Post on 16-Sep-2014
description
Presented by:Alyson Rowe, War Child@alysonrowealyson@warchild.ca
War Child ChallengeSOCIAL MEDIA BEST PRACTICES
FOR NOT FOR PROFITS
War Child CanadaWar Child’s mission is to empower children and young people toflourish within their communities and overcome thechallenges of living with, and recovering from, conflict. Toachieve this, War Child works collaboratively with thosecommunities to:
• Increase access to education, especially for girls and young women.• Overcome the obstacles of poverty and economic marginalization.• Create a protective environment for the rights of children and
youth.
Active programs in the following countries:1. Afghanistan2. Sudan (Darfur)3. Uganda4. Democratic Republic of Congo5. Ethiopia6. Sri Lanka7. Sierra Leone8. Haiti
War Child & Social Media
Our First Foray…
Can Lightning Strike Twice?
A Cause far from Home
The War Child Challenge
War Child Challenge: Why then and not now?
What can change in a year?
2010- Ipad is released- Twitter celebrates 100 new accounts- Ning usage- Tehran
2011- Google Plus- RIP Steve Jobs- Linked in goes public- Twitter
“Year in Review”- Arab Spring
War Child Challenge:
Objectives
Generate awareness and engagement for War Child/CIDA’s work
• Set challenges for bloggers to focus on Millennium Goals• Generate discussion among non-core audience
Use ‘social media’ in the broadest sense to engage the public
• Challenges would use text, video, photography as well as Twitter/Facebook
A fresh perspective
• Have a fresh set of eyes experience the challenges faced by the communities we work with
Objectives
Generate awareness and engagement for War Child/CIDA’s work
• Set challenges for bloggers to focus on Millennium Goals• Generate discussion among non-core audience
Use ‘social media’ in the broadest sense to engage the public
• Challenges would use text, video, photography as well as Twitter/Facebook
A fresh perspective
• Have a fresh set of eyes experience the challenges faced by the communities we work with
Our Approach
Digital Footprint
•Social media newsroom•Facebook integration•www.childsoldiers.com
Blogger Relations
•Bring campaign to life
Twitter •Amplify, spread and join the conversation
Available Platforms
Digital Footprint: Track your Success
Objectives• Digital news hub• Integrated in WC site• Integrated with Facebook• HQ for blogger outreach
Digital Footprint:Facebook
Objectives• Raise awareness• Cultivate conversation• Connect with the fans
Blogger Relations
Objectives• YouTube video embeds• Get people
talking/sharing• Engagement and
advocacy• Make ask/key message
clear• Cultivation is key
Results
YouTubeResults• Okutta reached 107K
views in one year; Child Soldiers reached 115K in three weeks
• Top Featured and Top Favourited on Youtube globally
• 6th most discussed nonproft video of all time in Canada
• 1666 comments and counting
Blogs
• Who’d we pitch?• Visuals of pitch• Screen caps of results
Results• Blogger Knife Box drop
lead to features in:• BlogTO• She Does the City• IwantIgot• Big City Liberal • And more! (total of 65
posts)• Lead to 17,689 referrals
to helpchildsoldiers.com from blogs and websites
Results• Amplified conversation• Connect with key media
and brand influencers• Manage the pulse of your
brand
WebsitesResults• Over 7,800 visits to
helpchildsoldiers.com• 2,000 new memberships• 80% increase in
volunteers• 50% increase in donations• Warchild.ca web traffic
doubled during campaign blogs and websites
Return on Investment
Return on Investment:Why it matters
Return on InvestmentHeroes Benefit CD Twitter promo:
$1,500200% Increase in followers
856 Twitter mentionsInfluence - 150,000 members
Return on Investment
• Inclusion in 12 for 12K Twitter promo - $12,000
• Voted by community to be recipient of mesh conference funds; those funds were doubled by a Twitter user - $2,500
A valuable community:
Return on InvestmentMost Importantly:
• A community is born• Give your organization a voice• Share impacts instantaneously• 300 requests to be volunteers• Live Tweeting from War Zone by co-
founder Samantha Nutt (@NuttsAtWarChild)
http://www.slideshare.net/PRworks