About Call2ActionCall2Action works to expand networks and to engage and convert         supporters for mission-driven onli...
The Spark WidgetThe Spark is a complete call to action, or a campaign in a box.           Story        Action Tools      S...
A Turnkey SolutionSparks function across platforms so that people can watch video, signup, donate and participate wherever...
SEE
See change ignite           The Power of Video to Engage               Video is the most compelling online catalyst for ac...
See change igniteCase Study: The Cove         RESULTS: The Cove Spark blew most online video out of the         water with...
See change igniteSocial Issue Filmmakers Are Authentic                                     www.call2action.com
See change ignite  Don’t Be Afraid to Take a Stand          A response to the series of teen suicides.Several companies cr...
See change igniteVideo Need Not Be Expensive                                www.call2action.com
See change igniteBe Ready for Timely Content                               www.call2action.com
See change ignite                    Syndicate ContentSyndicating new content is a powerful way to keep audiences engageda...
CHANGE
See change igniteEmpower People with a Call to ActionDonate         Join                   Event                    VotePe...
See change igniteOnline Engagement Can Be Rich       “I miss my husband more than I can write in words. I will always     ...
See change igniteCase Study: Letters for Lyrics               RESULTS: New and existing fans came out to               sup...
See change ignite                               Take Action Local     Create content with universal appeal and connect it ...
See change igniteDemonstrate Authentic Commitment   Don’t just tell people what you are doing for charity. Roll     up you...
IGNITE
See change ignite             Inspired, Empowered, Shared    People share what moves them and what defines them: cause con...
See change ignite                     Gaining Critical Mass         Start with key influencers and thought leaders who wil...
See change ignite                  Engage a targeted audience.Case Study: Lee JeansRESULTS:  • Made inroads with women con...
See change igniteA multi-platform strategy is key                           Case Study: Race to Nowhere                   ...
See change igniteOffer Value                    www.call2action.com
See change ignite         Corporate + Cause + Consumer                = Win Win Win                                       ...
See change ignite           Listen and Respond      Pay attention to where people are talking and         what they are sa...
See change ignite            Display Your AppreciationShow them that their contribution has value and they will return for...
See change igniteThe Perfect Campaign“If 100 trade union federations reach out to their national governments and askthem t...
Upcoming SlideShare
Loading in …5
×

Call2 action, Charlotte Rademaekers. Beyond cut&paste communications. 4th Lundquist CSR Online Awards, Turin 8-9 Nov 2012

455 views

Published on

Call2Action works to expand networks and to engage and convert supporters for mission-driven online campaigns.
The power of video to engage.

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
455
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Call2 action, Charlotte Rademaekers. Beyond cut&paste communications. 4th Lundquist CSR Online Awards, Turin 8-9 Nov 2012

  1. 1. About Call2ActionCall2Action works to expand networks and to engage and convert supporters for mission-driven online campaigns. www.call2action.com
  2. 2. The Spark WidgetThe Spark is a complete call to action, or a campaign in a box. Story Action Tools Social Media See change ignite. www.call2action.com
  3. 3. A Turnkey SolutionSparks function across platforms so that people can watch video, signup, donate and participate wherever they are spending their time. www.call2action.com
  4. 4. SEE
  5. 5. See change ignite The Power of Video to Engage Video is the most compelling online catalyst for action, but the window of opportunity is short. A clear and gratifying call to action is key to activating viewers. Motivation peaks near the end of the video.Interest Time Sparks make it easy to take action immediately. As a result, their interaction rate (clicks to loads) is 38%, 9x industry standards. 51% of all consumer internet traffic was video traffic in 2011. http://newmediarockstars.comonline-video-usage/ www.call2action.com
  6. 6. See change igniteCase Study: The Cove RESULTS: The Cove Spark blew most online video out of the water with an incredibly high interaction rate of 55%. • More than 200,000 views in just over a week • Over 8,000 shares across Facebook, Twitter, email, website and blog posts • Embedded in 115 different URLs by celebrities like Jennifer Aniston, Courtney Cox, Alyssa Stringfellow, and Robin Williams, and publications like LA Weekly and USA Today • 1.7 million petition signatures on and offline • Activists from all over the world and many different organizations now on the ground monitoring the fisherman daily • Japan now has a booming animal rights movement. www.call2action.com
  7. 7. See change igniteSocial Issue Filmmakers Are Authentic www.call2action.com
  8. 8. See change ignite Don’t Be Afraid to Take a Stand A response to the series of teen suicides.Several companies created their own custom online video ad pointing back to the original “It Gets Better” campaign. www.call2action.com
  9. 9. See change igniteVideo Need Not Be Expensive www.call2action.com
  10. 10. See change igniteBe Ready for Timely Content www.call2action.com
  11. 11. See change ignite Syndicate ContentSyndicating new content is a powerful way to keep audiences engagedand to inspire more interaction and commitment. Updates can be used for: • New content • Responses to current events • Campaign updates • Thank yous The blogger posts once and doGooder does the rest, providing fresh content daily. www.call2action.com
  12. 12. CHANGE
  13. 13. See change igniteEmpower People with a Call to ActionDonate Join Event VotePetition Twitter Letter Comment Start small and get bigger as the relationship and trust builds. www.call2action.com
  14. 14. See change igniteOnline Engagement Can Be Rich “I miss my husband more than I can write in words. I will always have my sailor in my heart and soul. You guys are our heroes. Sincerely, Michele Thorell” www.call2action.com
  15. 15. See change igniteCase Study: Letters for Lyrics RESULTS: New and existing fans came out to support the campaign. • 1.5 million impressions and 489,805 unique visitors • Embedded in 170 distinct URLs • A total of 40 blogs picked up the Spark and generated 14,097 hits. • 8475 letters generated by the Spark, 58% of the total, more letters than the campaign’s dedicated microsite and all other digital channels combined • 28,085 clicks garnered organically on Facebook • Online campaign industry standards outperformed by 20 times with a click-through rate of 2%. www.call2action.com
  16. 16. See change ignite Take Action Local Create content with universal appeal and connect it to local action.Feeding America achieved a hyper-local marketing Corporate sponsor The Cheesecake Factoryeffort across 200 chapters and their supporters. was able to engage their 250 restaurants. www.call2action.com
  17. 17. See change igniteDemonstrate Authentic Commitment Don’t just tell people what you are doing for charity. Roll up your sleeves and ask them to advocate with you. www.call2action.com
  18. 18. IGNITE
  19. 19. See change ignite Inspired, Empowered, Shared People share what moves them and what defines them: cause content.14% of people engaging with ourSparks share them via Facebook,email, twitter and/or site embeds. www.call2action.com
  20. 20. See change ignite Gaining Critical Mass Start with key influencers and thought leaders who will help to reach the critical mass needed to achieve a chain reaction.Use your existing network, andgive social media tools to: • partners • affiliates • celebrities • brand ambassadors • and, of course, your employees Embedding and sharing Sparks is an easy and yet powerful action. www.call2action.com
  21. 21. See change ignite Engage a targeted audience.Case Study: Lee JeansRESULTS: • Made inroads with women consumers for a male brand • Engaged 300 mommy bloggers as brand ambassadors • Over 13 years, the program has raised nearly $75 million for breast cancer research and advocacy • Is considered one of the most influential cause marketing campaigns ever www.call2action.com
  22. 22. See change igniteA multi-platform strategy is key Case Study: Race to Nowhere RESULTS: • 859 discrete URL placements • Mobile users generated 61% of Join participants. • Teachers, students and parents were reached where they are most comfortable. www.call2action.com
  23. 23. See change igniteOffer Value www.call2action.com
  24. 24. See change ignite Corporate + Cause + Consumer = Win Win Win Causes can benefit financiallyConsumers feel they can and from the free marketing.accomplish something forfree by simply sharing. Companies benefit from the peer-to-peer endorsement and association. www.call2action.com
  25. 25. See change ignite Listen and Respond Pay attention to where people are talking and what they are saying. Context matters.Be prepared to evolve accordingly; this is a two-way engagement. www.call2action.com
  26. 26. See change ignite Display Your AppreciationShow them that their contribution has value and they will return for more. charity:water created a whole “Thank you” channel. www.call2action.com
  27. 27. See change igniteThe Perfect Campaign“If 100 trade union federations reach out to their national governments and askthem to invest 2% of the value of their economy (GDP) in green jobs, then I will askthe top 100 CEOs to support unions to run environmental awareness initiatives andto invest in greening their supply chains and products to create new jobs.” - TheInternational Trade Union Confederation (ITUC) General Secretary, Sharan Burrow www.call2action.com

×