Blog

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.

Comments

The Weekly Recap - December 1, 2014

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.

The Evolution of SEO
This simple infographic will show you what SEO used to be and what SEO is now.

A Guide To Optimizing Your Social Media Marketing Campaign
We often hear about website and search engine optimization, but social media optimization hasn’t quite made it into the mainstream vernacular.

What does it take to tell a powerful visual story?
We interviewed Mashable's Jeff Petriello, head of visual storytelling on the marketing team, to get the conversation started on the latest visual trends.

Visual Influence: A Top Media Trend For 2015
If you touch media, marketing or PR in 2015, hang on for a wild ride.

Twitter: What to expect in 2015
Around this time last year, the big question about Twitter was how much would the social network and the company's culture change after going public.

Comments

Effective nonprofit social media marketing campaign example #2: END7.

Maila Kue's picture

END7 is a nonprofit organization that’s working hard to see the end of seven diseases by the year 2020. This movement hopes to stop the suffering of over half a billion children in the developing world. But here’s the problem. When people are presented with charity ads that display gruesome images, such as medical diseases, it’s easy for them to turn away before getting the information they need to help make a difference.  

So how did END7 get around this dilemma? They showed celebrities footage that displayed the morbid effects of these diseases and filmed their reactions. Using social media, a YouTube video was created to challenge viewers to watch the same video that the celebrities were watching. Instead of turning away, this campaign incited a curiosity that held people’s attention. And it worked.

The video went viral and received over 300,000 views in just the first week of its release. It was ranked #5 on YouTube’s “Most Popular on the Web” list. The video also generated £60,000 of donations in the first week, which went toward treating and protecting over 120,000 children from all seven diseases for an entire year.

Did this marketing campaign make you curious? To see more nonprofits making a difference, check out the rest of my series, 10 Nonprofit Marketing Campaigns That Effectively Use Social Media.

Comments

Effective nonprofit social media marketing campaign example #1: UNICEF.

Maila Kue's picture

Chances are if you’ve ever been on Pinterest, you know the feeling of losing track of time as you scroll through countless images on the website. Like it? Want it? Pin it. Pinterest is a visual platform that allows its users to create virtual wish lists for just about anything – dream closet, mouthwatering recipes, future home décor, etc. You name it. Pinterest will provide a variety of options to fulfill your wishes.

UNICEF, a nonprofit organization that raises awareness for child poverty, created a clever campaign using Pinterest as its launching platform. Their strategy? Juxtapose the materialistic aspirations that users may have against the simple needs of a child in poverty.

Ami Musa was created by UNICEF, which featured the profile of a 13-year-old girl from Sierra Leone. Her Pinterest board titled “Really want these,” did not look like the average wish list however. The pinned images foster startling emotions when Ami’s board presented photos of everyday essentials. Her dream closet? A pair of used sandals. Mouthwatering recipe? Grains of rice. Home décor? A rusty faucet. These are the things she dreams of having.

UNICEF put a twist on the luxurious desires on Pinterest to communicate a powerful message. When users clicked on Ami’s photos, they were directed to a donation page on UNICEF’s website that displayed a photo of “Ami” with the following message:

“Children like Ami need basics that many of us take for granted: food, education, healthcare, a clean supply of water. Your donation can help us provide these and other essentials. Thank you.”

What do you think about UNICEF’s use of Pinterest? To see more nonprofits making a difference, check out the beginning post in my series, 10 Nonprofit Marketing Campaigns That Effectively Use Social Media.

Comments

The Weekly Recap - November 17, 2014

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.

4 Creative Ways to Make your Website more Personalized
Your News Feed is customized to your interests and behavior, your online purchases are largely influence by what Amazon's algorithm think you'd like, and you can't open up an email without it saying, "Hi [First Name]."

Facebook: LinkedIn’s next B2B advertising rival?
Facebook is developing a new website called Facebook at work.

What does Snapcash from Snapchat mean for marketers?
Snapchat unveiled its first foray into eCommerce with Snapcash on Tuesday.

How to Optimize Your Images to Work Across Social Networks
Do your images look good on all social platforms?

Someone Mentioned You on Social Media. Should You Respond? [Flow Chart]
When you're first getting started out on a social network, it seems absurd not to respond to anyone who tweets at you, good or bad.

Comments

What does Snapcash from Snapchat mean for marketers?

Laurie Hix's picture

Snapchat has become one of the best ways for me to keep in touch with my daughter in college. Now, she is an avid Snapchatter, much to the dismay of her roommate, whom she secretly snaps all the time. And now, I can send her money through the app on my iPhone (#shewouldlovethat!).

Snapchat unveiled its first foray into eCommerce with Snapcash on Tuesday. I got a message from Snapchat and the video below was the message. It shows a teenaged brother and sister buying their mom a gift and then the sister pays the brother back using Snapcash. Of course, then the video breaks into a song and dance about the feature… literally.

Since tens of millions of people are on Snapchat, Snapcash has a great launching pad. It’s powered by Square Cash which is comforting since Snapchat has had security problems in the past. And you can tie your Snapchat account to your Visa or MasterCard debit card. Just by typing a $ in the chat function, Snapchat will know you want to send money.

Person to person payment is the first step, but evolving this to business and consumer will be the next. Imagine getting a snap reveal of a new product, perhaps the next hot toy, book, music release or mobile device and be able to buy it on the spot. That will be the future.

So keep an eye on Snapcash, it may be the next way you do your holiday shopping in 2015. Will you try Snapcash or will you continue to just put a check in the mail?

Comments

Celebrating 30 years of creative advertising: #24 North Carolina Department of Health and Human Services.

Laurie Hix's picture

Over the years, we have done a lot of great healthcare creative marketing for the North Carolina Department of Health and Human Services. Early in our relationship with the Justus Warren Heart Disease and Stroke Prevention Task Force, we set out to increase the public’s awareness and knowledge of blood pressure and cholesterol numbers, as well as the symptoms of stroke. After much research, we created a multimedia campaign that included the TV spot and radio spot entitled, “Lost in Translation,” which humorously conveyed the often confusing meaning of blood pressure numbers to our audience. The creative won many prestigious healthcare and marketing awards. But more importantly, the campaign educated our audience to learn more about their blood pressure numbers and how to control it.

We have also worked with other initiatives of the NCDHHS to increase the public awareness of the risks of secondhand smoke, the lesser-known symptoms of heart attacks and strokes, and most recently, flu prevention. Creating ideas that break through to truly educate our audiences to learn more have made a difference in the state of health in North Carolina. And it is work we are always proud of, because it is making a difference.

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

Comments

The Weekly Recap - November 10, 2014

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.

Top Ten Takeaways from the Mayo/Ragan Healthcare Social Media Summit.
Brand journalism was the conference buzzword.

How Buzzfeed makes Money: An inside look at their Sales Process.
Behind the playful content that thrives on shares is a serious business that thrives on what all businesses need -- revenue.

Ten Powerful Blogging Hacks for the Efficient Marketer.
Looking for ideas to keep you blogging, this article gives you 10 tips.

10 Effective Nonprofit Social Media Marketing Campaigns.
Social media is playing a vital role in marketing for nonprofit organizations.

Why Organic Reach on Facebook is not dead yet.
The myriad changes to Facebook’s news feed over the past two years have fundamentally changed what users are likely to see when they log on to the service.

Why Traditional Media Isn’t Dying, and 4 other Myths of the Digital Era Dispelled.
"We are no longer creative people. We are inventors!"
 

Comments

Celebrating 30 years of creative advertising: #23 Carmel Belle.

Laurie Hix's picture

What is an agency’s dream come true? A client that gives you full creative license and lets you do whatever you want. In this case, the tasty assignment was for Carmel Belle, a California restaurant that happens to be owned by Chloe Brogan Dolata and her husband Jay. Chloe not only grew up in the ad biz with her mom, Marcie, our founder, but she and Jay both were account executives at the agency. They created their restaurant understanding how important it is to be different in the marketplace. And their restaurant’s difference is local, organic, fresh real food made from scratch.

We created materials like placemats, posters and tee shirts that gave customers food for thought. Our messaging simply asked the question “Do you really know what’s in your food?”  And then delivered the promise that Carmel Belle only used the finest, purest ingredients. The end result: food zealots ate it up and so did our advertising peers at award shows. Great client. Great creative. Great results. It’s what drives our hunger for success every day.

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

 

Comments

Top Ten Takeaways from the Mayo/Ragan Healthcare Social Media Summit.

Julia Mastropaolo's picture

1. Brand journalism was the conference buzzword. And the Mayo Clinic does it well with their Mayo Clinic News Network and “Brand Journalism Newsroom,” described as a “go to source for TV, radio, newspaper and blog journalists to download health, science and research information.” The groundbreaking advancements coming out of this amazing organization fuel the jobs of eight social media staffers within a Public Affairs Department of no less than 150.

2. Active social media docs are good for your hospital/health system, not bad. The health systems with the most docs actively using social media have 247% more followers. If you follow your docs, they are 32% more likely to follow you. Hospital systems that mention their docs have 447% more followers (MDigital Life). Hence, hospitals should support their docs who are tweeting, blogging and posting on Facebook as these docs will reciprocate by supporting and collaborating with their hospital’s social media program. Arm them with helpful items like social media guidelines, HIPAA education and even brand graphic assets like the hospital logo to include in their efforts.

3. Take appropriate steps to engage your active social media docs.

  • Set guidelines. Be transparent on what’s okay from a branding standpoint. Consult AHA or AMA for guidelines.
  • Search for your doctors online to understand their social media activity.
  • Subscribe to their content:  Follow on Twitter, subscribe to blogs/YouTube channel, audit their content.
  • Monitor and coach: Share your hospital’s content calendar and invite their contribution.
  • Ask them to share your content. Don’t be shy!
  • Remember that interconnectedness and mutually reinforcing messages create better results.

4. It’s all about the story. Whether it’s told through a blog, Facebook post or tweet, the fundamental rule of storytelling hasn’t changed. It’s what creates the emotional connection. The social media tools simply allow amplification of the story through content repurposing across all social platforms.

5. Confront HIPAA anxiety by befriending your legal department. When your BFF at work is the hospital lawyer, you can run all real or imagined HIPAA concerns past her so you can resume normal REM sleep. Disavow the notion that lawyers slow everything down. By proactively addressing things like negative reviews, maintaining privacy of PHI, maybe even investigating new hires via social media, they’ll actually speed up your job effectiveness. And help you avoid missing opportunities due to your past HIPAA phobia.

6. Social media guidelines are an absolute must for all hospitals venturing into social media. It’s also critical to hold educational sessions for content contributors to help control the message. The Mayo Clinic Social Media Champion Program is an example of successful encouragement of positive employee sharing. With 60,000 employees, that’s a lot of potential sharing.

7. Social media gives community and comfort to very sick patients. By allowing them to connect with like people in a nonstigmatized, safe manner, social media introduces community and advocacy and can actually save lives. Hospitals should consider offering options like online chats and Google hangouts for clinical specific disease states.

8. Content creation should be based upon your strategic objectives and include repurposed information.  Johns Hopkins Medicine uses a Social Media Playbook, including guidelines such as best practices, brand voice and metric insights. They’ve also instituted a Social Media Request Form which all content contributors must complete, outlining the goal, target audience and how the topic relates to a strategic priority.

9. Fun stats:

  •  The average hospital system has 18,590 Twitter followers. The Mayo Clinic has 1.8 million.
  •  The average health system has 58 affiliated tweeting docs.  The Mayo Clinic has 346.
  •  61% of doctors consult social media weekly for medical information.
  •  47% of health systems do not have official strategies for social content creation and management.

10. The Mayo Clinic has no beds. None. Nada. For me, this was the most astounding, if not befuddling, take-away of all. Rather, it is one huge lobby and 20 sprawling floors of outpatient clinics for I suppose anything imaginable that might ail you. The inpatient beds are in their two associated hospitals (one on campus and one 1.5 miles away), but not right there at the infamous Mayo Clinic. I learned that on my tour, which now makes absolute sense with the “clinic” name, but it was news to me.

The mission of the Mayo Clinic Center for Social Media is to lead the social media revolution in healthcare, contributing to the health and well-being for people everywhere. I felt it. How about you? Which of these takeaways can you most relate with?
 

Comments

Turning Pinners into Patients: A Guide for Healthcare Marketers

Kaitlynn Knopp's picture

More than likely, your healthcare system has a presence on Facebook, Twitter, LinkedIn and YouTube. But, what about Pinterest?

As we’ve all come to know during the rise of social media, users respond when we tell them stories, and they respond even more when we do it with visuals—which is what Pinterest is all about. Visual storytelling has long since been the most powerful way to get a message across. Why, you ask? Because almost half of a person’s brain is involved in visual processing, so the brain can interpret a visual in less than 1/10 of a second. Understanding a visual is easy, but more importantly, it’s effective. And so is Pinterest.

To date, Pinterest has more than 70 million users. They’re older, richer, and they’re predominately female. In fact, 80% of Pinterest users are women, and coincidently, 80% of all healthcare decisions are made by women, as well. (Talk about your target audience!)

So, if that’s convinced you to join Pinterest, the question then becomes: how do I turn pinners into patients? How do I drive these users to my other social channels, my website or even into my healthcare system? And the answer is simple.

1. Build trust.

Did you know that 61% of social media users trust what’s being posted on social media? After enough interactions with certain brands, they grow to accept any information they present to be true, and they rely on them to keep presenting it. By regularly posting relevant, useful and timely information, you build that trust. And you’ll be happy you did.

2. Promote health and happiness, and provide tips to achieve them.

Here’s an opportunity to get really visual. Start a board for health and wellness tips. Start a board for recipes. Start a board for positive, uplifting quotes. Create relatable and shareable content and watch as your engagement rises. Pin your patients’ success stories. If a pinner is looking around for a new healthcare system, nothing affects their decision like a story from someone who’s been in their shoes. Visual testimonials that say, “This doctor fixed did my knee replacement, that specialist cured my illness and this nurse never failed to make me feel at ease,” will do wonders for your reputation. And if you’re a great healthcare system, why not pat yourselves on the back a bit? You deserve it.

3. Promote your key service lines.

Imagine this. A pinner who happens to have asthma and happens to be dissatisfied with his/her current pulmonologist stumbles upon one of your pins—showing a new pulmonary function lab in the area. It just so happens to be at your healthcare system. He/she clicks through the pin and lands directly on your website, and a few weeks later, they’re coming in for an appointment.

4. Show off your doctors.

If a user is about to have surgery, they want to know who’s going to be doing it. They want a first name, last name and a list of their hobbies. They want to know their doctor is human—relatable. They want to know they’ll take care of them. What better way to show them off than a Pinterest board? Include their headshot and caption it with their name, title and a few interesting things. And of course, drive the user back to your website, where they can learn even more about the physician.

For even more Pinterest tips and tricks, download our free whitepaper: How to Sell Pinterest to Your Hospital C-Suite.

Comments

10 Effective Nonprofit Social Media Marketing Campaigns.

Maila Kue's picture

Social media is playing a vital role in marketing for nonprofit organizations. Like any other business, nonprofits are taking advantage of the different benefits that social media provides such as raising awareness, fostering engagement, and expanding their network. Plus, it’s free for anyone to sign up and use, which allows nonprofit organizations to create more change with less money. 

In this blog series, I will talk about 10 nonprofit marketing campaigns that effectively used social media to inspire good. Take a look at how these organizations have changed the world using everything from Facebook to Twitter to Instagram and more.   

  1. UNICEF
  2. END7
  3. charity:water
  4. Oxfam America
  5. Sesame Street
  6. Operation Smile
  7. Epic Change
  8. TwitChange
  9. Department of Health
  10. Water is Life

If you have any social media marketing campaigns to add to this list, leave me a comment, and I will check it out.

Comments

Pages

Why Brogan?

Results. Strategic insights that deliver more "aha" moments. Creative that makes an emotional connection. Account service that creates happy clients. And metrics that move your business forward. We guarantee you'll be delighted.

Read more

Tweets, Blog Posts and Tidbits...

Connect With Us