ICAWC 2011: Laurier Nicas and Max van Steijn - Digital Marking and the Web

Laurier NicasDigital Marketing

Dogs Trust

1

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 – Dogs Trust FUNdraisingFriday Weekend & JustTextGiving video competition

• Case Study – Dierenopvangcentrum Amsterdam

2

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

THE FACTS …just got more interesting!

• There are more than 250 million active userscurrently accessing Facebook through their mobile devices. That’s 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

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

• 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

THE FACTS …just got more interesting!

6

ONLINE MOBILE USAGE

Source: http://www.marketingpilgrim.com/2011/06/mobile-social-media-use-nearly-doubled-in-past-year.html

7

ONLINE MOBILE PREDICTIONS

Source: http://www.onlinemarketing-trends.com/2011/03/top-10-smartphone-market-statistics-and.html

• 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 thoseof PCs in 2012

8

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

DO NOT BROADCAST

10

SHARE & HAVE A CONVERSATION

11

OLD COMMUNICATION TOOLBOX

TRADITIONALMARKETING & PR

Direct Mail

PressReleases

Video News Releases Online

MediaCentre

PaidAdvertising

Expert Interview

Media Events

Sponsorship

12

NEW COMMUNICATION TOOLBOX

Blogging

Video-Blogging

Podcasting

Social Networking

Message Boards & Forums

Photo Sharing

Webinars

Chat Rooms

13

NEW COMMUNICATION TOOLBOX

BloggingBlogger,

Wordpress

Video-Blogging

YouTube, Vimeo, DailyMotion

Podcasting

Social Networking

Facebook, Bebo, Myspace

Boards & ForumsRegion specific

Photo Sharing

Flickr, Shutterfly

Webinars

Chat Rooms

14

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 ofsupporters, you’re ready to rock and roll…

15

So, how does this translate to donations?

16

DRIVING DONATIONS• Dedicated campaigns or casual asks,

quirky or conventional— you know your audience

• Keep it simple, low effort for supporters

• Clear call to action

• Timely and relevant— don't try to shoehorn something awkward

• Make sure it can be easily shared

• Integration across all applicable channels (cross promotion)

17

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 it’s free to set up and run.

Source: http://www.justgiving.com/justtextgiving

18

Your charity gets every pennyNo set up fee. No membership fee. No commission. No catches.

It’s free to take partAll text messages are free on all networks

Easy and quickSimply send a text and give up to £10 using your charity’s unique six-digit code.

A CASE STUDY

Source: http://www.justgiving.com/justtextgiving

19

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

DRIVING DONATIONS• Dedicated campaigns or casual asks,

quirky or conventional— you know your audience

• Keep it simple, low effort for supporters

• Clear call to action

• Timely and relevant— don't try to shoehorn something awkward

• Make sure it can be easily shared

• Integration across all applicable channels (cross promotion)

21

FUNDRAISING WEEKEND RESULTS

• Total raised: about £1,500 through 380 donations

• £1,237 total with £208.44 added in Gift Aid

• This took two and half days to achieve

• From a few Facebook posts per day

Doesn’t have to stop there…keep the ball rollin’ and you

could see the donations continue to come in!

22

THE THANK YOU VIDEO

• A ‘thank you’ video to supporters has proved:

– a great way to express our appreciation

– encourage brand new donations

Thank you!

23

THE THANK YOU VIDEOJustTextGiving_Music.wmv

24

THE THANK YOU VIDEO RESULTS

• Amount raised = £1,861

• Gift Aid = £269.75

• Number of donations = 544

• TOTAL = £2,130.75

+£685.31

25

COVERAGE

26

[email protected]

@dogstrust

www.facebook.com/dogstrust

www.bebo.com/dogstrust

www.youtube.com/dogstrust

www.flickr.com/photos/dogstrustwww.myspace.com/officialdogstrust

www.dogstrustblog.blogspot.com

www.dogstrust.org.uk

27

Animal Shelter Amsterdam

www.dierenasielamsterdam.nl

Introduction

ICAWC Prague 2010

Facebook, Twitter and Hyves

Virtual Shelter

Tips & Tricks


Introduction

- Max van Steijn

- Since November 2009

- Fundraising, PR & Marketing, social media outreach

- Animal Shelter Amsterdam


ICAWC Prague 2010

- Inspired

- Importance social media

- Feedback and encourage other delegates


Facebook, Twitter and Hyves

- Easy accessible

- Transparent

- Regular basis & follow up

- Examples





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


Tips & Tricks

- Dare to ask

- Keep your lines short

- Share besides positive, also negative stories

- Last but not least……KISS!


Thank you! Enjoy Riga!

Max van [email protected]


Date post:	16-Jan-2015
Category:	Technology
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ICAWC 2011: Laurier Nicas and Max van Steijn - Digital Marking and the Web

Technology