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Social Media for Social Good
Presented by
Dawn A Crawford Social Media & Communications Consultant for BC/DC Ideas
@SocMediaRckStr
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Social Media is a Conversation
Social Media is a
Relationshiphttp://www.flickr.com/photos/eelssej_/394781835/sizes/z/in/photostream/
Prime the Pump
Give valueBe a personIdentify championsTake it off social mediaSurround Sound approach
Project OverviewPurpose:
• Year-end fundraising campaign for the Autism Science Foundation
• Get small/medium donors who have some autism familiarity to donate
Distribution: Social media, website and email
Timeline:
• Material development: November 12 – November 30
• Campaign: December 1 – December 31http://www.socialnomics.net/2010/05/05/social-media-revolution-2-refresh/
Set Realistic GoalsContribute to achieving the ASF's year-end fundraising goal
Of $15,000
Contribute to an 15% increase in ASF's Twitter and Facebook followership for the month
Receive 2,000 views on the video
Place 5 posts on blogs
Place 1 media story
Campaign ElementsLandscape Analysis
Campaign Logo Development Video
Website/Blog
Email Flight
Social Media Engagement
Blogger Outreach
Media Outreach
Thank You Notes
Website – Recipe4Hope.org1,016 visits (758 absolute unique
visits)
74.41% new visits
63 sources and mediums drove traffic to the site
Nearly 25% of all traffic came from Facebook - After that was Twitter (6%) and the Discover Magazine Blog Bad Astronomy (5%)
One of the best engagement tools of the campaign
Highlights included cookie photos and December 15 Status Update Contest
13% “Like” increase for the month
1,585% increase in Post Views in comparison to Nov 2010
16% increase in Post Feedback in comparison to Nov 2010
5% overall increase in Twitter followers
Frequency – 101 tweets
Reach – 4,540 followers
Impressions – 219,318 followers
175 clicks on links in tweets
Biggest lull around Christmas
Media & Bloggers2 media stories including USA Today “How to make your impact
this holiday season”
15 Placed Blog Posts and got 2 “Ripples”
Call2Action WidgetDonation widget that could be embedded in blogs or websites
• 32,593 Hits
• 15,756 Unique Views
Fundraising Stats$10,954 raised online between 11/30 - 12/31
64 gifts overall
$171 average gift
Philanthroper.com – called the “Groupon” for nonprofits because it highlights one nonprofit a day to raise awareness and funds $1 at a time
$307 donations + some larger donations through ASF website
6 national blog posts
31 tweets with amazing reach
Health Kids Thank-A-Thon
Used social media to solicit stories, photos and videos about why parents are thankful for their healthy kids
The stories were the only social media content shared over the Thanksgiving weekend
Resulted in great blogger coverage, retweets and Facebook spread
Case Study: http://www.slideshare.net/KGryniewicz/social-media-case-report-healthy-kids-thankathon-2936301
Take Aways
Creative campaignTime-limitedVery simple call to actionAsk a lot and then ask some moreLeverage championsDay 1 is incredibly important – best traffic dayThank everyone...repeatedly
Passion is Infectious
http://www.flickr.com/photos/krystalt/5248185017/sizes/l/
Business Cards + Magic = Slides & Blogger Reading List
Dawn CrawfordPrincipal Communicator
720-231-1930@SocMediaRckStr
