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Editor's Notes

• #2: Thank you for this opportunity
• #3: I have the amazing fortune of working with a great company, with smart people, who think about the subject we are going to be talking about today … when we are not playing with our office dogs. (ha ha)
• #4: Not only do we think about it. We get to apply our expertise to amazing companies and organizations every day.
• #5: What we are here to talk about is $Proving Your ROI in social mediaUnless we have limitless means (and we don’t)At the end of the day, we have to prove the value of social media to ourselves, our share holders, funding agents, colleagues, donors, volunteers, friends and family It is the ever important DOLLAR that keeps our organizations operating and allows us to continue the good work we are doingToday, I am going to share with you a high-level guide to prove the value of social media and to help you create the business case for increased investment in social media (if it is working)I will show you how an investment in social media equates to opportunities to increase revenue, cost savings and cost avoidance I will show you how you can maximize your programs performance and demonstrate valueIn short - I will do my best to help you get more of these $ so you can …
• #6: … make a larger impact among the communities you serve and in support of the causes that matter to you.
• #7: 2 primary social media value propositionsEach has a distinct ROIListening = intelligence and understanding (information is power)Engaging = change perception, attitudes or behaviors about the brand in order to drive a specific outcome (donation, fundraising, volunteering)We intuitively know there is a value to these thingsThe harder part is proving that value empirically
• #8: For the sake of today, let us assume our primary goal is either to drive donation or volunteerismHighly measurableEasy to associate with a $ amountDonation = source of income Volunteer = a source of cost savingsOnly part of the ROI story
• #9: To begin, I want to propose a shared framework for understanding Customer Lifecycle is a framework for understanding the customers relationship with the organization based on where they are in relation to donating or volunteeringA customer is either Aware of you or not Considering you or not Selecting you or not Donating or volunteering their time with you or not Staying Involved with you or not Spreading your message or not Which in turn makes other people aware or notDonating and volunteering have the most direct correlation with our short term revenue goalsBut the entire experience matters Increase revenue over time Decreasing operating costs Avoiding costs
• #10: At every stage there is both an organizational objective and a user objectiveThe goal to get customers through each successive stage so that they donate or volunteer moreTo do that, you have to create value for the customerSocial can be a way to do that via 1.) Listening to their needs 2.) Engaging them in the most advantageous way
• #11: Let me take the lifecycle and show it linearlyHere you see the “customer experience” is what defines your success or failure at graduating a customer through to donation, fundraising or volunteering repeatedlyIf you fail at any one of these points, the cycle breaks
• #12: Ultimately, your organizations strategies and tactics will define the experience for the customer.Here is an example of common strategies or tactics an organization might use to deliver value to their customer under each objective or milestone.<Talk through each with examples>
• #13: Evaluating success of each respective strategy or tacticAwareness = ReachConsideration = IntentionSelection = ConversionDonation or Volunteerism = $Retention = More $$$Loyalty = More $$$Advocacy = ReferralWe can start to show causality in the data and draw a statistical correlation between metricsThe good news:1.) Metrics are becoming more universal in their application (talk through the ones here)2.) Methodologies, technologies and tools that help us track and report on these metrics are getting better3.) Many of the tools are free to organizations 4.) Shameless plug: Agencies like mine are developing specific expertise in defining and implementing full service evaluation tools as well as KPI decision frameworks so that organizational decision makers can focus on the big decisions.That leads me to another point
• #14: When you have well defined objectives, evaluation criteria and metrics the decisions to continue to invest become a lot more clearStill, perfect information is not always availableThe biggest one is the intangibility of a great customer
• #17: When you have well defined objectives, evaluation criteria and metrics the decisions to continue to invest become a lot more clearStill, perfect information is not always availableThe biggest one is the intangibility of a great customer