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CASE STUDY
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• About Clout

Clout is a new virtual digital agency founded
in the summer of 2010 in Ottawa Canada by
Charles Crosbie.
Digital Marketing Interactive Advertising Emerging Media
Managing and maximizing messaging by developing, creating, deploying and managing most of your interactive needs. Social Media Optimization Social Media Marketing Viral Media Search Engine Optimization Branded Entertainment (Advergames, Apps) The creation of interactive assets for use in advertising. Includes traditional online advertising and mobile platforms. Websites Apple iAds Web Advertising In-Game Advertising POP/Kiosk Social Media Advertising Researching, developing and deploying innovations for advertising initiatives using emerging communication technologies. Augmented Reality Virtual Reality Holography Hypersonic Sound RFID Chips 3D TV and Web
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Brief
OBJECTIVE

• About CanILF

Plant the seeds of a grassroots cause to make
the charity a household name.
The Canadian International Learning Foundation
(CanILF) is a volunteer-run registered Canadian
charity which provides education and develops
schools in areas of the world affected by
poverty, war and disease epidemics (at-risk
areas). Their flagship initiative, The Afghan
School Project, aims to aid and grow Canadas
school in Kandahar, Afghanistan. CanILF also
supports schools in countries such as Uganda,
Yemen and Liberia.
As a new organization, CanILF has a number of
ambitions and objectives in its marketing and
communications spaces. CanILFs principal goal
for Clout is to raise awareness about the
Foundation with Canadians everywhere.
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WHAT?

• Planting the seeds of a grassroots cause.

• Clout saw that social media was an integral part
  of the solution to raise awareness about CanILF
  and begin grassroots support for it.
• Developed strategy, task and road maps for
  establishing social media presence and activity.
• Assembled CanILF social media team of Internet
  administrators and ambassadors.
• Established a presence for the Foundation across
  all major social media channels.
• On-going engagement of Canadians with CanILFs
  messaging across all channels.

To view any of the Foundations social media
profiles, please visit bit.ly/canilf
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• FACEBOOK

• Clouts teams help to manage and promote several
  Facebook assets for CanILF, including
• CanILFs Group
• CanILFs Page
• CanILFs Application
• CanILFs Causes Profile
• The Afghan School Projects Page
• The Uganda Literacy and Education (ULEP) Page

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Facebook Page for the Afghan School Project
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Photo and Video Albums, The Afghan School
Project Facebook Page
CanILFs Facebook Page for the Afghan School
Project.
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Facebook Page for The Uganda Literacy and
Education Program (ULEP)
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Photo and Video Albums, The Uganda Literacy and
Education Program (ULEP)
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• TWITTER

• Twitter is the cornerstone of our campaigning for
  CanILF
• Twitter is a bilateral means for CanILFs staff,
  volunteers, supporters and donors to stay
  informed and in communication
• all of the Foundations on-line activities, from
  updating Facebook Pages and blog posts to
  uploading a YouTube video, spur automated
  announcements in our Twitter feed.
• CanILFs twitter account (_at_CanILF) currently has
  3,600 followers and dozens of active supporters.

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• _at_CanILFs Followers

http//twitter.grader.com/history/canilf
http//twittercounter.com/compare/canilf/month/fol
lowers
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• What are people Tweeting about?

_at_CanILFs Hash-Tag Cloud as at 1 Feb 2010
http//www.retweetrank.com/CanILF/
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How does _at_CanILFs Compare?
The Salvation Army is a major North American
Christian charity with over 100 years of history
it is ten times larger than CanILF. In its
first six months using Twitter, CanILF earned a
larger and more involved follower-base than The
Salvation Army. Source twittercounter.com
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• _at_CanILF Average Activity

• 7 new followers per day
• 41 Re-Tweet ratio
• 14 clicks per link
• 10 new tweets per day
• Exponential exposure rate
• Around-the-clock scheduled content
• 6 Dedicated Collaborators (using Co-Tags)

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• _at_CanILFs Exposure Rate

Through CanILFs new base on Twitter, Clout has
ensured that users have a around-the-clock
stream of scheduled information. Based on their
re-tweet ratio (wherein supporters relay
_at_CanILFs messages), Clout has earned an exposure
rate of over 100,000 impressions per 50 messages
_at_CanILF generates.
Based on avg 50 Tweets Ow.ly/Twit Stats
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Lists, Twibes, Groups
Live-Blogging
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FriendFeed
Google Buzz
All of the Foundations social media activities
are also automatically announced on networks like
FriendFeed, Retaggr and Google Buzz.
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MEDIA SHARING
Two of the most active areas of Clouts social
media optimization for CanILF are the photo and
video spaces. The Foundations supporters react
best to messaging that can show them the
Foundations work. Our efforts have resulted in
thousands of views of our photos and videos to
date in turn, this has significantly helped to
raise awareness about CanILF, as evident in
traffic to the Foundations site from photos and
videos.
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Videos
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Photos
Clout oversees the Foundations distribution of
photos of their respective initiatives.
Flickr.com is CanILFs principal location for
creating and sharing photo albums.
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Media Distribution

• Clout operates an in-house server to help the
  team to access CanILFs catalogue of photos,
  videos and other assets via
• Web browser
• OS-based File Sharing
• FTP Server
• BitTorrent Networks

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• NEWS/LINK SHARING

Clouts team is active on most major news and
link sharing websites such as Current, Digg,
Reddit and StumbleUpon. CanILF interacts with
other users while promoting internal
news/announcements (and relevant current events)
on all of the sites.
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• INSTANT MESSAGING AND CHAT

Clout maintains chat services that allows for
CanILF to be contacted on virtually every instant
messenger services and chat platforms. This
increasingly allows for an easy communications
channel for the Foundation, students, supporters
and the public.
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• Client Testimonial

Clout Marketing has established a presence for
the Canadian International Learning Foundation
throughout the full spectrum of social media. In
a remarkably short period of time, Clout has
helped the Foundation to reach tens of thousands
of potential supporters, establish and grow our
Twitter presence to more than 3,000 followers,
and dramatically increase traffic to our web
site. Clout has also helped the Foundation to
integrate social media into our overall donor
outreach strategy. Thanks to Clout, our
supporters have the ability to interact with us
as much or as little as they choose, which helps
ensure that they neither feel overwhelmed nor
uninformed by the amount of information
available. We never imagined that we would have
this kind of flexibility in interacting with our
donor base. The social media marketing
strategies implemented by Clout have generated
immediate benefits. Several of our partner
organizations have referenced social media when
asked how they learned of the Foundation.
Further, many organizations respond positively
when we note our ability to publicize potential
partnerships via our well-established social
media presence.
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Social media has become an integral part of our
strategy to market the Foundation and raise
awareness regarding the needs and accomplishments
of our partner schools in the developing
world. Perhaps most impressive has been Clouts
level of professionalism, understanding and
communication. Through all stages of the process,
I have felt as though they have fully understood
the Foundations mandate, as well as our
immediate and long-term needs. I have the utmost
confidence in Clouts ability to publish material
in the Foundations name, knowing that they will
respect, maintain and improve our reputation,
which is perhaps the most valuable asset of any
charity. Clout has played an integral role in
the Canadian International Learning Foundations
growth from a newly established charity to a
respected grassroots non-government organization,
and will play an equally important role in making
us a household name. I would recommend Clouts
services to anyone who is interested in social
media, buzz-marketing, and cutting-edge
advertising strategies. Ryan Aldred, President
and FounderThe Canadian International Learning
Foundation (CanILF)
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