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.

1. about.me/BeateSorumabout.me/BeateSorum
@BeateSorum
♥Internet

2. about.me/BeateSorum

3. about.me/BeateSorumabout.me/BeateSorum
Norwegian Cancer
Society
• Finance research
• Cancer care
• Prevention
• Advocacy
• Information
• Fighting cancer globally

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CC BY-NC-ND 2.0
https://www.flickr.com/photos/dipster1/1403240351
We
knew the
tools

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CC BY 2.0
https://www.flickr.com/photos/bistrosavage/3774175/in/photostream/
wtf ?

6. about.me/BeateSorumabout.me/BeateSorumCC BY-NC 2.0
https://www.flickr.com/photos/mn_francis/397620193

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The
world
changed

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9. CCBY-NC2.0
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

26. https://www.youtube.com/watch?v=NB3NPNM4xgo

27. https://www.youtube.com/watch?v=NB3NPNM4xgo

28. Real
emotions

29. Photo:@martiiine
Real
stories

30. about.me/BeateSorum
5000

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CC BY-NC-SA 2.0
https://www.flickr.com/photos/damiel/2498956487

32. #Krafttakmotkreft
Photo:@junekimiko

33. 20.000
answers

34. about.me/BeateSorum
«Thank ALL your
donors»
Source: fundraisergrrl.tumblr.com

35. about.me/BeateSorum
«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

44. @thalesnibsoeer

45. @thalesnibsoeer

46. #Hoppihavet
3,5 mill NOK!

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#1
Discover

48. Instagram

49. Twitter

50. Facebook

51. 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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58. about.me/BeateSorumabout.me/BeateSorum
#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%

72. about.me/BeateSorum
Recruiting members
from facebook
2,5%
6,5%

73. about.me/BeateSorum
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

77. Train - make
your mistakes in
a safe place
http://www.flickr.com/photos/bamblekommune/5413186602/sizes/l/

78. Voice and tone
creates unity

79. Voice and tone
creates unity
Friendly
Professional
Informal
Grateful
Impressed
Helpful
Engaged
Credible

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♥Love <3

81. about.me/BeateSorum
♥Love <3

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Make it a
priority
CC BY-SA 2.0
https://www.flickr.com/photos/nomadic_lass/6728580615/

84. Write in pairs
- honor the
micro-copy
Kilde: http://www.flickr.com/photos/nathaninsandiego/3839051662/sizes/l/

85. Surveillance
http://www.flickr.com/photos/highwaysagency/6008267975/sizes/l/

86. 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

89. WIN :D
CC BY-NC-ND 2.0
http://www.flickr.com/photos/sharonlee/130785437/in/photostream/
Social media let’s us get our message
out more, to more people, more
often, with easier response methods.

90. CC BY-NC-ND 2.0
http://www.flickr.com/photos/sharonlee/130785437/in/photostream/
That girl probably found
her malignant melanoma
in time.

91. about.me/BeateSorum
@BeateSorum
Questions?