Using Social Media To Boost Events - Chase 2010 & IoF West Midlands conference
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Using Social Media To Boost Events - Chase 2010 & IoF West Midlands conference

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This was originally presented at the CHASE 2010 conference, before being updated for the IoF West Midlands Next Generation Fundraising conference in April 2010. It shows how charities can use......

This was originally presented at the CHASE 2010 conference, before being updated for the IoF West Midlands Next Generation Fundraising conference in April 2010. It shows how charities can use social media to attract more people to their events and help them raise more money.

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  • 1. IoF West Midlands : Next generation fundraising How Social Media can boost your events Jonathan Waddingham Digital Strategist JustGiving
  • 2. Good morning! • Digital Strategist at JustGiving • Work with charities to make best use of the web • Research online giving trends to provide insight • Manage JustGiving‟s social media strategy www.slideshare.net/jwaddingham
  • 3. What *is* social media? And what‟s the point of it? It‟s a way for people to share and discuss information online The point of it is people – anyone now has the power to create content online From a charity perspective, it‟s a great way to engage supporters and tell your story You can get your supporters to tell your story
  • 4. Social media is all of this http://www.flickr.com/photos/marijnversteeg/3181758137/
  • 5. Strategy is important http://www.flickr.com/photos/intersectionconsulting/4044928121/
  • 6. What‟s the approach? listen target reach out share measure
  • 7. What‟s the approach? listen target reach out share measure
  • 8. How to listen Google alerts Your Toolkit Backtype alerts Tweetscan Technorati search Delicious search Flickr search
  • 9. Monitoring sites: http://addictomatic.com
  • 10. Monitoring sites: http://socialmention.com
  • 11. Monitoring sites: http://www.samepoint.com
  • 12. What‟s the approach? listen target reach out share measure
  • 13. Target - where is your audience? What does your average supporter look like? What brings the most traffic to your website? Where are the conversations about you taking place?
  • 14. Learning more about your audience http://icanhaz.com/socialtech
  • 15. Do you need to segment your audience? http://www.forrester.com/Groundswell/profile_tool.html
  • 16. What‟s the approach? listen target reach out share measure
  • 17. Reach out – on Facebook http://www.facebook.com/pages/PDSA-Virgin-London-Marathon
  • 18. Reach out – on Facebook http://www.facebook.com/partnershipsinaction
  • 19. Reach out – on YouTube http://www.youtube.com/watch?v=u0imgzBNOqg
  • 20. Reach out – on Twitter http://twitter.com/scopeevents http://twitter.com/WhizzKidzEvents
  • 21. Reach out – on Twitter http://twitter.com/romancircus/status/9257780448 http://twitter.com/childsi/status/6661433240 http://twitter.com/M_R_F/status/6234406070
  • 22. Reach out – on Twitter http://twitter.com/MichelleDewbs/status/8188051813
  • 23. What‟s the approach? listen target reach out share measure
  • 24. Share your events on Facebook www.facebook.com/yorkshirecancerresearch
  • 25. Share photos of your events – on flickr www.flickr.com/photos/breastcancercare/sets
  • 26. Share photos of your events – on Facebook www.facebook.com/kidneyresearchuk
  • 27. Share videos of your events – on YouTube http://www.youtube.com/user/cancerresearchuk
  • 28. Share videos you didn‟t even record on YouTube http://icanhaz.com/frplaylist
  • 29. What‟s the approach? listen target reach out share measure
  • 30. Measurement – on Facebook (insights)
  • 31. Measurement – on social media https://analytics.postrank.com/ http://viralheat.com/ http://bit.ly/
  • 32. Measurement – using PostRank https://analytics.postrank.com/
  • 33. Measurement – using ViralHeat http://viralheat.com/
  • 34. Measurement – on Twitter http://bit.ly/info/SMguide
  • 35. Measurement – on Twitter http://tweetreach.com
  • 36. Look out for the NFPTweetup http://www.flickr.com/hellobeautifulworld http://icanhaz.com/tools1 http://nfptweetup.org.uk http://icanhaz.com/tools2
  • 37. Measurement Depends on the goals you set What are you trying to achieve? What would success look like? Is it to get more people to your events so you raise more money?
  • 38. St Ann‟s Hospice – case study www.sah.org.uk
  • 39. The big event – Manchester Midnight Walk Promoted the launch of the walk by holding a flashmob A flashmob is a large group of people who assemble suddenly in a public place, perform an unusual action for a brief time, then quickly disperse (wikipedia) St Ann‟s did supplementary work with generic Hospice pages on Facebook and Twitter to advertise the FlashMob and drive traffic to the main hospice pages/groups
  • 40. Manchester Midnight Walk promotion Goal: increase awareness of the event and encourage people to register listen target reach out share measure
  • 41. How did they record the event? listen target reach out share measure http://www.flickr.com/photos/st-anns-hospice-uk
  • 42. How did other people record the event? “So how did you hear about this?” “Facebook – she passed it on to us” http://www.youtube.com/watch?v=qZ4NEK2ap-4
  • 43. Used other people‟s content on their own channel listen target reach out share measure http://www.youtube.com/user/stannshospiceuk
  • 44. Using a Facebook fan page for the event 38% http://icanhaz.com/stanns
  • 45. Generating PR £178k PR value (approx) listen target reach out share measure
  • 46. Early results Only 6 weeks into opening registration for the event for the „early birds‟ in April, St Ann‟s already had 1,340 registrants (from a total target of 3,000) for an event that didn‟t take place until June. 238% listen target reach out share measure Goal: increase awareness of the event and encourage people to register
  • 47. After the flashmob… keeping momentum going Set up the Midnight Walk twitter pages a couple of weeks after the event Cross promoted everything between St Ann‟s site and Midnight Walk sites All footage and Press coverage was put on Facebook, Twitter, YouTube and Flickr
  • 48. Social Media use after the launch Realised the value of investing time & effort building fans and followers Painstakingly followed lots of Manchester people on Twitter Promoted it on their website, in their newsletters and enewsletters, and put permanent links on the front page of their website and every other page too They are also building into their Content Management System the ability to flag up which pages they want to tweet to help manage the process.
  • 49. Promoting Social Media www.sah.org.uk (their most visited page)
  • 50. Promoting Social Media
  • 51. Promoting Social Media
  • 52. New - supporting their supporters http://icanhaz.com/fundraisingguides
  • 53. (JustGiving guide to social media fundraising) http://bit.ly/SMguide
  • 54. Lessons learned Had a Facebook group, but changed to fan page – lost a few people Be careful how you set up your Facebook fan page! Generating content is often hard, but there are always great stories around Finding the right people on Twitter to follow – looked at the Forever Manchester site to find local people Now using Twitter lists to find Manchester people Look out for opportunities – St Ann‟s have started work with Salford University students on their Social Media Masters Course
  • 55. Overall results of the Midnight Walk Total net raised so far is £231,890 (last year £175,000). 17.5% higher than budgeted and 32.5% higher than last year 1,485 more walkers signed up than last year, a total of 3,285 83% Budgeted for 2,750 so achieved a 20.5% increase on target
  • 56. What‟s next for St Ann‟s Challenge is tracking FB & Twitter accurately More YouTube – getting help on design and structure of NFP YouTube page Growing the Facebook fan page Having more conversations about their services through social media Added links to social media on every page of website
  • 57. Catherine‟s advice If I could give one tip it would be: do one thing now – you don‟t need a strategy in place, just try it out! For example, set up a Facebook group/event or a Twitter site and actively promote it on your emails – see what happens as a result! Catherine Williams, Director of Fundraising and Communications
  • 58. Remember the approach... listen target reach out share measure
  • 59. Carry on the conversation… Jonathan Waddingham jonathan@justgiving.com @jon_bedford http://blog.justgiving.com slideshare.net/jwaddingham http://bit.ly/JWblog http://uk.linkedin.com/in/jonathanwaddingham