ICAWC 2011: Laurier Nicas and Max van Steijn - Digital Marking and the Web
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ICAWC 2011: Laurier Nicas and Max van Steijn - Digital Marking and the Web
- 1. Laurier Nicas Digital Marketing Dogs Trust 1
- 2. ON THE AGENDA ⢠Latest social media stats, with a look into emerging mobile trends ⢠Regional networks and popular platforms ⢠Simple rules of online interaction ⢠How to approach fundraising to your online community ⢠Case Study â Dogs Trust FUNdraising Friday Weekend & JustTextGiving video competition ⢠Case Study â Dierenopvangcentrum Amsterdam 2
- 3. THE FACTS ⢠More than 750 million active users ⢠Average user has 130 friends ⢠50% of active users log on to Facebook in any given day ⢠People spend over 700 billion minutes per month on Facebook ⢠There are over 900 million objects that people interact with (pages, groups, events and community pages) ⢠Average user is connected to 80 community pages, groups and events Source: www.facebook.com 3
- 4. THE FACTS âŚjust got more interesting! ⢠There are more than 250 million active users currently accessing Facebook through their mobile devices. Thatâs one third of Facebook users! ⢠33% of all Facebook posts are sent via mobile devices ⢠People that use Facebook on their mobile devices are twice as active on Facebook than non-mobile users. Source: www.facebook.com 4
- 5. THE FACTS ⢠Over 200 million tweets per day ⢠Average of one billion tweets sent every week ⢠Average of 460,000 new accounts created per day (sample from 12 March 2011) ⢠Over 100 million Twitter apps ⢠A new app is registered every 1.5 seconds Source: blog.twitter.com 5
- 6. THE FACTS âŚjust got more interesting! ⢠The number of mobile users over the past year has increased to 182% ⢠40% of all tweets are sent via mobile Source: blog.twitter.com and http://www.slideshare.net/kleinerperkins/kpcb-top-10-mobile-trends-feb-2011 6
- 7. ONLINE MOBILE USAGE Source: http://www.marketingpilgrim.com/2011/06/mobile-social-media-use-nearly-doubled-in-past-year.html 7
- 8. ONLINE MOBILE PREDICTIONS ⢠Global smartphone sales of 2.5 billion over the 2010-2015 period ⢠Mobile internet use via smartphones will increase 50 fold by the end of that period ⢠Over 500 million smartphones to sell in 2012 alone ⢠Sales of smartphones will exceed those of PCs in 2012 Source: http://www.onlinemarketing-trends.com/2011/03/top-10-smartphone-market-statistics-and.html 8
- 9. WHERE ARE YOUR SUPPORTERS? ⢠Focus on your regional networks as well as popular platforms Source: http://socialmediatoday.com/soravjain/195917/40-most-popular-social-networking-sites-world
- 10. DO NOT BROADCAST 10
- 11. SHARE & HAVE A CONVERSATION 11
- 12. OLD COMMUNICATION TOOLBOX Paid Press Advertising Media Releases Events Direct Mail TRADITIONAL MARKETING & PR Sponsorship Video News Releases Expert Online Interview Media Centre 12
- 13. NEW COMMUNICATION TOOLBOX Message Boards & Video- Forums Social Blogging Networking Blogging Photo Sharing Podcasting Webinars Chat Rooms 13
- 14. NEW COMMUNICATION TOOLBOX Boards & Video- Forums Region Social Blogging specific Networking YouTube, Vimeo, Facebook, Bebo, DailyMotion Myspace Blogging Photo Blogger, Sharing Wordpress Flickr, Shutterfly Podcasting Webinars Chat Rooms 14
- 15. YOUR COMMUNITY ⢠Develop and foster a strong online community and supporter base ⢠Be genuine, honest, and transparent ⢠Follow the flow of conversation and be personable ⢠Once you have this dedicated group of supporters, youâre ready to rock and roll⌠15
- 16. So, how does this translate to donations? 16
- 17. DRIVING DONATIONS ⢠Dedicated campaigns or casual asks, quirky or conventionalâ you know your audience ⢠Keep it simple, low effort for supporters ⢠Clear call to action ⢠Timely and relevantâ don't try to shoehorn something awkward ⢠Make sure it can be easily shared ⢠Integration across all applicable channels (cross promotion) 17
- 18. A CASE STUDY JustTextGiving is a new service in the UK that helps charities, no matter how big or small, raise more money. Donations can now be made with a simple text message and itâs free to set up and run. Source: http://www.justgiving.com/justtextgiving 18
- 19. A CASE STUDY Your charity gets every penny No set up fee. No membership fee. No commission. No catches. Itâs free to take part All text messages are free on all networks Easy and quick Simply send a text and give up to ÂŁ10 using your charityâs unique six- digit code. Source: http://www.justgiving.com/justtextgiving 19
- 20. FUNDRAISING FRIDAY PLAN ⢠One quiet Friday in May, nothing scheduled ⢠Several reminders and donation total updates throughout the day ⢠There was so much positive feedback that we extended it to Saturday and early Sunday, renaming it FUNdraising Weekend 20
- 21. DRIVING DONATIONS ⢠Dedicated campaigns or casual asks, quirky or conventionalâ you know your audience ⢠Keep it simple, low effort for supporters ⢠Clear call to action ⢠Timely and relevantâ don't try to shoehorn something awkward ⢠Make sure it can be easily shared ⢠Integration across all applicable channels (cross promotion) 21
- 22. FUNDRAISING WEEKEND RESULTS ⢠Total raised: about ÂŁ1,500 through 380 donations ⢠£1,237 total with ÂŁ208.44 added in Gift Aid ⢠This took two and half days to achieve ⢠From a few Facebook posts per day Doesnât have to stop there⌠keep the ball rollinâ and you could see the donations continue to come in! 22
- 23. THE THANK YOU VIDEO ⢠A âthank youâ video to supporters has proved: â a great way to express our appreciation â encourage brand new donations Thank you! 23
- 24. THE THANK YOU VIDEO JustTextGiving_Music.wmv 24
- 25. THE THANK YOU VIDEO RESULTS ⢠Amount raised = £1,861 ⢠Gift Aid = £269.75 ⢠Number of donations = 544 ⢠TOTAL = £2,130.75 + £685.31 25
- 26. COVERAGE 26
- 27. laurier.nicas@dogstrust.org.uk www.dogstrust.org.uk @dogstrust www.facebook.com/dogstrust www.youtube.com/dogstrust www.dogstrustblog.blogspot.com www.bebo.com/dogstrust www.myspace.com/officialdogstrust www.flickr.com/photos/dogstrust 27
- 28. Animal Shelter Amsterdam www.dierenasielamsterdam.nl
- 29. Introduction ICAWC Prague 2010 Facebook, Twitter and Hyves Virtual Shelter Tips & Tricks www.dierenasielamsterdam.nl
- 30. Introduction - Max van Steijn - Since November 2009 - Fundraising, PR & Marketing, social media outreach - Animal Shelter Amsterdam www.dierenasielamsterdam.nl
- 31. ICAWC Prague 2010 - Inspired - Importance social media - Feedback and encourage other delegates www.dierenasielamsterdam.nl
- 32. Facebook, Twitter and Hyves - Easy accessible - Transparent - Regular basis & follow up - Examples www.dierenasielamsterdam.nl
- 36. Virtual Shelter - Build online donation environment - Sponsor a kennel/cattery or design a play field - Adopt an animal on distance - Give a snack - Special projects www.dierenasielamsterdam.nl
- 37. Tips & Tricks - Dare to ask - Keep your lines short - Share besides positive, also negative stories - Last but not leastâŚâŚKISS! www.dierenasielamsterdam.nl
- 38. Thank you! Enjoy Riga! Max van Steijn pr@dierenasielamsterdam.nl www.dierenasielamsterdam.nl