donate your voice: lessons from two years of automated, integrated social campaigns, with erin...
DESCRIPTION
Using social media in ways few non or for-profit Erin Swansoncompanies have yet, Water.org is seeing unmatched conversion rates through automated marketing, driven by a simple ask.Marketing Programs Manager Erin Swanson will discuss how Water.org has maximized absolutely no PR budget and its limited resources to engage more people with the cause, meet growing organizational goals, and increase online grassroots support over the past two years.TRANSCRIPT
DONATE YOUR VOICE:
Lessons from two years of automated, integrated social media campaigns
Tuesday, April 17, 12
THE MISSION: Universal access to safe waterand the dignity of a toilet in our lifetime
Tuesday, April 17, 12
Finding us online
facebook.com/watertwitter.com/water
youtube.com/waterpinterest.com/waterdotorg
Instagram/waterdotorg@water | @explodingsoul
Tuesday, April 17, 12
ONLINE STRATEGYATTENTIONVOICETIME
Tuesday, April 17, 12
ONLINE STRATEGYATTENTIONVOICETIME
ADVOCACY OVER FUNDRAISING
Tuesday, April 17, 12
DESIRED STATE:
Tuesday, April 17, 12
WARNING…A tulip epidemic
Tuesday, April 17, 12
Tactics to deploy a message
Sharable
Hard to Miss
Easy to Miss
Unshared
Tuesday, April 17, 12
Tactics to deploy a message
Sharable
Hard to Miss
Easy to Miss
Unshared
Tuesday, April 17, 12
Tactics to deploy a message
Sharable
Hard to Miss
Easy to Miss
Unshared
Mailbox Inbox
Tuesday, April 17, 12
Tactics to deploy a message
Sharable
Hard to Miss
Easy to Miss
Unshared
InPerson
Mailbox Inbox
Tuesday, April 17, 12
Tactics to deploy a message
Sharable
Hard to Miss
Easy to Miss
Unshared
InPerson
Mailbox Inbox
Feed
Tuesday, April 17, 12
Getting into the feed
Reliable
EasyDifficult
Unreliable
Tuesday, April 17, 12
Getting into the feed
Reliable
EasyDifficult
Unreliable
Tuesday, April 17, 12
Getting into the feed
Reliable
EasyDifficult
Unreliable
CopyPaste
ManuallyPost
Tuesday, April 17, 12
Getting into the feed
Reliable
EasyDifficult
Unreliable
CopyPaste
ManuallyPost
Like
Tuesday, April 17, 12
Getting into the feed
Reliable
EasyDifficult
Unreliable
CopyPaste
ManuallyPost
Like
Automate
Tuesday, April 17, 12
DANDELIONS…Going viral – they’re everywhere!
Tuesday, April 17, 12
Donate Your Voice - How it works
Erin Swanson
Tuesday, April 17, 12
Donate Your Voice - How it works
1.
Erin Swanson
Tuesday, April 17, 12
Donate Your Voice - How it works
I learn, I care
Women, we can hear your roar [bitly]
1.
2.
3.
Erin Swanson
Tuesday, April 17, 12
Donate Your Voice - How it works
I learn, I care
Women, we can hear your roar [bitly]
1.
2.
3.
4.
I donate my voiceErin Swanson
Tuesday, April 17, 12
Attention, Voice, or Time
my.Water.orgFollow a community
power.Water.orgDonate your voice
give.Water.orgFundraise for water
Tuesday, April 17, 12
Campaigns
waterday.orgWater Day2011, 2012
twakeover.Water.orgTwitter Campaign
2011
toiletday.orgTalk Sh*t All Week
2011
Tuesday, April 17, 12
People want to be provoked
What worksMore people have a mobile phone than a toilete water in your toilet is cleaner than nearly a billion have to drinkWomen could build 28 Empire State Buildings today but instead they are collecting watere price to air a Super Bowl ad could get 140,000 people clean water for life
What doesn'tCheck out our new partnership with Levi’sLook we were mentioned here, we got this donationHonored to be recognized by Mashable as Top 10 in Social ActivismLet’s help Lakeview Middle School bring #ve people clean water for life
Tuesday, April 17, 12
SOME METRICS
All sites combined: WaterDay.org, 11 / 12 ToiletDay.orgPower.water.orgGive.water.org My.water.org Twakeover .water.org
Tuesday, April 17, 12
e Results thus far
Users have donated their accountand 11% of visitors join the site
35thousand
Tuesday, April 17, 12
e Results thus far
Users deliver at least one unique new visitor to the siteoften within the #rst seven days they have an account
65%
Tuesday, April 17, 12
e Results thus far
Estimated number of impressions generated
60million
Tuesday, April 17, 12
WARNING…A tulip epidemic
Tuesday, April 17, 12
DANDELIONS…Spreading the message everywhere!
Tuesday, April 17, 12
