Presentation about multichannel digital strategies to realize an impact on social issues. Showcasing work of Save the Children / USA on Syrian child refugees. And the work of Tom's Shoes in their #withoutshoes day to raise awareness of children's health issues.

1. MULTI-CHANNEL DIGITAL
STRATEGIES
NETSQUARED DC
Chris Wolz
April 29, 2014

2. Save the Children
Syria Campaign

3. We need to stand out from the
clutter, provoke conversation
and inspire action.
Ettoré Rossetti, Director of Digital Marketing & Social Media
Save the Children USA, October 2013 (Via Beth Kanter)

4. Objectives:
Awareness
Advocacy
Fundraising

5. Save: Syria Campaign
▪ Powerful website hub
▪ Half page ad: NYTimes / UN Gen Assembly
9/13
▪ NYTimes.com banners
▪ Emotional infographic
▪ Ellie Goulding Song Donation
▪ In their words videos YouTube
▪ Reddit AMA with Save staffers
▪ CEO Carolyn Miles blogging and tweeting
▪ Sign petition for humanitarian access
▪ Social Media-specific photo assets
▪ Thunderclap for Syrian children

8. http://www.reddit.com/r/IAmA/comments/1mynwe/we_are_save_the_children_st
affers_who_just/

9. Save: Syria Campaign
Outcomes?
▪ TBD…

10. March 20, 2014 – Save the Children USA

15. http://www.toms.com/onedaywithoutshoes/

16. Best Ideas
▪ Take some chances
▪ Multiple channels
▪ Each channel to its strength
▪ Channel-specific content
▪ Interconnect channels
▪ Include engagement other than donation
▪ Provide “tools”
▪ Plan what to measure and how
▪ Listen, learn, act, repeat.
Good ideas
Big Duck
Mobilisation Lab
Beth Kanter

17. Thanks!
Chris Wolz
wolz@forumone.com
@cwolz