Tessie Palmyre - Lifeline WA Report

Tessie Palmyre | Lifeline WA | Marketing Trend Report

Tessie Palmyre

Marketing Trend Report

Prepared for Lifeline WA

Marketing Trend Report

Prepared for: Lifeline WA - 29 May 2015


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Table of Contents

Executive Summary ........................................................................................................................... 3

Introduction ............................................................................................................................................ 4

Lifeline WA’s Current Marketing Strategy ................................................................................ 4

Explanation of Marketing Trend ..................................................................................................... 6

What is Crowdsourcing? .................................................................................................................. 6

The Importance of Brand Advocacy and Peer Influence ..................................................... 6

Crowdfunding – a form of crowdsourcing ................................................................................. 8

Commercial Applications of Marketing Trend ..................................................................... 10

Oreo – Cookie or Cream? .............................................................................................................. 10

MINI – World Record Campaign ................................................................................................ 11

Charity:Water –Birthday Project ................................................................................................ 12

Implementation Strategy for Lifeline WA .............................................................................. 14

Planning for Digital ......................................................................................................................... 14

Stage One: Content Marketing ..................................................................................................... 16

Stage Two: Crowdsourcing ........................................................................................................... 18

Stage Three: Crowdfunding .......................................................................................................... 20

Benefits and Possible Drawbacks of Implementation ...................................................... 21

Drawbacks of Implementation Strategy .................................................................................... 21

Benefits of Implementation Strategy .......................................................................................... 22

Conclusion ............................................................................................................................................ 23

References ............................................................................................................................................. 24


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Executive Summary

This report has been prepared for Lifeline WA’s Chief Executive Officer, Fiona

Kalaf. It explores the commercial application of user-generated-content,

crowdsourcing and crowdfunding techniques as part of Lifeline WA’s marketing

strategy with the objectives of:

1. Driving brand awareness

2. Building a loyal supporter base; and

3. Generating funds from crowdfunding campaigns

Examples of successful crowdsourcing projects are discussed including campaigns by

Oreo and Charity:Water. Several ideas from these campaigns are applied in the

implementation strategy for Lifeline WA.

Crowdsourcing strategies are suggested to promote the Lights for Lifeline WA 2015

campaign. The suggested implementation is in three stages; 1) produce/curate content

and share with supporters to build brand equity, and encourage user-generated-

content, 2) use crowdsourcing methods to raise brand awareness, build a loyal

customer base and increase brand advocacy, and 3) launch crowdfunding projects to

get supporters more actively involved in raising funds for Lifeline WA’s cause.

The implementation strategy is reliant on a well-planned digital marketing strategy

with clear objectives and KPIs.

Although initially time-consuming, this approach of using co-creation methods will

result in passionate brand advocates who are willing to invest time into supporting

Lifeline WA’s cause.


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Introduction

The continually evolving nature of social media creates both marketing opportunities

and significant challenges for businesses. For non-profit organisations such as

Lifeline WA that rely heavily on donations and corporate sponsors, social media

platforms are essential to engage current and potential supporters of their cause with

the long-term objective of creating brand advocates.

Social media has made it possible for brands to use collaborative marketing strategies

to involve customers in co-creation activities. Collaborative marketing can be defined

as “the practice of marketing WITH customers” (Crowdtap, 2013) and is a strategy

that has thrived as result of social media networking. It is a powerful way of involving

a brand’s most passionate advocates to spread their message for them.

A McKinsey YouTube video describes how brands should let their loyal customers

tell their story in order to be more authentic and successful. The power of social

media lies in “providing your brand advocates with a way to amplify their advocacy”

(McKinsey, 2013). In other words, take your loyal customers and help their voices be

heard. Crowdsourcing techniques and user-generated content (UGC) are all elements

of collaborative marketing and centre on the idea of involving consumers to create

content and tell a brand’s story. Adam Ferrier refers to this act of co-creation as

‘ownership’ in his book The Advertising Effect: How To Change Behaviour. He states

that people are more likely to exhibit a behaviour that a brand wants when they feel

ownership of the brand (Ferrier, 2014).

Lifeline WA’s Current Marketing Strategy

Lifeline WA’s current marketing strategy relies mainly on social media, their website,

PR tools and word-of-mouth to promote their message and services to the community

and potential corporate sponsors.


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PR marketing tools include online articles, and events such as HBF’s Run For a

Reason, the Black Diamond Gala Dinner and Bean Talkin’ coffee van fundraising

events.

Their social media marketing is focused on three main platforms; Facebook, Twitter

and Instagram. The goals of Lifeline WA’s marketing strategy are to promote their

services to the community and attract increased corporate partnerships.


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Explanation of Marketing Trend

As Lifeline has a small marketing team and very little user-generated content, the

marketing trend that is suggested for implementation is crowdsourcing (including

crowdfunding strategies).

What is Crowdsourcing?

Crowdsourcing is not a new concept and was defined by Jeff Howe in 2006 as “the

process of soliciting content, solutions and suggestions from an undefined set of

participants via the Internet” (Trends Watch, 2012). Input from participants can range

from simply sharing their opinions (for example choosing a logo design or

participating in focus groups) to contributing real skills and engaging in actual work

for an organisation (such as designing a poster or raising funds on behalf of a charity).

The term is a combination of crowd and outsourcing. For the strategy to be

successful, a brand must create incentives for their supporters to want to create

content on their behalf. In order to create the desire for participants to want to engage

in crowdsourcing activities for a brand, organisations must establish a digital

marketing strategy to convert consumers into passionate brand advocates.

The Importance of Brand Advocacy and Peer Influence

Brand advocacy can vary in intensity from simply sharing content that a brand has

posted to passionately telling your Facebook friends how much you love what a brand

is doing. The table below demonstrates the four stages to transition consumers from


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the ‘stranger’ stage to the ‘promoter’ (or advocate) stage:

(Hubspot, 2015)

Each stage requires strategic actions and KPIs to ensure that the brand is successfully

converting consumers into brand advocates. The table below states the objective that

the tools aim to achieve in each stage:

STAGE OBJECTIVE TOOLS

ATTRACT Attract a social following Blog, Keywords, Social Publishing

CONVERT Promote lead generating content Forms, Calls-To-Action, Landing Pages

CLOSE Personalise sales conversations CRM, Email, Workflows

DELIGHT Discover moments to delight Surveys, Smart Content, Social

Monitoring

(Hubspot, 2015)

Crowdsourcing heavily relies on an already established loyal customer base and the

key to success is peer influence. According to a Nielsen survey, peer opinions and

recommendations are the most trusted forms of advertising amongst consumers:


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(Nielsen, 2009).

The Millennial Generation (those born in or after 1982) drive many of these online

conversations, spending 30% of their media time engaged with user-generated-

content (Kassoway, 2014). As customers are more likely to trust their peers’ opinions

than those of marketers, it is essential to put a digital marketing strategy in place to

achieve a loyal customer base and create brand advocates. This will be discussed in

more detail later in the report.

Crowdfunding – a form of crowdsourcing

Crowdfunding is a form of crowdsourcing and is described by Forbes as “the practice

of funding a project or venture by raising many small amounts of money from a large

number of people, typically via the Internet” (Prive, 2012). It has quickly evolved into

a mainstream fundraising model for non-profit organisations and start-ups by adding

value and entertainment through the use of gamification. Gamification creates a win-

win situation for both marketers and consumers, making a marketing activity fun and

entertaining for consumers (Ferrier, 2014). It also helps to drive brand awareness and

user engagement (Hemley, 2012).


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When creating crowdfunding projects, it is important to remember that consumers are

time-poor and selective about their online activities. Therefore, any call-to-action

should do three things for their target audience: inform, entertain and add value. Some

good questions to ask are “what’s in it for them?” and “why would they want to give

time to doing this?”


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Commercial Applications of Marketing Trend

Below are some examples of successful commercial applications of crowdsourcing

and crowdfunding. The examples from Oreo and Charity:Water contain the most

applicable strategies to Lifeline WA. Some of the approaches used in their campaigns

have been incorporated into the suggested implementation strategy included in this

report.

Oreo – Cookie or Cream?

In 2013, Oreo launched a digital campaign in conjunction with the Super Bowl. An

advertisement was aired whereby two males argued over which part of an Oreo

cookie is better: the cookie or the cream. At the conclusion of the commercial,

viewers were asked to “choose their side” on Instagram, giving viewers the chance to

share their opinion on what they liked best about Oreo cookies.

“Cookie Vs Creme”

The result of this was that Oreo became the fastest growing Instagram account in

history within minutes of the advertisement airing (DM Resource Center, 2015).

Following the buzz of the campaign, Oreo kept the momentum going by producing

advertising that encouraged ongoing engagement with Oreo’s new Instagram

followers. Users added their own photos with the hashtags #CookieThis or

#CreamThis.

As a result of focusing on interesting visual messages to engage their audience, Oreo

was able to drive engagement and interaction with their brand. They created buzz,


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developed new relationships and strengthened old ones resulting in increased brand

advocacy.

MINI – World Record Campaign

In 2010, Lowe Profero launched a campaign for the first ever 4-door Mini asking the

question, “How many people can you fit into a MINI?” The objectives were to gain

maximum awareness and sales leads before the car was even available on the market.

This was an interactive campaign using digital technology and based in eight

shopping complex locations in UK cities.

Using a life-size fiberglass replica of the MINI Countryman and state-of-the-art

digital technology, people could participate by putting their faces up against a pane of

glass and instantly projecting their image inside the car. This created the illusion that

they were squeezed inside. Participants were able to share the footage on MINI’s

Facebook page as well as their own.

“MINI World Record”

The campaign resulted in:

• 250,000 social media shares and mentions in just 8 days

• 1.4 million people saw the installation

• 10,000 people digitally crammed into the MINI Countryman

• 6,000 sales leads generated for the dealer network

• The MINI Countryman was sold out before the car had even arrived in the UK

(Lowe Profero, 2014)


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Charity:Water –Birthday Project

Charity: Water is a non-profit organisation based in New York that has an innovative

approach to crowdfunding. They recently launched “The Birthday Project”, whereby

supporters can choose to run a campaign for their birthday and request donations from

their friends to a birthday well for Charity:Water in place of giving gifts. As a reward

for their efforts, campaigners receive personal recognition on Charity:Water’s website

and social media pages through blogs and videos. Supporters can choose to do other

types of campaigns as well, such as a sports event, special occasion or school

fundraiser.

“Charity:Water campaigns”

Each donor or fundraiser is provided with detailed online reports (including photos

and GPS coordinates) to demonstrate where their donation is used and for what

purpose. This results in supporters feeling more involved in the organisation and

creates more trust in Charity:Water.

There is also an element of fun to the Charity:Water campaigns as it is interactive and

easy to share on social media. The organisation has gained considerable momentum

and collective support from people around the world. Their Facebook page currently

has 308,000 followers and they are the most followed charity on Twitter. When asked


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about their digital strategy, Director of Digital Paull Young named three important

pillars: 1) inspiring people, 2) providing a platform for people to make a huge impact,

and 3) providing reporting to show them their impact.

“First we aim to inspire with content. We have two videos on the campaign page

along with infographics and images, banners and other content available for

campaigners” (Kanter, 2011)


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Implementation Strategy for Lifeline WA

The implementation strategy suggested for Lifeline WA is divided into three stages:

1. Content marketing

Produce/curate content and share with supporters to build brand equity, and

encourage user-generated-content

2. Crowdsourcing

Use crowdsourcing methods to raise brand awareness, build a loyal customer

base and increase brand advocacy.

3. Crowdfunding

Launch crowdfunding projects to get supporters more actively involved in

raising funds for Lifeline WA’s cause.

Planning for Digital

Before embarking on the implementation stages above, it is important to develop and implement a digital marketing strategy. When planning a digital strategy, the following elements need to be considered:

(Heffernan, 2013)

The Lifeline WA website is central to all online communications as it will provide

landing pages for CTAs (call-to-actions) embedded in social media posts. It should be

edited and improved for SEO (search engine optimisation) purposes, ensuring that the


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site contains relevant content and quality landing pages. The following questions

should be asked:

• What purpose does the website serve for Lifeline WA?

• Does it make sense as a visitor navigating through the site?

• What links and features should be included?

• Does it effectively tell Lifeline WA’s story?

(Safko, 2015)

Once the website has been considered, the 12 digital components in the image above

can then be incorporated into the overall digital marketing strategy. It is essential to

incorporate the cyclic steps in the PR Smith SOSTAC model below into a digital

strategy. The ‘control’ stage is especially important in order to ensure that your

marketing efforts are achieving the set objectives through market research, KPIs and

web and social media analytics:

(Bosomworth, 2013)

Clear conversion objectives should be established for Lifeline WA as part of their

digital strategy. This may include the following objectives:

• Build loyalty and peer support

• Gather user-generated content

• Raise brand awareness


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• Build an email mailing list through lead generations

Stage One: Content Marketing

Stage one of the implementation strategy is focused on providing quality content to

drive brand awareness, build a loyal customer base and increase brand advocacy. This

stage also includes creating incentives to develop user-generated-content.

Share engaging content with Lifeline WA followers

Providing free and helpful content to followers on social media platforms can

improve your brand identity and increase brand advocacy. This can as simple as

finding content that others have created and sharing them (known as content

curation). A tool such as Klout (www.klout.com) can help with finding content to

share and boosting social influence. The website and app service not only finds

content but advises on the best times in the day to share based on your location, as

well as providing social analytic information. Using Klout as well as HootSuite social

media measurement tools would be a powerful combination to control the impact that

your social media marketing has.

Creating original content such as blogs, infographics and videos is more time-

consuming but is an opportunity to tell Lifeline WA’s unique story. This is a powerful

way of broadcasting how Lifeline WA is unique and sharing achievements with their

supporters. Free tools for creating infographics include Canva

(https://www.canva.com/create/infographics/) and Piktochart (http://piktochart.com).

Microblogs can easily be created on Tumblr, Storehouse or Stellar platforms.

Create incentives for supporters to spread the word

Once loyalty and peer support has been achieved it becomes easier to attract

supporters to generate content on your behalf (user-generated content). It is crucial to

create incentives at this stage for people to participate in the co-creation of a brand’s

content.


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Currently, Lifeline WA displays customer reviews on their Facebook page such as the one below:

“Facebook reviews”

This is a good opportunity to engage further with customers who have already had a

positive experience with the organisation. Prompt replies to reviews shows that the

organisation is actively engaging with supporters and helps to create brand advocates

by building relationships with them. Acknowledging supporters who have posted

positive reviews encourages continued interaction and may embolden others also

leave feedback.

Bean Talkin’ events could also be used to engage with customers offline and create

incentives for them to spread Lifeline’s message online. A QR code sign placed next

to the coffee van could automatically generate a Facebook message in support of

Lifeline WA that people can post on their own pages such as the example below:

An incentive to do this could be getting a free coffee by showing the post to

volunteers working the van. This is a form of gamification and makes the activity fun

and rewarding for supporters. According to Pew Research, the average adult


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Facebook user has 338 friends (Smith, 2014). Therefore, reaching a larger Facebook

audience would only cost Lifeline WA one coffee, of which business sponsors donate

all the ingredients.

Coffee cups could also have a call-to-action inviting people to post on Instagram and

use the Lifeline WA hashtag. An example could be, “Like our coffee? Show us who

you are on Instagram. We love to meet our fans! #lifelinewa”.

User-generated-content could continue to develop in more involved ways. The

organisation could encourage people who have used Lifeline services to write blogs

or create videos about their experiences and add them to a blog page on their website

and then share on social media.

Stage Two: Crowdsourcing

Tap into the power of social proof

Gathering user-generated content will spread Lifeline WA’s message to new

customers through people who have shared content on behalf of the organisation.

Once the audience grows to this point, social influence can be a powerful tool to

accelerate a brand’s equity.

Social proof is described as “the positive influence created when people find out

others are doing something – now, suddenly, everyone else wants to do that

something, too.” (Gray, 2013). Lifeline WA can tap into the power of social proof by

creating a crowdsourcing competition around one of their existing annual campaigns.

Lights for Lifeline campaign competition

The Lights for Lifeline campaign runs through December to raise funds for Lifeline

WA. Supporters can register on www.lights.org.au to put on a Christmas lights

display at their home in order to raise funds from spectators.

A crowdsourcing campaign could be launched to promote Lights for Lifeline through

the following steps:


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• Create a competition for the best original campaign poster design for Lights

for Lifeline 2015 through DesignCrowd, a crowdsourcing design marketplace

(http://www.designcrowd.com.au)

• The brief for the poster will include specific details

that Lifeline WA wishes to include. Adjectives such

as beautiful, inspiring, uplifting and light imagery

may be used. Examples of images could be provided

for inspiration such as the one on the right.

• Allow a budget of $500 for the winner of the best

design to ensure substantial and quality applicants

• Add favourite designs to the Lifeline WA Instagram

and Facebook pages with the hashtags #lightsforlifeline “Fairylights”

and #lifelinewa and ask supporters to vote on their favourite designs

• Ask supporters to share designs with their friends to get their vote as well

• Choose the design that is most popular design with supporters as the poster

winner. This will help supporters to feel a sense of ‘ownership’ over the

design and therefore the organisation.

The winning design could be announced in time for World Suicide Prevention Day

(10th September) to raise additional awareness of Lifeline WA’s mission. According

to the Lifeline WA website, Fiona Kalaf is currently Chair of the Art Gallery of

Western Australia. The possibility of displaying an enlarged billboard-size version of

the poster on the side of the Art Gallery building for a few months leading up to

December could be discussed with the Board to give more exposure to the Lights for

Lifeline campaign. This may or may not be possible due to Lifeline WA’s marketing

budget.

The Design Crowd competition could run each year using the same steps to continue

building on supporter involvement.


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Stage Three: Crowdfunding

Once the first two stages have been completed, Lifeline WA could launch a

crowdfunding campaign, similar to Charity:Water’s Birthday Project campaigns. A

suggestion is to keep the Lights for Lifeline momentum going and call it the “Lights

Project”. Supporters may be asked to participate in Lights for Lifeline and start an

online crowdfunding site which could vary from displaying Christmas lights at their

home to creating a light display in their local park and holding a fundraiser party for

Lifeline WA. This will give supporters the freedom to be creative and have ownership

over how they raise funds for the cause.

The campaign can be promoted through social media, a promo video on YouTube and

a QR Code added to Bean Talkin’ coffee cups which could take you directly to the

video url.

There are several crowdfunding sites such as Pozible, Kickstarter, GoFundMe, or

sites better suited to non-profit organisations such as IndieGogo, Crowdfunder or an

Australian-based site that focuses on charity funding such as MyCause

(www.mycause.com.au).

“My Cause Campaigns” Other campaigns at different times of the year can vary from birthday wells to doing

the Rottnest swim, or losing 5 kilos for donations. Whatever the goal of the campaign

is, it can benefit the person who starts the campaign as much as it benefits Lifeline

WA. The key is to keep it engaging, fun, flexible, transparent and shareable.


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Volunteers, staff and identified social influencers could lead the way by starting their

own campaigns and sharing on social media until the idea gains traction.

Benefits and Possible Drawbacks of Implementation

The benefits and drawbacks of the implementation strategy are outlined below.

Drawbacks of Implementation Strategy

Potential drawbacks include the following points:

• Time consuming in the early stages of implementing a digital marketing

strategy and creating content

• Constant monitoring of social media sites will be necessary to build on

customer interaction in order to build loyalty

• Increased forms of communication will be necessary to build interaction and

customer loyalty, such as blogs and email marketing

• The website should be optimised for SEO and redesigned for quality landing

pages and content. This may be a costly exercise (unless it is crowdsourced

through DesignCrowd) but is important if web traffic is to be directed to the

website.

User-generated-content, crowdsourcing and crowdfunding methods are time-

consuming for any organisation. Strategies can easily lose focus and momentum

without a clear plan. Therefore, a digital strategy including clear objectives and KPIs

must be created.

To better manage and monitor social media, Hootsuite is a helpful tool. It is useful to

coordinate multiple social media sites, schedule posts ahead of time, monitor trends

and for social media analytics. Klout is a free tool that helps to find quality content to

share and monitor social influence. A web analytics tool such as Google analytics

should be used as well to monitor website traffic and activity.


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Benefits of Implementation Strategy

The benefits of the implementation strategy far outweigh the possible drawbacks.

This is especially the case when considering the long-term benefits.

Benefits include the following points:

• Comparatively low-cost approach

• All elements of digital strategies can be measured (unlike some traditional

strategies) therefore performance can be better monitored

• Increased customer engagement with Lifeline WA’s brand

• Increased brand advocacy

• User-generated content will reduce pressure on Lifeline WA’s marketing team

to be the sole creators of content

• Increased trust in the brand due to peer influence

• Positive word-of-mouth

• Increased funds raised through crowdfunding efforts

• Lifeline WA will be more attractive to potential corporate sponsors due to

improved public perception

Relationships with supporters will improve due to increased online interaction.

Supporters will become co-creators of content for the organisation and other

consumers will be more willing to trust Lifeline WA due to peer influence. The

positive-word-of-mouth and buzz created around the organisation will improve their

brand equity and make them more attractive to potential corporate sponsors.


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Conclusion

Customers are more empowered than ever through online interactions with other

people and should be thought of as marketers in their own right. They are happy to

voice their opinions on brands and recommend or criticize them to other people

online. Involving people in Lifeline WA’s activities will help them to feel more

connected to the organisation and feel a sense of ownership over its brand.

The three steps suggested for implementing crowdsourcing and crowdfunding

strategies are 1) Produce or curate content and share with supporters to build brand

equity 2) Use crowdsourcing methods to raise brand awareness, build a loyal

customer base and increase brand advocacy, and 3) Launch crowdfunding projects to

get supporters more actively involved in raising funds for Lifeline WA’s cause.

Each step should be carefully planned for as part of a digital marketing strategy and

special attention should be paid to monitoring and measuring its performance. Using

this approach, the organisation will be clear on its marketing objectives and will be

able to make changes to the strategy if necessary based on customer response.

In the long run, using crowdsourcing strategies makes a lot of sense for non-profit

organisations. Involving the crowd in a cause’s activities is an effective way to spread

their story and message to others and create brand advocates.


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References

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Crowdtap. (2013, June 18). The Collaborative Marketing Future. Retrieved May 23, 2015 from Crowdtap: http://corp.crowdtap.com.s3-website-us-east-1.amazonaws.com/whitepapers/Crowdtap-Collaborative-Marketing-Future.pdf

DM Resource Center. (2015). Social Consumer Advocacy. Retrieved May 23, 2015 from Digital Marketing Resource Center: http://dmresourcecenter.com/unit-1/social-consumer-advocacy/

Ferrier, A. (2014). The Advertising Effect: How to Change Behaviour. Melbourne: Oxford University Press.

Gray, C. (2013, December). Marketing Lessons From Charity Water. Retrieved Mat 25, 2015 from KISSmetrics: https://blog.kissmetrics.com/marketing-lessons-from-charitywater/

Heffernan, K. (2013, October 10). Digital Marketing Strategy Missing Piece. Retrieved May 25, 2015 from The Marketing Strategy: http://themarketingstrategy.co/digital-marketing-strategy-missing-piece/

Hemley, D. (2012, April 5). 26 Elements of a Gamification Strategy. Retrieved May 23, 2015 from Social Media Examiner: http://www.socialmediaexaminer.com/26-elements-of-a-gamification-marketing-strategy/

Hubspot. (2015). Inbound Marketing. Retrieved May 23, 2015 from Hubspot: http://www.hubspot.com/inbound-marketing

Kanter, B. (2011, September 29). How Charity Water Leads the Way in Social Fundraising. Retrieved May 25, 2015 from Social Brite: http://www.socialbrite.org/2011/09/29/how-charity-water-leads-the-way-in-social-fundraising/

Kassoway, A. (2014). Social Influence: Marketing's New Frontier. Ipsos MediaCT.

Lowe Profero. (2014). World Record Attempt. Retrieved May 25, 2015 from Lowe Profero: http://newyork.loweprofero.com/works/en/uk/world-record-attempt

McKinsey. (2013, March 27). The Power of Social. Retrieved May 23, 2015 from Youtube: https://www.youtube.com/watch?v=Kficv5FDCxY

Nielsen. (2009). Global Study. Retrieved May 23, 2015 from Nielsen: http://www.nielsen.com/content/dam/corporate/us/en/newswire/uploads/2009/07/pr_global-study_07709.pdf


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Prive, T. (2012, 27 11). What is Crowdfunding and How Does it Benefit the Economy? Retrieved May 23, 2015 from Forbes: http://www.forbes.com/sites/tanyaprive/2012/11/27/what-is-crowdfunding-and-how-does-it-benefit-the-economy/

Safko, L. (2015). The Fusion Marketing Bible. Retrieved 2015 from Blackboard: https://blackboard.ecu.edu.au/bbcswebdav/pid-3855340-dt-content-rid-4343034_1/courses/MKT6308.2015.1.METRO/Fusion%20Marketing%20Bible%20Chpt%201.pdf

Smith, A. (2014). Pew Research. Retrieved May 28, 2015 from New Facts About Facebook: http://www.pewresearch.org/fact-tank/2014/02/03/6-new-facts-about-facebook/

Trends Watch. (2012). Trends Watch 2012. Retrieved May 23, 2015 from American Association of Museums: http://aam-us.org/docs/center-for-the-future-of-museums/2012_trends_watch_final.pdf Images

• Cookie Vs Creme - http://www.mediapoondi.com/2013/03/20/the-cookie-vs-creme-campaign-by-oreo/

• MINI World Record - http://wearekatana.com/work/

• Charity:Water campaigns - http://mashable.com/2013/03/22/world-water-day-

social-media/

• Facebook reviews - https://www.facebook.com/pages/Lifeline-WA/142814429118128?sk=reviews

• Fairylights - https://www.pinterest.com/danielleetracey/fairy-lights/

• My Cause Campaigns - https://www.mycause.com.au

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Tessie Palmyre - Lifeline WA Report