WEBINAR: How To Run A Successful Social Media Giving Campaign - Lessons fro Bank of Ann Arbor
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For the webinar recording, visit: http://bit.ly/1gyrdTZ Anyone can run a social media campaign, but running a successful social media giving campaign is an art form in itself. CafeGive Social and special guest Rhonda Foxworth of Bank of Ann Arbor, one of The Financial Brand's Power 100 Banks on Social Media, review what it takes to run a successful social media giving campaign. We take a look at the incredibly successful JumpstARTS cause campaign, and as well as tips and resources for running and evaluating campaigns on social media.
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WEBINAR: How To Run A Successful Social Media Giving Campaign - Lessons fro Bank of Ann Arbor
- 2. Use the Chat to ask questions Introduce yourself!
- 3. Stephanie Arendt Alan Robinson Marketing Director CafeGive Social Rhonda Foxworth VP & Marketing Manager Bank of Ann Arbor
- 4. • Why social media should be a part of your campaigns • Social media: one piece of your campaign strategy • JumpstARTS: Lessons from Bank of Ann Arbor’s Success • Tips from Bank of Ann Arbor • 6 Best practices for social media giving campaigns
- 6. Social media is the best way to • Connect to consumers at all life stages • Broaden marketing reach • Run effective cause campaigns
- 8. Consider cause support in deciding where to shop Learn about causes via social Would be more loyal to companies about consumers CONE Communications Global CSR Study 2013
- 9. ? ? How do you run a successful giving campaign on social media?
- 10. RHONDA FOXWORTH VICE PRESIDENT AND MARKETING MANAGER
- 11. • Funding for arts programs in area schools reduced or cut • Bank of Ann Arbor has money to give • Harness the power of social media to excite and bring community together
- 12. 3 elementary schools 3 middle schools 3 high schools x $3,000 each = $36,000
- 13. Proof of Concept • Tested concept with school principals and art teachers • Would it be worth their time? • Was easy enough? • How could they use the money? • Any obstacles to receiving/using funds? • Did they like it enough to participate?
- 14. Pre-Launch Spread the word BEFORE contest started Sent letters to all schools Educated our employees Build excitement among our social media followers, all channels Created tools to help spread the word Signage for our branches
- 17. • Cover and profile pictures • Outlook signatures • Bank of Ann Arbor web site home page • Used radio event sponsorship to promote • Branch signs
- 18. • Like Gate on Bank of Ann Arbor Facebook page • Schools organized into 3 categories • Vote through CafeGive Social app for 2 weeks
- 22. • Daily posts kept excitement going • Rapid response to questions • Engaged with fans
- 27. 47,300 votes 10% growth in fan base 150 schools involved 170,000 fans reached
- 28. • Check presentations • Giant checks • Made at assemblies or concerts to reach families • Posted photos on Facebook one at a time, used as cover photos • Media releases
- 31. • Easy for fans to join in • Worth promoting • Outside party helping with rules • Provided tools to help spread the word • Monitor and respond quickly • Offline and online align
- 32. • Simple app set up • Able to organize all schools clearly • Make changes on the fly • Flexible people behind app
- 33. • Make the “win” feel greater than the effort fans have to put in to participate.
- 34. share • Don’t make fans jump through too many hoops to join in the fun. • Don’t make the contest drag on too long. • People tire quickly of being asked to vote daily.
- 35. • Monitor and respond to comments & questions online and offline quickly • Have a team ready for extended hours
- 36. • Campaigns align with overall social media strategy and bank’s brand-Bank of Ann Arbor helps • Learn and grow from each campaign. • Keep it fresh. • Campaign is not only way bank gives, but is a visible, exciting part of organization’s community support
- 37. • Worth competing for • Easy to participate • Easy to spread the word • Have fun!
- 39. #1 Be cohesive • Coordinate launch • Consistent message • Measure everything • Design for channel • Mobile? Visual?
- 40. #2 Use the whole media mix Social media is not a standalone strategy Don’t overlook email Go where your supporters are: • Get to know channels they use • Tailor messages to channels
- 41. #3 Put fans in charge
- 42. #3 Put fans in charge Consumers have more positive view of brands when personally engaged through social “Customer Experience: Is it the Chicken or the Egg,” Forbes: 2013
- 43. #4 Partner with Cause Champions
- 44. #5 Brand, brand, brand
- 45. #6 Follow Up
- 46. Social Media 101 Date: 4/11/2014 Time: 2pm EDT 6 Things Cause Marketers Can Learn From Political Campaigning
- 48. Contact Alan at alan@cafegive.com @cafegive CafeGiveSocial @bankofannarbor BankofAnnArbor Contact Rhonda at rfoxworth@boaa.com
Editor's Notes
- Hi, welcome to the CafeGive Social Webinar: Storytelling For Credit Unions: Marketing, Social Media & Telling Your Community Giving Story. We’re excited to have such a great turnout for today’s topic.—and hope to give you some meaningful stories and strategies that you can implement at your credit union or cu trade organization.
- Before we get started, I wanted to make sure everyone is comfortable with WebexIf you want to ask us a question, please enter it in the Chat sectionCan send it publicly or send us Private Message – we’ll be answering questions mostly at the end
- A little bit about us, I’m Alan Robinson, the Marketing Director at CafeGive Social. I’ll be leading this webinar with our special guest presenter, Rhonda Foxworth,
- Why social media should be a part of your campaignsSocial media: one piece of your campaign strategyJumpstARTS: Lessons from Bank of Ann Arbor’s SuccessTips from Bank of Ann Arbor6 Best practices for social media giving campaignsI’m going to talk about what makes social media an integral part of organizations’ social media campaigns, inc. their corporate social responsibility & giving efforts.
- When we say social media giving campaigns, I’m talking about all forms of corporate social media, including fundraising, charitable giving, Going to talk about why social media is key to connecting with consumers, donors to a company’s cause, and building brand.
- Make the case: Statistics from CONE Communications re: increased transparency and consumer responses to CSR using social mediaConnect to consumers of all life stagesBroaden reach of marketing campaignsRun effective cause campaigns & maximize charitable giving
- Social media is just one part of the puzzle – fits into and supports all of your other functionsIt’s more than just a channel: it’s a strategy – your PR connects to social, connects to email, connects to on-the-ground initiatives.
- Social media is a key way to create cohesive fundraising and giving campaignsAlmost 1/3 of consumers first learn about cause initiatives on social media, and consumers want to hear what companies are doing to give back to communities, through financial support & other formats.93%+ say that they would be more loyal to customers if they knew what they were doing to support causes/engage in CSRMore than 8 in 10 consumers take factors like giving and cause support into account when deciding where to shop and buy products and servicesTell us: Need to use social media as a strategy for cause marketing and charitable giving campaigns – it’s what consumers want and what they reward
- When we say giving campaign, we really mean all of your good works.From charitable giving, to fundraising, crowdsourcing, volunteerism, & community engagementRhonda will speak to example of one such campaign that leveraged social media as well on the ground coordination to run a highly effective giving campaign.
- Intro Rhonda in depth:Rhonda Foxworth has been in bank marketing for 15 years, all at Bank of Ann Arbor. She joined the bank shortly after it was started in 1996 as its first marketing person. Now as a team of three, marketing at Bank of Ann Arbor enjoys enthusiastic support from the whole bank team and is considered an integral part of the Bank’s success. As marketing manager, Rhonda directs the bank’s marketing program which includes active involvement in social media and works closely with its agency, Perich + Partners. Rhonda is long-time member of the Marketing Committee with Michigan Banker’s Association. Prior to joining Bank of Ann Arbor, she did marketing for an educational game company and managed a specialty toy store. Rhonda holds a B.B.A. and a M.B.A., both from Eastern Michigan University in Ypsilanti, Michigan.
- Appreciated the flexibility to make improvements to the app as the contest went along. You can’t anticipate all the issues that will come up in a technology-based contest. But when it’s time sensitive you need to be ready to respond quickly with fixes or changes.
- Plans for future campaigns? Anything Rhonda wants them to look out for?jumpstARTS was latest in giving campaign BOAA conducted through social media. In the past 3 years we’ve given over $150,000 through social media to dozens of nonprofits. Fits into over all marketing strategy as Bank of Ann Arbor helps.
- Plans for future campaigns? Anything Rhonda wants them to look out for?Advice: make it worth competing for, make it easy to participate, give tools to help spread the word. Oh, and have fun.
- To continue what Rhonda said (reference her tips, lessons learned), there is no one-way to run a social media giving campaign, but there are best practices.Let’s take a look at 6
- Coordinate on and off-line efforts between partners – make sure the campaign is “sticky” and all works togetherMake sure messaging is consistent“listen”Measure everything: metrics are essentialIf you don’t measure it, you can’t manage itWhenever possible, design for mobile first. Of the online portion of your campaign, the majority of
- Use the whole media mix and then some. Don’t rely just on Facebook to spread the word on your contest. Talk about it everywhere and with everyone—on and offline.Use mix of online and on the ground. No campaign should have “just” social media. The new User Experience market tells us consumers want total engagementThis means mix of photos of action plus social media sharing through Instagram, for example. Incorporating mobile into live envents.Pr+ social+ traditional marketing+
- Give your fans the tools to promote the contest. Provide suggested tweets, articles, postcards or other items to help them spread the word.Empower them to be brand advocates. Adirondack Trust Company Community Fund, like BoAA, asked community to vote for which charities should receive funds (crowdsourcing)Community member involved with school, promotes campaignHands On Greater Portland hosts weekend of service – local community members share their photos, recruit other volunteers, etc. Crowdsourcing – BoAA is great example of crowdsourcing to engage consumers.BoAA could have said “we’re giving away $36,000 to x number of schools.”Instead, they involved their community in the process. Got schools, members, kids, etc, all involved in championing their schools. Engagement approaches:Provide key consumer insightCreate affinity between your brand and consumersInvites feedback, and opens doors to further interaction
- Statistics show that consumers respond more positively when companies engage them via social media, and they feel like they are personally connected to the brand. More likely to act as brand or cause advocates, championing your social media giving campaign and getting the word outMore likely to have positive view of your brand overall, so contributes to loyaltyType of affinity marketing
- – recruit others to share your campaign – lends credibility, accesses influencers, and extends reach.Verity credit union partnered with Bikeworks, Prometheus with 5 US charities for athletes with disabilities, The UPS Store & Marine Toys for Tots partnered for Scholastic Classic campaign. Your nonprofit or giving partner is a good place to start, but what other opportunities exist?Is there a league, national foundation, etc to approach and leverage?Find other powerful voices for your causeShowcase those cause partners – have them post, share, and spread the message (more powerful than going solo)
- Branding across channels: use corresponding graphics and language across channels (app, site, newsletter, in-branch/at an event). Makes it cohesive, part of brand, and memorable. Patelco quick example: keeps similar shapes, elements across all social media giving campaigns. For consumers this builds a consistency that triggers action. “When I see this banner, shape, etc, I should donate/share/get involved.”Whether campaign is one-off, or long running, needs to feel unique & like “you”Ties into authenticity.When it comes to social media giving in particular, consumers want to know they can trust you to a) make their donations for them in the case of fundraising, b) that you will do what you say you will, c) that your campaigns are coming from a “good” place – altruism.
- Some campaigners make mistake of ending with the end of the campaign itself. E.g. collect donations through this date, and end on that date.Need to keep up the momentum – Show the impact of what you did, tell stories, tell followers how they can get involved next time.Engage with participants after the campaign is over. Don’t just announce the winners (if a contest) but involve them in celebrating the win, and provide status updates. For example, 1 month later, how has your giving impacted the lives of people in your community?Space City golf for example used a match campaign app, and kept it up for several weeks afterwards. Meet new donors and supporters at event, wanted to donate and share the news of the campaign, used it as vehicle to thak sponsors post event.
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- Questions?If no questions, follow up with live Qs for Rhonda – What was your favorite part about the campaign? What was most enjoyable?What was your personal involvement?Why did BoAA choose to go to the schools to award checks? What was teachers, students responses?
- Include Rhonda’s contact info? rfoxworth@boaa.com@bankofannarborBankofAnnArbor