Confessions of a Social Media Campaigner

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Part of the panel that Carie Lewis, David Neff and I had at the 2009 Nonprofit Technology Conference.

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Confessions of a Social Media Campaigner

  1. 1. Confessions of a Social Media Addict Danielle Brigida [email_address] www.twitter.com/starfocus www.twitter.com/nwf
  2. 2. <ul><li>I’m not really a campaigner. </li></ul><ul><li>I don’t have a budget. </li></ul>
  3. 3. I’m more of an internal consultant… <ul><li>Programs come to me to get their messages heard. </li></ul><ul><li>I don’t normally have a say in how the programs are designed. </li></ul><ul><li>I help them find the best avenues for their goals. </li></ul>
  4. 4. Example #1: Green Hour Helping parents and caretakers get their kids outdoors and connected to nature.
  5. 5. Goals: Increase Reach and Double Traffic Numbers <ul><li>Posted comments to blogs </li></ul><ul><li>Started using Stumbleupon.com </li></ul><ul><li>Actively engaged Twitter community </li></ul><ul><li>Submitted content to Kirtsy.com </li></ul>
  6. 6. Successes <ul><li>Doubled traffic - from 8,000 to 16,000 pvs. </li></ul><ul><li>Doubled email newsletter list from 2,500 to more than 5,000 (with 35% open rate). </li></ul><ul><li>Established relationships with influential “mommy bloggers.” </li></ul>
  7. 7. Why did this succeed? <ul><li>Took advantage of how social media allows you to target your marketing and pursue niche audiences. </li></ul><ul><li>We were campaigning about something we already had a bit of street cred in (connecting kids to nature). </li></ul><ul><li>We had realistic goals. </li></ul>
  8. 8. Example #2: Irreplaceable: Wildlife in a Warming World
  9. 9. Goal: Increase Search Engine Ranking <ul><li>Increased inbound links with social news sites ( Digg.com , Reddit.com ) </li></ul><ul><li>Used StumbleUpon.com to drive more traffic to the site. </li></ul><ul><li>Blogged about the site on external blogs : The Daily Green and Green Upgrader. </li></ul><ul><li>Started a Twitter account to tweet about events, animal facts, etc. </li></ul>
  10. 10. For low cost…
  11. 11. Inbound links are great for search engine optimization
  12. 12. Example #3: Danielle’s Good Neighborhood
  13. 13. Why did this fail? <ul><li>Lack of program support. </li></ul><ul><li>Program itself wasn’t entirely successful, even with traditional audiences. </li></ul>
  14. 14. Failing can be the best lesson!
  15. 15. Takeaways <ul><li>Do as much as you can with what you have </li></ul><ul><li>Be ready to spend time </li></ul><ul><li>Learn from “failures” </li></ul>
  16. 16. Questions? Danielle Brigida [email_address] www.twitter.com/starfocus www.twitter.com/nwf

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