Webjam: The Social Media Effect

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Webjam is a provider of engaging enterprise social media solutions. We help our clients to connect with their employees and customers by providing them with an easy, affordable solution for social …

Webjam is a provider of engaging enterprise social media solutions. We help our clients to connect with their employees and customers by providing them with an easy, affordable solution for social publishing and engagement. Our enterprise social media solutions allow you to create your own social intranet, share ideas and insights, and connect your employees.

http://www.webjam.com

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  • 1. Social Media Basics I: The Engagement EffectA Study for UK NFPsActual Brand Journeys | Case StudiesLexie MendelsonStrategic Development Directorwww.webjam.comFebruary 2012@webjamdotcom@lexielexie2bizdev@webjam-ltd.com (c) 2010 Webjam Ltd - Confidential
  • 2. Who is Webjam?•  Market-leading solutions provider for Enterprise Social Media based in Central London. Webjam equips your teams to find and share knowledge and expertise – working together to achieve more.•  2010 awards include two internal communication nominations for social media Intranets plus awarded in the top 10 for innovation and creativity in social media•  You can focus on your core business Webjam’s team of experts are your innovative technology partners, at the cutting edge of research and development, ensuring that we deliver you the competitive advantages in productivity, social media and innovation.•  Webjam delivers full customisation for your business needs – uncomplicated to install and run – Webjam is your innovative technology partner, allowing you to build your cutting-edge website with full social functionality without technical knowledge or external resources. (c) 2010 Webjam Ltd - Confidential
  • 3. How do we fundraise in an economic downturn? “73% of Charities in the NE are experiencing a decrease in funding with an estimate of 23% potentially closing in the next 12 months... ...statistics from August show direct debit cancellations are at their highest since records began“**Visceral Business Presentation The Charity Social 100 Index – Jan 4 2012 How Engagement will affect your (c) 2010 Webjam Ltd - Confidential
  • 4. Social Media helps raise awareness & engagement 2012 Research Reports“ Despite the usage of social media amongst most charities, [and the]opportunities for collaborative networking and developing the lifetimevalue of supporters through social relationships, many charities are notcreating fully integrated communities of purpose as social organisations” “Many [charities] don’t have a strategy to actively engage with and grow communities of interest as integrated networks, and social media is mostly a conventional marketing initiative being delivered through new channels.”The Visceral Business Presentation, The Charity Social 100 Index, Jan 2012 (c) 2010 Webjam Ltd - Confidential
  • 5. Webjam Survey of Centrepoint CRM Clients A corporate belief that engagement is important: “47% say it is high on their list to improve engagement ” “70% say engagement will improve opportunities to listen to member/fundraisers” “67% say it will improve openness and collaboration” “56% want to create a strong brand presence” How Engagement will affect your Business (c) 2010 Webjam Ltd - Confidential Lexie Mendelson
  • 6. A Glimpse at the Opportunity: Facebook 2010 Users do connect with a brand and engage with brand activities How Engagement will affect your Business2010 Facebook global stats by DigitalSurgeons (c) 2010 Webjam Ltd - Confidential Lexie Mendelson
  • 7. A Glimpse at the Opportunity: Twitter Global 2010 Users do connect with a brand and engage with brand activities How Engagement will affect your Business (c) 2010 Webjam Ltd - Confidential Lexie Mendelson
  • 8. Social Media is like the first day of school.. How Engagement will affect your Business (c) 2010 Webjam Ltd - Confidential Lexie Mendelson
  • 9. Social Media is like the first day of school.. THE  FIRST  DAY  IS  THE  HARDEST   Its  not  just  how  many  people  ‘like’  or  ‘follow’  you  that  makes  you   popular     its  what  they  say  about  you  behind  your  back   So,  how  did  I  find  that  image?      Actually...    How  did  that  image  find   me?     1.  It  was  part  of  an  ar.cle  in  Psychology  Today.    A  website  that  I  do   not  visit   2.  Someone  in  my  Facebook  network  read  the  ar.cle  on  the   Psychology  Today  website  and  commented  at  the  boAom  of  the   ar.cle   3.  Someone  in  her  network  coincidentally  also  read  the  ar.cle  in   Psychology  Today,  and  then  saw  her  comment   4.  This  person  then  posted  the  ar.cle  onto  Facebook,  tagging  the   person  in  my  network,  who  commented  again  in  her  facebook   feed...   5.  ...  So  I  saw  the  image,  and  the  associated  ar.cle  on  the   Evolu.onary  Mismatch  of  Schools  Today   How Engagement will affect your Business (c) 2010 Webjam Ltd - Confidential Lexie Mendelson
  • 10. Social Media is like the first day of school.. How Engagement will affect your Business (c) 2010 Webjam Ltd - Confidential Lexie Mendelson
  • 11. It’s MY Facebook newsfeedAnything that ends up in MY Facebook feed better beof interest to ME, if not I’ll remove it....  Don’t only measure your efforts by ‘fans’ & ‘followers’  Measure by viral activity (likes, shares, retweets..)  How many people actually see and pass on your message Read this for step-by-step instructions on how to use Facebook Insights and measure your engagement http://www.socialmediaexaminer.com/how-to-measure-your-facebook- engagement/ How Engagement will affect your Business (c) 2010 Webjam Ltd - Confidential Lexie Mendelson
  • 12. Make it easy for your content to go viralTake a look at your own FB newsfeed and learn..  How to contextualise, & therefore personalise  The benefits of providing a timeline of promo content  Why aggregating & promoting the small contributors in your community is just as important as the big  Why you need to listen to your community & react quickly to leverage every opportunity  Social media is a resource, be there to answer How Engagement will affect your Business (c) 2010 Webjam Ltd - Confidential Lexie Mendelson
  • 13. They will change your message. This is good!Happy World Cancer Day!“Somehow happy seems like amisnomer here.”Stupid Cancer“My new favourite website.”Seen by 321 friends If liked or reposted could appear in 300friend’s newsfeeds, and therefore seen by Xmore friends (if 10% @300 then 9,000) Personalisation by the poster providesgreater relevance Message is already contextualised, I knowthis person, I care about cancer (c) 2010 Webjam Ltd - Confidential
  • 14. Initiate timeline content for increased engagementSeen by 370 friends Each posts includes JustGiving page 18  August   3  September   11  September   I’ve  signed  up!   7  days  unEl  I  ride!   The  day  of  the  race!   How Engagement will affect your Business (c) 2010 Webjam Ltd - Confidential Lexie Mendelson
  • 15. Aggregate & distribute content to engage 4 different Down Syndrome stories, 4 different sources, none related to a charity. A missed opportunity.Seen by 185 friends Find and promote all associated causesand news From the small blogger to headlinenews feeds This builds a variety of content fordistribution Leverage their content/passion for yourorganisation  Creates greater awareness – win win!Major Missed OpportunityTarget uses DS child in adsGrabs media attention How Engagement will affect your Business (c) 2010 Webjam Ltd - Confidential Lexie Mendelson
  • 16. Make sure you are listening: Missed Opportunity! React quickly to opportunities to build awareness & fundraise.  The original Target ad The blog that went viralNBC Nightly NewsMSNBCABC NewsHollywood ReporterWashington PostAdweek...NO CHARITY MENTION!www.noahsblog.com How Engagement will affect your Business? (c) 2010 Webjam Ltd - Confidential Lexie Mendelson
  • 17. Social Media is used as a resource = Opportunity Q: “Would like to sponsor a child. What’s the best charity to use?” A: “Plan International for 8 years here. Recommended!”Seen  by  248  friends    Social Media is being used as a resource  Incredible opportunity for peer referrals  Encourage staff & volunteers to use social media  Train them  Be there when a question is asked (c) 2010 Webjam Ltd - Confidential
  • 18. Use Social Media InternallyEncourages its use Externally  Social knowledge sharing platform for employees  Build their credentials  Network with colleagues  #hashtags are used for skills and topics for collaborations  15k of 23k employees use the tool in 18 months  Also use Social Media to recruit  Active in Social Media Networks (c) 2010 Webjam Ltd - Confidential
  • 19. Network of Non Profits: Give to the Max Day Many is stronger than 1, consider combining efforts with other NFPs Minnesota Give to the Max Day NFPs say, “..social media has also been critical to leveraging their donor networks.”  A network of 3,700 Minnesota NFPs  24 hours, Nov 16th, 2010  42,596 unique donors  Collectively raised $10,041,021  Used Social Media and other efforts  Blog, FB, Twitter, YouTube  Shared stories, news, innovation, best practicesTech partner Razoo.com built GiveMN.org platformUse principals in the book The Networked NonprofitFrom blog by www.bethkantor.org December 10, 2010 with Jeff Achen of GiveMN.orgFrom Beth Kantor’s book, The Networked NonProfit (c) 2010 Webjam Ltd - Confidential
  • 20. Give to the Max Day: Minnesota Nonprofit Network The NumbersDonor Demographic 81.9% female 90.9% over 31 years old 61% earn <$90,000 annual total householdincomeWhere did the traffic come from? How did GTTM support NFPs? Direct = 64,834  Focused on providing social media Facebook = 21,865 resources Twitter = 827  Email templates Linked from an email = 5,966  Content such as a video PSA for use on Linked from a website = 5,872 their homepages Other (search engines/news sites/etc.) =31,128 (c) 2010 Webjam Ltd - Confidential
  • 21. Give to the Max Day: Minnesota Nonprofit Network The Numbers Multiple answers acceptedPost event nonprofit survey Post-event donor survey 55.4% social media worked best  77.1% heard about event from email  83.1% email worked best from their nonprofit 93.3 % of respondents said their  <20% heard about the event viaorganization benefitted overall from Give television, radio, newspaper, Facebook,to the Max Day Twitter and friends  31% found it useful to be notified of giving opportunities on Facebook or Twitter (c) 2010 Webjam Ltd - Confidential
  • 22. Leverage Existing Events: RAF Benevolent Fund Celebrate 70th Anniversary of Battle of Britain in a 4 Month Social campaignCreatives Daily news stories corresponded to same day in 1940 5 fictional characters blogged, tweeted daily events from theircharacter’s point of viewKey objectives Position charity as young and dynamic Reach beyond the charity’s traditional supporter  (70% supporters over 70) Build an engaging online community for the Fund Demonstrate the human impact of war Drive online donationsStrategy Content – dedicated author and historical consultant Promotions – harness existing interest in anniversary Engagement – each of 5 characters contentment is ‘owned’ by adifferent member of the comms team (c) 2010 Webjam Ltd - Confidential
  • 23. Leverage Existing Events: RAF Benevolent Fund Celebrate 70th Anniversary of Battle of Britain in a 4 Month Social Media campaignOutcomes  Online donations: increased by 199% when compared to the same four month period in 2009  Data capture: we added over 1,000 contacts to our email list  Reaching a younger demographic: data from Facebook Insights shows that over 50% of our supporters are now under 45  Building an online community: the 1940 Chronicle has created the momentum for us to build a substantial and engaged online community including 2,000 followers on Twitter and 16,000 fans on Facebook (c) 2010 Webjam Ltd - Confidential
  • 24. Putting a Spotlight on Social Behaviour “We need a new way of looking at charity and viewing it as an enriching personal experience and not simply a one-off or series of transactions” Behavioural Types   Partners   Influencers   Participants   Advocates   Subscribers   Likes Think of the relevance of your content to each Behaviour TypeVisceral Business, The Charity Social 100 Index, January 2012e.g. The Dogs Trust on Twitter (and elsewhere) (c) 2010 Webjam Ltd - Confidential
  • 25. Final note: Be aware of new trends in Social Media   1.5M users daily   14+ minutes on the site   More referral traffic than Google+Ignite Social Media Blog. Google Ad Planner Data January 24, 2012http://mashable.com/2012/01/29/pinterest-retail-infographic/ (c) 2010 Webjam Ltd - Confidential
  • 26. Pinterest.com: Is their demographic your target? January 2012 Data   64.5% USA   3.2% UK   35% Household income $25-$50k   34% household income $50-$75k   80% female, mostly 25-54   76% haven’t completed University   Top traffic driver for retailIgnite Social Media Blog. Google Ad Planner Data January 24, 2012http://www.appappeal.com/maps/pinterest/ Feb 13th 2012 based on Alexa (c) 2010 Webjam Ltd - Confidential
  • 27. In SummaryAwareness drives engagement and commitment   Don’t measure your efforts only by ‘fans’ & ‘followers’   Measure by viral activity (likes, shares, retweets.. )   Think about how to allow personalisation   Provide easy to ‘go viral’ content leading up to events   Aggregate & promote the small & the big – win win!   Listen and encourage everyone in your org to use social media   Social media is a resource, be there to answer   Leverage existing events   Know social behavioural types and think about content accordingly   Not all new trends are for you, check demographics How Engagement will affect your Business (c) 2010 Webjam Ltd - Confidential Lexie Mendelson
  • 28. Social Media Basics I: The Engagement EffectA Study for UK NFPsActual Brand Journeys | Case StudiesLexie MendelsonStrategic Development Directorwww.webjam.comFebruary 2012@webjamdotcom@lexielexie2bizdev@webjam-ltd.com (c) 2010 Webjam Ltd - Confidential