Leveraging Social Media for Social Innovation

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Michael Smith, Senior Vice President of Social Innovation,
The Case Foundation

During this session, Michael will explore the Case Foundation’s evolution from
a minimal online presence prior to 2005 to one of the leading nonprofit sector
voices working on the cutting edge of leveraging new technologies for social good.
Join us for insights, lessons learned, and best practices in social networking,
crowdsourcing, and online platforms.

Published in: Technology, Business
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  • Advertising- The Case Foundation uses different paid advertising platforms*Facebook ads and Google grantsPromotions- Holding contests and polls encourages user engagement on our Facebook page*Ex. The Case Foundation’s recent “Father’s Day Sweepstakes” and “MDS11 Survey” Father’s Day Sweepstakes: MDS11 Survey: - Reminds: always make sure to follow Facebook’s rules and regulations for contests (which can be found on their site)Variety of Content- We post a mix of informative content (“Check out our new blog post!” with lighthearted and simple posts (“How was your weekend?”)- We integrate our web resources onto our Facebook pageand mention our partnerships—following the idea that one social media form can’tstand on its own*Post links to our website, Twitter, or blog on our Facebook page*Mention other organizations with whom we have partnerships and request the same in return Ex. This past memorial day, we provided a grant to IAVA (Iraq and Afghanistan Veterans of America) to support their work on behalf of our veterans.
  • Strengthening our brandWe give the Case Foundation a personality and limitadvertisements (Ex. BBQ/Memorial Day Question)We generating interest about an event through Twitter (ex. #MDS11)Providing Customer InteractionWe encourage followers to tweet questions or comments, and retweet them or reply to them (ex. PandoProjects)Engaging with people talking in our fieldWe retweet relevant news to foster community and alert our followers about relevant Twitter accounts (ex. Waterforpeople)We use hashtags to find or start conversations related to our organization (ex. #MDS11, tweeting about Father’s Day Sweepstakes)
  • Why Did We Change?The past two years have seen dramatic shifts in the way we receive and share information- Content curation and aggregation*Between social networks, blogs and thousands of niche sites, the sheer volume of content being created across the web is impressive, but can also be overwhelmingRather than mostly focusing on our own content creation through our blog, our website can play a role in helping to cultivate the best content out there on “all things good”- Connecting our community*We recognized that we could be doing more to connect our Facebook, Twitter, LinkedIn, and other communities right on our site, while making sure visitors could benefit from the great conversations taking place in our social communities as well
  • What Did We Change?Our new site is a resource for anyone who cares about getting engaged and giving back to learn more about a range of social-good topics with the hope that many will be inspired to take action- “Learn More, Do More” Content HubsSocial MediaActive CitizenshipGood GivingCorporate Responsibility- Our BlogWith an increased focus on content curation and building a dynamic and interactive Case Foundation community across the web, we will blog less frequently. Our blog will continue to be a source of information on new programs, partnerships, and issues of great importance to our team—and we’re also pulling in feeds from Social Citizens and the Startup America Partnership blog, helping you stay informed on two of our key initiatives
  • Be Concise and ClearPost 80 words or less (27% increase in engagement)Full-length URL has 3x more engagement than bit.ly linkBe TimelyPost outside normal business hours (20% increase engagement)Thursdays and Fridays have 18% more engagement than other daysFollow SEO TacticsName your page exactly after your brand--the name is crucial because Facebook search is biased by exact matchUse full name and break into separate words (“The Case Foundation” rather than “CaseFoundation”)Ask for EngagementOutright ask for comments and include questions at the end of the post (15% more engagement than beginning or middle)
  • Leveraging Social Media for Social Innovation

    1. 1. Leveraging Social Media <br />for Social Innovation<br />
    2. 2. SOCIAL MEDIA<br />Create awareness<br />Communicate instantly<br />Cultivate supporters<br />Catalyze civic action<br />
    3. 3. COMMUNICATIONS<br />380,000+ followers (3x)<br />24,000+ fans<br />daily posts and series<br />livestream and recorded<br />
    4. 4. GETTING STARTED: TIPS<br />Give up control<br />Listen & share<br />Seek advice, help<br />Be consistent<br />Don’t be rigid<br />
    5. 5. ENGAGING ON FACEBOOK<br />Polls, quizzes and questions.<br />The Case Foundation…<br />Tries different advertising methods<br />Promotes through contests and polls<br />Posts a varietyof content and makes partnerships<br />Mom’s and Dad’s that give back<br />Celebrating Vets for Memorial Day<br />
    6. 6. ENGAGING ON TWITTER<br />The Case Foundation…<br /><ul><li>Strengthens our brand
    7. 7. Provides customer support
    8. 8. Engages with people talking about our field</li></li></ul><li> Why did we change?<br />Content curation and aggregation<br />Connecting our community<br />Photo by PC - MyShots@Photography|http://www.flickr.com/photos/pc-myshots-at-photography/2729871104/<br />
    9. 9. What did we change?<br />“Learn More, Do More”<br /> Our Blog<br />
    10. 10. VIDEO STRATEGY<br />Tell stories<br />Share mission<br />Educate others<br />Spotlight progress<br />
    11. 11. VIDEO & TUTORIALS<br />Original content<br />Tutorials<br />Interviews<br />On-location<br />Livestream<br />
    12. 12. $10,000 in grants<br />1,300 videos<br />24,000 votes<br />Expert panel<br />
    13. 13. CROWDSOURCING<br />Engage supporters<br />Encourage innovation<br />Leverage collaboration<br />Reach a wide audience<br />
    14. 14. Nearly 5,000 ideas<br />Majority took action<br />15,000 voters<br />Email, web pages<br />
    15. 15. OTHER CF EXAMPLES<br />
    16. 16. 105,000 donations<br />$2.1 million raised<br />Short window: 30 days<br />Social media tools<br />
    17. 17. CHALLENGES & PLATFORMS<br />
    18. 18. ONLINE GIVING<br />34.5% increase from 2009<br />Over 130 platforms<br />Leverage dollars<br />Encourage everyday giving <br />
    19. 19. GIVING PLATFORMS<br />
    20. 20. INVESTING IN PLATFORMS<br />$500 million<br />
    21. 21. WHAT’S NEXT?<br />Location-based<br />Crowdsourced content<br />Social gaming<br />Video<br />
    22. 22. APPENDIX<br />
    23. 23. BEST FACEBOOK CAMPAIGNS<br />Best Social Good Campaigns (Buddy Media and allfacebook.com)<br />Southwest Airlines (through "Places" app and with Make-a-wish Foundation)<br />Donated $1 every time a passenger checked into a Southwest-served airport (gained over 1 million fans)<br />Tyson Hunger Relief and the Moneterey County Food Bank<br />Donate 100 pounds of food for every new like <br />Timberland Earthkeepers Virtual Forest App<br />For every 5 virtual trees planted, Timberland planted a real tree. <br />Best Facebook Campaigns of 2010 (www.allfacebook.com)<br />Kohls Cares for Kids Facebook Contest<br />The top 20 schools that solicited the most votes on the companysfacebook page awarded $500K <br />Target<br />Allowed fans to determine to which organization $1 million donation should be made <br />Jack in the Box<br />For every new like, 5 cents was placed into a jar. Then the jar was randomly given to a fan. <br />Bing (through Farmville)<br />For every new fan, gave away Farmville currency<br />
    24. 24. BEST TWITTER CAMPAIGNS<br />Top 5 Non-profit Campaigns:<br /><ul><li>USA Today
    25. 25. Red Cross for Haiti
    26. 26. Charity: Water
    27. 27. Im Not A Pre Existing Condition
    28. 28. Twitter Autism Day</li></ul>Top 5 For-profit Campaigns:<br /><ul><li>Old Spice: The Man Your Man Could YouTube Like
    29. 29. Radio Shack
    30. 30. Irish Tourism
    31. 31. Ashton Kutcher vs. CNN vs. Malaria
    32. 32. Uniqlo</li></li></ul><li> MORE HINTS FOR FACEBOOK<br /> Be Concise and Clear<br /> Be Timely<br /> Follow SEO Tactics<br /> Ask for Engagement<br />Photo courtesy of vincos: http://www.flickr.com/photos/vincos/5195538730/<br />

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