Unicef social media campaign strategy 2007

2. Overview What can social media do for users and for you? Targeting your audiences Key factors The campaign Evaluating success Unicef campaign in online social media space M Farrar 2007

3. What can social media do for users? Provides a meeting place Provides an identity/avatar Quick communication tool Controlled communication (instant or delayed) Enables broadcasting/narrowcasting Enables peer sharing and collaboration Enables creative influence Unicef campaign in online social media space M Farrar 2007

4. What can social media do for users? Helps promote specific interests Helps people to be seen to care ‘ Since the Causes application launched [in June], 27,000 Facebook Causes have been created to benefit 12,000 nonprofit organizations. ‘ The Facebook generation wears their causes like the way they wear their favorite fashion ,’ says Tom Watson, publisher of onPhilanthropy.com’ newsweek.com 28 Oct 2007 Unicef campaign in online social media space M Farrar 2007

5. What can social media do for you? Raise donations Increase signups Recruit new people Involve existing audiences Interest their friends Increase profile Save money Unicef campaign in online social media space M Farrar 2007

6. What can social media do for you? Building customer loyalty Advocate Become a campaigner Supporter Sign petition Client Customer Donate/sign up Prospect View a page Unicef campaign in online social media space M Farrar 2007

7. Building audience relationships What is this campaign? Do I want to get involved? What do I need to do? What can it offer me? What can it offer my friends/contacts? How do I know if it made a difference? What do I do next? ‘ You can’t just go into a web 2.0 site and scream show me the money.’ Beth Kanter, social media trainer Unicef campaign in online social media space M Farrar 2007

8. Where are your audiences? Children Teachers Students Individuals Bebo MySpace Imbee Club Penguin Imeem! FIFA 07/08 PES Bebo MySpace Facebook group Facebook cause Wikipedia Flickr YouTube iYoMu Ning Drupal Twitter MSN Orkut FIFA 07/08 PES Second Life Bebo MySpace Facebook group Facebook cause Wikipedia Flickr YouTube LinkedIn iYoMu Ning Twitter Eons Over 50s BOOMj Wanobe Second Life Bebo MySpace Facebook group Facebook cause Wikipedia Flickr YouTube Imbee iYoMu Ning Drupal Second Life Youth Voice presence UNICEF presence UNICEF Chile Hands in Hands – on hold Unicef campaign in online social media space M Farrar 2007

9. Target your audiences Facebook Popular Large range Causes: Breast Cancer Research, 2,374,392 members, $47,003 donated MySpace, Bebo Interest groups Imbee Tweenies Wanobe Over 50s Unicef campaign in online social media space M Farrar 2007

11. Born Free campaign actions Donate to Born Free Sign up to the campaign Fundraise for Born Free Buy a gift and save a life Take action for more health workers Unicef campaign in online social media space M Farrar 2007

12. Match actions to audiences Facebook: increasing age range Cause: raise donations, increase sign-ups, recruit campaigners Group: increase sign-ups Group: recruit fundraisers MySpace: children/young people Youth Voice group: raise donations, increase sign-ups, recruit campaigners Bebo: children/young people Youth Voice group: raise donations, increase sign-ups, recruit campaigners Wanobe: over 50s WorkZone group: recruit campaigners Unicef campaign in online social media space M Farrar 2007

13. Key factors New medium: conduct research, develop guidelines Testing: trial ideas, review, share outcomes Resources: set-up, moderation, review Key dates: 1 December 2007 World AIDS Day Spring 2008 Government’s AIDS strategy launch Integration: Communications plan for Born Free Publicise successful milestones of social media campaign Stats: agree on key targets Unicef campaign in online social media space M Farrar 2007

14. The campaign Cause: UNICEF UK Duration: permanent - focus on Born Free during entire campaign Target: Raise £1,000 Sign up 5,000 to group Sign up 1,000 to Born Free 2007 Facebook Group: 20,000 people want to save the world’s children from HIV by 1 Dec, World AIDS Day Duration: 7 Nov–1 Dec 2007 Target: Raise money Sign up 20,000 to group Sign up 1,000 to Born Free Awareness ribbon: 1 Dec 2007, World AIDS Day Duration: 7 Nov–1 Dec 2007 Objective: Raise awareness Unicef campaign in online social media space M Farrar 2007

15. The campaign Badge: Buy a gift and save a life at Christmas – Born Free from HIV Duration: 7 Nov–24 Dec 2007 Objective: Raise money 2007–2008 Facebook Group: 1,000 needed to run 10K for UNICEF’s Born Free from HIV Duration: 1 Jan–1 March 2008 Target: Raise money Recruit 500 fundraisers Unicef campaign in online social media space M Farrar 2007

16. The campaign Blurb: Born Free from HIV (pre-exists) Duration: whole campaign Target: Sign up 200 2007–2008 MySpace Youth Voice Blurb: Get Gordon Brown to keep his promise to save the world’s children from HIV infection Duration: Nov 2007–Jan 2008 Target: Sign up 200 to petition Sign up 100 to Born Free Banner: 1 Dec 2007, World AIDS Day Duration: 7 Nov2007–1 Dec 2007 Objective: Raise awareness Badge: Buy a gift and save a life at Christmas – Born Free from HIV Duration: 7 Nov2007–24 Dec 2007 Target: Raise money Unicef campaign in online social media space M Farrar 2007

17. The campaign Bebo Group: Youth Voice UNICEF UK – add Born Free from HIV Duration: Nov 2007–Jan 2008 Target: Sign up 200 2007–2008 Wanobe WorkZone group: Born Free from HIV – UNICEF UK Duration: whole campaign Objective: Raise money Recruit campaigners Imbee Group: Born Free from HIV – UNICEF UK Duration: whole campaign Target: Sign up 50 Unicef campaign in online social media space M Farrar 2007

18. Evaluating success Donations £ Sign-ups: to Born Free, to group, to petition Sales Web stats Team development: create blog/wiki to share learning Regular team update and review meetings Internal communications of campaign results Unicef campaign in online social media space M Farrar 2007

19. Next steps Facebook cause: Start subgroups to recruit campaigners Investigate expansion of use of video in campaign Investigate FIFA 08/Pro Evolution Soccer in-game banners linked to involvement of Manchester United Unicef campaign in online social media space M Farrar 2007

20. ‘ I hate that people with AIDs feel like they are “leopards” in society because AIDs doesn't descriminate.’ Alicia M. Ho, Facebook, October 31 2007 Unicef campaign in online social media space M Farrar 2007