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Leveraging Social Media for Social Innovation
 

Leveraging Social Media for Social Innovation

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Michael Smith, Senior Vice President of Social Innovation, ...

Michael Smith, Senior Vice President of Social Innovation,
The Case Foundation

During this session, Michael will explore the Case Foundation’s evolution from
a minimal online presence prior to 2005 to one of the leading nonprofit sector
voices working on the cutting edge of leveraging new technologies for social good.
Join us for insights, lessons learned, and best practices in social networking,
crowdsourcing, and online platforms.

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  • Advertising- The Case Foundation uses different paid advertising platforms*Facebook ads and Google grantsPromotions- Holding contests and polls encourages user engagement on our Facebook page*Ex. The Case Foundation’s recent “Father’s Day Sweepstakes” and “MDS11 Survey” Father’s Day Sweepstakes: MDS11 Survey: - Reminds: always make sure to follow Facebook’s rules and regulations for contests (which can be found on their site)Variety of Content- We post a mix of informative content (“Check out our new blog post!” with lighthearted and simple posts (“How was your weekend?”)- We integrate our web resources onto our Facebook pageand mention our partnerships—following the idea that one social media form can’tstand on its own*Post links to our website, Twitter, or blog on our Facebook page*Mention other organizations with whom we have partnerships and request the same in return Ex. This past memorial day, we provided a grant to IAVA (Iraq and Afghanistan Veterans of America) to support their work on behalf of our veterans.
  • Strengthening our brandWe give the Case Foundation a personality and limitadvertisements (Ex. BBQ/Memorial Day Question)We generating interest about an event through Twitter (ex. #MDS11)Providing Customer InteractionWe encourage followers to tweet questions or comments, and retweet them or reply to them (ex. PandoProjects)Engaging with people talking in our fieldWe retweet relevant news to foster community and alert our followers about relevant Twitter accounts (ex. Waterforpeople)We use hashtags to find or start conversations related to our organization (ex. #MDS11, tweeting about Father’s Day Sweepstakes)
  • Why Did We Change?The past two years have seen dramatic shifts in the way we receive and share information- Content curation and aggregation*Between social networks, blogs and thousands of niche sites, the sheer volume of content being created across the web is impressive, but can also be overwhelmingRather than mostly focusing on our own content creation through our blog, our website can play a role in helping to cultivate the best content out there on “all things good”- Connecting our community*We recognized that we could be doing more to connect our Facebook, Twitter, LinkedIn, and other communities right on our site, while making sure visitors could benefit from the great conversations taking place in our social communities as well
  • What Did We Change?Our new site is a resource for anyone who cares about getting engaged and giving back to learn more about a range of social-good topics with the hope that many will be inspired to take action- “Learn More, Do More” Content HubsSocial MediaActive CitizenshipGood GivingCorporate Responsibility- Our BlogWith an increased focus on content curation and building a dynamic and interactive Case Foundation community across the web, we will blog less frequently. Our blog will continue to be a source of information on new programs, partnerships, and issues of great importance to our team—and we’re also pulling in feeds from Social Citizens and the Startup America Partnership blog, helping you stay informed on two of our key initiatives
  • Be Concise and ClearPost 80 words or less (27% increase in engagement)Full-length URL has 3x more engagement than bit.ly linkBe TimelyPost outside normal business hours (20% increase engagement)Thursdays and Fridays have 18% more engagement than other daysFollow SEO TacticsName your page exactly after your brand--the name is crucial because Facebook search is biased by exact matchUse full name and break into separate words (“The Case Foundation” rather than “CaseFoundation”)Ask for EngagementOutright ask for comments and include questions at the end of the post (15% more engagement than beginning or middle)

Leveraging Social Media for Social Innovation Leveraging Social Media for Social Innovation Presentation Transcript

  • Leveraging Social Media
    for Social Innovation
  • SOCIAL MEDIA
    Create awareness
    Communicate instantly
    Cultivate supporters
    Catalyze civic action
  • COMMUNICATIONS
    380,000+ followers (3x)
    24,000+ fans
    daily posts and series
    livestream and recorded
  • GETTING STARTED: TIPS
    Give up control
    Listen & share
    Seek advice, help
    Be consistent
    Don’t be rigid
  • ENGAGING ON FACEBOOK
    Polls, quizzes and questions.
    The Case Foundation…
    Tries different advertising methods
    Promotes through contests and polls
    Posts a varietyof content and makes partnerships
    Mom’s and Dad’s that give back
    Celebrating Vets for Memorial Day
  • ENGAGING ON TWITTER
    The Case Foundation…
    • Strengthens our brand
    • Provides customer support
    • Engages with people talking about our field
  • Why did we change?
    Content curation and aggregation
    Connecting our community
    Photo by PC - MyShots@Photography|http://www.flickr.com/photos/pc-myshots-at-photography/2729871104/
  • What did we change?
    “Learn More, Do More”
    Our Blog
  • VIDEO STRATEGY
    Tell stories
    Share mission
    Educate others
    Spotlight progress
  • VIDEO & TUTORIALS
    Original content
    Tutorials
    Interviews
    On-location
    Livestream
  • $10,000 in grants
    1,300 videos
    24,000 votes
    Expert panel
  • CROWDSOURCING
    Engage supporters
    Encourage innovation
    Leverage collaboration
    Reach a wide audience
  • Nearly 5,000 ideas
    Majority took action
    15,000 voters
    Email, web pages
  • OTHER CF EXAMPLES
  • 105,000 donations
    $2.1 million raised
    Short window: 30 days
    Social media tools
  • CHALLENGES & PLATFORMS
  • ONLINE GIVING
    34.5% increase from 2009
    Over 130 platforms
    Leverage dollars
    Encourage everyday giving
  • GIVING PLATFORMS
  • INVESTING IN PLATFORMS
    $500 million
  • WHAT’S NEXT?
    Location-based
    Crowdsourced content
    Social gaming
    Video
  • APPENDIX
  • BEST FACEBOOK CAMPAIGNS
    Best Social Good Campaigns (Buddy Media and allfacebook.com)
    Southwest Airlines (through "Places" app and with Make-a-wish Foundation)
    Donated $1 every time a passenger checked into a Southwest-served airport (gained over 1 million fans)
    Tyson Hunger Relief and the Moneterey County Food Bank
    Donate 100 pounds of food for every new like
    Timberland Earthkeepers Virtual Forest App
    For every 5 virtual trees planted, Timberland planted a real tree.
    Best Facebook Campaigns of 2010 (www.allfacebook.com)
    Kohls Cares for Kids Facebook Contest
    The top 20 schools that solicited the most votes on the companysfacebook page awarded $500K
    Target
    Allowed fans to determine to which organization $1 million donation should be made
    Jack in the Box
    For every new like, 5 cents was placed into a jar. Then the jar was randomly given to a fan.
    Bing (through Farmville)
    For every new fan, gave away Farmville currency
  • BEST TWITTER CAMPAIGNS
    Top 5 Non-profit Campaigns:
    • USA Today
    • Red Cross for Haiti
    • Charity: Water
    • Im Not A Pre Existing Condition
    • Twitter Autism Day
    Top 5 For-profit Campaigns:
    • Old Spice: The Man Your Man Could YouTube Like
    • Radio Shack
    • Irish Tourism
    • Ashton Kutcher vs. CNN vs. Malaria
    • Uniqlo
  • MORE HINTS FOR FACEBOOK
    Be Concise and Clear
    Be Timely
    Follow SEO Tactics
    Ask for Engagement
    Photo courtesy of vincos: http://www.flickr.com/photos/vincos/5195538730/