Presented to #HumberPR as an example of comm planning in the digital, healthcare space.

1. Building a Community of Supporters: Social Media Strategy Bianca Freedman, The Credit Valley Hospital Foundation

2. The Opportunities To be a leader To use benefits of new technology to engage supporters To better understand our audiences To customize media outreach with little cost

3. The Goal To cultivate fundraisers, not just donors We’ll call them supporters. Short term: build and engage audiences Long term: generate revenue

4. Objectives: To Increase... + Be industry leaders.

5. What can we measure? Brand recognition: # of mentions, RTs Mentions: # of blog mentions Audience : all platforms Outreach: total # of posts: all platforms Community Education & Awareness

6. What can we measure? Feedback: # comments, likes, RTs : rate which posts/articles get best responses Pulse-check: poll audiences in real-time on key messages, campaign tactics Sentiment: gauge tone of comments Understanding of our audiences

7. What can we measure? Participation: Content Creation: # of guest blogs by CVH staff Joiners: # of CVH, CVHF staff on Facebook, Twitter Education: gauge internal buy-in at staff meetings (qualitative) Internal Brand Connection

8. What can we measure? Lead generation: traffic to website New donor acquisition: # fans/followers who are not donors Online donations: $ amount given online: emerging patterns Online Donations

9. Guiding Principles This is the beginning Story telling gives context before ask Engaging content enters hearts & minds Relationships build trust

10. Key Strategies Person behind the brand High level of content variation Blog is content hub Share campaign messages 1st Call to action at 1 year Health info: hook

11. Target Audiences Current CVHF supporters who are online Families living in catchment area that are also online CVH staff online Teens, young professionals who are typically not supporters

12. Audience Comparison Typical donor is 35+, slightly skewed female, University educated, combined income $80 K Typical Facebook user is 34, skewed female & highest per-capita usage is in Canada

13. Key Messages Lifetime of Care Campaign messages +Share your experience with us +Share our stories with friends +Daily stewardship: thank you! +Your opinion is important to us

14. Tactics: Highlight Join our Community!

15. Tactics: Highlight : Twitter & FB Online + Offline: “tweet-up” tour of new wing Inside the Foundation: blog series Video : New Lives at Credit Valley Fan photos Hockey ticket giveaway

16. RT’d X 10 Potential twitter reach: 4500+ Facebook shared X 5 Potential FB reach: 2500+ Total 7,000+ 24 hours Storytelling...

17. Storytelling...

18. Storytelling... Blog traffic: doubled avg./day in 2 hours 50% Direct traffic 50% Referral sites 245 Page views, 24 hours

19. Storytelling...

20. Benchmarks – How are we doing?

21. What about dollars? First ask: September 2010 Story: Dr. Zajdman & Daniel Tram: online audiences know about it Multi-platform: Daniel featured in direct mail piece & radio ads Ask fans/followers to purchase piece of lifesaving equipment: goal $2,000