Enterprising Use of Social Media 2011

Editor's Notes

• #10: Goodtwo has taken a page out of the more traditional online peer-to-peer fundraising model by allowing non-profits and individuals (a.k.a.  free agent fundraisers ) to create their own fundraising page where they can set a goal, offer special deals to their supporters and track their progress. You can also include information about your mission and goals as well as multimedia, such as photos and a video that help you tell your story. Goodtwo combines group buying with fundraising by allowing those that set up a fundraising page to choose from a menu of deals that offer supporters 50% or more off at shops, restaurants, and other businesses. According to the team at goodtwo, ”Fundraisers host deals on dedicated pages customized for their cause that they can then offer to their supporters for a limited time. For each deal sold through the page, the fundraiser keeps half the profit.” Check out ow  Reach out and Read  is using Goodtwo to get a better sense of what’s going on over there. More http://mashable.com/2011/02/01/group-buying-social-good/
• #22: We’re the largest funding platform for creative projects in the world Kickstarter  is an online threshold pledge system for funding creative projects Crowdfunding Kickstarter facilitates gathering monetary resources from the general public, a model which circumvents many traditional avenues of investment. [4]  Project owners choose a deadline and a target minimum of funds to raise. If the chosen target is not gathered by the deadline, no funds are collected (this is known as a  provision point mechanism ). [5]  Money pledged by donors is collected using Amazon Payments , [6]  and initiating projects requires a U.S. bank account.
• #23: http://www.shopkick.com/ Incentivisation for walking in the store Points and reward Audio recognition
• #42: The campaign had almost 30,000 active participants with over 72,000 Facebook Fans and 77,000 Twitter Followers who generated over 150,000+ tweets to power the cars. The campaign videos generated about 2 million views, while the twitter reach pushed over the 25 million mark.
• #44: 70 million views on top 4 “Life is for sharing videos” Airport – Welcome home Liverpool St Flashmob Royal Wedding Etc. Simple idea – Life is for sharing...
• #52: Monitoring – audience insight, understanding views Taking part in the conversation – stimulating discussion, encourgaging sharing Co- Production – working with a community to produce a response Discussion and response - driving take up, asking for feedback Tiff check against 7 levels of engagement Define your objective Define which kind of communities Design the ‘ offer ’ Identify relevant communities Choose community audience and content Establish fit with other marketing plan Set up, manage, monitor and maintain Evaluate – continual optimisation
• #54: Be credible: Be accurate, fair, thorough Be consistent: Ensure that your communications are consistent in message and tone, pertinent to the appropriate channel and relationship Be transparent: Wherever possible disclose your position as a representative of your organisation Be relevant: engage in useful practicable communications for the best interest of the individuals and groups with which you are communicating Be an ambassador for your organisation: Act in the best interest of your organisation at all times Be credible Be accurate, fair, thorough and transparent. Be consistent Encourage constructive criticism and deliberation. Be cordial, honest and professional at all times. Be responsive When you gain insight, share it where appropriate. Be integrated Wherever possible, align online participation with other offline communications. Be a civil servant Remember that you are an ambassador for your organisation. Wherever possible, disclose your position as a representative of your department or agency
• #55: Be credible: Be accurate, fair, thorough Be consistent: Ensure that your communications are consistent in message and tone, pertinent to the appropriate channel and relationship Be transparent: Wherever possible disclose your position as a representative of your organisation Be relevant: engage in useful practicable communications for the best interest of the individuals and groups with which you are communicating Be an ambassador for your organisation: Act in the best interest of your organisation at all times Be credible Be accurate, fair, thorough and transparent. Be consistent Encourage constructive criticism and deliberation. Be cordial, honest and professional at all times. Be responsive When you gain insight, share it where appropriate. Be integrated Wherever possible, align online participation with other offline communications. Be a civil servant Remember that you are an ambassador for your organisation. Wherever possible, disclose your position as a representative of your department or agency
• #57: Very important to elaborate on that, and maybe point to some tools which allow to measure. I think you could also mention there is no established way to measure audience in one simple number (how do you integrate likes + views + comments into one simple number?) It's a big industry question right now. Define the indicators for success (KPIs): Outputs, Out-takes and Outcomes Define the metrics/ideal data to collect associated with the success indicators Include (if you haven't already) the digital core data set Define the metrics that would feed into relevant cross channel evaluation Outputs: Exposure, marketing activity, relevance How many visits, referrals, subscribers, loyalty, web analytics, bounce rates Outtakes message and experience for user Satisfaction, measuring change of attitude (not nec KPIs) Outcomes – action, What do you want the user to do? Other external signs of success may include Sense of ownership Shared history ? Rituals – think Gaming. Virtual funerals Community redirection / application of product