1. 2.1 Blood donor recruitment Monday June 3, 2013
23rd Regional Congress of the ISBT - Amsterdam
THE USE OF SOCIAL MEDIA BY EFS Frédéric BIGEY Marguerite JUNG Benoît CAZENAVE (EFS – Alsace)
2.1 Blood donor recruitment
Monday June 3, 2013

2. Social media?
(Kaplan)
internet-based applications that allow the creation and exchange of user-generated content
depends on mobile and web-based technologies to create highly interactive platforms
individuals and communities share, co-create, discuss and modify content.

3. Social media : characteristics
Compared to traditional media
Quality
Reach
Frequency
Usability
Immediacy
permanence

4. Donor marketing objectives
Donor recruitment
Replacing lapsing/inactive donors, increasing needs baseline recruitment
Blood shortage, new collection site
 short term, more active recruitment
Donor retention
Blood safety
Cost-effectiveness

5. Other methods : social media
Principles :
reach
attractivity
interactivity
low cost
Cover all steps of recruitment and retention
Information
date
application
post-donation
loyalty

6. EFS Facebook Page

7. EFS Facebook Page
Viral application

8. Viral app « Save lives » Viral marketing for 18-34 years old target
Mobilize your community
Post pics on the theme of « heart » on Instagram
Discover the testimonies
Find a collection session
Sensibilize your friends
Share the app

9. Facebook app « Don du sang »

10. Facebook app « Don du sang »
Available features :
Collection sites mapping
Other Facebook features
Events creating
Inviting friends to use the app, to a collection session…
Expected features
Donor’s personal profile
Donation history, next donation possibilities, virtual number of «saved lives», virtual donor card, awards, history of friend’s donations, ...
Top 10 of loyal donors, recent donors, best donating cities...
… awaiting for agreement from national regulation agency (personal data file protection).

11. The base : «webdonor platform»
Developed at EFS-Alsace for a nationwide use
mapping data based on Google maps, ready to use on multiples sites : Facebook application, mobile websites, smartphone apps
concentrated data for future needs, easily accessible from simple APIs (Application Programing Interface)
Easy integration of other regions and updates facilitated
Needs strict procedures for data recording in the donor computing system
No national donor database at this time (2014)
(*)

12. Results
Number of « likes » per months (2012)
fans to date
WBDD

13. Results Alsace regional facebook page
Sex and age, from march to may 2013

14. Evaluation of the effectiveness
Effectiveness on recruitment is difficult to evaluate
Like all collective recruitment actions, confounding factors
No connexion to donor database
Influence of other media, buzz… on audience
But
Fit with the expectations of the population
Same age categories as targeted population to be recruited
Contribute to the buzz
Low cost

15. Expected evolutions
Integration of donor’s personal data, on demand, and with their consent
Donation history
Donor card
Favorite donation sites
Next donation date
Increase attractiveness of applications
Create new kind of donor-to-donor relationship,
Awaited by many donors (Apple store feedback)
Pending on regulation authority and creation of a national unique donor database

16. Next step CRM (Customer Relationship Management) : « GRDon »
Global strategy to take into account the donation offer and the donors expectations
Combined with e-donor
Access to his personal file by the donor
Updates and changes in his data
Online dating system
Requires a national donor database, data exchange between CRM and e-donor
 Security and confidentiality of personal data
 Authorization of the national regulation agency