Social Media ROI - Chris Garrett and I presenting at Techsoup.Org

talks

Understanding the ROI of Social MediaAugust 13 2009

Audio is only available by calling this numberConference Call 866-740-1260 Access Code 6339392

Sponsored by

1

Understanding the ROI of Social MediaConference Call 866-740-1260 Access Code 6339392

Using ReadyTalk

bull Chat amp raise hand bull Mute = 6

Unmute = 7bull If you lose your internet

connection reconnect using the link emailed to you

bull If you lose your phone connection re-dial the phone number and re-join

bull ReadyTalk support 800-843-9166

2


You are being recordedhellip

bull This seminar will be available on the TechSoup website along with past webinar presentationsndash wwwtechsouporggowebinars

bull You will receive a link to this presentation material and links

bull After the webinar you can ask follow-up questions in the Emerging Technology Forumndash tinyurlcomku7e4z

bull Twitter hashtag tsroi

3

talks

Understanding the ROI of Social Media

Facilitator Kami Griffiths TechSoupPresenters John Haydon Chris Garrett

Sponsored by

4


Todayrsquos Speakers

Volunteer Becky Wiegand TechSoup

Kami GriffithsTechSoup

John Haydonjohnhaydoncom

Chris Garrettchrisgcom

5

Agenda

bull Social Media Goalsbull The magic formulabull Investment (Cause)bull Return (Effect)bull Case Studybull Next Stepsbull Resources


6

Start with Goals

How do you know when yoursquove arrived


7

bull Grow your traffic

bull Inspire action

bull Build visibility and authority

bull Encourage links

bull Add to your Search Profile

bull Boost your audience

bull Attract prospects

Start with Goals

Example ldquo$10000 in 48 hoursrdquoUnderstanding the ROI of Social MediaConference Call 866-740-1260 Access Code 6339392

8


The magic formula

Results Investment

= ROI

9

Investment (cause)

bull Time

bull Money (Staff consulting web services)

bull Opportunity costs (bandwidth issue)

bull Passion

bull Measurement and debrief


10

Investment - EpicChange

bull Planningbull Reached out to key influencersbull 107 blog postsbull Recognitionbull Timebull Moneybull Social Capital


11

Return (effect)

bull Moneybull Resourcesbull Timebull Brand equitybull Future opportunitiesbull Growth - organizational and personal


12

bull Brand Mentions

bull Opt-ins

bull Donations

bull Volunteers

bull Word of Mouth

bull Survey Responses

bull Comments Received

bull Blog posts Retweets


Return - What to measure

13

bull Web stats (Google Analytics)

bull Click tracking (Bitly)

bull Alerts (Google Twitter)

bull Donation measurements

bull Facebook Fan growth

bull Facebook engagement

bull Twitter engagement



Return - Tracking strategies


14

bull Increase in Overall Trafficbull Repeat vs New Visitorsbull Referrers Link Growthbull Content Popularity and Downloads

Web metrics


15


Measured results - NWFCreated a campaign around what supporters cared about

Very simple

What endangered animal do you love

16


Twitter Numbers Total Number of Tweets 700+ Total Number of Species 195Number of People who participated over 500

Blog MentionsChangeorgGreen UpgraderAnimal Planet Blog

Measured results - NWF

17


ldquoIt worked because it was engaging and fun with purpose

It was also centered around an eventrdquo


Danielle BrigidaNational Wildlife Federation

18


Case Study - EpicChangeOrg

19


Why TweetsGiving Worked

bullClear achievable goalsbull It was not about moneybullAction was achievable (small $$)bullCompressed time-frame

20



bullKept it simple and funbullMultiple initiation pointsbullPlanning way aheadbullRecognition

21



bullTimelybullCommon universal connectionbullHard workbullWidget created visibility

22



How to measure gratitude

23

Next Stepsbull Brand your profiles

bull Share valuable content

bull Engage where people already are

bull Be helpful

bull Monitor keywords searches and alerts

bull Group friends and followers

bull Measure Your Chosen Metrics

bull Determine most wanted outcomes


24


More Resourcesbull Beth Kanterrsquos site

bull We are media

bull Nonprofit workshop

bull Mind map (chris)

bull Social media case studies

bull More case studies

bull Epic Change Case Study

bull NWF Case Study

25

talks

Questions

Submit your questions using the chat box

26


Continue the Discussionhellip

bull Additional questions can be answered by posting in the Emerging Technology Forumndash tinyurlcomku7e4z

27


Get the Most Out of TechSoup

bull At TechSoup yoursquoll find a range of technology services to help your nonprofit

ndash Read helpful articles in our Learning Center

ndash Request donated software hardware and online services

ndash Join our community forums to learn from your colleagues

ndash Browse upcoming events and conferences

28


Upcoming Webinars

bull Disaster Planning What Organizations Need to Know to Protect Their Tech ndash Thursday August 20 11 am

bull Disaster Planning Backup Backup Backup ndash Thursday August 27 11 am

29


Thank you ato our Webinar Sponsor

ReadyTalk offers dedicated product demos for TechSoup organizations 4 times per weekMonday 100 pm Mountain Standard Time (MST)Wednesday 900 am MSTThursday 100 pm MSTFriday 900 am MST

For more information pagesreadytalkcomtechsouphtml

30

talks

Thank you Please complete the post event survey

31


Using ReadyTalk

bull Chat amp raise hand bull Mute = 6

Unmute = 7bull If you lose your internet

connection reconnect using the link emailed to you

bull If you lose your phone connection re-dial the phone number and re-join

bull ReadyTalk support 800-843-9166

2







3

talks



Sponsored by

4







5

Agenda



6

Start with Goals



7


bull Inspire action






Start with Goals


8


The magic formula

Results Investment

= ROI

9

Investment (cause)

bull Time



bull Passion



10




11

Return (effect)



12

bull Brand Mentions

bull Opt-ins

bull Donations

bull Volunteers

bull Word of Mouth






13












14


Web metrics


15



Very simple


16





17






18



19




20




21




22




23




bull Be helpful






24



bull We are media






bull NWF Case Study

25

talks

Questions


26




27








28


Upcoming Webinars



29





30

talks


31







3

talks



Sponsored by

4







5

Agenda



6

Start with Goals



7


bull Inspire action






Start with Goals


8


The magic formula

Results Investment

= ROI

9

Investment (cause)

bull Time



bull Passion



10




11

Return (effect)



12

bull Brand Mentions

bull Opt-ins

bull Donations

bull Volunteers

bull Word of Mouth






13












14


Web metrics


15



Very simple


16





17






18



19




20




21




22




23




bull Be helpful






24



bull We are media






bull NWF Case Study

25

talks

Questions


26




27








28


Upcoming Webinars



29





30

talks


31

talks



Sponsored by

4







5

Agenda



6

Start with Goals



7


bull Inspire action






Start with Goals


8


The magic formula

Results Investment

= ROI

9

Investment (cause)

bull Time



bull Passion



10




11

Return (effect)



12

bull Brand Mentions

bull Opt-ins

bull Donations

bull Volunteers

bull Word of Mouth






13












14


Web metrics


15



Very simple


16





17






18



19




20




21




22




23




bull Be helpful






24



bull We are media






bull NWF Case Study

25

talks

Questions


26




27








28


Upcoming Webinars



29





30

talks


31







5

Agenda



6

Start with Goals



7


bull Inspire action






Start with Goals


8


The magic formula

Results Investment

= ROI

9

Investment (cause)

bull Time



bull Passion



10




11

Return (effect)



12

bull Brand Mentions

bull Opt-ins

bull Donations

bull Volunteers

bull Word of Mouth






13












14


Web metrics


15



Very simple


16





17






18



19




20




21




22




23




bull Be helpful






24



bull We are media






bull NWF Case Study

25

talks

Questions


26




27








28


Upcoming Webinars



29





30

talks


31

Agenda



6

Start with Goals



7


bull Inspire action






Start with Goals


8


The magic formula

Results Investment

= ROI

9

Investment (cause)

bull Time



bull Passion



10




11

Return (effect)



12

bull Brand Mentions

bull Opt-ins

bull Donations

bull Volunteers

bull Word of Mouth






13












14


Web metrics


15



Very simple


16





17






18



19




20




21




22




23




bull Be helpful






24



bull We are media






bull NWF Case Study

25

talks

Questions


26




27








28


Upcoming Webinars



29





30

talks


31

Start with Goals



7


bull Inspire action






Start with Goals


8


The magic formula

Results Investment

= ROI

9

Investment (cause)

bull Time



bull Passion



10




11

Return (effect)



12

bull Brand Mentions

bull Opt-ins

bull Donations

bull Volunteers

bull Word of Mouth






13












14


Web metrics


15



Very simple


16





17






18



19




20




21




22




23




bull Be helpful






24



bull We are media






bull NWF Case Study

25

talks

Questions


26




27








28


Upcoming Webinars



29





30

talks


31


bull Inspire action






Start with Goals


8


The magic formula

Results Investment

= ROI

9

Investment (cause)

bull Time



bull Passion



10




11

Return (effect)



12

bull Brand Mentions

bull Opt-ins

bull Donations

bull Volunteers

bull Word of Mouth






13












14


Web metrics


15



Very simple


16





17






18



19




20




21




22




23




bull Be helpful






24



bull We are media






bull NWF Case Study

25

talks

Questions


26




27








28


Upcoming Webinars



29





30

talks


31


The magic formula

Results Investment

= ROI

9

Investment (cause)

bull Time



bull Passion



10




11

Return (effect)



12

bull Brand Mentions

bull Opt-ins

bull Donations

bull Volunteers

bull Word of Mouth






13












14


Web metrics


15



Very simple


16





17






18



19




20




21




22




23




bull Be helpful






24



bull We are media






bull NWF Case Study

25

talks

Questions


26




27








28


Upcoming Webinars



29





30

talks


31

Investment (cause)

bull Time



bull Passion



10




11

Return (effect)



12

bull Brand Mentions

bull Opt-ins

bull Donations

bull Volunteers

bull Word of Mouth






13












14


Web metrics


15



Very simple


16





17






18



19




20




21




22




23




bull Be helpful






24



bull We are media






bull NWF Case Study

25

talks

Questions


26




27








28


Upcoming Webinars



29





30

talks


31




11

Return (effect)



12

bull Brand Mentions

bull Opt-ins

bull Donations

bull Volunteers

bull Word of Mouth






13












14


Web metrics


15



Very simple


16





17






18



19




20




21




22




23




bull Be helpful






24



bull We are media






bull NWF Case Study

25

talks

Questions


26




27








28


Upcoming Webinars



29





30

talks


31

Return (effect)



12

bull Brand Mentions

bull Opt-ins

bull Donations

bull Volunteers

bull Word of Mouth






13












14


Web metrics


15



Very simple


16





17






18



19




20




21




22




23




bull Be helpful






24



bull We are media






bull NWF Case Study

25

talks

Questions


26




27








28


Upcoming Webinars



29





30

talks


31

bull Brand Mentions

bull Opt-ins

bull Donations

bull Volunteers

bull Word of Mouth






13












14


Web metrics


15



Very simple


16





17






18



19




20




21




22




23




bull Be helpful






24



bull We are media






bull NWF Case Study

25

talks

Questions


26




27








28


Upcoming Webinars



29





30

talks


31












14


Web metrics


15



Very simple


16





17






18



19




20




21




22




23




bull Be helpful






24



bull We are media






bull NWF Case Study

25

talks

Questions


26




27








28


Upcoming Webinars



29





30

talks


31


Web metrics


15



Very simple


16





17






18



19




20




21




22




23




bull Be helpful






24



bull We are media






bull NWF Case Study

25

talks

Questions


26




27








28


Upcoming Webinars



29





30

talks


31



Very simple


16





17






18



19




20




21




22




23




bull Be helpful






24



bull We are media






bull NWF Case Study

25

talks

Questions


26




27








28


Upcoming Webinars



29





30

talks


31





17






18



19




20




21




22




23




bull Be helpful






24



bull We are media






bull NWF Case Study

25

talks

Questions


26




27








28


Upcoming Webinars



29





30

talks


31






18



19




20




21




22




23




bull Be helpful






24



bull We are media






bull NWF Case Study

25

talks

Questions


26




27








28


Upcoming Webinars



29





30

talks


31



19




20




21




22




23




bull Be helpful






24



bull We are media






bull NWF Case Study

25

talks

Questions


26




27








28


Upcoming Webinars



29





30

talks


31




20




21




22




23




bull Be helpful






24



bull We are media






bull NWF Case Study

25

talks

Questions


26




27








28


Upcoming Webinars



29





30

talks


31




21




22




23




bull Be helpful






24



bull We are media






bull NWF Case Study

25

talks

Questions


26




27








28


Upcoming Webinars



29





30

talks


31




22




23




bull Be helpful






24



bull We are media






bull NWF Case Study

25

talks

Questions


26




27








28


Upcoming Webinars



29





30

talks


31




23




bull Be helpful






24



bull We are media






bull NWF Case Study

25

talks

Questions


26




27








28


Upcoming Webinars



29





30

talks


31




bull Be helpful






24



bull We are media






bull NWF Case Study

25

talks

Questions


26




27








28


Upcoming Webinars



29





30

talks


31



bull We are media






bull NWF Case Study

25

talks

Questions


26




27








28


Upcoming Webinars



29





30

talks


31

talks

Questions


26




27








28


Upcoming Webinars



29





30

talks


31




27








28


Upcoming Webinars



29





30

talks


31








28


Upcoming Webinars



29





30

talks


31


Upcoming Webinars



29





30

talks


31





30

talks


31

talks


31

Social Media ROI - Chris Garrett and I presenting at Techsoup.Org

Business

Transcript of Social Media ROI - Chris Garrett and I presenting at Techsoup.Org