Social Network Strategy: User Generated Photos in Campaigns

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Social Network Strategy: User Generated Photos in Campaigns

  1. 1. Social Network Strategy:User Generated Photos in Campaigns March 2009
  2. 2. March 2009 External Networks Organization Website FaceBook YouTube Campaign Corp Partners Coalition Partners Blogosphere Internal Networks Social Ecosystem
  3. 3. Acquisition Path External Networks Organization Website Organization FaceBook Org’s Social Network Online Fundraising Email Marketing/Direct Mail Solicitations March 2009
  4. 4. Sierra Club on Facebook March 2009
  5. 5. Sierra Club on Facebook March 2009
  6. 6. Sierra Club on Facebook
  7. 7. Sierra Club Website March 2009
  8. 8. Sierra Club Petition March 2009
  9. 9. Sierra Club Petition March 2009
  10. 10. Acquisition Path External Networks Organization Website Organization FaceBook Org’s Social Network Online Fundraising Email Marketing/Direct Mail Solicitations March 2009
  11. 11. Case Study: Friends for Peace Campaign www.friendsforpeace.org June 9, 2009
  12. 12. Friends for Peace Campaign <ul><li>Objectives </li></ul><ul><ul><li>List building, donor cultivation & activation </li></ul></ul><ul><ul><li>Be positive, not negative </li></ul></ul><ul><ul><li>Connect supporters to one another and to AFSC </li></ul></ul><ul><li>Channels </li></ul><ul><ul><li>Online: Email, search engine ads, banner ads </li></ul></ul><ul><ul><li>Offline: Print ads, direct mail </li></ul></ul>June 9, 2009
  13. 13. Friends for Peace Campaign <ul><li>Direct Mail </li></ul><ul><ul><li>Friends for Peace Sign: Folded over as envelope </li></ul></ul><ul><ul><li>Letter: Your support for peace and the work of AFSC </li></ul></ul><ul><li>Results </li></ul><ul><ul><li>“ Most successful package in years ” </li></ul></ul><ul><ul><li>Jan 07: 100K pieces -May 07: 200K </li></ul></ul><ul><ul><ul><li>Response Rate: 1.6% ● Response Rate:1.5% </li></ul></ul></ul><ul><ul><li>Mar 07: 200K pieces </li></ul></ul><ul><ul><ul><li>Response Rate: 1.3% </li></ul></ul></ul>June 9, 2009
  14. 14. Friends for Peace Campaign <ul><li>Print Magazine </li></ul><ul><ul><li>Winter edition included a pull-out of the “Friend for Peace” sign </li></ul></ul><ul><ul><li>Featured pictures & testimonials uploaded to the site </li></ul></ul><ul><ul><li>Included a link to the web site </li></ul></ul>June 9, 2009
  15. 15. Friends for Peace Campaign <ul><li>Website </li></ul><ul><ul><li>Rotating photo display (Flickr mashup) </li></ul></ul><ul><ul><li>Upload your photo </li></ul></ul><ul><ul><li>Photo Browser </li></ul></ul><ul><ul><li>Map of Supporters (Google Maps mashup) </li></ul></ul><ul><ul><li>Blog </li></ul></ul><ul><ul><li>Print your own sign </li></ul></ul><ul><ul><li>Donate Now </li></ul></ul><ul><ul><li>Send an eCard </li></ul></ul>June 9, 2009
  16. 16. Friends for Peace Campaign Flickr Widget Upload Your Photo Photo Browser Blog June 9, 2009
  17. 17. Friends for Peace Campaign Map of Supporters June 9, 2009
  18. 18. Friends for Peace Campaign <ul><li>Results </li></ul><ul><ul><li>~1,000 photos uploaded </li></ul></ul><ul><ul><li>70% email opt-in rate </li></ul></ul><ul><ul><li>Earned media & other promotion </li></ul></ul><ul><ul><ul><li>Quaker Meeting Newsletters (free ads & articles) </li></ul></ul></ul><ul><ul><ul><li>Radio story </li></ul></ul></ul><ul><ul><ul><li>Blog mentions </li></ul></ul></ul><ul><ul><ul><li>Chronicle of Philanthropy – photo spread & quotes </li></ul></ul></ul>June 9, 2009
  19. 19. Friends for Peace Campaign <ul><li>Volunteer Center </li></ul><ul><ul><li>Recruited and provided software interface for volunteers to moderate the blog and photo submissions </li></ul></ul><ul><ul><li>Photo submissions and testimonials used in various publications – appeals, print ads, web site, etc. </li></ul></ul>June 9, 2009
  20. 20. Tuesday, June 9, 2009 Common Knowledge www.naualumni.com
  21. 21. @Work @Play Campaign <ul><li>Objectives </li></ul><ul><ul><li>Email acquisition & list Building </li></ul></ul><ul><ul><li>Increase sign-ups & use of Alumni Directory </li></ul></ul><ul><ul><li>Cultivate donors </li></ul></ul><ul><li>Channels </li></ul><ul><ul><li>Online </li></ul></ul><ul><ul><ul><li>Website </li></ul></ul></ul><ul><ul><ul><li>Email Newsletter & Direct Email </li></ul></ul></ul><ul><ul><li>Offline </li></ul></ul><ul><ul><ul><li>Quarterly Magazine Print Ad </li></ul></ul></ul>Tuesday, June 9, 2009 Common Knowledge
  22. 22. @Work @Play Campaign <ul><li>Background </li></ul><ul><ul><li>Alumni association promoting the dual lives of their alumni: working and playing </li></ul></ul><ul><ul><li>Implicitly referring to their college education and college social experience carrying over into later life </li></ul></ul><ul><li>“ We wanted to highlight the everyday and the most successful among our alums to demonstrate the diversity of our base.” </li></ul><ul><li>-Krista Perkins, Assoc Director Alumni Association </li></ul>Tuesday, June 9, 2009 Common Knowledge
  23. 23. @Work @Play Campaign <ul><li>Campaign Tactics </li></ul><ul><ul><li>Contest </li></ul></ul><ul><ul><ul><li>Upload your @work @play photos </li></ul></ul></ul><ul><ul><ul><li>Best photos were awarded a prize & featured in a special edition of the email & print newsletters </li></ul></ul></ul><ul><ul><ul><li>Future: Considering producing a “self-published” book of photo submissions </li></ul></ul></ul><ul><ul><li>Promotion </li></ul></ul><ul><ul><ul><li>Print Newsletter: 90,000 recipients </li></ul></ul></ul><ul><ul><ul><li>Email List: 3-email series + prime promotion in email newsletter </li></ul></ul></ul>Tuesday, June 9, 2009 Common Knowledge
  24. 24. @Work @Play Campaign Tuesday, June 9, 2009 Common Knowledge
  25. 25. @Work @Play Campaign Tuesday, June 9, 2009 Common Knowledge
  26. 26. @Work @Play Campaign <ul><li>Campaign Results </li></ul><ul><ul><li>~100 photo sets (@work & @play) uploaded </li></ul></ul><ul><ul><li>600 new email subscribers acquired </li></ul></ul><ul><ul><li>Online directory “new registrations” increased 20% </li></ul></ul><ul><ul><li>Special edition of the Email Newsletter open rates were 2x higher than 12-month average </li></ul></ul>Tuesday, June 9, 2009 Common Knowledge
  27. 27. Case Study Tuesday, June 9, 2009 International Fund For Animal Welfare
  28. 28. IFAW Seal Campaign Tuesday, June 9, 2009 IFAW Seal Campaign Site Total Impressions: 33,574,147 Total Clicks: 29,360 CTR: .09% Community Mbrs 98,000+ Total $$: $130K +30% (YoY)
  29. 29. IFAW Seal Campaign Tuesday, June 9, 2009
  30. 30. IFAW Seal Campaign Tuesday, June 9, 2009 Join the Campaign 1: Personal Info 2: Personal Message 3: Avatar or photo 4: Audio Message
  31. 31. IFAW Seal Campaign Tuesday, June 9, 2009 Take Action Make a Donation
  32. 32. IFAW Seal Campaign Tuesday, June 9, 2009 Community 1 2 3 4 5 6 1: Video Podcast 2: Recent Blog Posts 3: Recent Comments 4: Blogroll 5: MySpace Friends 6: Tagging
  33. 33. IFAW Seal Campaign Tuesday, June 9, 2009
  34. 34. IFAW Seal Campaign Tuesday, June 9, 2009 <ul><li>Campaign Marketing (Online) </li></ul><ul><ul><li>CampusPlus (college students) </li></ul></ul><ul><ul><li>CanWest Media Sales </li></ul></ul><ul><ul><li>Grist </li></ul></ul><ul><ul><li>GroovyGreen </li></ul></ul><ul><ul><li>National Geographic </li></ul></ul><ul><ul><li>Treehugger </li></ul></ul><ul><ul><li>Tribal Fusion, Inc. </li></ul></ul><ul><ul><li>Undertone Networks </li></ul></ul><ul><ul><li>USA Today (targeted) </li></ul></ul><ul><ul><li>Yahoo! (targeted: Pets/Animals) </li></ul></ul><ul><ul><li>ENN (Online Enviro Community) </li></ul></ul><ul><ul><li>Assorted Blog Ads </li></ul></ul><ul><ul><li>Online College Newspapers </li></ul></ul><ul><ul><li>Local Newspaper -Ottawa Citizen </li></ul></ul><ul><ul><li>Assorted Blog Ads </li></ul></ul><ul><ul><ul><li>Animals </li></ul></ul></ul><ul><ul><ul><li>Women </li></ul></ul></ul><ul><ul><ul><li>Progressive </li></ul></ul></ul><ul><ul><ul><li>Political </li></ul></ul></ul><ul><ul><ul><li>Others </li></ul></ul></ul><ul><ul><li>Online College Newspapers </li></ul></ul>
  35. 35. IFAW Seal Campaign <ul><li>Email Campaign </li></ul><ul><ul><li>Target email house list of 500K+ </li></ul></ul><ul><ul><li>Email Series over 6 months </li></ul></ul><ul><ul><ul><li>January – Frame the issue </li></ul></ul></ul><ul><ul><ul><li>February – Introduce the campaign site </li></ul></ul></ul><ul><ul><ul><li>March – Advocacy </li></ul></ul></ul><ul><ul><ul><li>April – Giving </li></ul></ul></ul><ul><ul><ul><li>May – Wrap-up </li></ul></ul></ul><ul><ul><ul><li>June – Summary of Results </li></ul></ul></ul><ul><ul><li>Strong imagery (repurposed from site & real-time) </li></ul></ul><ul><ul><li>Strong & specific calls-to-action </li></ul></ul>Tuesday, June 9, 2009
  36. 36. IFAW Seal Campaign Tuesday, June 9, 2009 <ul><li>Best Practices Summary </li></ul><ul><ul><li>Multiple Ways to Initiate Relationship </li></ul></ul><ul><ul><li>Integrated Ladder of Engagement </li></ul></ul><ul><ul><li>Peer-to-Peer Communication </li></ul></ul><ul><ul><li>User Generated Content (Multi-Media) </li></ul></ul><ul><ul><li>Network of Micro Communities </li></ul></ul><ul><ul><li>Active Solicitation </li></ul></ul>
  37. 37. Thank you.

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