IUM BLUE TEAM - Charity water!!!

1. IUM Blue Water: Water For
Everybody
Social Media Contest
International University of Monaco
May 17th 2013
Social Media Strategy Course
Elie Beaini, Benny Dihl, Ariane Dreyer, Patricia Heydemann

2. Agenda
• The Team
• Community
– Competitors
– Partners
• Strategy
– Objectives
– Platforms & Reasoning
– Content & Purpose
• Social Media Presence &
Monitoring
– KPI’s
• Outcomes
– Success & Improvements

3. The Team
Contributors - Benny Dihl Dispatcher - ElieBeaini
Community Manager - Ariane Dreyer Watchers - Patricia Heydemann

4. Competitors
• Social Media Contest Teams
– Red, Green, Pink IUM Team
• Consideration List of Charity Programs
– UNICEF
– Red Cross
– Pink Ribbon: Against Cancer
– Etc.
• Monetary Competition “Rivalry for the Dollar”

5. Partners
• International University of Monaco
• Charity Water
• Charity Supporters
– Worldwide, but especially in Monaco
• Our Community
– Followers on FB, TW, Pinterest

6. Community Map
MindMap Community of IUM BLUE TEAM

7. Overview: CommunityMindMap
MindMap Community of IUM BLUE TEAM

8. Strategy
Where? What? Who? How much?
Facebook Videos, Pictures and
Information on: International
University of Monaco
•Master Programs
•Monaco Sustainability
•Charity Water
Water Charity Supporters,
Friends and Family
•250 Followers
•Interaction Rate > 15%
Twitter •Pinterest Pictures
•Facebook Interlinkage
•Pictures and Hashtags
•Link to donation page
•Same content as FB
Water Charity Supporters,
Friends and Family, Twitter
Community
•250 Followers
•Interaction Rate > 15%
Pinterest 4 Pinboards for Pictures to
the following content:
Water, Safe Childrens Lifes,
Our Team, Africa, Inspire for
Change
•Direct links and explanation
to our charity purpose
People interested in pictures
about children, water, Africa
or quotes
• 250 Followers
•Interaction Rate > 15%

9. Strategy - Objectives
• Objectives
– Raise awareness of the International University of
Monaco
– Online Recruitment of potential Charity supporters
through this contest
• Contribute 6,500$ to Charity Water by this social media
contest
– Social Media Presence
• Goal #1: Interaction rate above 15%
• Goal #2: Followers above 250
– Retention and Interaction with our community
• Goal: “Spreading the word”

10. Strategy - Social Media Platforms &
Reasoning

11. Facebook Page (Awareness &
Retention)
Create a community
between the charity lovers
that will help to push the
project further
Inform about the project and
its objective (reason why we
are here)
Raise Awareness
on IUM, Charity
Water
Get instant feedback
from community
Interact with existing
community and keep
them informed on the
project
Makes the project
alive and Interesting
to our community
Have a call for action messages
to push the community to like
share and donate/they will act
as ambassadors

12. Twitter - Interaction
Raise Charity Fund
with call for action
messages
Inform
current followers
about next steps
Create a strong relation
Get instant feedback
from our community
and answer their
queries
Increase awarness
toward IUM, our project
and its benefits
Push our community
to retweet and share
our content to increase
reach
Keep the project alive
with constent tweets
and info sharing

13. Pinterest
Visual inspiration for our
Twitter and Facebook
accounts
To Increase an indirect way
awarness toward IUM, our
project and its benefits
Connecting our project to
related topics
Expending our
community based on
related topics
Create emotions through
visula content
Facilitate the donation
process/directed just by
clicking on the image
Combining call for action
messages with attention
getting images to
increase reach

14. Strategy – Content & Purpose
• Pictures
– of Charity Water Projects
– UNICEF “Call for Action” about water projects
• Videos
– Success Stories of Charity Water Projects
– Stories of other fund raisers
– On International University of Monaco
• Information
– on the Master Programs at IUM
– Water Illnesses & Countries of Needs
• Call For Action Messages to donate

15. Social Media Presence & Monitoring
• Facebook
– Likes: 210
– # of Posts: 22
• Twitter
– Followers: 346
– Following: 1481
– # of posts: 31
• Pinterest
– Followers: 188
– Following: 1119
– Pins: 741

16. Facebook

17. Facebook
• 64% of all our followers are females.
• Our main target are between 18-44 years old.
• Ration of interaction : 14%
• The strongest nationalities are:
– USA
– Libanon
– France

18. Twitter

19. Twitter
 Interaction rate: 23%

20. Pinterest

21. Pinterest
 Within the Pinterest platform we decided
to rise our community awarness.
 To do so, we pinted 20 pins every day to
each of our 5 bordds.
Our message:
 Please help us reach our goal of helping
people get access to water by clicking on
http://my.charitywater.org/ium-blue-
team and make a donation-even a small
one is very much appreciated! Elie, Benny,
Ariane and Patricia.
 Ratio of interaction: 16%

22. KPI’s
KPIs Twitter Facebook Pinterest
Interaction Rate 23,4% 14,3% 16,8%
Followers 346 210 188

23. Facebook

24. Outcome: Snapshot of Success
• Raised awareness on IUM & Master Programs
• Interaction rate above 15%
– Reached for Twitter and Pinterest
– Almost met by Facebook
• More than 250 Followers at Twitter

25. Improvements
• Interaction Rate of
Facebook too low
– More frequent posts, and
call for action in the next
weeks
• Increase Community
Followers on Pinterest and
Facebook
• Raise more money within
the next three weeks
– Stronger call for action!

26. Conclusion
• Continue the good work within the next two
weeks
• Raise more money for Charity Water
• Increase Interaction Rate for Pinterest and
Facebook

27. Thank you for your Attention!!!
Your IUM Blue Team!