fundacion fabretto a social media project developed by patricia polvora for esic
DESCRIPTION
This is a project done for the NGO Fundacion Fabretto as a social media project for the scool ESIC in Barcelona. By Patricia Polvora.TRANSCRIPT
‘CAN*’ CUSTOMERS TO FOUND A FABRETTO PROJECT
A SOCIAL MEDIA APPROACHDEVELOPED FOR THE SCHOOL OF ESIC AND FABRETTO
*Caja Navarra (CAN)
Ericsson Internal | 2010-05-27 | Page 2
PRESENTER
Patricia PolvoraEricsson Employee & Ericsson Response volunteerFabretto volunteerCAN customerESIC student
ME
Ericsson Internal | 2010-05-27 | Page 3
STORY BOARD
ANALYSIS
BACKGROUND
STRATEGY AND TACTICS
IMPLEMENTATION
CONCLUSION
Ericsson Internal | 2010-05-27 | Page 4
OVERALL OBJECTIVE
To enableimpoverished
Nicaraguanchildren and their families inunderserved communities to
break the cycle of poverty andreach their full potential*
*From www.fabretto.org
Ericsson Internal | 2010-05-27 | Page 5
PURPOSE OF SOCIAL MEDIA ACTIVITY PLAN
To fund raise 5000€ for Fabretto project
via
the CAN bank’s initiative “Tú eliges, Tú decides”
CAN initiative: “Tú eliges, Tú decides”
Fabretto project: Fortalecimientos a Consejos de Padres/Madres de Familia en Escuelas de Nicaragua (no 17.688)
Ericsson Internal | 2010-05-27 | Page 6
PURPOSE VISUALIZED
!
Ericsson Internal | 2010-05-27 | Page 7
CONTENT BRIEF TO OUTLINE PLAN
ENCOURAGE customersof the bank CAN (CajaNavarra) to donate their social % to the
Fabretto project (no 17.688) that aims for fundraising of 5000€ before 31/12-10
(through the online channel “Tú eliges, Tú decides)
CLI
EN
TR
EC
EIV
ER
S
Required method: actions in social media
budget: 10 % of total fundraise = 500 €
Ericsson Internal | 2010-05-27 | Page 8
PEOPLE TO TALK TO
Customers of CAN that are not online (yet)
Customers of CAN that are online
Total # of customers
that donated in 2010 222674
Ericsson Internal | 2010-05-27 | Page 9
WHERE ARE THE PEOPLE ONLINE AND WHAT DO THEY LIKE?
DemographicBetween 25-45 years old
He/she lives in Spain (and to a great extent in Navarra)
His interests are His also visits these sites
Ericsson Internal | 2010-05-27 | Page 10
WHEN TO TALK TO PEOPLE
DEADLINE: 31/12 – 2010 (closure of period for fund raising)
FOCUS: occasions where CAN keeps their attention
Activities will take place starting August 15 to December 31 (4 1/2 months)
Ericsson Internal | 2010-05-27 | Page 11
HOW TO MEASURE SUCCESS OF PLAN
Amount of € raised
10% of total = break even10-30% of total = OK
30-50% = Good50-70% = Very Good70-100% = Excellent
WHEN
BASELINE: NOW ROI = 0€ROE = 0 % on all
1 MONTH AFTER ACTIONS
Increase in sentiments for “Fabretto” 20%
50 comments in any social platform
10 retweets
ROI
ROE
2 MONTH AFTER ACTIONS
3 MONTH AFTER ACTIONS
4 MONTH AFTER ACTIONS
Ericsson Internal | 2010-05-27 | Page 12
WHAT IS FABRETTO SPAIN
› ONG with headquarters in Madrid› 1700 members› Support education related activities in Fabretto schools in
Nicaragua
Ericsson Internal | 2010-05-27 | Page 13
› Bank with social profile, head office in Navarra› 4843 social projects listed in their plan “tú decides, tú elijes”
› 222674 clients contributed to the found raising in 2009
WHAT IS CAN (CAJA NAVARRA)
Offices are located in= clients
ANALYSIS
SETTING THE SCENE
MariaGuide of this journey
Ericsson Internal | 2010-05-27 | Page 15
TALKING
CUSTOMERCARE
FABRETTO SPAIN – SOCIAL MEDIA PRESENCE GRAPH
PRESENCE
BLOGGING
SHARING
INFO
COPETITIONS
ammado
Structure from @JM Tribó
Ericsson Internal | 2010-05-27 | Page 16
3 videos in No channel
50+ images in
82 fans on page (US page 543)no profile
SHARING/COMPETITION
TALKING/CUSTOMER CARE
BLOGGING/COMMUNITY
INFO
5 followers of profile (US 152)0 listed and 0 tweets (US 10, 120)
“ONG” no show within top 3 p
“Fabretto” show top 5
Not existing
FABRETTO SPAIN – SOCIAL MEDIA PRESENCE DETAILS
No blogs
Ammado to post info a few posts
Ericsson Internal | 2010-05-27 | Page 17
FABRETTO SPAIN – SOCIAL MEDIA PRESENCE NUMBERS
Source: Socialmention, twittergrader, web grader (100616)
Ericsson Internal | 2010-05-27 | Page 18
TALKING
CUSTOMERCARE
CAN – SOCIAL MEDIA PRESENCE GRAPH
PRESENCE
BLOGGING
SHARING
INFO
COPETITIONS
Structure from @JM Tribó
Ericsson Internal | 2010-05-27 | Page 19
429 videos in A channel with 28220channel views and 173929 video views
656 images in with buddy icon. Is a pro user
TV channel of their own
230 links in
577 fans on page295 friend on profile
SHARING/COMPETITION
TALKING/CUSTOMER CARE
BLOGGING/COMMUNITY
INFO
1617 followers of profile121 listed and 3184 tweets
125 subscribers of profile
community with functionality
1182 associated blogsand 261 are related to cooperation
“banco” and “banco social”“caja social” no show within top 3 p
“caja navarra” top 1
Post existing with last entrance 1/6
CAN – SOCIAL MEDIA PRESENCE DETAILS
Ericsson Internal | 2010-05-27 | Page 20
CAN - SOCIAL MEDIA PRESENCE ACTUAL
# of COMMENTS ON GOINGPage daily comments/answer most related to social actions. Customers publish questions and encourage social actions. Profile is used to promote actions 2-3/week
Tweets several/day
Friendsfeed 3/week
Arranging competitions in Upload social video 22/6. Win camera+$ to your social program
Have a TV channel
Developing an iPod app
Have a blog tool where people can become “bloggers” and widget to promote your selection on your webpage/blog
Ericsson Internal | 2010-05-27 | Page 21
CAN – SOCIAL MEDIA PRESENCE NUMBERS
Source: Socialmention, twittergrader, web grader (100616)
Ericsson Internal | 2010-05-27 | Page 22
ROE COMPARING IN SOCIAL MEDIACAJA NAVARRAFABRETTO*
Source: Socialmention, twittergrader, web grader (100616)
*Inc
lude
s U
S b
ased
acc
ount
s th
at a
re m
uch
mor
e ac
tive
Ericsson Internal | 2010-05-27 | Page 23
SEO COMPARING OF WEBSITES
Source: Socialmention, twittergrader, web grader (100616)
Ericsson Internal | 2010-05-27 | Page 24
CONCLUSION
CAN customers are active online and visible in social activities, pages etc online
Fabretto members/advocates are not visible in a gathered place online
2.0 website with interactivity1.0 website with no interactivity
Donators are between 25-55 years oldDonators are between 25-55 year old
Head office in Navarra Many customers in region
NO presence in Navarra (3 members)Focus Madrid/Barcelona
Over 6000 project. Not favourazingOffer channels where to contribute
NO good social media foundation to use for dialog/viralizing/sharing. Needs to be built up
HIGH social media presence. ACTIVE with customer care, promotion, dialog and contribution. Medium rate of followers
LOW social media presence. Not active. Low rate of followers/fans
FABRETTO needs to create a social presence and platform; it cannot getpull from CAN (besides CAN activities for contribution). Facebook: place where CAN customers are active +I dentified Fabretto. Good start point due to demographic similarities possibilities to address per location.People needs to be brought here or directly to CAN fund raising. Needs to be done via planned or ongoing activities (e.g. dinners, events)Fabretto needs to create presence in regions where CAN is but not Fabretto (e.g. Navarra). They depend on awareness/preference before action taken by CAN customers.
FAB
RE
TTO
CA
JA N
AV
AR
RA
STRATEGIC APPROACH
SETTING STRUCTURE
PedroGuide of this journey
Ericsson Internal | 2010-05-27 | Page 26
WHAT WE WANT TO ACHIVE
AWARENESS PREFERENCE CALL TO ACTION
INFLUENCE PERCEPTIONOF BRAND
VIRALIZEINSIGHT OF BRAND TAKE ACTIONDONATE VIA CAN
PREREQUISIT TO BUILD FOUNDATION FOR ACTION
Ericsson Internal | 2010-05-27 | Page 27
HOW WE WANT TO ACHIVE ITINSIGHT
OF BRANDELIMINATE
NWOMINFLUENCE
PERCEPTIONVIRALIZE TAKE ACTION
TRACKCONVERS.
MANAGEEXPERIENCE/
SERVICE
BRANDCOMMUNITIES
BLOGMARKETING
VIRALMARKETING
INFLUENCERMARKETING
Structure from @JM Tribó
Ericsson Internal | 2010-05-27 | Page 28
WHAT FOCUS – TWO FOLDED
EVAL
UAT
ION
AN
D M
EASU
REM
ENT
WO
RLD
FO
OD
DA
Y 16
/4
AUG
SEP
OC
T
NO
V
DE
C
DEVELOPMENT
DEVELOPMENT AWARENESS PREFERENCE
CALL TO ACTION
DUE TO FABRETTO’S LOW PRESENCE IN SOCIAL MEDIA, AND DO INPLANT A “NAME”IN THE MINDS OF THE TARGETED PEOPLE, THIS PLAN TAKES INTO ACCOUNT ALL PHASES
Ericsson Internal | 2010-05-27 | Page 29
WHAT FOCUS – DETAILED
AWARENESS
BUILD: social platform (web, networks)
IMPROVE: SEO (web page)
FOCUS: monitor, listen
PREFERENCE
BUILD: content to share
IMPROVE: build up mass
FOCUS: answer, create
CALL TO ACTION
FOCUS: Interact in CAN channels
Viralize game, content, “I like”, competitions
Activate CAN customers or “friends” of CAN customers to act
Ericsson Internal | 2010-05-27 | Page 30
WHAT FLOW OF COMMUNICATION
FABRETTOpage
Containsinfo about
game, comp-etitions etc
USERSPROFILEUSERS
PROFILEUSERSPROFILE
EVENTS
DM MAILPRESS
FABRETTO
CAN
CANpage
Containsfunctionalityto donate
Ericsson Internal | 2010-05-27 | Page 31
WHAT CHANNELSSEM EVENTS CONTENT APPLICATION
Structure from @JM Tribó
SEO
AMADO
Ericsson Internal | 2010-05-27 | Page 32
ACTION PLAN WHEN to speak WHERE
Structure from @Ben Hanna
You
tube
(2x/
mon
th)
Flic
kr(5
/wee
k)D
elic
ious
(5/w
eek)
FOUNDATION HOW OFTEN RESOURCE
Foundation: 10h/week
Twitter/ FB: 10h/week
Blog: 10h/week
Create content: 10h/week
TACTICAL APPROACH
DOING IT
MarioGuide of this journey
Ericsson Internal | 2010-05-27 | Page 34
MAKING PAGE SEARCHABLE (SEO)
Measure: add code to index from google analytics
Onsite SEO: add missing metadata, check size of page (think of speed), identify proper key words and add in text(long tail keywords), add links (internal/external) to logic information, metatag images, add images and embed/link videos
Offsite SEO: identify blogs/webpages and ask for/encourage linking (partners, other Fabretto orgs, volunteers, local blogs in CAN area)
AWARENESS
Ericsson Internal | 2010-05-27 | Page 35
MAKING PAGE SOCIABLE (SEO)
Social plug ins (Facebook)
AWARENESS
CAN related info
section
section
channel
LIKE BUTTON
LOG IN BUTTON
COMMENTS
FACEPILE
LIKE BOX
Ericsson Internal | 2010-05-27 | Page 36
MAKING FABRETTO FB PAGE MORE SOCIAL
AWARENESS
Add youtube, flicker, welcome
tabs, countdown, competition
Customize image, add bio
Ericsson Internal | 2010-05-27 | Page 37
MAKING FABRETTO TWITTER MORE SOCIAL
AWARENESS
Add image
Adapt background
Add other channels,
description,who
tweets
Add bio
Ericsson Internal | 2010-05-27 | Page 38
IMPROVING NAME OF PROJECT
!-simple-direct/explanatory-directed to donators-easy to remember-play with “tu eliges, tu decides”-“your/you”“with your money”“students”
CHANGE NAME
-Tú dinero, su apoyo-Tú apoyas, ellos a sus hijos
-Tú apoyas sus estudios, tú decides su futuro
-Tú ayudas, ellos ayudan a sus estudiantes/hijos U
SE
IN C
OM
MU
NIC
ATI
ON
RE
CO
GN
IZE
D
SEAR
CH
ED
FO
R
AWARENESS
Ericsson Internal | 2010-05-27 | Page 39
PARTICIPATING INONGOING CHILDREN RELATED SOCIAL ACTIVITIES
Every child in the world should have access to an education…dance with Shakira for one goal
AWARENESS
Ericsson Internal | 2010-05-27 | Page 40
ACTION PLAN LISTENING (1ST PHASE)
recordIdentify what they communicate, social actions
TwitterFacebookBlogs
WeeklyFollow XX3 ONG
recordIdentify what they communicate, social actions
TwitterFacebookBlogs
WeeklyFollow XX2 ONG
recordIdentify what they communicate, social actions
TwitterFacebookBlogs
WeeklyFollow XX1 ONG
recordWords (spanish):ChildrenEducationFabrettoONG
TwitterFacebookBlogs
DailyIdentify and follow “important bloggers”
recordWords (spanish):ChildrenEducationFabrettoONG
TwitterFacebookFriendsfeedYoutube
Dailytracking of conversations
ACTIONWHATWHEREWHENACTIVITY
PREFERENCE
Ericsson Internal | 2010-05-27 | Page 41
ACTION PLAN ANSWERING (2ND PHASE)
recordWordsChildrenEducationONG
NetsquaredSolucionesong.orgammado
DailyComment on articlesONG pages
recordWordsChildrenEducationONG
MashbleSocial MentionSocial Media examiner
DailyComment on articlesGeneral pages
recordWords (spanish):ChildrenEducationFabrettoONGHuman rights
TwitterFacebookFriendsfeedYoutube
DailyComment on conversations
ACTIONWHATWHEREWHENACTIVITY
PREFERENCE
Ericsson Internal | 2010-05-27 | Page 42
ACTION PLAN CREATING (3RD PHASE)
Related toONGSocial MediaEducation/SM
Youtubevimeo
MonthlyRecord videos
RecordONGSocial MediaEducation/SM
NetsquaredSolucionesong.orgammado
MonthlyWrite articles forONG pages
recordONGSocial MediaEducation/SM
MashbleSocial MentionSocial Media examiner
Monthlywrite articles forGeneral pages
recordWords (spanish):ChildrenEducationFabrettoONGHuman rights
TwitterFacebookFriendsfeedYoutube
DailyCreate posts
ACTIONWHATWHEREWHENACTIVITY
PREFERENCE
Ericsson Internal | 2010-05-27 | Page 43
INSENTIVE BLOGGERS TO WRITE
› Give bloggers “unique” information– Special interview with children– The latest video
› Give bloggers information “first” (VP)– Facts of success– Preview– Success stories
› Give bloggers specific products– Developed by the children– Result from projects “tangible”
PREFERENCE
Ericsson Internal | 2010-05-27 | Page 44
REUSING THE ‘LIKE’ FUNCTIONALITY ON CAN PAGE
!
PREFERENCE
Initiate a competition with pricesthat encourage people in this group and other similar to do ‘I like’ and “who brought the most friend to FB thinkingin order to win a product
Ericsson Internal | 2010-05-27 | Page 45
SENDING A SECRET
PREFERENCE
Incentive fans/offline people to “send a secret”relate it to children, games when you were a child“brand it” with fabretto, relate to CAN proyect, lead to fabretto FB page (that is relating to CAN project)
Ericsson Internal | 2010-05-27 | Page 46
COMPETITION RELATED TO WIKIPEDIA POSTS
CREAT THE WIKIPEDIA PAGE FOR FABRETTOHave them take information from the CAN page
Encourage friends to “I like” and most gathered winsa “hot product” with content related to fabretto (e.g. if an Ipadthen the bag could be handmade by fabretto children)
PREFERENCE
Ericsson Internal | 2010-05-27 | Page 47
COMPETITION RELATED TO #HASHTAGS
CREAT A HASHTAG AND ASK PEOPLE TO RETURNSOMETHING WITH THAT TAG IN ORDER TO WINHave them take information from the CAN page
Encourage that if they are CAN customers
CALL TO ACTION
Ericsson Internal | 2010-05-27 | Page 48
CREATING A COMPETITION ABOUT IDEAS
CALL TO ACTION
Use FB application or other. Relate the idea to education, children let the price be that it will be implemented/reported/their name recorded in school etc promote in CAN channels and encourage donation
Ericsson Internal | 2010-05-27 | Page 49
VIRALIZE A SHARING SITUATION
CALL TO ACTION
Relate the idea of dreams to children let the price be that it will be implemented/reported/form part of training material/their name recorded in school etc promote in CAN channels and encourage donation
Ericsson Internal | 2010-05-27 | Page 50
PARTICIPATING IN CAN COMPETITIONS
CALL TO ACTION
Participate and then share your contribution and refer to donation page/project
Ericsson Internal | 2010-05-27 | Page 51
GENERTING CLICKS VIA A TARGETD ADD
!
CALL TO ACTION
For all competition/sharing, use adds
Ericsson Internal | 2010-05-27 | Page 52
BEING ‘SPONSORED’ BY A CHILD
CALL TO ACTION
› Instead of you sponsoring a child, a child can sponsor you
› The “sponsorship” consist of communication with that child; they teach you their life and what they believe in
› The idea of setting up a “vote” situation where the friends have to vote for you and the more votes…the 3 o 5 top get assigned a child and communication initiated
Ericsson Internal | 2010-05-27 | Page 53
USING EXISTING SUPPORT TO PROMOTE CAUSE
CALL TO ACTION
Ericsson Internal | 2010-05-27 | Page 54
CREATE A GAME
To land a “fun (social media) game” in the hands of the audience that they remember playing when they were kids. A typical “Spanish game”
MAKE IT EASY TO DONATE MONEYTO FABRETTO PROYECT VIA “TU DECIDES”
To make the content of the Game as similar as possible to making the same action in the real world, seamless step in “making it for real”
Content is related to giving away money (e.x. monopoly) or competingin gathering dummy money and “building” something (ex. Farmville)
The result/price is related to… and a call to action on donating moneythrough the CAN initiative or Navarrra related.give a “premium”?
CALL TO ACTION
Ericsson Internal | 2010-05-27 | Page 55
GAME IDEAS
Veo veo
monopolio
tetris
Ta te tiEntre amigos
Anotationsen images
Anotationsen videos
(youtube)
mapcompetein visits
(get friendsto support)
Save
Your friends
Build a world
Education
related
$
related
CALL TO ACTION
Ericsson Internal | 2010-05-27 | Page 56
GAME EXAMPLES
CALL TO ACTION
CONCLUSIONS
Patricia PolvoraEnds this yourney
Ericsson Internal | 2010-05-27 | Page 58
CONCLUSION
A non-profit organization can not afford NOT to focus on social media.
Make use of volunteers to resource actions, but get to the work!
Executing this plan is not only an action related to the CAN project,
it will put in place a platform to use for other activities.
*From www.fabretto.org
Ericsson Internal | 2010-05-27 | Page 59
THANKS
Patricia PolvoraEricsson Employee & Ericsson Response volunteerFabretto volunteerCAN customerESIC student
ME