Credit Valley Case Study: First 6 months
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Transcript of Credit Valley Case Study: First 6 months
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Building a Community of
Supporters: Social Media Strategy
Bianca Freedman, The Credit Valley Hospital
Foundation
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Did you know? Media is
changing.
http://www.youtube.com/watch?v=sIFYPQjYh
v8
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To be a leader
To use benefits of
new technology to
engage supporters
To better understand
our audiences
To customize media
outreach with little
cost
The Opportunities
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To cultivate fundraisers, not just
donorsWe’ll call them supporters.
Short term: build and engage audiences
Long term: generate revenue
The Goal
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Community Education & Awareness
Our understanding
of our audiences
Online Donations
Internal brand connection
Objectives: To Increase...
+ Be
industry
leaders.
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Brand recognition: # of
mentions, RTs
Mentions: # of blog mentions
Audience : all platforms
Outreach: total # of posts: all
platforms
What can we measure?
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Feedback: #
comments, likes, RTs : rate which
posts/articles get best responses
Pulse-check: poll audiences in
real-time on key
messages, campaign tactics
Sentiment: gauge tone of
comments
What can we measure?
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Participation: Content Creation:
# of guest blogs by CVH staff
Joiners: # of CVH, CVHF staff on
Facebook, Twitter
Education: gauge internal buy-in
at staff meetings (qualitative)
What can we measure?
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Lead generation: traffic to
website
New donor acquisition: #
fans/followers who are not donors
Online donations: $ amount
given online: emerging patterns
What can we measure?
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This is the beginning
Story telling gives
context before ask
Engaging content
enters hearts & minds
Relationships build
trust
Guiding Principles
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Person behind the
brand
High level of content
variation
Blog is content hub
Share campaign
messages
1st Call to action at 1
year
Health info: hook
Key Strategies
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Current CVHF supporters who are online
Families living in catchment area that are also
online
CVH staff online
Teens, young professionals who are typically
not supporters
Target Audiences
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Typical donor is 35+, slightly
skewed female, University
educated, combined income $80 K
Typical Facebook user is
34, skewed female & highest per-
capita usage is in Canada
Audience Comparison
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Lifetime of Care
Campaign
messages
+Share your
experience with us
+Share our stories
with friends
+Daily stewardship:
thank you!
+Your opinion is
important to us
Key Messages
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Tactics:
Highlight
Join our
Community!
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Online + Offline: “tweet-up” tour of
new wing
Inside the Foundation: blog series
Video : New Lives at Credit Valley
Fan photos
Hockey ticket giveaway
Tactics: Highlight : Twitter & FB
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RT’d X 10
Potential twitter
reach: 4500+
Facebook shared
X 5
Potential FB
reach: 2500+
Total 7,000+
24 hours
Storytelling...
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Storytelling...
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Blog traffic:
doubled avg./day
in 2 hours
50% Direct traffic
50% Referral sites
245 Page
views, 24 hours
Storytelling...
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Storytelling...
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Benchmarks – How are we doing?
0
50
100
150
200
250
300
Oct Nov Dec Jan Feb Mar
Twitter: Followers
Facebook: Fans
Blog: Daily Page Views
YouTube: Avg Views
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First ask: September 2010
Story: Dr. Zajdman & Daniel Tram:
online audiences know about it
Multi-platform: Daniel featured in
direct mail piece & radio ads
Ask fans/followers to purchase
piece of lifesaving equipment: goal
$2,000
What about dollars?