engaging donors and users online - nordic summit of diabetes foundations june 2014
Post on 23-Sep-2014
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How do you make someone listen, how do you reach out to people using digital media? Can you really get someone to care about your cause, and can you really help someone with their problems? Yes, and here's how. Presentation given at the Nordic summit of Diabetes Foundations in June 2014.TRANSCRIPT
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♥Internet
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Norwegian Cancer Society
• Finance research
• Cancer care
• Prevention
• Advocacy
• Information
• Fighting cancer globally
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We knew the
tools
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wtf ?
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The world
changed
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CC
BY-N
C 2.0
http://www.flickr.com
/photos/tollaksen/328642857/in/photostream/
You.
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You are still you
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Less cancer More survival
Support and care
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- Norwegian Cancer Society Facebook Strategy
We will create dialogue with the user. Contacting us should be easy, and you will get
to talk to professionals. !We will show the full width of what we do.
We will rarely ask you to support our work»
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I can’t help her
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– Johnny Appleseed
«Skriv et sitat her.»
She can
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92 chats
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Your users are still your
users
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Why someone needs us
CC BY 2.0 https://www.flickr.com/photos/calliope/6025359063/in/photostream/
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- Young girl on our facebook-page
I have a mole on my leg, it itches and bleeds sometimes.
Should I be worried?
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0 %
5,5 %
11 %
16,5 %
22 %
13-17 18-24 25-34 35-44 45-54 55-64 65+
4 %
10 %
18 %21 %
17 %16 %
11 %
Age of facebook-fans
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Has iPad Is on Facebook
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Your cause is
still your cause
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25.000 texts = 2 mill NOK
Real emotions
Phot
o: @
mar
tiiin
e
Real stories
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5000
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CC BY-NC-SA 2.0 https://www.flickr.com/photos/damiel/2498956487
#Krafttakmotkreft
Phot
o: @
june
kim
iko
20.000 answers
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«Thank ALL your donors»
Source: fundraisergrrl.tumblr.com
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«Thank ALL your donors»
Source: fundraisergrrl.tumblr.com
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«Thank ALL your donors»
Source: fundraisergrrl.tumblr.com
≈ 80% retweets
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*google translated. No-one is to blame for horrible grammar.
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Plan the un-
planable
@th
ales
nibs
oeer
@th
ales
nibs
oeer
#Hoppihavet
3,5 mill NOK!
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#1 Discover
Traffic
Conv-ersions
Google analytics
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#2 Alert and prepare
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#3 Aknowledge
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*google translated. No-one is to blame for horrible grammar.
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#4 Celebrate and thank
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https://www.youtube.com/watch?v=CgwhdgD1oEU
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https://www.youtube.com/watch?v=CgwhdgD1oEU
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#5 Sit back -
enjoy
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Be mobile-friendly
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Text donations 53 %
Web donations phone 16 %
Web donations tablet
6 %
Web donations desktop
25 %
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Christmas appeal
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Christmas appeal
15%
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Christmas appeal
15% 17%
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Christmas appeal
15% 17% 10%
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Recruiting members from facebook
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Recruiting members from facebook
2,5%
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Recruiting members from facebook
2,5%
6,5%
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Recruiting members from facebook
2,5%
6,5% 7,3%
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Desktop 15 %
Mobile (including tablet) 85 %
Traffic from facebook ad asking for volunteers
(over 800 visitors)
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Context is more
important than device
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8 tricks to
get it right
Train - make your mistakes in
a safe place
http://www.flickr.com/photos/bamblekommune/5413186602/sizes/l/
Voice and tone creates unity
Voice and tone creates unity
Friendly Professional Informal Grateful Impressed Helpful Engaged Credible
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♥Love <3
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♥Love <3
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Make it a priority
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Write in pairs - honor the micro-copy
Kilde: http://www.flickr.com/photos/nathaninsandiego/3839051662/sizes/l/
Surveillance
http://www.flickr.com
/photos/highwaysagency/6008267975/sizes/l/
There’s no vacation
http://www.flickr.com/photos/paparutzi/2133772938/sizes/o/
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Timing and content matters
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Timing and content matters
WIN :D
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Social media let’s us get our message out more, to more people, more often, with easier response methods.
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That girl probably found her malignant melanoma
in time.
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Questions?