The Save Mary Lake campaign has been nominated as Social Media Campaign of the Year!
We are in the running for a Westie, to be awarded by Social Media Camp Victoria at the June 3 West Coast Social Media Awards. Winning in our category will put Save Mary Lake on the social media map all up and down the west coast of North America — great publicity for our effort!
Voting is Quick and Easy
The nominees in each category receiving the most votes by May 23 will be considered by a panel of judges. To support our nomination, go to bit.ly/ks2PqB and click in the little circle beside Mary Lake Conservancy. That’s it; one click and you’re done!
The award will recognize the best social media campaign implemented by an organization. Nominees are judged on creativity, sociability and results achieved. No question Save Mary Lake deserves to win! Here’s why:
What We’ve Done
- Embedded the square metre function on the Save Mary Lake website, engaging donors in choosing their own personal area on the property to save. This has been the core of the campaign.
- Bob McMinn took up Twitter. “The 86-year-old who tweets” became our first mainstream media hook and generated a huge amount of early publicity for the campaign.
- Expanded our Twitter presence. @savemarylake acquired an extensive following around the world and continues to alert the conservation-minded to developments in the Save Mary Lake story — such as our nomination for a Westie!
- Established a Facebook page that continues to engage followers worldwide as a source of information not just about the campaign, but about Mary Lake itself, with stories about its flora, fauna, geology and people.
- Used Facebook events and Twitter to publicize tours of Mary Lake, the
webathon, special events such as the Stewards of the Earth celebration, etc.
- Mounted the “Power of Many” video contest, administered through the Save Mary Lake website, which attracted a dozen creative entries and hundreds of viewers to our YouTube channel.
- Created a series of mini-documentaries, which are posted on the website and YouTube channel and were broadcast during the webathon. Two of them rose to the top 10-15 non-profit videos viewed on YouTube.
- Held a webathon Jan. 17, which was broadcast live over the internet around the world. There was even a group of ex-pat Canadians watching from Korea! By the end of the evening, #marylake was trending on Twitter, we’d had nearly 1.2 million hits on the website and raised nearly $10,000 — all in one day!
- Our blog posts keep both supporters and web surfers up to date on the campaign.
- Our e-newsletter goes directly to donors and supporters with detailed news on what’s happening at Save Mary Lake.
How We Think We Rate on the Judging Criteria
- To the best of our knowledge, the square metre function is unique. Other campaigns have allowed donors to save pixels/acres/etc., but not to choose the area they save using an online map.
- The “Power of Many” video contest generated some fantastically creative approaches to spreading our conservation message.
- The mini-docs are works of art as well as effective conveyors of the Save Mary Lake message, and have received recognition as such not only on YouTube, but among other documentary professionals.
- The webathon was a creative, effective and exciting way to engage the public, bring in new supporters and raise awareness of the campaign, locally, nationally and around the world.
- Effective use of multiple social media: Facebook, Twitter, YouTube, blog, e-newsletter and website square metre function.
The square metre function has become a social medium in its own right.Because donors can find their square metres on the online map, they encourage friends to save squares near theirs, look for people they know on the map — cruising the map has emerged as an online pastime. Groups get together to save blocks of squares, people give squares as gifts (see our Valentine’s Day campaign); one couple is planning to give their wedding guests square metres as a memento of the occasion.
- The webathon, a social media event itself, made social media part of the event. We had a Tweet Bar where people tweeted onsite; tweets were read online; online donations were accepted during the webathon; the mini-docs and some of the YouTube videos were shown; supporters who couldn’t be present in person participated virtually.
- Extensive coverage of the campaign in print and on radio and TV, locally, province-wide, nationally and around the world. Much of the coverage was prompted by our social media activity.
- Radio-Canada coverage brought in hundreds of donations from Quebec (nearly half the donations received during the webathon were from la belle province) and has been broadcast across Europe and in the United States, prompting many more donations.
- Save Mary Lake was supported online by other organizations: we were featured on the Planet Green and National Geographic websites, Groupon donated a banner publicizing the webathon, various individuals entered us in various online contests, bloggers blogged about us.
- Thanks largely to the social media components of the campaign, we raised $250,000 in 5 months, including the $10,000 on the day of the webathon, to protect a tiny lake in a small community that nobody had heard of. We created connections between people around the world, and we raised global consciousness of the importance of working together for conservation.
It was Cabin 12 Restaurant that nominated the Mary Lake Conservancy for a Westie. Cabin 12 also provided the venue for the webathon and the appies that kept the webathon crew going. Many thanks for your enthusiasm and ongoing support!
And thanks to all who have voted, will vote or will encourage friends to vote for us for the Social Media Campaign of the Year award. Just one click at bit.ly/ks2PqB
We appreciate your support!