@SFDCFoundation /Salesforce.comFoundation @SFDCFoundation /Salesforce.comFoundation Maximizing Your Impact with Social Media Lessons Learned with UNICEF and charity: water May 8, 2013 Advertise Listen Publish
May 10, 2015
@SFDCFoundation
/Salesforce.comFoundation
@SFDCFoundation
/Salesforce.comFoundation
Maximizing Your Impact with Social Media
Lessons Learned with UNICEF and charity: water
May 8, 2013
Advertise Listen Publish
Featured Presenters
Miriam Weidner Product Marketing Marketing Cloud
Sebastian Majewski Impact and Analysis
Coordinator UNICEF
Paull Young Director of Digital
charity: water
Agenda
• Marketing Cloud Overview • charity: water-Social Media Best Practices
• UNICEF-Measuring Social Impact Using Social Media
• Q&A
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Social Media Has Changed Marketing Communication Forever
Engaging Transparent Targeted
Unsolicited One to many
Untargeted
The Largest Shift in 60 Years
Old Way New Way
Social Media Value for Non Profits
• Grow Community
• Find Influencers
• Recruit Volunteers
• Increase Donations
• Connect With Like-Minded Organizations
5/9/13
• Promote Events • Manage Reputation • Be A Resource • Uncover Community
Insights
Fundraising Trends and Opportunities
2X
Source: M+R and NTEN
People Expect Non-Profits to Engage In Social
Source: M+R and NTEN
Challenges With Social
Don’t Know Where to Start
Lack Compelling Content
Not Integrated with Sales & Service
55% of CMOs find it
hard to link social to sales
150MM Brand
Conversations Daily
35% of CMOs
overwhelmed creating fresh content
Sources: Twitter Chief Marketer 2012 Social Marketing Study IBM from stretched to strengthened
Team Efficiency, Collaboration and Measurement
Create Awareness that Drives Leads
+1.2b People on Facebook
and Twitter
#1 in Social Marketing
#1 in Social Listening #1 in Social Publishing #1 in Social Advertising
Listen Publish Advertise
We Help you Measure and Achieve Results
Understand Your Customer
Create Content Marketing
Drive Business Results
Increase in sales for Gatorade
+59%
Improved Campaign
Effectiveness 75% Reduced case response time for Symantec
10% 31% More sales from social sharing for
Body Shop
Sources: Datamonitor Marketing Cloud research Facebook & Datalogix Symantec
Target & Optimize Social Ads
+3X ROI for
Facebook Ads
Wednesday, May 8, 13
END THE WATER CRISIS.
Wednesday, May 8, 13
REINVENT CHARITY.
Wednesday, May 8, 13
800 MILLIONPEOPLE DON’T HAVE ACCESS TO
CLEAN, SAFE DRINKING WATER.
Wednesday, May 8, 13
Wednesday, May 8, 13
Wednesday, May 8, 13
Wednesday, May 8, 13
Wednesday, May 8, 13
HAND-DUG WELL. RAIN CATCHMENT. POND FILTER.
BIOSAND FILTER.SPRING PROTECTION.DRILLED WELL.
Wednesday, May 8, 13
Wednesday, May 8, 13
WATER CHANGES EVERYTHING.
Wednesday, May 8, 13
Wednesday, May 8, 13
INSPIRATION: MOST IMPORTANT PART OF
OUR DIGITAL STRATEGY.
Wednesday, May 8, 13
“THERE ARE BRANDS OF TOOTHPASTEPEDDLED WITH MORE SOPHISTICATION
THAN ALL THE WORLD’S LIFE SAVING CAUSES.”- NICK KRISTOF
Wednesday, May 8, 13
1.3 million followers 65,000 followers242,000 likes
Wednesday, May 8, 13
Wednesday, May 8, 13
Wednesday, May 8, 13
Wednesday, May 8, 13
MYCHARITYWATER: MAKE OUR STORY, THEIR STORY.
Wednesday, May 8, 13
Wednesday, May 8, 13
$RAISE
INFLUENCE
Wednesday, May 8, 13
Wednesday, May 8, 13
Wednesday, May 8, 13
Wednesday, May 8, 13
Wednesday, May 8, 13
Wednesday, May 8, 13
Wednesday, May 8, 13
Wednesday, May 8, 13
SEE YOUR IMPACT: DIGITAL CUSTOMER EXPERIENCE.
Wednesday, May 8, 13
Wednesday, May 8, 13
Wednesday, May 8, 13
Wednesday, May 8, 13
Wednesday, May 8, 13
Wednesday, May 8, 13
Wednesday, May 8, 13
Wednesday, May 8, 13
QUESTIONS?@PAULLYOUNG
@CHARITYWATER
Wednesday, May 8, 13
1 1
Maximizing Your Impact with Social Media: Lessons learned with UNICEF
Radian6 Webinar: 08.05.2013
Speaker: Sebastian Majewski - @sebmaje
2 2
Social Media Monitoring as a
research methodology
3 3
The Challenge: Information is delivered in knowledge chunks.
4 4
5 5
The Monitoring Approach
• Social media conversations offer the richness of qualitative research and the sample sizes of quantitative research in real time.
• How do we detect digital smoke signals?
6 6
Types of monitoring
7 7
Evidence-based Marketing:
8 8
Rules are changing: The understanding of
perceptions is nuanced.
9 9
Men tend to be more concerned with topics that focus on the bigger picture.
Women tend to be more concerned with granular topics, focusing on direct cause & effect.
59%
58%
54%
51%
48%
42%
41%
37%
41%
42%
46%
49%
52%
58%
59%
63%
Developmental DisabiliEes
Unnecessary
Side Effects
Chemicals/Unnatural
Distrust Government/Industry
Religion/Ethics
Efficacy
Western Plot
Female Male
10 10
Rules are changing: Social Media triggers
Traditional Media.
11 11
12 12
hTp://youtu.be/ZMD1R4uSrCU
13 13
Rules are changing: The need for real time
engagement.
14 14
Need for real-time engagement.
15 15
Future Challenge: How can we engage with
millions of users in real-time?
16 16
Thank you for your attention.
Sebastian Majewski Impact and Analysis Coordinator
UNICEF - Social and Civic Media Section Twitter.com/sebmaje