Social Media Marketing for Change: How to grow a community and put them to work
Nov 11, 2014
Social Media Marketing for
Change:How to grow a community and
put them to work
Eli on the internet
•Email: [email protected]
•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: [email protected]
•Blog: http://blog.vandergiessen.ca
•LinkedIn: http://ca.linkedin.com/in/elijahv
•Twitter: @elijah
Questions?