ROI for Nonprofit Organizations

Today I’ll be discussing the calculating of the return on investment (ROI) of social technologies in organizations, but with a twist. I’ll be discussing this in relation to the famous nonprofit organization called WWF just because I can’t get enough of them. I’ve been wondering just how nonprofit organizations approach ROI calculations because they don’t make profit obviously. As I see it, there are two different types of ROI calculations when it comes to nonprofits. Firstly there is the typical ROI calculation because the organizations still need to make money and the effort to make this money needs to be less than the overall profit achieved, simple stuff. But it’s what these organizations do with the profits that differ them for regular organizations and deciding what to spend these hard earned profits on also requires a ROI calculation but not will just numbers and that’s what I will be discussing today. With the tough economy it’s particularly tough for nonprofit organizations because people have less money to give and simple donations from individuals generally represent a huge portion of funding for these organizations. Image Therefore, nonprofit organizations must adapt to stay alive in the harsh jungle that is business. In my previous blog posts I have discussed many ways that WWF have embraced social technology so I’ll discuss a different WWF imitative, Earth Hour, and how they calculated the ROI. WWF is a big promoter of earth hour and they have managed to cut the costs of doing this and increase the awareness yield by embracing social media. They used YouTube (free), Facebook (Free) and Twitter (Free). Of course the whole campaign cannot be free as there are other factors such as staff costs and maintenance to consider. Unfortunately for us, these figures haven’t been released to the public to we will have to make an educated guess of $2 million. The yield of the campaign can’t be measured in a dollar value because WWF is a nonprofit organization and therefore making a profit wasn’t the objective, increasing awareness was. Earth hour 2012 had the biggest increase in participants since 2009 due to this campaign. Their YouTube channel was the 9th most subscribed nonprofit organization and when their video was uploaded it was viewed every 4 seconds. Their Earth hour message appeared 56.1 million times in Google over 24 hours and the Earth hour hashtag (#Earthhour) was one of the top three twitter trends. Their Canadian Facebook group received 100,000 participants and they all at a faction of the cost compared to the use of paid media. Now we have a cost and a general profit, now we can do an ROI. Usually an ROI calculation is as follows : Image We can use this calculation though because the profit isn’t a number. This is the second type of ROI that I briefly described at the beginning of this post. WWF didn’t make any money, in fact they spent $2 million according to my estimation. So how can we do an ROI? Do we need to do an ROI? I believe we do.


If you look at this graph of the earth hour’s results (you will have to zoom in) we can easily determine that it was a success. That  amount of energy reduction for $2 million (could be completely wrong but you get the point) is defiantly justified. Although, in other cases this might not be an easy decision. What if the situation was $500,000 to save an elephant? Some might say it’s justified others would not. This is a major weakness of calculating ROI for nonprofit organizations in this way. Which begs the question, Who should decides what the WWF’s actions are worth? The Executives or the general consensus of the public who make donations which make up the vast majority of WWF’s funds? If you have an idea about this moral conundrum, please post it in the comments?


Social Media Monitoring

I’ve been discussing social media the past 8 weeks and I hope I’ve realised by now that it’s kind of a big deal, so big in fact that us feeble humans couldn’t possibly keep track of its whereabouts. So like an over protective father to a generously proportioned teenage daughter, we made tools to keep a track of social media’s crazy antics. These tools will be the topic of this week’s blog post.


Social Mention is an example of one of these media tools that can monitor all mention of anything the user desires but it’s most useful when measuring the impact of an organisation on social media. Since I’ve already discussed the social media habits of WWF in a previous post (you should read it if you haven’t, it’s fantastic) I’ve decided to do an analysis WWF’s social media impact using Social Mention. It is surprisingly easy to perform the analysis, simple enter the organisation or phase and hit enter and it will search for posts from across the universe, apparently, and you will be presented with a list of links to social media website posts where WWF is mentioned. These sites are mostly Facebook and Twitter but there is a sprinkling of Flickr and Ask thrown in for good measure. This isn’t surprising because Facebook and Twitter are the most popular social media websites. Once the Social Mention found all of the instances of WWF mentions, it performs the all-important analysis.

It can tell you the top keywords used and the number of times each is mentioned but for some reason this section is blank when analysing WWF but I can see that this would be a useful feature when working by allowing organisations can see what the majority of posts are about without having to read them all. Social Mention can tell you exactly how many ‘them all’ is and even how many of them are positive, neutral or negative which I think is a really cool future but have no idea how it works. At first I thought it mustn’t work very well because it showed that WWF has 65 positive, 311 neutral and 6 negative at which point I assumed that mostly it couldn’t tell whether positive of negative so it just filed them mostly under neural. However, I read a few positive, negative and neutral posts and Social Mention was spot on! It also determines simple aspects such as the top users, top Hashtags, Top Sources, minutes avg. per mention, last mention and unique authors.




Social Mention is also brilliant enough to perform a deeper analysis which includes strength, passion and reach.  Strength determines the likelihood that the organisation is being discusses via social media. Passion is a measure of the likelihood that the individuals that talk about the organisation will do so repeatedly. Reach is the measure of the range of influence that the organisation has through social media.  Sentiment is a ratio the shows the positive to negative posts. All of these are determined via different boring calculations that I won’t go into but if you really want to know just visit the website and each calculation provides vital information for organisation to measure their success with social media.


Blogs in the Professional Service Sector

This week’s blog is about the professional service sector…. What? That’s not interesting enough for you? Well don’t fret because it’s not just about the professional service sector, its also about social media! Now that I’ve got your attention lets discuss Deloitte.


Deloitte is a professional service firm that provides audit, tax, consulting, enterprise risk and financial advisory services. Not only is it the largest professional service network in the world, it is also an example of an organization that has utilized enterprise 2.0 and social media.  Coincidence? I think not. Deloitte take advantage of YouTube, Facebook, LinkedIn, twitter, Pintrest and the trust old blog. It’s no wonder that Deloitte ranked number one on Living Ratings list of professional service organizations that embrace social media. All of these social media efforts are aimed at the ten value levers of the McKinsey report but more specifically, derive customer insights and use social technologies for marketing communication/interaction. All of the aforementioned social media tools are accessible from the Deloitte website in the ‘Follow Us’ section which indicates that they want to build a lasting relationship with their customers instead of one off purchases.


Deloitte takes blogging very seriously because while researching the organization I’ve manage to find about 12 different Deloitte blogs.  Some blogs are tailored for specific countries and some blogs are tailored to specific topics. Deloitte has covered all bases on the blog front by doing this and they have done a good job because these blogs consist of not only informative posts about Deloitte, they also contain posts about industry related topics outside of Deloitte.  This enhances the Deloitte organization by creating an online presents that not only advocates the Deloitte service but gives back and participates in the community by providing resources about topics from ‘Renewable energy’ to  ‘The 50th international Paris air show. Of course each blog posts allows and encourages its readers to post comments and to share the post on all the social media websites to increase Deloitte’s digital reach even further.  These comments sections are particularly important because they can be used to gather insights from their customers about their products and services which is a fundamental aspect of market research and customer insights value lever.


All of the blogs have numerous links back to the main Deloitte webpage where all the Deloitte magic happens and where they would want to direct their readers because the main page has all of the organization’s information.

This week’s question to all my adoring readers: Do you think having multiple blogs for an organization is a good idea or not? And why?

A list of the many blogs –>

The Panda Made me do it

The world is doomed! It’s only a matter of time. “Blood and fire and pillars of smoke. The sun shall be turned into darkness, and the moon into blood.” (The Bible, 835 B.C ) Who will save us? God? Obama? Mr. Norris? No.  The World Wide Fund For Nature (WWF) of coarse.  WWF’s mission is to stop the degradation of the planet’s natural environment and to build a future in which humans live in harmony with nature. They do this by conserving the world’s biological diversity, ensuring that the use of renewable natural resources is sustainable and promoting the reduction of pollution and wasteful consumption. How can this one non for profit organization save the entire earth I hear you ask? They will accomplish this via the use of social technologies. Yep that’s right, social technologies are so great that they will indirectly save the world one day. WWF mainly uses these social technologies for marketing communication/interaction with the public to gain awareness for their causes.


Social Media and WWF

Social technologies such as Facebook, Twitter, YouTube and blogs have played a large role in the WWF’s marketing strategy. “I see our web site as our home base, the blog as our podium and Twitter, YouTube, Flickr and LinkedIn as our mega phone,” said Clair Carlton (the Social Media Manager for the WWF’s Climate Policy Campaign). These tools have provided WWF with the opportunity to engage their supporters and reach new audiences in a way that wouldn’t be possible without social technology. Specifically, WWF receives more engagement in their campaigns by posting status updates and images from the field, link back to the WWF website, speak directly with their supporters and share environmental conservation information much more effectively.

An example of this is that a Facebook poll discovered that a high percentage of supporters’ favorite marine animal was the dolphin. WWF was able to responded directly to those people by directing them to the then recently developed report on the endangered Mekong dolphins.

“By educating people about how we can preserve our environment, we can grow support for our organization and the cause,” said Sarah Desilets , who manages social networking outreach for the WWF in the US. “We need members and support to be able to achieve our mission, and social media allows us to appeal to a new, broad audience.”


Building a community

WWF has a campaign called ‘The panda made me do it’ which gives regular people such as you and I the chance to help out with a number of wildlife issues. Simply visit the website below, choose a cause you are most passionate about and you can either donate to that cause or share the article one which social networking site you prefer. You can even adopt a turtle! *live turtle not included. There is also a Facebook page where supporters can share what the panda made them do such as ‘choose sustainable seafood’ or ‘stop using my car as much’. Supporters can also interact with each other and spread awareness by sharing these stories. This provides supporters with a way to actively engage with and become a part of the WWF community.

#PandaMadeMe do it, what will you do?

The panda made me write a blog post about saving the world through the medium of social technologies and WWF. What has the panda made you do?


Risks of Social Media


Howdy all. The last couple of weeks I’ve been talking up enterprise 2.0 and social media and I know what you’re thinking “Social media is the cat’s pajamas, lets implement this stuff”.  Whoa there cowboy, calm down, you need to know about the risks. There are six main risks that face organizations when it comes to social media:

1. Confidential information

2. Technology risk

3. Reputation risk

4. Employment

5. Statutory risk

6. Occupation and organization risk



I’m going to discuss some of these risks in respect to the ANZ bank. The most potentially destructive risk to ANZ bank, or any bank for that matter, would be the misuse of confidential information. Banks are one of the types of organizations that are most vulnerable to this risk because they have highly sensitive information such as bank account details in addition to all the usual personal information such as addresses and email accounts. Luckily, the risk of this is fairly low because it only uses social media for marketing purposes.


The risk of developing a negative reputation is always a huge risk when it comes to companies using social media. If one person has a bad experience with ANZ they can easily share their bad experience with a large demographic of people by, for example posting a complaint on ANZ’s Facebook page for everyone to see. This risk can also be an asset to the company if ANZ takes these complains and rectifies them or provides compensation through the same channel to show that they really do care about their customers.

One of the most important things to consider when utilizing social media is a social media policy. The purpose of a social media policy is to ensure that the company’s employees understand their obligations when using social media. ANZ should include at least 10 major aspects according to Sharlyn Lauby (president of Internal Talent Management (ITM)).

  1. Introduce the purpose of social media
  2. Be responsible for what you write
  3. Be authentic
  4. Consider your audience
  5. Exercise good judgment
  6. Understand the concept of community
  7. Respect copyrights and fair use
  8. Remember to protect confidential and proprietary information
  9. Bring value
  10. Productivity matters

ANZ should consider all of these points when developing a social media policy.


Social media is an exciting wonderland of fun, entertainment and business improvements opportunities but it doesn’t come without risks. A company should consider all of the mentioned risks before diving in the deep end of social media. 

Enterprise 2.0 Improving Companies

Welcome ladies and gentlemen to another action packed blog post. I hope you are ready to learn about how red bull has benefited from implementing enterprise 2.0 tools because that is what today’s blog is about.

Have you heard of this lovely little brand called Red bull? Of course you have because Red bull is a master of marketing and sales. So crack open that can of Red bull because this post is about to get exciting.

You can’t walk across the street without seeing the Red bull logo because let’s face it, Red bull promotes pretty much everything, well everything adventurous anyway.




But I want to talk about how Red bull uses enterprise 2.0 technologies to achieve their dizzying heights of fame and fortune.



The Red bull website is a marketing hub for everything sporty. It collects and displays all news and information about sporting events, famous and upcoming athletes, games, photos and videos about everything Red bull related. I think it’s a stroke of genius because the website successfully advertises Red bull energy drinks, advertises Red bull events and athletes while still providing a positive experience for users that are interested in extreme sports. Community discussion is encouraged through the medium of comments which can be posted on articles, videos and images which is a fundamental aspect of enterprise 2.0.




The site achieves all this without shoving Red bull energy drinks and available products down the user’s throat every 5 seconds. But the products are their of course. There is a separate web store devoted to selling Red bull products which is available through the original website. There is also an option to sign up and receive the Red bull newsletter so the news comes to you! What will they think of next?




Red bull is also on the social media band wagon with their Red bull Facebook page. I think it has been a success because at the time of writing this, it has 39,638,999 likes and 340,024 talking about it. This is a great marketing tool because the vast majority of the population uses Facebook which makes it likely that most people will come across Red bull at some point. I know I have because 27 of my friend have already liked the page.


There you have it, an example of just how much implementing enterprise 2.0 strategies can improve a company. Red bull have taken advantage of these strategies to dramatically increase the profitability of their marketing to the point where people actually want to where their logo! Crazy stuff.



How to be more Productive featuring web 2.0

Are you one of those people who hate change? Like to do things like you’ve always done them and no amount of hype and recommendations from pesky friends will change that? I thought so. I used to be a skeptic like you until I took a stroll down the web 2.0 lane and emerged a new, more productive, man and I’m here to pass this gift onto you.  So gather round and get comfy because your life is about to be changed.

1. Twittertwitter_icon4

I decided to jump right in the deep end and do some experimenting with Twitter which I’ve never used before. I know what you’re thinking ‘how can Twitter be a productive tool? It’s the opposite of productive’. Well that’s where you are wrong. I am able to promote this fantastic blog on twitter, I get a lot of my news on twitter and I only get news about my interests and not what Justin Bieber is having for lunch. I also get my fill of politics and selfies by following the KRudd which has renewed my interest in what’s going on in Canberra a little bit. Normally I would seek out this information on multiple other websites but now thanks to the marvel that is twitter, I have more time in my day to publish blog posts.

2. LinkedIndownload (1)

I’ve had a linked in account for some time now but I have never really used it and I’m unsure as to why I even crated an account in the first place.  It turns out that linked in can serve as an online resume that you can use to apply for jobs, receive handy tips from industry professionals about almost anything related to your career and make connections within the industry. I’ll be starting my career very soon and I’m glad that I now have this tool at my disposal.

3. Google Drivedownload

Possibly my top pick for web 2.0 tools is Google Drive. I don’t know how I would survive without it because it is just so amazing. Is there anything that it can’t do? I use it as digital storage for all of my uni documents which also allows me to access them from anywhere that has an internet connection. I can share these documents with colleagues straight from Google docs and it will also allow that fellow colleague and I to edit that document together! It has got to be the handiest tool for working collaboratively in the world.

Well there you have it, 3 ways that you can take advantage of web 2.0 technologies to make your life more productive. If you know of any alternatives to these tools please leave a comment and tell me all about it or tell me what’s your favorite web 2.0 tool and why.