Igiving&atl

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Igiving&atl

  1. 1. Combining CSR and Marketing to empower Fans through Social Campaigns
  2. 2. Achievements so farLaunched in Singapore in December 2012 June 2012 in AustrailiaSet up online B2C auction based fundraising platformPartnered with global charity organisations across Singapore, India Reached out to 2000+ people across Facebook, communities
  3. 3. iGiving offers tools for corporates to empower their Facebook fans Agencies can enable corporates to improve Facebook edge ranking through social-good campaigns Fans can be empowered to choose and share Fans can be empowered to choose and share which charity they would like corporate to which charity they would like corporate to donate to donate to Agencies can ensure corporates better use CSR and Marketing budgets in social media marketing Corporates increase ROI on Facebook marketing Corporates increase ROI on Facebook marketing by being able to reach with their commercials to by being able to reach with their commercials to fans’ walls fans’ walls
  4. 4. Coca Cola invested heavily in Facebook community building, is it paid back? To Reach 57m Fans --6% of To Reach 57m Fans 6% of Facebook audience Facebook audience Typical Post Exposure 87 Likes 0,00015% (applause rate) 1 Share 0,0000017% (amplification rate) 3 0,000005% Comment (conversion rate) Doesnt look like Coke Doesnt look like Coke has return on investment has return on investment
  5. 5. WWF enjoys power of social network without investing Community of 1M Fans built Community of 1M Fans built organically organically Typical Post Exposure 1078 Likes 0,1% (1000x higher) 143 Shares 0,015% (10000x more) 91 0,0091% (2000x Comment more) WWF is 1000 times more efficient WWF is 1000 times more efficient in Facebook than Coca Cola in Facebook than Coca Cola
  6. 6. Edge-ranking is the key metric for long- term success on Facebook Edge Rank – defines how corporate can reach out to fans’ walls = Facebook uses it to decide on priority of posting messages on the wall. Function (Conversion, Applause, Amplification rate)
  7. 7. iGiving increase EdgeRank through socially driven content WWF wants to raise funds to fight Panda extinction  Corporate wants to support WWF WWF wants to raise social awareness for the cause  BUT direct donation hardly helps increase awareness either for corporate or for charity Social Causes create Marketing budget to more attention. Get increase Edge Rank – corporate donations in a Donate 1$ on behalf of a smart way. Corporate corporate fan FB Page People share their Empower corporate fans experience and support to make decision how charities corporate should donate People like to share socially driven content that charities  Corporate invests heavily in development of Facebook fan propagate on Facebook base to have millions of Likes Corporate can leverage fans’ motivation to increase their  Fans do not interact (Comment or Share) corporate Facebook Edge Rank content easily  Investments in Facebook rarely paid back Disclaimer: All logos are used only as examples
  8. 8. “You Share - We Donate” is one-click FB app for social good campaigns CLICK HERE CLICK HERE for DEMO for DEMO
  9. 9. iGiving will change CSR through three key Facebook product line-ups YOU SHARE. WE DONATE  User shares thoughts on why donating to charity is important.  User win corporate products  Corporate donates to specific charity - user endorsed  Eg: User SHARES thoughts how Dell can help WWF YOU PERFORM. WE DONATE YOU PERFORM. WE DONATE Users do an act which attracts media attention to support corporate and cause - shares on Facebook Corporate donates to User’s favorite charity and user wins exciting prizes Eg : Flash mobs , Wall paintings, Street plays about corporate YOU CHAMPION. WE DONATE  User “volunteers” time in certain charities he/she likes.  Corporate donates for time given by user and impact made.  User wins corporate products and shares on FB how corporate made it happen
  10. 10. iGiving is the only corporate socially driven campaigns platform
  11. 11. iGiving provides a range of services and back end support Designing customized Facebook app Designing customized Facebook app Content creation –social good campaigns and Content creation –social good campaigns and related posts on FB and twitter. related posts on FB and twitter. Long term social good programs Long term social good programs Collating worldwide charity databases. Collating worldwide charity databases. Matching charity to corporates: Matching charity to corporates: regional , ,campaign related, cause related. regional campaign related, cause related. Delivery of donations to charities. Delivery of donations to charities. Edge Rank tracker. Edge Rank tracker. Update of fans from charity on how funds are Update of fans from charity on how funds are being utilized, further engagement on being utilized, further engagement on corporate Facebook page. corporate Facebook page.
  12. 12. THANK YOU CONTACTShruthi Komandur | shruthi@igiving.sg | +6598770134 Slava Solonitsyn | vs@ruvento.com | +6582994828
  13. 13. Appendix
  14. 14. Learning from chase community about empowering fans approach Worked through Facebook to Worked through Facebook to empower fans empower fans SMART CSR + Marketing 5 Million USD Donated total amount 200 Charities matched 2.5 Million cast No of FANS 3.6 Million votes ( 70% amplification rate ! ) 1 month Period of campaign Fans SHARE every post but chase bank Fans SHARE every post but chase bank and community giving are separate and community giving are separate CHASE BANK CHASE COMMUNITY GIVING
  15. 15. iGiving @ Facebook Typical Post Exposure 135 Likes 50% applause rate 23 Shares 9% amplification rate 5 Comment 2% conversion rate

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