Engaging donors and users online - Nordic summit of Diabetes foundations June 2014

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How do you make someone listen, how do you reach out to people using digital media? Can you really get someone to care about your cause, and can you really help someone with their problems? Yes, and here's how.

Presentation given at the Nordic summit of Diabetes Foundations in June 2014.

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Engaging donors and users online - Nordic summit of Diabetes foundations June 2014

  1. 1. about.me/BeateSorumabout.me/BeateSorum @BeateSorum ♥Internet
  2. 2. about.me/BeateSorum
  3. 3. about.me/BeateSorumabout.me/BeateSorum Norwegian Cancer Society • Finance research • Cancer care • Prevention • Advocacy • Information • Fighting cancer globally
  4. 4. about.me/BeateSorumabout.me/BeateSorum CC BY-NC-ND 2.0 https://www.flickr.com/photos/dipster1/1403240351 We knew the tools
  5. 5. about.me/BeateSorumabout.me/BeateSorum CC BY 2.0 https://www.flickr.com/photos/bistrosavage/3774175/in/photostream/ wtf ?
  6. 6. about.me/BeateSorumabout.me/BeateSorumCC BY-NC 2.0 https://www.flickr.com/photos/mn_francis/397620193
  7. 7. about.me/BeateSorumabout.me/BeateSorum The world changed
  8. 8. about.me/BeateSorum
  9. 9. CCBY-NC2.0 http://www.flickr.com/photos/tollaksen/328642857/in/photostream/ You.
  10. 10. about.me/BeateSorumabout.me/BeateSorum You are still you
  11. 11. about.me/BeateSorumabout.me/BeateSorum Less cancer More survival Support and care
  12. 12. about.me/BeateSorum - Norwegian Cancer Society Facebook Strategy We will create dialogue with the user. Contacting us should be easy, and you will get to talk to professionals. ! We will show the full width of what we do. 
 We will rarely ask you to support our work»
  13. 13. about.me/BeateSorum
  14. 14. about.me/BeateSorum I can’t help her
  15. 15. about.me/BeateSorum – Johnny Appleseed «Skriv et sitat her.» She can
  16. 16. about.me/BeateSorum 92 chats
  17. 17. about.me/BeateSorumabout.me/BeateSorum Your users are still your users
  18. 18. about.me/BeateSorumabout.me/BeateSorum Why someone needs us CC BY 2.0 https://www.flickr.com/photos/calliope/6025359063/in/photostream/
  19. 19. about.me/BeateSorum - Young girl on our facebook-page I have a mole on my leg, it itches and bleeds sometimes. Should I be worried?
  20. 20. about.me/BeateSorumabout.me/BeateSorum 0 % 5,5 % 11 % 16,5 % 22 % 13-17 18-24 25-34 35-44 45-54 55-64 65+ 4 % 10 % 18 % 21 % 17 %16 % 11 % Age of facebook-fans
  21. 21. about.me/BeateSorum Has iPad Is on Facebook
  22. 22. about.me/BeateSorumabout.me/BeateSorum Your cause is still your cause
  23. 23. about.me/BeateSorumabout.me/BeateSorum 25.000 texts = 2 mill NOK
  24. 24. https://www.youtube.com/watch?v=NB3NPNM4xgo
  25. 25. https://www.youtube.com/watch?v=NB3NPNM4xgo
  26. 26. Real emotions
  27. 27. Photo:@martiiine Real stories
  28. 28. about.me/BeateSorum 5000
  29. 29. about.me/BeateSorum CC BY-NC-SA 2.0 https://www.flickr.com/photos/damiel/2498956487
  30. 30. #Krafttakmotkreft Photo:@junekimiko
  31. 31. 20.000 answers
  32. 32. about.me/BeateSorum «Thank ALL your donors» Source: fundraisergrrl.tumblr.com
  33. 33. about.me/BeateSorum «Thank ALL your donors» Source: fundraisergrrl.tumblr.com
  34. 34. about.me/BeateSorum «Thank ALL your donors» Source: fundraisergrrl.tumblr.com ≈ 80% retweets
  35. 35. about.me/BeateSorum *google translated. 
 No-one is to blame for horrible grammar.
  36. 36. about.me/BeateSorumabout.me/BeateSorum Plan the un- planable
  37. 37. @thalesnibsoeer
  38. 38. @thalesnibsoeer
  39. 39. #Hoppihavet 3,5 mill NOK!
  40. 40. about.me/BeateSorumabout.me/BeateSorum #1 Discover
  41. 41. Instagram
  42. 42. Twitter
  43. 43. Facebook
  44. 44. Traffic Conv- ersions Google analytics
  45. 45. about.me/BeateSorumabout.me/BeateSorum #2 Alert and prepare
  46. 46. about.me/BeateSorumabout.me/BeateSorum
  47. 47. about.me/BeateSorumabout.me/BeateSorum
  48. 48. about.me/BeateSorumabout.me/BeateSorum #3 Aknowledge
  49. 49. about.me/BeateSorumabout.me/BeateSorum *google translated. 
 No-one is to blame for horrible grammar.
  50. 50. about.me/BeateSorumabout.me/BeateSorum
  51. 51. about.me/BeateSorumabout.me/BeateSorum #4 Celebrate and thank
  52. 52. about.me/BeateSorumabout.me/BeateSorum
  53. 53. about.me/BeateSorumabout.me/BeateSorum https://www.youtube.com/watch?v=CgwhdgD1oEU
  54. 54. about.me/BeateSorumabout.me/BeateSorum https://www.youtube.com/watch?v=CgwhdgD1oEU
  55. 55. about.me/BeateSorumabout.me/BeateSorum
  56. 56. about.me/BeateSorumabout.me/BeateSorum #5 Sit back - enjoy
  57. 57. about.me/BeateSorumabout.me/BeateSorum Be mobile- friendly
  58. 58. about.me/BeateSorum Text donations 53 % Web donations phone 16 % Web donations tablet 6 % Web donations desktop 25 %
  59. 59. about.me/BeateSorum Christmas appeal
  60. 60. about.me/BeateSorum Christmas appeal 15%
  61. 61. about.me/BeateSorum Christmas appeal 15% 17%
  62. 62. about.me/BeateSorum Christmas appeal 15% 17% 10%
  63. 63. about.me/BeateSorum Recruiting members from facebook
  64. 64. about.me/BeateSorum Recruiting members from facebook 2,5%
  65. 65. about.me/BeateSorum Recruiting members from facebook 2,5% 6,5%
  66. 66. about.me/BeateSorum Recruiting members from facebook 2,5% 6,5% 7,3%
  67. 67. about.me/BeateSorum Desktop 15 % Mobile (including tablet) 85 % Traffic from facebook ad asking for volunteers
 (over 800 visitors)
  68. 68. about.me/BeateSorumabout.me/BeateSorum Context is more important than device
  69. 69. about.me/BeateSorumabout.me/BeateSorum 8 tricks to get it right
  70. 70. Train - make your mistakes in a safe place http://www.flickr.com/photos/bamblekommune/5413186602/sizes/l/
  71. 71. Voice and tone creates unity
  72. 72. Voice and tone creates unity Friendly Professional Informal Grateful Impressed Helpful Engaged Credible
  73. 73. about.me/BeateSorum ♥Love <3
  74. 74. about.me/BeateSorum ♥Love <3
  75. 75. about.me/BeateSorum
  76. 76. about.me/BeateSorum Make it a priority CC BY-SA 2.0 https://www.flickr.com/photos/nomadic_lass/6728580615/
  77. 77. Write in pairs - honor the micro-copy Kilde: http://www.flickr.com/photos/nathaninsandiego/3839051662/sizes/l/
  78. 78. Surveillance http://www.flickr.com/photos/highwaysagency/6008267975/sizes/l/
  79. 79. There’s no vacation http://www.flickr.com/photos/paparutzi/2133772938/sizes/o/
  80. 80. about.me/BeateSorum Timing and content matters
  81. 81. about.me/BeateSorum Timing and content matters
  82. 82. WIN :D CC BY-NC-ND 2.0 http://www.flickr.com/photos/sharonlee/130785437/in/photostream/ Social media let’s us get our message out more, to more people, more often, with easier response methods.
  83. 83. CC BY-NC-ND 2.0 http://www.flickr.com/photos/sharonlee/130785437/in/photostream/ That girl probably found her malignant melanoma in time.
  84. 84. about.me/BeateSorum @BeateSorum Questions?

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