Social Media Day Staff Presentation Final June2011

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Social Media Day Staff Presentation Final June2011

  1. 1. Digital @ Red Cross
  2. 2. New website Strategic objectives • improved capacity to fundraise • efficient workflows and faster time to market • contemporary look and feel • improved user experience and engagement
  3. 3. Website: visitors Queensland Floods Japan earthquake 1,160,592 visits •Cyclone NZ Yasi earthquake 5,054,560 pageviews
  4. 4. Website: regular giving •1 January – 11 June Japan earthquake Queensland floods 521 sign-ups NZ earthquake
  5. 5. Website: one-off donations Japan earthquake •1 January – 11 June 53,013 donations NZ earthquake Queensland Floods
  6. 6. Traffic sources •1,160,592 visits for 5,054,560 pageviews
  7. 7. Donations via referral sites
  8. 8. PART B Social Media - Strategic purpose 1. Enhance Red Cross brand & reputation 2. Support disasters and appeals 3. Champion community advocacy 4. Grow fundraising and commercial income 5. Enable positive supporter engagement
  9. 9. Social Media is changing the way people engage with Red CrossThere are channel Website (donations)differences andcommon denominators •Red Cross •Blog •Twitter •(Stories and sharing •(voice of authority) •of how we help) •Launch in Sept •Face book (friendly voice of Red Cross)
  10. 10. Red Cross Primary Social ChannelsFacebook Twitter www.facebook.com/AustralianRedCross www.twitter.com/Australian Red Cross
  11. 11. Red Cross Social Support Channels YouTube LinkedInwww.youtubecom/australianredcross www.linkedin.com/companies/australian-red-cross
  12. 12. Compared to other local brands As of the 10th June Charity Face book Twitter likes followers ARC 16 223 2310 Oxfam 6109 9919 AUS Mission 1973 3456 Australia World 79 954 4524 Vision Aus Salvos Aus 496 8322 WWF Aus 10 180 14 830
  13. 13. Red Cross - Since August 2010 Digital Media Facebook - Weekly Interactions with Red Cross page Weekly Active Facebook Users 9000 •Japan Disaster •Red Threads launch ( Megan Gale) 8000 •Bob Geldof Concert Weekly Facebook Interactions 7000 6000 NZ Quake 5000 QLD Floods 4000 3000 2000 1000 •Lack of internal •resource at this time 0 1 1 1 1 1 1 1 0 0 0 0 0 0 0 0 0 0 0 1 1 -1 -1 -1 -1 -1 -1 -1 -1 -1 -1 -1 -1 -1 -1 -1 -1 -1 -1 -1 -1 an an ay eb eb ar ar ct ct ov ov ec ec ec ug ug ep ep pr pr -O -O -M -M -M -A -A -J -J -F -F -N -N -D -D -D -A -A -S -S 06 20 12 26 09 23 09 23 06 20 11 25 08 22 03 17 01 15 29 04
  14. 14. Social Media Policy• Official channels• Content approval; proactive, reactive content• Online Communication GuidelinesOne Red Cross with a multitude of messages
  15. 15. Social Media - Strategically focused activity
  16. 16. Enhancing the brand & reputation
  17. 17. Supporting Disasters – during and post
  18. 18. Driving fundraising and commercial incomeNearly 800 donations via Facebook since Jan 201178 donations via Twitter since Jan 2011Paddington store launch – coupon download New national email marketing platform • driven brand consistency, •cost savings •best practice around eDMS
  19. 19. Grow awareness of how we help
  20. 20. Coming soon …Launch blog ‘Real Stories, Real Lives’Deepen our use of LinkedIn to recruit staff and volunteersYouth engagement social media strategyNational Social Media Taskforce to be establishedAn interactive online IHL communityIntegrating the use of Twitter into Red Cross mediaMobile applications for furthering engagement Blogs
  21. 21. One united voice of Red Cross with a multitude of messagesThey can search Google our website for acommunity program they saw on TV, they canshare it with their friendsThey can Google Red Cross to donateThey can find us on Facebook when they arechatting with friendsThey can receive updates on what we are doingas we are doing it through TwitterMore importantly it is about the journey asupporters goes on to find Red Cross and thento share our messages of good will…….Our objective for the next stage is to enablethem further to advocate our work ……..

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