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SOCIAL MEDIA + ROI Renee Alexander Hamilton

Successful Social Media Marketing Campaign, 140 Characters at a Time

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Successful Social Media Marketing Campaign, 140 Characters at a Time delivered by Renee Alexander Hamilton to New Media Conventions on September 18, 2009 at the Cavalier Golf & Yacht Club in Virginia Beach, VA

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Page 1: Successful Social Media Marketing Campaign, 140 Characters at a Time

SOCIAL MEDIA + ROI

Renee Alexander Hamilton

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Photo Credit: http://www.flickr.com/photos/jemsweb

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http://www.flickr.com/photos/jemsweb/

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About Me

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About Operation Smile

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Integrating Social Media

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First Steps

We learned that our supporters are there, they are engaged and ready to take action.

We spent 6 months listening, researching, communicating

and testing.

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Exploring the Channels

Did an informal audit of our online presence Decided to focus primarily on two channels Continue to maintain multiple channels and

remain on the look-out

Currently Utilized Channels Primary: Facebook, Twitter & Linked IN YouTube & Flickr as a resource to other networks MySpace and others moderately

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ALERT!

Social media is a paradigm shift into relationship marketing, NOT an adoption of technology or specific tools. The channels will change but the methods of conversation and communication will will remain the same…it’s about the SOCIAL not the MEDIA!

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WHY?We already had a strong following on Facebook and that is where the majority of social media users, across a variety of demographics live online.

Using Facebook

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Our Fan Page has5,701 Fans

• We post daily to stay current on users “wall”• seen by our

fans + their avg. 120+ friends

• We post news, updates photos, links, video

• E-mail directly to fans inbox weekly

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Our Cause Page Currently

has 39,260 FansAnd has raised

$7,875• We accept

donations through Network for Good

• Create fundraising goals

• We email directly to fans weekly

• Avg. 300 new fans each week

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Why?

Twitter has been generating the most buzz, particularly in the entertainment and technology sectors so we saw this as a channel that would allow us opportunities to be early adopters and position us well with trend setters and decision makers.

Using Twitter

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We constantly monitor Twitter, Searching on key words to identify conversations about us, clefts, our competitors etc.…………………………….…………………………………RTWe test strategy for how to engage and increase our number of followers including message tone, style and content.……………………………………………………..…………RTWe Tweet relevant information, news and interesting links, appreciation to followers and donors, and lastly asks or fundraising engagement. …………………………………………………………………RTConstant messaging and monitoring has led to new grassroots fundraisers, increased donor service and the 140 Smiles campaign.………………………….…………………………………RT

Current # of Followers: 4,070

Twitter Reach: 26,000 –1, 020,000 daily

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• Completely planned and promoted through Twitter• Design and Strategy donated by Common Knowledge• Planned & Executed in 30 days

About the Campaign: Worked withPrograms to

getCampaign specific

Image from a mission!

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• Est. $75k in donated goods and services; all received through leveraging Twitter

• Over $11,000 raised with an anticipated $28k+ to come in from TwestivalSF

• Created long term opportunities with major brands, tech celebrities and companies

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“Mobilize and empower online supporters of Operation Smile through social media to create new smiles for children around the world.”

Create Your Social Media Mission

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Objectives to achieve the mission:

Objectives Contribute to building online brand awareness of Operation

Smile

Acquire and cultivate online advocates, volunteers and donors

Employ Social Media as a donor service & engagement tool

Share the Operation Smile cause through online communications

Leverage Social Media as an integrated component of direct response fundraising campaigns and development initiatives

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Three Methods to fulfill our objectives

We are using Social Media in three primary ways to reach these objectives

1. Donor Engagement/Service Tool

2. Communication/Information Tool

3. Fundraising Tool

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“Operation Smile, thank you for reaching out to me and allowing me the chance to become an advocate for you in honor of baby Liam”

- Kate Mack who established a One Smile page after we saw her tweet that her friends baby was born with a cleft

1. Donor Engagement/Donor Service Tool

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Donor Engagement/Donor Service tool

Using search tools to find people talking about us; respond and engage

Identify potential supporters i.e. parents of children born with cleft and introducing them to the Organization

Bring focus to supporters and donors and show how we value and include them

Identify potential Brand, Celebrity and Strategic partners for Operation Smile

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Donor Service in Action

Direct Customer Service: Direct Mail complaint through Twitter Resulted in a second donation from disgruntled donor Addition of 4 followers on Twitter who also clicked through to the

main site and reportedly donated

Turning a negative into a positive: NYC Prep Negative tweets questioning the organization More than 15 young people inquired about starting student clubs Generated over 200 new cause fans on Facebook

*Our goal is to be able to track these acquired fundraisers and donors in the future to determine long term value.

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2. Communication/Information Tool

“I used to donate to (competitor) but Operation Smile really tells me about the children I want to help”

- Tweet from @maressaz

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2. Communication, Information Tool

Updates from missions Statistics and reports from missions Links to news and personal blogs about

Operation Smile Links to video, photo streams and main

website Ability to respond, address and promote

news items in real time Increase Market awareness

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“Social Media is about long term engagement and relationship building. While it’s not a direct fundraising tool, the value and benefit to your organization is immeasurable”

-The Agitator

3. Fundraising

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3. Fundraising Tool

Testing monthly and/or quarterly fundraising campaigns

Encourage grassroots fundraising Provide resources and support

Enhance Development and Cause Related Marketing efforts by offering additional promotional support

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Social Media Value

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Social Media Metrics + ROI

Social Media ROI (Relationships, Opportunities,

Involvement) Social Media as a relationship building

tool to increase Brand Loyalty

Unique opportunities are creating using Social Media tools

Increased donor involvement with Operation Smile

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Social Media Metrics

We set monthly goals and track the following metrics: # of friends, fans, followers [3/09-

7/09=14,633] # of referrals from social media

channels [3/09-7/09 over 5k] $ raised [3/09-7/09 over $16k through] Key mentions Leads generated

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Questions

?

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Thank You.

Connect with me:

www.twitter.com/reneeahamilton www.facebook.com/reneeAhamilton www.linkedin.com/reneeahamilton http://reneeahamilton.wordpress.com