social media breakfast ottawa 14 presentation united way
TRANSCRIPT
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Social Media in the charitable sector – a new way to engageStacey Diffin-Lafleur @TheStaceyBrendan Mullen @Brendan_Mullen
Communications and Marketing, United Way Ottawa
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Intro• Brendan and Stacey - a little bit about us• Focus of presentation: SM @UWO in 20091. What is United Way Ottawa?2. Barriers? Who said barriers?3. Where we started4. Some tools we used5. Results6. Lessons learned
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Who we are• NPO – Ottawa chapter established 1933• Building stronger, healthier communities • Low turnover• We market on a shoestring – volunteer
support is key • Workplace campaign model
– 1800 campaigns; 14,000 volunteers• Expanding engagement
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Did we have any barriers? Yep.• Corporate culture
– IT owning gateways (no Tweetdeck, sites blocked, no access to Myspace, bandwidth restrictions)
– Hey….we’ve always done it this way– Facebook and Twitter … those are for playing…
not for working– Fear of letting go – losing control of the messages
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Baby steps…• Basic website
– No robust online donationtool
• EBlasts– Really just invitations
• E-newsletter– Low subscriber base, not
used to engage
All push marketing, no conversation…
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Broadening our reach in 2009• Home-based business• Entrepreneurs • Smaller retail outlets• Students • Next Gen
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We changed it up• And..
– met a lot of the SM folks in town, asked a lot of questions, ate a lot of lunch
– Held a SM lunch and learn for United Way staff to demonstrate potential
– Got the Director’s Network at United Way Ottawa using Yammer
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We changed it up
– Used Twitter and Facebook to promote the Malcolm Gladwell visit…a lightbulb went off in the organization
– Put a plan in place……and the rest is history
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Next Step: Let’s start the conversation• Met Overlay.tv @ twestival• Desire to do more SM outreach• Deeper engagement w/ UW• Began outreach tool development
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Our SM tool• Access trusted networks – personal ask• Record.Share.Donate.• http://www.unitedwayottawa.ca/overlay.
php• Speaker’s Corner
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Our SM tool (mobile)
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Our SM tool• Other UWs excited about potential• Results and what we learned
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Some results• 68% year/year increase in page views at
www.unitedwayottawa.ca• 6,000 pageviews of Overlay page on United Way Ottawa
site• 200 user generated videos submitted• 22% year/year increase in # of online donors• 12% increase in total online $$$• 27 blogs about United Way Ottawa reaching 16K readers• Using Prospectics Inmailbox tool we are tracking our
EBlasts and E Newsletter open rates and fine-tuning• Schmoozefest sold out (year before attendance was low)• New people involved with us? Yes.
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Lessons learned • Listen, ask questions, don’t be afraid to
get involved• SM is a great engagement and
awareness tool and a low-cost, high return piece of our overall marketing strategy
• Measurement takes time, but put the tools in place now
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Lessons learned• Work within corporate culture to help more
senior execs and busy VPs to understand the value of Social Media – get them involved, show them results, engagement will follow. – St. Bernard Project/UW Nt’l Conference– Facebook help from employee body – engage, harness,
share– Bloggers invited to events as media- good ideas
spread. It’s all about telling the story to the right people.
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Lessons learned• Set your objectives - then achieve them• Start small• Not everyone will get on board -
immediately• Measurement – be prepared to defend
your results• Proceed until apprehended
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Questions…?• And thank you.