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Measuring the value of social media.

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  • FW: kanter post on blog ROI

    From: Scott Williams Sent: Wednesday, January 07, 2009 12:11 PM To: Glennette Clark Subject:

    kanter post on blog ROI http://beth.typepad.com/beths_blog/2009/01/what-are-the-best-metrics-to-use-to-measure-roi-and-improve-your-blogs-content.html

    My raw notes from yesterday probably aren't super helpful in the discussion we were starting to have. The earned income model seems like a good start. In some cases, I think that there's an equivalency metric - my friends at Vegan Outreach distribute a booklet (I have some on my desk) that costs, say, $0.75 per to distribute. I think you can value views of that at the same value. You can argue that the online version is more disposable, but I'm not sure that's true - I bet they hand out lots that never get looked at. Heck, there's a pile on my desk that no one is looking at. So for a rough number, say $0.75, then you can value the efforts to drive people to that page. In the post on Beth's blog, there's a quote (from Jason Falls quoting KD Paine, I think): "Katie hit the nail on the head near the end of her round table discussion when she said, "Ultimately, the key question to ask when measuring engagement is, 'Are we getting what we want out of the conversation?'"

     And, as stubborn as it sounds Mr. CEO, you don't get money out of a conversation. This is true as far as it goes, but at the same time it doesn't help guide the decision of where to invest. Non-profits certainly gain value out of conversation - for many organizations, changing minds is part of their programmatic goals, and thus eventually part of their fundraising as well. But to be effective, they need to be able to decide where to put their money - is it making the website more useable, having staff spend time on Facebook, or sending them to school assemblies or Capitol Hill instead? And so you do need to figure out what the money value is from getting what you want out of a conversation.

    ------- scott williams | citi - community it innovators | director of development and online strategy | 202-234-1600 x386 | swilliams@citidc.com
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  • Questions about value

    What is the relative value of homepage visitors (or homepage landings?) relative to other traffic?
    Are you gathering information to allow segmentation? Are you marrying this data with fundraising databases (donor interest, contacts?)
    What is the value of your email list adds? Frequency of mailing Do you test?
    What is relative lifetime value of an email donor vs. offline donor (benchmark?)
    What are key pages on your site with special value? Annual report hits -- could be offline donors checking in order to give? Directions -- people find you? Types of pages, and relative value?
     About the organization (move people towards affiliation or donation - valueless without conversion?) Value to members (members only, info about member organizations, directories)
    Action (measurable outcomes) Issue oriented (advance mission -- provide some value into the world) What is the value of advocacy actions? What is the value of "awareness? What is the value of comments, or other participation? Advertising income -- linked to site traffic?

     ------- scott williams | citi - community it innovators | director of development and online strategy | 202-234-1600 x386 | swilliams@citidc.com
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