Social Media Marketing for

Change:How to grow a community and

put them to work

Eli on the internet

•Email: eli@vandergiessen.ca

•Blog: http://blog.vandergiessen.ca

•LinkedIn: http://ca.linkedin.com/in/elijahv

•Twitter: @elijah

http://www.NetTuesday.ca

http://www.DavidSuzuki.org

Goals

1.Support the Foundation’s advocacy work

2.Raise $$ to keep doing the work

3.Help people change individual behaviour

Build a big list

Old skool(for a web team}

AdvocacyHow do I build a large community to support

this work?

How do you get that kind of

activity?Luck?

Clicking “Like”

Getting back on track....

What did all this activity lead to?

7,000 new names and addresses

Source of new sign-ups

% new supporters

New Old

Anyone can do advocacy

List building?

Fundraising

Can you fundraise using Social Media

Marketing?

No(mostly!)

Facebook Causes

Facebook Causes - top fundraising

groups

Publicity stunt

They need leads

Sweet, delicious leads

# of # of leadsleads

response response raterate

# of # of transactitransacti

onsons

EmailEmail 100,000 0.29% 285

FacebookFacebook 120,000 0.01% 14

Things to remember

•Let no opportunity to build your list pass you by - find a reason for your audience to share valuable information with you

•Don’t be afraid of the data - it will guide you

•Social Media isn’t a replacement for other marketing channels and techniques - it plays a support role

How to reach me

•Email: eli@vandergiessen.ca

•Blog: http://blog.vandergiessen.ca

•LinkedIn: http://ca.linkedin.com/in/elijahv

•Twitter: @elijah

Questions?