Social Media for NGO by Guruonline


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  • 3 cases to show the power of forums, Instant Exposure / Grouping Call for action
  • 3 cases to show the power of forums, Instant Exposure / Grouping Call for action
  • Social Media for NGO by Guruonline

    1. 1. Content <ul><li>Guru Online Introduction </li></ul><ul><li>Fundraising trend </li></ul><ul><li>Facebook insights </li></ul><ul><li>Weibo insights </li></ul><ul><li>Integration of On - Offline promotion platforms </li></ul><ul><li>NGO promotion strategy </li></ul><ul><ul><li>Tactics to achieve different objectives </li></ul></ul><ul><ul><li>How to increase fans engagement </li></ul></ul><ul><ul><li>Showcases </li></ul></ul><ul><li>Performance tracking and performance measurement </li></ul><ul><ul><li>Facebook insight analysis </li></ul></ul><ul><li>Reference </li></ul>
    2. 2. SOCIAL MEDIA & FUNDRAISING <ul><li>Fundraising trend </li></ul>
    3. 3. Social media is taking role on Charity giving issue
    4. 4. Top 5 commercial social networks used by nonprofits
    5. 5. How to move a charity campaign from oneself to the whole world…….
    6. 6. How to move a charity campaign from oneself to the whole world…….through Social Media <ul><li>Aware charity incident </li></ul><ul><li>Making noise to draw attention and reaching target through digital platforms </li></ul><ul><li>Self participation & Proud to take part in meaningful incident </li></ul><ul><li>People feel superior and willing to share the contribution they have make to the place they live and to the world </li></ul><ul><li>E.g. According environmental protection issue, animal protection, child sponsor </li></ul><ul><li>Initiate viral sharing </li></ul><ul><li>Make impact on the connection (e.g. friends, family) from the world of social media </li></ul><ul><li>E.g. Asking friend to support </li></ul>
    7. 7. Sharing is bigger than fans, friends and followers <ul><li>There are plenty of fundraising solutions that leverage social media, relying on fundraisers to tweet, share, and post their fundraising pages to their social networks. </li></ul><ul><li>Sharing generates more than 10 % of all internet traffic </li></ul><ul><li>Facebook is the sharing largest channel at 38 % </li></ul>
    8. 8. <ul><li>Social Media does not raise money, people raise </li></ul><ul><li>money – Holly Ross (NTEN Executive Director) </li></ul>
    9. 9. <ul><li>So how does people create viral on social media </li></ul><ul><li>on charity / NGO issue? </li></ul>
    10. 10. Drive intention of sharing by eye catchy image and text conveying the key message of the incident
    11. 11. Strong message initiate natural sharing
    12. 12. One thing to remember…people hesitate to share terrifying feed…
    13. 13. Positive and cheerful content generates organic viral effect
    14. 14. <ul><li>How to Leverage social media? </li></ul>Put your message through into format Spread them through Social Media
    15. 15. Leveraging the social web : Social network sharing Sharing is 30 % of site referral traffic
    16. 16. The best way to integrate all the digital platforms WOM Forum seeding seeding To communicate awareness message across a range of digital platforms
    17. 17. Official website Facebook fanpage Youtube video Weibo
    18. 18. <ul><li>Something you have to know about Facebook </li></ul>
    19. 19. Facebook takes a key role in fundraising campaign <ul><li>Donors send message to 28 friends via email, 25 of them being supporter </li></ul><ul><li>Donors share to 130 friends (average) via Facebook </li></ul><ul><li>Donors share to 70 friends (average) via Twitter </li></ul>
    20. 20. Facebook is No.1 Media in HK! Most visited website in Hong Kong source : hitwise
    21. 21. Mass Coverage <ul><li>> 3,700,000 Facebook users in Hong Kong 75% of the total Internet population </li></ul>source : socialbakers
    22. 22. TACTICS TO ACHIEVE DIFFERENT OBJECTIVES <ul><li>NGO promotion strategy </li></ul>
    23. 23. TO MANAGE YOUR CONTENT BE EXTRAORDINARY <ul><li>How to increase fans engagement </li></ul>
    24. 24. Content is King Creativity raise your fan engagement level & loyalty ToyWatch x < 真的假不了 假的真不了 > Langham Place x <April’s Fool Day> Vitasoy x Expiry Date
    25. 25. Bring all online conversation to Official Page Conversation is under official control and process including complaints, appreciation, questions, sharing etc… Customer enquiries Complaints Appreciation PAGE
    26. 26. Creative Feeding Showcase:
    27. 27. Conversational Feeding Showcase:
    28. 28. FACEBOOK INSIGHT <ul><li>Performance tracking and performance measurement </li></ul>
    29. 29. Tool tracking Facebook user behavior <ul><li>Active users and new Likes </li></ul>
    30. 30. Data of Facebook insights <ul><li>Fans demographic </li></ul>
    31. 31. Data of Facebook insights <ul><li>Page content feedback </li></ul>
    32. 32. Data of Facebook insights <ul><li>Page posts breakdown </li></ul>
    33. 33. GURU TRACKER <ul><li>Performance tracking and performance measurement </li></ul>
    34. 34. Sophisticated social media tracking tools for evaluation Advance tracking tool on Facebook fanpage Facebook Insight Guru Tracker (Exclusive technology) Reach-ability <ul><li>Able to capture data only from pages that has administrative right </li></ul><ul><li>Able to capture data from ANY competitors and other pages </li></ul>Data <ul><li>Collected and updated Weekly </li></ul><ul><li>Collected and updated timely and can viewed and calculated by specific period of time </li></ul>Fans <ul><li>No. of monthly/ weekly new likes </li></ul><ul><li>No. of lifetime Likes </li></ul><ul><li>No. of weekly/ monthly active users </li></ul><ul><li>Demographics </li></ul><ul><li>Page/ tabs views </li></ul><ul><li>Break down by day </li></ul><ul><li>Fans number (Total/ monthly/ weekly / daily/ hourly ) </li></ul><ul><li>Total growth in specific period </li></ul><ul><li>Average day growth </li></ul><ul><li>Top influencers </li></ul><ul><ul><li>Identify top most active fans </li></ul></ul><ul><ul><li>Show all of their activities on page </li></ul></ul><ul><ul><li>- Show their Facebook behaviors/ preference </li></ul></ul>Interactions/ Engagement <ul><li>Total post views </li></ul><ul><li>Total post feedback </li></ul><ul><li>Impressions and feedback% of feeds (weekly) </li></ul><ul><li>Overall page activities (in terms of mentions, discussion posts, reviews, wall posts, videos) </li></ul><ul><li>Total feeds </li></ul><ul><li>Total likes </li></ul><ul><li>Total comments </li></ul><ul><li>Average engagement rate of page (comments + likes/ total fans no.) </li></ul><ul><li>Monthly/ Weekly/ Per feed engagement rate </li></ul><ul><li>Total activities (posts, comments, like, new likes) supplement with feeds </li></ul><ul><li>Activity rate in different feed type </li></ul><ul><li>Relationship between feed type and user activities </li></ul>Comparison <ul><li>No direct comparison tools </li></ul><ul><li>Able to have direct comparison with competitor </li></ul>
    35. 35. Guru Tracker - Unstoppable reach GuruTracker is able to track ANY page that added in our database
    36. 36. Guru Tracker - Data precision Data can be viewed by specific period of time Data is captured and updated timely. Stats are shown by monthly/ weekly or even by day and by hour. These data precision help our analysis to become more accurate and precise.
    37. 37. Guru Tracker - Understand your fans Identify your most active users for you to reward their contributions and get to understand their preference and behaviors on Facebook.
    38. 38. Guru Tracker - Understand your analytical needs GuruTracker provides activity rate supplement with feeds as we know activity alone is not enough to analyze page performance and find out users reaction towards different content.
    39. 39. Guru Tracker - Direct comparison Competition on online is keen and GuruTracker is equipped to cope with direct competitions.
    40. 40. Engagement Rate
    41. 41. Page Comparison
    42. 42. Objective: Building brand awareness Fanpage tab app Website EDM Banner ad
    43. 43. Objective: Building brand awareness <ul><li>Vhi Healthcare teamed up with Action </li></ul><ul><li>Breast Cancer - Send a Ribbon </li></ul><ul><li>Make as many women as possible breast cancer aware by sending a ribbon to friends and family to educate the Irish online community about awareness and breast checking </li></ul><ul><li>Giving €1 for every ribbon user send. in association with action breast cancer. </li></ul><ul><li>Outcome </li></ul><ul><li>370,000 ribbons had been sent, a nearly 3800% increase over 2009! </li></ul><ul><li>The number of Facebook fans jumped from 19,000 at the beginning of the month to over 41,000 fans by the end of October </li></ul>
    44. 44. Objective: Driving participation on charity campaign <ul><li>Cupcakes’ day Fundraising for </li></ul><ul><li>Central Arizona Shelter Service(CASS) </li></ul><ul><li>People are invited to mingle with bakers from all around the Valley and sample their amazing cupcakes. There will be activities for the kids, a cupcake eating contest </li></ul><ul><li>Outcome: </li></ul><ul><li>To extend the excitement of the offline campaign through Fanpage photo upload and voting </li></ul><ul><li>Convert offline participants as initiator on online, to spread the viral </li></ul>
    45. 45. Objective: Driving participation on charity campaign <ul><li>Offline event </li></ul>kids corner – make their own cupcake and be a cupcake artist Designed cupcakes were posted on Facebook and voted by people
    46. 46. <ul><li>Online Event </li></ul><ul><li>Designed cupcakes were posted online as a cupcake crazier contest and people can vote for their favorite cupcake </li></ul>Objective: Driving participation on charity campaign
    47. 47. Objective: Asking supporters to take action <ul><li>Canadian children's charity Free The </li></ul><ul><li>Children - We Day </li></ul><ul><li>To launch Facebook fanpage from scratch </li></ul><ul><li>Each &quot;Like&quot; of the We Day page was matched by $1 dollar from a donor, and they asked us to help them spread the word </li></ul><ul><li>Outcome </li></ul><ul><li>Going from 0 to 500,000 Likes in four months. 12.5% of Canadians 13-25 years old have become fans and the campaign raised over $500,000 for the Free the Children charity. </li></ul>
    48. 48. Objective: Asking supporters to take action <ul><li>A “Like” contributes to donate $ 1 </li></ul><ul><li>The more the new fans, the more the donation amount </li></ul><ul><li>Outcome </li></ul><ul><li>Transform traditional donation campaign to a fun and interesting way, user could get excitement throughout the process of donation </li></ul><ul><li>Driving fans growth by game application </li></ul>
    49. 49. Cancer Fund X Body Shop <ul><li>Tab which donate $5 to Friends of the Earth for every play. </li></ul>
    50. 50. Case Sharing-MSF Orienteering Competition 2012 Show up the good performance team profile
    51. 51. Real-time tracking donation target & result individual member
    52. 52. Donate Your Status to spread awareness
    53. 53. Charity water - Donate your birthday for clean water <ul><li>The story of charity: water - The 2009 September Campaign Trailer </li></ul>
    54. 54. <ul><li>Something have to know on Weibo </li></ul>
    55. 55. Why Weibo? <ul><li>Microblogging is growing continuously fast from 14.7% to 36.9% within half year time </li></ul>
    56. 56. Why Weibo? <ul><li>Over 60% Users think Microblogging messages are trustworthy </li></ul>联合发布
    57. 57. What is the relation of Weibo and NGO <ul><li>Setting Weibo for brand building and as another platform to broaden brand awareness </li></ul><ul><li>Using social media to create a community and gather fans in China market </li></ul><ul><li>Converting fans attention to official website to drill in detail information </li></ul>
    58. 58. Open the gate for reaching China audience <ul><li>Encourage China audience to register for e-newsletter </li></ul>
    59. 59. The importance of real time sharing <ul><li>E.g. Post a weibo feed right after the charity TV program </li></ul><ul><li>**Weibo is targeting Canton Region and HK, sometimes they would use Weibo plantform </li></ul><ul><li>for event or contest as instant broadcasting platform. However, NGO cannot do fund </li></ul><ul><li>raising in China </li></ul>
    60. 60. Your potential partners <ul><li>Guru works with… </li></ul><ul><li>Langham Place (Weibo) </li></ul><ul><li>ARTE (weibo) </li></ul><ul><li>Ocean Park (weibo) </li></ul><ul><li>Max Factor Weibo </li></ul><ul><li>Max Factor RenRen (Status) </li></ul><ul><li>Max Factor Ren Ren (Blog) </li></ul><ul><li>Max Factor KOL </li></ul><ul><li>Sulwhasoo </li></ul><ul><li>Detour </li></ul><ul><li>LR Marine </li></ul><ul><li>Mission Hills </li></ul><ul><li>LS NY </li></ul><ul><li>HKTDC (KOL) </li></ul><ul><li>VM </li></ul>SHOWCASE
    61. 61. Wei Activities – Charity Section
    62. 62. GuruOnline WOM Project Presentation: NGO 24 th Feb, 2012
    63. 63. How Forum works? <ul><li>Cases study </li></ul>
    64. 65. 1. iPhone 4S Purchasing <ul><li>From Oct, when iPhone 4S has been launched on Apple Online Store, HK people are crazy to order it and to resell. </li></ul><ul><li>The selling time has no rules, 12mn? 1am? Or 8:30am? </li></ul><ul><li>When we click into the online store, there are sometimes in stock but always out of stock. </li></ul><ul><li>Did you think… </li></ul><ul><li>where you know the selling time and the instant news ? </li></ul>
    65. 66. Instant effect <ul><li>Strong source: Forums </li></ul><ul><li>Once there was any news, forums users create topics and share their comments immediately. </li></ul><ul><li>Eg, </li></ul><ul><ul><li>In stock? Out of stock?  discussion </li></ul></ul>Today Online store has iPhone4S in stock again. It has gained viewership and feedback quickly. By the time of replies, we can see the instant reaction among forums. 24/2/2012 3pm 24/2/2012 2pm
    66. 67. 2. Japan 311 Earthquake <ul><li>Unfortunately, there were many unwanted things happened over the world. Last year, there was Japan 311 Earthquake. </li></ul><ul><li>On that day, there were suddenly some topics posted on the forums that announced the news of earthquake. People noticed what happened and searched more updated news on Internet. </li></ul><ul><li>If there was any new update, forum users forwarded the threads and pay attention on it. </li></ul>
    67. 68. Figure <ul><li>By an analytical tool, </li></ul><ul><li>Over 30,000 posts have been created related to Japan 311 earthquake among forums within 2 days. </li></ul><ul><li>Also, </li></ul><ul><li>Some Forums created special portals for the earthquake </li></ul><ul><li>Forum users discussed in these sections deeply </li></ul>
    68. 69. Group effect <ul><li>When there is an unexpected and unfortunate thing happened, such as earthquake, flood and drought, etc., the public will search the news and discuss on Forums. </li></ul><ul><li>Then, Forum is a place to gather a group of people who are interested in specific news and events. </li></ul><ul><li>Eg, forum users encouraged other to donate money </li></ul>
    69. 70. 3. Advertisement of Anti-locust <ul><li>The conflict between HK and mainland people </li></ul><ul><li>Some mothers from Baby Kingdom suggested to post an advertisement on Newspaper, and asked other mothers to support the activity by money. </li></ul><ul><li>Then, some users from HK Golden supported the activity and posted the advertisement successfully. </li></ul>Listed the objective and the method to donate clearly. Only few days, they got over HK$110,000 to post the advertisement.
    70. 71. Action effect <ul><li>If there is a clear objective, forum users are willing to help. </li></ul><ul><li>This call for action thread includes, </li></ul><ul><ul><li>Objective </li></ul></ul><ul><ul><li>Discussion and Comments </li></ul></ul><ul><ul><ul><li>Forum users are easily affected by others </li></ul></ul></ul><ul><ul><ul><li>If an atmosphere has been created, they have less resistance to donate or join the activity. </li></ul></ul></ul><ul><ul><li>Clear method to transfer money </li></ul></ul>
    71. 74. WHAT is WOM <ul><li>Background </li></ul>Interaction with other social media We aim to provide professional WOM services in different strategic ways. <ul><li>Change the Attitude towards brand to be positive </li></ul><ul><li>Gather a group of fans </li></ul><ul><li>Build the brand image </li></ul>Brand Advocates <ul><li>Launch a new product </li></ul><ul><li>Recall the brand </li></ul><ul><li>Create an atmosphere talking the brand / Buzz </li></ul><ul><li>Provide information </li></ul>Brand Awareness <ul><li>Increase Fans number of Fans page </li></ul><ul><li>Draw traffic to the campaign </li></ul><ul><li>Monitor the comments on Facebook </li></ul><ul><li>Enrich the exposures of videos </li></ul><ul><li>Monitor the comments on Youtube </li></ul>
    72. 75. Any possibilities? <ul><li>About WOM </li></ul>
    73. 76. Directions <ul><li>General brand awareness </li></ul><ul><li>Campaign launch </li></ul><ul><li>Sudden Need </li></ul><ul><li>Education </li></ul><ul><li>Bad mouth neutralization </li></ul>
    74. 77. General brand awareness <ul><li>There are many NGOs in HK. </li></ul><ul><li>Anyone can tell what they do exactly? </li></ul><ul><li>Forum is a channel to explain the function of each NGOs. </li></ul><ul><li>How </li></ul><ul><li>Create posts in Yahoo Knowledge </li></ul><ul><ul><li>Deliver detailed information of the NGO </li></ul></ul><ul><ul><li>Improve the SEO ranking </li></ul></ul><ul><li>Share experience of donation among forums </li></ul><ul><ul><li>Create an atmosphere of caring </li></ul></ul><ul><ul><li>Bring out a message for helping others </li></ul></ul>
    75. 78. <ul><li>Put Offline to Online platform </li></ul><ul><ul><li>There are print ads, billboards and outdoor ads sometimes. </li></ul></ul><ul><ul><li>Take photos and share on forums </li></ul></ul><ul><ul><li>Extend one day to Forever </li></ul></ul><ul><ul><li>Maximize the effect of the whole promotion </li></ul></ul><ul><ul><li>Eg, Booth to raise </li></ul></ul><ul><ul><li>- We take photos there and share on forums as to encourage other users to support the activity </li></ul></ul>PR event, Expo, Print Ad, Celebrity, Roadshow…
    76. 79. Example <ul><li>News from Apple Daily 24thFeb, 2012 </li></ul><ul><li>It can be used as an entry point </li></ul><ul><ul><li>Which three charities are? </li></ul></ul><ul><ul><li>What they do? </li></ul></ul>
    77. 80. Campaign Launch <ul><li>Each campaign has different objective </li></ul><ul><li>Like “turn lights off 1 hour”, it is to arouse the awareness and ask people to join the activity. </li></ul><ul><li>How </li></ul><ul><li>Post campaign details and discuss the content among Forums </li></ul><ul><li>For Activities held by artists </li></ul><ul><li>Share photos on entertainment sections </li></ul><ul><li>Their fans will follow their artists. </li></ul>
    78. 81. Sudden Need <ul><li>There are lots of accidents in the world. </li></ul><ul><li>Some countries, group of people may have sudden needs sometimes. </li></ul><ul><li>Eg, earthquake </li></ul><ul><li>How </li></ul><ul><li>Share updated news to forums and create buzz </li></ul><ul><ul><li>Arouse the awareness of the disaster </li></ul></ul><ul><ul><li>Leave means of donation </li></ul></ul><ul><ul><li>Encourage forum users to help other people </li></ul></ul>
    79. 82. Education <ul><li>Some NGOs would like to educate the public some knowledge and news </li></ul><ul><li>Eg, Aids Concern </li></ul><ul><ul><ul><li>emphasis the need of Condom with stories </li></ul></ul></ul><ul><ul><ul><li> encourage the target to have test regularly </li></ul></ul></ul><ul><li>How </li></ul><ul><li>Make use of Yahoo knowledge </li></ul><ul><li>Create interesting stories to draw the engagement of other users </li></ul>
    80. 83. Bad mouth neutralization <ul><li>After donated money, the public may worry about </li></ul><ul><ul><li>How the organization use the money </li></ul></ul><ul><li>How </li></ul><ul><li>Monitoring the forums </li></ul><ul><li> Search bad mouths </li></ul><ul><li> Depends on the content, to explain the misunderstanding </li></ul>
    81. 84. How many videos you watched today? <ul><li>About Video </li></ul>
    82. 85. YouTube <ul><li>Many NGOS have already had their own YouTube channels </li></ul><ul><li>And videos are uploaded for </li></ul><ul><ul><li>Encouraging donation </li></ul></ul><ul><ul><li>Education </li></ul></ul><ul><ul><li>By celebrities, news, and drama </li></ul></ul><ul><li>For a video, </li></ul><ul><ul><li>Viewership / No of Likes / Comments </li></ul></ul><ul><ul><ul><li>Affect the interest to watch the videos </li></ul></ul></ul><ul><li>How to enrich the exposures? </li></ul>VS
    83. 86. Video Seeding <ul><li>Post the videos on the Forums by different angles </li></ul><ul><li> Extend the media channels from YouTube to Forums </li></ul><ul><li> Draw extra exposure </li></ul><ul><li> Encourage discussion </li></ul><ul><li>Through the discussion in the threads, </li></ul><ul><ul><li>Deliver the concepts and explain ideas of charity </li></ul></ul><ul><ul><li>Call for action </li></ul></ul>
    84. 87. Viral Video Production <ul><li>What we like to watch? </li></ul>Celebrities? Talk show? Informative? Funny? Inspiring? Humor? …
    85. 88. Media Coverage <ul><li>where </li></ul>
    86. 89. Media Coverage of WOM
    87. 90. About Guru Online Optimization of advertisement performance via algorithms and technology with built-in artificial intelligence (A.I.) in learning from millions of campaigns database system. Strategic integrated marketing campaign formation for advertisers and advertising agencies in delivering the best campaign performance tailor made for each brand. Social media campaign development in most engaging ways with the most up-to-date consumer trends and continuous research and develop competitive edge within the dynamic market. Guru Online is a leading online media company providing integrated online marketing solutions to advertisers and 4A agencies, ranging from search marketing, forum advertising, seeding to EDM and Facebook initiatives. Online forum word-of-mouth is an effective channel of soft-selling your brands & products with real-stories. What’s more, viral video production offers brand opportunity to wide spread across online community.
    88. 91. Over 400 premium brands advertised in Guru
    89. 92. Guru Online serves you the best !
    90. 93. Thank you Always strives for excellence for customers. Anson Tung Guru Online Tel: 2543 3735 Fax: 2388 3077 Email: AnsonTung