Post on 30-Apr-2015
description
Rachel Weidinger@commonknow ^RW415.495.1784rweidinger@commonknow.comwww.commonknow.com
March 2009
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Social Network Strategy:User Generated Photos in Campaigns
March 2009
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External Networks
Organization
Website
YouTube
Campaign
Corp
Partners
Coalition
Partners
Blogosphere
Internal Networks
Social Ecosystem
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Acquisition PathExternal NetworksOrganization Website
Organization
Org’s SocialNetwork
Online FundraisingEmail Marketing/Direct Mail Solicitations
March 2009
Sierra Club on Facebook
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March 2009
Sierra Club on Facebook
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March 2009
Sierra Club on Facebook
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Sierra Club Website
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March 2009
Sierra Club Petition
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March 2009
Sierra Club Petition
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March 2009
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Acquisition PathExternal NetworksOrganization Website
Organization
Org’s SocialNetwork
Online FundraisingEmail Marketing/Direct Mail Solicitations
March 2009
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Case Study: Friends for Peace Campaign
www.friendsforpeace.org
April 11, 2023
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Friends for Peace Campaign• Objectives
– List building, donor cultivation & activation– Be positive, not negative – Connect supporters to one another and to AFSC
• Channels– Online: Email, search engine ads, banner ads – Offline: Print ads, direct mail
April 11, 2023
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Friends for Peace Campaign• Direct Mail
– Friends for Peace Sign: Folded over as envelope– Letter: Your support for peace and the work of AFSC
• Results“Most successful package in years”
– Jan 07: 100K pieces -May 07: 200K• Response Rate: 1.6% ● Response Rate:1.5%
– Mar 07: 200K pieces• Response Rate: 1.3%
April 11, 2023
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Friends for Peace Campaign
• Print Magazine– Winter edition included a pull-out of
the “Friend for Peace” sign
– Featured pictures & testimonials uploaded to the site
– Included a link to the web site
April 11, 2023
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Friends for Peace Campaign• Website
– Rotating photo display (Flickr mashup)– Upload your photo– Photo Browser– Map of Supporters (Google Maps mashup)– Blog– Print your own sign– Donate Now– Send an eCard
April 11, 2023
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Friends for Peace Campaign
FlickrWidget
Upload Your Photo
Photo Browser
Blog
April 11, 2023
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Friends for Peace Campaign
Map of Supporters
April 11, 2023
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Friends for Peace Campaign
• Results– ~1,000 photos uploaded
– 70% email opt-in rate
– Earned media & other promotion• Quaker Meeting Newsletters (free ads & articles)• Radio story• Blog mentions• Chronicle of Philanthropy – photo spread & quotes
April 11, 2023
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Friends for Peace Campaign
• Volunteer Center– Recruited and provided software interface for
volunteers to moderate the blog and photo submissions
– Photo submissions and testimonials used in various publications – appeals, print ads, web site, etc.
April 11, 2023
Tuesday, April 11, 2023
Common Knowledge
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www.naualumni.com
Tuesday, April 11, 2023
Common Knowledge
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@Work @Play Campaign• Objectives
– Email acquisition & list Building– Increase sign-ups & use of Alumni Directory– Cultivate donors
• Channels– Online
• Website• Email Newsletter & Direct Email
– Offline• Quarterly Magazine Print Ad
Tuesday, April 11, 2023
Common Knowledge
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@Work @Play Campaign• Background
– Alumni association promoting the dual lives of their alumni: working and playing
– Implicitly referring to their college education and college social experience carrying over into later life
“We wanted to highlight the everyday and the most successful among our alums to demonstrate the diversity of our base.”
-Krista Perkins, Assoc Director Alumni Association
Tuesday, April 11, 2023
Common Knowledge
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@Work @Play Campaign• Campaign Tactics
– Contest• Upload your @work @play photos• Best photos were awarded a prize & featured in
a special edition of the email & print newsletters
• Future: Considering producing a “self-published” book of photo submissions
– Promotion• Print Newsletter: 90,000 recipients• Email List: 3-email series + prime promotion in
email newsletter
Tuesday, April 11, 2023
Common Knowledge
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@Work @Play Campaign
Tuesday, April 11, 2023
Common Knowledge
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@Work @Play Campaign
Tuesday, April 11, 2023
Common Knowledge
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@Work @Play Campaign• Campaign Results
– ~100 photo sets (@work & @play) uploaded
– 600 new email subscribers acquired– Online directory “new registrations”
increased 20%– Special edition of the Email Newsletter
open rates were 2x higher than 12-month average
Tuesday, April 11, 2023
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Case Study
International Fund For Animal Welfare
Tuesday, April 11, 2023
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IFAW Seal Campaign Site
Total Impressions: 33,574,147
Total Clicks: 29,360
CTR: .09%
Community Mbrs 98,000+
Total $$: $130K +30%
(YoY)
IFAW Seal Campaign
Tuesday, April 11, 2023
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IFAW Seal Campaign
Tuesday, April 11, 2023
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IFAW Seal Campaign
Join the Campaign
1: Personal Info
2: Personal Message
3: Avatar or photo
4: Audio Message
Tuesday, April 11, 2023
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IFAW Seal Campaign
Take Action Make a Donation
Tuesday, April 11, 2023
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Community1
2
3
4
5
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1: Video Podcast
2: Recent Blog Posts
3: Recent Comments
4: Blogroll
5: MySpace Friends
6: Tagging
IFAW Seal Campaign
Tuesday, April 11, 2023
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IFAW Seal Campaign
Tuesday, April 11, 2023
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IFAW Seal Campaign Campaign Marketing (Online)
– CampusPlus (college students)– CanWest Media Sales– Grist– GroovyGreen– National Geographic– Treehugger– Tribal Fusion, Inc.– Undertone Networks– USA Today (targeted)– Yahoo! (targeted: Pets/Animals)
– ENN (Online Enviro Community)– Assorted Blog Ads– Online College Newspapers– Local Newspaper -Ottawa
Citizen– Assorted Blog Ads
Animals Women Progressive Political Others
– Online College Newspapers
Tuesday, April 11, 2023
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IFAW Seal Campaign• Email Campaign
– Target email house list of 500K+– Email Series over 6 months
• January – Frame the issue• February – Introduce the campaign site• March – Advocacy• April – Giving• May – Wrap-up• June – Summary of Results
– Strong imagery (repurposed from site & real-time)– Strong & specific calls-to-action
Tuesday, April 11, 2023
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IFAW Seal Campaign
Best Practices Summary– Multiple Ways to Initiate Relationship– Integrated Ladder of Engagement– Peer-to-Peer Communication– User Generated Content (Multi-Media)– Network of Micro Communities– Active Solicitation
Rachel Weidinger@commonknow ^RW415.495.1784rweidinger@commonknow.comwww.commonknow.com
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Thank you.