When your Prince Charming gives your kids nightmares

Case studies in using social media for awareness

James Howe@communic8nhowe

Case studies in using social media for awareness

Why Prince Charming?

Know your

Audience

Stages of a Networked Nonprofit

• Want to start moving• Crawl • Walk• Run• Fly

What stage is your organization?

• Want to start moving• Crawl • Walk• Run• Fly

Strategic spheres

1. To enhance the agency’s capacity to increase its awareness in the community • Build strong online communities on multiple social

media platforms

2. Every woman in Waterloo Region knows WCSWR and its services • Increasing awareness by women 18 – 25 is the top

priority

• To increase awareness of the agency in the community by women 25 - 35 who have kids

Know your Goals &

Objectives

What are your goals?

What are your objectives?

• Establishing independent lives as young adultso Developing long term relationshipso Active on social media especially Facebooko Found at bars, restaurants, schoolo Music is important to their life

• Only 5% of women surveyed in 2011 from this age group knew WCSWR only agency for with shelter for women and kids leaving abusive homes

What do we know about

women 18 – 25?

Who is your audience?

What do you know about them?

We wanted mothers of kids to think about or know:

• What about the kids?

• Help yourself. Help your kids.

• Woman abuse damages kids

• Take action for your kids. Women’s Crisis Services can help.

What do we

want them to know?

What about the kids?

What do you want them to

know?OR

What are your key messages?

Pick your tools & tactics

Traditional Tactics• Infographic poster distributed to

child care centres & community centres

• Annual awareness event• Launched campaign videos

• News release

• Cut it Out campaign trained salon & spa staff to recognize & refer

• Buttons & Action cards distributed via salons & spas

How can you share online?

Make use of other digital media

• Website pages o online home for

campaigns wcswr.org/charming wcswr.org/kids

• Google for Nonprofits/ Google Grant for Adwords

• e-newsletter

BREAK

He’s a real Prince Charming…

A secret to social media success is …

BEING SOCIAL

A secret to social media success is …

CONTENT

Use a social media planning calendar

Facebooko Size of community enhanced

through targeted adso Used sponsored posts

Twitter

o Not used much 1st yearo Used with Tweetdeck in 2013

Blogging

• Agency Blogo Minor role in 2012o Played a featured role in

2013

Brainstorm 10 blog post ideas

Youtube

• Youtube• Customize set up• Organize with playlists

LinkedIn

• LinkedIn Company Pageo Set up for 1st yearo Actively posted on it in 2013

Did we achieve our goals?

• Statistics show that the campaign successfully reached women 18 – 25 especially through Facebook

young women liking its FB page increased from 9 to 211 targeted FB “like” ads & promoted posts helped

helped Facebook posts potentially reach up to 30,000 people at the peak of its campaign with about 40% of these women 18 – 25

1,243 young women were “talking about” the campaign’s Facebook posts at its peak.

• The texting video proved to be popular and spoke to the desired demographic

Did we achieve our goals? 

Spring 2012

Nov. 30/12 July 3/13

Target: Nov. 30

Actual: Nov. 1/13

Actual: Nov. 30/13

Actual: Oct. 2014

Likes 119 723 (657+ from WR)

866 1,000 1,075 1,269 1.413

Women 25 - 34

198 (27.5 %) 270 (31.2%)

350 (35%)

  533 (42%)

Reach 23,124 Canada

15,298+ WR

Peak (Nov 12 – 18): 32,865

1167 Canada

742 WR

25,000+ Canada

17,500+ WR

Peak week: 35,000+

  Nov. 14 – Dec. 12 55,795

Canada 28,834+ 24,709 on

peak day (Nov. 23)

Reach: W 25-34

30.5 %

7,053 – Canada

4,666 - WR

23.1% 35%   Nov. 14 – Dec. 12 30% 16,739 8,650 WR

People Talking about Pg / People engaged (Liked, commented or shared)

Not recorded 26.3%

38 Canada

31 WR

27%

Peak week: 1250+

  Nov. 14 – Dec. 12 25-35: 45%

of those engaged

446 Canada / 200

318 WR / 143

Facebook

Did we achieve our goals?

• The texting video proved to be popular and spoke to the desired demographic– 1544 views during campaign– 2803 views currently

• Above average retention on texting & music videos in 2012 and for most of 2 videos from 2013

• All videos continue to attract views

• “What about the kids?” video– 531 views during campaign– 976 views currently

• “What about the us?” video (with kids art & thoughts)– 251 Views during campaign– 2,596 views currently

How will you know …

if you achieved your goals?

Lessons learned in 2012& improved upon in 2013

• There may have been too many videos given the agency’s early stage building online communities

• Some people could not distinguish between texting & music videos so greater distinction required

• More support from real world supporters/groups of women would have helped spread content

James Howe

Communicateandhowe.com@communic8nhowe