Social Media for #Charities #Hospices by #ViapointUK
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Slides used for Hospices Lotteries Associate (HLA) conference Sept 2011.. Delivered by Paul Fennemore www.viapoint.co.uk #Hospices #charties #HLA #viapointuk
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Social Media for #Charities #Hospices by #ViapointUK
- 1. Making Social Commerce Work for HLA Social commerce for charities Possibilites for HLA Paul Fennemore paul.fennemore@viapoint.co.uk www.viapoint.co.uk
- 3. Social Commerce Practices that work for Charities Based upon an Oxford Brookes University research project with the charity sector, 2010.
- 5. Corporate communications has been democratised It’s about the humanisation of business! Fundraisers Volunteers Benefactors Charity Donors Cause Related Marketing Trusts Lobbying & Awareness
- 6. Virality Celebrity bloggers Your Co. Community evangelists Social Mavens Corporate communications has been democratised It’s about the humanisation of business!
- 12. What are users doing?
- 13. Five steps in the donor decision making the process: Awareness that by an individual that another person needs help Interpretation of the situation in terms of needs and urgency 3) Recognition of their personal responsibility and why he /she is someone who should contribute 4) Implementation and taking action 5) Having access to a mechanism that enables a way of contributing in whatever manner the individual prefers And then acknowledgement/recognition Source: Guy and Patton (1988)
- 16. Driving visitors to websites
- 17. Cause awareness and lobbying
- 18. Recruiting and supporting fundraisers
- 21. Thanking and acknowledging
- 22. Increasing donor life-time value /advocacy through engagement
- 23. Asking for donations when integrated with a campaign
- 24. Informing and sharing e.g. smartphone applicationsR.I.M.E.R Path Success Media Your Social To
- 25. A survey by the Center for the Digital Future at the University of Southern California’s (2010) found that: 89 percent of online community members are participating in social causes that are new to them since their involvement in online communities started, and 94 percent said the Internet helps them become more informed about social causes.
- 26. Is your website a signpost in the desert or a busy intersection? YouTube 17,393 views 3661 Followers 3395 Following
- 33. Source: Adapted from Webber (2009), Marketing to the Social Web, New Jersey, Wiley.
- 35. Resource
- 36. Listen, monitor and analyse
- 39. Earned loyalty
- 40. Educational
- 41. Economical
- 42. Entertaining
- 43. Emotional
- 47. Overt promotions in social spaces
- 50. Not only for acquisition
- 51. Link: Juicing, Baiting, Dropping
- 52. Corporate/official tone of voice
- 53. TwitInterns
- 54. Direct asks
- 55. Official/corporate tone of voice
- 57. Donor community- connecting donors with donors - to retain, refer
- 58. Letting donors and collectors see the fruits of their contributions – retain, refer
- 59. Recognising contributors – retain, grow
- 60. Co-ordinating and reporting on events - more with less
- 61. Establish your own platform to tighten the HLA network
Notas do Editor
- Charities should stand to gain the most from social networks as they have to build and motivate multiple communities. Social networks create the opportunity to cost effectively build and engage with these communities and potentially join them together.
- Example of a charity who is doing a great job. They have the benefit of having a very switched on Digital Marketing manager and team.