AFC 2 0 Our Online Presence AFC

AFC 2. 0 Our Online Presence

AFC 2. 0: What’s ahead • How AFC integrates social media into its web presence • What social media marketing tools AFC uses to advance advocacy, fundraising and outreach activities • How board members can further AFC’s online mission

AFC 2. 0 OUR Raise visibility about HIV/AIDS. Inform the public, opinion leaders and decision makers. Inspire action (i. e. , donate, volunteer, attend event). Expand the AFC brand.

But wait, what is the AFC brand? Drumroll, please…

Let’s define our terms • Social media is online content created by people using highly accessible publishing technologies. It allows people to connect in the online world to form relationships for personal, political and business use. • Social media can take many different forms, including Internet forums, blogs, podcasts, pictures and video. Technologies include: picture-sharing, wall-postings, email, instant messaging, to name a few. • Social media marketing is the act of using social influencers, online communities, social media tools (i. e. , Twitter, blogs, Linked. In, Facebook, Flickr and You. Tube. ) for marketing, publication relations and customer service. • One important aspect is to build ways that fans of a brand or company can promote it themselves in multiple online social media venues. Source: wikipedia. org

Tools in our box Share and discover what's happening right now. Share your videos with friends, family, and the world. Who uses it? • Twitter. com is a top 50 site that reaches over 27 million people a month. Attracts a slightly more female than male group. • Youtube. com is a huge site that reaches over 72 million people a month. The site attracts a more youthful following. • Typical visitor reads Perez Hilton, subscribes to Entertainment Weekly. • Typical visitor reads funnyordie. com. Show off your favorite photos and videos to the world. Who uses it? • Flickr. com is a giant site that reaches over 21 million people a month. The site is popular among a slightly male slanted audience. • Typical visitor visits ifilm. com and reads Gawker. Connect with people who work, study and live around you. Who uses it? • Facebook. com is a top 10 site that reaches over 91 million people a month. The site attracts a more affluent, teen and young adult, very slightly female biased following. • Typical visitor reads USA Today and subscribes to People. [Quantcast. com]

How we flow Twitter Facebook OAB AIDS Connect

AFC 2. 0: Our sites • AFC maintains a total of 8 websites: Ø 4 have active blogs and are on Twitter (AIDS Connect, Life. Lube, IRMA, With Me Comes A Cure). Ø 4 have a Facebook presence (aidschicago. org, Life. Lube, IRMA, With Me Comes A Cure) • Each website is “narrowcast, ” meaning it is designed to appeal to a specific audience (a. k. a. target marketing. ) • Our goal is to engage and strengthen ties with our constituents through a variety of social media marketing tools. • All sites are equipped with Google Analytics.

AFC 2. 0: aidschicago. org • Features information about our advocacy, prevention and care programs, as well as grantmaking initiatives. • More than 59, 000 people visited in 2008; 61 % were new. • Links to AFC presence on Facebook, Flickr and You. Tube. • About 50 percent type URL into their browser, while others connect through search engines (common search: “free hiv testing chicago”).

AFC 2. 0: lifelube. org • Launched on Valentine’s Day 2007 through a partnership of Sexual Health Xchange and Project CRYSP. • Award-winning site provides candid and comprehensive information on all aspects of gay men’s physical, sexual, emotional and spiritual wellness. • Features interactive blogs, surveys, fresh content written by experts and links to the Internet’s best sites on gay sexuality. • New this year is a health avatar, “Peter Pointers. ”

AFC 2. 0: rectalmicrobicides. org • Home of the International Rectal Microbicide Advocates, a network of nearly 900 advocates, policymakers and leading scientists from more than 50 countries on six continents working to advance microbicide research and development. • Visitors can connect to the network, locate information, and take action. • Page is translatable into different languages via Babel Fish application.

AFC 2. 0: aidsconnect. net • A “community site” designed to connect all entities and individuals committed to the fight against HIV/AIDS in metropolitan Chicago. • On this site people can: üpromote Chicago-area HIV-related events üpost job, volunteer, or internship opportunities üfind information on housing, case management, legal services üaccess PEERSpeak, an online educational tool for newly-diagnosed • Past month: Averaged 92 hits per day; 2, 774 visits, 58% were new. • 600 followers on Twitter; 4 times a month folks re-tweet; community blogs automatically feed to Twitter.

AFC 2. 0: withmecomesacure. org • With. Me. Comes. ACure. org is designed to address the growing HIV epidemic among African Americans and to stress the importance of developing an AIDS vaccine. • Features a blank box in which individuals are asked to insert an idea or action that will lead to a world without HIV/AIDS (i. e. , With PREVENTION comes a cure. ”) • Submissions become part of the site’s “word cloud” homepage and are featured in a downloadable widget. • Campaign encourages people to become “faces of the cure” by choosing their own positive responses to the epidemic, from getting tested regularly for HIV to volunteering for an AIDS vaccine trial to combating homophobia. • Website allows visitors to post artwork, share thoughts and personal stories.

AFC 2. 0: E-solicitation campaigns • We have more than 50, 000 emails on file, although our direct solicitation campaign is more targeted and reaches about 10, 000 of the most active donors. • In FY 09, we sent 10 email solicitations as part of our four major direct marketing campaigns and netted about $16, 000 through online appeals last year. • Elton John is still our most successful online direct marketing campaign, accounting for more than 50% of all online gifts not tied to events. (Average open rate of EJ e-appeals was 16. 5 percent. ) • We coordinate all online direct marketing asks with policy and events to ensure that we don’t over-solicit. • We never email people who have not first given AFC their email address for a donation, fundraising event, etc. (e. g. , we never buy cold email lists)

5 things you can do to support AFC 2. 0 1. Familiarize yourself with our sites. 2. Start using a social media platform that fits your personality. 3. Use those platforms to promote AFC sites (i. e. , share content, link to a website, share an OAB) 4. Subscribe to our Facebook page, You. Tube channel and Online Action Bulletin (aidschicago. org/oab) 5. Provide feedback on our online work and share your story (i. e. , Why and how are you involved with AFC? How does AFC help you? )

Presentation design by: Johnathon Briggs Director of Communications AIDS Foundation of Chicago Questions? Comments? jbriggs@aidschicago. org