The document discusses best practices for using social media to maximize impact, including lessons from UNICEF and charity: water on using social media for marketing, fundraising, and measuring social impact. It provides examples of how UNICEF uses social media monitoring as a research methodology to understand perceptions in real-time and engage with millions of users. The presentation also outlines challenges like developing compelling content and linking social media efforts to business results.

1. @SFDCFoundation
/Salesforce.comFoundation
@SFDCFoundation
/Salesforce.comFoundation
Maximizing Your Impact
with Social Media
Lessons Learned with
UNICEF and charity: water
May 8, 2013
AdvertiseListen Publish

2. Featured Presenters
Miriam Weidner
Product Marketing
Marketing Cloud
Sebastian Majewski
Impact and Analysis
Coordinator
UNICEF
Paull Young
Director of Digital
charity: water

3. Agenda
• Marketing Cloud Overview
• charity: water-Social Media Best Practices
• UNICEF-Measuring Social Impact Using Social Media
• Q&A

4. Safe Harbor
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5. Social Media Has Changed Marketing Communication
Forever
Engaging
Transparent
Targeted
Unsolicited
One to many
Untargeted
The Largest Shift in 60 Years
Old Way New Way

6. Social Media Value for Non Profits
• Grow Community
• Find Influencers
• Recruit Volunteers
• Increase Donations
• Connect With Like-
Minded Organizations
5/9/13
• Promote Events
• Manage Reputation
• Be A Resource
• Uncover Community
Insights

7. Fundraising Trends and Opportunities
2X
Source: M+R and NTEN

8. People Expect Non-Profits to Engage In Social
Source: M+R and NTEN

9. Challenges With Social
Don’t Know
Where to Start
Lack Compelling
Content
Not Integrated with
Sales & Service
55%
of CMOs find it
hard to link social
to sales
150MM
Brand
Conversations
Daily
35%
of CMOs
overwhelmed creating
fresh content
Sources: Twitter
Chief Marketer 2012 Social Marketing Study
IBM from stretched to strengthened
Team Efficiency, Collaboration and Measurement
Create Awareness
that Drives Leads
+1.2b
People on Facebook
and Twitter

10. #1 in Social Marketing
#1 in Social Listening #1 in Social Publishing #1 in Social Advertising
Listen Publish Advertise

11. We Help you Measure and Achieve Results
Understand Your
Customer
Create
Content Marketing
Drive Business
Results
Increase in sales for
Gatorade
+59%
Improved
Campaign
Effectiveness
75%
Reduced case
response time
for Symantec
10% 31%
More sales from
social sharing for
Body Shop
Sources: Datamonitor
Marketing Cloud research
Facebook & Datalogix
Symantec
Target & Optimize
Social Ads
+3X
ROI for
Facebook Ads

12. Wednesday, May 8, 13

13. END THE WATER CRISIS.
Wednesday, May 8, 13

14. REINVENT CHARITY.
Wednesday, May 8, 13

15. 800 MILLIONPEOPLE DON’T HAVE ACCESS TO
CLEAN, SAFE DRINKING WATER.
Wednesday, May 8, 13

16. Wednesday, May 8, 13

17. Wednesday, May 8, 13

18. Wednesday, May 8, 13

19. Wednesday, May 8, 13

20. HAND-DUG WELL. RAIN CATCHMENT. POND FILTER.
BIOSAND FILTER.SPRING PROTECTION.DRILLED WELL.
Wednesday, May 8, 13

21. Wednesday, May 8, 13

22. WATER CHANGES EVERYTHING.
Wednesday, May 8, 13

23. Wednesday, May 8, 13

24. INSPIRATION:
MOST IMPORTANT PART OF
OUR DIGITAL STRATEGY.
Wednesday, May 8, 13

25. “THERE ARE BRANDS OF TOOTHPASTE
PEDDLED WITH MORE SOPHISTICATION
THAN ALL THE WORLD’S LIFE SAVING CAUSES.”
- NICK KRISTOF
Wednesday, May 8, 13

26. 1.3 million followers 65,000 followers242,000 likes
Wednesday, May 8, 13

27. Wednesday, May 8, 13

28. Wednesday, May 8, 13

29. Wednesday, May 8, 13

30. MYCHARITYWATER:
MAKE OUR STORY, THEIR STORY.
Wednesday, May 8, 13

31. Wednesday, May 8, 13

32. $
RAISE
INFLUENCE
Wednesday, May 8, 13

33. Wednesday, May 8, 13

34. Wednesday, May 8, 13

35. Wednesday, May 8, 13

36. Wednesday, May 8, 13

37. Wednesday, May 8, 13

38. Wednesday, May 8, 13

39. Wednesday, May 8, 13

40. SEE YOUR IMPACT:
DIGITAL CUSTOMER EXPERIENCE.
Wednesday, May 8, 13

41. Wednesday, May 8, 13

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43. Wednesday, May 8, 13

44. Wednesday, May 8, 13

45. Wednesday, May 8, 13

46. Wednesday, May 8, 13

47. Wednesday, May 8, 13

48. QUESTIONS?
@PAULLYOUNG
@CHARITYWATER
Wednesday, May 8, 13

49. 1
1
Maximizing Your Impact with Social Media:
Lessons learned with UNICEF
Radian6 Webinar: 08.05.2013
Speaker: Sebastian Majewski - @sebmaje

50. 2
2
Social Media
Monitoring as a
research methodology

51. 3
3
The Challenge: Information is delivered in knowledge chunks.

52. 4
4

53. 5
5
The Monitoring Approach
• Social media conversations offer the richness of qualitative research
and the sample sizes of quantitative research in real time.
• How do we detect digital smoke signals?

54. 6
6
Types of monitoring

55. 7
7
Evidence-based Marketing:

56. 8
8
Rules are changing:
The understanding of
perceptions is nuanced.

57. 9
9
Men
tend
to
be
more
concerned
with
topics
that
focus
on
the
bigger
picture.
Women
tend
to
be
more
concerned
with
granular
topics,
focusing
on
direct
cause
&
effect.
59%
58%
54%
51%
48%
42%
41%
37%
41%
42%
46%
49%
52%
58%
59%
63%
Developmental
DisabiliEes
Unnecessary
Side
Effects
Chemicals/Unnatural
Distrust
Government/
Industry
Religion/Ethics
Efficacy
Western
Plot
Female
Male

58. 10
10
Rules are changing:
Social Media triggers
Traditional Media.

59. 11
11

60. 12
12
hTp://youtu.be/ZMD1R4uSrCU

61. 13
13
Rules are changing:
The need for real time
engagement.

62. 14
14
Need for real-time engagement.

63. 15
15
Future Challenge:
How can we engage with
millions of users
in real-time?

64. 16
16
Thank you for your attention.
Sebastian Majewski
Impact and Analysis Coordinator
UNICEF - Social and Civic Media Section
Twitter.com/sebmaje