Measuring ROI: Tools, Tips and Tricks of the Trade
How do you measure your ROI in social media spaces when you can't put a dollar value on user engagement? How do you begin to explain to your boss the value of a single Facebook fan or Twitter follower? We do it every day, and we've got some ideas we think work well. We'll show you how to measure your success with good planning, powerful tools and simple tricks. But know every campaign and every initiative is different, so we'll discuss ways to create a plan that fits your needs.
Danielle Brigida works as the social media strategist for the National Wildlife Federation. She supports constituent outreach by investigating online tools and social networking sites to discover how best to use them to educate, engage and mobilize people to protect wildlife. As NWF's lead voice on social media sites, she tracks emerging trends and finds the most effective ways to drive traffic to NWF's campaigns.
Apollo Gonzales is the Netroots Campaign Manager for the Natural Resources Defense Council and the Director of Online Strategy for the NRDC Action Fund. Apollo provides campaign strategy to over a dozen Program campaigns ranging from Mountaintop Removal Mining to Toxics Reform. He is tasked with the mission of moving on line advocates from one click activism to super activism, and to bring traditionally siloed institutional expert's voices to the blogosphere.
He can be found on Twitter @apollogonzales
Stephanie Pistello is a Legislative Associate for Appalachian Voices and The Alliance for Appalachia. She works exclusively on the campaign to end mountaintop removal coal mining in order to create a healthy, sustainable future in the coalfields of Central Appalachia. Stephanie lobbies Congress and the Obama Administration, builds and maintains a national coalition of organizations and bloggers advocating on the issue, and works with the outreach and government affairs teams of Appalachian Voices to develop online strategies and action tools that support the success of the DC campaign.
Josh Nelson is a climate hawk, writer and online organizer based in Washington, DC. He is a Campaign Manager at CREDO Mobile, working to transition the United States off of coal as quickly as possible. Prior to that he was Director of Online Communications and New Media at Al Gore’s Alliance for Climate Protection, where he oversaw the organization’s email list, websites, online fundraising, blog and social media efforts. Before joining the Alliance, Josh was New Media Manager at The Hatcher Group, a Bethesda, Maryland based public affairs firm, where he advised dozens of progressive nonprofits and foundations on new media strategy. In the fall of 2009 The Hatcher Group published Josh’s report, New Media and Social Change: How Nonprofits are Using Web-Based Technologies to Reach their Goals. He was previously the Online Grassroots Coordinator at the National Wildlife Federation. His writing can be found at EnviroKnow.com, Grist, Climate Progress, DeSmogBlog, and Huffington Post.
