Benevolent Societies presentation on WK social media, 8 July 2010


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Some of this overlaps with other presentations I have uploaded - *but* there is lots new content and it's serves as a 'summary' of how Whizz-Kidz employs all of it's social media platforms; including some experimentation in fundraising via Soc Med.

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Benevolent Societies presentation on WK social media, 8 July 2010

  1. 1. <ul><li>Changing communications </li></ul><ul><li>in a digital society </li></ul><ul><li>Whizz-Kidz: </li></ul><ul><li>A Case Study </li></ul>Rob Dyson, PR Manager & social media Pic:
  2. 2. <ul><li>Starting the Journey </li></ul><ul><li>Reaching out – entering the conversation </li></ul><ul><li>Beginning to influence </li></ul><ul><li>Can we turn dialogue into donations? </li></ul><ul><li>& What are other charities trying? </li></ul><ul><li>Metrics – what’s important to you? </li></ul><ul><li>A bit of netiquette </li></ul>
  3. 3. The start of a journey…
  4. 4. Once we had a presence – people started arriving…
  5. 5. We also found them here.. <ul><li>Top tip: Search for mentions of your charity (including misspellings) in social media and online blogs </li></ul>
  6. 6. Reaching out – entering the conversation <ul><li>Pic: </li></ul>
  7. 7. Talking in Twitter
  8. 8. … and creating an appetite for our own work…
  9. 9. Facebook: as valid a place for advice as our helpline
  10. 10. Spreading conversations across networks -
  11. 11. <ul><li>opening a space for peer to peer advice & debate </li></ul>
  12. 12. Ask a simple question, get a simple answer…
  13. 13. The viral loop: c ross-promoting all of our sites
  14. 14. Bringing people with us, staying ‘local’ to loyal champions
  15. 15. Beginning to influence <ul><li>Pic: </li></ul>
  16. 16. Sharing stories directly on Flickr <ul><li>Fin’s mum: </li></ul><ul><li>“ If sharing Fin's story helps raise money and awareness then it is our way of saying thank you…  </li></ul><ul><li>“ And it makes Fin feel special and like a celebrity! He loved seeing his photo on flickr!”   </li></ul>
  17. 17. Polling opinion of our followers… <ul><li>     </li></ul><ul><li>“ to be truthful its very imaginative! </li></ul><ul><li>good thinking by the whizz-kidz team </li></ul><ul><li>*APPLAUSE*” </li></ul><ul><li> </li></ul><ul><li>  </li></ul><ul><li>   “ Nice one. Will certainly get </li></ul><ul><li>the attention of your target audience!” </li></ul><ul><li> </li></ul><ul><li>    </li></ul><ul><li>   “ Great poster </li></ul><ul><li>Could you do one for the ladies?” </li></ul><ul><li>     Childsi, Child's i Foundation </li></ul><ul><li>  </li></ul><ul><li>  234 views on Flickr - within 3 days - spread via Twitter </li></ul>
  18. 18. Magic FM helped us out during Marathon because we “tweeted” them…
  19. 19. Influencing the influencers Tweeting Stories that capture imagination
  20. 20. Big Question: Can we turn dialogue into donations? <ul><li>Pic: Pic: </li></ul>
  21. 21. <ul><li>We use to record video messages from our </li></ul><ul><li>young people – to encourage top fundraisers to double their target , and to supplement Charity of the Year Corporate pitches </li></ul><ul><li>Team Whizz-Kidz runners in </li></ul><ul><li>the London Marathon </li></ul><ul><li>made their own creative videos </li></ul><ul><li>to help fundraise! </li></ul>
  22. 22. <ul><li>Case study: </li></ul><ul><li>Jess, London Marathon Co-ordinator, set up “Jess Whizz-Kidz” </li></ul><ul><li>Facebook profile to connect all of our London Marathon runners. </li></ul><ul><li>2010 has so far raised more than previous years for Whizz-Kidz – and faster. </li></ul><ul><li>17% of the runners who received the “double your target” video doubled their targets. 38% raised over £2,500 (above the average of £2,100) </li></ul>
  23. 23. What worked… <ul><li>Great feedback from runners about this use of social media to build their Team Whizz-Kidz London Marathon experience… </li></ul>“ Really nice idea - easy to leave a message or question without having to call etc. Jessica put statuses on regularly with updates etc which were really useful.” “ very good reading and some of the tips by other runners were great” “ Jessica was always quick in responses and advice given. It was something not available on my first time last year and must have been useful for many first time runners.” “ Was great to see others’ thoughts leading up to the big day.” “ I used this to get to some faces, so as not to feel like a total stranger on race weekend” “ It was lovely to see the photos.” “ made you feel like a team and took some of the nerves out of the day as it felt like you already had a relationship with the team”
  24. 24. Weighing It Up <ul><li>Pros </li></ul><ul><li>Personalised approach </li></ul><ul><li>Significant level of engagement with LM10 team (and team engaging with each other). Generating real community. </li></ul><ul><li>Great feedback from runners </li></ul><ul><li>Clear and focused audience. Automatically reaching engaged and interested audience – easier to direct communications </li></ul><ul><li>Personalised/warmer approach has stronger effect for promotions than straight ‘marketing’ approach </li></ul><ul><li>Cons </li></ul><ul><li>Splitting our audience </li></ul><ul><li>Lack of Events unity in approach </li></ul><ul><li>Too London Marathon-centric </li></ul><ul><li>Closed to the general public </li></ul><ul><li>Only relevant during team’s marathon year – what next? </li></ul>
  25. 25. What are other charities trying? <ul><li>Pic: </li></ul>
  26. 26. Child’s i <ul><li>Buy a virtual brick in the wall, write a message, & raise money for Child’si. </li></ul><ul><li>Bricks sell at set-prices, and represent a shopping list of items your donation can fund. </li></ul><ul><li>Notable twitterer Stephen Fry has purchased a bricks, which has helped raise awareness. </li></ul>
  27. 27. Shelter <ul><li>Use Google Street-View to and this clever viral to decorate your home – remember others remain homeless. </li></ul><ul><li>The viral has just been revised with a World Cup theme, where you can adorn your house with England flags and bunting. </li></ul><ul><li>Could the jump from decorating to donating be stronger? </li></ul>
  28. 28. Amnesty International (UK) <ul><li>The Times refused to publish an Amnesty International advert showing a ‘celebratory’ wine glass dripping with Shell oil </li></ul><ul><li>The charity crowdsourced the funding of the ad to go wider and bigger from its supporters (good awareness campaign too). </li></ul><ul><li>Supporters became stakeholders in the ad, which Amnesty say they will drive around on the side of a van outside Shell’s AGM if they raise enough money! </li></ul>
  29. 29. Marie Curie Cancer <ul><li>Basic fundraising, with a twist. Donate cash in order to attend a virtual tea-party online. </li></ul><ul><li>Problems could be </li></ul><ul><li>Who is to say that those using the #tweaparty hasthtag are also going to donate (and you can’t exactly throw them out)? </li></ul><ul><li>No minimum suggested donation. </li></ul>
  30. 30. But it raised £200 & had over 100 guests - in one hour. & they maximised social web:
  31. 32. Metrics – what’s important to you? <ul><li>Pic: </li></ul>It’s useful to be reaching lots of people – before counting on social media to raise funds..
  32. 33. stats in Jan 2010: <ul><li>Twitter followers: 1,444 </li></ul><ul><li>Facebook fans: 903 , engagement fluctuating dependent on what we put out there. </li></ul><ul><li>Approx 9,000 video views of our YouTube channel + 24 subscribers + 6 comments </li></ul><ul><li>1,649 views of our Flickr page </li></ul>
  33. 34. The last few months have seen Whizz-Kidz: <ul><li>E.g. </li></ul><ul><li>launch our cinema ad – which we also hosted on YouTube & tweeted about & linked on Facebook. </li></ul><ul><li>Appear on BBC1 ‘The One Show’ + so we spread the iPlayer link via FB & Twitter. </li></ul><ul><li>Secure Major Phil Packer to walk ‘mile 26’ of London Marathon for us – with a disabled ambassador (tweets, FB, Flickr) </li></ul>
  34. 35. You get out what you put in ..
  35. 36. 1st week of July: <ul><li>Twitter followers: 2,170 </li></ul><ul><li>Facebook fans: 1,264 , with greater degree of feedback & engagement. </li></ul><ul><li>Over 21,000 (!) video views of our YouTube channel + 46 subscribers + 24 comments </li></ul><ul><li>5,474 views of our Flickr page </li></ul>
  36. 37. Summary – a netiquette <ul><li>In social media, Whizz-Kidz: </li></ul><ul><li>We don’t: </li></ul><ul><li>answers questions </li></ul><ul><li>asks questions. </li></ul><ul><li>invites people to attend events and join campaigns. </li></ul><ul><li>are helpful and signpost to different parts of the org, and website. </li></ul><ul><li>talk like real people. </li></ul><ul><li>Has fun & tries to be creative. </li></ul><ul><li>delete messages we don’t like. </li></ul><ul><li>just link to press releases. </li></ul><ul><li>criticise or dismiss anyone </li></ul><ul><li>leave our profiles stagnant. </li></ul><ul><li>limit chances to take part. </li></ul>
  37. 38. Thanks for listening <ul><li>Twitter: </li></ul><ul><li>@whizzkidz </li></ul><ul><li>@robmdyson </li></ul><ul><li>Web: </li></ul><ul><li> </li></ul><ul><li> </li></ul>