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Effective nonprofit social media marketing campaign example #8: TwitChange

Maila Kue's picture

Nonprofit organizations need people to support their cause, which is why they turn to social media to get the word out. TwitChange is a nonprofit organization that specifically exists to utilize change in the world through social media. That is, with the help of influential celebrities.

In 2010, Eva Longoria partnered up with TwitChange to raise money and help reconstruct the Miriam Center in Haiti, a home for children with disabilities such as cerebral palsy and severe autism. With the support of more than 100 celebrities such as Kim Kardashian, Ryan Seacrest and Shaquille O’Neal, TwitChange was equipped with two powerful tools – fame and Twitter – to make a change in Haiti. Celebrities committed to auctioning off tweets on eBay, where fans could bid on the chance to be followed, mentioned or retweeted by their favorite celebrity.

 

You’d be amazed at how much people were willing to bid for a celebrity tweet. In just 10 days, TwitChange received over $500,000 in bids. One of the highest bids went to Justin Bieber, with 62 bidders and the highest bid at $2,325. Plus, using Twitter allowed this campaign to easily become viral. In just 2 weeks, the campaign had over 30 million hits and more than a 100,000 tweets and retweets mentioning the campaign. And the best part about this social media campaign? It didn’t cost a penny to follow, mention or retweet fans.

Which celebrity would you bid on? To see more nonprofits making a difference, check out the rest of my series, 10 Nonprofit Marketing Campaigns That Effectively Use Social Media.

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Weekly Recap - January 19, 2015

Ellyn Davidson's picture

Social media is constantly evolving, with vigilant bloggers following every new app, rule and Facebook flicker. We sift through hundreds of blogs weekly to keep on top of developments and seek out new client opportunities. It’s our job. And we like to share. So, don’t fret about what you might be missing. We’ve got your Cliffs Notes.

10 Tips and Tricks for Twitter
Brogan’s Community Manager Kaitlynn Knopp shares easy tips and tricks on getting the most out of Twitter.

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10 Tips and Tricks for Twitter

Kaitlynn Knopp's picture

With 284 million monthly users sending 500 million tweets per day, Twitter has quickly become one of the largest social media sites in the world.

Founded in 2009, Twitter is as an online networking service that enables users to send and receive 140-character messages—usually consisting of instantaneous information and ideas.

While many people have been actively tweeting for years, some are just now realizing the power Twitter can have, the entertainment it can provide and the resource it can be. If you’ve found yourself in that position, we welcome you to the wonderful world of Twitter with these 10 tips and tricks.   

1. Be easy to find. 

When Twitter users search for someone, they tend to search their first and last name. Making sure your Twitter name and your Twitter handle incorporate both will make it easy for users to find your page and interact with your content. (Example: My name is Kaitlynn Knopp, so my Twitter handle is @KaitlynnKnopp.)

Another way to enhance your searchability lies in your Twitter biography. While there is, of course, a character count—keeping things short, simple and sweet—a biography that clearly explains who you are and what you do will continue to lead the right people to you.

2. Don’t follow blindly.

If you plan to tweet about marketing, advertising and social media, follow people who tweet about marketing, advertising and social media. Not only will that make your Twitter stream more relevant to you, but it will make your following list more relevant to your followers.

Once a user finds your page and notices you’re tweeting content they want more of, they’ll take a look at the users you’re following to learn whose content you wanted more of. Expecting to see users like Adweek and Adobe, they’d sure be surprised if they saw Alanis Morissette.

3. Keep it short.

While Twitter already limits your tweets to 140-characters, social media scientist Dan Zarrella has found that tweets between 100 and 115 characters are more likely to be retweeted. Why, you ask? They’re easier to read, and they leave room for users to add their own comments when they retweet them.

4. Tweet often.

With 500 million tweets appearing on Twitter every single day, we recommend that all beginners tweet at least once per day, but there’s certainly room for more. If you’re tweeting tidbits of information (facts, blogs, links, quotes, ideas), feel free to tweet up to 10 times per day. If you’re live tweeting an event or participating in a Twitter chat, feel free to send as many as 50 tweets per day.

5. Tweet various content.

Twitter, as you may have guessed, can be a fairly informal space. Users love images, GIFs, videos and text-based tweets alike, but what they don’t like are tweets that are often repeated or overly promotional. So, if there’s a blog post you’ve written that you’d like to share multiple times, pair it with a new tweet—don’t just continuously copy and paste. And if you’re using Twitter to market yourself (as we all are, in some way or another), acknowledge that users want content diversity. While they want to read about your product, service or success, they want to read about more than just those things, too.

6. Tweet timely content.

Twitter is instantaneous. Tweets are messages sent in real-time. The best way to break through is to tweet timely information. Be the first to share a story. Weigh in on breaking news. Tell us your thoughts on the latest viral video. Live tweet an event. Keep up with a conversation.

7. Don’t shout.

Unless it’s urgent, don’t use all uppercase letters.

8. Do hashtag (#DoItAllTheTime).

On social media sites, a hashtag assigns a topic to a tweet. It organizes conversations. It’s a searchable phrase. Whether you’re tweeting about #advertising, #music, the #beach or #BurgerKing, be sure to use hashtags. This will help users—users who may not be following you—find your content and interact with it.

9. Interact and engage.

    Twitter is a two-way street. While you can certainly create your own content, you also want to be sure you’re interacting with content that others have created. To do so, Twitter offers three functions.

    A retweet is something you share with your followers, and you can even add your own thoughts before you share it. It will then be pushed out to all of your followers—giving them even more relevant content. (And they’ll be grateful you did!)

    A favorite lets the author know you like their Tweet, and will then be stored in a bank with all of your other favorites, letting users see what you find fascinating.

    And finally, a reply allows you to comment on a tweet or join a conversation.

    10. Interact and engage with more than just your followers.

    Broaden your horizons. Step away from the mainstream. Search topics and hashtags that interest you and see who’s tweeting about them. In doing so, you’ll find new people to follow and new content to interact with.

    Did we miss any tips and tricks that you use on Twitter? Be sure to tell us in the comments below.

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    Effective nonprofit social media marketing campaign example #7: Epic Change

    Maila Kue's picture

    What comes to mind when you hear the word “fundraising?” Bake sale? Car wash? Sponsored event? For Epic Change, it was Twitter. There’s a reason Mashable calls this nonprofit organization “a model for raising money using social media.”

    With only 48 hours to raise money and build a classroom in Tanzania, Epic Change launched a Twitter campaign called Tweetsgiving (now known as Epic Thanks), which aimed to change the world through the power of gratitude. The project first asked Twitter users to tweet out anything they were thankful for with the hashtag #TweetsGiving. Then they asked them to donate money in honor of what they were grateful for.   

    The results? Let’s just say there was a lot to be thankful for. In just two days, Epic Change raised over $11,000 to help build a classroom and support education in Tanzania. The social media campaign also brought awareness to the organization with 98% of donors never having donated to Epic Change before. As experts in marketing and social media, we’d say that’s pretty epic.

     

    To see more nonprofits making a difference, check out the rest of my series, 10 Nonprofit Marketing Campaigns That Effectively Use Social Media.

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    6 Marketing Trends for 2015

    Kaitlynn Knopp's picture

    Over the past year, trending topics have included everything from Frozen to Flappy Bird, Jennifer Lawrence to Jared Leto and the Ice Bucket Challenge to the iPhone 6. Which trends will influence the topics we see and the way we see them in 2015? A recent webinar hosted by CEB Iconoculture, a resource Brogan & Partners regularly consults with to develop creative strategy, cited six trends as the game changers and the must-knows for this year.

    1. Changing Values

    Nine values are on the rise with the American population, including purpose, ambition, learning, diversity, discovery, curiosity, health, comfort and relaxation. Not only do people want to set goals and reach them, they want to encounter new people and new ways of thinking in the process. And in their spare time, they’ll seek health, happiness, and even more spare time.

    But of course, what goes up must come down, and with that, there are four values definitively declining. While patriotism, spirituality, hope and heritage used to rank high, Americans are suddenly finding them significantly less significant.

    2. Humanizing Technology

    Thad Starner, the Google Glass technical lead, has always believed that “the goal of technology should be to assist with the flow of human interaction,” and Americans are starting to agree.

    According to Iconoculture, the consumer perception of technology’s ability to predict their wants and needs is growing more favorable, and now, consumers not only want, but rely on this predictive assistance.

    3. Defining Success

    This just in: Abraham Maslow’s Hierarchy of Needs has flipped entirely, effectively promoting self-actualization from the top to the bottom.

    Today, when Americans describe success, they describe happiness, purpose and enjoyment. But as their personal and professional lives are intersected now more than ever before, they’re willing to make any sacrifice to achieve a balance.

    4. Pressing Time

    Time. No one has enough of it.

    Today, the average American work day is 7.6 hours, and men and women alike are spending five hours a day on necessary housework.

    An anonymous participant in Iconoculure’s study said, “There is time during the week to do most of the things that need to be done, but not enough for me to do the ‘fun’ things for myself.”

    Maybe that’s why in 2013, Americans took the fewest vacation hours in 40 years. (Yikes!)

    5. Acknowledging Enough

    You have enough. You do enough. You are enough.

    All of the above have been tough beliefs for Americans to uphold, but 2015 could be the year. With more brands celebrating flaws and normalizing imperfections, consumers are realizing they don’t need products and services to make them great. Instead, they’re realizing that they’re already great, all on their own.

    6. Admiring a New Kind of Celebrity

    No longer are the most admirable celebrities the ones with a Golden Globe or a Grammy. Instead, Americans are turning to a new kind of celebrity—most often those who have reached their claim to fame from a strong social media channel. Those who once tuned in to a late night talk show are tuning into a YouTube channel—like that of Jenna Marbles or Tyler Oakley.

    Will these social media sensations soon be the faces of brands, endorsing products and services? We wouldn’t be surprised.

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    Effective nonprofit social media marketing campaign example #6: Operation Smile

    Maila Kue's picture

    Operation Smile is a perfect example of how nonprofits can use social media to launch a campaign. This nonprofit is #HealingSmiles by repairing cleft palates in children around the world. But even more, they’re capturing the social change and promoting awareness on Pinterest. The visual-heavy platform allows for them to raise awareness and support using powerful “Before and After” photos.   

    But it doesn’t stop there. Operation Smile dedicates additional boards to tell their patient stories, share videos, and display their celebrity ambassadors, which has gained them more than 1,900 followers. This nonprofit understands social media, but uses it unconventionally to change lives around the world.

    Can you think of another board that Operation Smile can create? To see more nonprofits making a difference, check out the rest of my series, 10 Nonprofit Marketing Campaigns That Effectively Use Social Media.

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    Weekly Recap - January 5, 2015

    Ellyn Davidson's picture

    Social media is constantly evolving, with vigilant bloggers following every new app, rule and Facebook flicker. We sift through hundreds of blogs weekly to keep on top of developments and seek out new client opportunities. It’s our job. And we like to share. So, don’t fret about what you might be missing. We’ve got your Cliffs Notes.

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    Effective nonprofit social media marketing campaign example #5: Sesame Workshop

    Maila Kue's picture

    With the company of colorful friends like Elmo, Cookie Monster and Big Bird, Sesame Street is able to reach millions of children in over 150 countries every day. Sesame Street is produced by Sesame Workshop, a nonprofit organization with the mission to “use the educational power of media to help children everywhere reach their highest potential.”  

    While Sesame Workshop does a great job at using Twitter and Facebook to engage with its audience, the organization’s YouTube channel is where it really reaches its full potential. The channels features celebrity guests such as Michelle Obama and Bruno Mars, who join the Muppets in teaching topics that aid children development. In doing so, both the children and their parents can enjoy the videos. The channel has resulted in more than 1 million subscribers and over 1 billion views. If you haven’t seen the videos for yourself, navigate your way over to Sesame Street and take a look at how this nonprofit uses social media to help children learn. No matter what your age, you’ll find yourself singing along. 

    Which celebrity guest would you like Sesame Workshop to feature? To see more nonprofits making a difference, check out the rest of my series, 10 Nonprofit Marketing Campaigns That Effectively Use Social Media.

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    Celebrating 30 years of creative advertising: #30 St. John Health.

    Laurie Hix's picture

    This campaign is very special to my heart. The reason? First off, it was a very tight, hard-working campaign that broke through to create a strong brand and emotional connection for St. John Health. As a faith-based health system, what made St. John Health different in the competitive healthcare landscape was their unique approach to healing “mind, body and spirit.” We came up with the themeline, “A passion for healing,” and rolled out a campaign which used a storytelling format to emotionally connect female healthcare decision makers to the brand. One such female is also the other reason this campaign is special to me: Ellyn Davidson. When Ellyn, our managing partner, saw the memorable brand TV spot below, she was inspired to do a self-breast exam in her shower. She found a lump. And yes, it was breast cancer. Early detection is one of the reasons Ellyn has been cancer-free for 7 years. And we are all so grateful that she is.

    The emotion in this campaign is undeniable. Radio stations were talking about it. Neighbors of mine told me it made them cry. Our client even made me a shadow box filled with the letters staff sent to her about how moving it was and how well it articulated their brand. That shadow box still sits in my office today. But the campaign was also smart. With a modular themeline that we used to highlight different clinical specialties, a print format that encapsulated all the nine hospitals in the health system in a book mark design and cable ad tags that used zone-targeting to effectively advertise the right local hospital to the community. It was powerful brand campaign on many levels.

    I find healthcare marketing very rewarding to work on, and this campaign was a career highlight for me and the agency. What do you think of it?

    To see the rest of the 30 Best of Brogan, visit our original post in this series: Celebrating 30 years of creative advertising.

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    Effective nonprofit social media marketing campaign example #4: Oxfam America

    Maila Kue's picture

    When coffee farmers in Ethiopia were being taken advantage of, Oxfam America launched a marketing campaign to fight for the farmer’s rights. And they chose to do so with an interesting social media platform – Flickr, an online photo sharing community.

    Ethiopian coffee farmers weren’t receiving their fair share of profit and lacked the authority to protect the brands of their most popular coffee commodities – Harar, Sidamo, and Yirgacheffe. The country wanted trademark for their crops, which would grant them the right to negotiate price, earn a larger share of the value, and protect their brands.

    Oxfam started a photo petition to support the farmers. The petition pressured coffee industry leaders, specifically Starbucks, to sign an agreement that would grant Ethiopia ownership over its coffee. Using a Flickr stream, student groups, organizations, and Ethiopian community members joined together to give voice to Ethiopia by uploading pictures of themselves holding up signs that state “I support Ethiopian coffee farmers.”

    More than 500 photos were uploaded onto the account, which brought global attention to the issue. The photos personalized the campaign by displaying the faces of petitioners. Starbucks responded to the pressure and attention and signed an agreement to give Ethiopian farmers a fair share of the coffee profits. The campaign was a success and received more than 96,000 supporters around world. But what was most successful about this social media campaign was how Flickr allowed supporters to feel like they had a big part in making change happen. 

    Do you know of any marketing campaigns that have used Flickr?

    To see more nonprofits making a difference, check out the rest of my series, 10 Nonprofit Marketing Campaigns That Effectively Use Social Media.

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    Celebrating 30 years of creative advertising: #29 MI Healthier Tomorrow.

    Kaitlynn Knopp's picture

    Did you know that 69% of adults over the age of 20 are overweight? Or that 35% are obese? The Michigan Department of Community Health knew, which is why they wanted to launch a campaign that got those statistics moving down… and people all across the state moving around.

    To help those struggling with their weight see the risks they were facing, we created a powerful brand engagement campaign. The TV spots below encouraged people to pledge to lose 10% of their body weight today so they could live a healthier life tomorrow.

    Outdoor, radio, print, mobile and social media got the word out, and the campaign continues to support those who take the pledge with ongoing text messages, emails and Facebook status updates that give tips for a healthier tomorrow. 

    As of today, more than 30,000 people have taken the MI Healthier Tomorrow pledge and received their helpful starter kit—equipped with a supermarket survival guide, food journal, refrigerator magnet and more.

    Have you joined the movement, yet?

     

    For more on how we gave Michigan the skinny on getting healthier, visit our portfolio.

    To see the rest of the 30 Best of Brogan, visit our original post in this series: Celebrating 30 years of creative advertising.

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    Effective nonprofit social media marketing campaign example #3: charity:water.

    Maila Kue's picture

    Since 2006, charity:water has been working hard to bring clean and safe drinking water to people in developing nations. With more than 800 million people in the world without access to clean water, this nonprofit is taking steps to make a difference. But what makes them stand out from the other 1.1 million nonprofit organizations in the United States?

    charity:water was one of the first brands on Instagram. They’ve taken advantage of the social media app to showcase their efforts to deliver clean water to developing nations. But it’s more than just displaying amazing photography. It’s an invitation to hear the stories of individuals who have been impacted. Instagram personalizes these stories by displaying a photo of a person alongside a caption that shares how clean water has changed their lives. 800 million is no longer an ambiguous statistic. charity:water puts a name and a face to millions of individuals who are fighting daily to have clean water.

    With over 200,000 followers, charity:water invites supporters to improve the lives of others through clean water. By taking the time to share stories through social media, they build credibility with their fans and show that they care. This approach to personalization through real life stories has inspired people to support their mission. It’s even inspired them to dedicate a page on their website to tell stories, which has tremendously increased donation. Follow charity:water on Instagram today to see how lives are being changed.

    What story will you tell using Instagram? To see more nonprofits making a difference, check out the rest of my series, 10 Nonprofit Marketing Campaigns That Effectively Use Social Media.

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