Spinal Cord Injuries Australia: Social Media Campaign Report

SCIA Walk On LaunchSocial Media Campaign Report

Terminology• Social Media à the various online technology tools that enable people to

communicate easily via the internet to share information and resources.• TwitteràA popular instant messaging system that lets a person send brief text

messages up to 140 characters.messages up to 140 characters.• Tweet àA post or status update on Twitter, a microblogging service.• Retweetà To re-post something posted by another user, preceded by the original

username in order to give credit to the poster, who “tweeted” the message in the first place.

• Follower àOn Twitter, people follow other twitter people. Twitter members can see the tweets of other twitter members they follow.

Terminology• FlikràA popular photo sharing website that allows members to upload their own

photos into customisable albums that can then be labelled, organised, tagged, and publicly posted. publicly posted.

• Blog àA personal online journal that is frequently updated and intended for general public consumption (short for weblog).

• WOM àWord of mouth. References the passing of information from person to person. Originally the term referred to oral communication but now includes face to face communication as well as phone, text messaging, email and online social media interactions.

Campaign OverviewWalk On Photo Competition finalist entry, EmotionalCrippl:“These guys make me “These guys make me happy”

Campaign Overview• Deliver an integrated PR / Social Media campaign around

national Walk On launch during SCIAW• Increase awareness SCIA’s mission and the need for financial • Increase awareness SCIA’s mission and the need for financial

support of programs like Walk On• Increase traffic to SCIA website

Campaign Overview• Generate enquiries around the Walk On program• Engage with new groups and disabled communities online• Engage with new groups and disabled communities online• Educate about Spinal Cord health, accident prevention and

accident recovery

Social Media ActionsWalk On Photo Competition finalist entry, Brookie85:“Budgie uses Lily as a “Budgie uses Lily as a chair”

Social Media Actions• Set up SCIA in Social Media (Facebook, Twitter, Hubspot Blog,

Flickr, Twitpic)

• Set up SCIA in Social Media Directories (Twellow; We Follow; • Set up SCIA in Social Media Directories (Twellow; We Follow; TwitDir; Good Search; Change.org; Idealist.org; Care2.com; Global Giving; My Twitter Directory; Squidoo)

• Promoted SCIA’s Social Media presence (email SCIA database, add to website, add to email signature)

Social Media Actions• Developed a comprehensive bank of content for Social Media

including:– News stories, facts, information– News stories, facts, information– Blogs from SCIA staff and Walk On participants– Photos from SCIA and supporters via Walk On comp– Media stories around Walk On and SCIAW

• Ran a successful Walk On Photo Competition on Flickr • Supported Walk On Launch with live blogging and tweeting

Social Media Actions• Positioned SCIA and Walk On as a leader in Social Media

activity amongst Australian not-for-profit organisations• Built strong networks by targeting influential disability

advocates, organisations, online communities on Twitter (@ReeveFoundation, @ProjectWalk_SCI, @dontdis, @disability, @LifeRollsOn, @wheelygrl, @aboutdignity)

• Promoted Walk On media coverage to online communities

Evaluation Walk On Photo Competition finalist entry, Reepix:“Merry-go-round”

TwitterWalk On Photo Competition entry, Leethal1974:

“Family”

Twitter• User name: Walk__On• Generated 1,524 followers• Generated 1,524 followers• 742 updates tweeted• 121 replies to SCIA’s tweets• ‘Retweeted’ to 150,000+ people during campaign• www.twitter.com/walk__on

Twitter• Listed in 27 groups (Charities and causes / Great org’s / AUS

changemakers / Health and tech / Disability / Health and safety)

• Hashtags used: #Spinal #Disability #Not-for-profit #WalkOn• Hashtags used: #Spinal #Disability #Not-for-profit #WalkOn

Live tweets from Walk On National Launch, 9 November 2009

Conversations on Twitter• Messages of support for SCIA and Walk On• Queries about Walk On program• Competition-related comments and entries• Competition-related comments and entries

Conversations on Twitter• Walk On National Launch live-blogging• Connecting with disability advocates• Connecting with people with a SCI• Connecting with people with a SCI• Raising awareness about SCIA

Conversations on Twitter

Conversations on Twitter

Twitter Grade• Hubspot Twitter Grade for @walk__on: 97.6/100• Ranked in the top 150,000 of 6,000,000 Twitter pages• Ranked in the top 150,000 of 6,000,000 Twitter pages• www.twittergrader.com/walk__on

Twitter Statistics• Average 7.5 tweets per day• Peak: November (during Walk On launch / SCIAW)• Peak: November (during Walk On launch / SCIAW)

Twitter Statistics• Most tweets between Monday – Friday, 8am – 5pm• Scheduled tweets on weekends for consistency• Scheduled tweets on weekends for consistency• Scheduled tweets between 5pm – 8am to reach global audience

Twitter Statistics• Peak tweeting: 10am-12pm, Sydney time à best response rate• 17% of total tweets were conversations with others

Twitter Statistics• Applications used: Tweetdeck, Twitpic, Twibbon, Twellow,

WeFollow, Social Oomph

Twitter Statistics• Twitter application snapshot: Twitpic• Total number of pictures posted: 33• Total times pictures viewed: 877• Total times pictures viewed: 877• Average views per picture: 27

http://www.twitpic.com/photos/Walk__On

BlogWalk On Photo Competition entry, Scottnofriends:

“Admiring the view”“Admiring the view”

Blog• Set up Hubspot blog at http://walkonfromspinalinjury.blogspot.com

• Six posts authored by range of SCIA voices (CEO & Board, Intern, Development Manager, Walk On client, Recovery Specialist)Intern, Development Manager, Walk On client, Recovery Specialist)

• A direct link into the integrity of the organisation• Positions SCIA as opinion leader

Blog• Blog posts included: reports, interviews, reviews, Q&A• Boosted readership by seeding into Social Media

FacebookWalk On Photo Competition entry, Reepix:

“ ”“Kakadu Sunset”

Facebook• SCIA Cause page on Facebook: www.causes.com/scia• January 2010: 804 members (110%+ increase from 358 in Sept 09)

• Posted 24 updates plus two bulletins about Walk On Launch• Posted 24 updates plus two bulletins about Walk On Launch

Facebook• Walk On page on Facebook:

http://www.facebook.com/photo.php?pid=4694875&id=642133326#/group.php?gid=10102351549&ref=ts

• By January 2010, 273 members (100% increase from 139 in Sept 09)

• Posted 64 updates and 84 pictures about Walk On & SCIA• Posted 64 updates and 84 pictures about Walk On & SCIA

Facebook• Walk On page on Facebook: (cont’d...)• Received 41 comments: 34 positive, 7 negative• Received feedback that posts were ‘liked’ 21 times• Received feedback that posts were ‘liked’ 21 times• Dealt with negative comments promptly, reported behaviour

to Facebook

Photo CompetitionWalk On Photo Competition entry, Brookie_85:

““Such small hands would make anyone

smile”

Photo Competition• In conjunction with Walk On National Launch• 59 entries submitted to Flikr page• 59 entries submitted to Flikr page• Theme: “What makes you happy?”• Provided additional content for other Social Media platforms

(Twitter, Facebook, Twitpic)

Photo Competition• Competition increased retweeted content about Walk On• Great way to engage the community about SCIA & Walk On• Great way to engage the community about SCIA & Walk On• http://www.flickr.com/groups/walkon

Walk On Photo Competition winning entry, Brookie_85:

“Loving my girlfriend” *NB: Winner has been uncontactable through Dec & Jan

Photo Competition

Walk On Photo Competition on FlickrCompetition on Flickr

Photo Competition

Walk On Photo Competition on Facebook

Photo Competition

Walk On Photo Competition on Twitter

Key FindingsWalk On Photo Competition entry, EmotionalCrippl:

““Friends playing football on my wedding

day - priceless”

Key Findings• SCIA now has a robust profile in the online community• Online audiences are aware of and interested in Walk On and • Online audiences are aware of and interested in Walk On and

SCIA’s work in the Australian community• There is an appetite for SCIA to continue communicating

about its work and engaging with communities online

Key FindingsOnline communities... • Drive enquiries and referrals for SCIA’s programs• Can be a source of microdonations to the cause • Can be a source of microdonations to the cause (using Twollars,

Twitpay, Paypal applications in Social Media à plus directing to SCIA website)

• Build SCIA’s support network and contact database• Spread digital word of mouth to connect the 12,000

Australians with a SCI (and their own support networks)

Key Findings• Social Media increased traffic to SCIA website*

– September: 1% increase– October: 4.8% increase– October: 4.8% increase– November: 7.45% increase– December: 1.35% increase

• Referrals: Twitter, Facebook, Blogspot, Youtube, Flikr• Traffic spike matches peak campaign activity between October –November

* Source: Links from an external page report (other web sites except search engines), Sept-Dec 2009, pages visited: http://www.scia.org.au/cgi-bin/awstats.pl

SuccessesWalk On Photo Competition entry, Gardenladydeb:Gardenladydeb:

“Zoe Bubbles”

Successes• Launched Walk On and introduced SCIA to Social Media and

online community• Successful Walk On Photo Competition with 60 entries• Successful Walk On Photo Competition with 60 entries• Developed Facebook presence with 1,100+ supporters• Set up Hubspot blog and delivered six authorative blogs• Made a splash on Twitter, engaging with 1500+ new followers

Successes• SCIA and Walk On tweets were circulated to another

150,000+ followers via our support networks on Twitter• Live Tweeted and live-blogged at Walk On National Launch• Increased traffic to SCIA website via Social Media by up to 8%• Encouraged donations and microdonations via Social Media

donation mechanisms

Future OpportunitiesWalk On Photo Competition entry, Gardenladydeb:

“ ”“Sun Autumn”

Future Opportunities• Develop blog and other online content for Social Media• Focus on member communications on SCIA Cause Facebook • Focus on member communications on SCIA Cause Facebook

page on as well as Walk On page• Continue to build followers and engage on Twitter• Build SCIA presence on Linked In• Develop and post regular content on SCIA You Tube channel• Actively cultivate 10% increased traffic to SCIA website each

month through Social Media

Future Opportunities• Social Media is a great equaliser: small brands can make big

names for themselves• Invest energy à leverage different types of Social Media and

garner followers, fans, members, potential supporters and future donors along the way

• Sarah Allen Consulting would be pleased to help SCIA expand its brand and connect with more online communities in Social Media in 2010!

Contact