chrysula winegar - @chrysula emily treat - @g4c jim ... · shares 2 posts per channel (10 pts. /...
TRANSCRIPT
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Chrysula Winegar - @chrysula
Emily Treat - @G4C
Jim Larisson - @dynamic_signal
Karen Horn - @YouGiveGoods
@GivingTues
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CHRYSULA WINEGAR
Community Manager #GivingTuesday
@chrysula @givingtues
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270% Online donation
volume on
Tuesday after
Thanksgiving
since 2011
40% Year-over-year
increase in the
dollar value of
the average
donation
40+ Countries had active #GIVINGTUESDAY
efforts in 2013
10,000+ Charities, nonprofits, corporations,
community groups and government
agencies participating in
#GIVINGTUESDAY
3BILLION+ Total global impressions in traditional and
social media
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Emily Treat VP Production Services
Games for Change
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Engage your Audience: Unlock Donations
https://www.facebook.com/HalftheGame?fref=ts
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Engage your Audience: Make it Creative
https://www.facebook.com/HalftheGame?fref=ts
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Engage your Audience: Call to Action
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Engage your Audience: Make it Personal
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Engage your Audience: Reward Participation
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Emily Treat VP Production Services
Games for Change
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Tapping Advocates for True Engagement Gamification: Integrating Fun into Your #GivingTuesday Campaign
October 14th, 2014 - 2:25PM - 2:35PM
: : Connected Learning
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Tapping Advocates for True Engagement Gamification: Integrating Fun into Your #GivingTuesday Campaign
Operational Drivers of Large Scale Influencer & Advocate Management
Social & Earned Media
Strategy
Highly Fragmented Audiences
Complicated Marketing Messages
Difficulty in Building True Consumer Engagement
Fans
Advocates
Influencers
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Tapping Advocates for True Engagement Understanding Advocates in the Market Today…
What Does An Advocate Look Like?
Advocates
Influencers
Fans and Followers
Semi-pro content creators
Social Publishers
Super fans
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Understanding Advocates in the Market Today…
How to Get to Sustained Advocacy…
Tapping Advocates for True Engagement
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Tapping Advocates for True Engagement
The Primary Drivers for Advocates…
Overview of the Operational Components to Advocate Marketing
% Advocate Strong Motivation Drivers
Recognition Access Rewards
73% 63% 56%
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Overview of the Operational Components to Advocate Marketing
Brands & Non-Profits are empowering and tapping into the many different types of market voices to build and
operate engagement communities. Each of these segments can offer tangible and measurable ROI
Market
Voices
Reach
Influence
Rewards
Mass
Significant
Viral
Large
High Trust
Category
Engaged
Brand
Peers
Unlimited
Influencer Amplifier Connector Fanatic Relationships
Tapping Advocates for True Engagement
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Points can translate directly into rewards for users based on their sharing and participation in the program.
Tapping Advocates for True Engagement Overview of the Operational Components to Advocate Marketing
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Examples of Rewards & Incentive Programs
Tapping Advocates for True Engagement
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Building Gamification into Engagement
Gamification: Integrating Fun into Your #GivingTuesday Campaign
Tapping Advocates for True Engagement
Member A Joins Community and connects 2
Channels:
+5 Pts. for joining
Shares 2 posts per channel (10 pts. / share x # of channels
shared on)
+40 Pts.
Member A completes Share Activity #1 (shares
1 article on Twitter and Facebook (10 pts. each) + 10 bonus pts. for completing activity)
+30 Pts.
Total points earned in Week #1 by Member A: 75
Member initiated
Brand initiated
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Gamification: Integrating Fun into Your #GivingTuesday Campaign
Rewards & Incentives
Gifts & Prizes Events & Concerts Merchandise Industry Events
Digital Rewards Charitable Donations Travel Tickets Special Experiences
Tapping Advocates for True Engagement
Extrinsic Rewards Intrinsic Rewards Explicit Rewards
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All Content Company Confidential ©2014 Dynamic Signal 43
Thank You!
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Chrysula Winegar - @chrysula
Emily Treat - @G4C
Jim Larisson - @dynamic_signal
Karen Horn - @YouGiveGoods
@GivingTues