Leadership Waterloo Region Presentation
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The document discusses how organizations can use incentives on social media to engage potential donors, fans, and volunteers. It provides examples of how Janet and Greta, a cooking duo, used a Facebook ad campaign offering a free recipe to gain likes for their new fan page. It also describes how a consulting group used a "Cookies for Feedback" email promotion, offering cookies in exchange for website feedback, which generated many new contacts. The document advocates using incentives that relate to the brand or cause and that add a personal touch to build relationships rather than just promote a corporation.
Leadership Waterloo Region Presentation
- 2. 1.The “Sales” Funnel 2.Moving though the Sales Funnel 3.Janet & Greta Case Study 4.Stryve Group Case Study 5.Non-Profits Using this Approach 2
- 3. You want to… • Make the best possible use of valuable resources • Represent organization in a professional manner on a variety of platforms • Reach out to potential donors, fans, volunteers, staff • Stimulate growth and exposure 3
- 4. Generate / Qualify Sell / Convert Trade Up / Referral Evangelize / Referral 4
- 5. Goal: Turn suspects and prospects into clients and super clients Accomplish this by… • Make your social media presence follow-worthy • Incentivize • Engage 5
- 6. Available resources… • Brand new, sleek website • Large personal and professional networks Resource gaps… • Limited marketing budget • Time sensitive Solution… • Cookies for Feedback email promotion – Reach out to many contacts at once – Create buzz – Create a mutually beneficial situation for gaining feedback 6
- 7. How did Stryve Group use incentives to spread the word about their new website? • Freshly baked branded cookies! – We collectively reached out to over 2000 contacts via Email, Twitter, Facebook & LinkedIn promising freshly baked cookies in exchange for website feedback Cookie Promotion Traction… in 3 hours • Received over 35 feedback emails • 21 Facebook “Likes”, 5 Facebook shares • 10 Tweets/Retweets. 7
- 8. Available resources… • Excellent, sought-after product • Genuine desire to connect with fans • Engaging personalities Resource gaps… • Lacked an appropriate outlet to connect with fans • Limited time (J&G were responding to EACH individual fan email!) • Traditional book marketing methods are very expensive Solution… • Facebook Fan Page – Reach out to many fans at once – Build a community – Engage effectively 8
- 9. How did Janet & Greta use incentives to spread the word about their Fan Page? • Facebook Ad Campaign – Directed at target market using Facebook demographics – Inexpensive • Incentive – Fans received a free recipe when they “liked” the page – To a J&G fan, a recipe is a valuable and relevant incentive – Gives fans a “taste” (no pun intended) for what they will see more of on the Page as fans Facebook Fan Page Traction • Growth of Facebook “Likes” because of the free recipe giveaway • Further growth and maintenance of an engaged fan following 9
- 10. Industry news Current event opinions Lifestyle advice Care & interest Personality Exclusive info 10
- 11. Individualized answers Timely response Reliable presence Genuine gratitude Respond to each post 11
- 12. Cross-promotions Exclusive recipe previews Personal update Relatable Human side of the brand 12
- 13. • We are bombarded with so many requests for uses of our time – Something has to catch our eye in order to decide to devote time to it. Giveaways and other incentives grab attention • People respond to give and take relationships – What can I do for you, and what can you do for me? – People don’t always expect something in return, so when they are pleasantly surprised they are more likely to become evangelists • It is most effective when the incentive is related to the brand – i.e. Recipe in exchange for cookbook newsletter sign-up – i.e. Branded cookie in exchange for new website feedback • Adds a personal, human-like touch – People like maintaining relationships with people rather than corporations/organizations 13
- 14. • Since one of the goals of a NFP’s existence are about raising funds, it wouldn’t make sense or look good to donors to use donated resources to reward people for engaging on social media. This is why incentivizing via social media is a little bit different for an NFP than a corporation or brand. • One thing that people inherently enjoy is the “feel-good feeling” associated with doing a good deed or contributing to the greater social good, and of course, being publically recognized for it. • This is something NFPs can leverage as an incentive. 14
- 15. What do they do? What’s the incentive? 15
- 16. Celebrities including Justin Bieber, Adam Lambert , and Will & Jada have pledged their birthdays for charity: water. Reaching out to fans via social media they have each raised tens of thousands of dollars and encouraged fans to pledge their birthdays. 16
- 17. The results? Ben Parr’s Birthday “pledge”: • Donations in lieu of gifts • Share, “Like”, comment traction on his own network build the charity: water following charity: water results to date 17
- 18. What do they do? What’s the incentive? 18
- 19. 19
- 20. Facebook - shareability Klout – panel as a perk Twitter – branded hashtag 20
- 21. • Millions of panels created to date – each is numbered and publically viewable • join (RED) efforts have raised over 180 million dollars to date (results aren’t attributed to different campaigns) • More than 7.5 million people have been reached with testing, counseling, treatment, and other services 21
Editor's Notes
- #3: Our blog post for reference: http://stryvegroup.com/how-nonprofits-can-benefit-from-using-linkedin/
- #4: Adapted from blog
- #6: Turn a small few to act as the leaders of your brand or your cause. Engage 15-20 rather than 150-200 un-engaged.
- #7: Janet and Greta have a great product, a genuine desire to
- #8: Show the attendees the project plan for the promotion.
- #9: Janet and Greta have a great product, a genuine desire to
- #17: Charity Water, bringing clean and safe drinking water to people in developing countries. Astonishingly, it gives 100 percent of public donations to fund clean water projects. The organization has raised more than $61 million since its launch in 2006.To spread the message, Charity Water is encouraging as many people as possible to donate their birthdays to the cause today. I spoke to Scott Harrison about the impact being made and how you can get involved now. I also surprised him by sharing that I would be donating my next birthday on May 6 to Charity Water! One of the most effective ways for people to engage and bring clean drinking water to the almost 800 million people in the world without is to use their birthday," Harrison said. "Instead of throwing a big party or asking for a bunch of gifts they probably don't really need, is to ask for their age in dollars and start a charity campaign."
- #18: What are your objectives? Your current list of followers (emails, LinkedIn Contacts, Facebook followers) How are you going to grab their attention (something different = cookie)? What action do you want them to take? (for example “We want them to click, care and share) – how do we get them to do that? Incentivize them Engage with them afterwards.
- #19: In 1987, a quilt created by The Names Project Foundation covered the National Mall in Washington, D.C., memorializing those we lost to AIDS. Today, we stand at the threshold of another defining milestone in this fight: by 2015, we should be able to provide treatment to the millions more who need it, drastically reduce new infections, and virtually end the transmission of HIV from mothers to their babies. 1.4 million HIV+ pregnant women need access to treatment – treatment that only costs about 40 cents a day.It can be done. But we need your help to get there.Join millions of existing ONE and (RED) supporters. Add your panel to the (2015)QUILT. Make a pledge to do more and a thank you gift will come your way. Our friends, THE KILLERS have once again recorded a Christmas song for us— their 6th song for the cause. Add your pledge to the (2015)QUILT and receive one of (THE KILLERS) RED Christmas songs for free.The beginning of the end of AIDS starts with you.