IRD Social Media Summit: Social Media for Social Good

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presentation by Eric Rardin, Care2

presentation by Eric Rardin, Care2

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  • Text haiti campaign
  • raised over 20 million
  • Cross platforms - twitter
  • Facebook
  • YouTube
  • On the ground
  • Build and prepare for crisis moments so you’re not trying to respond in the middle of one. Build your list, your presence, and your brand. A good email list is the most reliable cost effective way to build your social media foundation. They will be your army of “likes”, Tweets, and Texts.

Transcript

  • 1. Social Media for Social Change
    Eric Rardin, Director of Nonprofit Services, Care2.
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  • 9. Timeline: Month 1
    Sept 21: Dan and his partner Terry post a video
    Sept 22: Celebs begin to make their own videos
    Oct 8: Initial website launched with the help of BSD; first official grassroots fundraiser in DC attracts 500 people
    Oct 18: Dan Savage holds conversation with 500 Rutgers students
    Oct 19: Secretary of State Hillary Clinton and Google videos
    Oct 20: 10 million YouTube video views; website 2.0 launched
    Oct 21: President Obama posts his video; 100,000 supporters
    9
  • 10.
  • 11. SAVAGE KE$HA CLINTON SILVERMAN COLFER GUNN LAMBERT GRIFFIN VILSACK GOOGLE CAMERON QUINTO OBAMA USC JACKSON ROBERTSSOLIS BACON PEREZ BIEBER GAP O’MALLEY FACEBOOK BERRY ADLER BROTHERS&SISTERS MERKLEY GALLUDET DNC FRONTRUNNERS BROWN WICKED BIDEN UPENN McCAINPRINCETON THOMAS TAKINGBACKSUNDAY FIREWORK FINLAND KERMIT ORMAN BURNS WILLIAM&MARY SEBELIUS HEWITT TRUMKA PIXAR CHO LINKINPARK HENRY MODERNFAMILYROBINSON ACLU CANADA WILKOS KROEHS URIE THOMAS PELOSI WONG GUARDAGNINO BROADWAY WHITESIDE CAZWELL HILTON
    Success: Key Videos
    11
  • 12. 12
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  • 14. Success: Online & Offline
    In fifty days:
    Enlisted over 200,000 supporters who have made over 7,500 videos that have been watched over 25 million times
    Raised over $100,000 from 3,000 grassroots donations
    Impacted legislation in NJ, TX and kicked out a bigoted Arkansas school board member
    Recruited the support of countless politicians, celebrities and companies, but most importantly our straight allies next door
    Half of sign ups to www.itgetsbetter.org identify as “straight”
    14
  • 15. Care2 and IRD
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  • 16. IRD Outreach 2010
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    Snapshot – 12/10/10 and three weeks to go…
  • 17. Overview of Impact in ~3 weeks!
    Overall brand impressions: ~30 Million
    Clicks to IRD.org programs: ~14,000
    Promo banners click-through rate: 0.1% (~2x industry standard)
    Petition signatures: 51,608 & counting
    Supporters signed up to IRD: 33,600 +
    Click to fight Cholera clicks: 52,000 +
    Lots more to come before 12/31…
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  • 18. 18
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  • 25. The Possibilities
    Social media offers huge opportunitiesfor promoting causes
    Amazing results are too often the result of terrible tragedy
    Prepare for the crisis moment by investing in infrastructure, list growth, branding, and building communities
    Find the people who will be your citizen marketers and give them opportunities to help you grow your base on social networks
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  • 26. Social Media Limits
    Social media is great for
    Branding
    Relationships
    Crisis response if you have the audience
    But you have to work harder for
    Fundraising outside of a crisis
    Bringing people to your site and capturing contacts/donor leads
    Deeper engagement beyond the “like”
    26