Credit Valley Case Study: First 6 months
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Presented to #HumberPR as an example of comm planning in the digital, healthcare space.
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Credit Valley Case Study: First 6 months
- 1. Building a Community of Supporters: Social Media Strategy Bianca Freedman, The Credit Valley Hospital Foundation
- 2. The Opportunities To be a leader To use benefits of new technology to engage supporters To better understand our audiences To customize media outreach with little cost
- 3. The Goal To cultivate fundraisers, not just donors We’ll call them supporters. Short term: build and engage audiences Long term: generate revenue
- 4. Objectives: To Increase... + Be industry leaders.
- 5. What can we measure? Brand recognition: # of mentions, RTs Mentions: # of blog mentions Audience : all platforms Outreach: total # of posts: all platforms Community Education & Awareness
- 6. What can we measure? Feedback: # comments, likes, RTs : rate which posts/articles get best responses Pulse-check: poll audiences in real-time on key messages, campaign tactics Sentiment: gauge tone of comments Understanding of our audiences
- 7. What can we measure? Participation: Content Creation: # of guest blogs by CVH staff Joiners: # of CVH, CVHF staff on Facebook, Twitter Education: gauge internal buy-in at staff meetings (qualitative) Internal Brand Connection
- 8. What can we measure? Lead generation: traffic to website New donor acquisition: # fans/followers who are not donors Online donations: $ amount given online: emerging patterns Online Donations
- 9. Guiding Principles This is the beginning Story telling gives context before ask Engaging content enters hearts & minds Relationships build trust
- 10. Key Strategies Person behind the brand High level of content variation Blog is content hub Share campaign messages 1st Call to action at 1 year Health info: hook
- 11. Target Audiences Current CVHF supporters who are online Families living in catchment area that are also online CVH staff online Teens, young professionals who are typically not supporters
- 12. Audience Comparison Typical donor is 35+, slightly skewed female, University educated, combined income $80 K Typical Facebook user is 34, skewed female & highest per-capita usage is in Canada
- 13. Key Messages Lifetime of Care Campaign messages +Share your experience with us +Share our stories with friends +Daily stewardship: thank you! +Your opinion is important to us
- 14. Tactics: Highlight Join our Community!
- 15. Tactics: Highlight : Twitter & FB Online + Offline: “tweet-up” tour of new wing Inside the Foundation: blog series Video : New Lives at Credit Valley Fan photos Hockey ticket giveaway
- 16. RT’d X 10 Potential twitter reach: 4500+ Facebook shared X 5 Potential FB reach: 2500+ Total 7,000+ 24 hours Storytelling...
- 17. Storytelling...
- 18. Storytelling... Blog traffic: doubled avg./day in 2 hours 50% Direct traffic 50% Referral sites 245 Page views, 24 hours
- 19. Storytelling...
- 20. Benchmarks – How are we doing?
- 21. What about dollars? First ask: September 2010 Story: Dr. Zajdman & Daniel Tram: online audiences know about it Multi-platform: Daniel featured in direct mail piece & radio ads Ask fans/followers to purchase piece of lifesaving equipment: goal $2,000