smurf presentation

April 27, 2011

@BeTheMatch

The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®.

Agenda• Intros• Be The Match background• Our social strategy

– Integrating communications– Relationship building– Listening– Messaging– Measuring– Using cool tools

The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®.

Be The Match backgroundBe The Match is… a movement

… to save the lives of patients with leukemia and other blood diseases

• Joining the Be The Match Registry• Donating umbilical cord blood• Contributing financially• Volunteering time

The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®.

Integrated Plans

• Overall social strategy focuses on reach & impact• Tactics and messages part of integrated programs & campaigns

The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®.

Cross channel promo

Case Study: Pepsi Refresh project• Reuse content on many

channels as you can

The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®.

Relationship building

What is an influencer?Someone who:

Promotes your brandPassionate about your mission

It's about building long-term relationships

The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®.

Relationship building

SMART Volunteers

Inspired by you…

The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®.

Relationship building

• Closed Facebook group

The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®.

Engagement• Not how many followers, but how much they engage • Fans and followers are important, but what engages them?

The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®.

Engagement

• Short conversational messages

• Include a call to action

The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®.

Measurement• Weekly social media dashboard• Quarterly web and social trends• Campaigns• Diagnostics

The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®.

Cool Tools• SproutBuilder• SproutBuilder

– Interactive ads– Widgets, Badges, Facebook pages, etc

Cool Tools• SproutBuilder

The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®.

The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®.

Cool Tools• Sprinklr

– Post from within the tool– Manage multiple brands

The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®.

Cool Tools• Sprinklr

– Post from within the tool– Manage multiple brands

The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®.

People we follow• Mashable• Social Media Today• David Armano• Julien Smith• Chris Brogan• Gary Vaynerchuk• eBob

The NATIONAL MARROW DONOR PROGRAM® operates the Be The Match Registry®.

Questions?