The folks at United Way Ottawa sure know how to party. Yesterday’s Spirit Breakfast launch of campaign 2011 offered plenty of fun with young performers from the Canadian School of Dance urging “Let’s get is started!” a shower of confetti and Max Keeping, a bona fide celebrity and this year’s campaign chairman), as the main speaker. But the event had a serious note too with the announcement of $33.5 million as this year’s fundraising target. Even with this ambitious aim, it was hard to walk away from the event without a feeling of confidence that it’s entirely acheiveable.
And the launch offers us a good example of how events play an important role in social media communications strategies. There was a huge spike in mentions of the event and the campaign on Twitter yesterday during the event and throughout the day.
According to Brand Mention the signal for United Way Ottawa was quite strong at 41%…to put it into context, at the very same time Ottawa YMCA, another local community charity that was NOT having an event yesterday, scored only 1%.
Sentiment too was extremely positive at 32. That means there were 32 positive mentions of United Way Ottawa for every negative one overall. The Ottawa YMCA scored only 8:1 on this scale.
Social media passion was high at 62%. That means there were a fairly small number of folks mentioning United Way Ottawa, but those that do mention them a lot. The Ottawa YMCA scored 61%, which was interesting. Perhaps it indicates that organisations like these, have a central core of followers tweeting about them, and that although volumes of tweets might spike, the number of tweeters remains steady. I suspect this would need more study to be certain.
The social media reach for United Way Ottawa was 39%…again, this is high. It means that for every 100 mentions of the brand 39 come from unique users. The Ottawa YMCA’s reach was only 10%.
In another social media effort, the above photograph, was posted on the United Way Ottawa Facebook page and everyone who attended was invited to tag themselves. What a great way to get a message going viral! Can see me?(Disclosure: my sister works for United Way Ottawa and is involved with their social media).