Social Media for Social Good - Raleigh Social Media Day #SMDay


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Social Media for Social Good - Raleigh Social Media Day #SMDay

  1. 1. Social Media for Social Good <ul><li>Presented by </li></ul><ul><li>Dawn A Crawford </li></ul><ul><li>Social Media & Communications Consultant for BC/DC Ideas </li></ul><ul><li>@ SocMediaRckStr </li></ul>
  2. 2. Social Media is a Conversation
  3. 3. Social Media is a Relationship
  4. 4. Prime the Pump <ul><li>Give value </li></ul><ul><li>Be a person </li></ul><ul><li>Identify champions </li></ul><ul><li>Take it off social media </li></ul><ul><li>Surround Sound approach </li></ul>
  5. 5. Project Overview <ul><li>Purpose: </li></ul><ul><li>• Year-end fundraising campaign for the Autism Science Foundation </li></ul><ul><li>• Get small/medium donors who have some autism familiarity to donate </li></ul><ul><li>Distribution: Social media, website and email </li></ul><ul><li>Timeline: </li></ul><ul><li>• Material development: November 12 – November 30 </li></ul><ul><li>• Campaign: December 1 – December 31 </li></ul>
  6. 6. Set Realistic Goals <ul><li>Contribute to achieving the ASF's year-end fundraising goal </li></ul><ul><li>Of $15,000 </li></ul><ul><li>Contribute to an 15% increase in ASF's Twitter and Facebook followership for the month </li></ul><ul><li>Receive 2,000 views on the video </li></ul><ul><li>Place 5 posts on blogs </li></ul><ul><li>Place 1 media story </li></ul>
  7. 7. Campaign Elements <ul><li>Landscape Analysis </li></ul><ul><li>Campaign Logo Development </li></ul><ul><li>Video </li></ul><ul><li>Website/Blog </li></ul><ul><li>Email Flight </li></ul><ul><li>Social Media Engagement </li></ul><ul><li>Blogger Outreach </li></ul><ul><li>Media Outreach </li></ul><ul><li>Thank You Notes </li></ul>
  8. 8. Website – <ul><li>1,016 visits ( 758 absolute unique visits) </li></ul><ul><li>74.41% new visits </li></ul><ul><li>63 sources and mediums drove traffic to the site </li></ul><ul><li>Nearly 25% of all traffic came from Facebook - After that was Twitter ( 6% ) and the Discover Magazine Blog Bad Astronomy ( 5% ) </li></ul>
  9. 9. <ul><li>One of the best engagement tools of the campaign </li></ul><ul><li>Highlights included cookie photos and December 15 Status Update Contest </li></ul><ul><li>13% “Like” increase for the month </li></ul><ul><li>1,585% increase in Post Views in comparison to Nov 2010 </li></ul><ul><li>16% increase in Post Feedback in comparison to Nov 2010 </li></ul>
  10. 10. <ul><li>5% overall increase in Twitter followers </li></ul><ul><li>Frequency – 101 tweets </li></ul><ul><li>Reach – 4,540 followers </li></ul><ul><li>Impressions – 219,318 followers </li></ul><ul><li>175 clicks on links in tweets </li></ul><ul><li>Biggest lull around Christmas </li></ul>
  11. 11. Media & Bloggers <ul><li>2 media stories including USA Today “How to make your impact this holiday season” </li></ul><ul><li>15 Placed Blog Posts and got 2 “Ripples” </li></ul>
  12. 12. Call2Action Widget <ul><li>Donation widget that could be embedded in blogs or websites </li></ul><ul><li>• 32,593 Hits </li></ul><ul><li>• 15,756 Unique Views </li></ul>
  13. 13. Fundraising Stats <ul><li>$10,954 raised online between 11/30 - 12/31 </li></ul><ul><li>64 gifts overall </li></ul><ul><li>$171 average gift </li></ul>
  14. 14. <ul><li> – called the “Groupon” for nonprofits because it highlights one nonprofit a day to raise awareness and funds $1 at a time </li></ul><ul><li>$307 donations + some larger donations through ASF website </li></ul><ul><li>6 national blog posts </li></ul><ul><li>31 tweets with amazing reach </li></ul>
  15. 15. Health Kids Thank-A-Thon <ul><li>Used social media to solicit stories, photos and videos about why parents are thankful for their healthy kids </li></ul><ul><li>The stories were the only social media content shared over the Thanksgiving weekend </li></ul><ul><li>Resulted in great blogger coverage, retweets and Facebook spread </li></ul>Case Study:
  16. 16. Take Aways <ul><li>Creative campaign </li></ul><ul><li>Time-limited </li></ul><ul><li>Very simple call to action </li></ul><ul><li>Ask a lot and then ask some more </li></ul><ul><li>Leverage champions </li></ul><ul><li>Day 1 is incredibly important – best traffic day </li></ul><ul><li>Thank everyone...repeatedly </li></ul>
  17. 17. Passion is Infectious
  18. 18. Business Cards + Magic = Slides & Blogger Reading List <ul><li>Dawn Crawford </li></ul><ul><li>Principal Communicator </li></ul><ul><li> </li></ul><ul><li>[email_address] </li></ul><ul><li>720-231-1930 </li></ul><ul><li>@ SocMediaRckStr </li></ul>