Use the Chat to ask questions

Introduce yourself!

Stephanie Arendt

Alan RobinsonMarketing DirectorCafeGive Social

Rhonda FoxworthVP & Marketing ManagerBank of Ann Arbor

• Why social media should be a part of your campaigns

• Social media: one piece of your campaign strategy

• JumpstARTS: Lessons from Bank of Ann Arbor’s Success

• Tips from Bank of Ann Arbor

• 6 Best practices for social media giving campaigns

Social media is the best way to

• Connect to consumers at all life stages

• Broaden marketing reach

• Run effective cause campaigns

Consider cause support in deciding where to shop

Learn about causes via social

Would be more loyal to companies

about consumers

CONE Communications Global CSR Study 2013

??

How do you run a successful giving campaign on social media?

RHONDA FOXWORTHVICE PRESIDENT AND MARKETING MANAGER

• Funding for arts programs in area schools reduced or cut

• Bank of Ann Arbor has money to give

• Harness the power of social media to excite and bring community together

3 elementary schools

3 middle schools

3 high schools

x $3,000 each

= $36,000

Proof of Concept

• Tested concept with school principals and art teachers

• Would it be worth their time?

• Was easy enough?

• How could they use the money?

• Any obstacles to receiving/using funds?

• Did they like it enough to participate?

Pre-Launch

Spread the word BEFORE contest started

Sent letters to all schools

Educated our employees

Build excitement among our social media followers, all channels

Created tools to help spread the word

Signage for our branches

• Cover and profile pictures

• Outlook signatures

• Bank of Ann Arbor web site home page

• Used radio event sponsorship to promote

• Branch signs

• Like Gate on Bank of Ann Arbor Facebook page

• Schools organized into 3 categories

• Vote through CafeGive Social app for 2 weeks

• Daily posts kept excitement going

• Rapid response to questions

• Engaged with fans

47,300 votes

10% growth in fan base

150 schools involved

170,000 fans reached

• Check presentations

• Giant checks

• Made at assemblies or concerts to reach families

• Posted photos on Facebook one at a time, used as cover photos

• Media releases

• Easy for fans to join in

• Worth promoting

• Outside party helping with rules

• Provided tools to help spread the word

• Monitor and respond quickly

• Offline and online align

• Simple app set up

• Able to organize all schools clearly

• Make changes on the fly

• Flexible people behind app

• Make the “win” feel greater than the effort fans have to put in to participate.

share

• Don’t make fans jump through too many hoops to join in the fun.

• Don’t make the contest drag on too long.

• People tire quickly of being asked to vote daily.

• Monitor and respond to comments & questions online and offline quickly

• Have a team ready for extended hours

• Campaigns align with overall social media strategy and bank’s brand-Bank of Ann Arbor helps

• Learn and grow from each campaign.

• Keep it fresh.

• Campaign is not only way bank gives, but is a visible, exciting part of organization’s community support

• Worth competing for

• Easy to participate

• Easy to spread the word

• Have fun!

$?

content

#1 Be cohesive

• Coordinate launch

• Consistent message

• Measure everything

• Design for channel

• Mobile? Visual?

#2 Use the whole media mix

Social media is not a standalone strategy

Don’t overlook email

Go where your supporters are:

• Get to know channels they use

• Tailor messages to channels

#3 Put fans in charge

#3 Put fans in charge

Consumers have more positive view of brands when personally engaged through social

“Customer Experience: Is it the Chicken or the Egg,” Forbes: 2013

#4 Partner with Cause Champions

#5 Brand, brand, brand

#6 Follow Up

Social Media 101

Date: 4/11/2014

Time: 2pm EDT

6 Things Cause Marketers Can Learn From Political Campaigning

Contact Alan at alan@cafegive.com

@cafegive

CafeGiveSocial

@bankofannarbor

BankofAnnArbor

Contact Rhonda at rfoxworth@boaa.com