Navigating Social Media

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Navigating Social Media
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Tell Your Story
Constituent Generated Content

• Users can tell their story and access and read
  other stories on cancer.org
• Hundreds of stories reviewed and published on
  cancer.org

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SharingHope.TV
Constituent Generated Content

• Launched in March, 2008
• Original videos, artwork, or music are uploaded
  to the site to share the cancer experience

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Cancer Survivors Network
Constituent Generated Content

• Online cancer community for patients, family,
  friends, and cancer caregivers.
• Discussion Groups
• Online chats
• Radio style talk shows with experts

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Dr. Lens Cancer Blogwww.cancer.org/drlen
In-House Blog

• Began blogging September 2005
• Dr. Len sends reporters to the blog for
  background information before/after an interview

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Social Networks
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Meet Karen Our Social Media Manager
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The Society has a large and growing presence on
Facebook
Facebook

• ACS Causes
• ACS Groups
• Custom Applications
• Fan clubs

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Causes
Facebook

• Approximately 183 causes benefit ACS with 130,400
  members
• 69 of our Facebook supporters are between the
  ages of 18 and 34

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Groups
Facebook Update

• Over 500 ACS groups and growing
• Other Groups include
• ACS Colleges Against Cancer
• ACS Cancer Action Network
• ACS Facebook Focus Group
• ACS Making Strides Against Breast Cancer
• ACS International (coming soon)

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ACS Applications
Facebook

• Launched April 2008
• Send cancer awareness ribbons, display daily
  cancer fact on users profile page
• Scorecard shows the top ribbon senders and
  recruiters
• Donate and volunteer links

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Announcements
Facebook
Facebook

• Email messages sent this year
• ACS Support Badges
• ACS Facebook Application
• Prostate Cancer Ribbons
• Breast Cancer Ribbons
• Fight Back Express
• Eugene Levy PSA
• Sharing Hope Launch
• Sharing Hope Contest
• Bill HR1108

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MySpace
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Linked In
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YouTube ChannelAmerCancerSociety

• ACS YouTube Channel, with links to cancer.org
• Videos are uploaded by ACS
• Users Subscribe to the channel
• Almost 35,000 views to the channel
• Videos can be linked to or embedded, users rate
  and share with friends

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Second Life

• Second Life is a 3D digital world imagined and
  created by its users
• Second Life cancer survivors come from a global
  community to share experiences and support at the
  ACS Island
• Cancer survivorship speaks across language
  barriers
• In a 24-7 persistent, collaborative, real-time
  environment there are endless opportunities for
  outreach.

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Relay For Life in Second Life

• SL Gala and Silent Auction raised 2,000.
• SL Relay year one 2005 and raised over 5,000
• SL Relay year two 2006 and raised over 41,000
• SL Relay year three 2007 raised over 118,000
• 2008 YTD fundraising exceeds 215,000!

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Case Study
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How to get readers to the truth?

• Optimize internal search appliance
• Work with external search engine contacts to
  ensure response ranks high
• SEM w/specific keywords
• Leverage social media platforms to directly
  message relevant audiences via email and posts