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Sara Falconer - Case Study: How World Wildlife Fund-Canada is taking its online communities to the next level


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Nonprofit organizations like WWF-Canada often have the flexibility (not to mention the limited budgets!) to make social media a good fit. We were early adapters of tools like Twitter, and continue to have a strong voice in those spaces. We are now using learnings from the first several years of our social media experience to take our online communities to the next level.

How will we continue to expand the size our community while still maintaining a high level of engagement? Where will we focus our efforts in terms of content creation – blogging, video, mobile? How can we use social media to mobilize the public to make real, meaningful change in our conservation work? How will we measure our success as our tactics develop? We will tackle these questions, and invite the audience to participate in the conversation.

Join us for detailed, practical case studies and a frank discussion about how far we’ve come, and where we’re going, in this ever-changing space.

- Insights into how WWF and other nonprofits are leading social media
- Practical case studies

Published in: Technology, Business
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Sara Falconer - Case Study: How World Wildlife Fund-Canada is taking its online communities to the next level

  1. 1. Taking Social Media to the Next Level Sara Falconer WWF-CanadaMyCharityConnects 6 June 2011 - 1
  2. 2. Agenda• Goals: What do we want to accomplish?• Tactics: How do we accomplish it?• Metrics: How do we measure success?• Case Studies © Jeremiah Armstrong / WWF-Canada• Discussion Earth Hour 2010, Canada
  3. 3. © Toomas Kokovkin/ WWF-Canon STRATEGY-3
  4. 4. What do we want toaccomplish?• Share day-to-day news, events, stories• Engage current and potential supporters• Empower staff• Support campaigns -4
  5. 5. How do we accomplish it?• Investment in a dedicated staff resource Blog Facebook Social media lead Twitter YouTube, Flickr -5
  6. 6. AT A GLANCE+91,385 +16,649Facebook fans – Twitter followers –540% growth 150% growth fromfrom 2009 2009 +15,000 +150,000 Blog pageviews per People signed up for month Earth Hour Canada 2010 Facebook event Photo: © Michel Roggo / WWF-Canon
  7. 7. How do we measure success?• Quality of interactions• Support for campaigns• Number of fans/followers/users• Monetizing and tracking conversion path -7
  8. 8. 86% 60% 48% 66% While 40% confirm they are getting donations, 78% raise less than < $1000 Half will increase staffing and one in five will increase funding
  9. 9. © Toomas Kokovkin/ WWF-Canon . Case Studies- 10
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  17. 17. Taking Social Media to the Next Level Thank you Questions? Feel free to contact me!© 2010, WWF. All photographs used in this presentation are copyright protected and courtesy of the WWF-Canon Global Photo Network and the respective photographers.