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Melbourne social media forum - The Oaktree Foundation
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Melbourne social media forum - The Oaktree Foundation

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Presentation at the Melbourne social media forum by Daniel Lewis-Toakley from The Oaktree Foundation, titled 'Social media: The Live Below the Line campaign'

Presentation at the Melbourne social media forum by Daniel Lewis-Toakley from The Oaktree Foundation, titled 'Social media: The Live Below the Line campaign'

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  • Hands up who’s seen this?But what get’s people to transition?
  • Get a sneak peak at the 2012 Live Below the Line strategy, join our campaign team for a live web steam. This is borderline exclusive, because it is open to our entire social media audience. Again it’s an Obama style strategy reveal (note that it also creates a sense of community, by referencing the offline).  What this doesn’t do is allocate decision making power to those on ‘the inside’ (our Facebook followers).
  • Transcript

    • 1. SOCIAL MEDIA –Listening, Engag ing andMeasuring From LIVE BELOW For the Connecting Up Not-for-profit Social Media Forum THE LINE
    • 2. Live Below the Line 5 days – the• Feed yourself on $2 a day for extreme poverty line in Australia today.• Gain a deeper understanding of the challenges faced by 1.3 billion people across the world.• Raise funds to support educational opportunities for young people overseas.
    • 3. Three things…One. Listen, to build relationships andcreate “champions”.Two. Engage, to build an integratedoffline/online community.Three. Measure, to track engagementlevels along a pathway.
    • 4. One. Listen, to build relationships and create “champions”.
    • 5. Why LISTEN?We know our cause or product, so whylisten to what others are talking about?
    • 6. YOU NEED to know yourstarting point…
    • 7. TO BEGIN ACONVERSATION …
    • 8. CAUSE PART OF SOMEONE’s IDENTITIY
    • 9. Two. Engage, to build an integrated offline/online community.
    • 10. Social media is most effective when it has a relationship to offline action. Move offline, so your online community is stronger.
    • 11. It helps normalise participation.
    • 12. It helps make your campaign tangible
    • 13. But at the end of the day, we want more than continued engagement. We want commitment.
    • 14. Three. Measure, to track engagement levels along a pathway.
    • 15. A TieredPATHWAY… Core Committed Congregation Crowd Community
    • 16. STATUS
    • 17. ACCESS
    • 18. POWER
    • 19. STUFF
    • 20. But, you’ve got to be able to measure it.
    • 21. Redesign engagement levels (based on data about actions and audiences) Communicate in order to Measure Design facilitate where people Define how engagement people from are at, andyou currently levels (based current what worked segment on actions and segments ---> and didn’t audiences) new work to get engagement them there. levels
    • 22. TO RECAP…One. Listen, to build relationships andcreate “champions”.Two. Engage, to build an integratedoffline/online community.Three. Measure, to track engagementlevels along a pathway.
    • 23. Questions? Thanks!

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