Successful Social Media Marketing Campaign, 140 Characters at a Time


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Successful Social Media Marketing Campaign, 140 Characters at a Time delivered by Renee Alexander Hamilton to New Media Conventions on September 18, 2009 at the Cavalier Golf & Yacht Club in Virginia Beach, VA

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  • how many people have a personal myspace/facebook or twitter profileHow many have been active on any or all for more than 3 months?Active meaning once a day or multiple times a month How many of you are terrified of using these channels for your professional communications?Be honest
  • How many of you have attended a networking cocktail party?And of those, how many of you have found a great lead or contact that has helped your business through one of those events?Now, when you got to work on Monday, what did you plug into your spreadsheet, how did you report on the ROI of that event?Additionally, did you spend weeks, maybe months creating a solid plan of attack for that event?Who you are going to talk to, what you were going to say---what did your “Networking Gin & Tonic” flow chart look like?
  • Social Media is a cocktail party onlineYou may have heard it before and I am here to tell you that it is true.The good news is; if you have mastered the art of mingling and chatting and smiling at a party-you’ll do well on social mediaThe Bad news is; if you’re the guy or gal in the back of the room clinging to the wallpaper and your white wine, you may need to loosen up a tad before diving in.
  • Before we talk strategy, tactics & tools…let me tell you about myself and my relationship with Social MediaI have always been, at my core a relationship person. As a little girl I would entertain folks at restaurants and dinner parties and always wanted to help in serving them. The two fields I have operated in from the age of 16 were media by way of radio (on air and promotions) and restaurants Additionally I have always been an activist and volunteer for a large variety of organizations.In 2002 when I was opening a restaurant in Atlanta-I discovered Friendster. As I had lived in 3 states throughout my early twenties this was initially an amazing way to keep in touch with all of those people I had met along the way.In 2004 a new site was launched that allowed a ton of customization and fun applicationsThat site was called MySpaceI quickly realized this site was much more than a way to communicate with friends but was an awesome solution to having little or no budget for a website.Thus I began using MySpace to build websites for my restaurants, my personal art, my friends bands and my churches.Fast forward to Operation Smile
  • Operation Smile is an International Children’s Medical charity founded here in Hampton Roads in 1982 Teams of Medical Volunteers from around the world travel to developing countries and provide FREE reconstructive surgery to children born with cleft lip and cleft palateI came on board in early 2007 to help build a donor relations programWhen I arrived at Operation Smile the extent of their donor service was a tri-fold brochure sent to the potential supporter. Additionally the caller would not have been entered into our database system and therefore no follow up would have been madeOur thank you letters were lengthy and impersonal“Donor First Philosophy”We created all new letters and materials to enable our donors and supporters to better serve Operation Smile through fundraising and eventsWe built a Donor Relations call center with a focus on out-bound thank you calls as well as the original functions of inbound account servicesWe re-created how we used the database adding action notes for each call and using rich reporting for quality control and follow-upTo give you some perspective; in 2006 there were 13,716 actions recorded in our database and in 2008 there were 54, 786 actionsEach of these actions represents an interaction our team of 4 phone agents had with a donorSo in almost 2 years of very hard work and focus on our core constituents, we were able to understand how to best serve and honor our donors and supporters.
  • General StatsMore than 250 million active usersMore than 120 million users log on to Facebook at least once each dayThe fastest growing demographic is those 35 years old and olderUser Engagement Average user has 120 friends on the siteMore than 30 million users update their statuses at least once each dayMore than 8 million users become fans of Pages each day International GrowthMore than 50 translations available on the site, with more than 40 in developmentAbout 70% of Facebook users are outside the United States
  • While solid numbers on Twitter activity are not readily available the power of twitter is evident in instances such as The government asked Twitter to hold of on scheduled maintenance during the recent protests in Iran as the only way people were able to communicate was through Twitter Lance Armstrong recently brought a town in Switzerland to a stand still with his Tweet “”Hey Glasgow, Scotland!! I’m coming your way tomorrow. Who wants to go for a bike ride??” where 100’s of people showed up to the small town center ALL major and most local news outlets communicate through Twitter, offer exclusive news through Twitter and field news stories from viewers through the micro-blogging site
  • - Additionally people like @adventuregirl and @mattsingly who tweet on our behalf and have close to 1 mill followers
  • After Dinner one night I was using tweetdeck where I am able to search people mentioning Operation Smile {click}@adventuregirl-Stef Michaels who had spoken with one of our development team members about our organization tweeted our mission statement (in 140 characters or less)---she now has over 1 million followers--I responded with a thanks and asked if she had ever been formally involved with Operation Smile-she said no but the following day shared a touching story about a brother that had passed away at 9 months and who had a cleft palate-she became passionate about working with Operation Smile{click}Stef was scheduled to speak at TWTRCON the first Twitter for business conference and wanted to get us involved somehow-we had a call with their organizers and quickly partnered as the conferences partner non-profitClick
  • Modern Media was the company putting on TWTRCON-they offered their services for strategyWe quickly realized we wanted to do something really dynamic and innovative and that we couldn’t do it alone-but we couldn’t afford an agencyClickWe approached common knowledge an agency we were working with on some web design who offered the campaign strategy and design for free we created a goal based on 140 characters allowed in Twitter and 140 Smiles was bornclickWe needed prizes and marketing tools like postcards and t-shirts so we tweeted the needs-from those tweets we got donations fromClickVirgin americaClickThreadless-a super trendy, very popular t-shirt companyclickFlip Mino CamsClickLe colonial-even the venue where we held the launch party was brought to us by someone who saw us tweet
  • The last 6 months have brought us to a point of discovery where we now have a solid mission for our social media use, key objectives and methods used to reach those objectives.
  • Facebook “Summer of Smiles” $240 - $350 each week for the last 5 week. Total earned to date=$1450 not counting what come through the main website as we have seen some use that donation method.
  • Key Mentions: Popular Bloggers, Huffington Post/Scarlett JohansenLeads: 140 Smiles, Demi Moore, Kodak, Venues for events
  • Successful Social Media Marketing Campaign, 140 Characters at a Time

    1. 1. Social Media + ROI<br />Renee Alexander Hamilton<br />
    2. 2. Did you know?<br />
    3. 3. Photo Credit:<br />
    4. 4.<br />
    5. 5. About Me<br />
    6. 6. About Operation Smile<br />
    7. 7. Integrating Social Media<br />
    8. 8. First Steps<br />We spent 6 months listening, researching, communicating <br />and testing.<br />We learned that our supporters are there, they are engaged and ready to take action.<br />
    9. 9. Exploring the Channels<br />Did an informal audit of our online presence<br />Decided to focus primarily on two channels<br />Continue to maintain multiple channels and remain on the look-out<br />Currently Utilized Channels<br />Primary: Facebook, Twitter & Linked IN<br />YouTube & Flickr as a resource to other networks<br />MySpace and others moderately<br />
    10. 10. ALERT!<br /> Social media is a paradigm shift into relationship marketing, NOT an adoption of technology or specific tools. The channels will change but the methods of conversation and communication will will remain the same…it’s about the SOCIAL not the MEDIA!<br />
    11. 11. WHY?<br /> We already had a strong following on Facebook and that is where the majority of social media users, across a variety of demographics live online.<br />Using Facebook<br />
    12. 12. Our Fan Page has<br />5,701 Fans<br /><ul><li>We post daily to stay current on users “wall”
    13. 13. seen by our fans + their avg. 120+ friends
    14. 14. We post news, updates photos, links, video
    15. 15. E-mail directly to fans inbox weekly</li></li></ul><li>Our Cause Page Currently <br />has 39,260 Fans<br />And has raised $7,875<br /><ul><li> We accept donations through Network for Good
    16. 16. Create fundraising goals
    17. 17. We email directly to fans weekly
    18. 18. Avg. 300 new fans each week</li></li></ul><li>Why?<br />Twitter has been generating the most buzz, particularly in the entertainment and technology sectors so we saw this as a channel that would allow us opportunities to be early adopters and position us well with trend setters and decision makers.<br />Using Twitter<br />
    19. 19. Current # of Followers: 4,070<br />Twitter Reach: 26,000 –<br />1, 020,000 daily<br />We constantly monitor Twitter, Searching on key words to identify conversations about us, clefts, our competitors etc.<br />…………………………….…………………………………RT<br />We test strategy for how to engage and increase our number of followers including message tone, style and content.<br />……………………………………………………..…………RT<br />We Tweet relevant information, news and interesting links, appreciation to followers and donors, and lastly asks or fundraising engagement. …………………………………………………………………RT<br />Constant messaging and monitoring has led to new grassroots fundraisers, increased donor service and the 140 Smiles campaign.<br />………………………….…………………………………RT<br />
    20. 20. About the Campaign:<br />Worked with<br />Programs to get<br />Campaign specific<br />Image from<br /> a mission!<br /><ul><li> Completely planned and promoted through Twitter
    21. 21. Design and Strategy donated by Common Knowledge
    22. 22. Planned & Executed in 30 days</li></li></ul><li>
    23. 23. <ul><li> Est. $75k in donated goods and services; all received through leveraging Twitter
    24. 24. Over $11,000 raised with an anticipated $28k+ to come in from TwestivalSF
    25. 25. Created long term opportunities with major brands, tech celebrities and companies</li></li></ul><li>“Mobilize and empower online supporters of Operation Smile through social media to create new smiles for children around the world.”<br />Create Your Social Media Mission<br />
    26. 26. Objectives to achieve the mission:<br /><ul><li>Objectives
    27. 27. Contribute to building online brand awareness of Operation Smile
    28. 28. Acquire and cultivate online advocates, volunteers and donors
    29. 29. Employ Social Media as a donor service & engagement tool
    30. 30. Share the Operation Smile cause through online communications
    31. 31. Leverage Social Media as an integrated component of direct response fundraising campaigns and development initiatives</li></li></ul><li>Three Methods to fulfill our objectives<br /><ul><li>We are using Social Media in three primary ways to reach these objectives</li></ul>Donor Engagement/Service Tool<br />Communication/Information Tool<br />Fundraising Tool<br />
    32. 32. “Operation Smile, thank you for reaching out to me and allowing me the chance to become an advocate for you in honor of baby Liam”<br /> - Kate Mack who established a One Smile page after we saw her tweet that her friends baby was born with a cleft<br />1. Donor Engagement/Donor Service Tool<br />
    33. 33. Donor Engagement/Donor Service tool<br />Using search tools to find people talking about us; respond and engage<br />Identify potential supporters i.e. parents of children born with cleft and introducing them to the Organization<br />Bring focus to supporters and donors and show how we value and include them<br />Identify potential Brand, Celebrity and Strategic partners for Operation Smile<br />
    34. 34. Donor Service in Action<br />Direct Customer Service: Direct Mail complaint through Twitter<br /><ul><li>Resulted in a second donation from disgruntled donor
    35. 35. Addition of 4 followers on Twitter who also clicked through to the main site and reportedly donated</li></ul>Turning a negative into a positive: NYC Prep<br /><ul><li>Negative tweets questioning the organization
    36. 36. More than 15 young people inquired about starting student clubs
    37. 37. Generated over 200 new cause fans on Facebook </li></ul>*Our goal is to be able to track these acquired fundraisers and donors in the future to determine long term value.<br />
    38. 38. 2. Communication/Information Tool<br />“I used to donate to (competitor) but Operation Smile really tells me about the children I want to help”<br /> - Tweet from @maressaz<br />
    39. 39. 2. Communication, Information Tool<br />Updates from missions<br />Statistics and reports from missions<br />Links to news and personal blogs about Operation Smile<br /> Links to video, photo streams and main website<br />Ability to respond, address and promote news items in real time<br />Increase Market awareness<br />
    40. 40. “Social Media is about long term engagement and relationship building. While it’s not a direct fundraising tool, the value and benefit to your organization is immeasurable”<br />-The Agitator<br />3. Fundraising<br />
    41. 41. 3. Fundraising Tool<br />Testing monthly and/or quarterly fundraising campaigns<br />Encourage grassroots fundraising<br /> Provide resources and support<br /> Enhance Development and Cause Related Marketing efforts by offering additional promotional support<br />
    42. 42. Social Media Value<br />
    43. 43. Social Media Metrics + ROI<br />Social Media ROI<br /> (Relationships, Opportunities, Involvement)<br />Social Media as a relationship building tool to increase Brand Loyalty<br />Unique opportunities are creating using Social Media tools<br />Increased donor involvement with Operation Smile<br />
    44. 44. Social Media Metrics<br />We set monthly goals and track the following metrics:<br /># of friends, fans, followers [3/09-7/09=14,633]<br /># of referrals from social media channels [3/09-7/09 over 5k]<br />$ raised [3/09-7/09 over $16k through]<br /> Key mentions <br /> Leads generated<br />
    45. 45. Questions<br />?<br />
    46. 46. Thank You.<br />Connect with me:<br /><br /><br /><br /><br />