The Girl Effect: Digital Ignition

Digital Ignition: Long-Range View

We are here

The Platforms: Facebook, Twitter, Ge.org

Each platform serves a different purpose, yet is integrated with the others

Next focus is converting interest/support into action

Digital is Working With Minimal Effort

Oprah 12/1 Girl Effect video airing response :

Facebook: Averaged 3,000 new fans per week until Oprah Grew by 25,000 first week of December Oprah posting drew 763 ‘likes’ and 94 comments (3x average)

Global Giving: First four days: 453 donations totaling $21,586 [more than 10% of

the lifetime donations to the Girl Effect Fund] 5% conversion rate from girleffect.org (2x Global Giving average)

Twitter: Increase in followers and retweets

Girleffect.org: Spiked by more than five times daily rate (to 23,349 views) on

December 2nd More than 19,000 hits on December 1st  and more than 13,000 on

December 3rd Still experiencing above-average traffic

Digital Ignition Allows Us To:

Inspire and enable action among Grassroots Girl Champions

Reflect that action back to the movement – showing Grassroots Girl Champions that they are part of something ‘bigger’

Elevate action to Girl Champion leaders (Ngozi Okonjo-Iweala , Helene Gayle, Peter and Jennifer Buffett, etc.), world leaders and policy makers

Grassroots Girl Champs Want to do More

Facebook: The Weekly Fix: Build the base through short nuggets of

information; inspire action and reflect movement to everyone

Twitter: The Buzz: Create a ‘buzz’ for the girl effect; drive traffic to

Facebook and Girleffect.org

Girleffect.org: The Deeper Dive: Educate, convert traffic to action, and

reflect activity

Platform Roles

The Weekly Fix

Role Build and strengthen relationships through ongoing dialogue Engage Grassroots Girl Champions by providing specific actions Amplify actions – Who’s doing what? Inform and educate through real-time stories, news, etc.

Strategies Weekly status updates, postings and dialogue Online toolkit Specific actionable items

Fans: Established approx. 25,000

fans from May 2008- August 2009

Fan base grew at roughly 1200 people/month

No stimulating action

Where FACEBOOK was

Fans: Fan base growing steadily:

12,000 new fans in October 10,000 new fans in November 25,000 new fans in December (12/8)

Stimulating Activity (starting 9/30): 1 story; 1 news clip per week Averaging

• Per story: 320 ‘likes’ and 40 comments• Per link: 342 ‘likes’ and 43 comments

Where FACEBOOK is

Fans: Grow fan base to 1 million+ Inspire fans to act and share stories,

comments, etc.

Interaction from Girl Effect: Ongoing status updates, postings,

and dialogue Tailor next actions to ‘fan’ needs Amplify actions to everyone

Site structure: Redesign tabs Add banner(s) driving to action page Add actions and toolkit

Where FACEBOOK is going

What you can do

The Call To Action:

The more people know, the faster change will come

Call to Action: Join/invite View video Make your mark

Keeping score and driving to a goal

Ignition Toolkit

Downloadable Kit:

Content in PDF format with quick links to sections

Instructions on what and how to spread the word

The Buzz

Role Build relationships through conversation Continue to build Grassroots Girl Champion base Drive non-fans to the Girl Effect Facebook page Provide real-time updates of girl effect activity, news, etc.

Strategies Consistently tweet 2-3 times per week Link tweets to Facebook stories/postings/actions Invite conversations and retweeting Reach out to fans by monitoring and participating in conversation Offer insights on the girl effect

Where Twitter is: 2-3 tweets a week (est. 10/8) Increased “follower” base by 50% Followers in every continent except

Antarctica

Where Twitter was: Started by Grassroots Girl Champion

(Keely) Two tweets in four months

Where Twitter is going: 2-3 tweets a week Grow follower base Drive traffic to Facebook and Girleffect.org Inspire ‘retweets’ Transition page to twitter.com/girleffect Redesign Twitter page

The Buzz

The Deeper Dive

Role Serve as central story-telling platform for timeless girl effect info Educate visitors; provide ‘deeper dive’ Reflect support

Strategies Keep current with updated Your Move, videos, etc. Convert traffic to action (give, share, join, etc.) Provide real-time dynamic content through Facebook/Twitter feeds

WAS: Informative but interface not intuitive

Where GIRLEFFECT.ORG was and is

IS: More direct (Give, Donate) Highlights action

Where GIRLEFFECT.ORG is going

Addition to footer Real-time content feed

from Twitter and Facebook posts*

*W+K researching options

Expand LEARN page Link to page with Girls

Count reports and CAG.org

Expand to include GE 1.5 video and PDFs (YOUR MOVE, Fact Sheet)

ELEVATING ACTIVITY TO LEADERS

How?

Talking points Proven growth of Girl Effect support with minimum

encouragement: 85,000 fans on Facebook and counting Fan base growing by currently growing at more than

30% Girl Effect Grassroots Champions want to do more:

Demand-driven Toolkit A 12 year-old wants to do a fundraiser; a high school

group started a club but needs collateral; a CEO is doing a presentation to his team and needs a PowerPoint

Fuel for a greater ask Girl Effect’s digital growth is representative of larger

demand

FEB 2010 BRAINSTORMING

Facebook: Drive larger actions/link to developing world

• Gs for good: Girls in NF-funded programs in the developing world design their own Gs and upload to Facebook, where girls in the developed world can purchase for download – to put on tees, to put on poster, etc. The revenues go to the program.

• Toolkit marketplace: Developing world girls order physical toolkits (tee-shirts, posters, etc) via Facebook, and developed world girls make and send them out.

• G Street: Encourage fans to paper a street in Gs, take a picture, and upload it to Facebook. Google Earth shows the G streets worldwide.

Twitter: Promote retweeting and conversation

• Tap into the social network moguls – Ashton, Demi, Oprah, Steve Nash, etc. All have Twitter communities that can be mobilized; all are supportive of the Girl Effect and are willing to help in easy ways.

Girleffect.org Plan TBD by GE 2.0