fundacion fabretto a social media project developed by patricia polvora for esic

‘CAN*’ CUSTOMERS TO FOUND A FABRETTO PROJECT

A SOCIAL MEDIA APPROACHDEVELOPED FOR THE SCHOOL OF ESIC AND FABRETTO

*Caja Navarra (CAN)

Ericsson Internal | 2010-05-27 |

PRESENTER

Patricia PolvoraEricsson Employee & Ericsson Response volunteerFabretto volunteerCAN customerESIC student

ME


STORY BOARD

ANALYSIS

BACKGROUND

STRATEGY AND TACTICS

IMPLEMENTATION

CONCLUSION


OVERALL OBJECTIVE

To enableimpoverished

Nicaraguanchildren and their families inunderserved communities to

break the cycle of poverty andreach their full potential*

*From www.fabretto.org


PURPOSE OF SOCIAL MEDIA ACTIVITY PLAN

To fund raise 5000€ for Fabretto project

via

the CAN bank’s initiative “Tú eliges, Tú decides”

CAN initiative: “Tú eliges, Tú decides”

Fabretto project: Fortalecimientos a Consejos de Padres/Madres de Familia en Escuelas de Nicaragua (no 17.688)


PURPOSE VISUALIZED

!


CONTENT BRIEF TO OUTLINE PLAN

ENCOURAGE customersof the bank CAN (CajaNavarra) to donate their social % to the

Fabretto project (no 17.688) that aims for fundraising of 5000€ before 31/12-10

(through the online channel “Tú eliges, Tú decides)

CLI

EN

TR

EC

EIV

ER

S

Required method: actions in social media

budget: 10 % of total fundraise = 500 €


PEOPLE TO TALK TO

Customers of CAN that are not online (yet)

Customers of CAN that are online

Total # of customers

that donated in 2010 222674


WHERE ARE THE PEOPLE ONLINE AND WHAT DO THEY LIKE?

DemographicBetween 25-45 years old

He/she lives in Spain (and to a great extent in Navarra)

His interests are His also visits these sites


WHEN TO TALK TO PEOPLE

DEADLINE: 31/12 – 2010 (closure of period for fund raising)

FOCUS: occasions where CAN keeps their attention

Activities will take place starting August 15 to December 31 (4 1/2 months)


HOW TO MEASURE SUCCESS OF PLAN

Amount of € raised

10% of total = break even10-30% of total = OK

30-50% = Good50-70% = Very Good70-100% = Excellent

WHEN

BASELINE: NOW ROI = 0€ROE = 0 % on all

1 MONTH AFTER ACTIONS

Increase in sentiments for “Fabretto” 20%

50 comments in any social platform

10 retweets

ROI

ROE





WHAT IS FABRETTO SPAIN

› ONG with headquarters in Madrid› 1700 members› Support education related activities in Fabretto schools in

Nicaragua


› Bank with social profile, head office in Navarra› 4843 social projects listed in their plan “tú decides, tú elijes”

› 222674 clients contributed to the found raising in 2009

WHAT IS CAN (CAJA NAVARRA)

Offices are located in= clients

ANALYSIS

SETTING THE SCENE

MariaGuide of this journey


TALKING

CUSTOMERCARE

FABRETTO SPAIN – SOCIAL MEDIA PRESENCE GRAPH

PRESENCE

BLOGGING

SHARING

INFO

COPETITIONS

ammado

Structure from @JM Tribó


3 videos in No channel

50+ images in

82 fans on page (US page 543)no profile

SHARING/COMPETITION

TALKING/CUSTOMER CARE

BLOGGING/COMMUNITY

INFO

5 followers of profile (US 152)0 listed and 0 tweets (US 10, 120)

“ONG” no show within top 3 p

“Fabretto” show top 5

Not existing

FABRETTO SPAIN – SOCIAL MEDIA PRESENCE DETAILS

No blogs

Ammado to post info a few posts


FABRETTO SPAIN – SOCIAL MEDIA PRESENCE NUMBERS

Source: Socialmention, twittergrader, web grader (100616)


TALKING

CUSTOMERCARE

CAN – SOCIAL MEDIA PRESENCE GRAPH

PRESENCE

BLOGGING

SHARING

INFO

COPETITIONS



429 videos in A channel with 28220channel views and 173929 video views

656 images in with buddy icon. Is a pro user

TV channel of their own

230 links in

577 fans on page295 friend on profile

SHARING/COMPETITION

TALKING/CUSTOMER CARE

BLOGGING/COMMUNITY

INFO

1617 followers of profile121 listed and 3184 tweets

125 subscribers of profile

community with functionality

1182 associated blogsand 261 are related to cooperation

“banco” and “banco social”“caja social” no show within top 3 p

“caja navarra” top 1

Post existing with last entrance 1/6

CAN – SOCIAL MEDIA PRESENCE DETAILS


CAN - SOCIAL MEDIA PRESENCE ACTUAL

# of COMMENTS ON GOINGPage daily comments/answer most related to social actions. Customers publish questions and encourage social actions. Profile is used to promote actions 2-3/week

Tweets several/day

Friendsfeed 3/week

Arranging competitions in Upload social video 22/6. Win camera+$ to your social program

Have a TV channel

Developing an iPod app

Have a blog tool where people can become “bloggers” and widget to promote your selection on your webpage/blog


CAN – SOCIAL MEDIA PRESENCE NUMBERS



ROE COMPARING IN SOCIAL MEDIACAJA NAVARRAFABRETTO*


*Inc

lude

s U

S b

ased

acc

ount

s th

at a

re m

uch

mor

e ac

tive


SEO COMPARING OF WEBSITES



CONCLUSION

CAN customers are active online and visible in social activities, pages etc online

Fabretto members/advocates are not visible in a gathered place online

2.0 website with interactivity1.0 website with no interactivity

Donators are between 25-55 years oldDonators are between 25-55 year old

Head office in Navarra Many customers in region

NO presence in Navarra (3 members)Focus Madrid/Barcelona

Over 6000 project. Not favourazingOffer channels where to contribute

NO good social media foundation to use for dialog/viralizing/sharing. Needs to be built up

HIGH social media presence. ACTIVE with customer care, promotion, dialog and contribution. Medium rate of followers

LOW social media presence. Not active. Low rate of followers/fans

FABRETTO needs to create a social presence and platform; it cannot getpull from CAN (besides CAN activities for contribution). Facebook: place where CAN customers are active +I dentified Fabretto. Good start point due to demographic similarities possibilities to address per location.People needs to be brought here or directly to CAN fund raising. Needs to be done via planned or ongoing activities (e.g. dinners, events)Fabretto needs to create presence in regions where CAN is but not Fabretto (e.g. Navarra). They depend on awareness/preference before action taken by CAN customers.

FAB

RE

TTO

CA

JA N

AV

AR

RA

STRATEGIC APPROACH

SETTING STRUCTURE

PedroGuide of this journey


WHAT WE WANT TO ACHIVE

AWARENESS PREFERENCE CALL TO ACTION

INFLUENCE PERCEPTIONOF BRAND

VIRALIZEINSIGHT OF BRAND TAKE ACTIONDONATE VIA CAN

PREREQUISIT TO BUILD FOUNDATION FOR ACTION


HOW WE WANT TO ACHIVE ITINSIGHT

OF BRANDELIMINATE

NWOMINFLUENCE

PERCEPTIONVIRALIZE TAKE ACTION

TRACKCONVERS.

MANAGEEXPERIENCE/

SERVICE

BRANDCOMMUNITIES

BLOGMARKETING

VIRALMARKETING

INFLUENCERMARKETING



WHAT FOCUS – TWO FOLDED

EVAL

UAT

ION

AN

D M

EASU

REM

ENT

WO

RLD

FO

OD

DA

Y 16

/4

AUG

SEP

OC

T

NO

V

DE

C

DEVELOPMENT

DEVELOPMENT AWARENESS PREFERENCE

CALL TO ACTION

DUE TO FABRETTO’S LOW PRESENCE IN SOCIAL MEDIA, AND DO INPLANT A “NAME”IN THE MINDS OF THE TARGETED PEOPLE, THIS PLAN TAKES INTO ACCOUNT ALL PHASES


WHAT FOCUS – DETAILED

AWARENESS

BUILD: social platform (web, networks)

IMPROVE: SEO (web page)

FOCUS: monitor, listen

PREFERENCE

BUILD: content to share

IMPROVE: build up mass

FOCUS: answer, create

CALL TO ACTION

FOCUS: Interact in CAN channels

Viralize game, content, “I like”, competitions

Activate CAN customers or “friends” of CAN customers to act


WHAT FLOW OF COMMUNICATION

FABRETTOpage

Containsinfo about

game, comp-etitions etc

USERSPROFILEUSERS

PROFILEUSERSPROFILE

EVENTS

DM MAILPRESS

FABRETTO

CAN

CANpage

Containsfunctionalityto donate


WHAT CHANNELSSEM EVENTS CONTENT APPLICATION


SEO

AMADO


ACTION PLAN WHEN to speak WHERE

Structure from @Ben Hanna

You

tube

(2x/

mon

th)

Flic

kr(5

/wee

k)D

elic

ious

(5/w

eek)

FOUNDATION HOW OFTEN RESOURCE

Foundation: 10h/week

Twitter/ FB: 10h/week

Blog: 10h/week

Create content: 10h/week

TACTICAL APPROACH

DOING IT

MarioGuide of this journey


MAKING PAGE SEARCHABLE (SEO)

Measure: add code to index from google analytics

Onsite SEO: add missing metadata, check size of page (think of speed), identify proper key words and add in text(long tail keywords), add links (internal/external) to logic information, metatag images, add images and embed/link videos

Offsite SEO: identify blogs/webpages and ask for/encourage linking (partners, other Fabretto orgs, volunteers, local blogs in CAN area)

AWARENESS


MAKING PAGE SOCIABLE (SEO)

Social plug ins (Facebook)

AWARENESS

CAN related info

section

section

channel

LIKE BUTTON

LOG IN BUTTON

COMMENTS

FACEPILE

LIKE BOX


MAKING FABRETTO FB PAGE MORE SOCIAL

AWARENESS

Add youtube, flicker, welcome

tabs, countdown, competition

Customize image, add bio


MAKING FABRETTO TWITTER MORE SOCIAL

AWARENESS

Add image

Adapt background

Add other channels,

description,who

tweets

Add bio


IMPROVING NAME OF PROJECT

!-simple-direct/explanatory-directed to donators-easy to remember-play with “tu eliges, tu decides”-“your/you”“with your money”“students”

CHANGE NAME

-Tú dinero, su apoyo-Tú apoyas, ellos a sus hijos

-Tú apoyas sus estudios, tú decides su futuro

-Tú ayudas, ellos ayudan a sus estudiantes/hijos U

SE

IN C

OM

MU

NIC

ATI

ON

RE

CO

GN

IZE

D

SEAR

CH

ED

FO

R

AWARENESS


PARTICIPATING INONGOING CHILDREN RELATED SOCIAL ACTIVITIES

Every child in the world should have access to an education…dance with Shakira for one goal

AWARENESS


ACTION PLAN LISTENING (1ST PHASE)

recordIdentify what they communicate, social actions

TwitterFacebookBlogs

WeeklyFollow XX3 ONG







recordWords (spanish):ChildrenEducationFabrettoONG


DailyIdentify and follow “important bloggers”

recordWords (spanish):ChildrenEducationFabrettoONG

TwitterFacebookFriendsfeedYoutube

Dailytracking of conversations

ACTIONWHATWHEREWHENACTIVITY

PREFERENCE


ACTION PLAN ANSWERING (2ND PHASE)

recordWordsChildrenEducationONG

NetsquaredSolucionesong.orgammado

DailyComment on articlesONG pages

recordWordsChildrenEducationONG

MashbleSocial MentionSocial Media examiner

DailyComment on articlesGeneral pages

recordWords (spanish):ChildrenEducationFabrettoONGHuman rights


DailyComment on conversations


PREFERENCE


ACTION PLAN CREATING (3RD PHASE)

Related toONGSocial MediaEducation/SM

Youtubevimeo

MonthlyRecord videos

RecordONGSocial MediaEducation/SM

NetsquaredSolucionesong.orgammado

MonthlyWrite articles forONG pages

recordONGSocial MediaEducation/SM

MashbleSocial MentionSocial Media examiner

Monthlywrite articles forGeneral pages

recordWords (spanish):ChildrenEducationFabrettoONGHuman rights


DailyCreate posts


PREFERENCE


INSENTIVE BLOGGERS TO WRITE

› Give bloggers “unique” information– Special interview with children– The latest video

› Give bloggers information “first” (VP)– Facts of success– Preview– Success stories

› Give bloggers specific products– Developed by the children– Result from projects “tangible”

PREFERENCE


REUSING THE ‘LIKE’ FUNCTIONALITY ON CAN PAGE

!

PREFERENCE

Initiate a competition with pricesthat encourage people in this group and other similar to do ‘I like’ and “who brought the most friend to FB thinkingin order to win a product


SENDING A SECRET

PREFERENCE

Incentive fans/offline people to “send a secret”relate it to children, games when you were a child“brand it” with fabretto, relate to CAN proyect, lead to fabretto FB page (that is relating to CAN project)


COMPETITION RELATED TO WIKIPEDIA POSTS

CREAT THE WIKIPEDIA PAGE FOR FABRETTOHave them take information from the CAN page

Encourage friends to “I like” and most gathered winsa “hot product” with content related to fabretto (e.g. if an Ipadthen the bag could be handmade by fabretto children)

PREFERENCE


COMPETITION RELATED TO #HASHTAGS

CREAT A HASHTAG AND ASK PEOPLE TO RETURNSOMETHING WITH THAT TAG IN ORDER TO WINHave them take information from the CAN page

Encourage that if they are CAN customers

CALL TO ACTION


CREATING A COMPETITION ABOUT IDEAS

CALL TO ACTION

Use FB application or other. Relate the idea to education, children let the price be that it will be implemented/reported/their name recorded in school etc promote in CAN channels and encourage donation


VIRALIZE A SHARING SITUATION

CALL TO ACTION

Relate the idea of dreams to children let the price be that it will be implemented/reported/form part of training material/their name recorded in school etc promote in CAN channels and encourage donation


PARTICIPATING IN CAN COMPETITIONS

CALL TO ACTION

Participate and then share your contribution and refer to donation page/project


GENERTING CLICKS VIA A TARGETD ADD

!

CALL TO ACTION

For all competition/sharing, use adds


BEING ‘SPONSORED’ BY A CHILD

CALL TO ACTION

› Instead of you sponsoring a child, a child can sponsor you

› The “sponsorship” consist of communication with that child; they teach you their life and what they believe in

› The idea of setting up a “vote” situation where the friends have to vote for you and the more votes…the 3 o 5 top get assigned a child and communication initiated


USING EXISTING SUPPORT TO PROMOTE CAUSE

CALL TO ACTION


CREATE A GAME

To land a “fun (social media) game” in the hands of the audience that they remember playing when they were kids. A typical “Spanish game”

MAKE IT EASY TO DONATE MONEYTO FABRETTO PROYECT VIA “TU DECIDES”

To make the content of the Game as similar as possible to making the same action in the real world, seamless step in “making it for real”

Content is related to giving away money (e.x. monopoly) or competingin gathering dummy money and “building” something (ex. Farmville)

The result/price is related to… and a call to action on donating moneythrough the CAN initiative or Navarrra related.give a “premium”?

CALL TO ACTION


GAME IDEAS

Veo veo

monopolio

tetris

Ta te tiEntre amigos

Anotationsen images

Anotationsen videos

(youtube)

mapcompetein visits

(get friendsto support)

Save

Your friends

Build a world

Education

related

$

related

CALL TO ACTION


GAME EXAMPLES

CALL TO ACTION

CONCLUSIONS

Patricia PolvoraEnds this yourney


CONCLUSION

A non-profit organization can not afford NOT to focus on social media.

Make use of volunteers to resource actions, but get to the work!

Executing this plan is not only an action related to the CAN project,

it will put in place a platform to use for other activities.

*From www.fabretto.org


THANKS

Patricia PolvoraEricsson Employee & Ericsson Response volunteerFabretto volunteerCAN customerESIC student

ME

fundacion fabretto a social media project developed by patricia polvora for esic

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