War Child - Social Media and ROI
26
Presented by: James Topham, War Child Canada David Jones, Hill & Knowlton Canada Raising a Social Media Army to Fight for Child Soldiers
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Presentation by James Topham of War Child Canada and David Jones of Hill & Knowlton Canada at Advanced Learning Institute Conference, April 29
Transcript of War Child - Social Media and ROI
Presented by:James Topham, War Child CanadaDavid Jones, Hill & Knowlton Canada
Raising a Social Media Army to Fight for Child Soldiers
War Child Canada• Programs are focused on:
– Education– Strengthening children’s rights– Reducing poverty – Fostering self reliance
• Supporting to communities in:– Afghanistan– Sudan (Darfur)– Uganda– Democratic Republic of Congo– Ethiopia– Sri Lanka– Georgia
War Child & Social Media
Camp Okutta - Viral Success
Help Child Soldiers Fight
Can Lightning Strike Twice?
Can Lightning Strike Twice?
The Program
Objectives
Generate awareness and engagement for War Child Canada
• Camp Okutta was the benchmark• Get signatures on the e-petition
Establish a War Child presence in social media
• Commitment beyond the campaign
Drive donations
• Money talks
Digital Footprint: SMNR
Objectives• Digital news hub• Integrated in WC site• Integrated with Facebook• HQ for blogger outreach
Digital Footprint:Facebook
Objectives• Spread awareness• Drive to petition• Empower the fans
HelpChildSoldiers.com
Blogger Relations
Objectives• YouTube video embeds• Get people
talking/sharing• Engagement and
advocacy• Petitions and donations
Objectives• Amplify the program• Establish the WC presence• Create a network
Results
YoutubeResults• Okutta reached 107K
views in one year; Child Soldiers reached 115K in three weeks
• Top Featured and Top Favourited on Youtube globally
• 6th most discussed nonproft video of all time in Canada
• 1666 comments and counting
Blogs
• Who’d we pitch?• Visuals of pitch• Screen caps of results
Results• Blogger Knife Box drop
lead to features in:• BlogTO• She Does the City• IwantIgot• Big City Liberal • And more! (total of 65
posts)• Lead to 17,689 referrals
to helpchildsoldiers.com from blogs and websites
Results• 38 Twitter mentions• Reaching a influence
sphere of over 10K members
WebsitesResults• Over 7,800 visits to
helpchildsoldiers.com• 2,000 new memberships• 80% increase in
volunteers• 50% increase in donations• Warchild.ca web traffic
doubled during campaign blogs and websites
FacebookResults• 16% increase in fans• 200 new members
Return on Investment
Return on Investment
@TopsatWarChild’s twitter network grew from
Add more War Child Canada staff and combined followers now stands at well over 2000
0900+ in 5 months
Return on InvestmentHeroes Benefit CD Twitter promo:
$1,500200% Increase in followers
856 Twitter mentionsInfluence - 150,000 members
Return on Investment
• Inclusion in 12 for 12K Twitter promo - $12,000
• Voted by community to be recipient of mesh conference funds; those funds were doubled by a Twitter user - $2,500
A valuable community:
Return on InvestmentMost Importantly:
• Donations up 38% from last year ($50,000 over two weeks)
• 300 requests to be volunteers• Live Tweeting from War Zone by co-
founder Samantha Nutt (@NuttsAtWarChild)
