War child social media presentation

Presented by:Alyson Rowe, War Child@[email protected]

War Child ChallengeSOCIAL MEDIA BEST PRACTICES

FOR NOT FOR PROFITS

War Child CanadaWar Child’s mission is to empower children and young people toflourish within their communities and overcome thechallenges of living with, and recovering from, conflict. Toachieve this, War Child works collaboratively with thosecommunities to:

• Increase access to education, especially for girls and young women.• Overcome the obstacles of poverty and economic marginalization.• Create a protective environment for the rights of children and

youth.

Active programs in the following countries:1. Afghanistan2. Sudan (Darfur)3. Uganda4. Democratic Republic of Congo5. Ethiopia6. Sri Lanka7. Sierra Leone8. Haiti

War Child & Social Media

Our First Foray…

Camp Okutta - Viral Success

Can Lightning Strike Twice?

A Cause far from Home

The War Child Challenge

War Child Challenge: Why then and not now?

What can change in a year?

2010- Ipad is released- Twitter celebrates 100 new accounts- Ning usage- Tehran

2011- Google Plus- RIP Steve Jobs- Linked in goes public- Twitter

“Year in Review”- Arab Spring

War Child Challenge:

Objectives

Generate awareness and engagement for War Child/CIDA’s work

• Set challenges for bloggers to focus on Millennium Goals• Generate discussion among non-core audience

Use ‘social media’ in the broadest sense to engage the public

• Challenges would use text, video, photography as well as Twitter/Facebook

A fresh perspective

• Have a fresh set of eyes experience the challenges faced by the communities we work with

Objectives

Generate awareness and engagement for War Child/CIDA’s work

• Set challenges for bloggers to focus on Millennium Goals• Generate discussion among non-core audience

Use ‘social media’ in the broadest sense to engage the public

• Challenges would use text, video, photography as well as Twitter/Facebook

A fresh perspective

• Have a fresh set of eyes experience the challenges faced by the communities we work with

Our Approach

Digital Footprint

•Social media newsroom•Facebook integration•www.childsoldiers.com

Blogger Relations

•Bring campaign to life

Twitter •Amplify, spread and join the conversation

Available Platforms

Digital Footprint: Track your Success

Objectives• Digital news hub• Integrated in WC site• Integrated with Facebook• HQ for blogger outreach

Digital Footprint:Facebook

Objectives• Raise awareness• Cultivate conversation• Connect with the fans

Blogger Relations

Objectives• YouTube video embeds• Get people

talking/sharing• Engagement and

advocacy• Make ask/key message

clear• Cultivation is key

Results

YouTubeResults• Okutta reached 107K

views in one year; Child Soldiers reached 115K in three weeks

• Top Featured and Top Favourited on Youtube globally

• 6th most discussed nonproft video of all time in Canada

• 1666 comments and counting

Blogs

• Who’d we pitch?• Visuals of pitch• Screen caps of results

Results• Blogger Knife Box drop

lead to features in:• BlogTO• She Does the City• IwantIgot• Big City Liberal • And more! (total of 65

posts)• Lead to 17,689 referrals

to helpchildsoldiers.com from blogs and websites

Twitter

Results• Amplified conversation• Connect with key media

and brand influencers• Manage the pulse of your

brand

WebsitesResults• Over 7,800 visits to

helpchildsoldiers.com• 2,000 new memberships• 80% increase in

volunteers• 50% increase in donations• Warchild.ca web traffic

doubled during campaign blogs and websites

Return on Investment

Return on Investment:Why it matters

Return on InvestmentHeroes Benefit CD Twitter promo:

$1,500200% Increase in followers

856 Twitter mentionsInfluence - 150,000 members

Return on Investment

• Inclusion in 12 for 12K Twitter promo - $12,000

• Voted by community to be recipient of mesh conference funds; those funds were doubled by a Twitter user - $2,500

A valuable community:

Return on InvestmentMost Importantly:

• A community is born• Give your organization a voice• Share impacts instantaneously• 300 requests to be volunteers• Live Tweeting from War Zone by co-

founder Samantha Nutt (@NuttsAtWarChild)

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