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Weathering the Economic Storm

Weathering the Economic Storm. Introduction - Presenter. Christopher Dworin Vice President, Business Development, GoLightly. Social Media ROI and Non-Measurable Benefits. Measurable Benefits “ ROI ” has many formulae ROI = Gain on investment Amount of investment

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Weathering the Economic Storm

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  1. Weathering the Economic Storm

  2. Introduction - Presenter Christopher Dworin Vice President, Business Development, GoLightly

  3. Social Media ROI and Non-Measurable Benefits Measurable Benefits “ROI” has many formulae ROI = Gain on investment Amount of investment Non-measurable or indirect benefits More satisfied constituents/members More satisfied staff/volunteers Organizational “brand” building

  4. Measuring ROI for Social Media Measure relevant returns with impact: Increased net membership Increased participation Increased revenues from conferences and meetings Increased donations Sponsorship/advertising Decreased constituent support requirements

  5. Measuring ROI for Social Media Be Careful of Raw Measurements w/o Substance: Twitter followers Total community membership (Active vs Inactive)

  6. Public and Private Social Media • Public • Facebook • LinkedIn • Twitter • Google and Yahoo Groups • Private Trusted Social Networks • GoLightly-powered communities • Other vendors and open source

  7. Fundraising via Public Social Media Peer-to-peer (use your social media presence to appeal to friends for donations): • Personal pages on Facebook, MySpace & other pubic social networks • Tweets Use Public Social Networks’ own tools for donations: • Facebook Causes • MySpace Impact

  8. Facebook Causes

  9. MySpace Impact

  10. Twitter

  11. Benefits of Private Online Community An online community can serve to accomplish the following: • Boost member retention • Boost member acquisition • Help generate new revenue opportunities and enhance existing revenue streams

  12. Boosting Member Retention • Member benefit - sharing of knowledge and expertise • Keeps members connected to, and thinking about, the organization • Invaluable and unique source of knowledge and expert practices • Creates social bonds with other members

  13. Boosting Member Retention

  14. Boost Member Acquisition • All the advantages related to retention • By opening portions of the community, gives potential members a glimpse of the value, and encourages them to join • Up-to-date, relevant organization

  15. Boost Member Retention and Acquisition - cont. “Since we started using these tools, our community has really grown!” - Holly Ross, Non-Profit Executive Director

  16. NTEN’s Online Community ROI • Average of about1000new non-member contacts/year (with no effort) • We target new contacts with our standard membership appeal campaigns (email only) • Average conversion of these new contacts to members:11% • Ways we will further improve this: -- Strategically build the online community with outreach campaigns -- Target membership and event appeals to these community participants

  17. NTEN’s Online Community Boosts Engagement and Our Value Members and non-members connect and share resources and recommendations Discussions inform our program development Conversations build our brand awareness Adds value to our off-line activities Provides project collaboration tools for NTEN to collaborate with our constituents Could be optimized with a community manager

  18. Generate New Revenue Opportunities • Marketing 101 • Group membership self-identifies interest. • Market directly and specifically to group members. • Gain insight into interests and needs of members • Design services around those needs.

  19. Generate New Revenue Opportunities - cont. • Incentivize Members to use the tools • Boost conference and meeting attendance. • Generate revenues directly through sponsorships/ads

  20. Extend the Value ofMeetings and Conferences What’s happening the other 360 daysof the year? Conversations before the conference help w/planning Conversations after the conference keep the discussion alive

  21. Increase Efficiency Let members help members Reduce your customer support staffing needs Reduce the time spent on keeping committee members up to date

  22. GoLightly Contact Info For further information about implementing a private social network for your organization contact: Christopher Dworin VP, Business Development 415-847-7555 chris@golightly.com Thanks for participating!

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