Digital @ Red CrossDigital @ Red Cross

New website

Strategic objectives

• improved capacity to fundraise

• efficient workflows and faster time to market

• contemporary look and feel

• improved user experience and engagement

Website: visitors

Queensland Floods

•CycloneYasi

NZearthquake

Japan earthquake

1,160,592 visits

5,054,560 pageviews

Website: regular giving

NZearthquake

Japan earthquake

521 sign-ups

•1 January – 11 June

Queenslandfloods

Website: one-off donations

NZearthquake

Japan earthquake

53,013 donations

•1 January – 11 June

Queensland Floods

Traffic sources

•1,160,592 visits for 5,054,560 pageviews

Donations via referral sites

PART B Social Media PART B Social Media PART B Social Media PART B Social Media ---- Strategic purpose

1. Enhance Red Cross brand & reputation

2. Support disasters and appeals

3. Champion community advocacy

4. Grow fundraising and commercial income

5. Enable positive supporter engagement

Social Media is changing the way people engage with Red CrossSocial Media is changing the way people engage with Red CrossSocial Media is changing the way people engage with Red CrossSocial Media is changing the way people engage with Red Cross

Website (donations)

•Twitter

•(voice of authority)

•Face book (friendly voice of Red Cross)

•Red Cross

•Blog

•(Stories and sharing

•of how we help)•Launch in Sept

There are channel

differences and

common denominators

Facebook Twitter

Red Cross Primary Social Channels

www.facebook.com/AustralianRedCross www.twitter.com/Australian Red Cross

Red Cross Social Support ChannelsYouTube LinkedIn

www.youtubecom/australianredcross www.linkedin.com/companies/australian-red-cross

Compared to other local brandsCompared to other local brandsCompared to other local brandsCompared to other local brands

Twitter Twitter Twitter Twitter

followersfollowersfollowersfollowers

Face book Face book Face book Face book

likeslikeslikeslikes

CharityCharityCharityCharity

14 83010 180WWF Aus

8322496Salvos Aus

452479 954World

Vision Aus

34561973Mission

Australia

99196109Oxfam

AUS

231016 223ARC

As of the 10th June

Red Cross - Since August 2010

Digital Media Facebook - Weekly Interactions with Red Cross page

0

1000

2000

3000

4000

5000

6000

7000

8000

9000

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-Jan-

1126

-Jan-

1109

-Feb

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Weekly Active Facebook Users

•Lack of internal

•resource at this time

•Japan Disaster

QLD Floods

NZ Quake

•Red Threads launch ( Megan Gale)

•Bob Geldof Concert

Social Media PolicySocial Media PolicySocial Media PolicySocial Media Policy

• Official channels

• Content approval; proactive, reactive content

• Online Communication Guidelines

One Red Cross with a multitude of messages

Social Media Social Media Social Media Social Media ---- Strategically focused activityStrategically focused activityStrategically focused activityStrategically focused activity

Enhancing the brand & reputation Enhancing the brand & reputation Enhancing the brand & reputation Enhancing the brand & reputation

Supporting Disasters Supporting Disasters Supporting Disasters Supporting Disasters –––– during and postduring and postduring and postduring and post

Driving fundraising and commercial incomeDriving fundraising and commercial incomeDriving fundraising and commercial incomeDriving fundraising and commercial income

Nearly 800 donations via Facebook since Jan 2011

78 donations via Twitter since Jan 2011

Paddington store launch – coupon download

New national email marketing platform

• driven brand consistency,

•cost savings

•best practice around eDMS

Grow awareness of how we helpGrow awareness of how we helpGrow awareness of how we helpGrow awareness of how we help

Coming soon Coming soon Coming soon Coming soon …………

Blogs

Launch blog ‘Real Stories, Real Lives’

Deepen our use of LinkedIn to recruit staff and volunteers

Youth engagement social media strategy

National Social Media Taskforce to be established

An interactive online IHL community

Integrating the use of Twitter into Red Cross media

Mobile applications for furthering engagement

One united voice of Red Cross with a multitude of messagesOne united voice of Red Cross with a multitude of messagesOne united voice of Red Cross with a multitude of messagesOne united voice of Red Cross with a multitude of messages

They can search Google our website for a

community program they saw on TV, they can

share it with their friends

They can Google Red Cross to donate

They can find us on Facebook when they are

chatting with friends

They can receive updates on what we are doing

as we are doing it through Twitter

More importantly it is about the journey a

supporters goes on to find Red Cross and then

to share our messages of good will…….

Our objective for the next stage is to enable

them further to advocate our work ……..