Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Case studies for the Institute of Fundraising
1. CASE STUDIES IN
SOCIAL MEDIA
RESEARCH:
HOW ORGANISATIONS
CAN BENEFIT FROM
SOCIAL INTELLIGENCE
KEVIN SAVAGE
@K9SAVAGE
@TRUFFLENET
2. MARKETING (and Market Research) HAS BECOME A BIT
COMPLICATED …
Marketing
1980s
Marketing
2012
http://www.goingsocialnow.com/assets_c/2009/10/1-advertising+2009-726.php
7. STREET FUNDRAISERS - UK
Understand
“Sometimes when walking markets
through town I'm not
listening to music but I
still wear my headphones Evaluate
just so chuggers won't campaigns
annoy me.”
“A #Chugger is paid £8- Reputation
£10/hour next time they management
approach you tell them
to quit their job and the
#charity will make over
£50/day”
“6 chuggers avoided on
the way from the bus to
the office this morning -
that's an average of 2 per
minute!”
9. STREET FUNDRAISERS - UK
Then and now …
Nov-12 Strongly positive
Positive
Neutral
Jul-11
Negative
Strongly negative
0% 20% 40% 60% 80% 100%
Opportunity to
influence the
conversation?
Street/face to face fundraisers
vs “chugger” …
Strongly positive
Formal terms
Positive
Neutral
Chuggers Negative
Strongly negative
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
10. STREET FUNDRAISERS - UK
Security risk (personal/banking…
Doorstep chugging Opportunity to
influence the
Transfer of street fundraising to… conversation?
Chuggers using ipads instead…
Workfare scheme and charity…
How chuggers are paid
Inconvenience Chuggers
Formal
Ways to avoid chuggers
Posts by street fundraisers
Aggressive/innapropriate tactics…
Comedy sketches about chuggers Impact of new
legislation?
General negative comments…
Legal restrictions
0 2 4 6 8 10 12 14 16 18 20
11. STREET FUNDRAISERS - UK
Legal Restrictions
New legislation
Universal ban is having an
impact …
Chuggers flouting restrictions
Public Fundraising Regulatory
Association
… but many
Voluntary code of conduct insufficient feel it needs to
go further
Restrictions by local government
Implementing standards
Total bans by local government
0 1 2 3 4 5 6 7
12. STREET FUNDRAISERS - UK
there is very little
negative sentiment
towards the charities that
use chuggers
“if I remember rightly, a
signature costs the
charity about £100. It's the
chugger company (not a
charity) that are the
bastards.”
13. RESPONSIBLE DRINKING - UK
Understand
markets
Evaluate
campaigns
Sidestepping
sarcasm Reputation
management
Using peer
pressure
14. FILM LAUNCH - UK
Understand
Understand the potential
audiences
audience - reaching
beyond the usual suspects
Evaluate
Campaign evaluation – campaigns
what resonates and what
doesn’t? Find
influencers
Drive awareness and
interest, and generate 228%
online buzz
Achieve 228% of target
revenues with very small
budget
15. ADVANCED BREAST CANCER STUDY – LATIN AMERICA
Understand
6 markets
Find
influencers
Evaluate
campaign
Findings & Outcomes
1. Recommendations for a strategic opportunity for
the client to support and engage with patients
and caregivers
2. Appropriate use of language showing the
greatest empathy, based on language used by
commentators and therefore ensuring
successful engagement with patients and
caregivers
18. THE QUESTIONS
Who? Share of
What? voice
How
many? Content Penetration
type
When? Engagement
Sentiment
Actions
Where?
Audience
Interests Share of
mind
19. TIPS
Measure what you can influence
Computers don’t understand sentiment
Develop hypotheses, test ideas
Don’t be wrong for long
21. LIVERPOOL CITY COUNCIL - EVALUATING ECONOMIC
IMPACT
The scenario
A major cultural event in Liverpool over 3 days at
Evaluate
Easter campaign
Necessity of demonstrating economic impact of the
event
Danger that local disruption it caused (including
rescheduling Premiership football) turned off locals
What Trufflenet did
Tracked social media conversation before, during and
after the event
Dug into conversations to find out who people were
going with (relatives, friends, guests) and where they
were from
Identified reasons to attend
Presented findings to workshop
Outcomes “The event exceeded our expectations
Showed good ‘pull’ of visitors from beyond NW and Trufflenet’s analysis helped us to
Demonstrated that marketing had been informative better understand how to tweak
campaigns nearer the event.”
over engaging Kirsty Connell, Liverpool City Council
Found post event generated more enthusiasm than
pre event
