Social Media Campaign – Fighting for a Cure

Social media is taking over the internet.  Let’s face it, it’s addicting, and we can’t help it.  It is changing the way we live, the way we work, and the way we communicate with each other.  By liking a post, picture, or page, we are actively engaging and communicating with one another with the simple click of a button.  Needless to say, social media has increased the overall frequency of communication, and has caught the attention of marketers and advertisers worldwide.  By creating social media campaigns, advertisers now have the ability to raise brand awareness for their company, brand, or organization from the comfort of their own home.

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There are many benefits to using an online social media campaign to advertise.  First, it will decrease marketing costs.  As we all know, advertising can be quite expensive.  By utilizing social media sites such as Facebook, Twitter, Instagram, or LinkedIn, you can create a campaign that can be seen by millions of people around the world…for free!  Second, it allows you to be a “community manager” and interact with the people you are marketing to.  This gives you the ability to engage with your customers on a more personal level and get their thoughts and opinions.  As you actively communicate with these people throughout your campaign, you will gain the trust of your followers.  You will also have the ability to keep up with your advertising by posting updates, new information, and future plans or events.  Finally, you have the ability to increase your ROI (return on investment).  Whether it is getting likes and followers (soft ROI) or earning money (hard ROI), you can benefit in many ways from a social media campaign.

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Two years ago I volunteered with THON, which is the largest student run philanthropy in the world.  It is a 46 hour Dance Marathon that takes place at Penn State University every year.  “The mission of the Penn State IFC/Panhellenic Dance Marathon is to conquer pediatric cancert by providing outstanding emotional and financial support to the families, researchers, and staff of the Four Diamonds Fund.”  The fight against pediatric cancer is a tough one.  In fact, childhood cancers are the number 1 disease killer of children in the U.S.  By raising awareness and getting volunteers/donations, we can help save children’s lives.  This past year THON raised $13,343,517.37 for pediatric cancer, and with this campaign, I hope to increase that number by the thousands.

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The strategy I am proposing is to create a social media campaign through Facebook, Twitter, Instagram, and LinkedIn.  My social media campaign will target viewers of all ages and ethnicities and aim to achieve a goal of raising $14,000,000.00 this year for pediatric cancer.  Facebook will be the most complex of the social media sites, being that it attracts the most viewers of the four.  Twitter will be used mainly for updates and information on upcoming events.  Instagram will be used for pictures that are being taken at these events, as well as pictures of the children and their families.  LinkedIn will be used to get followers, and from there a link will be posted that will allow you to place donations and get further information on what THON does.

http://prezi.com/ygh_fihz5smf/?utm_campaign=share&utm_medium=copy

Cited Sources:

“THON – About Our Efforts.” Penn State Dance Marathon. THON Technology Captains, 03 Apr. 2012. Web. 17 Feb. 2015. <http://thon.org/About>.

Images Courtesy of:

http://www.centredaily.com/2014/02/23/4053008/penn-state-thon-children-so-excited.html

http://www.reddit.com/r/pics/comments/1yqfkn/penn_states_thon_2014_just_raised_1334351733_for/

http://onwardstate.com/2010/05/29/thon-announces-major-dates-for-2010-2011/

http://theonlinedepartment.com/7-reasons-why-a-complete-social-media-campaign-is-important-to-your-business/

http://ignitordigital.com/small-business-social-media/

http://prezi.com/images

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8 Comments

  1. Nicely done Josh!
    A great presentation for an even greater cause! You showed great understanding how what your soft ROI is and also knowing how to convert them! Man what I’d do with their money! it’s awesome to see you trying to better this already great tradition and with your knowledge after this project, you can only benefit them!
    Good Job man!

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  2. Josh, this is great! First, I like your content, but this was the best piece:

    “The strategy I am proposing is to create a social media campaign through Facebook, Twitter, Instagram, and LinkedIn. My social media campaign will target viewers of all ages and ethnicities and aim to achieve a goal of raising $14,000,000.00 this year for pediatric cancer. Facebook will be the most complex of the social media sites, being that it attracts the most viewers of the four. Twitter will be used mainly for updates and information on upcoming events. Instagram will be used for pictures that are being taken at these events, as well as pictures of the children and their families. LinkedIn will be used to get followers, and from there a link will be posted that will allow you to place donations and get further information on what THON does.

    It demonstrated you are talking to your audience (me) and that you as well as your audience understand that there is truly a difference between the various networks and how they should be used within your social media and marketing program. AWESOME!

    Second, your Prezi rocked. Why? Great use of colors. Yellow and Red. Great use of adding small icons next to your bullet points — brings the reader in and makes it easy to read. And I like your Soft ROI and Hard ROI projections.

    With this type of strategy and with clear set goals and measurements, THON is lucky to have you on their team.

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    1. Thank you for the feedback Professor Vann! I really enjoyed this project and getting the opportunity to show some creativity throughout the presentation. This was my first time ever using Prezi and I feel that it was very beneficial learning how to use this. It will definitely be something I use in the future. THON 2015 took place this past weekend and raised over $13.02 million. It would be great to start this social media campaign now as preparation takes place for THON 2016.

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  3. Great cause and great plan of attack! When kids are involved, it’s always a win-win situation. Is the cause close to your heart for some reason? No need to share. Good luck in your fundraising efforts!

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    1. Thank you for the comment! I volunteered with THON a couple of years ago and it was a life changing experience. I got a chance to meet and play with some of the kids who had pediatric cancer and it was really awesome knowing that I was doing what I could to help them and their families. THON was actually a couple of days ago and raised over $13.02 million!

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  4. Josh,
    Awesome presentation. I thought visually your presentation was very strong. I also liked that your presentation was fighting for a good cause. That is a lot of money made by one event! You did a good job showing how your soft ROI will convert into hard ROI. You had good use of images as well. Nice work.

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