DONATE YOUR VOICE:         Lessons from two years of automated,         integrated social media campaigns         eswanson...
THE MISSION: Universal access to safe water and the dignity of a toilet in our lifetimeTuesday, April 17, 12
Finding us online                             facebook.com/water                                twitter.com/water         ...
ONLINE STRATEGY         ATTENTION         VOICE         TIMETuesday, April 17, 12
ONLINE STRATEGY         ATTENTION         VOICE         TIME                        ADVOCACY OVER                         ...
DESIRED STATE:Tuesday, April 17, 12
WARNING…         A tulip epidemicTuesday, April 17, 12
Tactics to deploy a message                            Unshared                  Easy to              Hard to             ...
Tactics to deploy a message                            Unshared                  Easy to              Hard to             ...
Tactics to deploy a message                                  Unshared                            Mailbox      Inbox       ...
Tactics to deploy a message                                  Unshared                            Mailbox         Inbox    ...
Tactics to deploy a message                                  Unshared                            Mailbox         Inbox    ...
Getting into the feed                             Unreliable                 Difficult                  Easy                ...
Getting into the feed                             Unreliable                 Difficult                  Easy                ...
Getting into the feed                                 Unreliable                           Manually                       ...
Getting into the feed                                 Unreliable                           Manually            Like       ...
Getting into the feed                                 Unreliable                           Manually            Like       ...
DANDELIONS…                        Going viral – they’re everywhere!Tuesday, April 17, 12
Donate Your Voice - How it works                                        Erin SwansonTuesday, April 17, 12
Donate Your Voice - How it works 1.                                        Erin SwansonTuesday, April 17, 12
Donate Your Voice - How it works                        I learn, I care 1.  2.                                         Eri...
Donate Your Voice - How it works                        I learn, I care 1.                        I donate my voice  2.   ...
Attention, Voice, or Time        my.Water.org         power.Water.org       give.Water.org        Follow a community     D...
Campaigns       waterday.org       twakeover.Water.org    toiletday.org             Water Day        Twitter Campaign   Ta...
People want to be provoked    What works    More people have a mobile phone than a toilet    e water in your toilet is cl...
SOME METRICS         All sites combined:         WaterDay.org, 11 / 12         ToiletDay.org         Power.water.org      ...
e Results thus far     35                 thousand     Users have donated their account     and 11% of visitors join the ...
e Results thus far     65                  %     Users deliver at least one unique new visitor to the site     often with...
e Results thus far     60                 million     Estimated number of impressions generated     Tuesday, April 17, 12
WARNING…         A tulip epidemicTuesday, April 17, 12
DANDELIONS…                        Spreading the message everywhere!Tuesday, April 17, 12
THANK YOU!                               Questions?          eswanson@water.orgTuesday, April 17, 12
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Donate your voice: Lessons from two years of automated, integrated social campaigns, with Erin Swanson of Water.org

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Using social media in ways few non or for-profit Erin Swansoncompanies have yet, Water.org is seeing unmatched conversion rates through automated marketing, driven by a simple ask.

Marketing Programs Manager Erin Swanson will discuss how Water.org has maximized absolutely no PR budget and its limited resources to engage more people with the cause, meet growing organizational goals, and increase online grassroots support over the past two years.

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Donate your voice: Lessons from two years of automated, integrated social campaigns, with Erin Swanson of Water.org

  1. 1. DONATE YOUR VOICE: Lessons from two years of automated, integrated social media campaigns eswanson@water.orgTuesday, April 17, 12
  2. 2. THE MISSION: Universal access to safe water and the dignity of a toilet in our lifetimeTuesday, April 17, 12
  3. 3. Finding us online facebook.com/water twitter.com/water youtube.com/water pinterest.com/waterdotorg Instagram/waterdotorg @water | @explodingsoulTuesday, April 17, 12
  4. 4. ONLINE STRATEGY ATTENTION VOICE TIMETuesday, April 17, 12
  5. 5. ONLINE STRATEGY ATTENTION VOICE TIME ADVOCACY OVER FUNDRAISINGTuesday, April 17, 12
  6. 6. DESIRED STATE:Tuesday, April 17, 12
  7. 7. WARNING… A tulip epidemicTuesday, April 17, 12
  8. 8. Tactics to deploy a message Unshared Easy to Hard to Miss Miss SharableTuesday, April 17, 12
  9. 9. Tactics to deploy a message Unshared Easy to Hard to Miss Miss SharableTuesday, April 17, 12
  10. 10. Tactics to deploy a message Unshared Mailbox Inbox Easy to Hard to Miss Miss SharableTuesday, April 17, 12
  11. 11. Tactics to deploy a message Unshared Mailbox Inbox Easy to Hard to Miss Miss In Person SharableTuesday, April 17, 12
  12. 12. Tactics to deploy a message Unshared Mailbox Inbox Easy to Hard to Miss Miss In Feed Person SharableTuesday, April 17, 12
  13. 13. Getting into the feed Unreliable Difficult Easy ReliableTuesday, April 17, 12
  14. 14. Getting into the feed Unreliable Difficult Easy ReliableTuesday, April 17, 12
  15. 15. Getting into the feed Unreliable Manually Post Difficult Easy Copy Paste ReliableTuesday, April 17, 12
  16. 16. Getting into the feed Unreliable Manually Like Post Difficult Easy Copy Paste ReliableTuesday, April 17, 12
  17. 17. Getting into the feed Unreliable Manually Like Post Difficult Easy Copy Automate Paste ReliableTuesday, April 17, 12
  18. 18. DANDELIONS… Going viral – they’re everywhere!Tuesday, April 17, 12
  19. 19. Donate Your Voice - How it works Erin SwansonTuesday, April 17, 12
  20. 20. Donate Your Voice - How it works 1. Erin SwansonTuesday, April 17, 12
  21. 21. Donate Your Voice - How it works I learn, I care 1. 2. Erin Swanson Women, we can hear 3. your roar [bitly]Tuesday, April 17, 12
  22. 22. Donate Your Voice - How it works I learn, I care 1. I donate my voice 2. Erin Swanson Women, we can hear 3. your roar [bitly] 4.Tuesday, April 17, 12
  23. 23. Attention, Voice, or Time my.Water.org power.Water.org give.Water.org Follow a community Donate your voice Fundraise for waterTuesday, April 17, 12
  24. 24. Campaigns waterday.org twakeover.Water.org toiletday.org Water Day Twitter Campaign Talk Sh*t All Week 2011, 2012 2011 2011Tuesday, April 17, 12
  25. 25. People want to be provoked What works More people have a mobile phone than a toilet e water in your toilet is cleaner than nearly a billion have to drink Women could build 28 Empire State Buildings today but instead they are collecting water e price to air a Super Bowl ad could get 140,000 people clean water for life What doesnt Check out our new partnership with Levi’s Look we were mentioned here, we got this donation Honored to be recognized by Mashable as Top 10 in Social Activism Let’s help Lakeview Middle School bring five people clean water for lifeTuesday, April 17, 12
  26. 26. SOME METRICS All sites combined: WaterDay.org, 11 / 12 ToiletDay.org Power.water.org Give.water.org My.water.org Twakeover .water.orgTuesday, April 17, 12
  27. 27. e Results thus far 35 thousand Users have donated their account and 11% of visitors join the site Tuesday, April 17, 12
  28. 28. e Results thus far 65 % Users deliver at least one unique new visitor to the site often within the first seven days they have an accountTuesday, April 17, 12
  29. 29. e Results thus far 60 million Estimated number of impressions generated Tuesday, April 17, 12
  30. 30. WARNING… A tulip epidemicTuesday, April 17, 12
  31. 31. DANDELIONS… Spreading the message everywhere!Tuesday, April 17, 12
  32. 32. THANK YOU! Questions? eswanson@water.orgTuesday, April 17, 12
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