Melbourne social media forum - Brotherhood of St Laurence


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Presentation at the Melbourne social media forum by Chris Roberts from the Brotherhood of St Laurence, titled 'Integrating social media into advocacy campaigns: What’s the right mix?'

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Melbourne social media forum - Brotherhood of St Laurence

  1. 1. Integrating social mediainto advocacy campaigns: what’s the right mix?
  2. 2. Social media and the Brotherhood of St Laurence
  3. 3. Facebook and Twitter:Broadening our audience
  4. 4. Twitter and the Brotherhood• Twitter amplifies our voice and is used to providean instant message regarding an issue, cause orcampaign to our followers.• The bulk of our followers on Twitter are mediaorganisations, other not-for-profits, activecommunity members and government MPs.• Government MPs often re-tweet our messages if itsupports their agenda
  5. 5. Facebook & the Brotherhood• Facebook has been the social media leader for the Brotherhood inincreasing our profile and growing our audience over the last 12months• Facebook supporters have on average more than 150 contacts intheir network. We can encourage them to share our information withtheir friends and followers, creating a viral marketing campaign.• We advertise on Facebook – and reach new audiences
  6. 6. Facebook & the BrotherhoodFacebook advertisingcampaign commenced
  7. 7. The ‘End The Decay’ campaign
  8. 8. December 2011: Release of theEnd the Decay report
  9. 9. How poor dental health affects disadvantaged Australians• Loss of teeth impairs eating, leading to reduced nutritional status anddiet-related ill health, particularly for children and older people.• A quarter of Australians report that they avoid eating some foods as aconsequence of the pain and discomfort caused by their poor dentalhealth. Nearly one-third found it uncomfortable to eat in general.• Oral disease creates pain, suffering, disfigurement and disability.• Just under one-quarter of Australian adults report feeling self-consciousor embarrassed because of oral health problems.• Poor oral health is linked to other health conditions such ascardiovascular disease, stroke, hepatitis C, pancreatic and oral cancersand in some cases death.
  10. 10. Our advocacy campaignWe called for an immediate investment indental care for low-income Australians and acommitment to a staged plan over five yearsthat would add dental care to Medicare forall Australians.
  11. 11. The campaign micro-site • Clear call to action • Social media interaction • Viral campaign
  12. 12. Integrating socialmedia and advocacy
  13. 13. Educating our audience
  14. 14. Educating our audienceThrough Twitter our messages were heavily re-tweeted byindividual and institutional supporters, including, CorinneGrant, Anglicare, Dental Health Services, ConsumerAction Legal Centre, Richard Di Natale, Adam Bandt, andThe Circle – reaching an audience of over 100,000.
  15. 15. Clear call to action• One clear message• Pre-written letter• Ease of sharing the message
  16. 16. Using existingmarketing channels
  17. 17. Email direct marketingContacting: Donors Volunteers Researchers Government contacts Internal networks
  18. 18. Email direct marketingOur results... 10 times the industry average
  19. 19. Other online channelsWebsite promotion E-newsletters Google adwords
  20. 20. Traditional media and social media: working together
  21. 21. Traditional media decline
  22. 22. However... Dental story on The Circle television program
  23. 23. What did we achieve?
  24. 24. What would we do differently?• Report launch should have coincided with thewebsite launch generating publicity for both• Client stories to be promoted earlier• The ‘celebrity endorsement’ distraction• Launch earlier and maximise publicity
  25. 25. Where to from here?
  26. 26. Where to from here?• Using the database of email addresses gathered from thecampaign• Developing a foundation for future advocacy campaigns• Creating stronger ties with our supporters• Increasing engagement with our social media audience• Galvanising our social media following and encouragingthem to act on our behalf