affect how to prove the value of your social media efforts for non-profits

Presented to Absolute Soware | May 29, 2009 © Affect Strategies

Sandra  Fathi  

•  President, Affect –  Public Relations and Social Media Firm –  Serving Technology, Healthcare & Professional Services

•  Past President, PRSA-NY Chapter •  Past President, PRSA Technology Section •  Sample Clients:

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How Brands Use SM

•  Build awareness •  Educate constituents •  Strengthen customer loyalty •  Provide customer service •  Conduct market research •  Target media and key influencers •  Recruit employees •  Generate leads •  Generate revenue

Reputation

Make Money

Education

Save Money

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How Nonprofits Use SM

•  Build awareness •  Educate constituents •  Strengthen donor & volunteer

loyalty •  Provide donor services •  Provide recipient services •  Conduct market research •  Target media and key influencers •  Generate leads •  Generate revenue and/or donations

Reputation

Make Money

Education

Save Money

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B2B vs. B2C Brands vs. Nonprofits

Business-to-Business

Business-to-Consumer

Nonprofits

Goals & Objectives

Direct Tie to Business Goals

Direct Tie to Marketing Goals

Direct Tie to Marketing & Business Goals

Fans & Followers

Quality Over Quantity

Quantity Quality & Quantity

Approach Strategic & Niche Strategic (or Not) & Broad

Strategic & Niche

Measurement Clear ROI: Business Outcomes

Unclear ROI: Activity Over Outcomes

Clear ROI: Activity & Business Outcomes

Focus Controlled Ride the Wave Controlled & Opportunistic

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B2B vs. B2C Brands vs. Nonprofits

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$37  Billion  in    Annual  Sales  

$37  Billion  in    Annual  Sales  for  All  of  

Mars  Candy  

$3.4  Billion  in  Revenue  

The Right Channel(s) For Your Audience

•  Who are we trying to reach? –  Donors –  Volunteers –  Employees –  Businesses/sponsors

•  Where do they congregate online? –  General Social Media Platforms

•  LinkedIn •  Twier •  Facebook •  Pinterest •  Instagram •  Etc.

–  Message Boards or Forums –  Private Groups or Associations

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–  Media –  Community  

The Right Channel(s) For Your Audience

•  Does Your Organization Provide a Home for Your Constituents? –  Website –  Blog –  User Group/Forum –  Owned Social Network –  Branded Presence on SM

Platforms

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Rules of Engagement

 •  What are the rules of

engagement in this group? –  Business or Personal? –  Brands/Organizations

Participating? –  Open to Marketing Messages? –  Open to Events? –  Open to Solicitations? (i.e. Jobs,

Donations etc.) –  Don’t know? Ask the organizer.

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Green Interest

What specific groups, associations or platforms are of interest to the green community?

–  LinkedIn group –  Yahoo! Message board –  Recycling Mommy-Blog

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Goal Seing

Top Priorities/Goals: 1.  Increase donations 2.  Increase event

aendance

3.  Increase volunteer volume and frequency

Objectives – Finite & Measurable : 1.  Increase donations by

$500,000 in one year

2.  Increase event aendance by 20% in Q4

3.  Add 20 new volunteers by August 1.

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Identify organizational goals and match your objectives to meet those goals:  

Goal Seing

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Ensure your goals are realistic:

ü Grounded in reality?

•  Based on past performance

•  Takes into consideration current and

future audience participation

ü Backed by resources (human and

financial)?

ü Executive commitment/support from

the C-suite?

SM Launch Checklist

ü  Identify Target Audience ü  Set Goals & Objectives ü  Cra SM Messaging Document &

Creative Brief ü  Determine Platforms, Channels &

Technology ü  Create Social Media Workflow Plan ü  Dra a SM Usage Policy ü  Develop an Editorial Calendar ü  Write & Implement Launch Plan Download at techaffect.com/social-media-tip-sheets/ 13  

Social Media Policies

You may already have one! •  Employee Handbook •  Volunteer Handbook

What to include in a dedicated SM Policy 1.  Encouraged Behavior 2.  Required Behavior 3.  Restricted Behavior 4.  Terms & Conditions

–  Training Required –  Executive Level –  Personal Disclaimers –  Legal Mumbo-Jumbo

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SAMPLE KEY PERFORMANCE INDICATORS (KPIs)

1.  # of Visitors

2.  # of Engagements

3.  # of Comments

4.  # of Posts

5.  # of Clicks

6.  # of Leads

7.  $ Revenue

1.  Content Popularity

2.  Language & Tone

3.  Sense of Community

4.  Quality of Engagement

5.  Relevancy of Content

6.  Responsiveness

7.  Influencers/Ambassadors

Quantitative Qualitative

SM Measurement

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Holy  Grail:    Revenue  Data  

6 Step Approach: 1.  Measure 2.  Track 3.  Trip 4.  Analyze 5.  Tweak 6.  Repeat

Architecting for Measurement

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Incorporate tracking links and measurement techniques into your social media program •  bit.ly •  ow.ly •  Google Analytics •  Radian 6

CARON TREATMENT CENTERS

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Goals: •  Alcohol and drug addiction education •  Drug and alcohol addiction treatment •  Support and education for families & loved ones of addicts •  Fundraising for donations & scholarships

CASE STUDY

CARON TREATMENT CENTERS

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Social Media Audience: Not addicts themselves, but influencers for addicts to seek treatment. This includes spouses, parents, teachers, counselors, therapists, psychiatrists, etc. of addicts.

CASE STUDY

Create a Measurement Dashboard

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1.  Number of Tier 1 Patients 2.  Traffic to Website 3.  Calls to Hotline

Platform Audience Activity Engagement Web Traffic Lead Gen

Twier # of Followers # of Tweets

# of Tweets # of Mentions # of Retweets # of Conversations (DM)

# of Clicks to Website

# of Calls to Hotline

Facebook # of Likes # of Favorites

# of Posts # of Events

# of Comments # of Shares # of Aendees (Events)

# of Clicks to Website

# of Calls to Hotline

Corporate Blog

# of Readers # of Subscribers (RSS)

# of Posts # of Comments # of Link Backs

# of Clicks to Website

# of Calls to Hotline

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90

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CON EDISON SWEEPSTAKES CASE STUDY

Con Edison operates one of the most complex electrical power systems in the world, serving New York City and

Westchester County. •  3.3 million customers

•  Serving a population of over 9 million people •  660 square mile service territory •  Hundreds of strategic partners

CON EDISON SWEEPSTAKES

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Goals: •  Engage and grow social media audiences for the Con Edison SM presences

including Facebook & Twier •  Generate positive engagement on Con Edison social media channels •  Promote Con Edison’s support of strategic partners – and the work of

these partners – throughout New York Metropolitan Area •  Build stronger relationships and engagement with strategic partners

CASE STUDY

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CON EDISON SWEEPSTAKES CASE STUDY

Program: •  6 Week FB Contest •  Prizes from Partner

Organizations •  Daily, Weekly & Grand

Prizes •  Points for Sharing •  Points for Answering Quiz •  Online & Offline Promotion

(Email, Billing Notes, Advertisements, Social Media)

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CON EDISON SWEEPSTAKES CASE STUDY

CON EDISON SWEEPSTAKES

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Key Social Media Highlights: •  72,000 Visits to the Contest •  19,084 Entries •  2,775 Shares •  4,736 Click throughs to the Website •  1800 Email Opt-ins •  300% Increase in Facebook Likes •  200% Increase in Twier Followers

CASE STUDY

All Positive Interaction

16 Partner Promotions

200-300% Increase in SM

Following

Presented to Absolute Soware | May 29, 2009 © Affect Strategies

How to Prove the Value of your Social Media Efforts Ragan’s Social Media for Nonprofits Summit

Sandra Fathi President, Affect sfathi@affect.com affect.com techaffect.com

@sandrafathi Slideshare.net/sfathi

© Affect

September 10, 2013