social media analysis for maldef
TRANSCRIPT
SOCIAL MEDIA STATE |
OVERVIEW
ORGANIZATION FACEBOOK FANS TWITTER FOLLOWERS YOUTUBE VIEWS
National Counci l of La Raza 21,886 17,827 123,305
MALDEF 19,335 4,622 72,191
UFW 17,100 3,463 203,390
League of United Latin American Cit izens 3,229 3,317 13,299
COMPETITORS
Posting is consistent with a wide range of content
Posts are too text-heavy, potentially turning off viewers
Retweets of influencers and relevant content regarding current events
Regularly updated with exclusive content ranging from interviews to event
coverage
WHAT’S WORKING WHAT’S NOT
Content is often recycled from Facebook and isn’t exclusive to Twitter
No insights into MALDEF culture or recent community initiatives
OUTLETS CURRENT STATE AVERAGE GROWTH RATE FOR Q2 – Q3 2012
FORECASTED TOTAL FOR Q1 2013
Facebook 19,335 Fans 8.74% / Quarter 21,024 Fans
Twitter 4,622 Fol lowers 15.72% / Quarter 5,348 Fol lowers
YouTube 72,191 Views 1.59% / Quarter 73,338 Views
TO MEASURE THE SUCCESS OF SOCIAL MEDIA STRATEGY AND KEEP OUTLETS ACCOUNTABLE,
HERE ARE SOME OUTLINED MILESTONES:
AT THE END OF THE FIRST QUARTER, EXAMINE WHAT OVERALL GOAL WAS, HOW MUCH WAS ACHIEVED, AND DETERMINE HOW TO CHALLENGE DEPARTMENT MOVING FORWARD.
DEMOGRAPHICS
FANS ARE NEWS SAVVY AND AWARE OF CURRENT EVENTS.
TARGET AUDIENCE FALLS UNDER
GENERATION X & Y.
FEMALE (18 – 44 YEARS OLD) MALE (18 – 44 YEARS OLD)
WITH 1.8 BILLION SOCIAL MEDIA ACCOUNTS AROUND THE WORLD, THE GEN Y MARKET ALONE
DONATES MORE THAN $14 BILLION ANNUALLY
Source: http://www.cio.com/article/718660
SOURCE: Blackbaud’s 2011 Multichannel Giving Report
NONPROFIT LANDSCAPE
HOW THE TOP 50 NONPROFITS DO SOCIAL MEDIA
90%
70%
92%
90%
YOUTUBE
92% OF NP WEBSITES
CONTAIN AT LEAST ONE
SOCIAL MEDIA BUTTON
SOURCE: CraigConnects 2011 Report
AVERAGE DONATION SIZE
SOURCE: Blackbaud 2011 Social Giving Report
ONLINE / WEB $60
MOBILE WEB $56
FACEBOOK / TWITTER $40
Twi6er users increased their fundraising goals at least 3x, and raised nearly 10x more than those who did not use Twi6er
ONLINE DONORS
SOURCE: Blackbaud 2011 Social Giving Report
ARE YOUNGER
THAN OFFLINE DONORS
HAVE HIGHER INCOMES
GIVE MORE THE FIRST TIME
AND GIVE MORE OVER TIME
Median Age 25 – 55
Median Age 45 – 75
$100k+ Earners
32%
$100k+ Earners
18%
$62 Median GiU
$32 Median GiU
$197 4-‐Year Revenue
$158 3-‐Year Revenue
$118 2-‐Year Revenue
$51 2-‐Year Revenue
$66 3-‐Year Revenue
$72 4-‐Year Revenue
NEXT STEPS
AUDIENCE IS HUNGRY FOR INFORMATION: 70% OF GEN Y SEARCH FOR
ORGANIZATION’S MISSION AND HISTORY
Source: http://www.cio.com/article/718660
SOURCE: re:charity 2011 Gen Y Fundraising Report
AUDIENCE WANTS TRANSPARENCY: 70% OF GEN Y WANT TO LEARN ABOUT
ORGANIZATION’S FINANCIAL CONDITION AND 65% OF GEN Y WANT EXPLANATIONS ON
HOW SUPPORT WILL MAKE A DIFFERENCE
Source: http://www.cio.com/article/718660
SOURCE: re:charity 2011 Gen Y Fundraising Report
SOCIAL MEDIA STRATEGY TAKES A MULTIPRONGED APPROACH TO SUPPORT THREE MAJOR AREAS:
OUTREACH DONATION / SALES
• Event focus • Bloggers / Influencers • Media partnerships
• Email blast support • Promotions tied to
charity drives • Driving ticket sales • Email acquisition
BRAND BUILDING
• Current event focus tying back to MALDEF
• Innovative campaigns • Fan engagement • Behind-the-scenes
THANK YOU |