<ul><li>Webinar: Cutting Edge Integrated  Social Media Strategies </li></ul>For Audio Call:  1-408-792-6300  Event Number:...
Using WebEx <ul><li>Chat & raise hand </li></ul><ul><li>If you are having internet audio problems, you can dial in using a...
<ul><li>This webinar is being recorded. </li></ul><ul><li>The webinar will be available on the Frogloop blog at  http://ww...
<ul><li>Nonprofits use Care2 for: </li></ul><ul><li>Online Advocacy </li></ul><ul><li>Email list growth </li></ul><ul><li>...
Here Comes Social Advocacy Online Advocacy Goes Public Alan Rosenblatt, Ph.D. [email_address] Twitter: @CAPAction and @DrD...
The way things were <ul><li>Email is a closed communication loop </li></ul><ul><li>Email was the only online channel to re...
The way things are now Congress can’t ignore because the world can see! Campaigns email  activists & promote on social med...
Anatomy of a Tweet <ul><li>Hey  @ChuckGrassley  read our report on repealing  #DADT (http://bit.ly/dadt)  & vote FOR Defen...
Organize your social media champions
Measuring URL referrals
Measuring influence
Monitoring social media
Understanding hashtags
Growing your Twitter audience
Case Study: ENOUGH
September 29, 2010 September 14, 2010 Integrated Social Media Strategies: Building Loyal Fans and Followers with Care2
<ul><li>Recent Idealware/New Organizing Institute Study (July 2010): </li></ul><ul><li>Between 35-40% of nonprofits say Tw...
<ul><li>Good, but modest. In 16 months… </li></ul><ul><li>Jumped from 400 to almost 3,000 Facebook Fans </li></ul><ul><li>...
<ul><li>Gaining ground is difficult: </li></ul><ul><li>Word of mouth (WOM)h can be slow to grow </li></ul><ul><li>Organic ...
<ul><li>Twitter campaign </li></ul><ul><li>Ran Oct, 2009 campaign for supporters to create “the tweet” to represent climat...
<ul><li>The big questions: </li></ul><ul><li>Who really likes us on our email supporter list?  </li></ul><ul><li>Are they ...
<ul><li>Two petitions with Care2 </li></ul><ul><li>89% retention rate </li></ul><ul><li>More active lists for online actio...
<ul><li>Bold experiment with Care2 </li></ul><ul><li>Recruited 15K petition signers with Care2; 10K “scrubbed” with social...
<ul><li>Results: </li></ul><ul><li>Mailed 3,000 top names for Facebook, Twitter, and Facebook/Twitter names </li></ul><ul>...
<ul><li>Results: </li></ul><ul><li>Resend to social network scrub, outreach to Care2-recruited </li></ul><ul><li>Push spec...
Alan Rosenblatt, Ph.D. [email_address] Twitter: @CAPAction and @DrDigipol Facebook.com/AmericanProgressAction Facebook.com...
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Care9 10webinar

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Cutting Edge Integrated Social Media Strategies

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Care9 10webinar

  1. 1. <ul><li>Webinar: Cutting Edge Integrated Social Media Strategies </li></ul>For Audio Call: 1-408-792-6300 Event Number: 665 710 203 Presented By: Alan Rosenblatt, Center for American Progress Action Fund, Garth Moore, 1Sky, and Justin Perkins, Care2.com September 28, 2010
  2. 2. Using WebEx <ul><li>Chat & raise hand </li></ul><ul><li>If you are having internet audio problems, you can dial in using a landline 1-408-792-6300 Event Number: 665 710 213 </li></ul><ul><li>If you lose your internet connection, reconnect using the link emailed to you. </li></ul><ul><li>WebEx Support: 1-866-229-3239 </li></ul>For Audio Call: 1-408-792-6300 Event Number: 665 710 203
  3. 3. <ul><li>This webinar is being recorded. </li></ul><ul><li>The webinar will be available on the Frogloop blog at http://www.Frogloop.com </li></ul><ul><li>You will receive a link to this presentation following the webinar. </li></ul><ul><li>Tweeting the webinar? Use the Twitter hashtag: #Care2 </li></ul>For Audio: 1-408-792-6300 Event Number: 665 710 203
  4. 4. <ul><li>Nonprofits use Care2 for: </li></ul><ul><li>Online Advocacy </li></ul><ul><li>Email list growth </li></ul><ul><li>Donor lead acquisition </li></ul><ul><li>Driving traffic to website </li></ul><ul><li>Advertising and branding </li></ul><ul><li>Surveys and research </li></ul><ul><li>Education and outreach </li></ul>What is Care2? <ul><li>Citizens use Care2 for: </li></ul><ul><li>Starting or signing petitions </li></ul><ul><li>Volunteering </li></ul><ul><li>Donating $ </li></ul><ul><li>Spreading news </li></ul><ul><li>Commenting on blogs </li></ul><ul><li>Starting groups (organizing) </li></ul><ul><li>Joining nonprofits </li></ul><ul><li>The largest online community of people “making a difference” </li></ul><ul><li>14 million “do-gooders” </li></ul>
  5. 5. Here Comes Social Advocacy Online Advocacy Goes Public Alan Rosenblatt, Ph.D. [email_address] Twitter: @CAPAction and @DrDigipol Facebook.com/AmericanProgressAction Facebook.com/DrDigipol
  6. 6. The way things were <ul><li>Email is a closed communication loop </li></ul><ul><li>Email was the only online channel to reach Congress </li></ul>Campaigns email activists (very few forward it) Congress gets the email (but no one knows for sure) Activists send email to Congress
  7. 7. The way things are now Congress can’t ignore because the world can see! Campaigns email activists & promote on social media Activists send email to Congress & msg via social media Activists sent to email/petition page, twitter petition, Facebook wall, etc.
  8. 8. Anatomy of a Tweet <ul><li>Hey @ChuckGrassley read our report on repealing #DADT (http://bit.ly/dadt) & vote FOR Defense Auth Bill. FYI @desmoinesdem @OneIowa #IA #p2 </li></ul><ul><li>Publicly targets Member of Congress </li></ul><ul><li>Trackable link to measure click throughs </li></ul><ul><li>Pushed to hashtag audiences </li></ul><ul><ul><li>Issue specific (#DADT) </li></ul></ul><ul><ul><li>State specific (#IA) </li></ul></ul><ul><ul><li>Ideological group (#p2) </li></ul></ul><ul><li>Alerts watchdogs </li></ul><ul><ul><li>State blogger (@desmoinesdem) </li></ul></ul><ul><ul><li>State issue group (@OneIowa) </li></ul></ul>
  9. 9. Organize your social media champions
  10. 10. Measuring URL referrals
  11. 11. Measuring influence
  12. 12. Monitoring social media
  13. 13. Understanding hashtags
  14. 14. Growing your Twitter audience
  15. 15. Case Study: ENOUGH
  16. 16. September 29, 2010 September 14, 2010 Integrated Social Media Strategies: Building Loyal Fans and Followers with Care2
  17. 17. <ul><li>Recent Idealware/New Organizing Institute Study (July 2010): </li></ul><ul><li>Between 35-40% of nonprofits say Twitter and Facebook are beneficial in reaching new supporters. </li></ul><ul><li>Both widely-used channels are considered leading channels for reaching new supporters by nonprofits </li></ul>Source: How Useful is Social Media to Nonprofits? http://www.frogloop.com/care2blog/2010/9/12/how-useful-is-social-media-to-nonprofits.html Social Networking Works for Nonprofits
  18. 18. <ul><li>Good, but modest. In 16 months… </li></ul><ul><li>Jumped from 400 to almost 3,000 Facebook Fans </li></ul><ul><li>Jumped from 640 to more than 11,600 Twitter followers </li></ul><ul><li>Increased to 207 YouTube subscribers in a few months, with thousands of video views </li></ul>1Sky’s Network Growth
  19. 19. <ul><li>Gaining ground is difficult: </li></ul><ul><li>Word of mouth (WOM)h can be slow to grow </li></ul><ul><li>Organic growth is slow through passive methods </li></ul><ul><li>Not every site visitor is a social network maven </li></ul><ul><li>Not every social maven know you’re there </li></ul>Social Network Conundrum
  20. 20. <ul><li>Twitter campaign </li></ul><ul><li>Ran Oct, 2009 campaign for supporters to create “the tweet” to represent climate legislation; </li></ul><ul><li>Not enough supporters on Twitter </li></ul><ul><li>Passive campaign despite media outreach </li></ul><ul><li>Indifferent reaction from newsletter list </li></ul>Social Network Experiments
  21. 21. <ul><li>The big questions: </li></ul><ul><li>Who really likes us on our email supporter list? </li></ul><ul><li>Are they in our social networks? </li></ul><ul><li>Are they on Facebook and Twitter? Will they post for us? Tweet for us? </li></ul><ul><li>Can they get the message and drive more traffic? </li></ul><ul><li>Who are these people? </li></ul>Who loves us?
  22. 22. <ul><li>Two petitions with Care2 </li></ul><ul><li>89% retention rate </li></ul><ul><li>More active lists for online actions and donations </li></ul><ul><li>More active among volunteer recruits </li></ul><ul><li>Active event attendees and offline action takers </li></ul>One Dedicated Resource: Care2 Followers
  23. 23. <ul><li>Bold experiment with Care2 </li></ul><ul><li>Recruited 15K petition signers with Care2; 10K “scrubbed” with social network names </li></ul><ul><li>Used this network “scrubbed’ list to email these names for Facebook and Twitter sign-ups </li></ul><ul><li>Loaded account names into our database files; emailed to join networks </li></ul>Care2 Social Network Scrub
  24. 24. <ul><li>Results: </li></ul><ul><li>Mailed 3,000 top names for Facebook, Twitter, and Facebook/Twitter names </li></ul><ul><li>Clever subject lines and direct ask to join networks worked best </li></ul><ul><li>36% avg. open rate, 13% click rate, 36% click-open rate </li></ul><ul><li>398 new Facebook fans and 56 new followers active that week </li></ul>Care2 Social Network Scrub
  25. 25. <ul><li>Results: </li></ul><ul><li>Resend to social network scrub, outreach to Care2-recruited </li></ul><ul><li>Push specific channel messages to existing network scrub supporters. </li></ul><ul><li>Capture other supporters information through additional social network names (e.g. LinkedIn, Flickr, WashPost and NYTimes) </li></ul>Next Steps
  26. 26. Alan Rosenblatt, Ph.D. [email_address] Twitter: @CAPAction and @DrDigipol Facebook.com/AmericanProgressAction Facebook.com/DrDigipol Garth Moore, 1Sky Email: [email_address] Twitter: @Garthmoore Justin Perkins, Care2 Email: [email_address] Twitter: @elperko
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