Social Media And Engagement Strategies For Online Campaigns
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Transcript of Social Media And Engagement Strategies For Online Campaigns
Social Media and Engagement Strategies for Online Campaigns
Understanding the context of social media for fundraising
Introduction What is Social Media
Engage FirstDeveloping a Social Media Strategy
Engagement Leads to Donations Platforms for Giving:Twitter, Facebook, YouTube, Blogs
Key Concepts
http://www.flickr.com/photos/ul_marga/755378645/
What is Social Media, anyway?
http://www.flickr.com/photos/-bast-/349497988
A platform for conversation
http://www.flickr.com/photos/61237118@N00/292848286/
Encourages conversation by multiple users
Utilizes the Power of Weak
Ties
http://www.flickr.com/photos/tierug/3153428697/in/set-72157611999817541/
http://www.flickr.com/photos/eelssej_/524781662/
Is organic and uncontrolled
Includes Viral ElementsIncludes Viral Elements
KeySocial
platforms
BloggingMicro
Blogging
Photo Sharing
Video Sharing
PodcastsWidgets
Social Networking
Chat Rooms
Message Boards
RSS Feeds
Source: Universal McCann Companies Study on Social Media Trends (March 2008)
…are also about
relationships
Friends & Family Trump all other recommendations
influencing purchases
Fellow Consumers/ReviewersMost credible form of “advertising.”
Second only to personal advice from a friend
Does this compel you to shop at an Oxfam store?
http://www.flickr.com/photos/wheatfields/3275747185/in/photostream/
Or is this more compelling?
Social Network Peers
Are 3X more likely to trust their peers’ opinions over advertising when making a
purchasing decision
Social Network Peers
Are 3X more likely to trust their peers’ opinions over advertising when making a
purchasing decision
Social Networks are Highly Trusted by Users
http://mashable.com/2009/03/26/social-media-nonprofit-study/
What Happens There?
http://www.flickr.com/photos/itzafineday/2615537456/
Social Media Influences ActionsSocial Media Influences ActionsAction Taken As a Result of Social MediaAction Taken As a Result of Social Media
Online Donors…Online Donors…Fast-growing segment
Great source of NEW donor acquisition
Tend to give larger one-time gifts ($120)
Younger, higher incomes than direct mail
Good for smaller organizations
Migrate to offline giving (mail donors do not migrate online)
http://mashable.com/2009/03/26/social-media-nonprofit-study/
http://www.emarketer.com/Article.aspx?R=1006930,
Growing Preference for Communication via Social Media
http://mashable.com/2009/03/26/social-media-nonprofit-study/
http://www.createthefuture.com/trend_of_the_week_2008.htmhttp://overthewire.typepad.com/my_weblog/2009/03/that-newsletter-is-so-1999-
1.html
64% of engaged Americans want to keep up with nonprofits through social media
Your website isn’t just your URL
It’s your entire Social Web
Online Donations:It’s a Two- Step Process
Engagement Leads to Donations
…not the other way around
First Step: Create Your Social
Media Strategy
http://www.flickr.com/photos/56597995@N00/376738951/
Begin With Organizational Goals
Evaluate Your Assets
WebsiteExisting Social Media
DonorsStakeholders
Staff/Volunteer TimeYour Brand
http://www.flickr.com/photos/39096030@N00/3189979378/
Listen to the Conversation
Monitor a Few, Research Many
Support Your Goals with the Right Platforms
http://www.flickr.com/photos/74884859@N00/3733483126/
Create Success MetricsCreate Success Metrics
Leading to tangible Tangible: Converts to Time and/or Money
Everyone Has to Garden!
http://www.flickr.com/photos/14186757@N04/2530544019/
How Much Time?How Much Time?
http://www.flickr.com/photos/cambodia4kidsorg/2906235414/
Map Out a Social Media Plan
http://www.flickr.com/photos/33760598@N03/3147751192/
Begin the Real Engagement… http://www.flickr.com/photos/
51035644987@N01/436670816/
Second Step: Support Campaigns with the Right Social
Media
http://www.flickr.com/photos/56597995@N00/376738951/
Successful Online Campaigns Are a result of prior social
media engagement
Consider Key Platforms
URL
Social Network Fundraising Examples Utilizing Twitter,
Facebook, YouTube
1st Tweetsgiving: November 2008
http://tweetsgiving.epicchange.org/join-us/
(Organized by Epic Change)
• Share gratitude on twitter. Thanksgiving tie-in.
•Give a brick ($10) to build a school in Tanzania using the ChipIn widget
The Effort:
• Asked influencers to tweet
• Good tagline “put the giving back in Thanksgiving”
• Short-term (2 days)
• Pre-seeded blog posts and twitterers
• Recognized higher donors (over $100) on website feed
• Blog and press news feed
http://meshugavi.com/2008/12/how-do-you-measure-gratitude-a-tweetsgiving-wrap-up
• 107 press and blogger mentions
• 15,830 page views, 7,563 unique visitors, from 101 countries
• 3,000 gratitude tweets
• Top Twitter trend
• $11,021 in 364 donations
http://meshugavi.com/2008/12/the-story-beyond-the-stats-in-tweetsgiving
The Results:
Beers for Canada: July 1, 2009 (Canada Day)
Open government data to citizens
Promote transparency in public office
The Effort:
• Created “Beers for Canada” microsite
• Asked key twitterers and bloggers ahead of time
• June 30 – July 2 •Donate! Buy a beer, a pitcher, or a round for Canada
http://beth.typepad.com/beths_blog/2009/07/alistair-croll-guest-post-using-twitter-for-fundraising-lessons-learned-from-beers-for-canada.html
#beatcancer
Launched at Blogworld Expo 2009. Set Guinness World Record: most social mentions in 24 hrs
http://wthashtag.com/Beatcancerhttp://mashable.com/2009/10/19/beatcancer-sets-record/
October 22, 2009
Raised $70,000+ for four cancer charities
Causes: Some Insights from Case Studies
Young Hadassah International
48 hours Causes fundraiserPeople changed their profile photo to YHI logo for 48 hoursReached 1500 peopleMostly $20 donations100 new members joined the Cause
In conjunction with the “Help Hadassah Heal” Campaign – website, podcasts
http://nonprofitconversation.blogspot.com/2009/03/impromptu-fundraising-using-facebook.html
LFA Facebook Causes
increased donations 790%!http://smartblogs.com/socialmedia/2009/07/28/a-facebook-success-story-from-the-lupus-foundation-of-america/
Causes = “Action Center”• petitions• phone calls• donations• recruit interviewees
Increased Causes membership 584% in 6 mos
Causes as “Action Center”
LFA Causes Numbers:• Jan 2009 – 3,000 membs and $630 raised• June 2009 – 21K membs and $5,700 raised• Increased donations 790% in that time• Increased membership 584%• about 500 new members join each week
Facebook Causes is not just for fundraising! Think of it as an “action center”
Make sure the Cause is active, extremely engaging
Combine with Twitter, message boards, blog, Facebook Page, for more impact
Reach out to unofficial Causes
Causes Key Takeaways
http://www.flickr.com/photos/65745122@N00/3839146973/
http://www.youtube.com/watch?v=ZK38BWy-O9E&feature=player_embedded#
Video Overlay
http://www.youtube.com/watch?v=DEnlrE4iMBU
Video Links Here
You Tube Key Takeaways
• Sign up for the nonprofit program (US or UK)!
• Create buttons that link out
• Appeal overlay option to link out
• Compelling storytelling platform
Strategic Blogging Moves the Campaign Forward
News/UpdatesCampaign InfoBehind the ScenesCalls to ActionPersonal StoriesAchievements
Map Out the Blog’s Supporting Role
Examples of Strategic Blogging
http://sharing.mayoclinic.org/2009/05/01/share-your-mayo-clinic-story/
Why Not a Social Media Thank You Note?
All Twestival donors received this email “thank you card” (me included)
Daily Videos During Drilling
Social Media Plants Seeds
http://www.flickr.com/photos/17639055@N00/2302481669/
Real Engagement Leads to Donations!
http://www.flickr.com/photos/kuzeytac/3407719720/