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War child social media presentation
- 1. War Child Challenge SOCIAL MEDIA BEST PRACTICES FOR NOT FOR PROFITS Presented by: Alyson Rowe, War Child @alysonrowe alyson@warchild.ca
- 2. War Child Canada War Child’s mission is to empower children and young people to flourish within their communities and overcome the challenges of living with, and recovering from, conflict. To achieve this, War Child works collaboratively with those communities to: • Increase access to education, especially for girls and young women. • Overcome the obstacles of poverty and economic marginalization. • Create a protective environment for the rights of children and youth. Active programs in the following countries: 1. Afghanistan 2. Sudan (Darfur) 3. Uganda 4. Democratic Republic of Congo 5. Ethiopia 6. Sri Lanka 7. Sierra Leone 8. Haiti
- 3. War Child & Social Media
- 5. Camp Okutta - Viral Success
- 6. Can Lightning Strike Twice?
- 7. A Cause far from Home
- 8. The War Child Challenge
- 9. War Child Challenge: Why then and not now? What can change in a year? 2010 2011 - Ipad is released - Google Plus - Twitter celebrates - RIP Steve Jobs 100 new accounts - Linked in goes public - Ning usage - Twitter “Year in Review” - Tehran - Arab Spring
- 11. Objectives Generate awareness and engagement for War Child/CIDA’s work • Set challenges for bloggers to focus on Millennium Goals • Generate discussion among non-core audience Use ‘social media’ in the broadest sense to engage the public • Challenges would use text, video, photography as well as Twitter/Facebook A fresh perspective • Have a fresh set of eyes experience the challenges faced by the communities we work with
- 12. Objectives Generate awareness and engagement for War Child/CIDA’s work • Set challenges for bloggers to focus on Millennium Goals • Generate discussion among non-core audience Use ‘social media’ in the broadest sense to engage the public • Challenges would use text, video, photography as well as Twitter/Facebook A fresh perspective • Have a fresh set of eyes experience the challenges faced by the communities we work with
- 13. Our Approach Digital • Social media newsroom • Facebook integration Footprint • www.childsoldiers.com Blogger • Bring campaign to life Relations • Amplify, spread and join the Twitter conversation
- 15. Digital Footprint: Track your Success Objectives • Digital news hub • Integrated in WC site • Integrated with Facebook • HQ for blogger outreach
- 16. Digital Footprint: Facebook Objectives • Raise awareness • Cultivate conversation • Connect with the fans
- 17. Blogger Relations Objectives • YouTube video embeds • Get people talking/sharing • Engagement and advocacy • Make ask/key message clear • Cultivation is key
- 18. Results
- 19. 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
- 20. 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
- 21. Twitter Results • Amplified conversation • Connect with key media and brand influencers • Manage the pulse of your brand
- 22. 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
- 24. Return on Investment: Why it matters
- 25. Return on Investment Heroes Benefit CD Twitter promo: $1,500 200% Increase in followers 856 Twitter mentions Influence - 150,000 members
- 26. 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
- 27. Return on Investment Most Importantly: • A community is born • Give your organization a voice • Share impacts instantaneously • 300 requests to be volunteers • Live Tweeting from War Zone by co- founder Samantha Nutt (@NuttsAtWarChild)
Editor's Notes
- Providing opportunities and long term solutions for war-affected childrenWorking in partnership with local people and organizations, programs are focused on education, strengthening children’s rights, reducing poverty and fostering self reliance
- Video viewsScreen capsOkutta 107K in one year; 258 commentsHelp Them Fight 115K in three weeks – 1600 comments#1 featured video on Dec. 19; 2 weeks after launch
- Blog posts 65
- Twitter mentions 38, reaching audience of 10K
- Visits to helpchildsoldiers.com ?Visits to warchild.ca?1,000 signatures on the petitionWar Child web traffic doubled
- BenefitsTops’ twitter network grew from 0 to 900+ in 5 months. Others got on board and War Child’s combined followers now stands at well over 2000Heroes CD Twitter promo$1500 raised, 200% increase in followers, XXX twitter mentions12K for 12K inclusion as startup charityVoted by community to be recipient of mesh conference funds; those funds were doubled by a Twitter userSam Nutt tweeting from war zone!ROIHard to quantify but probably around $100000+ so far including download sales, donations and direct Twitter campaigns.Donations/volunteers – donations up 38% year on year12,000 from 12 for 12K2500 from mesh conference1,000 from Heroes Chip In
- BenefitsTops’ twitter network grew from 0 to 900+ in 5 months. Others got on board and War Child’s combined followers now stands at well over 2000Heroes CD Twitter promo$1500 raised, 200% increase in followers, XXX twitter mentions12K for 12K inclusion as startup charityVoted by community to be recipient of mesh conference funds; those funds were doubled by a Twitter userSam Nutt tweeting from war zone!ROIHard to quantify but probably around $100000+ so far including download sales, donations and direct Twitter campaigns.Donations/volunteers – donations up 38% year on year12,000 from 12 for 12K2500 from mesh conference1,000 from Heroes Chip In
- BenefitsTops’ twitter network grew from 0 to 900+ in 5 months. Others got on board and War Child’s combined followers now stands at well over 2000Heroes CD Twitter promo$1500 raised, 200% increase in followers, XXX twitter mentions12K for 12K inclusion as startup charityVoted by community to be recipient of mesh conference funds; those funds were doubled by a Twitter userSam Nutt tweeting from war zone!ROIHard to quantify but probably around $100000+ so far including download sales, donations and direct Twitter campaigns.Donations/volunteers – donations up 38% year on year12,000 from 12 for 12K2500 from mesh conference1,000 from Heroes Chip In
- BenefitsTops’ twitter network grew from 0 to 900+ in 5 months. Others got on board and War Child’s combined followers now stands at well over 2000Heroes CD Twitter promo$1500 raised, 200% increase in followers, XXX twitter mentions12K for 12K inclusion as startup charityVoted by community to be recipient of mesh conference funds; those funds were doubled by a Twitter userSam Nutt tweeting from war zone!ROIHard to quantify but probably around $100000+ so far including download sales, donations and direct Twitter campaigns.Donations/volunteers – donations up 38% year on year12,000 from 12 for 12K2500 from mesh conference1,000 from Heroes Chip In