Five New Measures & Five New Channels for Organizations
Julie O’Neil, Ph.D & Laura F. Bright, Ph.D.
Schieffer School of Journalism
Texas Christian University
Introductions Julie O’Neil, Ph.D.
Associate Professor
Schieffer School of Journalism
Laura F. Bright, Ph.D.
Assistant Professor
Schieffer School of Journalism
Overview Transition from Old to New Media
5 New Channels
5 New Measurements
Integration for Your Non-Profit
Conclusions
Q & A
Media Transitions
12
DemassificationNarrowcasting
Changes in Media ConsumptionMultitasking
Media Models are RedefiningConsumer-centric
Reasons for Change
On a typical day ...
92% of Americans get news from multiple platforms
55% of Americans think it is easier to keep up with the news today than 5 years ago
63% read the news online first and foremost
Of that 63%, roughly 30% have engaged with news content socially, i.e. retweeting, commenting, etc. Source:
http://www.flickr.com/photos/theonlinecirclemarketing/4982666728/
Consumers shifting to ...
Using Social Media to Your Advantage
Cross Market
Spread the word
Educate your audience
Engage your causeSource: http://blog.justgiving.com/community/top-five-ways-to-
use-social-media/
5 New Channels &
5 New Measures
Channel 1: Facebook Timeline
Who is on Facebook
845 million monthly active users
Over 50% of users between 35 - 54 years old
57% have some college education
57% female / 43% male
47% make $50,000 - $99,999 per year
Average time on site: 23.5 minutes
Source: http://thecontentwrangler.com/2012/03/09/infographic-social-media-demographics-facebook-twitter-linkedin-google-and-more/
Source: http://www.socialmediaexaminer.com/study-reveals-why-consumers-fan-facebook-pages/
Source: http://mashable.com/2012/03/21/non-profits-digital-infographic/
Benefits of FB Timeline
Tell your story
Visually connect with your donors, volunteers, prospective markets
Engage & educate your visitors
Keep constituents informed over time
Cross marketing with other media outlets
Visually engage your audience
Keep audience informed
Tell your story …
Cross Marketing
Educate your audience
Engage your audience
Measurement Social Opt-ins
Social Sharing
Likes via External Sites
Local Integration (Check-Ins)
Relevant Moments
Channel 2: Twitter
Who is on Twitter
127 million active users
Average time on site: 11.5 minutes
54% of Tweeters on mobile devices
59% female / 41% male
Mostly 25 - 44 years old
38% at $50,000 - $99,999 annual income
59% have some college education
Source: http://thecontentwrangler.com/2012/03/09/infographic-social-media-demographics-facebook-twitter-linkedin-google-and-more/
Reasons to Use Twitter Cross Marketing
Engage consumers via live chat
Organize a Tweet Up
Involve followers in improvements
Create a hashtag to inspire a conversation
Interact with volunteers
Follow experts in your field
Top 10 Twitter Tips
Be authentic
Reply & Retweet
Follow back
Use favorites
Be an expert
Tweet about others
Send direct messages
Don’t worry about unfollows
Limit tweets to 5 per day
You get out what you put in - have fun!
Source: http://www.fundraising123.org/article/10-twitter-tips-nonprofit-organizations/
Measurement Listen to responses
Followers
Hashtag usage
Click through rates on links
Sentiment
Klout
PeerIndex
Retweet Rank
Twitalyzer
Source: http://www.mediabistro.com/alltwitter/5-tools-to-measure-your-twitter-influence_b3570/
Channel 3: Pinterest
Who is on Pinterest
Women constitute 70% of users
Women primarily ages 25-44; from Midwest and Central U.S.
Average length on site is 16 minutes, just behind YouTube at 16.5 minutes
3rd most popular platform, behind Facebook and Twitter
Source: http://dailyinfographic.com/a-very-pinteresting-infographic
Reasons to Use Pinterest
Tell your story with images
Curate content
Build community among your values
Drive behavior: website traffic, money, activism, and more
Use Pinterest to Visually Tell a Story
Use Pinterest to Secure Donations
Use Pinterest to Drive Behavior
Use Pinterest to Create Community
Measuring Pinterest
Pinpuff
PinReach
Pinerly
Google Analytics
Channel 4: QR Codes
Source: http://www.forbes.com/sites/ilyapozin/
2012/03/08/are-qr-codes-dead/
Users of QR Codes
In June 2011, 14 million U.S. smartphone users scanned a QR code. That’s 17% of smartphone users.
54% of QR code scanners are between 18-24 years of age
QR code scanners are 60% male and 40% female
36% of QR code scanners have a household income of $100,000 or more
Source: comScore, inc.
QR codes to tell a story
http://www.springwise.com/retail/totem/
QR codes to increase transparency
Source: Selfishgiving
QR codes to increase donations
Measuring QR Codes?
Depends on your purpose.
Channel 5: Geolocation Marketing
Source: http://itsallpartoftheplan.wordpress.com/2011/07/2
4/location-based-services-are-they-useful/
Users of Geolocation apps
75% ages 23 to 45
37% female, 63% male
Average income $92,000
In 2010, 42% had used a geolocation app; in 2011, 32% had used a geolocation app.
Source: Forrester
Geolocation app to increase patronage
Brooklyn Museum provided a 1-
year free membership for its “mayor” on Target First
Saturday
Geolocation app to engage
Streams and Valleys:•96 Foursquare friends. •15 spots checked 297 times
Geolocation to encourage exploration
Source: http://www.slideshare.net/chadnorman/50-more-social-media-tactics-for-nonprofits
Measuring Geolocation
apps?
Depends on your purpose.
In summary
It’s not about the tactic, it’s about the results.
And your organization.And your mission.
And your goals and objectives.And your resources.
Questions &
Comments