Dogs Trust And Social Networking


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Case Study presentation by Jacquie Darlow of the Dogs Trust about their use of Social Media

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  • Welcome, myname is … Brief intro to what we are talking about
  • Dogs Trust And Social Networking

    1. 1. Dogs Trust and Social Networking Using social tools to relate to our audience and reach new donors
    2. 2. Popular networks: Facebook, MySpace, Twitter and bebo <ul><li>Facebook | MySpace | Twitter | bebo </li></ul><ul><li>Each social networking site is characteristically different; reach a variety of audiences </li></ul><ul><li>Deliver short updates and advertise coming events. </li></ul><ul><li>Existing supporters feel more involved; establish brand warmth. </li></ul><ul><li>News feeds encourage potential new supporters (friends of friends) to join. </li></ul><ul><li>Fundraising and rewards: Facebook app, widgets, bebo competition. </li></ul>
    3. 3. Facebook Logo, mission statement, links, fans, DONATE Videos by us and our ‘fans’, event listings and discussions Also on the page: Wall, discussion, ‘fan’ photos.
    4. 4. Facebook application <ul><li>Application designed by BT Agile Media </li></ul>
    5. 5. MySpace <ul><li>Blog, status updates, </li></ul><ul><li>polls, photos </li></ul><ul><li>DONATE </li></ul>Also on the page: User comments, YouTube videos,
    6. 6. Twitter <ul><li>Twitter </li></ul><ul><li>“ Microblogging” </li></ul><ul><li>Updating status regularly (similar to Facebook) in 140 characters or less. </li></ul><ul><li>Not locked to PC, commonly “tweet” on phone, iPod Touch etc. </li></ul><ul><li>Used by e.g. BBC to show when new posts are published. </li></ul><ul><li>Already reaching people who wouldn’t have heard of us otherwise. </li></ul>
    7. 7. Twitter <ul><li>Home page: </li></ul><ul><li>Friends’ updates, number of followers / people followed, latest updates </li></ul>Profile page: Updates so far by you, viewable by anyone who clicks on user name.
    8. 8. Twitter, a success <ul><li>A tweet on a picture we’d be sent leads to a successful rehome </li></ul>
    9. 9. bebo <ul><li>Logo, mission statement, visitor stats </li></ul>Members competitions Also on the page: Member photostream, comments, videos
    10. 10. Community: DoggySnaps <ul><li>DoggySnaps </li></ul><ul><li>Approximately 47,000 members; 800 active forum users </li></ul><ul><li>Receive and reply to feedback, positive and negative, quickly. </li></ul><ul><li>Can channel educational information and do quick poll research easily. </li></ul><ul><li>Encourage and promote creativity in fundraising </li></ul><ul><li>Develop brand warmth </li></ul><ul><li>Have some fun </li></ul>
    11. 11. Blogging <ul><li>Dogs Trust Blog </li></ul><ul><li>Communicating longer pieces of information and establishing a personality. </li></ul><ul><li>Key attributes of successful blogs: </li></ul><ul><li>Updated regularly </li></ul><ul><li>Topical </li></ul><ul><li>Written by one person or clearly defined group of people (each own username) </li></ul><ul><li>Personal (even when professional) </li></ul><ul><li>Embedded visual media </li></ul><ul><li>Links to other sites, story swapping (increases Google traffic and profile) </li></ul><ul><li>RSS lets people get easy daily updates </li></ul>
    12. 12. Social media: Flickr & YouTube <ul><li>Flickr | YouTube </li></ul><ul><li>Particularly helpful for rehoming appeals and educational videos </li></ul><ul><li>RSPCA - amateur rehoming video hit 2,000 views and made BBC news a week after publishing </li></ul><ul><li>Engaging, particularly for younger supporters </li></ul><ul><li>Key word searches for celebrity (e.g. Sarah-Jane Honeywell) </li></ul><ul><li>Can be easily embedded on other sites for quick updates </li></ul><ul><li>RC videos respond to demand for UGC (User Generated Content) </li></ul>
    13. 13. Joined up Networking <ul><li>Show links and relevant info on all networks, one story hundreds of views </li></ul>
    14. 14. Why is social networking useful? <ul><li>Its free! </li></ul><ul><li>Personalised communication with existing AND new, international audiences </li></ul><ul><li>Access to some non-profit schemes e.g. free Flickr Pro accounts </li></ul><ul><li>Attracts next generation supporters and inspires fundraising </li></ul><ul><li>Going where the people are; appeals even to least motivated </li></ul><ul><li>Reward for support; the ‘ask’ is indirect </li></ul><ul><li>“ ePhilanthropy” is fast growing; giving online is the future </li></ul><ul><li>Much more regular communication than DM </li></ul><ul><li>Viral marketing means free advertising and increased traffic </li></ul>
    15. 15. But Remember <ul><li>Don’t ask directly for money (unless you really have to!) </li></ul><ul><li>Don’t just post, respond and interact. (Autofeeds get very boring very quickly) </li></ul><ul><li>You are still the face of your organisation. </li></ul><ul><li>Have fun and experiment, if it doesn’t work, you can remove it and try something new. </li></ul>
    16. 16. What didn’t work for us this time but might for you (and us at a later date) <ul><li>Sprout widget – multi platform widget to promote work and ask for donations. </li></ul><ul><li>ChipIn – US based project donation widget </li></ul>