Case Study – WSPA
Panelist – Misty Meeks, Online Community Manager, World Society for the Protection of Animals
www.wspa.ca
Misty Meeks is a digital marketer with nearly ten years in online communications. She joined the World Society for the Protection of Animals (WSPA) in 2007. Meeks convinced WPSA to invest in social media and now leads social media development on an international level.
Misty’s session began with outlining WSPA’s efforts in the past. Ten years ago, the WSPA wasn’t connecting or engaging with their donors, now, they use social media to tell their story and engage their supporters.
They’ve had various uses of, and successes with using Social Media to promote various campaigns. Some of her experiences with social media have included:
• Using a made-for-television commercial and posting it on YouTube
• Setting up an eCard donation system
• Using a microsite to host a form where users could send an e-mail to lawmakers in Spain, either writing their own, or using the message template to encourage a ban on Bullfighting. (See similar Canadian petition site here.)
Misty points out that all social media initiatives should start with the overall planning of a campaign. Figure out what your objectives for the campaign are first, and base campaigns, strategies and metrics (either qualitative or quantitative) on these objectives.
Have you had similar experiences? What has your company done to integrate traditional and new media marketing for your non-for-profit marketing? Share your thoughts in the comments below, we would love to hear them!
