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Similar to Building awareness & engaging champions of your cause
Building awareness & engaging champions of your cause
- 1. BUILDING AWARENESS & ENGAGINGCHAMPIONS FOR YOUR CAUSE Liza Jerome, CFRE VP, Innovation & Development Centre for Addiction and Mental Health Foundation With Special Guests Miguel Amante Kate Richards Online Content/Digital Marketing Specialist Social Media Coordinator Centre for Addiction and Mental Health Foundation Centre for Addiction and Mental Health
- 2. BUILDING AWARENESS & ENGAGINGCHAMPIONS FOR YOUR … CAUSE
- 5. BUILDING AWARENESS & ENGAGINGCHAMPIONS FOR YOUR … BRAND
- 6. BUILDING AWARENESS & ENGAGINGCHAMPIONS FOR YOUR … BRAND
- 7. WHAT IS BRAND? •A promise to your donors/stakeholders/ customers • NOT a logo or a name • Your brand is the sum total of your reputation as it builds in your audience’s mind • The brand promise drives everything • Every organization has a brand – whether or not they designed it
- 8. “Your brand iswhat people say about you when you’re not in the room.” Jeff Bezos, Founder & CEO of Amazon.com
- 9. DEFINING BRAND • Who is your target audience? • What are your competitors doing? • What’s your brand position? • What’s your promise?
- 10. Think about abrand you are emotionally connected to… What brand is it? Why do you feel this way? What value do you gain from interacting with the brand? How do you talk about that brand?
- 11. Are you achampion for that brand?
- 12. EVOLUTION OF BRAND INTERACTION BRAND OLD CUSTOMER
- 13. EVOLUTION OF BRAND INTERACTION BRAND NEW CUSTOMER Digital has changed the nature of the interaction.
- 14. VALUE EXCHANGE What BrandsGive People • Product or experience • Conversation • Access • Utility • Entertainment • Social Currency What People Give Back To You • Authenticity • Word of Mouth - endorsement • Advocacy • More consumers
- 15. Engagement is theKEY to Growth ENGAGED Likes Page NOT ENGAGED Sees Your Content YES – Fans entered NO – Fans did not enter into conversation & activated next conversation & content reach ENGAGEMENT tier of engagement limited Amplified Reach Limited Reach
- 16. STARBUCKS • Co-creation –giving them a voice • Feedback drives product development
- 17. OSCAR MEYER • Open to feedback • Accessible and Responsive • Creative/unique to break through the noise
- 18. McDONALD’S • Open tofeedback • Transparent • Authentic, accessible & responsive
- 19. What causes areyou engaged with? What is it about them that keeps you there & coming back? Do you follow their social media & why? If they asked you to do something would you?
- 20. TIERS OF ENGAGEMENT ADVOCACY Energize cause lovers & inspire them to share their experiences ENGAGEMENT Motivate people & WALL POSTS give them reason + (advocacy) permission to SHARES engage more (advocacy + conversion) ACQUISITION deeply Create a point of LIKES, COMMENTS, SHARES entry & ways to (brand pride) connect with your cause VIEWS, CLICKS, STREAMS (top of mind awareness) FANS & FOLLOWERS VIRALITY % (percent we’re engaging)
- 21. UNICEF UK • Creative,question link to the cause/brand, engaging, raises $
- 22. SAVE THE CHILDREN •Interactive & tangible • Public recognition as part of a community
- 23. AMNESTY DENMARK • Activistmodel • SMS outreach for petitions & fundraising • SMS in Canada
- 24. PARTNERS FOR MENTALHEALTH • Creative/unique to break through the noise • Easy to share & involve others • Direct ask to take action & pledge
- 25. PARTNERS FOR MENTALHEALTH Let’s Call BS
- 26. CANADIAN DIABETES ASSOCIATION • Incentives for participation • Voting encourages sharing • Easy to share & involve others
- 27. Is there adifference between engaging with a for profit brand versus a not-for-profit brand?
- 28. LISTENING BRAND/CAUSE CHAMPION •What are people telling each other? •Who are they? •How do they feel about you? •What are their needs & passions? •What are their beliefs about you? •How do they connect with the world? CATEGORY CULTURE •What are people saying about •What elements of culture are new competitors? & trending among your audience? •What motivates people to choose •What are they “into” right now? you over others?
- 30. CAMH BRAND PROMISE We believethat every person should know life IS worth living
- 31. 2005 – 2008Awareness Campaign
- 32. 2005 2006 spring & fall spring & fall 2007 2008 spring & fall spring & fall
- 33. CAMH AWARENESS 90% 80% 70% 60% 50% 40% 30% 20% 10% Unaided Aided 0% Apr 05 Nov 05 Nov 06 Nov 07 Jun 08 Nov 08 Mar 10 May 10
- 34. WHAT’S IT GOINGTO TAKE? • Long-term commitment • Need to invest $ and resources • Don’t expect immediate results
- 35. INTERNAL ONE-PAGER • CampaignPurpose • Expected Outcomes – Short-term – Long-term • Goals (including measures) – Awareness levels & understanding – Social action • Target Audience • Other Considerations
- 36. COMMUNICATION BRIEF • What arewe selling? The product/service/offer is… • What problem are we trying to solve? Objectives of campaign • Who are we talking to? • Key selling idea • Reason to believe • What has been done before • Communication requirements, what does it need to be? • Creative considerations
- 37. DEFEAT DENIAL Link toDefeat Denial cinema spot
- 39. COMMUNICATION MEDIUMS TRADITIONAL PAID EARNED & SOCIAL MEDIA •Wild postings •PR •Out of home •Bloggers/digital word of •Print mouth •Radio •Email •Cinema •Facebook, Twitter, Pinterest •Direct marketing
- 40. PHASE 1 ENGAGEMENT •Objective: Drive people to Hospital’s social media channels via ads • Strategy – Asked community to contribute phrases – Build a conversation & engage new members – Purchased Facebook ads leading to Hospital’s Facebook page • Branded the campaign for social media #defeatdenial
- 41. FACEBOOK STATS Engaged Page Users vs Viral Reach • 51% increase in Facebook 4000 4000 followers 3500 Viral Reach 3500 Engaged Users • Largest daily viral reach: 3000 3000 48,714 Facebook users 2500 2500 (average: 2,625) 2000 2000 1500 1500 • Largest # of engaged 1000 1000 users: 1,865 (average from May – October: 276) 500 500 0 0 May * Stats are from CAMH Hospital Facebook page only
- 42. LISTEN • Gather feedback – Personal – Media – Social media • Categorize feedback • Respond • If applicable, react
- 43. CRITICS, CHAMPIONS & ADVOCATES •Converting critics into champions
- 44. CRITICS, CHAMPIONS & ADVOCATES •Now that we have them what are we asking them to do? – Learn – Educate – Participate (talk about the issues, share stories/lived experience, share knowledge)
- 45. • Phase 2example
- 46. PHASE 2 ENGAGEMENT •Objective: Engage community, educate & empower people to advocate • Create sharable content & attempt to increase virality of message
- 47. SOCIAL MEDIA PLAN EngagementStrategies • Leverage knowledge & expertise at CAMH to educate our target audiences on about mental illness and addiction • Use Mental Illness Awareness Week (Sept 30 – Oct 6) to share information about mental illness & engage community • Encourage and empower the CAMH community to share their stories
- 48. METRICS Facebook • # fans:Increase 15% between Sept. – Nov. ‘12 • Viral rate: +2% per campaign related post by Nov. ’12 • Wall posts: Min. 3 comments per wall post from Sept. – Oct. ’12 Twitter • # Twitter followers: Increase 15% between Sept. – Nov. ‘12 (5,838 to 7,034 – 20%↑) • Retweets: 2-5 per #defeatdenial twitter post during Mental Illness Awareness Week Oct. 1-5 ‘12
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- 51. CALL FOR VIDEOS Linkto call for submissions video
- 52. VIDEO SUBMITIONS Link toRendezvous with Madness video
- 53. LEARNINGS • Listen tothe conversation not just the critics – what do people want? • Plan in advance but be flexible & resourceful to seize opportunities • Executive support, buy-in & trust is a must • More resources can lead to greater success • Social media is not just external – think internally too
- 54. LEARNINGS • Infrastructure • Canwe provide what people are asking for? – Merchandise – Information • How does it affect the stakeholders – Emergency department increase • Resources must be ready to respond and maintain the conversation
- 55. ASK YOURSELF… What arethe key issues & challenges to raising awareness for my cause and/or organization? Who/what can influence these issues & challenges? How can they be overcome?
- 56. What do wehave control over? What’s it going to take & what are we willing to invest? What can I do & who needs to be involved? Who makes the final decisions? What will success look like & how will we measure it? Are we REALLY willing to do it?
- 57. TOP 10 TIPS 1.Be authentic, emotional, accessible & responsive 2. Listen & be open to feedback 3. Be relevant to their needs/desires 4. Offer something of value 5. Be creative/unique to break through the noise 6. Give them a reason to come back 7. Make engagement easy to share & involve others 8. Give them a voice/control over their relationship 9. Co-create when opportunity exists 10. Don’t sway from your brand promise & your identity
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- 59. SPECIAL THANKS • AFP •DentsuBos / 360i