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‘CAN*’ CUSTOMERSTO FOUND A FABRETTO PROJECTA SOCIAL MEDIA APPROACHDEVELOPED FOR THE SCHOOLOF ESIC AND FABRETTO            ...
PRESENTER                                                                        ME                                       ...
STORY BOARD                   BACKGROUND                ANALYSIS                 STRATEGY AND TACTICS                   IM...
OVERALL OBJECTIVE                                     To enable                                impoverished               ...
PURPOSE OF SOCIAL MEDIA ACTIVITY PLAN                                 To fund raise 5000€ for                             ...
PURPOSE VISUALIZED                                          !Ericsson Internal | 2010-05-27 | Page 6
CONTENT BRIEF TO OUTLINE PLAN                                                         CLIENT       ENCOURAGE customers   o...
PEOPLE TO TALK TO                                                                          Total # of                     ...
WHERE ARE THE PEOPLE ONLINEAND WHAT DO THEY LIKE?                                      Demographic                        ...
WHEN TO TALK TO PEOPLE                                           DEADLINE: 31/12 – 2010                                   ...
HOW TO MEASURE SUCCESS OF PLAN           ROI              Amount of € raised       WHEN                       10% of total...
WHAT IS FABRETTO SPAIN› ONG with headquarters in Madrid› 1700 members› Support education related activities in Fabretto sc...
WHAT IS CAN (CAJA NAVARRA)› Bank with social profile, head office in Navarra› 4843 social projects listed in their plan “t...
ANALYSISSETTING THE SCENE                    Maria                    Guide of this journey
FABRETTO SPAIN – SOCIAL MEDIA PRESENCE GRAPH                                                         ammado               ...
FABRETTO SPAIN – SOCIAL MEDIA PRESENCE DETAILSINFO                                        TALKING/CUSTOMER CARE           ...
FABRETTO SPAIN – SOCIAL MEDIA PRESENCE NUMBERSEricsson Internal | 2010-05-27 | Page 17                                    ...
CAN – SOCIAL MEDIA PRESENCE GRAPH                                              INFO                    BLOGGING           ...
CAN – SOCIAL MEDIA PRESENCE DETAILSINFO                                                   TALKING/CUSTOMER CARE           ...
CAN - SOCIAL MEDIA PRESENCE ACTUAL# of COMMENTS                              ON GOING  Page daily comments/answer most    ...
CAN – SOCIAL MEDIA PRESENCE NUMBERSEricsson Internal | 2010-05-27 | Page 21                                           Sour...
ROE COMPARING IN SOCIAL MEDIA                                                                 FABRETTO* CAJA NAVARRA*Inclu...
SEO COMPARING OF WEBSITESEricsson Internal | 2010-05-27 | Page 23                                           Source: Social...
FABRETTO      CONCLUSION           LOW social media presence. Not active. Low        HIGH social media presence. ACTIVE wi...
STRATEGIC APPROACHSETTING STRUCTURE                     Pedro                     Guide of this journey
WHAT WE WANT TO ACHIVE    INSIGHT OF BRAND                        INFLUENCE PERCEPTION   VIRALIZE         TAKE ACTION     ...
HOW WE WANT TO ACHIVE IT                           INSIGHT             ELIMINATE    INFLUENCE   VIRALIZE   TAKE ACTION    ...
WHAT FOCUS – TWO FOLDED         DUE TO FABRETTO’S LOW PRESENCE IN SOCIAL MEDIA, AND DO INPLANT A “NAME”      IN THE MINDS ...
WHAT FOCUS – DETAILED    AWARENESS                                 PREFERENCE     BUILD: social platform (web, networks)  ...
WHAT FLOW OF COMMUNICATION                                FABRETTO                                           FABRETTO     ...
WHAT CHANNELS                        SEO                SEM   EVENTS   CONTENT   APPLICATIONAMADOEricsson Internal | 2010-...
ACTION PLAN WHEN to speak WHEREFOUNDATION                                 HOW OFTEN      RESOURCE                         ...
TACTICAL APPROACHDOING IT                    Mario                    Guide of this journey
MAKING PAGE SEARCHABLE (SEO)Measure: add code to index from google analyticsOnsite SEO: add missing metadata, check size o...
MAKING PAGE SOCIABLE (SEO)             Social plug ins (Facebook)                        LIKE BUTTON        FACEPILE      ...
MAKING FABRETTO FB PAGE MORE SOCIAL                                              Add youtube,                             ...
MAKING FABRETTO TWITTER MORE SOCIAL                                              Add                                      ...
IMPROVING NAME OF PROJECT                                           CHANGE                                            NAME...
PARTICIPATING IN             ONGOING CHILDREN RELATED SOCIAL ACTIVITIES     Every child in the world should have access to...
ACTION PLAN LISTENING (1ST PHASE)     ACTIVITY                                  WHEN                 WHERE         WHAT   ...
ACTION PLAN ANSWERING (2ND PHASE)     ACTIVITY                                  WHEN                 WHERE           WHAT ...
ACTION PLAN CREATING (3RD PHASE)      ACTIVITY                                  WHEN                 WHERE           WHAT ...
INSENTIVE BLOGGERS TO WRITE› Give bloggers “unique” information       – Special interview with children       – The latest...
REUSING THE ‘LIKE’ FUNCTIONALITY ON CAN PAGE                                           Initiate a competition with prices ...
SENDING A SECRET                                           Incentive fans/offline people to “send a secret”               ...
COMPETITION RELATED TO WIKIPEDIA POSTS             CREAT THE WIKIPEDIA PAGE FOR FABRETTO             Have them take inform...
COMPETITION RELATED TO #HASHTAGS             CREAT A HASHTAG AND ASK PEOPLE TO RETURN             SOMETHING WITH THAT TAG ...
CREATING A COMPETITION ABOUT IDEAS                             Use FB application or other. Relate the idea to education, ...
VIRALIZE A SHARING SITUATION                                           Relate the idea of dreams to children let          ...
PARTICIPATING IN CAN COMPETITIONS                                           Participate and then share your               ...
GENERTING CLICKS VIA A TARGETD ADD                                                                  !                     ...
BEING ‘SPONSORED’ BY A CHILD› Instead of you sponsoring a child, a child can sponsor you› The “sponsorship” consist of com...
USING EXISTING SUPPORT TO PROMOTE CAUSEEricsson Internal | 2010-05-27 | Page 53      CALL TO ACTION
CREATE A GAME  To land a “fun (social media) game” in the hands of the audience that  they remember playing when they were...
GAME IDEAS                                              $                                           related           Ta t...
GAME EXAMPLESEricsson Internal | 2010-05-27 | Page 56   CALL TO ACTION
CONCLUSIONS              Patricia Polvora              Ends this yourney
CONCLUSION                A non-profit organization can    not afford NOT to focus on social media.                   Make...
THANKS                                                                            ME                                      ...
Fundacion Fabretto a social media project developed by Patricia Polvora for ESIC
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Fundacion Fabretto a social media project developed by Patricia Polvora for ESIC

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This is a project done for the NGO Fundacion Fabretto as a social media project for the scool ESIC in Barcelona. By Patricia Polvora.

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Transcript of "Fundacion Fabretto a social media project developed by Patricia Polvora for ESIC"

  1. 1. ‘CAN*’ CUSTOMERSTO FOUND A FABRETTO PROJECTA SOCIAL MEDIA APPROACHDEVELOPED FOR THE SCHOOLOF ESIC AND FABRETTO *Caja Navarra (CAN)
  2. 2. PRESENTER ME Patricia Polvora Ericsson Employee & Ericsson Response volunteer Fabretto volunteer CAN customer ESIC studentEricsson Internal | 2010-05-27 | Page 2
  3. 3. STORY BOARD BACKGROUND ANALYSIS STRATEGY AND TACTICS IMPLEMENTATION CONCLUSIONEricsson Internal | 2010-05-27 | Page 3
  4. 4. OVERALL OBJECTIVE To enable impoverished Nicaraguan children and their families in underserved communities to break the cycle of poverty and reach their full potential*Ericsson Internal | 2010-05-27 | Page 4 *From www.fabretto.org
  5. 5. PURPOSE OF SOCIAL MEDIA ACTIVITY PLAN To fund raise 5000€ for Fabretto project via the CAN bank’s initiative “Tú eliges, Tú decides”CAN initiative: “Tú eliges, Tú decides”Fabretto project: Fortalecimientos a Consejos de Padres/Madres de Familia en Escuelas de Nicaragua (no 17.688) Ericsson Internal | 2010-05-27 | Page 5
  6. 6. PURPOSE VISUALIZED !Ericsson Internal | 2010-05-27 | Page 6
  7. 7. CONTENT BRIEF TO OUTLINE PLAN CLIENT ENCOURAGE customers of the bank CAN (CajaNavarra) to donate their social % to the Fabretto project (no 17.688) that aimsfor fundraising of 5000€ before 31/12-10 (through the online channel “Tú eliges, Tú decides)Required method: actions in social mediabudget: 10 % of total fundraise = 500 € RECEIVERS Ericsson Internal | 2010-05-27 | Page 7
  8. 8. PEOPLE TO TALK TO Total # of customersCustomers of CAN that are online that donated in 2010 222674 Customers of CAN that are not online (yet) Ericsson Internal | 2010-05-27 | Page 8
  9. 9. WHERE ARE THE PEOPLE ONLINEAND WHAT DO THEY LIKE? Demographic Between 25-45 years old He/she lives in Spain (and to a great extent in Navarra) His interests are His also visits these sitesEricsson Internal | 2010-05-27 | Page 9
  10. 10. WHEN TO TALK TO PEOPLE DEADLINE: 31/12 – 2010 (closure of period for fund raising) FOCUS: occasions where CAN keeps their attentionActivities will take place starting August 15 to December 31 (4 1/2 months)Ericsson Internal | 2010-05-27 | Page 10
  11. 11. HOW TO MEASURE SUCCESS OF PLAN ROI Amount of € raised WHEN 10% of total = break even BASELINE: NOW 10-30% of total = OK ROI = 0€ ROE = 0 % on all 30-50% = Good 50-70% = Very Good 1 MONTH AFTER ACTIONS 70-100% = Excellent 2 MONTH AFTER ACTIONS ROE 3 MONTH AFTER ACTIONS 4 MONTH AFTER ACTIONS Increase in sentiments for “Fabretto” 20% 50 comments in any social platform 10 retweetsEricsson Internal | 2010-05-27 | Page 11
  12. 12. WHAT IS FABRETTO SPAIN› ONG with headquarters in Madrid› 1700 members› Support education related activities in Fabretto schools in NicaraguaEricsson Internal | 2010-05-27 | Page 12
  13. 13. WHAT IS CAN (CAJA NAVARRA)› Bank with social profile, head office in Navarra› 4843 social projects listed in their plan “tú decides, tú elijes”› 222674 clients contributed to the found raising in 2009 Offices are located in = clientsEricsson Internal | 2010-05-27 | Page 13
  14. 14. ANALYSISSETTING THE SCENE Maria Guide of this journey
  15. 15. FABRETTO SPAIN – SOCIAL MEDIA PRESENCE GRAPH ammado INFO BLOGGING TALKING PRESENCE SHARING CUSTOMER CARE COPETITIONS Structure from @JM TribóEricsson Internal | 2010-05-27 | Page 15
  16. 16. FABRETTO SPAIN – SOCIAL MEDIA PRESENCE DETAILSINFO TALKING/CUSTOMER CARE “ONG” no show within top 3 p 82 fans on page (US page 543) no profile “Fabretto” show top 5 5 followers of profile (US 152) 0 listed and 0 tweets (US 10, 120) Not existingBLOGGING/COMMUNITY SHARING/COMPETITION 3 videos in No channelNo blogsAmmado to post info a few posts 50+ images inEricsson Internal | 2010-05-27 | Page 16
  17. 17. FABRETTO SPAIN – SOCIAL MEDIA PRESENCE NUMBERSEricsson Internal | 2010-05-27 | Page 17 Source: Socialmention, twittergrader, web grader (100616)
  18. 18. CAN – SOCIAL MEDIA PRESENCE GRAPH INFO BLOGGING TALKING PRESENCE SHARING CUSTOMER CARE COPETITIONS Structure from @JM TribóEricsson Internal | 2010-05-27 | Page 18
  19. 19. CAN – SOCIAL MEDIA PRESENCE DETAILSINFO TALKING/CUSTOMER CARE “banco” and “banco social” 577 fans on page “caja social” no show within top 295 friend on profile 3p 1617 followers of profile “caja navarra” top 1 121 listed and 3184 tweets Post existing with last entrance 1/6 125 subscribers of profileBLOGGING/COMMUNITY SHARING/COMPETITION 429 videos in A channel with 28220community with functionality channel views and 173929 video views1182 associated blogs 656 images in with buddy icon. Is aand 261 are related to cooperation pro user TV channel of their own 230 links inEricsson Internal | 2010-05-27 | Page 19
  20. 20. CAN - SOCIAL MEDIA PRESENCE ACTUAL# of COMMENTS ON GOING Page daily comments/answer most Arranging competitions in related to social actions. Customers Upload social video 22/6. Win camera+$ to publish questions and encourage your social program social actions. Profile is used to Have a TV channel promote actions 2-3/week Developing an iPod app Tweets several/day Have a blog tool where people can become “bloggers” and widget to promote your Friendsfeed 3/week selection on your webpage/blogEricsson Internal | 2010-05-27 | Page 20
  21. 21. CAN – SOCIAL MEDIA PRESENCE NUMBERSEricsson Internal | 2010-05-27 | Page 21 Source: Socialmention, twittergrader, web grader (100616)
  22. 22. ROE COMPARING IN SOCIAL MEDIA FABRETTO* CAJA NAVARRA*Includes US based accounts that are much more active Ericsson Internal | 2010-05-27 | Page 22 Source: Socialmention, twittergrader, web grader (100616)
  23. 23. SEO COMPARING OF WEBSITESEricsson Internal | 2010-05-27 | Page 23 Source: Socialmention, twittergrader, web grader (100616)
  24. 24. FABRETTO CONCLUSION LOW social media presence. Not active. Low HIGH social media presence. ACTIVE with rate of followers/fans customer care, promotion, dialog and contribution. Medium rate of followers 1.0 website with no interactivity 2.0 website with interactivity CAJA NAVARRA NO good social media foundation to use for Over 6000 project. Not favourazing dialog/viralizing/sharing. Needs to be built up Offer channels where to contribute NO presence in Navarra (3 members) Head office in Navarra Focus Madrid/Barcelona Many customers in region Donators are between 25-55 year old Donators are between 25-55 years old Fabretto members/advocates are not visible in CAN customers are active online and visible in a gathered place online social activities, pages etc online FABRETTO needs to create a social presence and platform; it cannot get pull from CAN (besides CAN activities for contribution). Facebook: place where CAN customers are active +I dentified Fabretto. Good start point due to demographic similarities possibilities to address per location. People needs to be brought here or directly to CAN fund raising. Needs to be done via planned or ongoing activities (e.g. dinners, events) Fabretto needs to create presence in regions where CAN is but not Fabretto (e.g. Navarra). They depend on awareness/preference before action taken by CAN customers. Ericsson Internal | 2010-05-27 | Page 24
  25. 25. STRATEGIC APPROACHSETTING STRUCTURE Pedro Guide of this journey
  26. 26. WHAT WE WANT TO ACHIVE INSIGHT OF BRAND INFLUENCE PERCEPTION VIRALIZE TAKE ACTION OF BRAND DONATE VIA CAN AWARENESS PREFERENCE CALL TO ACTIONPREREQUISIT TO BUILD FOUNDATION FOR ACTION Ericsson Internal | 2010-05-27 | Page 26
  27. 27. HOW WE WANT TO ACHIVE IT INSIGHT ELIMINATE INFLUENCE VIRALIZE TAKE ACTION OF BRAND NWOM PERCEPTION TRACK CONVERS. MANAGEEXPERIENCE/ SERVICE BRANDCOMMUNITIES BLOG MARKETING VIRAL MARKETING INFLUENCER MARKETING Structure from @JM Tribó Ericsson Internal | 2010-05-27 | Page 27
  28. 28. WHAT FOCUS – TWO FOLDED DUE TO FABRETTO’S LOW PRESENCE IN SOCIAL MEDIA, AND DO INPLANT A “NAME” IN THE MINDS OF THE TARGETED PEOPLE, THIS PLAN TAKES INTO ACCOUNT ALL PHASES NOVAUG OCT DEC SEP EVALUATION AND MEASUREMENTDEVELOPMENT AWARENESS PREFERENCE WORLD FOOD DAY 16/4 DEVELOPMENT CALL TO ACTION Ericsson Internal | 2010-05-27 | Page 28
  29. 29. WHAT FOCUS – DETAILED AWARENESS PREFERENCE BUILD: social platform (web, networks) BUILD: content to share IMPROVE: SEO (web page) IMPROVE: build up mass FOCUS: monitor, listen FOCUS: answer, create CALL TO ACTION FOCUS: Interact in CAN channels Viralize game, content, “I like”, competitions Activate CAN customers or “friends” of CAN customers to actEricsson Internal | 2010-05-27 | Page 29
  30. 30. WHAT FLOW OF COMMUNICATION FABRETTO FABRETTO CAN EVENTS page page USERSPRESS USERS PROFILE MAIL Contains Contains USERS PROFILE DM info about functionality PROFILE game, comp- to donate etitions etc CANEricsson Internal | 2010-05-27 | Page 30
  31. 31. WHAT CHANNELS SEO SEM EVENTS CONTENT APPLICATIONAMADOEricsson Internal | 2010-05-27 | Page 31 Structure from @JM Tribó
  32. 32. ACTION PLAN WHEN to speak WHEREFOUNDATION HOW OFTEN RESOURCE Foundation: 10h/week Twitter/ FB: 10h/week Youtube (2x/month) Delicious (5/week) Blog: 10h/week Flickr (5/week) Create content: 10h/week Structure from @Ben HannaEricsson Internal | 2010-05-27 | Page 32
  33. 33. TACTICAL APPROACHDOING IT Mario Guide of this journey
  34. 34. MAKING PAGE SEARCHABLE (SEO)Measure: add code to index from google analyticsOnsite SEO: add missing metadata, check size of page(think of speed), identify proper key words and add intext(long tail keywords), add links (internal/external) tologic information, metatag images, add images andembed/link videosOffsite SEO: identify blogs/webpages and askfor/encourage linking (partners, other Fabretto orgs,volunteers, local blogs in CAN area) AWARENESSEricsson Internal | 2010-05-27 | Page 34
  35. 35. MAKING PAGE SOCIABLE (SEO) Social plug ins (Facebook) LIKE BUTTON FACEPILE CAN related info section LOG IN BUTTON LIKE BOX section COMMENTS channel AWARENESSEricsson Internal | 2010-05-27 | Page 35
  36. 36. MAKING FABRETTO FB PAGE MORE SOCIAL Add youtube, flicker, welcome tabs, countdown, competition Customize image, add bio AWARENESSEricsson Internal | 2010-05-27 | Page 36
  37. 37. MAKING FABRETTO TWITTER MORE SOCIAL Add image AdaptbackgroundAdd otherchannels,description, Add bio who tweets AWARENESS Ericsson Internal | 2010-05-27 | Page 37
  38. 38. IMPROVING NAME OF PROJECT CHANGE NAME ! -Tú dinero, su apoyo USE IN COMMUNICATION -simple -direct/explanatory SEARCHED FOR -Tú apoyas, ellos a sus hijos RECOGNIZED -directed to donators -easy to remember -Tú apoyas sus estudios, -play with “tu eliges, tu decides” tú decides su futuro -“your/you” “with your money” -Tú ayudas, ellos ayudan a “students” sus estudiantes/hijos AWARENESSEricsson Internal | 2010-05-27 | Page 38
  39. 39. PARTICIPATING IN ONGOING CHILDREN RELATED SOCIAL ACTIVITIES Every child in the world should have access to an education…dance with Shakira for one goal AWARENESSEricsson Internal | 2010-05-27 | Page 39
  40. 40. ACTION PLAN LISTENING (1ST PHASE) ACTIVITY WHEN WHERE WHAT ACTIONtracking of Daily Twitter Words (spanish): recordconversations Facebook Children Friendsfeed Education Youtube Fabretto ONGIdentify and follow Daily Twitter Words (spanish): record“important bloggers” Facebook Children Blogs Education Fabretto ONGFollow XX1 ONG Weekly Twitter Identify what they record Facebook communicate, Blogs social actionsFollow XX2 ONG Weekly Twitter Identify what they record Facebook communicate, Blogs social actionsFollow XX3 ONG Weekly Twitter Identify what they record Facebook communicate, Blogs social actions Ericsson Internal | 2010-05-27 | Page 40 PREFERENCE
  41. 41. ACTION PLAN ANSWERING (2ND PHASE) ACTIVITY WHEN WHERE WHAT ACTIONComment on Daily Twitter Words (spanish): recordconversations Facebook Children Friendsfeed Education Youtube Fabretto ONG Human rightsComment on articles Daily Mashble Words recordGeneral pages Social Mention Children Social Media examiner Education ONGComment on articles Daily Netsquared Words recordONG pages Solucionesong.org Children ammado Education ONG Ericsson Internal | 2010-05-27 | Page 41 PREFERENCE
  42. 42. ACTION PLAN CREATING (3RD PHASE) ACTIVITY WHEN WHERE WHAT ACTIONCreate posts Daily Twitter Words (spanish): record Facebook Children Friendsfeed Education Youtube Fabretto ONG Human rightswrite articles for Monthly Mashble ONG recordGeneral pages Social Mention Social Media Social Media examiner Education/SMWrite articles for Monthly Netsquared ONG RecordONG pages Solucionesong.org Social Media ammado Education/SMRecord videos Monthly Youtube Related to vimeo ONG Social Media Education/SM Ericsson Internal | 2010-05-27 | Page 42 PREFERENCE
  43. 43. INSENTIVE BLOGGERS TO WRITE› Give bloggers “unique” information – Special interview with children – The latest video› Give bloggers information “first” (VP) – Facts of success – Preview – Success stories› Give bloggers specific products – Developed by the children – Result from projects “tangible”Ericsson Internal | 2010-05-27 | Page 43 PREFERENCE
  44. 44. REUSING THE ‘LIKE’ FUNCTIONALITY ON CAN PAGE Initiate a competition with prices that encourage people in this group and other similar to do ‘I like’ and “who brought the most friend to FB thinking in order to win a product !Ericsson Internal | 2010-05-27 | Page 44 PREFERENCE
  45. 45. SENDING A SECRET Incentive fans/offline people to “send a secret” relate it to children, games when you were a child “brand it” with fabretto, relate to CAN proyect, lead to fabretto FB page (that is relating to CAN project)Ericsson Internal | 2010-05-27 | Page 45 PREFERENCE
  46. 46. COMPETITION RELATED TO WIKIPEDIA POSTS CREAT THE WIKIPEDIA PAGE FOR FABRETTO Have them take information from the CAN page Encourage friends to “I like” and most gathered wins a “hot product” with content related to fabretto (e.g. if an Ipad then the bag could be handmade by fabretto children)Ericsson Internal | 2010-05-27 | Page 46 PREFERENCE
  47. 47. COMPETITION RELATED TO #HASHTAGS CREAT A HASHTAG AND ASK PEOPLE TO RETURN SOMETHING WITH THAT TAG IN ORDER TO WIN Have them take information from the CAN page Encourage that if they are CAN customersEricsson Internal | 2010-05-27 | Page 47 CALL TO ACTION
  48. 48. CREATING A COMPETITION ABOUT IDEAS Use FB application or other. Relate the idea to education, children let the price be that it will be implemented/ reported/their name recorded in school etc promote in CAN channels and encourage donationEricsson Internal | 2010-05-27 | Page 48 CALL TO ACTION
  49. 49. VIRALIZE A SHARING SITUATION Relate the idea of dreams to children let the price be that it will be implemented/ reported/form part of training material/their name recorded in school etc promote in CAN channels and encourage donationEricsson Internal | 2010-05-27 | Page 49 CALL TO ACTION
  50. 50. PARTICIPATING IN CAN COMPETITIONS Participate and then share your contribution and refer to donation page/projectEricsson Internal | 2010-05-27 | Page 50 CALL TO ACTION
  51. 51. GENERTING CLICKS VIA A TARGETD ADD ! For all competition/sharing, use addsEricsson Internal | 2010-05-27 | Page 51 CALL TO ACTION
  52. 52. BEING ‘SPONSORED’ BY A CHILD› Instead of you sponsoring a child, a child can sponsor you› The “sponsorship” consist of communication with that child; they teach you their life and what they believe in› The idea of setting up a “vote” situation where the friends have to vote for you and the more votes…the 3 o 5 top get assigned a child and communication initiatedEricsson Internal | 2010-05-27 | Page 52 CALL TO ACTION
  53. 53. USING EXISTING SUPPORT TO PROMOTE CAUSEEricsson Internal | 2010-05-27 | Page 53 CALL TO ACTION
  54. 54. CREATE A GAME To land a “fun (social media) game” in the hands of the audience that they remember playing when they were kids. A typical “Spanish game” To make the content of the Game as similar as possible to making the same action in the real world, seamless step in “making it for real” Content is related to giving away money (e.x. monopoly) or competing in gathering dummy money and “building” something (ex. Farmville) The result/price is related to… and a call to action on donating money through the CAN initiative or Navarrra related.give a “premium”? MAKE IT EASY TO DONATE MONEY TO FABRETTO PROYECT VIA “TU DECIDES”Ericsson Internal | 2010-05-27 | Page 54 CALL TO ACTION
  55. 55. GAME IDEAS $ related Ta te ti Build a world Entre amigos Veo veo Anotations monopolio en videos (youtube) Education tetris Anotations related en images map Save compete in visits Your friends (get friends to support)Ericsson Internal | 2010-05-27 | Page 55 CALL TO ACTION
  56. 56. GAME EXAMPLESEricsson Internal | 2010-05-27 | Page 56 CALL TO ACTION
  57. 57. CONCLUSIONS Patricia Polvora Ends this yourney
  58. 58. CONCLUSION A non-profit organization can not afford NOT to focus on social media. Make use of volunteers to resource actions, but get to the work! Executing this plan is not only an action related to the CAN project, it will put in place a platform to use for other activities.Ericsson Internal | 2010-05-27 | Page 58 *From www.fabretto.org
  59. 59. THANKS ME Patricia Polvora Ericsson Employee & Ericsson Response volunteer Fabretto volunteer CAN customer ESIC studentEricsson Internal | 2010-05-27 | Page 59
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