Weathering the Economic Storm

collardsdebonairManagement

Nov 6, 2013 (3 years and 9 months ago)

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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


Non
-
measurable or indirect benefits


More satisfied constituents/members

More satisfied staff/volunteers

Organizational

brand


building




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






Measuring ROI for Social Media

Be Careful of Raw

Measurements w/o Substance:


Twitter followers

Total community membership (Active vs Inactive)





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

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





Facebook Causes



MySpace Impact



Twitter



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

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

Boosting Member Retention

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



Boost Member Retention and
Acquisition

-

cont.



2006

2007

2008


Groups


62


123


171


186%
increase

Total Members

3434

5140

6934

100%
increase

Active Members

859

2961

4745

452%
increase

“Since we started using these tools, our community has
really grown!”
-

Holly Ross, Non
-
Profit Executive Director

NTEN’s Online Community ROI



Average of about

1000

new 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

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


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.


Generate New Revenue

Opportunities
-

cont.


Incentivize Members to use the tools





Boost conference and meeting attendance.






Generate revenues

directly through

sponsorships/ads


Extend the Value of

Meetings and Conferences



What’s happening the other 360
days

of the year?





Conversations before the conference help w/planning




Conversations after the conference

keep the discussion alive

Increase Efficiency



Let members help members




Reduce your customer support staffing needs




Reduce the time spent on keeping
committee members up to date

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!