social media day staff presentation final june2011
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TRANSCRIPT
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Digital @ Red CrossDigital @ Red Cross
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New website
Strategic objectives
• improved capacity to fundraise
• efficient workflows and faster time to market
• contemporary look and feel
• improved user experience and engagement
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Website: visitors
Queensland Floods
•CycloneYasi
NZearthquake
Japan earthquake
1,160,592 visits
5,054,560 pageviews
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Website: regular giving
NZearthquake
Japan earthquake
521 sign-ups
•1 January – 11 June
Queenslandfloods
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Website: one-off donations
NZearthquake
Japan earthquake
53,013 donations
•1 January – 11 June
Queensland Floods
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Traffic sources
•1,160,592 visits for 5,054,560 pageviews
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Donations via referral sites
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PART B Social Media PART B Social Media PART B Social Media PART B Social Media ---- Strategic purpose
1. Enhance Red Cross brand & reputation
2. Support disasters and appeals
3. Champion community advocacy
4. Grow fundraising and commercial income
5. Enable positive supporter engagement
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Social Media is changing the way people engage with Red CrossSocial Media is changing the way people engage with Red CrossSocial Media is changing the way people engage with Red CrossSocial Media is changing the way people engage with Red Cross
Website (donations)
•(voice of authority)
•Face book (friendly voice of Red Cross)
•Red Cross
•Blog
•(Stories and sharing
•of how we help)•Launch in Sept
There are channel
differences and
common denominators
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Facebook Twitter
Red Cross Primary Social Channels
www.facebook.com/AustralianRedCross www.twitter.com/Australian Red Cross
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Red Cross Social Support ChannelsYouTube LinkedIn
www.youtubecom/australianredcross www.linkedin.com/companies/australian-red-cross
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Compared to other local brandsCompared to other local brandsCompared to other local brandsCompared to other local brands
Twitter Twitter Twitter Twitter
followersfollowersfollowersfollowers
Face book Face book Face book Face book
likeslikeslikeslikes
CharityCharityCharityCharity
14 83010 180WWF Aus
8322496Salvos Aus
452479 954World
Vision Aus
34561973Mission
Australia
99196109Oxfam
AUS
231016 223ARC
As of the 10th June
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Red Cross - Since August 2010
Digital Media Facebook - Weekly Interactions with Red Cross page
0
1000
2000
3000
4000
5000
6000
7000
8000
9000
11-A
ug-1
025
-Aug
-10
08-S
ep-1
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-Sep
-10
06-O
ct-10
20-O
ct-10
03-N
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-Nov
-10
01-D
ec-1
015
-Dec
-10
29-D
ec-1
012
-Jan-
1126
-Jan-
1109
-Feb
-11
23-F
eb-1
109
-Mar
-11
23-M
ar-1
106
-Apr
-11
20-A
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104
-May
-11
Wee
kly
Fac
eboo
k In
tera
ctio
ns
Weekly Active Facebook Users
•Lack of internal
•resource at this time
•Japan Disaster
QLD Floods
NZ Quake
•Red Threads launch ( Megan Gale)
•Bob Geldof Concert
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Social Media PolicySocial Media PolicySocial Media PolicySocial Media Policy
• Official channels
• Content approval; proactive, reactive content
• Online Communication Guidelines
One Red Cross with a multitude of messages
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Social Media Social Media Social Media Social Media ---- Strategically focused activityStrategically focused activityStrategically focused activityStrategically focused activity
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Enhancing the brand & reputation Enhancing the brand & reputation Enhancing the brand & reputation Enhancing the brand & reputation
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Supporting Disasters Supporting Disasters Supporting Disasters Supporting Disasters –––– during and postduring and postduring and postduring and post
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Driving fundraising and commercial incomeDriving fundraising and commercial incomeDriving fundraising and commercial incomeDriving fundraising and commercial income
Nearly 800 donations via Facebook since Jan 2011
78 donations via Twitter since Jan 2011
Paddington store launch – coupon download
New national email marketing platform
• driven brand consistency,
•cost savings
•best practice around eDMS
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Grow awareness of how we helpGrow awareness of how we helpGrow awareness of how we helpGrow awareness of how we help
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Coming soon Coming soon Coming soon Coming soon …………
Blogs
Launch blog ‘Real Stories, Real Lives’
Deepen our use of LinkedIn to recruit staff and volunteers
Youth engagement social media strategy
National Social Media Taskforce to be established
An interactive online IHL community
Integrating the use of Twitter into Red Cross media
Mobile applications for furthering engagement
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One united voice of Red Cross with a multitude of messagesOne united voice of Red Cross with a multitude of messagesOne united voice of Red Cross with a multitude of messagesOne united voice of Red Cross with a multitude of messages
They can search Google our website for a
community program they saw on TV, they can
share it with their friends
They can Google Red Cross to donate
They can find us on Facebook when they are
chatting with friends
They can receive updates on what we are doing
as we are doing it through Twitter
More importantly it is about the journey a
supporters goes on to find Red Cross and then
to share our messages of good will…….
Our objective for the next stage is to enable
them further to advocate our work ……..