HandsOn Network - Integrated Social Media Campaign
Challenge
HandsOn Network (HON), the largest volunteer engagement and management organization in the nation, wanted to engage its constituents and differentiate itself from similar nonprofits it sometimes partnered with, but also competed against for funding.
c21 created and launched a complete social media marketing plan designed to drive consumer participation in volunteer service projects across the country and create two-way dialogue on the importance and impact of civic engagement in solving community problems.
Solution
Specifically, c21 developed a Facebook fan page, Twitter feed, YouTube channel and branded blog in conjunction with Martin Luther King, Jr. (MLK) Day of Service. This launch timing also allowed HON to benefit from the inauguration of President Barack Obama, which would have strong themes related to community service. c21 re-formatted HON's existing Facebook page — which had about 60 fans — to make it brand-compliant and interactive. We began posting Wall messages that drove visitors to HON's Web site and other valuable resources about volunteering, and conducted polls seeking fans' opinions on various issues related to solving community issues.
The Twitter feed was positioned as another channel to drive traffic to HON's Web site and cross-promote the activities of HON's 250 affiliate locations nationwide. c21 also used the feed to connect with HON's "competitors" who were already on Twitter, thereby encouraging their followers to also follow HON.
c21's strategy for the blog was to inspire conversation within the non-profit sector and among active volunteers. c21 created an editorial calendar of blog topics centered on service, MLK's legacy of civic action and HON's involvement in inauguration activities.
With hundreds of hours of video assets from volunteer projects, creating a YouTube channel was a low-cost way to further spread HON's message. c21 reviewed and categorized footage, wrote compelling descriptions, created a branded page and uploaded the videos. As administrators of the page, c21 also selected appropriate YouTube members to "friend" and subscribed to their videos as well. Throughout the MLK Day activities, we uploaded new video from HON affiliates and others to continue driving traffic to the channel.
Promotion of the new social media plan to its 250 affiliates was key, and c21 drafted messaging that provided direct links to each site and encouraged affiliate staff members to become fans, followers and subscribers. We also created messaging that invited affiliates to provide content and images for the blog and Facebook, which would expose their achievements to a larger audience. HON distributed these messages on a weekly basis throughout January 2009.
Results
Within one month of launch, c21 doubled HON's Facebook fans, accumulated 205 followers on Twitter, 1,110 YouTube channel views and 33 blog subscribers.
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