The 2011 Content Marketing Strategies Conference (contentmarketing2011.com) had some amazing speakers and lively conversation. This is one great example. Continue the conversation at
The 2011 Content Marketing Strategies Conference (contentmarketing2011.com) had some amazing speakers and lively conversation. This is one great example. Continue the conversation at twitter.com/content2011
It’s EXPECTED that a company/organization/institution have some digital face – whether it’s on FB or Twitter I don’t know – but they need a strong electronic presence or you doubt their relevance in today’s marketplace.” Female 50-54 “ If they’re not on Facebook or Twitter, then they aren’t in touch with the “electronic” people.” Female 55-59
Either they are not interested in the demographic that frequents Facebook and Twitter or they are unaware of the opportunity to get more exposure in a more interactive method.” Male 35-39
“ Not having an active presence and responding to customers online shows they are not really with it or in tune with the new ways to communicate with customers.”
If markets are conversations (they are) and there’s no market for messages (there isn’t), what’s the company or organization to do? Own the conversations? Keep the conversations on message? Turn up the volume until it drowns out the market? Compete with the new conversations?
The Fresh Air Fund has provided free summer vacations to more than 1.7 million New York City children from low-income communities since 1877.
Nearly 10,000 New York City children enjoy free Fresh Air Fund programs annually. Close to 5,000 children visit volunteer host families in suburbs and small town communities across 13 states from Virginia to Maine and Canada while other children attend Fresh Air Fund sleep-away camps.
The Fresh Air Fund is continually seeking out host families, donations, and camp counselors for each summer program. They needed a cost-effective solution to build awareness and generate interest in becoming a host family or camp counselor and to cultivate donation support.
Action Over the course of six months, from November 2009 to May 2010, AHLLC contacted approximately 2000 bloggers each in 4 separate outreaches: Vision/Blindness – to coordinate with the Fresh Air Fund’s collaboration with the partner organization OneSight Runners – to coordinate with the Fresh Air Fund’s participation as a benefiting sponsoring organization in the New York City Half Marathon Pet Lovers – to capitalize on the connection Fresh Air Fund kids often make with host family pets, an experience most do not get to have in their regular inner-city lives Outdoors Sportsmen (Fishers, Campers, Orienteering, etc.) – to capitalize on the connection Fresh Air Fund kids make with being out in nature, often for the first time in their lives
1,293 earned media mentions directly related to the online outreach campaigns with an estimated minimum of 25 million impressions.
Over the same time period, the organization’s number of Twitter and Facebook followers continued to rise to 10,600 (Twitter) and 4, 615 (Facebook), impressive numbers for a small, non-national, non-profit organization.
For the first time since it began participating, the Fresh Air Fund was able to fill all 100 of its designated slots in the New York City Half-Marathon, earning the organization $100,000 in donations for that one event alone.