Benchmarking Social Media Success
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1 Benchmarking Social Media Success Presented by Debra Askanase Digital Engagement Strategist & Principal NE/SAE 2013 Technology Conference
2 About Debra Askanase Former executive director, organizer, business consultant Digital Engagement Strategist for missiondriven organizations
3 Tremendous opportunity for reach and resonance It s how we communicate now Opportunities to directly engage and deepen relationships with members and stakeholders Recruitment, fundraising, and moving people to action Potential stakeholders research on the social web first Why invest in social? 3
4 4
5 Almost 80% join a community to support a cause they like 5
6 Actions from Facebook pdf
7 You gotta prep for success
8 FTEs, time and roles Staff support 8
9 Dedicated staff Success factor 9
10 No social presence: No staff or budget 10
11 Staff time allocated for social media 11
12 Staff time by role and size of org 12
13 Dedicated staff & satisfaction 13 ns%20and%20social%20media,%20feb% pdf
14 6+ hours/week 14
15 Business comparable: Weekly time commitment 15
16 Social media channels correlate to hours available 16
17 Blogs & social media: time vs. cost 17 pdf/2013_stateofinboundmarketing_fullreport.pdf?t=
18 Where should social live? 18
19 What department makes sense? 19
20 It s not what it s called, it s your approach 20
21 Executive staff Community communications Programs Developmen t How would you put community in the center of your org? 21
22 Budgeting for success 22
23 The number of respondents allocating some budget (>$0) grew from 47% (2010) to 52% (2011) to 54% (2012) over 3 years. The trend is to budget
24 Yearly budget for social presence 24
25 Yearly budget for in-house social networks 25
26 NPOs are paying for social tools
27 Staff Consultants Software Cloud services Hardware Online campaigns Promotion Graphic design Video editing Putting together your budget
28 (Pro tip ) A successful budget is based on a thoughtful strategy 28
29 Salary benchmarks 29
30 Typically outsourced marketing services /
31 3 budget scenarios Item Minimum Prepping for Success Supporting Success Personnel.25 time.5 time 1+ FTE Video $300/year $1,500/year $2,500+/year Social media monitoring $0 $300/month $500 - $1,000/month Strategy In-house - $0 Consultant develops strategy, $2,000 + Facebook services Paid social media services (Flickr Pro, backup) Graphics support Free services plus one customization $300 - $500 $500 - $1,000/year (customization, minicampaign) Plan + ongoing support $5,000+ $1,500 - $2,000/year No paid services $500/year $1,000+/year DIY or purchase/training for graphics $200/year Mix of graphic designer and paid service $300- $850/yr $850 - $2,000/year POSSIBLE BUDGET $1,000 (+ staffing) $5,000 (+ staffing) $8,500 (+ staffing)
32 Social media policy 32
33 Rise of social media policies 33
34 Who can post Personal disclaimers/professional posting What to post What not to post Photo and video etiquette Crediting other sources Tone of interactions How to handle controversy Standard social policy 34
35 Getting started 35
36 FAQs for the social engagement team 36
37 29% of millennials say social media freedom trumps salary 37 Photo:
38 social_media_freedom_8308.aspx 38
39 Important when needed 39
40 Consider response procedures ahead of time 40 Media-Assessment.jpg
41 (workbook) (workbook for Jewish orgs) (Pinterest board of resources and sample policies) (checklist and guidance) (compilation of >100 policy examples) (NLRBapproved sample social media policy) Social media policy resources 41
42 Sufficient staff time Realistic salary for staff Realistic budget for line items to support strategy Staffing structure Policies in place Checking your list 42
43 I m always available to answer follow-up questions! debra@communityorganizer20.com Website & blog: communityorganizer20.com Slides: slideshare.net/debask Linkedin: linked.com/in/debraaskanase Telephone: (617)
Measuring Social Media Content: Effectiveness and Engagement
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