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Taking Social Media to the
                    Next Level
                    Sara Falconer
                    WWF-Canada




MyCharityConnects                                6 June 2011 - 1
Agenda


‱ Goals: What do we want to accomplish?
‱ Tactics: How do we accomplish it?
‱ Metrics: How do we measure success?
‱ Case Studies




                                                                    © Jeremiah Armstrong / WWF-Canada
‱ Discussion



                                          Earth Hour 2010, Canada
© Toomas Kokovkin/ WWF-Canon




                                STRATEGY




-3
What do we want to
accomplish?
‱   Share day-to-day news, events, stories
‱   Engage current and potential supporters
‱   Empower staff
‱   Support campaigns




                                              -4
How do we accomplish it?

‱ Investment in a dedicated staff resource



                         Blog                  Facebook


                                   Social
                                  media lead


                        Twitter          YouTube, Flickr




                                                           -5
AT A GLANCE

+91,385
                                                                +16,649
Facebook fans –
                                                                Twitter followers –
540% growth                                                     150% growth from
from 2009                                                       2009




      +15,000                                                   +150,000
       Blog pageviews per                                       People signed up for
       month                                                    Earth Hour Canada 2010
                                                                Facebook event
                            Photo: © Michel Roggo / WWF-Canon
How do we measure success?

‱   Quality of interactions
‱   Support for campaigns
‱   Number of fans/followers/users
‱   Monetizing and tracking conversion path




                                              -7
86%                 60%                    48%                        66%




ï‚š While 40% confirm they are getting donations,
  78% raise less than < $1000
ï‚š Half will increase staffing and one in five     www.nonprofitsocialnetworksurvey.com

  will increase funding
© Toomas Kokovkin/ WWF-Canon




                                 .
                                     Case Studies




- 10
.




    - 11
.




    - 12
.




    - 13
.




    - 14
- 15
- 16
.




    - 18
Taking Social Media to the Next Level




                                            Thank you
                                            Questions? Feel free to contact me!
                                            sfalconer@wwfcanada.org

                                            wwf.ca




© 2010, WWF. All photographs used in this presentation are copyright protected and courtesy of the WWF-Canon Global Photo Network and the respective photographers.

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Sara Falconer - Case Study: How World Wildlife Fund-Canada is taking its online communities to the next level

  • 1. Taking Social Media to the Next Level Sara Falconer WWF-Canada MyCharityConnects 6 June 2011 - 1
  • 2. Agenda ‱ Goals: What do we want to accomplish? ‱ Tactics: How do we accomplish it? ‱ Metrics: How do we measure success? ‱ Case Studies © Jeremiah Armstrong / WWF-Canada ‱ Discussion Earth Hour 2010, Canada
  • 3. © Toomas Kokovkin/ WWF-Canon STRATEGY -3
  • 4. What do we want to accomplish? ‱ Share day-to-day news, events, stories ‱ Engage current and potential supporters ‱ Empower staff ‱ Support campaigns -4
  • 5. How do we accomplish it? ‱ Investment in a dedicated staff resource Blog Facebook Social media lead Twitter YouTube, Flickr -5
  • 6. AT A GLANCE +91,385 +16,649 Facebook fans – Twitter followers – 540% growth 150% growth from from 2009 2009 +15,000 +150,000 Blog pageviews per People signed up for month Earth Hour Canada 2010 Facebook event Photo: © Michel Roggo / WWF-Canon
  • 7. How do we measure success? ‱ Quality of interactions ‱ Support for campaigns ‱ Number of fans/followers/users ‱ Monetizing and tracking conversion path -7
  • 8. 86% 60% 48% 66% ï‚š While 40% confirm they are getting donations, 78% raise less than < $1000 ï‚š Half will increase staffing and one in five www.nonprofitsocialnetworksurvey.com will increase funding
  • 9.
  • 10. © Toomas Kokovkin/ WWF-Canon . Case Studies - 10
  • 11. . - 11
  • 12. . - 12
  • 13. . - 13
  • 14. . - 14
  • 15. - 15
  • 16. - 16
  • 17.
  • 18. . - 18
  • 19. Taking Social Media to the Next Level Thank you Questions? Feel free to contact me! sfalconer@wwfcanada.org wwf.ca © 2010, WWF. All photographs used in this presentation are copyright protected and courtesy of the WWF-Canon Global Photo Network and the respective photographers.