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Building awareness & engaging champions of your cause

Presented at 2012 AFP Toronto Congress by Liza Jerome.
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Building awareness & engaging champions of your cause

  1. 1. BUILDING AWARENESS &ENGAGING CHAMPIONSFOR YOUR CAUSELiza Jerome, CFREVP, Innovation & DevelopmentCentre for Addiction and Mental Health FoundationWith Special GuestsMiguel Amante Kate RichardsOnline Content/Digital Marketing Specialist Social Media CoordinatorCentre for Addiction and Mental Health Foundation Centre for Addiction and Mental Health
  5. 5. WHAT IS BRAND?• A promise to your donors/stakeholders/ customers• NOT a logo or a name• Your brand is the sum total of your reputation as it builds in your audience’s mind• The brand promise drives everything• Every organization has a brand – whether or not they designed it
  6. 6. “Your brand is what people sayabout you when you’re not inthe room.” Jeff Bezos, Founder & CEO of
  7. 7. DEFINING BRAND• Who is your target audience?• What are your competitors doing?• What’s your brand position?• What’s your promise?
  8. 8. Think about a brand you areemotionally connected to… What brand is it? Why do you feel this way? What value do you gain from interacting with the brand? How do you talk about that brand?
  9. 9. Are you a champion for that brand?
  11. 11. EVOLUTION OFBRAND INTERACTIONBRAND NEW CUSTOMER Digital has changed the nature of the interaction.
  12. 12. VALUE EXCHANGEWhat Brands Give People• Product or experience• Conversation• Access• Utility• Entertainment• Social Currency What People Give Back To You • Authenticity • Word of Mouth - endorsement • Advocacy • More consumers
  13. 13. Engagement is the KEY to Growth ENGAGED Likes Page NOT ENGAGED Sees Your ContentYES – Fans entered NO – Fans did not enter intoconversation & activated next conversation & content reach ENGAGEMENTtier of engagement limited Amplified Reach Limited Reach
  14. 14. STARBUCKS• Co-creation – giving them a voice• Feedback drives product development
  15. 15. OSCAR MEYER • Open to feedback • Accessible and Responsive • Creative/unique to break through the noise
  16. 16. McDONALD’S• Open to feedback• Transparent• Authentic, accessible & responsive
  17. 17. What causes are you engaged with?What is it about them that keeps you there & coming back?Do you follow their social media & why?If they asked you to do something would you?
  18. 18. TIERS OF ENGAGEMENT ADVOCACY Energize cause lovers & inspire them to share their experiences ENGAGEMENT Motivate people & WALL POSTS give them reason + (advocacy) permission to SHARES engage more (advocacy + conversion)ACQUISITION deeplyCreate a point of LIKES, COMMENTS, SHARESentry & ways to (brand pride)connect with yourcause VIEWS, CLICKS, STREAMS (top of mind awareness)FANS & FOLLOWERS VIRALITY % (percent we’re engaging)
  19. 19. UNICEF UK• Creative, question link to the cause/brand, engaging, raises $
  20. 20. SAVE THE CHILDREN• Interactive & tangible• Public recognition as part of a community
  21. 21. AMNESTY DENMARK• Activist model• SMS outreach for petitions & fundraising• SMS in Canada
  22. 22. PARTNERS FOR MENTAL HEALTH • Creative/unique to break through the noise • Easy to share & involve others • Direct ask to take action & pledge
  24. 24. CANADIAN DIABETES ASSOCIATION • Incentives for participation • Voting encourages sharing • Easy to share & involve others
  25. 25. Is there a difference betweenengaging with a for profit brand versus a not-for-profit brand?
  26. 26. LISTENING BRAND/CAUSE CHAMPION •What are people telling each other? •Who are they? •How do they feel about you? •What are their needs & passions? •What are their beliefs about you? •How do they connect with the world? CATEGORY CULTURE •What are people saying about •What elements of culture are new competitors? & trending among your audience? •What motivates people to choose •What are they “into” right now? you over others?
  27. 27. CAMH BRANDPROMISEWe believe that everyperson should knowlife IS worth living
  28. 28. 2005 – 2008 Awareness Campaign
  29. 29. 2005 2006 spring & fall spring & fall 2007 2008 spring & fallspring & fall
  30. 30. CAMH AWARENESS90%80%70%60%50%40%30%20%10% Unaided Aided0% Apr 05 Nov 05 Nov 06 Nov 07 Jun 08 Nov 08 Mar 10 May 10
  31. 31. WHAT’S IT GOING TOTAKE?• Long-term commitment• Need to invest $ and resources• Don’t expect immediate results
  32. 32. INTERNAL ONE-PAGER• Campaign Purpose• Expected Outcomes – Short-term – Long-term• Goals (including measures) – Awareness levels & understanding – Social action• Target Audience• Other Considerations
  33. 33. COMMUNICATIONBRIEF• What are we selling? The product/service/offer is…• What problem are we trying to solve? Objectives of campaign• Who are we talking to?• Key selling idea• Reason to believe• What has been done before• Communication requirements, what does it need to be?• Creative considerations
  34. 34. DEFEAT DENIALLink to Defeat Denial cinema spot
  35. 35. COMMUNICATIONMEDIUMSTRADITIONAL PAID EARNED & SOCIAL MEDIA•Wild postings •PR•Out of home •Bloggers/digital word of•Print mouth•Radio •Email•Cinema •Facebook, Twitter, Pinterest•Direct marketing
  36. 36. PHASE 1 ENGAGEMENT• Objective: Drive people to Hospital’s social media channels via ads• Strategy – Asked community to contribute phrases – Build a conversation & engage new members – Purchased Facebook ads leading to Hospital’s Facebook page• Branded the campaign for social media #defeatdenial
  37. 37. FACEBOOK STATS Engaged Page Users vs Viral Reach• 51% increase in Facebook 4000 4000 followers 3500 Viral Reach 3500 Engaged Users• Largest daily viral reach: 3000 3000 48,714 Facebook users 2500 2500 (average: 2,625) 2000 2000 1500 1500• Largest # of engaged 1000 1000 users: 1,865 (average from May – October: 276) 500 500 0 0 May * Stats are from CAMH Hospital Facebook page only
  38. 38. LISTEN• Gather feedback – Personal – Media – Social media• Categorize feedback• Respond• If applicable, react
  39. 39. CRITICS, CHAMPIONS& ADVOCATES• Converting critics into champions
  40. 40. CRITICS, CHAMPIONS& ADVOCATES• Now that we have them what are we asking them to do? – Learn – Educate – Participate (talk about the issues, share stories/lived experience, share knowledge)
  41. 41. • Phase 2 example
  42. 42. PHASE 2 ENGAGEMENT• Objective: Engage community, educate & empower people to advocate• Create sharable content & attempt to increase virality of message
  43. 43. SOCIAL MEDIA PLANEngagement Strategies• Leverage knowledge & expertise at CAMH to educate our target audiences on about mental illness and addiction• Use Mental Illness Awareness Week (Sept 30 – Oct 6) to share information about mental illness & engage community• Encourage and empower the CAMH community to share their stories
  44. 44. METRICSFacebook• # fans: Increase 15% between Sept. – Nov. ‘12• Viral rate: +2% per campaign related post by Nov. ’12• Wall posts: Min. 3 comments per wall post from Sept. – Oct. ’12Twitter• # Twitter followers: Increase 15% between Sept. – Nov. ‘12 (5,838 to 7,034 – 20%↑)• Retweets: 2-5 per #defeatdenial twitter post during Mental Illness Awareness Week Oct. 1-5 ‘12
  47. 47. CALL FOR VIDEOSLink to call for submissions video
  48. 48. VIDEO SUBMITIONSLink to Rendezvous with Madness video
  49. 49. LEARNINGS• Listen to the conversation not just the critics – what do people want?• Plan in advance but be flexible & resourceful to seize opportunities• Executive support, buy-in & trust is a must• More resources can lead to greater success• Social media is not just external – think internally too
  50. 50. LEARNINGS• Infrastructure• Can we provide what people are asking for? – Merchandise – Information• How does it affect the stakeholders – Emergency department increase• Resources must be ready to respond and maintain the conversation
  51. 51. ASK YOURSELF…What are the key issues & challenges to raising awareness for my cause and/or organization?Who/what can influence these issues & challenges?How can they be overcome?
  52. 52. What do we have control over?What’s it going to take & what are we willing to invest?What can I do & who needs to be involved?Who makes the final decisions?What will success look like & how will we measure it?Are we REALLY willing to do it?
  53. 53. TOP 10 TIPS1. Be authentic, emotional, accessible & responsive2. Listen & be open to feedback3. Be relevant to their needs/desires4. Offer something of value5. Be creative/unique to break through the noise6. Give them a reason to come back7. Make engagement easy to share & involve others8. Give them a voice/control over their relationship9. Co-create when opportunity exists10. Don’t sway from your brand promise & your identity
  54. 54. QUESTIONS?Liza Jeromeliza.jerome@camh.caMiguel Amantemiguel.amante@camh.caKate
  55. 55. SPECIAL THANKS• AFP• DentsuBos / 360i