Social Media Case Study of Milaap.org
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Social Media Case Study of Milaap.org

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  • So firstly want to thank Sankalp and Blogworks who have given Milaap this opportunity to be on stage and share our social media story with you folks. Before we start, I’d like to introduce myself. My name is Alister and I handle the online marketing at Milaap. To connect with us on twitter, that’s our twitter handle and if you need to connect to me personally that’s my email address. If you want to keep your friends updated on what’s going on, you can live tweet using the hashtag #Sankalp.
  • To begin with, I would like to introduce Milaap to you and give you a bit of a context to what we do,
  • Online platform that helps you to lend to India’s working poor for causes like water, sanitation, education and more.
  • So visit our website, choose a borrower , use your credit/debit card and lend a little as Rs.1000. Over a period of time, you get 100% of your money back – so you do good and get your money back.
  • Now that you folks know what Milaap is all about, I would like to tell you a little about our Social Media presence.
  • This is Milaap Facebook page. (Cover image.) As you see we currently have 18,000+ fans. This hasn’t been built overnight. It has eventually grown. Until one year we were 10,000 fans and today we are going towards 20,000 mark.
  • This is Milaap’s twitter page, it has 1,200+ followers. This too has taken time to grow.
  • One of the other things that we do, is produce a lot of videos from the field. This is our way of saying thanks to our lenders – AND showing the impact that they have helped us create. This is the analytics part of our Youtube page. As you see, so far – 17,000 people have seen our videos.
  • How did we get to 18,000 FB fans and 1300 Twitter followers in a couple of years? What strategy did we use?
  • So the objective of your content is to maintain a good relationship with your existing audience which will help you to attract and build your community. Content can help you increase your reach and bring awareness to more people. You content is your Brand image.
  • Put up posts that are inspirational. Like this one. This one’s got 33 likes and 55 shares. People like to read stuff that makes them happy, so this kind of stuff is good.
  • When the Boston Marathon blasts happened, we shared this post yesterday. It’s not really relevant to Milaap, but it’s very much relevant to what is happening today. It’s useful information.
  • Memes are your current culture. How many of you remember the song Kolaveri Di? We used some of the lyrics to correlate it to some social issues. And in the other pic you can tell from which movie it’s taken. So we use the current trends on Facebook and use it to make our point! These posts we REALLY popular.
  • What works well for us is to show faces and the hands behind Milaap once in a while. So when we have an employees birthday – we take a snap of them and share it with our audience. This builds a sense of trust among your audience by showing real faces!
  • On Twitter, what works for us is interacting with the audience. So we speak to our followers and people we follow on general topics as well, rather than just posting about Milaap all the time.
  • What hasn't worked for us is that when we put up sad, depressing pictures, as you can see in this one - it doesn’t really have too many likes or shares. Again, people like happy stuff!
  • If you keep asking for money all the time, your audience will soon lose interest. Share useful information, have regular posts and ask only when required.
  • Next, let’s talk about Content. What kind of posts should I put up on social media? Let me show you some examples of what has worked for us and what hasn’t.
  • Listen to your community. Instead of always talking about your organization, it’s good to listen as well. Also share things your audience might find interesting. Ask questions so they have an opportunity to be heard. So summing this up, quick tips about having a strategy. Know your objective, develop a plan and engage with your audience.
  • Summing up before we go to the next point - Share useful information, two way communication, HAPPY, INSPIRING STUFF. Now let’s move to a case study of a campaign last year that we ran that was quite successful.
  • Around last Independence Day, we ran this campaign called Adopt an Entrepreneur.We had around 30 small business owners who needed about 35,000 each to expand their businesses, We decided to call out to our supporters and ask them to 'adopt' an entrepreneur - essentially raise funds from their network for these guys. In return, we said, Milaap would sponsor them a field trip to visit the entrepreneur for a day or more.So we threw a challenge to our audience, can we have 30 entrepreneurs adopted by 15 August?Now I'll briefly go into how we went about the campaign.
  • Firstly what was our objective for this campaign?
  • Get 30 entrepreneur fully funded. A very focussed call to action is important.
  • How did we go about it?
  • 1.Email Marketing - we wrote personal emails to about 30-40 of our biggest supporters telling them about the campaign.
  • Here is an example:
  • Then we sent out newsletters to our subscribers.
  • This is what the newsletter looked like.
  • Followed up with our community by writing to them again.
  • We said 18 entrepreneurs have already adopted, help us get to the finish line!We showed examples of three lenders who and their progress (point to the 100%, 50% etc) and we said in the last one – this could be you!
  • This was the first post where launched the campaign. As you can see we kept it simple and we received 142 likes and 24 shares!
  • Some of our posts on Facebook. We basically were updating and encouraging our audience to go for the challenge!
  • As you see different kinds of tweets. We also conducted a Tweet-a-thon on 15th August. A tweet-a-thon basically means we use a hashtag which in this case was #StartActing – what can we do to Stop talking, and Start acting. Some people replied saying I will stop paying bribes, some people said I’ll stop littering. All this is GOOD engagement.For that day, we were trending on Twitter (in the last pic). And we told people one of the things they could do was to help an entrepreneur expand their small business as well.
  • Ads – We did a few Facebook Ads. We had an advertising budget for the campaign to run FB Ads. All of this worked well, and the campaign was a great success.
  • Listen to your community. Instead of always talking about your organization, it’s good to listen as well. Also share things your audience might find interesting. Ask questions so they have an opportunity to be heard. So summing this up, quick tips about having a strategy. Know your objective, develop a plan and engage with your audience.
  • Quick lessons from this campaign 1) Word of mouth works the best 2) Good content is important 3) Appreciate your community for their participation in the campaign. Now let’s talk a bit about fundraising using Facebook.
  • So you’ve spent money, run ads and have maybe 10,000 FB fans. WHAt next? We were looking for ways to get people to make loans right on Facebook. There are apps that help you do that.So our intention for using this app was 1) get our Facebook audience become lenders 2) Improve the user experience for our existing lenders. Just having the app alone is not enough – we decided to build an interactive campaign around it.
  • Here are two case studies of the fundraiser app. The first one was the first attempt of using this app and the second picture was just the week followed after the first campaign. The first case study was successful and the next one wasn’t. What went wrong in the second one that it didn’t get funded. Now in Sukanthi’s case – gift was a $25 gift card (impact was double – use that to help some other borrower) and in Arun’s case – gift was a handmade box(impact less). The second one didn’t work out probably because it was very close to the previous campaign of Sukanthi’s. Also in Sukanthi’s campaign – we sent out newsletter, emailed folks . Similar to adopt an entrepreneur campaign. Quick tips- Don’t keep your two campaign dates close to one another. Give your audience something that can have double the impact. Send out newsletters/emails when your doing the campaign.
  • So that’s about a general overview of Social Media. I think we can now move to some questions if you have for us.

Social Media Case Study of Milaap.org Social Media Case Study of Milaap.org Presentation Transcript

  • ALISTERD’MONTEOnline MarketingMilaapTwitter: @milaapdotorgEmail: alister@milaap.orgHashtag: #Sankalp
  • Index1. Introducing Milaap2. Social media presence3. Content – What works, what doesn’t!4. What is Milaap’s Strategy Case study – Adopt an Entrepreneur5. Fundraising using Facebook!
  • Index1. Introducing Milaap2. Social media presence3. Content – What works, what doesn’t!4. What is Milaap’s Strategy Case study – Adopt an Entrepreneur5. Fundraising using Facebook!
  • Index1. Introducing Milaap2. Social media presence3. Content – What works, what doesn’t!4. What is Milaap’s Strategy Case study – Adopt an Entrepreneur5. Fundraising using Facebook!
  • Objective of mycontent1. Engage your existing community2. Get more fans!3. Build my “Brand”
  • What works for us?1. Inspire your community!
  • 2. Share information
  • 3.Memes
  • 4.Show your team
  • 5. Conversations on Twitter.
  • What doesn’t work-1. No Sad pictures!
  • 2.DON’T KEEP ASKING FOR MONEY!
  • Index1. Introducing Milaap2. Social media presence3. Content – What works, what doesn’t!4. What is Milaap’s Strategy Case study – Adopt an Entrepreneur5. Fundraising using Facebook!
  • Index1. Introducing Milaap2. Social media presence3. What is Milaap’s Strategy4. Content – What works, what doesn’t! Case study – Adopt an Entrepreneur5. Fundraising using Facebook!
  • Index1. Introducing Milaap2. Social media presence3. What is Milaap’s Strategy4. Content – What works, what doesn’t! Case study – Adopt an Entrepreneur5. Fundraising using Facebook!