social roi for vccf center of nonprofit leadership
DESCRIPTION
A keynote presentation on March 5th, 2013 at the new Ventura County Community Foundation building in Camarillo focuses on establishing metrics to measure social media return on investment for non-profits who invest precious time, resource and money on engaging their audience through social channels.TRANSCRIPT
SOCIAL ROICenter for Nonprofit Leadership
March 5th, 2013Tyler Suchman
Agenda11:30 – 11:45
Lunch and Networking11:45
Welcome, Introduction of speaker11:50
Keynote Address12:30
Table Discussions12:50
Report Out1:00
Second round of table discussions (time allowing)1:25
Closing Remarks1:30
Adjourn Like CNL on Facebook. www.fb.com/CenterforNonprofitLeadership
Tweet with us #CNLEvent
ROI Defined
Return on Investment
Hard ROI•Reduce Costs•Increase Revenue
Soft ROI•Brand Building•Reputation•Employee Satisfaction•Volunteer Recruitment•Ecosystem Development•Data Acquisition
PlatformUnique PC
Visitors (US)AnnualChange
Unique Mobile Visitors (US)
AnnualChange
Facebook 152M -4% 74M +85%
Twitter 37M +13% 42M +140%
LinkedIn 28M 0% 10M +114%
Pinterest 27M +1047% 14M +4225%
Google+ 26M +80% <3M n/a
Tumblr 25M +55% 9M 162%
2012 Top Social Networks
Nielsen Social Media Report 2012
Macro Trends for Business
Mobile
Social Care
Word of Mouth
Hyper Informed
Social Advertising
Macro Trend: Mobile
Macro Trend: Social Care
Macro Trend: Word of Mouth
70% Hear Other’s Experiences
53% Compliment
65% Research on Social Media
50% Complain
Macro Trend: Hyper Informed
Learn from others
Brand perception
Find more info
Find deals
Purchase incentives
Macro Trend: Social Advertising
Defining Success
Goals
Calls-To-Action
Analytics
Is It Worth It?
What Are Your Goals?
Hard ROI: Increase Revenue and Cost Savings
Soft ROI: Reputation, Brand Building, Recruitment
What’s Measurable?
Calls To Action
Incentivize Donation, Events, Participation, Purchase
Channel AnalyticsFB: Likes, Engagements, Network ReachTW: Tweets, FollowersLI: Company Follows, Lead Generation
Google Analytics
Traffic RelevancyPurchaseCoupon RedemptionOther ConversionsTie to Site Search
What Else Can You Measure?
Impact KPI’sBrand Recognition & Reputation SurveysEmployee SatisfactionVolunteer Recruitment
Executive Summary
Create a DashboardAgreed-Upon KPI’sBeyond EyeballsBuild on what worksFix what’s brokenGoal: Positive ROI!
SOCIAL ROICenter for Nonprofit Leadership
March 5th, 2013Tyler Suchman
Agenda11:30 – 11:45
Lunch and Networking11:45
Welcome, Introduction of speaker11:50
Keynote Address12:30
Table Discussions12:50
Report Out1:00
Second round of table discussions (time allowing)1:25
Closing Remarks1:30
Adjourn Like CNL on Facebook. www.fb.com/CenterforNonprofitLeadership
Tweet with us #CNLEvent