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

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


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