Making the most of social media for charities, Dutch case studies for IFC - International Fundraising Consultancy - talk First Fridays. The Hub Amsterdam, September 2nd 2011.

1. Making the most of social media
First Friday, August 29th 2011

2. Khadaffi is upset!!11!
• Subtitle the tyrant

3. Why?

4. Brilliant huh?!
(1) Funny! Hilarious!
(2) Easy to share on
Facebook / Twitter.
(3) Did I mention funny?
(Although they forgot embed-code!)

5. About Remco Janssen

6. Specialist : corporate PR
for startups, social media
for corporates

7. Agenda
(1) Social Fundraising
(2) Influence – 6 laws
(3) Trust Barometer
(4) Awareness : AzG
(5) De Groene Sint
(6) Action : #giro555

8. Social Fundraising

9. Social Fundraising

10. Social Fundraising

11. Social Fundraising

12. Social Fundraising

13. 6 weapons for influence
(1) Reprocity
(2) Commitment
(3) Social Proof
(4) Authoritah
(5) Like
(6) Scarcity

14. Edelman Trust
Barometer

Trust shifts from
'authority' to 'peers' since
2003 (22%) - 2006 (68%)

But, since last year
'thought leaders' were
increasingly valued over
'peers' : 2010 (47%)

15. Edelman Trust

16. Artsen Zonder Grenzen

17. Artsen Zonder Grenzen

18. People shared!

3127 Twitter : 400.000

8560 Facebook : 1,2 m

1436 LinkedIn : 200.000

Total reach : 1,9 million

19. De Groene Sint

20. Action Hero

21. Share with your friends

22. Tag – with chocolate

23. De Groene Sint

24. Results

100.000 action heroes

89% on Hyves

1.500.000 shares with
friends

47,5% share of voice (from
5% in ten days)
Facts : Marketingfacts

25. Sustainable chocolate
letters 15 to 95%

26. More results

Seven big chains all 'green'

Bronze Effie Award

Media attention : off the
charts

Minister Gerda Verburg :
'Huge success!'

27. Hunger #giro555!

28. Twibbon #giro555!

29. Twibbon & donate now!

30. #twitterveiling

31. What is #twitterveiling?

Concept : Kaat Mossel (
@twitveiling)

Crowdsourced 'donations'

Amplified via social
networks

Viral buzz

32. Example :

33. For auction...

Claudia de Breij :
designerpumps

Club costume Louis van
Gaal

Autographed Ajax Shirt

34. Amazing results!

700 tweets per hour!

Millions of euros worth in
media attention

Almost 24 million donated

Twitter Auction : 24.000
euro

35. Media pick up

36. Only.... 2000 friends...

37. Only.... 2700 followers...

38. Massive Klout-score

39. What to do?

Create magnificent
content

Create stuff people want
to amplify (facilitate)

Reach=donations?

Repeat – or try again

40. Thin line...

41. Thin line...

42. Thin line...

43. Thin line...

44. Thin line...

45. Thin line...

46. Thank you so much!

47. De Groene Sint