Confessions of a Social Media Campaigner

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Part of the panel that Carie Lewis, David Neff and I had at the 2009 Nonprofit Technology Conference.

Part of the panel that Carie Lewis, David Neff and I had at the 2009 Nonprofit Technology Conference.

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  • 1. Confessions of a Social Media Addict Danielle Brigida [email_address]
  • 2.
    • I’m not really a campaigner.
    • I don’t have a budget.
  • 3. I’m more of an internal consultant…
    • Programs come to me to get their messages heard.
    • I don’t normally have a say in how the programs are designed.
    • I help them find the best avenues for their goals.
  • 4. Example #1: Green Hour Helping parents and caretakers get their kids outdoors and connected to nature.
  • 5. Goals: Increase Reach and Double Traffic Numbers
    • Posted comments to blogs
    • Started using
    • Actively engaged Twitter community
    • Submitted content to
  • 6. Successes
    • Doubled traffic - from 8,000 to 16,000 pvs.
    • Doubled email newsletter list from 2,500 to more than 5,000 (with 35% open rate).
    • Established relationships with influential “mommy bloggers.”
  • 7. Why did this succeed?
    • Took advantage of how social media allows you to target your marketing and pursue niche audiences.
    • We were campaigning about something we already had a bit of street cred in (connecting kids to nature).
    • We had realistic goals.
  • 8. Example #2: Irreplaceable: Wildlife in a Warming World
  • 9. Goal: Increase Search Engine Ranking
    • Increased inbound links with social news sites ( , )
    • Used to drive more traffic to the site.
    • Blogged about the site on external blogs : The Daily Green and Green Upgrader.
    • Started a Twitter account to tweet about events, animal facts, etc.
  • 10. For low cost…
  • 11. Inbound links are great for search engine optimization
  • 12. Example #3: Danielle’s Good Neighborhood
  • 13. Why did this fail?
    • Lack of program support.
    • Program itself wasn’t entirely successful, even with traditional audiences.
  • 14. Failing can be the best lesson!
  • 15. Takeaways
    • Do as much as you can with what you have
    • Be ready to spend time
    • Learn from “failures”
  • 16. Questions? Danielle Brigida [email_address]