Social Network Strategy:User Generated Photos in Campaigns March 2009

March 2009 External Networks Organization Website FaceBook YouTube Campaign Corp Partners Coalition Partners Blogosphere Internal Networks Social Ecosystem

Acquisition Path External Networks Organization Website Organization FaceBook Org’s Social Network Online Fundraising Email Marketing/Direct Mail Solicitations March 2009

Sierra Club on Facebook March 2009

Sierra Club on Facebook March 2009

Sierra Club on Facebook

Sierra Club Website March 2009

Sierra Club Petition March 2009

Sierra Club Petition March 2009

Acquisition Path External Networks Organization Website Organization FaceBook Org’s Social Network Online Fundraising Email Marketing/Direct Mail Solicitations March 2009

Case Study: Friends for Peace Campaign www.friendsforpeace.org June 9, 2009

Friends for Peace Campaign Objectives List building, donor cultivation & activation Be positive, not negative Connect supporters to one another and to AFSC Channels Online: Email, search engine ads, banner ads Offline: Print ads, direct mail June 9, 2009

Objectives

List building, donor cultivation & activation

Be positive, not negative

Connect supporters to one another and to AFSC

Channels

Online: Email, search engine ads, banner ads

Offline: Print ads, direct mail

Friends for Peace Campaign Direct Mail Friends for Peace Sign: Folded over as envelope Letter: Your support for peace and the work of AFSC Results “ Most successful package in years ” Jan 07: 100K pieces -May 07: 200K Response Rate: 1.6% ● Response Rate:1.5% Mar 07: 200K pieces Response Rate: 1.3% June 9, 2009

Direct Mail

Friends for Peace Sign: Folded over as envelope

Letter: Your support for peace and the work of AFSC

Results

“ Most successful package in years ”

Jan 07: 100K pieces -May 07: 200K

Response Rate: 1.6% ● Response Rate:1.5%

Mar 07: 200K pieces

Response Rate: 1.3%

Friends for Peace Campaign Print Magazine Winter edition included a pull-out of the “Friend for Peace” sign Featured pictures & testimonials uploaded to the site Included a link to the web site June 9, 2009

Print Magazine

Winter edition included a pull-out of the “Friend for Peace” sign

Featured pictures & testimonials uploaded to the site

Included a link to the web site

Friends for Peace Campaign Website Rotating photo display (Flickr mashup) Upload your photo Photo Browser Map of Supporters (Google Maps mashup) Blog Print your own sign Donate Now Send an eCard June 9, 2009

Website

Rotating photo display (Flickr mashup)

Upload your photo

Photo Browser

Map of Supporters (Google Maps mashup)

Blog

Print your own sign

Donate Now

Send an eCard

Friends for Peace Campaign Flickr Widget Upload Your Photo Photo Browser Blog June 9, 2009

Friends for Peace Campaign Map of Supporters June 9, 2009

Friends for Peace Campaign Results ~1,000 photos uploaded 70% email opt-in rate Earned media & other promotion Quaker Meeting Newsletters (free ads & articles) Radio story Blog mentions Chronicle of Philanthropy – photo spread & quotes June 9, 2009

Results

~1,000 photos uploaded

70% email opt-in rate

Earned media & other promotion

Quaker Meeting Newsletters (free ads & articles)

Radio story

Blog mentions

Chronicle of Philanthropy – photo spread & quotes

Friends for Peace Campaign Volunteer Center Recruited and provided software interface for volunteers to moderate the blog and photo submissions Photo submissions and testimonials used in various publications – appeals, print ads, web site, etc. June 9, 2009

Volunteer Center

Recruited and provided software interface for volunteers to moderate the blog and photo submissions

Photo submissions and testimonials used in various publications – appeals, print ads, web site, etc.

Tuesday, June 9, 2009 Common Knowledge www.naualumni.com

@Work @Play Campaign Objectives Email acquisition & list Building Increase sign-ups & use of Alumni Directory Cultivate donors Channels Online Website Email Newsletter & Direct Email Offline Quarterly Magazine Print Ad Tuesday, June 9, 2009 Common Knowledge

Objectives

Email acquisition & list Building

Increase sign-ups & use of Alumni Directory

Cultivate donors

Channels

Online

Website

Email Newsletter & Direct Email

Offline

Quarterly Magazine Print Ad

@Work @Play Campaign Background Alumni association promoting the dual lives of their alumni: working and playing Implicitly referring to their college education and college social experience carrying over into later life “ We wanted to highlight the everyday and the most successful among our alums to demonstrate the diversity of our base.” -Krista Perkins, Assoc Director Alumni Association Tuesday, June 9, 2009 Common Knowledge

Background

Alumni association promoting the dual lives of their alumni: working and playing

Implicitly referring to their college education and college social experience carrying over into later life

“ We wanted to highlight the everyday and the most successful among our alums to demonstrate the diversity of our base.”

-Krista Perkins, Assoc Director Alumni Association

@Work @Play Campaign Campaign Tactics Contest Upload your @work @play photos Best photos were awarded a prize & featured in a special edition of the email & print newsletters Future: Considering producing a “self-published” book of photo submissions Promotion Print Newsletter: 90,000 recipients Email List: 3-email series + prime promotion in email newsletter Tuesday, June 9, 2009 Common Knowledge

Campaign Tactics

Contest

Upload your @work @play photos

Best photos were awarded a prize & featured in a special edition of the email & print newsletters

Future: Considering producing a “self-published” book of photo submissions

Promotion

Print Newsletter: 90,000 recipients

Email List: 3-email series + prime promotion in email newsletter

@Work @Play Campaign Tuesday, June 9, 2009 Common Knowledge

@Work @Play Campaign Tuesday, June 9, 2009 Common Knowledge

@Work @Play Campaign Campaign Results ~100 photo sets (@work & @play) uploaded 600 new email subscribers acquired Online directory “new registrations” increased 20% Special edition of the Email Newsletter open rates were 2x higher than 12-month average Tuesday, June 9, 2009 Common Knowledge

Campaign Results

~100 photo sets (@work & @play) uploaded

600 new email subscribers acquired

Online directory “new registrations” increased 20%

Special edition of the Email Newsletter open rates were 2x higher than 12-month average

Case Study Tuesday, June 9, 2009 International Fund For Animal Welfare

IFAW Seal Campaign Tuesday, June 9, 2009 IFAW Seal Campaign Site Total Impressions: 33,574,147 Total Clicks: 29,360 CTR: .09% Community Mbrs 98,000+ Total $$: $130K +30% (YoY)

IFAW Seal Campaign Tuesday, June 9, 2009

IFAW Seal Campaign Tuesday, June 9, 2009 Join the Campaign 1: Personal Info 2: Personal Message 3: Avatar or photo 4: Audio Message

IFAW Seal Campaign Tuesday, June 9, 2009 Take Action Make a Donation

IFAW Seal Campaign Tuesday, June 9, 2009 Community 1 2 3 4 5 6 1: Video Podcast 2: Recent Blog Posts 3: Recent Comments 4: Blogroll 5: MySpace Friends 6: Tagging

IFAW Seal Campaign Tuesday, June 9, 2009

IFAW Seal Campaign Tuesday, June 9, 2009 Campaign Marketing (Online) CampusPlus (college students) CanWest Media Sales Grist GroovyGreen National Geographic Treehugger Tribal Fusion, Inc. Undertone Networks USA Today (targeted) Yahoo! (targeted: Pets/Animals) ENN (Online Enviro Community) Assorted Blog Ads Online College Newspapers Local Newspaper -Ottawa Citizen Assorted Blog Ads Animals Women Progressive Political Others Online College Newspapers

Campaign Marketing (Online)

CampusPlus (college students)

CanWest Media Sales

Grist

GroovyGreen

National Geographic

Treehugger

Tribal Fusion, Inc.

Undertone Networks

USA Today (targeted)

Yahoo! (targeted: Pets/Animals)

ENN (Online Enviro Community)

Assorted Blog Ads

Online College Newspapers

Local Newspaper -Ottawa Citizen

Assorted Blog Ads

Animals

Women

Progressive

Political

Others

Online College Newspapers

IFAW Seal Campaign Email Campaign Target email house list of 500K+ Email Series over 6 months January – Frame the issue February – Introduce the campaign site March – Advocacy April – Giving May – Wrap-up June – Summary of Results Strong imagery (repurposed from site & real-time) Strong & specific calls-to-action Tuesday, June 9, 2009

Email Campaign

Target email house list of 500K+

Email Series over 6 months

January – Frame the issue

February – Introduce the campaign site

March – Advocacy

April – Giving

May – Wrap-up

June – Summary of Results

Strong imagery (repurposed from site & real-time)

Strong & specific calls-to-action

IFAW Seal Campaign Tuesday, June 9, 2009 Best Practices Summary Multiple Ways to Initiate Relationship Integrated Ladder of Engagement Peer-to-Peer Communication User Generated Content (Multi-Media) Network of Micro Communities Active Solicitation

Best Practices Summary

Multiple Ways to Initiate Relationship

Integrated Ladder of Engagement

Peer-to-Peer Communication

User Generated Content (Multi-Media)

Network of Micro Communities

Active Solicitation

Thank you.