War Child - Social Media and ROI

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Presentation by James Topham of War Child Canada and David Jones of Hill & Knowlton Canada at Advanced Learning Institute Conference, April 29

Published in: Business, Technology

War Child - Social Media and ROI

  1. 1. Raising a Social Media Army to Fight for Child Soldiers Presented by: James Topham, War Child Canada David Jones, Hill & Knowlton Canada
  2. 2. War Child Canada • Programs are focused on: – Education – Strengthening children’s rights – Reducing poverty – Fostering self reliance • Supporting to communities in: – Afghanistan – Sudan (Darfur) – Uganda – Democratic Republic of Congo – Ethiopia – Sri Lanka – Georgia
  3. 3. War Child & Social Media
  4. 4. Camp Okutta - Viral Success
  5. 5. Help Child Soldiers Fight
  6. 6. Can Lightning Strike Twice?
  7. 7. Can Lightning Strike Twice?
  8. 8. The Program
  9. 9. Objectives Generate awareness and engagement for War Child Canada • Camp Okutta was the benchmark • Get signatures on the e-petition Establish a War Child presence in social media • Commitment beyond the campaign Drive donations • Money talks
  10. 10. Digital Footprint: SMNR Objectives • Digital news hub • Integrated in WC site • Integrated with Facebook • HQ for blogger outreach
  11. 11. Digital Footprint: Facebook Objectives • Spread awareness • Drive to petition • Empower the fans
  12. 12. HelpChildSoldiers.com
  13. 13. Blogger Relations Objectives • YouTube video embeds • Get people talking/sharing • Engagement and advocacy • Petitions and donations
  14. 14. Twitter Objectives • Amplify the program • Establish the WC presence • Create a network
  15. 15. Results
  16. 16. Youtube Results • Okutta reached 107K views in one year; Child Soldiers reached 115K in three weeks • Top Featured and Top Favourited on Youtube globally • 6th most discussed nonproft video of all time in Canada • 1666 comments and counting
  17. 17. Blogs Results • Who’d we pitch? • Blogger Knife Box drop lead to features in: • Visuals of pitch • BlogTO • • Screen caps of results She Does the City • IwantIgot • Big City Liberal • And more! (total of 65 posts) • Lead to 17,689 referrals to helpchildsoldiers.com from blogs and websites
  18. 18. Twitter Results • 38 Twitter mentions • Reaching a influence sphere of over 10K members
  19. 19. Websites Results • Over 7,800 visits to helpchildsoldiers.com • 2,000 new memberships • 80% increase in volunteers • 50% increase in donations • Warchild.ca web traffic doubled during campaign blogs and websites
  20. 20. Facebook Results • 16% increase in fans • 200 new members
  21. 21. Return on Investment
  22. 22. Return on Investment @TopsatWarChild’s twitter network grew from 900+ in 5 months 0 Add more War Child Canada staff and combined followers now stands at well over 2000
  23. 23. Return on Investment Heroes Benefit CD Twitter promo: $1,500 200% Increase in followers 856 Twitter mentions Influence - 150,000 members
  24. 24. Return on Investment A valuable community: • Inclusion in 12 for 12K Twitter promo - $12,000 • Voted by community to be recipient of mesh conference funds; those funds were doubled by a Twitter user - $2,500
  25. 25. Return on Investment Most Importantly: • Donations up 38% from last year ($50,000 over two weeks) • 300 requests to be volunteers • Live Tweeting from War Zone by co- founder Samantha Nutt (@NuttsAtWarChild)

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