War Child - Social Media and ROI

Raising a Social Media Army to Fight for Child Soldiers Presented by: James Topham, War Child Canada David Jones, Hill & Knowlton Canada

War Child Canada • Programs are focused on: – Education – Strengthening children’s rights – Reducing poverty – Fostering self reliance • Supporting to communities in: – Afghanistan – Sudan (Darfur) – Uganda – Democratic Republic of Congo – Ethiopia – Sri Lanka – Georgia

War Child & Social Media

Camp Okutta - Viral Success

Help Child Soldiers Fight

Can Lightning Strike Twice?

The Program

Objectives Generate awareness and engagement for War Child Canada • Camp Okutta was the benchmark • Get signatures on the e-petition Establish a War Child presence in social media • Commitment beyond the campaign Drive donations • Money talks

Digital Footprint: SMNR Objectives • Digital news hub • Integrated in WC site • Integrated with Facebook • HQ for blogger outreach

Digital Footprint: Facebook Objectives • Spread awareness • Drive to petition • Empower the fans

HelpChildSoldiers.com

Blogger Relations Objectives • YouTube video embeds • Get people talking/sharing • Engagement and advocacy • Petitions and donations

Twitter Objectives • Amplify the program • Establish the WC presence • Create a network

Results

Youtube Results • Okutta reached 107K views in one year; Child Soldiers reached 115K in three weeks • Top Featured and Top Favourited on Youtube globally • 6th most discussed nonproft video of all time in Canada • 1666 comments and counting

Blogs Results • Who’d we pitch? • Blogger Knife Box drop lead to features in: • Visuals of pitch • BlogTO • • Screen caps of results She Does the City • IwantIgot • Big City Liberal • And more! (total of 65 posts) • Lead to 17,689 referrals to helpchildsoldiers.com from blogs and websites

Twitter Results • 38 Twitter mentions • Reaching a influence sphere of over 10K members

Websites Results • Over 7,800 visits to helpchildsoldiers.com • 2,000 new memberships • 80% increase in volunteers • 50% increase in donations • Warchild.ca web traffic doubled during campaign blogs and websites

Facebook Results • 16% increase in fans • 200 new members

Return on Investment

Return on Investment @TopsatWarChild’s twitter network grew from 900+ in 5 months 0 Add more War Child Canada staff and combined followers now stands at well over 2000

Return on Investment Heroes Benefit CD Twitter promo: $1,500 200% Increase in followers 856 Twitter mentions Influence - 150,000 members

Return on Investment A valuable community: • Inclusion in 12 for 12K Twitter promo - $12,000 • Voted by community to be recipient of mesh conference funds; those funds were doubled by a Twitter user - $2,500

Return on Investment Most Importantly: • Donations up 38% from last year ($50,000 over two weeks) • 300 requests to be volunteers • Live Tweeting from War Zone by co- founder Samantha Nutt (@NuttsAtWarChild)

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War Child - Social Media and ROI

by David Jones on Apr 29, 2009

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War Child - Social Media and ROI — Presentation Transcript