Using Social Media Campaigns for Cause Marketing Presenters: - PowerPoint PPT Presentation

Using Social Media Campaigns for Cause Marketing Presenters: Angela Connelly, Chief Marketing Officer Mark Solis, Online Marketing Manager Sara Kiszka, Marketing Coordinator

PKD 101 • PKD is one of the most common life- threatening genetic diseases, affecting thousands in the U.S. and millions worldwide. • PKD causes fluid-filled cysts to grow on kidneys, eventually leading to kidney failure. • Currently, there is no treatment or cure. Dialysis and transplantation are the only treatment options.

The PKD Foundation is dedicated to finding treatments and a cure for PKD Our Mission: Promote programs of research, advocacy, education, support and awareness in order to discover treatments and a cure for polycystic kidney disease and improve the lives of all it affects. Our Vision: One day, no one will suffer the full effects of polycystic kidney disease.

Foundation & Social Media • Increase PKD awareness • Post relevant, valuable and shareable content • Provide and engage in online discussions • Inform and update on the Foundation ’ s programs and progress • Increase traffic to pkdcure.org

Facebook & Twitter • Nov. 2012 – Facebook: 10,653 fans – Twitter: 2,145 followers • Nov. 2013 – Facebook: 14,692 fans (+37%) – Twitter: 3,164 followers (+47%) • How ’ d we get there? – #GivingTuesday – 31 Days of PKD Challenges – #PKDAwarenessDay

Campaign To-Do List • Specific call to action • Shareable content/graphics • Website • Promotion • Goals/measurements

#GivingTuesday 2012 • A social media movement to create a national day of giving at the start of the holiday season. • First time we asked for donations via social media • Promoted our Text-to-Donate program • Created landing webpage: pkdcure.org/giving-tuesday

#GivingTuesday - Results • Raised nearly $2,000 – $480 text donations – $1,425 online donations • 22 of our pre-written Tweets sent • 160,000+ Twitter impressions • Facebook post – 212 likes – 151 shares – 3,528 reach

31 Days of PKD Challenges • One challenge every day during March ’ s National Kidney Month • Created landing webpage: pkdcure.org/31PKDchallenges • Promoted in emails, direct mail piece and on social media • Partnered with BLiNQ Media -- pro-bono Facebook ads

31 Days of PKD Challenges - Results • 32,220 visits to pkdcure.org – This was our 2 nd highest traffic month of the year • Received 238 online donations – 90% increase from Feb • 9% increase in FB fans • Total FB reach: 1,209,230 – 1,323% increase from Feb. • Total FB engagement: 50,992 – 513% increase from Feb.

31 Days of PKD Challenges - Results • 6% increase in Twitter followers • Total Twitter impressions: 1,649,168 – 789% increase from Feb. • 739 retweets and mentions – 303% increase from Feb. – Retweeted by Jay Williams and Linda Cohn

#PKDAwarenessDay • Sept. 4 declared National Polycystic Kidney Disease Awareness Day • We turned the day into a social media campaign by calling it #PKDAwarenessDay • Created landing webpage: pkdcure.org/pkdawarenessday • Promoted in emails and on social media

#PKDAwarenessDay - Results • 2,335 visits to pkdcure.org – 8% of visits for entire month • 702 graphic downloads from landing page • Gained nearly 300 FB fans • Total FB reach: 194,613 – 51% increase from Aug. ’ s total reach • Total Twitter impression: 343,713 – Retweeted by Linda Cohn, Lopez Foundation and Mayor Sly James

“ My Family, since this is an inherited disease I feel we need to do everything possible to stop this disease! For all future generations! ” “ For myself, my mom and the Thomason family. And for all the other families who deal with this disease. #ENDPKD ” “ My wonderful grandson is affected by this dreadful affliction. I hope everyday there will be a cure. ” “ My mom, two aunts, my sister, a cousin, and me. And the possibility that any of our children could have it. ”

What We ’ ve Accomplished • Grew Facebook and Twitter by 39.5% • National media coverage – MediaPost – RYOT News – Milwaukee Magazine • Discovered needs of the PKD community – Voices of PKD – Discussion Forums • Developed campaign model

Next up: #GivingTuesday 2013 • One Day, Three Ways to Give campaign – Give your voice, time or dollars • Created landing page • Promoting in emails, social media • Goal is to $6,000 and reach more than 150,000 on FB and Twitter • Incorporate Pinterest and Instagram

What We Learned • Give yourself enough time to prepare – plan early! • Content and graphics are key • Identify measurements and set realistic goals • Get creative and HAVE FUN!

Questions? • angelac@pkdcure.org • sarak@pkdcure.org • marks@pkdcure.org Follow us: Facebook.com/pkdfoundation @pkdfoundation pkdcure.org