talks! Understanding the ROI of Social Media August 13, 2009 Audio is only available by calling this number: Conference Call: ; Access Code: Sponsored by

Understanding the ROI of Social Media Conference Call: Access Code: Using ReadyTalk Chat & raise hand Mute = *6, Unmute = *7 If you lose your internet connection, reconnect using the link ed to you. If you lose your phone connection, re-dial the phone number and re- join. ReadyTalk support:

Understanding the ROI of Social Media Conference Call: Access Code: You are being recorded… This seminar will be available on the TechSoup website along with past webinar presentations: – You will receive a link to this presentation, material and links. After the webinar, you can ask follow-up questions in the Emerging Technology Forum: –tinyurl.com/ku7e4z Twitter hashtag: #tsroi

talks! Understanding the ROI of Social Media Facilitator:Kami Griffiths, TechSoup Presenters:John Haydon, Chris Garrett Sponsored by

Understanding the ROI of Social Media Conference Call: Access Code: Today’s Speakers Answering Chat Questions: Becky Wiegand, TechSoup Kami Griffiths TechSoup John Haydon johnhaydon.com Chris Garrett chrisg.com

Agenda Social media goals The magic formula Investment (Cause) Return (Effect) Case study Next steps Resources Understanding the ROI of Social Media Conference Call: Access Code:

Understanding the ROI of Social Media Conference Call: Access Code: Start with Goals How do you know when you’ve arrived?

Grow your traffic Inspire action Build visibility and authority Encourage links Add to your Search Profile Boost your audience Attract prospects Start with Goals Example: “$10,000 in 48 hours” Understanding the ROI of Social Media Conference Call: Access Code:

Understanding the ROI of Social Media Conference Call: Access Code: The Magic Formula Results / Investment = ROI

Investment (Cause) Time Money (staff, consulting, web services) Opportunity costs (bandwidth issue) Passion Measurement and debrief Understanding the ROI of Social Media Conference Call: Access Code:

Investment - EpicChange Planning Reached out to key influencers 107 blog posts Recognition Time Money Social Capital Understanding the ROI of Social Media Conference Call: Access Code:

Return (Effect) Money Resources Time Brand equity Future opportunities Growth - organizational and personal Understanding the ROI of Social Media Conference Call: Access Code:

Brand mentions Opt-ins Donations Volunteers Word of mouth Survey responses Comments received Blog posts, retweets Understanding the ROI of Social Media Conference Call: Access Code: Return - What to Measure

Web stats (Google Analytics) Click tracking (Bit.ly) Alerts (Google, Twitter) Donation measurements Facebook Fan growth Facebook engagement Twitter engagement Survey responses Comments received Return - Tracking Strategies Understanding the ROI of Social Media Conference Call: Access Code:

Increase in overall traffic Repeat vs. new visitors Referrers, link growth Content popularity and downloads Web Metrics Understanding the ROI of Social Media Conference Call: Access Code:

Understanding the ROI of Social Media Conference Call: Access Code: Measured Results - NWF Created a campaign around what supporters cared about. Very simple: What endangered animal do you love?

Understanding the ROI of Social Media Conference Call: Access Code: Twitter Numbers: Total Number of Tweets: 700+ Total Number of Species: 195 Number of People who participated: over 500 Blog Mentions: Change.org Green Upgrader Animal Planet Blog Measured Results - NWF

Understanding the ROI of Social Media Conference Call: Access Code: “It worked because it was engaging and fun with purpose. It was also centered around an event.” Measured Results - NWF Danielle Brigida National Wildlife Federation

Understanding the ROI of Social Media Conference Call: Access Code: Case Study - EpicChange.Org

Understanding the ROI of Social Media Conference Call: Access Code: Why TweetsGiving Worked Clear, achievable goals It was not about money Action was achievable (small $$) Compressed time-frame

Understanding the ROI of Social Media Conference Call: Access Code: Why TweetsGiving Worked Kept it simple and fun Multiple initiation points Planning way ahead Recognition

Understanding the ROI of Social Media Conference Call: Access Code: Why TweetsGiving Worked Timely Common, universal connection Hard work Widget created visibility

Understanding the ROI of Social Media Conference Call: Access Code: Why TweetsGiving Worked How to measure gratitude

Next Steps Brand your profiles Share valuable content Engage where people already are Be helpful Monitor keywords, searches and alerts Group friends and followers Measure Your chosen metrics Determine "most wanted outcomes" Understanding the ROI of Social Media Conference Call: Access Code:

Understanding the ROI of Social Media Conference Call: Access Code: More Resources Beth Kanter’s site We Are Media Nonprofit Workshop Social media mind map Social media case studies More case studies Epic Change Case Study NWF Case Study

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Understanding the ROI of Social Media Conference Call: Access Code: Continue the Discussion… Additional questions can be answered by posting in the Emerging Technology Forum: –tinyurl.com/ku7e4z

Understanding the ROI of Social Media Conference Call: Access Code: Get the Most Out of TechSoup At TechSoup, you’ll find a range of technology services to help your nonprofit: – Read helpful articles in our Learning Center – Request donated software, hardware, and online services – Join our community forums to learn from your colleagues – Browse upcoming events and conferences

Understanding the ROI of Social Media Conference Call: Access Code: Upcoming Webinars Disaster Planning: What Organizations Need to Know to Protect Their Tech –Thursday, August 20, 11 a.m. Disaster Planning: Backup, Backup, Backup! –Thursday, August 27, 11 a.m.

Understanding the ROI of Social Media Conference Call: Access Code: Thank you ato our Webinar Sponsor! ReadyTalk offers dedicated product demos for TechSoup organizations 4 times per week: Monday 1:00 pm Mountain Standard Time (MST) Wednesday 9:00 am MST Thursday 1:00 pm MST Friday 9:00 am MST For more information: pages.readytalk.com/techsoup.html

talks! Thank you! Please complete the post event survey! Kami Griffiths,