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 [email protected] affect.com techaffect.com
@sandrafathi Slideshare.net/sfathi
© Affect
September 10, 2013
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