Fundacion Fabretto a social media project developed by Patricia Polvora for ESIC

‘CAN*’ CUSTOMERS
TO FOUND A FABRETTO PROJECT

A SOCIAL MEDIA APPROACH
DEVELOPED FOR THE SCHOOL
OF ESIC AND FABRETTO

*Caja Navarra (CAN)

PRESENTER ME

Patricia Polvora
Ericsson Employee & Ericsson Response volunteer
Fabretto volunteer
CAN customer
ESIC student
Ericsson Internal | 2010-05-27 | Page 2

STORY BOARD
BACKGROUND

ANALYSIS

STRATEGY AND TACTICS

IMPLEMENTATION

CONCLUSION

OVERALL OBJECTIVE

To enable
impoverished
Nicaraguan
children and their families in
underserved communities to
break the cycle of poverty and
reach their full potential*

*From www.fabretto.org

PURPOSE OF SOCIAL MEDIA ACTIVITY PLAN

To fund raise 5000€ for
Fabretto project

via
the CAN bank’s initiative
“Tú eliges, Tú decides”

CAN initiative: “Tú eliges, Tú decides”
Fabretto project: Fortalecimientos a Consejos de Padres/Madres de Familia en Escuelas de Nicaragua (no 17.688)


PURPOSE VISUALIZED

!


CONTENT BRIEF TO OUTLINE PLAN

CLIENT
ENCOURAGE customers
of the bank CAN (CajaNavarra)
to donate their social % to the
Fabretto project (no 17.688) that aims
for fundraising of 5000€ before 31/12-10
(through the online channel “Tú eliges, Tú decides)

Required method: actions in social media

budget: 10 % of total fundraise = 500 €

RECEIVERS

PEOPLE TO TALK TO

Total # of
customers
Customers of CAN that are online that donated in
2010 222674

Customers of CAN that are not online (yet)


WHERE ARE THE PEOPLE ONLINE
AND WHAT DO THEY LIKE?

Demographic
Between 25-45 years old
He/she lives in Spain (and to a great extent in Navarra)

His interests are His also visits these sites


WHEN TO TALK TO PEOPLE

DEADLINE: 31/12 – 2010
(closure of period for fund raising)

FOCUS: occasions where CAN keeps
their attention

Activities will take place starting August 15 to December 31 (4 1/2 months)


HOW TO MEASURE SUCCESS OF PLAN

ROI Amount of € raised WHEN
10% of total = break even
BASELINE: NOW
10-30% of total = OK ROI = 0€
ROE = 0 % on all
30-50% = Good
50-70% = Very Good 1 MONTH AFTER ACTIONS
70-100% = Excellent
2 MONTH AFTER ACTIONS

ROE 3 MONTH AFTER ACTIONS

4 MONTH AFTER ACTIONS
Increase in sentiments for “Fabretto” 20%
50 comments in any social platform
10 retweets


WHAT IS FABRETTO SPAIN

› ONG with headquarters in Madrid
› 1700 members
› Support education related activities in Fabretto schools in
Nicaragua


WHAT IS CAN (CAJA NAVARRA)
› Bank with social profile, head office in Navarra
› 4843 social projects listed in their plan “tú decides, tú elijes”
› 222674 clients contributed to the found raising in 2009

Offices are located in
= clients

ANALYSIS
SETTING THE SCENE

Maria
Guide of this journey

FABRETTO SPAIN – SOCIAL MEDIA PRESENCE GRAPH

ammado
INFO

BLOGGING TALKING

PRESENCE

SHARING CUSTOMER
CARE

COPETITIONS

Structure from @JM Tribó

FABRETTO SPAIN – SOCIAL MEDIA PRESENCE DETAILS

INFO TALKING/CUSTOMER CARE
“ONG” no show within top 3 p 82 fans on page (US page 543)
no profile
“Fabretto” show top 5
5 followers of profile (US 152)
0 listed and 0 tweets (US 10, 120)
Not existing

BLOGGING/COMMUNITY SHARING/COMPETITION
3 videos in No channel
No blogs
Ammado to post info a few posts
50+ images in


FABRETTO SPAIN – SOCIAL MEDIA PRESENCE NUMBERS

Source: Socialmention, twittergrader,
web grader (100616)

CAN – SOCIAL MEDIA PRESENCE GRAPH

INFO

BLOGGING TALKING

PRESENCE

SHARING CUSTOMER
CARE

COPETITIONS


CAN – SOCIAL MEDIA PRESENCE DETAILS

INFO TALKING/CUSTOMER CARE
“banco” and “banco social” 577 fans on page
“caja social” no show within top 295 friend on profile
3p
1617 followers of profile
“caja navarra” top 1 121 listed and 3184 tweets
Post existing with last entrance 1/6
125 subscribers of profile

BLOGGING/COMMUNITY SHARING/COMPETITION
429 videos in A channel with 28220
community with functionality channel views and 173929 video views
1182 associated blogs 656 images in with buddy icon. Is a
and 261 are related to cooperation pro user
TV channel of their own

230 links in


CAN - SOCIAL MEDIA PRESENCE ACTUAL
# of COMMENTS ON GOING
Page daily comments/answer most Arranging competitions in
related to social actions. Customers Upload social video 22/6. Win camera+$ to
publish questions and encourage your social program
social actions. Profile is used to Have a TV channel
promote actions
2-3/week Developing an iPod app
Tweets several/day Have a blog tool where people can become
“bloggers” and widget to promote your
Friendsfeed 3/week selection on your webpage/blog


CAN – SOCIAL MEDIA PRESENCE NUMBERS

web grader (100616)

ROE COMPARING IN SOCIAL MEDIA
FABRETTO* CAJA NAVARRA
*Includes US based accounts that are much more active

web grader (100616)

SEO COMPARING OF WEBSITES

web grader (100616)

FABRETTO CONCLUSION
LOW social media presence. Not active. Low HIGH social media presence. ACTIVE with
rate of followers/fans customer care, promotion, dialog and
contribution. Medium rate of followers
1.0 website with no interactivity 2.0 website with interactivity

CAJA NAVARRA
NO good social media foundation to use for Over 6000 project. Not favourazing
dialog/viralizing/sharing. Needs to be built up Offer channels where to contribute
NO presence in Navarra (3 members) Head office in Navarra
Focus Madrid/Barcelona Many customers in region
Donators are between 25-55 year old Donators are between 25-55 years old
Fabretto members/advocates are not visible in CAN customers are active online and visible in
a gathered place online social activities, pages etc online

FABRETTO needs to create a social presence and platform; it cannot get
pull from CAN (besides CAN activities for contribution).
Facebook: place where CAN customers are active +I dentified Fabretto. Good start
point due to demographic similarities possibilities to address per location.
People needs to be brought here or directly to CAN fund raising. Needs to be done
via planned or ongoing activities (e.g. dinners, events)
Fabretto needs to create presence in regions where CAN is but not Fabretto (e.g.
Navarra). They depend on awareness/preference before action taken by CAN customers.

STRATEGIC APPROACH
SETTING STRUCTURE

Pedro

WHAT WE WANT TO ACHIVE

INSIGHT OF BRAND INFLUENCE PERCEPTION VIRALIZE TAKE ACTION
OF BRAND DONATE VIA CAN

AWARENESS PREFERENCE CALL TO ACTION

PREREQUISIT TO BUILD FOUNDATION FOR ACTION


HOW WE WANT TO ACHIVE IT
INSIGHT ELIMINATE INFLUENCE VIRALIZE TAKE ACTION
OF BRAND NWOM PERCEPTION

TRACK
CONVERS.

MANAGE
EXPERIENCE/
SERVICE

BRAND
COMMUNITIES

BLOG
MARKETING

VIRAL
MARKETING

INFLUENCER
MARKETING


WHAT FOCUS – TWO FOLDED
DUE TO FABRETTO’S LOW PRESENCE IN SOCIAL MEDIA, AND DO INPLANT A “NAME”
IN THE MINDS OF THE TARGETED PEOPLE, THIS PLAN TAKES INTO ACCOUNT ALL PHASES

NOV
AUG

OCT

DEC
SEP

EVALUATION AND MEASUREMENT
DEVELOPMENT AWARENESS PREFERENCE

WORLD FOOD
DAY 16/4

DEVELOPMENT CALL TO ACTION


WHAT FOCUS – DETAILED
AWARENESS PREFERENCE
BUILD: social platform (web, networks) BUILD: content to share
IMPROVE: SEO (web page) IMPROVE: build up mass
FOCUS: monitor, listen FOCUS: answer, create

CALL TO ACTION
FOCUS:
Interact in CAN channels
Viralize game, content, “I like”, competitions
Activate CAN customers or “friends” of CAN customers to act


WHAT FLOW OF COMMUNICATION

FABRETTO

FABRETTO CAN
EVENTS page page USERS
PRESS USERS
PROFILE
MAIL Contains Contains USERS
PROFILE
DM info about functionality PROFILE
game, comp- to donate
etitions etc
CAN


WHAT CHANNELS
SEO SEM EVENTS CONTENT APPLICATION

AMADO


ACTION PLAN WHEN to speak WHERE

FOUNDATION HOW OFTEN RESOURCE
Foundation: 10h/week

Twitter/ FB: 10h/week
Youtube (2x/month)

Delicious (5/week)

Blog: 10h/week
Flickr (5/week)

Create content: 10h/week

Structure from @Ben Hanna

TACTICAL APPROACH
DOING IT

Mario

MAKING PAGE SEARCHABLE (SEO)
Measure: add code to index from google analytics
Onsite SEO: add missing metadata, check size of page
(think of speed), identify proper key words and add in
text(long tail keywords), add links (internal/external) to
logic information, metatag images, add images and
embed/link videos

Offsite SEO: identify blogs/webpages and ask
for/encourage linking (partners, other Fabretto orgs,
volunteers, local blogs in CAN area)

AWARENESS

MAKING PAGE SOCIABLE (SEO)

Social plug ins (Facebook)
LIKE BUTTON FACEPILE
CAN related info
section

LOG IN BUTTON
LIKE BOX
section

COMMENTS
channel

AWARENESS

MAKING FABRETTO FB PAGE MORE SOCIAL

Add youtube,
flicker, welcome
tabs,
countdown,
competition

Customize
image, add bio
AWARENESS

MAKING FABRETTO TWITTER MORE SOCIAL

Add
image

Adapt
background
Add other
channels,
description, Add bio
who
tweets

AWARENESS

IMPROVING NAME OF PROJECT

CHANGE
NAME
!
-Tú dinero, su apoyo

USE IN COMMUNICATION
-simple
-direct/explanatory

SEARCHED FOR
-Tú apoyas, ellos a sus hijos

RECOGNIZED
-directed to donators
-easy to remember -Tú apoyas sus estudios,
-play with “tu eliges, tu decides” tú decides su futuro
-“your/you”
“with your money” -Tú ayudas, ellos ayudan a
“students” sus estudiantes/hijos
AWARENESS

PARTICIPATING IN
ONGOING CHILDREN RELATED SOCIAL ACTIVITIES

Every child in the world should have access to an education…dance with Shakira for one goal

AWARENESS

ACTION PLAN LISTENING (1ST PHASE)
ACTIVITY WHEN WHERE WHAT ACTION

tracking of Daily Twitter Words (spanish): record
conversations Facebook Children
Friendsfeed Education
Youtube Fabretto
ONG
Identify and follow Daily Twitter Words (spanish): record
“important bloggers” Facebook Children
Blogs Education
Fabretto
ONG
Follow XX1 ONG Weekly Twitter Identify what they record
Facebook communicate,
Blogs social actions


Ericsson Internal | 2010-05-27 | Page 40 PREFERENCE

ACTION PLAN ANSWERING (2ND PHASE)

Comment on Daily Twitter Words (spanish): record
conversations Facebook Children
Youtube Fabretto
ONG
Human rights
Comment on articles Daily Mashble Words record
General pages Social Mention Children
Social Media examiner Education
ONG
Comment on articles Daily Netsquared Words record
ONG pages Solucionesong.org Children
ammado Education
ONG


ACTION PLAN CREATING (3RD PHASE)

Create posts Daily Twitter Words (spanish): record
Facebook Children
Youtube Fabretto
ONG
Human rights
write articles for Monthly Mashble ONG record
General pages Social Mention Social Media
Social Media examiner Education/SM
Write articles for Monthly Netsquared ONG Record
ONG pages Solucionesong.org Social Media
ammado Education/SM
Record videos Monthly Youtube Related to
vimeo ONG
Social Media
Education/SM


INSENTIVE BLOGGERS TO WRITE

› Give bloggers “unique” information
– Special interview with children
– The latest video
› Give bloggers information “first” (VP)
– Facts of success
– Preview
– Success stories
› Give bloggers specific products
– Developed by the children
– Result from projects “tangible”


REUSING THE ‘LIKE’ FUNCTIONALITY ON CAN PAGE
Initiate a competition with prices
that encourage people in this group and
other similar to do ‘I like’ and
“who brought the most friend to FB thinking
in order to win a product

!


SENDING A SECRET

Incentive fans/offline people to “send a secret”
relate it to children, games when you were a child
“brand it” with fabretto, relate to CAN proyect,
lead to fabretto FB page (that is relating to CAN project)


COMPETITION RELATED TO WIKIPEDIA POSTS

CREAT THE WIKIPEDIA PAGE FOR FABRETTO
Have them take information from the CAN page
Encourage friends to “I like” and most gathered wins
a “hot product” with content related to fabretto (e.g. if an Ipad
then the bag could be handmade by fabretto children)


COMPETITION RELATED TO #HASHTAGS

CREAT A HASHTAG AND ASK PEOPLE TO RETURN
SOMETHING WITH THAT TAG IN ORDER TO WIN
Have them take information from the CAN page
Encourage that if they are CAN customers

Ericsson Internal | 2010-05-27 | Page 47 CALL TO ACTION

CREATING A COMPETITION ABOUT IDEAS

Use FB application or other. Relate the idea to education,
children let the price be that it will be implemented/
reported/their name recorded in school etc
promote in CAN channels and encourage donation


VIRALIZE A SHARING SITUATION

Relate the idea of dreams to children let
the price be that it will be implemented/
reported/form part of training material/their name
recorded in school etc
promote in CAN channels and encourage donation


PARTICIPATING IN CAN COMPETITIONS

Participate and then share your
contribution and refer to donation
page/project


GENERTING CLICKS VIA A TARGETD ADD

!

For all competition/sharing,
use adds

BEING ‘SPONSORED’ BY A CHILD
› Instead of you sponsoring a child, a child can sponsor you

› The “sponsorship” consist of communication with that child;
they teach you their life and what they believe in

› The idea of setting up a “vote” situation where the friends
have to vote for you and the more votes…the 3 o 5 top get
assigned a child and communication initiated


USING EXISTING SUPPORT TO PROMOTE CAUSE


CREATE A GAME

To land a “fun (social media) game” in the hands of the audience that
they remember playing when they were kids. A typical “Spanish game”

To make the content of the Game as similar as possible to making the
same action in the real world, seamless step in “making it for real”

Content is related to giving away money (e.x. monopoly) or competing
in gathering dummy money and “building” something (ex. Farmville)

The result/price is related to… and a call to action on donating money
through the CAN initiative or Navarrra related.give a “premium”?

MAKE IT EASY TO DONATE MONEY
TO FABRETTO PROYECT VIA “TU DECIDES”


GAME IDEAS

$
related Ta te ti
Build a world
Entre amigos
Veo veo
Anotations
monopolio en videos
(youtube) Education
tetris
Anotations related
en images
map Save
compete
in visits Your friends
(get friends
to support)


GAME EXAMPLES


CONCLUSIONS

Patricia Polvora
Ends this yourney

CONCLUSION

A non-profit organization can
not afford NOT to focus on social media.
Make use of volunteers to
resource actions, but get to the work!

Executing this plan is not only an
action related to the CAN project,
it will put in place a platform to use
for other activities.

*From www.fabretto.org

THANKS ME

Patricia Polvora
Ericsson Employee & Ericsson Response volunteer
Fabretto volunteer
CAN customer
ESIC student

Fundacion Fabretto a social media project developed by Patricia Polvora for ESIC

Fundacion Fabretto a social media project developed by Patricia Polvora for ESIC

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