Combining CSR and Marketing to empower Fans through Social Campaigns

Achievements so far

Launched in Singapore in December 2012June 2012 in Austrailia

Set up online B2C auction based fundraising platform

Partnered with global charity organisationsacross Singapore, India

Reached out to 2000+ people across Facebook, communities

iGiving offers tools for corporates to empower their Facebook fans

Agencies can enable corporates to improve Facebook edge ranking through social-good

campaigns

Fans can be empowered to choose and share which charity they would like corporate to

donate to

Fans can be empowered to choose and share which charity they would like corporate to

donate to

Agencies can ensure corporates better use CSR and Marketing budgets in social media

marketing

Corporates increase ROI on Facebook marketing by being able to reach with their commercials to

fans’ walls

Corporates increase ROI on Facebook marketing by being able to reach with their commercials to

fans’ walls

Coca Cola invested heavily in Facebook community building, is it paid back?

To Reach 57m Fans - 6% of Facebook audience

To Reach 57m Fans - 6% of Facebook audience

Doesn't look like Cokehas return on investmentDoesn't look like Coke

has return on investment

Typical Post Exposure

87 Likes 0,00015% (applause rate)

1 Share 0,0000017% (amplification rate)

3 Comment

0,000005% (conversion rate)

WWF enjoys power of social network without investing

Community of 1M Fans built organically

Community of 1M Fans built organically

WWF is 1000 times more efficient in Facebook than Coca Cola

WWF is 1000 times more efficient in Facebook than Coca Cola

Typical Post Exposure

1078 Likes 0,1% (1000x higher)

143 Shares 0,015% (10000x more)

91 Comment

0,0091% (2000x more)

Edge-ranking is the key metric for long-term success on Facebook

Edge Rank – defines how corporate can reach out to fans’ walls = Facebook uses it to decide on priority of posting messages on the wall.

Function (Conversion, Applause, Amplification rate)

WWF wants to raise funds to fight Panda extinction WWF wants to raise social awareness for the cause

Corporate wants to support WWF BUT direct donation hardly helps increase awareness

either for corporate or for charity

Corporate invests heavily in development of Facebook fan base to have millions of Likes

Fans do not interact (Comment or Share) corporate content easily

Investments in Facebook rarely paid back

People like to share socially driven content that charities propagate on Facebook

Corporate can leverage fans’ motivation to increase their Facebook Edge Rank

Disclaimer: All logos are used only as examples

Empower corporate fans to make decision how corporate should donate

iGiving increase EdgeRank through socially driven content

People share their experience and support

charities

Social Causes create more attention. Get

corporate donations in a smart way. Corporate

FB Page

Marketing budget to increase Edge Rank – Donate 1$ on behalf of a corporate fan

CLICK HERE for DEMO

CLICK HERE for DEMO

“You Share - We Donate” is one-click FB app for social good campaigns

iGiving will change CSR through three key Facebook product line-ups

YOU SHARE. WE DONATE

YOU PERFORM. WE DONATEYOU PERFORM. WE DONATE

YOU CHAMPION. WE DONATE

User shares thoughts on why donating to charity is important. User win corporate products Corporate donates to specific charity - user endorsed Eg: User SHARES thoughts how Dell can help WWF

Users do an act which attracts media attention to support corporate and cause - shares on Facebook

Corporate donates to User’s favorite charity and user wins exciting prizes

Eg : Flash mobs , Wall paintings, Street plays about corporate

User “volunteers” time in certain charities he/she likes. Corporate donates for time given by user and impact made. User wins corporate products and shares on FB how

corporate made it happen

iGiving is the only corporate socially driven campaigns platform

iGiving provides a range of services and back end support

Designing customized Facebook appContent creation –social good campaigns and

related posts on FB and twitter. Long term social good programs

Designing customized Facebook appContent creation –social good campaigns and

related posts on FB and twitter. Long term social good programs

Collating worldwide charity databases. Matching charity to corporates:

regional , campaign related, cause related.Delivery of donations to charities.

Collating worldwide charity databases. Matching charity to corporates:

regional , campaign related, cause related.Delivery of donations to charities.

Edge Rank tracker.Update of fans from charity on how funds are

being utilized, further engagement on corporate Facebook page.

Edge Rank tracker.Update of fans from charity on how funds are

being utilized, further engagement on corporate Facebook page.

THANK YOU

CONTACT

Shruthi Komandur | shruthi@igiving.sg | +6598770134

Slava Solonitsyn | vs@ruvento.com | +6582994828

Appendix

Learning from chase community about empowering fans approach

Worked through Facebook to empower fans

Worked through Facebook to empower fans

SMART CSR + Marketing

5 Million USD Donated total amount

200 Charities matched

2.5 Million cast votes

No of FANS 3.6 Million ( 70% amplification rate ! )

1 month Period of campaign

CHASE BANK CHASE COMMUNITY GIVING

Fans SHARE every post but chase bank and community giving are separate

Fans SHARE every post but chase bank and community giving are separate

iGiving @ Facebook Typical Post Exposure

135 Likes 50% applause rate

23 Shares 9% amplification rate

5 Comment 2% conversion rate