Posts tagged Social ROI
Social media is the marketing activity nonprofits say they need help with most, according to a free report from Constant Contact called the Nonprofit Pulse Report. More than 57% of the 307 respondents said they needed help with social media, followed by 36% with email marketing, and 35% with their nonprofit websites.
Not surprisingly, 88% of respondents said they found Facebook the most effective channel for their cause marketing followed dismally by 5% who preferred Twitter. For great Facebook fan page examples look at the American Red Cross with 511,000 fans and The Humane Society of the United States with 1.4 million fans.
Read Up and Invest Time into Your Multi Channel Efforts
Nonprofits who have read Heather Mansfield’s How to Guide for Using Social Media for Social Good say it’s worth the $22. Heather gives 149 tools and resources, a case study of how a nonprofit book tour earned an organization $17,000, and other lessons she’s learned during her 15 years helping nonprofits and 15,000 hours using social media.
The Nonprofit Pulse Report details that nonprofits are spending 36% of their time and 18% of their budgets on marketing. It doesn’t break out what amount of that time and money is spent on social media. However, another report, How Small Businesses and Nonprofits can Master Online Marketing, states that effective social media outreach takes at least 25 hours of staff time per week, according to company behind the report, Ditch Digital Dabbling. The survey also outlines the online marketing tactics that work best and highlights new revelations, including the fact that “Power Users” rate only five social media tools as very effective.
I think both Mansfield and Ditch Digital Dabbling’s staff would agree that Mark Hanis, the founder behind the Genocide Intervention Network, has put in the time and wisely leveraged social media.
Hanis’ Facebook campaign raised $250,000 in 2005, according to nonprofit blogger Beth Kanter. Kanter said that Hanis used Salesforce as its contact management system to track interactions and help land a very large donor. “The relationship starts online, but the “ask” happens offline, perhaps on the phone or face-to-face,” says Kanter.
How much time is your nonprofit spending on social media? If you need guidance, download the reports in this blog or contact us. The return is worth the work according to Social Media Today who says a charity can raise $100,000 or more on Facebook if they dedicate the budget and staff to the task. Imagine what lift you’d get adding variable printing to the integrated marketing mix, too.
Businesses of all sizes are posting content, but few have a content marketing plan. Why research, interview, write, edit and post, if you do not have a clear path where your blogs will take you and bring back leads, sales or deals in return?
With only half of small businesses achieving profit growth, according to the study below, doesn’t it make sense to craft a plan to turn your content into dollars in 2013?
Other key findings:
- 50% of small businesses reported profit growth in 2012.
- 44% say they are now both stronger and more determined to succeed than ever.
- 38% say the weak economy has spurred them to work more efficiently.
- 27% say they asked for outside help to solve a business problem in 2012.
SOURCE: Findings are from a survey of 500 US small business owners and managers, conducted by Hiscox in third quarter of 2012.
Content Marketing Plan Musts
Writing a content marketing plan forces everyone to clarify what they want prospects, visitors and loyal patrons to do. Here is an abbreviated list of questions to answer, pulled from 50 Smart Ways to Craft a Social Media Content Marketing Plan written by Amanda Nelson of Salesforce Marketing Cloud.
- Set your goals and objectives (what do you wish to achieve and how)
- How will you measure your results and make adjustments?
- Where are your prospects, visitors, and patrons currently getting info about your niche in the area?
- What problems are your customers having when they come to you?
- What are your customers and prospects saying on Twitter and in News Groups?
- Which formats generate the best responses last year? (short post, long post, video, audio)
- What is working for your competition?
- Are you creating two-way communication and if not how can you in 2013?
- Is your content being shared?
- Is your content generating comments?
- Are other sites linking to your content? If not how can you make this happen?
- Are your keywords driving organic visits to your blog? If not, revisit and revise.
- What steps are you doing to promote your content?
- Are you posting 1-25 times a week? How can you increase quality postings?
Do you have a content marketing plan? According to Brendan Egan, CEO of Simple SEO Group, companies that blog more, make more. Egan challenged himself to posting two 575-word blogs a week consistently for five months to learn if increasing his posting schedule over a steady basis would bear fruit. It did.
Egan said his company’s website traffic, inquiries and new clients all increased as a result with no changes in any other variables.
So what’s your plan? It has to be more than increasing posts and sticking to a regular schedule. You really need to determine how your blogging content fits into your bigger marketing plan and creates value to your customers and two-way conversations.
Take 20 minutes to view Coca Cola’s content marketing plan called Coca Cola Content 2020 and you’ll realize your “plan” may need more meat to help you meet your long-term strategic goals. Coca Cola aims to make the world a better place, to live and dominate the beverage category through content marketing and story telling. How about you?
One of the most powerful social media tools available to marketers today is the Facebook “like” button. The “like” button instantly updates people who have liked you and your business. Now you can more easily accomplish the desirable action of requesting someone to “like” your Facebook page after scanning a QR Code®. It’s a natural bridge to transport a customer from a direct mail piece or variable data print (VDP) piece to your fan page.
Linking offline business and social engagement with QR Codes is extremely lucrative. And somehow incorporating mobile marketing into your integrated marketing is important given mobile phones outnumber televisions sets four to one today. According to Chompon.com the value of social for an e-commerce store or business is:
Facebook Share: $14
Facebook Like: $8
Twitter Tweet: $5
Twitter Follow: $2
With these values in mind the top three most popular Facebook pages are pulling in the money through the sales that accompany their “likes.” Here are what Texas Hold ‘em Poker, Facebook, and Eminem “likes” are worth according to Chompon.com:
MOST LIKED on FB # OF LIKES VALUE OF LIKES
Texas Hold’em Poker 41, 979,027 $335,832, 216
Facebook 39,367,404 $314, 939,232
Eminem 35,044,405 $272,355,240
So how do you use QR Codes to drive more likes to your business’ fan page? Likify is a free service that not only allows you to create a QR Code for liking your Facebook Page, but to also insert an image above the code that clearly identifies your business via a video, logo, or product shot.
Back to the LIKE Basics
Focusing on driving your prospect or customer to take one action is powerful. Mobile marketers know that the KISS principal is important. Using QR Codes directed to Facebook Fan Pages with an offline call to action such as “Like us!” can greatly increases social follows and engagement.
Increasing brand loyalty is a doable objective as opposed to getting someone to purchase your product after scanning a QR Code. Remember it’s the power of social engagement that can take your company far. Many marketers aren’t making the connection to social media when their print or direct mail campaigns integrate a QR Code. 62% of the time those codes lead a user to a website and only 8% to something shareable via social media.
Often directing prospects to a website may be a “one and done” solution. Maybe they will scan the code, go to your site, click off, and remember your brand later. Maybe not. However if you get the prospect to “like” your company’s Facebook page, they will be constantly updated on everything you have to engage around. This is a simple concept that is too often overlooked.
Don’t over complicated things. Instead, let get back to the basics of proving to customers we are likable and showing we have respectable products and services that may be of interest. Perhaps Sally Fields said it best in her 1995 acceptance speech at the Academy Awards.
“I haven’t had an orthodox career, and I’ve wanted more than anything to have your respect. The first time I didn’t feel it, but this time I feel it, and I can’t deny the fact that you like me, right now, you like me!”
*QR Code is a registered trademark of Denso Wave