War Child - Social Media and ROI
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Presentation by James Topham of War Child Canada and David Jones of Hill & Knowlton Canada at Advanced Learning Institute Conference, April 29
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War Child - Social Media and ROI
- 1. Raising a Social Media Army to Fight for Child Soldiers Presented by: James Topham, War Child Canada David Jones, Hill & Knowlton Canada
- 2. War Child Canada • Programs are focused on: – Education – Strengthening children’s rights – Reducing poverty – Fostering self reliance • Supporting to communities in: – Afghanistan – Sudan (Darfur) – Uganda – Democratic Republic of Congo – Ethiopia – Sri Lanka – Georgia
- 3. War Child & Social Media
- 4. Camp Okutta - Viral Success
- 5. Help Child Soldiers Fight
- 6. Can Lightning Strike Twice?
- 7. Can Lightning Strike Twice?
- 8. The Program
- 9. Objectives Generate awareness and engagement for War Child Canada • Camp Okutta was the benchmark • Get signatures on the e-petition Establish a War Child presence in social media • Commitment beyond the campaign Drive donations • Money talks
- 10. Digital Footprint: SMNR Objectives • Digital news hub • Integrated in WC site • Integrated with Facebook • HQ for blogger outreach
- 11. Digital Footprint: Facebook Objectives • Spread awareness • Drive to petition • Empower the fans
- 13. Blogger Relations Objectives • YouTube video embeds • Get people talking/sharing • Engagement and advocacy • Petitions and donations
- 14. Twitter Objectives • Amplify the program • Establish the WC presence • Create a network
- 15. Results
- 16. Youtube Results • Okutta reached 107K views in one year; Child Soldiers reached 115K in three weeks • Top Featured and Top Favourited on Youtube globally • 6th most discussed nonproft video of all time in Canada • 1666 comments and counting
- 17. Blogs Results • Who’d we pitch? • Blogger Knife Box drop lead to features in: • Visuals of pitch • BlogTO • • Screen caps of results She Does the City • IwantIgot • Big City Liberal • And more! (total of 65 posts) • Lead to 17,689 referrals to helpchildsoldiers.com from blogs and websites
- 18. Twitter Results • 38 Twitter mentions • Reaching a influence sphere of over 10K members
- 19. Websites Results • Over 7,800 visits to helpchildsoldiers.com • 2,000 new memberships • 80% increase in volunteers • 50% increase in donations • Warchild.ca web traffic doubled during campaign blogs and websites
- 20. Facebook Results • 16% increase in fans • 200 new members
- 22. Return on Investment @TopsatWarChild’s twitter network grew from 900+ in 5 months 0 Add more War Child Canada staff and combined followers now stands at well over 2000
- 23. Return on Investment Heroes Benefit CD Twitter promo: $1,500 200% Increase in followers 856 Twitter mentions Influence - 150,000 members
- 24. Return on Investment A valuable community: • Inclusion in 12 for 12K Twitter promo - $12,000 • Voted by community to be recipient of mesh conference funds; those funds were doubled by a Twitter user - $2,500
- 25. Return on Investment Most Importantly: • Donations up 38% from last year ($50,000 over two weeks) • 300 requests to be volunteers • Live Tweeting from War Zone by co- founder Samantha Nutt (@NuttsAtWarChild)