SOCIAL MEDIA STRATEGY + ROIRenee Alexander Hamilton, Operation Smile

About Operation Smile

About Me

Embarking on Social Media

Baby Steps

We learned that our supporters are there, they are engaged and ready to take action.

1. Built a solid donor first philosophy and had internal processes down (Stock the fridge)

2. Find Key Influencers3. Stop, Watch and Listen4. Communicate and Test

1. Test tone, frequency and content

Exploring the Channels

Informal audit of our online presence Decided to focus primarily on two channels Continue to maintain multiple channels and

remain on the look-out

Currently Utilized Channels Primary: Facebook, Twitter & Linked IN YouTube & Flickr as a resource to other networks MySpace and others moderately

TAKE NOTE!

Social media is a paradigm shift into relationship marketing, NOT an adoption of technology or specific tools. The channels will change but the methods of conversation and communication will remain the same…it’s about the SOCIAL not the MEDIA!

Hammer & House

WHY?We already had a strong following on Facebook and that is where the majority of social media users, across a variety of demographics live online.

Using Facebook

• Fan Page has 5,701 Fans

• Post daily to stay current on users “wall”

• Content: news, updates photos, links, video

• Daily Updates

• Cause Page currently

has 41,371 Fans• Raised $8,807• We accept

donations through Network for Good

• Create fundraising goals

• e-mail directly to fans weekly

• Avg. 300 new fans each week

Why?

Twitter has been generating the most buzz, particularly in the entertainment and technology sectors so we saw this as a channel that would allow us opportunities to be early adopters and position us well with trend setters and decision makers.

Using Twitter

We constantly monitor Twitter, Searching on key words to identify conversations about us, clefts, our competitors etc.…………………………….…………………………………RTWe test strategy for how to engage and increase our number of followers including message tone, style and content.……………………………………………………..…………RTWe Tweet relevant information, news and interesting links, appreciation to followers and donors, and lastly asks or fundraising engagement. …………………………………………………………………RTConstant messaging and monitoring has led to new grassroots fundraisers, increased donor service and the 140 Smiles campaign.………………………….…………………………………RT

Current # of Followers: 4,596

Twitter Reach: 26,000 –1, 020,000 daily

“Mobilize and empower online supporters of Operation Smile through social media to create new smiles for children around the world.”

Create A Social Media Mission

Objectives to achieve the mission:

Objectives Contribute to building online brand awareness of Operation

Smile

Acquire and cultivate online advocates, volunteers and donors

Employ Social Media as a donor service & engagement tool

Share the Operation Smile cause through online communications

Leverage Social Media as an integrated component of direct response fundraising campaigns and development initiatives

Donor Engagement/Customer Service

Use search tools to find people talking about us; respond and engage

Identify potential supporters i.e. parents of children born with cleft and introducing them to the Organization

Bring focus to supporters and donors and show how we value and include them

Identify potential Brand, Celebrity and Strategic partners for Operation Smile

“Operation Smile, thank you for reaching out to me and allowing me the chance to become an advocate for you in honor of baby Liam”

- Kate Mack is raising funds after we saw her tweet that - her friends baby was born with a cleft

Communication & Information

Post real time mission stats and reports Post News and blogs links about

Operation Smile Post Links to video, photo streams and

main website Respond, address and promote issues and

crisis in real time Increase market awareness“I used to donate to (competitor) but Operation Smile really tells me about the children I want to help”

- Tweet from @maressaz

Fundraising

Test monthly and/or quarterly fundraising campaigns

Encourage grassroots fundraising Provide resources and support

Enhance Development and Cause Related Marketing efforts by offering additional promotional support

“Social Media is about long term engagement and relationship building. While it’s not a direct fundraising tool, the value and benefit to your organization is immeasurable”

-The Agitator

But who is going to do all of that? Communicate-Don’t Automate!

Social media is a communication tool, do not get involved if you are not prepared to communicate

GOOD NEWS! You’re best communicator may be the girl at the front desk. When you use SM strategically, you will

reap inherent benefits based on the time you spend. Do what you can until you find what those benefits are for your organization.

Social Media Value

Photo Credit: http://www.flickr.com/photos/jemsweb

http://www.flickr.com/photos/jemsweb/

ROI Case Study

“If you want to get to Operation Smile, you have to go through me!” ~Jessie, NYC Prep

ROI Case Study

• Completely planned and promoted through Twitter• Design and Strategy donated by Common Knowledge• Planned & Executed in 30 days

About the Campaign: Worked withPrograms to

getCampaign specific

Image from a mission!

• Est. $75k in donated goods and services; all received through leveraging Twitter

• Over $17,000 raised• Created long term opportunities with major brands, tech celebrities

and media outlets

Social Media Metrics + ROI

Social Media ROI (Relationships, Opportunities, Involvement)

Social Media is a relationship building tool to increase Brand Loyalty

Unique opportunities are created using Social Media tools

Increased donor involvement through real time engagement

Social Media Metrics

Set monthly goals and track the following metrics:

# of friends, fans, followers # of referrals from social media channels $ raised Key mentions Leads generated

There are many third party FREE & Low cost monitoring and analytic tools

Key Take-Aways

Find & Follow the rock-stars

Stock the Fridge before the party

Make sure your stories, systems and services are in place to support new

inquiries, donors and issues.

It’s the house not the hammerDetermine what you want to build THEN what tool

you want to use

Be Fearless

Questions?

Support Operation Smile:

www.140smiles.org

www.operationsmile.org

www.Twitter.com/operationsmile

Connect with me:

www.twitter.com/reneeahamilton

www.linkedin.com/reneeahamilton

www.reneeahamilton.com