SUMMARY

Presented with a problem of finding funds for non-profit organization, our task is to increase amount of individual donors for helpline Linka bezpečí. We decided to create easy-to-understand road for potential individual donors through social media: Engage - Donate - Get a reward - Share. We based our choice of social platforms on the functionality and number of users in CR, and we decided in the end for Facebook, YouTube and Twitter. As well we analyzed most engaging types of messages. With an behavioral insight, what motivates people to donate money, we pinpointed our focus to getting to know the problem, getting personal benefit and sharing. Through unfinished stories published on Facebook and Twitter, we hope that the audience will help us to wrap them up with happy ending! We would like to support the whole campaign with Sklik PPC program by Seznam.cz to reach maximum exposure.

SUMMARY PICTURE INTEGRATED SOCIAL MEDIA CAMPAIGN SUMMARY

YL2014_cyber_25 1

#DARUJTAKY help to finish the story with happy end!

We came up with the idea to create a simple road from social media towards current website/platform, with problem description., where people can donate. How will we drive them there? We will use Facebook and Twitter to set up Klub linky v bezpečí accounts and post comic- or photostories, showing (with twist at the end), how difficult it can be, to reach help. CTA „Will they reach us? It is up to you“! People get engaged and they will donate. As a benefit, each donor gets customized video-„THANK YOU“ note on YouTube from Club’s patrons (Vojtěch Kotek or Jitka Schneiderová) based on the story from which he/she came. Users can share then the videos further.

We emphasize here the shock, as reality is often cruel, and the chance to HELP and CHANGE it! To work towards the goal as a community!

WHAT IS OUR SOLUTION

The process is following: you will get to know the problem on Facebook and Twitter. These networks work to reach broad audience. You will then go to the platform to donate (with other standard ways of donation described as well). You will get all the information about the project, and choose how, and how much to donate. You can as well see the progress bar and share the project. You will be tracked from which comic/photo story did you came. And finally share your own customized video „thank you note“ to help spread the message. After donating, the you fill personal details, thus entering the database of contacts. You’ll get email with generated video and information for sharing. If you use only DMS, you will receive generic „thank you video“! The idea here is to say „Thank you … thanks to you the story has HAPPY END“

HOW WILL IT WORK?

We need to increase amount of people, who can reach help (by raising at least 5 mil. CZK), because Only quarter of them can reach us! So we thought about, what makes you give your money away to help, even for good cause. We came up with 3 ideas. 1) Peer pressure – everybody donates, so will I. 2) Empathy – I can understand the issue, I had same problem or, I can relate to the people. 3) Benefit - I’ll receive some value as and exchange for my money.

We feel that social media give us the tool to use these insights. Users can share the problem = peer pressure, We explain it and engage people = empathy, and offer some value = benefit. All this should be wrapped into the package of a strong story or goal, which people can relate to and work towards.

CREATIVE INSIGHT

YL2014_cyber_25 2

THE USE OF 3 SOCIAL MEDIA PLATFORMS

Facebook Twitter

YouTube

YL2014_cyber_25 3

Facebook

How does it work

• Klub linky v bezpečí fanpage

• posting comic/photo stories

• targeting 25+ audience (preferably young families)

• leads to Donation platform, YouTube or Twitter

• We have the insight, that photos are more shared than videos. http://blog.bufferapp.com/7-facebook-stats-you-should-know-for-a-more-engaging-page

YL2014_cyber_25

YouTube

How does it work

• Klub linky v bezpečí account

• stores generated videos

• The videos wrap up comic/photo story with happy ending

• leads to Donation platform, Facebook or Twitter

YL2014_cyber_25 6

Twitter

How does it work

• Klub linky v bezpečí account

• posting comic/photo stories

• launching #darujtaky (donate too) hashtag

• reaching to 100+ influencers (according to klaboseni.cz)

• leads to Donation platform, YouTube or Facebook

YL2014_cyber_25 5

YL2014_cyber_25 7