Social Media for Social Good - Raleigh Social Media Day #SMDay
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  • 1. Social Media for Social Good
    • Presented by
    • Dawn A Crawford
    • Social Media & Communications Consultant for BC/DC Ideas
    • @ SocMediaRckStr
    http://www.free-background-wallpapers.com/Exports%20from%20Aperture/Water/1280_1024/water_on_stone.jpg
  • 2. Social Media is a Conversation
  • 3. Social Media is a Relationship http://www.flickr.com/photos/eelssej_/394781835/sizes/z/in/photostream/
  • 4. Prime the Pump
    • Give value
    • Be a person
    • Identify champions
    • Take it off social media
    • Surround Sound approach
  • 5. Project Overview
    • Purpose:
    • • Year-end fundraising campaign for the Autism Science Foundation
    • • Get small/medium donors who have some autism familiarity to donate
    • Distribution: Social media, website and email
    • Timeline:
    • • Material development: November 12 – November 30
    • • Campaign: December 1 – December 31
    http://www.socialnomics.net/2010/05/05/social-media-revolution-2-refresh/
  • 6. Set Realistic Goals
    • Contribute to achieving the ASF's year-end fundraising goal
    • Of $15,000
    • Contribute to an 15% increase in ASF's Twitter and Facebook followership for the month
    • Receive 2,000 views on the video
    • Place 5 posts on blogs
    • Place 1 media story
  • 7. Campaign Elements
    • Landscape Analysis
    • Campaign Logo Development
    • Video
    • Website/Blog
    • Email Flight
    • Social Media Engagement
    • Blogger Outreach
    • Media Outreach
    • Thank You Notes
  • 8. Website – Recipe4Hope.org
    • 1,016 visits ( 758 absolute unique visits)
    • 74.41% new visits
    • 63 sources and mediums drove traffic to the site
    • Nearly 25% of all traffic came from Facebook - After that was Twitter ( 6% ) and the Discover Magazine Blog Bad Astronomy ( 5% )
  • 9.
    • One of the best engagement tools of the campaign
    • Highlights included cookie photos and December 15 Status Update Contest
    • 13% “Like” increase for the month
    • 1,585% increase in Post Views in comparison to Nov 2010
    • 16% increase in Post Feedback in comparison to Nov 2010
  • 10.
    • 5% overall increase in Twitter followers
    • Frequency – 101 tweets
    • Reach – 4,540 followers
    • Impressions – 219,318 followers
    • 175 clicks on links in tweets
    • Biggest lull around Christmas
  • 11. Media & Bloggers
    • 2 media stories including USA Today “How to make your impact this holiday season”
    • 15 Placed Blog Posts and got 2 “Ripples”
  • 12. Call2Action Widget
    • Donation widget that could be embedded in blogs or websites
    • • 32,593 Hits
    • • 15,756 Unique Views
  • 13. Fundraising Stats
    • $10,954 raised online between 11/30 - 12/31
    • 64 gifts overall
    • $171 average gift
  • 14.
    • Philanthroper.com – called the “Groupon” for nonprofits because it highlights one nonprofit a day to raise awareness and funds $1 at a time
    • $307 donations + some larger donations through ASF website
    • 6 national blog posts
    • 31 tweets with amazing reach
  • 15. Health Kids Thank-A-Thon
    • Used social media to solicit stories, photos and videos about why parents are thankful for their healthy kids
    • The stories were the only social media content shared over the Thanksgiving weekend
    • Resulted in great blogger coverage, retweets and Facebook spread
    Case Study: http://www.slideshare.net/KGryniewicz/social-media-case-report-healthy-kids-thankathon-2936301
  • 16. Take Aways
    • Creative campaign
    • Time-limited
    • Very simple call to action
    • Ask a lot and then ask some more
    • Leverage champions
    • Day 1 is incredibly important – best traffic day
    • Thank everyone...repeatedly
  • 17. Passion is Infectious http://www.flickr.com/photos/krystalt/5248185017/sizes/l/
  • 18. Business Cards + Magic = Slides & Blogger Reading List
    • Dawn Crawford
    • Principal Communicator
    • bcdcideas.com
    • [email_address]
    • 720-231-1930
    • @ SocMediaRckStr