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about.me/BeateSorumabout.me/BeateSorum
@BeateSorum
♥Internet
about.me/BeateSorum
about.me/BeateSorumabout.me/BeateSorum
Norwegian Cancer
Society
• Finance research
• Cancer care
• Prevention
• Advocacy
• Information
• Fighting cancer globally
about.me/BeateSorumabout.me/BeateSorum
CC BY-NC-ND 2.0
https://www.flickr.com/photos/dipster1/1403240351
We
knew the
tools
about.me/BeateSorumabout.me/BeateSorum
CC BY 2.0
https://www.flickr.com/photos/bistrosavage/3774175/in/photostream/
wtf ?
about.me/BeateSorumabout.me/BeateSorumCC BY-NC 2.0
https://www.flickr.com/photos/mn_francis/397620193
about.me/BeateSorumabout.me/BeateSorum
The
world
changed
about.me/BeateSorum
CCBY-NC2.0
http://www.flickr.com/photos/tollaksen/328642857/in/photostream/
You.
about.me/BeateSorumabout.me/BeateSorum
You are
still you
about.me/BeateSorumabout.me/BeateSorum
Less cancer
More
survival
Support
and care
about.me/BeateSorum
- Norwegian Cancer Society Facebook Strategy
We will create dialogue with the user.
Contacting us should be easy, and you will get
to talk to professionals. !
We will show the full width of what we do. 

We will rarely ask you to support our work»
about.me/BeateSorum
about.me/BeateSorum
I can’t
help her
about.me/BeateSorum
– Johnny Appleseed
«Skriv et sitat her.»
She
can
about.me/BeateSorum
92
chats
about.me/BeateSorumabout.me/BeateSorum
Your
users are
still your
users
about.me/BeateSorumabout.me/BeateSorum
Why
someone
needs us
CC BY 2.0
https://www.flickr.com/photos/calliope/6025359063/in/photostream/
about.me/BeateSorum
- Young girl on our facebook-page
I have a mole on my leg, it
itches and bleeds sometimes.
Should I be worried?
about.me/BeateSorumabout.me/BeateSorum
0 %
5,5 %
11 %
16,5 %
22 %
13-17 18-24 25-34 35-44 45-54 55-64 65+
4 %
10 %
18 %
21 %
17 %16 %
11 %
Age of facebook-fans
about.me/BeateSorum
Has iPad
Is on Facebook
about.me/BeateSorumabout.me/BeateSorum
Your
cause is
still your
cause
about.me/BeateSorumabout.me/BeateSorum
25.000 texts
= 2 mill NOK
https://www.youtube.com/watch?v=NB3NPNM4xgo
https://www.youtube.com/watch?v=NB3NPNM4xgo
Real
emotions
Photo:@martiiine
Real
stories
about.me/BeateSorum
5000
about.me/BeateSorum
CC BY-NC-SA 2.0
https://www.flickr.com/photos/damiel/2498956487
#Krafttakmotkreft
Photo:@junekimiko
20.000
answers
about.me/BeateSorum
«Thank ALL your
donors»
Source: fundraisergrrl.tumblr.com
about.me/BeateSorum
«Thank ALL your
donors»
Source: fundraisergrrl.tumblr.com
about.me/BeateSorum
«Thank ALL your
donors»
Source: fundraisergrrl.tumblr.com
≈ 80%
retweets
about.me/BeateSorum
*google translated. 

No-one is to blame for horrible grammar.
about.me/BeateSorumabout.me/BeateSorum
Plan
the un-
planable
@thalesnibsoeer
@thalesnibsoeer
#Hoppihavet
3,5 mill NOK!
about.me/BeateSorumabout.me/BeateSorum
#1
Discover
Instagram
Twitter
Facebook
Traffic
Conv-
ersions
Google
analytics
about.me/BeateSorumabout.me/BeateSorum
#2
Alert and
prepare
about.me/BeateSorumabout.me/BeateSorum
about.me/BeateSorumabout.me/BeateSorum
about.me/BeateSorumabout.me/BeateSorum
#3
Aknowledge
about.me/BeateSorumabout.me/BeateSorum
*google translated. 

No-one is to blame for horrible grammar.
about.me/BeateSorumabout.me/BeateSorum
about.me/BeateSorumabout.me/BeateSorum
#4
Celebrate
and thank
about.me/BeateSorumabout.me/BeateSorum
about.me/BeateSorumabout.me/BeateSorum
https://www.youtube.com/watch?v=CgwhdgD1oEU
about.me/BeateSorumabout.me/BeateSorum
https://www.youtube.com/watch?v=CgwhdgD1oEU
about.me/BeateSorumabout.me/BeateSorum
about.me/BeateSorumabout.me/BeateSorum
#5
Sit back -
enjoy
about.me/BeateSorumabout.me/BeateSorum
Be
mobile-
friendly
about.me/BeateSorum
Text donations
53 %
Web donations
phone
16 %
Web donations
tablet
6 %
Web donations
desktop
25 %
about.me/BeateSorum
Christmas appeal
about.me/BeateSorum
Christmas appeal
15%
about.me/BeateSorum
Christmas appeal
15% 17%
about.me/BeateSorum
Christmas appeal
15% 17% 10%
about.me/BeateSorum
Recruiting members
from facebook
about.me/BeateSorum
Recruiting members
from facebook
2,5%
about.me/BeateSorum
Recruiting members
from facebook
2,5%
6,5%
about.me/BeateSorum
Recruiting members
from facebook
2,5%
6,5% 7,3%
about.me/BeateSorum
Desktop
15 %
Mobile (including tablet)
85 %
Traffic from facebook ad asking
for volunteers

(over 800 visitors)
about.me/BeateSorumabout.me/BeateSorum
Context is
more
important
than device
about.me/BeateSorumabout.me/BeateSorum
8
tricks to
get it
right
Train - make
your mistakes in
a safe place
http://www.flickr.com/photos/bamblekommune/5413186602/sizes/l/
Voice and tone
creates unity
Voice and tone
creates unity
Friendly	

Professional	

Informal	

Grateful	

Impressed	

Helpful	

Engaged	

Credible
about.me/BeateSorum
♥Love <3
about.me/BeateSorum
♥Love <3
about.me/BeateSorum
about.me/BeateSorum
Make it a
priority
CC BY-SA 2.0
https://www.flickr.com/photos/nomadic_lass/6728580615/
Write in pairs
- honor the
micro-copy
Kilde: http://www.flickr.com/photos/nathaninsandiego/3839051662/sizes/l/
Surveillance
http://www.flickr.com/photos/highwaysagency/6008267975/sizes/l/
There’s no
vacation
http://www.flickr.com/photos/paparutzi/2133772938/sizes/o/
about.me/BeateSorum
Timing and
content matters
about.me/BeateSorum
Timing and
content matters
WIN :D
CC BY-NC-ND 2.0
http://www.flickr.com/photos/sharonlee/130785437/in/photostream/
Social media let’s us get our message
out more, to more people, more
often, with easier response methods.
CC BY-NC-ND 2.0
http://www.flickr.com/photos/sharonlee/130785437/in/photostream/
That girl probably found
her malignant melanoma
in time.
about.me/BeateSorum
@BeateSorum
Questions?

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