MONDO ECONOMICO E DIRITTI UMANI Gestire la transizione da «Corporate Social Responsability»
Corporate Social Responsability using Social Media - 1ClickDonation Platform
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THE SOCIAL IMPACT Project Funding, Crowdsourcing & Social Media
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"You’re Spending Your Money in All the Wrong Places Driving online advocacy may be the most eff ective way to strengthen your brand." David C. Edelman Social media make the “evaluate” and “advocate” stages increasingly relevant.Marketing investments that help consumers navigate the evaluation process and then spread positive word of mouth about the brands they choose can be as important as buildingawareness and driving purchase.
Transcript of Corporate Social Responsability using Social Media - 1ClickDonation Platform
THE SOCIAL IMPACTProject Funding, Crowdsourcing & Social Media
Overview
● To this day the Social Media are pivotal in the growth of brand awareness and brand reputation, as well as in the community building and in the development of engagement strategies targeted to users.
● The crowdsourcing model enables companies to engage people from a cooperative point of view in order to achieve their goals. Crowdsourcing is being increasingly used via the new technologies to cover a wide array a fields.
● CSR campaign are key to develop brand (re)positioning, strenghten its reputation and by these means involve the users in the brand activities.
Concept
Without 1ClickDonation…
CSR campaigns involving customers passed over their heads, and were basically oriented to selling goals (e.g. "buy a product and the brand will devote part of the income to charities").
With 1ClickDonation…CSR campaigns get "democratic": a company offers a good, NGOs give visibility to their activities, and people decide and become protagonists, rewarding both companies and organizations, sharing and spreading the "pleasure" of the initiative.
A win win win platform
1ClickDonation is a "clickraising" platform, featuring a new way to support non profit organizations and charitable initiatives.
The platform is the meeting point of its three main actors' needs:
• WEB USERS (1CLICKERS)
• NON-PROFIT ORGANIZATIONS
• COMPANIES
How it works
Donation
Like, Conversations, Participation
Visibility, Traffic, Relationship, Clicks, Lead
Brand-Sponsor
Fundraising in the age of Social Networks
The sponsor grants a donation
Users choose
whom to donate to
Organisations apply by
submitting a form. Those
who gain more clicks receive the donation
guarantees the correct functioning of
the charitable initiative
Engagement
The sponsor benefits in terms of brand awareness and brand reputation generated by viral spread started from the users’ clicks
Web users are oriented to active participation and protagonism. They love to act, take the initiative and share: with 1ClickDonation a click is enough to be the main player in the charity initiative. Quick and for free.
Every click generates a story on Facebook
LO SPONSOR LE
ORGANIZZAZIONI
GLI UTENTI
Main benefits
• For sponsors:
Original CSR that offers a distinctive positioning Enhanced Digital Brand ReputationActivation or reactivation of social channelsFanbase growthBoost of conversationsDialogue with clients and prospectsQuality and quantity audience profilation Increase of traffic driven to the site
Main benefits
• For Non Profit Organizations:
DonationsFree visibility to their institutional activities and projectsContact with prospect funders
Main benefits
• For the user:
Active participation in the selectionAbility to vote for more than one non profit during the
same campaignActivities shared in real timeDirect involvement of the friends network
1CLICKDONATION BY NUMBERSFact and figures
I Numeri
Candidature spontanee da parte delle ONP
o proposte da utenti sostenitori
Dati Ufficiali
Google Analytics
1ClickDonation community
• 1Clickdonation community counts more than 900.000* people:– Engaged– Affected– Active on the page– Ready to take part in new campaigns
*[110.000 fan on the Facebook page / 320.000 users that authorized the app / 410.000 website subscribers]
The FB Community
The FB Community
Every campaign can be personalized according to the topics or the peculiar activity field.
Environment
Gender equality
Animals rightsSocial aid
Sports
The audience
THE PROJECT1ClickDonation campaigns
Progetti e organizzazioni Non Profit
1ClickDonation has been engineed to host campaigns belonging to one of the following types:
1) «Limited number» campaigns, featuirng a defined list of Non Profits previously chosen by the sponsor. Users can pick from the list which one to support by donating their click
2) «Open enrolment» campaigns where all organizations can participate.
In this case the campaign subtype can be one of the following: Campaigns “open” to every non profit sector Campaigns “open” to every organization belonging to a preset sector
(environment, animal rights , gender equality etc.)
LIMITED NUMBER CAMPAIGNS1ClickDonation campaigns
Which kind of project is the
Sponsorl going to fund?
YOU will choose it!
Donate your click to your favourite
project. Help us choose which project will be
funded
Some projects can be chosen by the Sponsor in the pre-production stage
Each project has a description in a
dedicate form that allows users to discover and
understand the details of project objectives.
CAMPAIGNS OPEN TO ENROLMENT FROM EVERY SECTOR
1ClickDonation campaigns
“Kinder+Sport+1Click” (2013)
+180.000 fans in 60 days+300.000 clicks donated
+3.500 Non professional Sports organizations enrolled+3.000.000 pageviews
+1.000.000 visits+70.000 histories pubblished on Facebook
+12.000.000 impression generated from the stories+132.000 clicks on the stories
“Kinder+Sport+1Click” (2013)
Stray cats and dogsA campaign targeted to the non profit organizations committed to
the care of stray cats and dogs.The donation was made of pet food and meds.
.
1ClickDonation, the “Woman” Edition ‘Citroën Woman Edition’ lasted from March 8th to June 30th, 2013, providing participation for all non profits dedicated to
projects on behalf of women.
The ‘green’ edition of 1ClickDonation ‘Citroën Créative Écologie’ took place from 23rd April to 31st July
2012. It was dedicated to non-profit organisation addressing environmental issues.
OPEN ENROLMENT CAMPAIGNS LIMITED TO A PRESET SECTOR
1ClickDonation campaigns
The website is set in 5 languages:
- English-- Spanish-- French-- Portuguese-- Italian
It’s engineered to to make the addiction of
further languages very simple
And the organizations and users started to
speak about 1Click in so many different
languages.
Case History and results
Earned FB fans
NPOs Audience Duration (days)
Donation
45.000 Social (Destitution, Childhood, Health, Research)
90 3 vans
90.000 All (but sports)
60 € 10.000
23.000 Environment and sustainability 45 6 bikes and 2 electric cars
20.000 Project to support womens rights 60 3 cars
48.000 Animal care(Cathouses and doghouses)
90 Petfood for a value of € 18.000
180.000 Sports (Non professional Sports Organizations)
60 Sports equipment for a value of € 40.000
Further info
http://www.youtube.com/user/1ClickDonation
https://www.facebook.com/1ClickDonation
ThanksFeel free to chime in also via email
