Donate your voice: Lessons from two years of automated, integrated social campaigns, with Erin Swanson of Water.org

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Using social media in ways few non or for-profit Erin Swansoncompanies have yet, Water.org is seeing unmatched conversion rates through automated marketing, driven by a simple ask. Marketing Programs Manager Erin Swanson will discuss how Water.org has maximized absolutely no PR budget and its limited resources to engage more people with the cause, meet growing organizational goals, and increase online grassroots support over the past two years.

Technology Business

DONATE YOUR VOICE:
Lessons from two years of automated,
integrated social media campaigns

eswanson@water.org
Tuesday, April 17, 12

THE MISSION: Universal access to safe water
and the dignity of a toilet in our lifetime

Tuesday, April 17, 12

Finding us online

facebook.com/water
twitter.com/water
youtube.com/water
pinterest.com/waterdotorg
Instagram/waterdotorg
@water | @explodingsoul

Tuesday, April 17, 12

ONLINE STRATEGY
ATTENTION
VOICE
TIME

Tuesday, April 17, 12

ONLINE STRATEGY
ATTENTION
VOICE
TIME

ADVOCACY OVER
FUNDRAISING

Tuesday, April 17, 12

WARNING…
A tulip epidemic

Tuesday, April 17, 12

Tactics to deploy a message

Unshared

Easy to Hard to
Miss Miss

Sharable

Tuesday, April 17, 12

Tactics to deploy a message

Unshared

Mailbox Inbox
Easy to Hard to
Miss Miss

Sharable

Tuesday, April 17, 12

Tactics to deploy a message

Unshared

Mailbox Inbox
Easy to Hard to
Miss Miss

In
Person

Sharable

Tuesday, April 17, 12

Tactics to deploy a message

Unshared

Mailbox Inbox
Easy to Hard to
Miss Miss

In Feed
Person

Sharable

Tuesday, April 17, 12

Getting into the feed

Unreliable

Diﬃcult Easy

Reliable

Tuesday, April 17, 12

Getting into the feed

Unreliable

Manually
Post
Diﬃcult Easy

Copy
Paste

Reliable

Tuesday, April 17, 12

Getting into the feed

Unreliable

Manually Like
Post
Diﬃcult Easy

Copy
Paste

Reliable

Tuesday, April 17, 12

Getting into the feed

Unreliable

Manually Like
Post
Diﬃcult Easy

Copy Automate
Paste

Reliable

Tuesday, April 17, 12

DANDELIONS…
Going viral – they’re everywhere!

Tuesday, April 17, 12

Donate Your Voice - How it works

Erin Swanson

Tuesday, April 17, 12

Donate Your Voice - How it works

1.

Erin Swanson

Tuesday, April 17, 12

Donate Your Voice - How it works

I learn, I care
1.

2. Erin Swanson

Women, we can hear
3. your roar [bitly]

Tuesday, April 17, 12

Donate Your Voice - How it works

I learn, I care
1.

I donate my voice
2. Erin Swanson

Women, we can hear
3. your roar [bitly]

4.

Tuesday, April 17, 12

Attention, Voice, or Time

my.Water.org power.Water.org give.Water.org
Follow a community Donate your voice Fundraise for water

Tuesday, April 17, 12

Campaigns

waterday.org twakeover.Water.org toiletday.org
Water Day Twitter Campaign Talk Sh*t All Week
2011, 2012 2011 2011

Tuesday, April 17, 12

People want to be provoked

What works
More people have a mobile phone than a toilet
e water in your toilet is cleaner than nearly a billion have to drink
Women could build 28 Empire State Buildings today but instead they are
collecting water
e price to air a Super Bowl ad could get 140,000 people clean water for life

What doesn't
Check out our new partnership with Levi’s
Look we were mentioned here, we got this donation
Honored to be recognized by Mashable as Top 10 in Social Activism
Let’s help Lakeview Middle School bring five people clean water for life

Tuesday, April 17, 12

SOME METRICS
All sites combined:
WaterDay.org, 11 / 12
ToiletDay.org
Power.water.org
Give.water.org
My.water.org
Twakeover .water.org

Tuesday, April 17, 12

e Results thus far

35 thousand
Users have donated their account
and 11% of visitors join the site

Tuesday, April 17, 12

e Results thus far

65 %
Users deliver at least one unique new visitor to the site
often within the first seven days they have an account

Tuesday, April 17, 12

e Results thus far

60 million
Estimated number of impressions generated

Tuesday, April 17, 12

DANDELIONS…
Spreading the message everywhere!

Tuesday, April 17, 12

THANK YOU!
Questions?

eswanson@water.org

Tuesday, April 17, 12

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From their humble beginnings in 1984, TED has grown into the world’s most powerful amplifier for speakers and thought-leaders to share their ideas. They have over 2,400 filmed talks (not including the 30,000+ TEDx videos) freely available online, and have hosted over 17,500 events around the world. With over one billion views in a year, it’s no wonder that so many speakers are looking to TED for ideas on how to share their message more effectively. The article “5 Public-Speaking Tips TED Gives Its Speakers”, by Carmine Gallo for Forbes, gives speakers five practical ways to connect with their audience, and effectively share their ideas on stage. Whether you are gearing up to get on a TED stage yourself, or just want to master the skills that so many of their speakers possess, these tips and quotes from Chris Anderson, the TED Talks Curator, will encourage you to make the most impactful impression on your audience. See the full article and more summaries like this on SpeakerHub here: https://speakerhub.com/blog/5-presentation-tips-ted-gives-its-speakers See the original article on Forbes here: http://www.forbes.com/forbes/welcome/?toURL=http://www.forbes.com/sites/carminegallo/2016/05/06/5-public-speaking-tips-ted-gives-its-speakers/&refURL=&referrer=#5c07a8221d9b

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Donate your voice: Lessons from two years of automated, integrated social campaigns, with Erin Swanson of Water.org

1. DONATE YOUR VOICE: Lessons from two years of automated, integrated social media campaigns eswanson@water.org Tuesday, April 17, 12

2. THE MISSION: Universal access to safe water and the dignity of a toilet in our lifetime Tuesday, April 17, 12

3. Finding us online facebook.com/water twitter.com/water youtube.com/water pinterest.com/waterdotorg Instagram/waterdotorg @water | @explodingsoul Tuesday, April 17, 12

4. ONLINE STRATEGY ATTENTION VOICE TIME Tuesday, April 17, 12

5. ONLINE STRATEGY ATTENTION VOICE TIME ADVOCACY OVER FUNDRAISING Tuesday, April 17, 12

6. DESIRED STATE: Tuesday, April 17, 12

7. WARNING… A tulip epidemic Tuesday, April 17, 12

8. Tactics to deploy a message Unshared Easy to Hard to Miss Miss Sharable Tuesday, April 17, 12

9. Tactics to deploy a message Unshared Easy to Hard to Miss Miss Sharable Tuesday, April 17, 12

10. Tactics to deploy a message Unshared Mailbox Inbox Easy to Hard to Miss Miss Sharable Tuesday, April 17, 12

11. Tactics to deploy a message Unshared Mailbox Inbox Easy to Hard to Miss Miss In Person Sharable Tuesday, April 17, 12

12. Tactics to deploy a message Unshared Mailbox Inbox Easy to Hard to Miss Miss In Feed Person Sharable Tuesday, April 17, 12

13. Getting into the feed Unreliable Diﬃcult Easy Reliable Tuesday, April 17, 12

14. Getting into the feed Unreliable Diﬃcult Easy Reliable Tuesday, April 17, 12

15. Getting into the feed Unreliable Manually Post Diﬃcult Easy Copy Paste Reliable Tuesday, April 17, 12

16. Getting into the feed Unreliable Manually Like Post Diﬃcult Easy Copy Paste Reliable Tuesday, April 17, 12

17. Getting into the feed Unreliable Manually Like Post Diﬃcult Easy Copy Automate Paste Reliable Tuesday, April 17, 12

18. DANDELIONS… Going viral – they’re everywhere! Tuesday, April 17, 12

19. Donate Your Voice - How it works Erin Swanson Tuesday, April 17, 12

20. Donate Your Voice - How it works 1. Erin Swanson Tuesday, April 17, 12

21. Donate Your Voice - How it works I learn, I care 1. 2. Erin Swanson Women, we can hear 3. your roar [bitly] Tuesday, April 17, 12

22. Donate Your Voice - How it works I learn, I care 1. I donate my voice 2. Erin Swanson Women, we can hear 3. your roar [bitly] 4. Tuesday, April 17, 12

23. Attention, Voice, or Time my.Water.org power.Water.org give.Water.org Follow a community Donate your voice Fundraise for water Tuesday, April 17, 12

24. Campaigns waterday.org twakeover.Water.org toiletday.org Water Day Twitter Campaign Talk Sh*t All Week 2011, 2012 2011 2011 Tuesday, April 17, 12

25. People want to be provoked What works More people have a mobile phone than a toilet e water in your toilet is cleaner than nearly a billion have to drink Women could build 28 Empire State Buildings today but instead they are collecting water e price to air a Super Bowl ad could get 140,000 people clean water for life What doesn't Check out our new partnership with Levi’s Look we were mentioned here, we got this donation Honored to be recognized by Mashable as Top 10 in Social Activism Let’s help Lakeview Middle School bring five people clean water for life Tuesday, April 17, 12

26. SOME METRICS All sites combined: WaterDay.org, 11 / 12 ToiletDay.org Power.water.org Give.water.org My.water.org Twakeover .water.org Tuesday, April 17, 12

27. e Results thus far 35 thousand Users have donated their account and 11% of visitors join the site Tuesday, April 17, 12

28. e Results thus far 65 % Users deliver at least one unique new visitor to the site often within the first seven days they have an account Tuesday, April 17, 12

29. e Results thus far 60 million Estimated number of impressions generated Tuesday, April 17, 12

30. WARNING… A tulip epidemic Tuesday, April 17, 12

31. DANDELIONS… Spreading the message everywhere! Tuesday, April 17, 12

32. THANK YOU! Questions? eswanson@water.org Tuesday, April 17, 12

Donate your voice: Lessons from two years of automated, integrated social campaigns, with Erin Swanson of Water.org

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Donate your voice: Lessons from two years of automated, integrated social campaigns, with Erin Swanson of Water.org