1. Social Media Basics I: The Engagement Effect
A Study for UK NFPs
Actual Brand Journeys | Case Studies
Lexie Mendelson
Strategic Development Director
www.webjam.com
February 2012
@webjamdotcom
@lexielexie2
bizdev@webjam-ltd.com
(c) 2010 Webjam Ltd - Confidential

2. Who is Webjam?
• Market-leading solutions provider for Enterprise Social Media based in Central
London. Webjam equips your teams to find and share knowledge and expertise –
working together to achieve more.
• 2010 awards include two internal communication nominations for social media
Intranets plus awarded in the top 10 for innovation and creativity in social media
• You can focus on your core business Webjam’s team of experts are your innovative
technology partners, at the cutting edge of research and development, ensuring that
we deliver you the competitive advantages in productivity, social media and
innovation.
• Webjam delivers full customisation for your business needs – uncomplicated to install
and run – Webjam is your innovative technology partner, allowing you to build your
cutting-edge website with full social functionality without technical knowledge or
external resources.
(c) 2010 Webjam Ltd - Confidential

3. How do we fundraise in an economic downturn?
“73% of Charities in the NE are experiencing a
decrease in funding with an estimate of 23% potentially
closing in the next 12 months...
...statistics from August show direct debit cancellations
are at their highest since records began“*
*Visceral Business Presentation The Charity Social 100 Index – Jan 4 2012
How Engagement will affect your
(c) 2010 Webjam Ltd - Confidential

4. Social Media helps raise awareness & engagement
2012 Research Reports
“ Despite the usage of social media amongst most charities, [and the]
opportunities for collaborative networking and developing the lifetime
value of supporters through social relationships, many charities are not
creating fully integrated communities of purpose as social organisations”
“Many [charities] don’t have a strategy to actively engage with and grow
communities of interest as integrated networks, and social media is mostly
a conventional marketing initiative being delivered through new channels.”
The Visceral Business Presentation, The Charity Social 100 Index, Jan 2012
(c) 2010 Webjam Ltd - Confidential

5. Webjam Survey of Centrepoint CRM Clients
A corporate belief that engagement is important:
“47% say it is high on their list to improve
engagement ”
“70% say engagement will improve opportunities to
listen to member/fundraisers”
“67% say it will improve openness and collaboration”
“56% want to create a strong brand presence”
How Engagement will affect your Business
(c) 2010 Webjam Ltd - Confidential Lexie Mendelson

6. A Glimpse at the Opportunity: Facebook 2010
Users do
connect with
a brand and
engage with
brand
activities
How Engagement will affect your Business
2010 Facebook global stats by DigitalSurgeons (c) 2010 Webjam Ltd - Confidential Lexie Mendelson

7. A Glimpse at the Opportunity: Twitter Global 2010
Users do
connect with
a brand and
engage with
brand
activities
How Engagement will affect your Business
(c) 2010 Webjam Ltd - Confidential Lexie Mendelson

8. Social Media is like the first day of school..
How Engagement will affect your Business
(c) 2010 Webjam Ltd - Confidential Lexie Mendelson

9. Social Media is like the first day of school..
THE
FIRST
DAY
IS
THE
HARDEST
Its
not
just
how
many
people
‘like’
or
‘follow’
you
that
makes
you
popular
its
what
they
say
about
you
behind
your
back
So,
how
did
I
find
that
image?
Actually...
How
did
that
image
find
me?
1. It
was
part
of
an
ar.cle
in
Psychology
Today.
A
website
that
I
do
not
visit
2. Someone
in
my
Facebook
network
read
the
ar.cle
on
the
Psychology
Today
website
and
commented
at
the
boAom
of
the
ar.cle
3. Someone
in
her
network
coincidentally
also
read
the
ar.cle
in
Psychology
Today,
and
then
saw
her
comment
4. This
person
then
posted
the
ar.cle
onto
Facebook,
tagging
the
person
in
my
network,
who
commented
again
in
her
facebook
feed...
5. ...
So
I
saw
the
image,
and
the
associated
ar.cle
on
the
Evolu.onary
Mismatch
of
Schools
Today
How Engagement will affect your Business
(c) 2010 Webjam Ltd - Confidential Lexie Mendelson

10. Social Media is like the first day of school..
How Engagement will affect your Business
(c) 2010 Webjam Ltd - Confidential Lexie Mendelson

11. It’s MY Facebook newsfeed
Anything that ends up in MY Facebook feed better be
of interest to ME, if not I’ll remove it....
 Don’t only measure your efforts by ‘fans’ & ‘followers’
 Measure by viral activity (likes, shares, retweets..)
 How many people actually see and pass on your message
Read this for step-by-step instructions on how to use Facebook
Insights and measure your engagement
http://www.socialmediaexaminer.com/how-to-measure-your-facebook-
engagement/
How Engagement will affect your Business
(c) 2010 Webjam Ltd - Confidential Lexie Mendelson

12. Make it easy for your content to go viral
Take a look at your own FB newsfeed and learn..
 How to contextualise, & therefore personalise
 The benefits of providing a timeline of promo content
 Why aggregating & promoting the small contributors in
your community is just as important as the big
 Why you need to listen to your community & react quickly
to leverage every opportunity
 Social media is a resource, be there to answer
How Engagement will affect your Business
(c) 2010 Webjam Ltd - Confidential Lexie Mendelson

13. They will change your message. This is good!
Happy World Cancer Day!
“Somehow happy seems like a
misnomer here.”
Stupid Cancer
“My new favourite website.”
Seen by 321 friends
 If liked or reposted could appear in 300
friend’s newsfeeds, and therefore seen by X
more friends (if 10% @300 then 9,000)
 Personalisation by the poster provides
greater relevance
 Message is already contextualised, I know
this person, I care about cancer
(c) 2010 Webjam Ltd - Confidential

14. Initiate timeline content for increased engagement
Seen by 370 friends
 Each posts includes JustGiving page
18
August
3
September
11
September
I’ve
signed
up!
7
days
unEl
I
ride!
The
day
of
the
race!
How Engagement will affect your Business
(c) 2010 Webjam Ltd - Confidential Lexie Mendelson

15. Aggregate & distribute content to engage
4 different Down Syndrome stories, 4 different sources, none related to a charity.
A missed opportunity.
Seen by 185 friends
 Find and promote all associated causes
and news
 From the small blogger to headline
news feeds
 This builds a variety of content for
distribution
 Leverage their content/passion for your
organisation
 Creates greater awareness – win win!
Major Missed Opportunity
Target uses DS child in ads
Grabs media attention
How Engagement will affect your Business
(c) 2010 Webjam Ltd - Confidential Lexie Mendelson

16. Make sure you are listening: Missed Opportunity!
React quickly to opportunities to build awareness & fundraise.
 The original Target ad
The blog
that went viral
NBC Nightly News
MSNBC
ABC News
Hollywood Reporter
Washington Post
Adweek...
NO CHARITY MENTION!
www.noahsblog.com
How Engagement will affect your Business?
(c) 2010 Webjam Ltd - Confidential Lexie Mendelson

17. Social Media is used as a resource = Opportunity
Q: “Would like to sponsor a child. What’s the best charity to use?”
A: “Plan International for 8 years here. Recommended!”
Seen
by
248
friends
 Social Media is being used as
a resource
 Incredible opportunity for peer
referrals
 Encourage staff & volunteers
to use social media
 Train them
 Be there when a question is
asked
(c) 2010 Webjam Ltd - Confidential

18. Use Social Media Internally
Encourages its use Externally
 Social knowledge sharing
platform for employees
 Build their credentials
 Network with colleagues
 #hashtags are used for skills
and topics for collaborations
 15k of 23k employees use the
tool in 18 months
 Also use Social Media to
recruit
 Active in Social Media
Networks
(c) 2010 Webjam Ltd - Confidential

19. Network of Non Profits: Give to the Max Day
Many is stronger than 1, consider combining efforts with other NFPs
Minnesota Give to the Max Day
NFPs say, “..social media has also been critical to
leveraging their donor networks.”
 A network of 3,700 Minnesota NFPs
 24 hours, Nov 16th, 2010
 42,596 unique donors
 Collectively raised $10,041,021
 Used Social Media and other efforts
 Blog, FB, Twitter, YouTube
 Shared stories, news, innovation,
best practices
Tech partner Razoo.com built GiveMN.org platform
Use principals in the book The Networked Nonprofit
From blog by www.bethkantor.org December 10, 2010 with Jeff Achen of GiveMN.org
From Beth Kantor’s book, The Networked NonProfit
(c) 2010 Webjam Ltd - Confidential

20. Give to the Max Day: Minnesota Nonprofit Network
The Numbers
Donor Demographic
 81.9% female
 90.9% over 31 years old
 61% earn <$90,000 annual total household
income
Where did the traffic come from? How did GTTM support NFPs?
 Direct = 64,834  Focused on providing social media
 Facebook = 21,865 resources
 Twitter = 827  Email templates
 Linked from an email = 5,966  Content such as a video PSA for use on
 Linked from a website = 5,872 their homepages
 Other (search engines/news sites/etc.) =
31,128
(c) 2010 Webjam Ltd - Confidential

21. Give to the Max Day: Minnesota Nonprofit Network
The Numbers
Multiple answers accepted
Post event nonprofit survey Post-event donor survey
 55.4% social media worked best  77.1% heard about event from email
 83.1% email worked best from their nonprofit
 93.3 % of respondents said their  <20% heard about the event via
organization benefitted overall from Give television, radio, newspaper, Facebook,
to the Max Day Twitter and friends
 31% found it useful to be notified of
giving opportunities on Facebook or
Twitter
(c) 2010 Webjam Ltd - Confidential

22. Leverage Existing Events: RAF Benevolent Fund
Celebrate 70th Anniversary of Battle of Britain
in a 4 Month Social campaign
Creatives
 Daily news stories corresponded to same day in 1940
 5 fictional characters blogged, tweeted daily events from their
character’s point of view
Key objectives
 Position charity as young and dynamic
 Reach beyond the charity’s traditional supporter
 (70% supporters over 70)
 Build an engaging online community for the Fund
 Demonstrate the human impact of war
 Drive online donations
Strategy
 Content – dedicated author and historical consultant
 Promotions – harness existing interest in anniversary
 Engagement – each of 5 characters contentment is ‘owned’ by a
different member of the comms team
(c) 2010 Webjam Ltd - Confidential

23. Leverage Existing Events: RAF Benevolent Fund
Celebrate 70th Anniversary of Battle of Britain
in a 4 Month Social Media campaign
Outcomes
 Online donations: increased by 199% when compared to the same four
month period in 2009
 Data capture: we added over 1,000 contacts to our email list
 Reaching a younger demographic: data from Facebook Insights shows
that over 50% of our supporters are now under 45
 Building an online community: the 1940 Chronicle has created the
momentum for us to build a substantial and engaged online community
including 2,000 followers on Twitter and 16,000 fans on Facebook
(c) 2010 Webjam Ltd - Confidential

24. Putting a Spotlight on Social Behaviour
“We need a new way of looking at
charity and viewing it as an
enriching personal experience
and not simply a one-off or series
of transactions”
Behavioural Types
 Partners
 Influencers
 Participants
 Advocates
 Subscribers
 Likes
Think of the relevance of your
content to each Behaviour Type
Visceral Business, The Charity Social 100 Index, January 2012
e.g. The Dogs Trust on Twitter (and elsewhere) (c) 2010 Webjam Ltd - Confidential

25. Final note: Be aware of new trends in Social Media
 1.5M users
daily
 14+ minutes
on the site
 More referral
traffic than
Google+
Ignite Social Media Blog. Google Ad Planner Data January 24, 2012
http://mashable.com/2012/01/29/pinterest-retail-infographic/
(c) 2010 Webjam Ltd - Confidential

26. Pinterest.com: Is their demographic your target?
January 2012 Data
 64.5% USA
 3.2% UK
 35% Household income $25-$50k
 34% household income $50-$75k
 80% female, mostly 25-54
 76% haven’t completed University
 Top traffic driver for retail
Ignite Social Media Blog. Google Ad Planner Data January 24, 2012
http://www.appappeal.com/maps/pinterest/ Feb 13th 2012 based on Alexa
(c) 2010 Webjam Ltd - Confidential

27. In Summary
Awareness drives engagement and commitment
 Don’t measure your efforts only by ‘fans’ & ‘followers’
 Measure by viral activity (likes, shares, retweets.. )
 Think about how to allow personalisation
 Provide easy to ‘go viral’ content leading up to events
 Aggregate & promote the small & the big – win win!
 Listen and encourage everyone in your org to use social media
 Social media is a resource, be there to answer
 Leverage existing events
 Know social behavioural types and think about content
accordingly
 Not all new trends are for you, check demographics
How Engagement will affect your Business
(c) 2010 Webjam Ltd - Confidential Lexie Mendelson

28. Social Media Basics I: The Engagement Effect
A Study for UK NFPs
Actual Brand Journeys | Case Studies
Lexie Mendelson
Strategic Development Director
www.webjam.com
February 2012
@webjamdotcom
@lexielexie2
bizdev@webjam-ltd.com
(c) 2010 Webjam Ltd - Confidential