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Driving Awareness and Donations by Building a Community in the Social Media Space

Driving Awareness and Donations by Building a Community in the Social Media Space. ADRP 2009 Annual Conference May 14, 2009. AGENDA. the INTRODUCTION the INSIGHT the IDEA OUR EXECUTION THE SEEDING EFFORT THE PAYOFF LESSONS LEARNED. THE INTRODUCTION.

shelley-hardin
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Driving Awareness and Donations by Building a Community in the Social Media Space

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  1. Driving Awareness and Donations by Building a Community in the Social Media Space ADRP 2009 Annual Conference May 14, 2009

  2. AGENDA • the INTRODUCTION • the INSIGHT • the IDEA • OUR EXECUTION • THE SEEDING EFFORT • THE PAYOFF • LESSONS LEARNED

  3. THE INTRODUCTION • CANADIAN BLOOD SERVICES MEETS RADAR DDB

  4. CANADIAN BLOOD SERVICES • National charitable organization responsible for Canada’s blood system outside of Quebec • Operates 40 permanent collection sites and more than 20,000 donor clinics annually • Operates the OneMatch Stem Cell and Marrow Network

  5. RADARDDB • Experts at inserting brand messages into the daily lives of consumers • Operates in the Web 2.0 social media environment and guerrilla marketing tactics • Combines the skill sets of news gathering organizations, advertising agency and more

  6. THE INSIGHT • SEEING THE LIGHT

  7. MOTIVATIONS • The need of a family member or friend • The desire to express gratitude to donors • The power of a story told directly by a recipient • The need to gather stories to inspire more people donate • Social media is neat

  8. MISSING PIECES • Because blood donation is an anonymous process, recipients need a way to give their thanks to donors • People do not have a place to share their stories about how these anonymous donors have touched their lives • We need a way of bringing these together

  9. THE INSIGHT • Inspiration is a motivator to act • Illustrating impact is as good as gold • The online space is an increasingly fertile spot to create influence and drive people to act

  10. THE IDEA • GETTING TO SOMEWHERE

  11. WHAT IF WE COULD… • Create an opportunity for blood recipients to share their stories and have them brought to life by photos, videos and text? • Make these stories and these recipients available for Canadian Blood Service’s future marketing & donor recruitment efforts? • Raise awareness and bring to life the need for blood donations?

  12. THANKYOURDONOR.CA WAS BORN

  13. THE EXECUTION • MAKING IT HAPPEN

  14. GETTING IT OFF THE GROUND • Determining social media tools: • Popular video & photo sharing websites • Building the site: • Hosting and shareability • Managing content and feedback

  15. WHICH TOOLS… • Were the most widely used by our target? • Had a large enough audience? • Would serve our intended purposes? • Would allow us to share the content that we would have? • Would be robust enough to meet our reporting needs?

  16. AND THE WINNERS WERE…

  17. SITE CONSIDERATIONS • Well Designed • User generated • Functional • Supported • Shareable

  18. WELL DESIGNED

  19. WELL DESIGNED • Site designed to resemble cells flowing in the blood stream • Each large cell represents a recipient’s story • Easy and intuitive navigation

  20. USER GENERATED

  21. USER GENERATED • Recipients can tell their stories by writing a posting • They can show their gratitude by uploading pictures • And share their experience by embedding a YouTube video

  22. FUNCTIONAL

  23. FUNCTIONAL • Recipients can easily submit their stories using the site’s form • Visitors can preview stories by hovering over a cell or read the full story by clicking on it • The stories may be searched for returning visitors and referrals

  24. SUPPORTED

  25. SUPPORTED • The site is supported by: • A YouTube channel • A flickr photo group • Blood.ca • CBS YouTube channel • CBS and affiliated facebook groups

  26. SHAREABLE

  27. SHAREABLE • Stories may be “passed on” using StumbleUpon, Delicious, Digg, and facebook • Visitors can send an email to Canadian Blood Services commenting on the stories

  28. THE EFFORT • APPLYING THE ELBOW GREASE

  29. ‘TRADITIONAL’ SOCIAL MEDIA • Post it • Cross your fingers • Hope it “Goes viral”

  30. THE RADARDDB MODEL • Host the content or create a place to host the content • Identify engaged communities of interest • Participate in their conversations • Provide relevant content • Take a deep breath • Repeat

  31. CBS RELEVANT CONVERSATIONS • Survivors • Transfusion requirement diseases • Hospitals • Support groups • Altruists/Optimists • Supporters of Canadian Blood Services • Designers

  32. CONVERSATION SITES • Social networks (General and niche) • BLOGS • Chat rooms • Forums

  33. BEYOND BLOOD • Building awareness outside the blood community: • Designers • Teachers/learners • University students

  34. THE RESULTS • HOW WE ARE DOING

  35. DEFINING RESULTS • ENGAGEMENT • INTERACTION • ACTION

  36. TRACKING PROGRESS • The site’s performance was measured using Google Analytic’s suite of web tools • YouTube’s “Insight” web measures were used to track the activity on the YouTube channel

  37. KEY ACTIVITIES • An initial push on June 9th leveraged World Blood Donor Day and drove an initial influx of stories to the site • RadarDDB participated in blogs, forums, and discussions with like-minded groups driving stories to the site until November 2008 • Messages to Canadian Blood Services supporters increased traffic to the website. • Interest from a key blogger resulted in a traffic spike in July 2008 • Marketing Magazine picked up the story in July 2008 resulting an mores stories added to the site • A story in Reader’s Digest resulted in a nominal increase in traffic • Web banners on blood.ca continue to drive stories and consistent traffic to ThankYourDonor.ca

  38. TO DATE • 60 stories shared • 10 900 visits to the site • Approx. 4 stories viewed per visitor • Visit time 4-6 minutes per visitor

  39. LOOKING AHEAD • We are planning a Spring push to drive additional stories to be added to blood.ca. Activities will include: • The development of in-clinic materials • Collateral to be distributed to partners, hospitals, and supporters • Re-engaging organizations and key individuals supporting Canadian Blood Services • Further leveraging current social media initiatives such as Facebook and YouTube • Editorials in Canadian Blood Services newsletters • Engaging our volunteer community • Integrating ThankYourDonor.ca into select clinic materials • Recipient speeches to include the promotion of ThankYourDonor.ca

  40. LOOKING AHEAD • Collateral is in production for in clinic and stakeholder (hospitals, organizations, etc.) distribution: • 11x17 external poster • 8.5x11 external poster • 11x17 in clinic poster • Z-fold card

  41. LESSONS LEARNED • WHAT WE KNOW NOW

  42. THE RETURN • We now have a continually updated collection of stories to support marketing and donor recruitment programs • A tool exists for recipients to share their stories and thank donors for their saving touching countless lives • Prospective donors have an inspiration source to encourage them to donate

  43. THE AUDIENCE • Recipients are enthusiastic about sharing their stories, as long as we make the ask • Individual attention to recipients proved to be the most effective means of collecting stories • Donors are equally, if not more, engaged in the site • Canadian Blood Services staff are actively engaged in the site searching for stories

  44. PRIVACY • Separate privacy documentation is necessary for web 2.0 sites • The site’s owners are responsible for its content, even though it is user generated • Prompt action must be taken for inappropriate content

  45. TRANSPARENCY • Transparency = credibility • Play by the rules of social media

  46. IN SUMMARY • WE’RE ALMOST DONE

  47. THE SHORT OF IT • Started with a problem • Realized there was an answer • Dove into a new space • Garnered some great key learnings • Moving forward and evolving the program

  48. THANKS FOR YOUR TIME • LET’S TALK • Jeff Moat • Director, Marketing and Recruitment • jeff.moat@blood.ca

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