Making Social Commerce Work for HLA<br />Social commerce for charities<br />Possibilites for HLA<br />Paul Fennemore<br />...
Social Commerce Practices that work for Charities<br />  Based upon an Oxford Brookes University <br />research project wi...
Corporate communications has been democratised<br />It’s about the humanisation of business!<br />Fundraisers<br />Volunte...
Virality<br />Celebrity<br />bloggers<br />Your Co.<br />Community<br />evangelists<br />Social <br />Mavens<br />Corporat...
New Practices?<br />
      The past was about one to many and shouting the loudest<br />
What are users doing?<br />
Five steps in the donor decision making the process:<br />Awareness that by an individual that another person needs help<b...
Charities are using Social Networks  for:<br /><ul><li> Building  communities
 Inciting communities
 Driving visitors to websites
 Cause awareness and lobbying
 Recruiting and supporting fundraisers
 Co-ordinating events
 Providing feedback/results
 Thanking  and  acknowledging
 Increasing donor life-time value /advocacy through engagement
Asking for donations when integrated with a campaign
Informing and sharing  e.g. smartphone applications</li></ul>R.I.M.E.R<br />Path<br />Success<br />Media<br />Your<br />So...
A survey by the Center for the Digital Future at the University of Southern California’s (2010) found that:<br />89 percen...
Is your website a signpost in the desert or a busy intersection?<br />YouTube<br />17,393 views<br />3661 Followers<br />3...
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Social Media for #Charities #Hospices by #ViapointUK

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Slides used for Hospices Lotteries Associate (HLA) conference Sept 2011.. Delivered by Paul Fennemore www.viapoint.co.uk
#Hospices
#charties
#HLA
#viapointuk

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  • Charities should stand to gain the most from social networks as they have to build and motivate multiple communities. Social networks create the opportunity to cost effectively build and engage with these communities and potentially join them together.
  • Example of a charity who is doing a great job. They have the benefit of having a very switched on Digital Marketing manager and team.
  • Social Media for #Charities #Hospices by #ViapointUK

    1. 1. Making Social Commerce Work for HLA<br />Social commerce for charities<br />Possibilites for HLA<br />Paul Fennemore<br />paul.fennemore@viapoint.co.uk<br />www.viapoint.co.uk<br />
    2. 2.
    3. 3. Social Commerce Practices that work for Charities<br /> Based upon an Oxford Brookes University <br />research project with the charity sector, 2010.<br />
    4. 4.
    5. 5. Corporate communications has been democratised<br />It’s about the humanisation of business!<br />Fundraisers<br />Volunteers<br />Benefactors<br />Charity<br />Donors<br />Cause<br />Related<br />Marketing<br />Trusts<br />Lobbying <br />& Awareness<br />
    6. 6. Virality<br />Celebrity<br />bloggers<br />Your Co.<br />Community<br />evangelists<br />Social <br />Mavens<br />Corporate communications has been democratised<br />It’s about the humanisation of business!<br />
    7. 7. New Practices?<br />
    8. 8.
    9. 9. The past was about one to many and shouting the loudest<br />
    10. 10.
    11. 11.
    12. 12. What are users doing?<br />
    13. 13. Five steps in the donor decision making the process:<br />Awareness that by an individual that another person needs help<br />Interpretation of the situation in terms of needs and urgency<br />3) Recognition of their personal responsibility and why he /she is someone who should contribute<br />4) Implementation and taking action<br />5) Having access to a mechanism that enables a way of contributing in <br />whatever manner the individual prefers<br />And then acknowledgement/recognition <br />Source: Guy and Patton (1988)<br />
    14. 14. Charities are using Social Networks for:<br /><ul><li> Building communities
    15. 15. Inciting communities
    16. 16. Driving visitors to websites
    17. 17. Cause awareness and lobbying
    18. 18. Recruiting and supporting fundraisers
    19. 19. Co-ordinating events
    20. 20. Providing feedback/results
    21. 21. Thanking and acknowledging
    22. 22. Increasing donor life-time value /advocacy through engagement
    23. 23. Asking for donations when integrated with a campaign
    24. 24. Informing and sharing e.g. smartphone applications</li></ul>R.I.M.E.R<br />Path<br />Success<br />Media<br />Your<br />Social<br />To<br />
    25. 25. A survey by the Center for the Digital Future at the University of Southern California’s (2010) found that:<br />89 percent of online community members are participating in social causes that are new to <br />them since their involvement in online communities started, and 94 percent said the <br />Internet helps them become more informed about social causes. <br />
    26. 26. Is your website a signpost in the desert or a busy intersection?<br />YouTube<br />17,393 views<br />3661 Followers<br />3395 Following<br />
    27. 27.
    28. 28. http://www.youtube.com/watch?v=kQiqQ5lz3zY<br />
    29. 29.
    30. 30. A Hospice Volunteer<br />
    31. 31. Created onViapointSocialSpringboard Platform<br />
    32. 32.
    33. 33. Source: Adapted from Webber (2009), Marketing to the Social Web, New Jersey, Wiley.<br />
    34. 34. Fundamental Don’ts and Do’s<br />Big Do’s<br /><ul><li>Strategy
    35. 35. Resource
    36. 36. Listen, monitor and analyse
    37. 37. Engage - personalisation
    38. 38. Enduring social capital
    39. 39. Earned loyalty
    40. 40. Educational
    41. 41. Economical
    42. 42. Entertaining
    43. 43. Emotional
    44. 44. Integrated fundraising
    45. 45. User generated content
    46. 46. Segmentation</li></ul>Big Don'ts <br /><ul><li>Launch and leave
    47. 47. Overt promotions in social spaces
    48. 48. Sporadic campaigns
    49. 49. Short term tactics
    50. 50. Not only for acquisition
    51. 51. Link: Juicing, Baiting, Dropping
    52. 52. Corporate/official tone of voice
    53. 53. TwitInterns
    54. 54. Direct asks
    55. 55. Official/corporate tone of voice
    56. 56. Over moderate</li></li></ul><li>How can the HLA use social media?<br /><ul><li>Getting ideas from donations collectors – get their involvement, retain and motivate
    57. 57. Donor community- connecting donors with donors - to retain, refer
    58. 58. Letting donors and collectors see the fruits of their contributions – retain, refer
    59. 59. Recognising contributors – retain, grow
    60. 60. Co-ordinating and reporting on events - more with less
    61. 61. Establish your own platform to tighten the HLA network
    62. 62. Smartphone application?
    63. 63. Segmentation – Activities, Opinions and Interests</li></li></ul><li>End<br />

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