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When your Prince Charming gives your kids nightmares
Case studies in using social media for awareness
James Howe@communic8nhowe
1. To enhance the agency’s capacity to increase its awareness in the community • Build strong online communities on multiple social
media platforms
2. Every woman in Waterloo Region knows WCSWR and its services • Increasing awareness by women 18 – 25 is the top
priority
• To increase awareness of the agency in the community by women 25 - 35 who have kids
Know your Goals &
Objectives
• Establishing independent lives as young adultso Developing long term relationshipso Active on social media especially Facebooko Found at bars, restaurants, schoolo Music is important to their life
• Only 5% of women surveyed in 2011 from this age group knew WCSWR only agency for with shelter for women and kids leaving abusive homes
What do we know about
women 18 – 25?
We wanted mothers of kids to think about or know:
• What about the kids?
• Help yourself. Help your kids.
• Woman abuse damages kids
• Take action for your kids. Women’s Crisis Services can help.
What do we
want them to know?
Traditional Tactics• Infographic poster distributed to
child care centres & community centres
• Annual awareness event• Launched campaign videos
• News release
• Cut it Out campaign trained salon & spa staff to recognize & refer
• Buttons & Action cards distributed via salons & spas
How can you share online?
Make use of other digital media
• Website pages o online home for
campaigns wcswr.org/charming wcswr.org/kids
• Google for Nonprofits/ Google Grant for Adwords
• e-newsletter
Use a social media planning calendar
Did we achieve our goals?
• Statistics show that the campaign successfully reached women 18 – 25 especially through Facebook
young women liking its FB page increased from 9 to 211 targeted FB “like” ads & promoted posts helped
helped Facebook posts potentially reach up to 30,000 people at the peak of its campaign with about 40% of these women 18 – 25
1,243 young women were “talking about” the campaign’s Facebook posts at its peak.
• The texting video proved to be popular and spoke to the desired demographic
Did we achieve our goals?
Spring 2012
Nov. 30/12 July 3/13
Target: Nov. 30
Actual: Nov. 1/13
Actual: Nov. 30/13
Actual: Oct. 2014
Likes 119 723 (657+ from WR)
866 1,000 1,075 1,269 1.413
Women 25 - 34
198 (27.5 %) 270 (31.2%)
350 (35%)
533 (42%)
Reach 23,124 Canada
15,298+ WR
Peak (Nov 12 – 18): 32,865
1167 Canada
742 WR
25,000+ Canada
17,500+ WR
Peak week: 35,000+
Nov. 14 – Dec. 12 55,795
Canada 28,834+ 24,709 on
peak day (Nov. 23)
Reach: W 25-34
30.5 %
7,053 – Canada
4,666 - WR
23.1% 35% Nov. 14 – Dec. 12 30% 16,739 8,650 WR
People Talking about Pg / People engaged (Liked, commented or shared)
Not recorded 26.3%
38 Canada
31 WR
27%
Peak week: 1250+
Nov. 14 – Dec. 12 25-35: 45%
of those engaged
446 Canada / 200
318 WR / 143
Did we achieve our goals?
• The texting video proved to be popular and spoke to the desired demographic– 1544 views during campaign– 2803 views currently
• Above average retention on texting & music videos in 2012 and for most of 2 videos from 2013
• All videos continue to attract views
• “What about the kids?” video– 531 views during campaign– 976 views currently
• “What about the us?” video (with kids art & thoughts)– 251 Views during campaign– 2,596 views currently
Lessons learned in 2012& improved upon in 2013
• There may have been too many videos given the agency’s early stage building online communities
• Some people could not distinguish between texting & music videos so greater distinction required
• More support from real world supporters/groups of women would have helped spread content