Presented at 2012 AFP Toronto Congress by Liza Jerome.
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Building awareness & engaging champions of your cause
1. BUILDING AWARENESS &
ENGAGING CHAMPIONS
FOR YOUR CAUSE
Liza Jerome, CFRE
VP, Innovation & Development
Centre for Addiction and Mental Health Foundation
With Special Guests
Miguel Amante Kate Richards
Online Content/Digital Marketing Specialist Social Media Coordinator
Centre for Addiction and Mental Health Foundation Centre for Addiction and Mental Health
7. WHAT IS BRAND?
• A promise to your donors/stakeholders/
customers
• NOT a logo or a name
• Your brand is the sum total of your reputation
as it builds in your audience’s mind
• The brand promise drives everything
• Every organization has a brand – whether or
not they designed it
8. “Your brand is what people say
about you when you’re not in
the room.”
Jeff Bezos, Founder & CEO of Amazon.com
9. DEFINING BRAND
• Who is your target audience?
• What are your competitors doing?
• What’s your brand position?
• What’s your promise?
10. Think about a brand you are
emotionally connected to…
What brand is it?
Why do you feel this way?
What value do you gain from
interacting with the brand?
How do you talk about that brand?
14. VALUE EXCHANGE
What Brands Give People
• Product or experience
• Conversation
• Access
• Utility
• Entertainment
• Social Currency What People Give Back To You
• Authenticity
• Word of Mouth - endorsement
• Advocacy
• More consumers
15. Engagement is the KEY to Growth
ENGAGED Likes Page NOT ENGAGED
Sees Your Content
YES – Fans entered NO – Fans did not enter into
conversation & activated next conversation & content reach
ENGAGEMENT
tier of engagement limited
Amplified Reach Limited Reach
17. OSCAR MEYER
• Open to feedback
• Accessible and Responsive
• Creative/unique to break
through the noise
18. McDONALD’S
• Open to feedback
• Transparent
• Authentic, accessible & responsive
19. What causes are you engaged with?
What is it about them that keeps you there &
coming back?
Do you follow their social media & why?
If they asked you to do something would you?
20. TIERS OF ENGAGEMENT
ADVOCACY
Energize cause
lovers & inspire
them to share their
experiences
ENGAGEMENT
Motivate people & WALL POSTS
give them reason + (advocacy)
permission to SHARES
engage more (advocacy + conversion)
ACQUISITION deeply
Create a point of LIKES, COMMENTS, SHARES
entry & ways to (brand pride)
connect with your
cause VIEWS, CLICKS, STREAMS
(top of mind awareness)
FANS & FOLLOWERS
VIRALITY %
(percent we’re engaging)
26. CANADIAN DIABETES ASSOCIATION
• Incentives for
participation
• Voting encourages
sharing
• Easy to share &
involve others
27. Is there a difference between
engaging with a for profit brand
versus a not-for-profit brand?
28. LISTENING
BRAND/CAUSE CHAMPION
•What are people telling each other? •Who are they?
•How do they feel about you? •What are their needs & passions?
•What are their beliefs about you? •How do they connect with the
world?
CATEGORY CULTURE
•What are people saying about •What elements of culture are new
competitors? & trending among your audience?
•What motivates people to choose •What are they “into” right now?
you over others?
36. COMMUNICATION
BRIEF
• What are we selling? The product/service/offer is…
• What problem are we trying to solve? Objectives of
campaign
• Who are we talking to?
• Key selling idea
• Reason to believe
• What has been done before
• Communication requirements, what does it need to be?
• Creative considerations
39. COMMUNICATION
MEDIUMS
TRADITIONAL PAID EARNED & SOCIAL MEDIA
•Wild postings •PR
•Out of home •Bloggers/digital word of
•Print mouth
•Radio •Email
•Cinema •Facebook, Twitter,
Pinterest
•Direct marketing
40. PHASE 1 ENGAGEMENT
• Objective: Drive people to Hospital’s social
media channels via ads
• Strategy
– Asked community to contribute phrases
– Build a conversation & engage new members
– Purchased Facebook ads leading to Hospital’s
Facebook page
• Branded the campaign for social media
#defeatdenial
41. FACEBOOK STATS
Engaged Page Users vs Viral Reach
• 51% increase in Facebook 4000 4000
followers 3500 Viral Reach 3500
Engaged Users
• Largest daily viral reach:
3000 3000
48,714 Facebook users 2500 2500
(average: 2,625) 2000 2000
1500 1500
• Largest # of engaged
1000 1000
users: 1,865 (average
from May – October: 276) 500 500
0 0
May
* Stats are from CAMH Hospital Facebook page only
42. LISTEN
• Gather feedback
– Personal
– Media
– Social media
• Categorize feedback
• Respond
• If applicable, react
44. CRITICS, CHAMPIONS
& ADVOCATES
• Now that we have them what are we asking
them to do?
– Learn
– Educate
– Participate (talk about the issues, share
stories/lived experience, share knowledge)
46. PHASE 2 ENGAGEMENT
• Objective: Engage community, educate &
empower people to advocate
• Create sharable content & attempt to increase
virality of message
47. SOCIAL MEDIA PLAN
Engagement Strategies
• Leverage knowledge & expertise at CAMH to
educate our target audiences on about mental illness
and addiction
• Use Mental Illness Awareness Week (Sept 30 – Oct 6)
to share information about mental illness & engage
community
• Encourage and empower the CAMH community to
share their stories
48. METRICS
Facebook
• # fans: Increase 15% between Sept. – Nov. ‘12
• Viral rate: +2% per campaign related post by Nov. ’12
• Wall posts: Min. 3 comments per wall post from
Sept. – Oct. ’12
Twitter
• # Twitter followers: Increase 15% between Sept. –
Nov. ‘12 (5,838 to 7,034 – 20%↑)
• Retweets: 2-5 per #defeatdenial twitter post during
Mental Illness Awareness Week Oct. 1-5 ‘12
53. LEARNINGS
• Listen to the conversation not just the critics –
what do people want?
• Plan in advance but be flexible & resourceful
to seize opportunities
• Executive support, buy-in & trust is a must
• More resources can lead to greater success
• Social media is not just external – think
internally too
54. LEARNINGS
• Infrastructure
• Can we provide what people are asking for?
– Merchandise
– Information
• How does it affect the stakeholders
– Emergency department increase
• Resources must be ready to respond and
maintain the conversation
55. ASK YOURSELF…
What are the key issues & challenges to raising
awareness for my cause and/or organization?
Who/what can influence these issues &
challenges?
How can they be overcome?
56. What do we have control over?
What’s it going to take & what are we willing to invest?
What can I do & who needs to be involved?
Who makes the final decisions?
What will success look like & how will we measure it?
Are we REALLY willing to do it?
57. TOP 10 TIPS
1. Be authentic, emotional, accessible & responsive
2. Listen & be open to feedback
3. Be relevant to their needs/desires
4. Offer something of value
5. Be creative/unique to break through the noise
6. Give them a reason to come back
7. Make engagement easy to share & involve others
8. Give them a voice/control over their relationship
9. Co-create when opportunity exists
10. Don’t sway from your brand promise & your
identity
