Social Media Marketing

Donate Life IllinoisI am. Are you? Campaign

Scott Meis Joslyn OstenSr. Project Director Sr. Public Education CoordinatorCarolyn Grisko & Associates Inc. Gift of Hope Organ & Tissue Donor Networkwww.grisko.com

What is Social Media?

Engaging, interacting and building communitiesonline through the use of social tools and

technologies.

Why it Works for the Donation Community

• Demographics of college and workplace audiences

• Maximizes use of online registry & measurement

• Easy engagement and interaction!

• Leverages long-term relationships

DLI social media platform

I am. Are you? blog (www.iamareyou.wordpress.com)

MySpace (www.myspace.com/donatelifeillinois)

Facebook (group, page, cause – search “Donate Life Illinois”)

YouTube (www.youtube.com/donatelifeillinois)

Illinois Donor Diaries (http://donatelifeillinois.org/donatelife/donor-diaries.htm)

Many analytics, one ultimate measurement:

Donor registrations

www.DonateLifeIllinois.org

Social Media Platform

DLI Website

Workplace Campaign

• Engage James Tyree, Mesirow CEO, transplant recipient as Honorary Chair

• “Virtual donor drives,” move away from time-intensive outreach, keep it simple

• Email via HR, newsletters, select health fairs/events

• Display support on our site via logo• 175 Workplace Partners to date

Campus Campaign

• Initiated Campus Challenge- 20 schools participated - 2,500 registrations

• Engaged student groups (PRSSA, Student Nurses, Honor Societies, Greeks, PR/Marketing Classes, Volunteer Centers)

• Mix of serious and fun messaging utilizing Morgan D’ Organ

• April engagement utilizing Challenge contacts

Campus Campaign Tips

• Localize, localize, localize

• Provide tools, resources and drive the campaign!

• Keep it fun & engaging

• Maximize online!

http://www.new.facebook.com/group.php?gid=35493754576&ref=ts

Campaign results since January ‘07

Direct: More than 25,000 registrations

– 23% college – 12% workplace– 12% family/friends

Illinois’ average monthly registrations

2006: 125,000/month

2007 to date: 131,600/month

Total impact on Illinois registry

Jan. 1, 2007: 1.49 million

June 2008: More than 3.5 million

NEW GOAL:

5 MILLION BY APRIL 30, 2009!

Recommended ResourcesGroundswell

Nudge

*Fall CG&A Social Media Webinar (October)

*Social Media Snippets Blog:http://www.smeis.wordpress.com