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Ruben Brown of the American Red Cross and I presented this to the nonprofit SIG of the American Marketing Association's Atlanta chapter on August 27, 2013. It has tips that other nonprofits can use to promote their causes on social media.
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Superstorm SandyOctober 29, 2012
Social Media & the
American Red Cross
Ruben BrownMedia Relations Specialist
Atlanta Red Cross@AtlantaRedCross
Terri Thornton Thornton Communications
@Ttho
Three Months After Superstorm Sandy
Red Cross Provided Relief
in 11 States
Red Cross Provided Relief
in 11 States
Two Social Media People
in Red Cross Greater NY Office
TIP: Share Timely
Info
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TIP: Use YouTube
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TIP: Create Content
“If you’ve got it, flaunt it!”
Photos & Videos Have clients
sign Release Forms
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TIP: Keep People
Updated
@Ttho’s Platforms & Tools
FREE ADVICE
Share what excites you! Use “Reverse Mentoring”
Engage Supporters and Friends Follow/Like News People
Appreciate your volunteers! Correct Mistakes and Move On
Google is your best friend!
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How We Got Here
1. Carry out the organization’s mission online. Bucking Antiquity
2. Grow our network of passionate supporters. Haiti, HGC, Online Giving
3. Give the public a seat at our operational decision-making table.
Transparency
1. Carry out the organization’s mission online. Bucking Antiquity
2. Grow our network of passionate supporters. Haiti, HGC, Online Giving
3. Give the public a seat at our operational decision-making table.
Transparency
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What changed with Haiti…
We estimate that we touched nearly 2 million Haitians with a variety of relief and recovery services since the earthquake and we expect to support these survivors in the years ahead until the last donated dollar is spent.
We estimate that we touched nearly 2 million Haitians with a variety of relief and recovery services since the earthquake and we expect to support these survivors in the years ahead until the last donated dollar is spent.
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Hundreds of millions of liters of drinking water…
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Treatment for people in Red Cross field hospitals and mobile clinics..
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Staff dedicated to the relief effort.
Before Haiti…
• Ability to text donations existed before.
• The earthquake in Haiti turned this capability into a phenomenon.
• Prior to Haiti, the Red Cross raised funds for domestic disasters through a program called Text 2Help.
• Ability to text donations existed before.
• The earthquake in Haiti turned this capability into a phenomenon.
• Prior to Haiti, the Red Cross raised funds for domestic disasters through a program called Text 2Help.
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24 hour cable news social networking sites like FB and Twitter, news of destruction in Haiti was available everywhere.
The “tweet” You can text Haiti to 90999 to donate $10 spread rapidly.
From Jan. 12-14 there were 2.3 million tweets about “Haiti” and the “Red Cross”, of which 59% were retweets.
First Lady Michelle Obama and others filmed PSAs urging people to text donations to the ARC.
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Growing trend in U.S. and across the world in disasters to use social media to seek help.
More people using social media, mobile technology and online news outlets in emergencies.
1. Trying to learn about the disaster
2. Asking for help.
3. Sharing information about well-being with family and friends.
Growing trend in U.S. and across the world in disasters to use social media to seek help.
More people using social media, mobile technology and online news outlets in emergencies.
1. Trying to learn about the disaster
2. Asking for help.
3. Sharing information about well-being with family and friends.
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Dedicated Staff
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In-depth training on engagement tactics
Engagement console training
Group workflow and reporting system
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Social Engagement
Hurricane Sandy Social Engagement10/22 – 11/30
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Hurricane Sandy Social Engagement10/22 – 11/30
31 Trained Volunteers Plus Spontaneous Volunteers
229 posts about needs sent to Mass Care team 88 confirmed Resulting in services sent or definitive
change in service delivery plans 19 digiDOC Daily Briefs
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Hurricane Sandy Social Engagement10/22 – 11/30
1,960 pieces of published social content Most shared:
Photos and infographics “Thank you” Tweets Data SafetyTips
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Download Red Cross Apps
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Give through•PayPal•iTunes•Google Checkout
Give through•PayPal•iTunes•Google Checkout
Visit RedCross.org
Visit RedCross.org Call
1-800-RED CROSS
Call
1-800-RED CROSS
Text REDCROSS
to 90999
Text REDCROSS
to 90999
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THANK YOUredcross.org@redcross
FB-American Red Cross
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