Credit Valley Case Study: First 6 months


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Presented to #HumberPR as an example of comm planning in the digital, healthcare space.

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Credit Valley Case Study: First 6 months

  1. 1. Building a Community of Supporters: Social Media Strategy<br /> Bianca Freedman, The Credit Valley Hospital Foundation<br />
  2. 2. Did you know? Media is changing.<br /><br />
  3. 3. The Opportunities<br />To be a leader<br />To use benefits of new technology to engage supporters<br />To better understand our audiences<br />To customize media outreach with little cost<br />
  4. 4. The Goal<br />To cultivate fundraisers, not just donors<br />We’ll call them supporters.<br />Short term: build and engage audiences <br />Long term: generate revenue<br />
  5. 5. Objectives: To Increase...<br />+ Be industry leaders.<br />
  6. 6. What can we measure?<br />Brand recognition: # of mentions, RTs<br />Mentions: # of blog mentions <br />Audience : all platforms<br />Outreach: total # of posts: all platforms <br />Community Education & Awareness<br />
  7. 7. What can we measure?<br />Feedback: # comments, likes, RTs : rate which posts/articles get best responses<br />Pulse-check: poll audiences in real-time on key messages, campaign tactics <br />Sentiment: gauge tone of comments<br />Understanding<br />of our audiences<br />
  8. 8. What can we measure?<br />Participation: Content Creation: # of guest blogs by CVH staff<br />Joiners: # of CVH, CVHF staff on Facebook, Twitter<br />Education: gauge internal buy-in at staff meetings (qualitative)<br />Internal Brand Connection<br />
  9. 9. What can we measure?<br />Lead generation: traffic to website<br />New donor acquisition: # fans/followers who are not donors<br />Online donations: $ amount given online: emerging patterns<br />Online Donations<br />
  10. 10. Guiding Principles<br />This is the beginning<br />Story telling gives context before ask<br />Engaging content enters hearts & minds<br />Relationships build trust<br />
  11. 11. Key Strategies<br />Person behind the brand<br />High level of content variation<br />Blog is content hub<br />Share campaign messages <br />1st Call to action at 1 year<br />Health info: hook<br />
  12. 12. Target Audiences<br />Current CVHF supporters who are online<br />Families living in catchment area that are also online<br />CVH staff online<br />Teens, young professionals who are typically not supporters<br />
  13. 13. Audience Comparison<br />Typical donor is 35+, slightly skewed female, University educated, combined income $80 K<br />Typical Facebook user is 34, skewed female & highest per-capita usage is in Canada<br />
  14. 14. Key Messages<br />Lifetime of Care Campaign messages <br />+Share your experience with us<br />+Share our stories with friends<br />+Daily stewardship: thank you!<br />+Your opinion is important to us<br />
  15. 15. Tactics: Highlight Join our Community!<br />
  16. 16. Tactics: Highlight : Twitter & FB<br />Online + Offline: “tweet-up” tour of new wing<br />Inside the Foundation: blog series<br />Video : New Lives at Credit Valley<br />Fan photos<br />Hockey ticket giveaway<br />
  17. 17. RT’d X 10<br />Potential twitter reach: 4500+<br />Facebook shared X 5<br />Potential FB reach: 2500+<br />Total 7,000+<br />24 hours<br />Storytelling...<br />
  18. 18. Storytelling...<br />
  19. 19. Storytelling...<br />Blog traffic: doubled avg./day in 2 hours<br />50% Direct traffic<br />50% Referral sites<br />245 Page views, 24 hours<br />
  20. 20. Storytelling...<br />
  21. 21. Benchmarks – How are we doing?<br />
  22. 22. What about dollars?<br />First ask: September 2010 <br />Story: Dr. Zajdman & Daniel Tram: online audiences know about it<br />Multi-platform: Daniel featured in direct mail piece & radio ads<br />Ask fans/followers to purchase piece of lifesaving equipment: goal $2,000<br />