1. talks! Understanding the ROI of Social Media August 13, 2009 Audio is only available by calling this number: Conference Call: 866-740-1260; Access Code: 6339392 Sponsored by

2. Understanding the ROI of Social Media Conference Call: 866-740-1260 Access Code: 6339392 Using ReadyTalk Chat & raise hand Mute = *6, Unmute = *7 If you lose your internet connection, reconnect using the link emailed to you. If you lose your phone connection, re-dial the phone number and re- join. ReadyTalk support: 800-843-9166

3. Understanding the ROI of Social Media Conference Call: 866-740-1260 Access Code: 6339392 You are being recorded… This seminar will be available on the TechSoup website along with past webinar presentations: –www.techsoup.org/go/webinars 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

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

5. Understanding the ROI of Social Media Conference Call: 866-740-1260 Access Code: 6339392 Today’s Speakers Answering Chat Questions: Becky Wiegand, TechSoup Kami Griffiths TechSoup John Haydon johnhaydon.com Chris Garrett chrisg.com

6. Agenda Social media goals The magic formula Investment (Cause) Return (Effect) Case study Next steps Resources Understanding the ROI of Social Media Conference Call: 866-740-1260 Access Code: 6339392

7. Understanding the ROI of Social Media Conference Call: 866-740-1260 Access Code: 6339392 Start with Goals How do you know when you’ve arrived?

8. 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: 866-740-1260 Access Code: 6339392

9. Understanding the ROI of Social Media Conference Call: 866-740-1260 Access Code: 6339392 The Magic Formula Results / Investment = ROI

10. Investment (Cause) Time Money (staff, consulting, web services) Opportunity costs (bandwidth issue) Passion Measurement and debrief Understanding the ROI of Social Media Conference Call: 866-740-1260 Access Code: 6339392

11. Investment - EpicChange Planning Reached out to key influencers 107 blog posts Recognition Time Money Social Capital Understanding the ROI of Social Media Conference Call: 866-740-1260 Access Code: 6339392

12. Return (Effect) Money Resources Time Brand equity Future opportunities Growth - organizational and personal Understanding the ROI of Social Media Conference Call: 866-740-1260 Access Code: 6339392

13. Brand mentions Opt-ins Donations Volunteers Word of mouth Survey responses Comments received Blog posts, retweets Understanding the ROI of Social Media Conference Call: 866-740-1260 Access Code: 6339392 Return - What to Measure

14. 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: 866-740-1260 Access Code: 6339392

15. 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: 866-740-1260 Access Code: 6339392

16. Understanding the ROI of Social Media Conference Call: 866-740-1260 Access Code: 6339392 Measured Results - NWF Created a campaign around what supporters cared about. Very simple: What endangered animal do you love?

17. Understanding the ROI of Social Media Conference Call: 866-740-1260 Access Code: 6339392 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

18. Understanding the ROI of Social Media Conference Call: 866-740-1260 Access Code: 6339392 “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

19. Understanding the ROI of Social Media Conference Call: 866-740-1260 Access Code: 6339392 Case Study - EpicChange.Org

20. Understanding the ROI of Social Media Conference Call: 866-740-1260 Access Code: 6339392 Why TweetsGiving Worked Clear, achievable goals It was not about money Action was achievable (small $$) Compressed time-frame

21. Understanding the ROI of Social Media Conference Call: 866-740-1260 Access Code: 6339392 Why TweetsGiving Worked Kept it simple and fun Multiple initiation points Planning way ahead Recognition

22. Understanding the ROI of Social Media Conference Call: 866-740-1260 Access Code: 6339392 Why TweetsGiving Worked Timely Common, universal connection Hard work Widget created visibility

23. Understanding the ROI of Social Media Conference Call: 866-740-1260 Access Code: 6339392 Why TweetsGiving Worked How to measure gratitude

24. 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: 866-740-1260 Access Code: 6339392

25. Understanding the ROI of Social Media Conference Call: 866-740-1260 Access Code: 6339392 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

27. talks! Questions? Submit your questions using the chat box.

28. Understanding the ROI of Social Media Conference Call: 866-740-1260 Access Code: 6339392 Continue the Discussion… Additional questions can be answered by posting in the Emerging Technology Forum: –tinyurl.com/ku7e4z

29. Understanding the ROI of Social Media Conference Call: 866-740-1260 Access Code: 6339392 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

30. Understanding the ROI of Social Media Conference Call: 866-740-1260 Access Code: 6339392 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.

31. Understanding the ROI of Social Media Conference Call: 866-740-1260 Access Code: 6339392 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

32. talks! Thank you! Please complete the post event survey! Kami Griffiths, kami@techsoup.org, 415-633-9392