Wtf is social media?The Garage Sale Trail Case Study                               1
2
People using the Internet totalk to each other.                           3
Yes!   IT IS A BIG DEAL.                           4
But people talking to eachother is nothing new              In fact grassroots community              organisations are ex...
But sometimeswe freak out aboutall the newwhizz banggadgetry tochoose from.                     So, how do                ...
Here’s one we prepared earlier.Thanks Moira!                                  7
T he Garage Sale Trail
Background
On April 10 last year, thousands of people all over Australia helpgarage sales.The goal was to bring people together, redi...
Social media was the enabler.                                11
T he Garage Sale Trail began in a real place, with realpeople*, Facebook was used to share information among them.        ...
The Garage Sale Trail worked at a   hyper-local level.
Everyone that participated had a reason toself-organise.We provided the tools to help them do it.                         ...
The point was to use theInternet to get people off              Sneakythe Internet...huh?
Well it wasn’t the whole point.We had a   problem.And we were pretty clear on what we needed to do to solveit.            ...
The problem was lots of wastefulconsumption and a culture of dumping inBondi.We figured that this was probablyhappening in...
We wanted to reduce consumption and introduce a culture ofre-distribution and re-use as an alternative model.So we used th...
Our key insight is that if a problem is a   social one.So it made sense that the solution also be   social.Stating the obv...
Objectives
1. Reduce waste & landfill
2. Facilitate Redistribution
3. Bring Locals together
4. Stimulate local economies
5. Inspire creativity
6. Have fun
Objectives
Collaboration.
The Garage Sale Trail was a collaborationbetween people, groups, andorganisations - this is why sharinginformation was so ...
Our weapons of choice.
Social media tools enabled usto see where garage sales wereplotted on the map, to show ourpartners what we were doing,to r...
social mediaBut it wasn’t all justtraditional media PR also played animportant role.
Relevant. Honest. Open.                          35
Content.
Inspire. Inform. Educate.                            38
Ambassadors
Images.Video. Copy.Events.          41
YouTube.
Web & Mobile Integration.                            48
Social Media Channels.                         52
The day...• Participant data taken from Garage Sale Trail Participant Survey 2011
Number of registered garage sales Australia-wide1,613jGarage Sale Trail Participant Survey May 2011
Total number of participating households3,387 Based on an average 2.1 participating households per salejGarage Sale Trail ...
The number of shoppers Australia-wide77,259• That means an average of 48 shoppers attended  each garage salejGarage Sale T...
Number of items redistributed per sale    45    • That’s approx 72,585 items Australia-widejGarage Sale Trail Participant ...
Total volume redistributed Australia-wide     49,591                                      kgs   • That’s an average of 1,9...
Money made per garage sale    $331jGarage Sale Trail Participant Survey May 2011
Average pocket money spent locally      81%jGarage Sale Trail Participant Survey May 2011
New neighbours met 6• 9,742 new community connections Australia-widejGarage Sale Trail Participant Survey May 2011
Percentage of people who will participantagain next year  88%jGarage Sale Trail Participant Survey May 2011
372Print articles
248   Radio impressions
1596Online mentions
343,303 Social media impressions
68+Total media reach across all channelsmillion
WHAT PARTICIPANTS SAID
"I already know most of my neighbours, but met one new one and    another helped me pack up as the dark clouds came over”
“I participated to de-clutter, reduce landfill      and encourage others to reuse”
“I will participate again next year for sure! It will       motivate me to do a yearly clear out”
"I had fun meeting everyone who     came to my garage sale”
What’s next?
Remember!          Social media tools are enablers         Community is what really matters    What motivates people to en...
Have fun!
T hank youwww.facebook.com/G2Swww.goodytwoshoes.net.auhttp://au.linkedin.com/in/goodytwoshoesFollow Me @Jem1llerjess@goody...
The Garage Sale Trail Social Media Case Study
The Garage Sale Trail Social Media Case Study
The Garage Sale Trail Social Media Case Study
The Garage Sale Trail Social Media Case Study
The Garage Sale Trail Social Media Case Study
The Garage Sale Trail Social Media Case Study
The Garage Sale Trail Social Media Case Study
The Garage Sale Trail Social Media Case Study
The Garage Sale Trail Social Media Case Study
The Garage Sale Trail Social Media Case Study
The Garage Sale Trail Social Media Case Study
The Garage Sale Trail Social Media Case Study
The Garage Sale Trail Social Media Case Study
The Garage Sale Trail Social Media Case Study
The Garage Sale Trail Social Media Case Study
The Garage Sale Trail Social Media Case Study
The Garage Sale Trail Social Media Case Study
The Garage Sale Trail Social Media Case Study
The Garage Sale Trail Social Media Case Study
The Garage Sale Trail Social Media Case Study
The Garage Sale Trail Social Media Case Study
The Garage Sale Trail Social Media Case Study
The Garage Sale Trail Social Media Case Study
The Garage Sale Trail Social Media Case Study
The Garage Sale Trail Social Media Case Study
The Garage Sale Trail Social Media Case Study
The Garage Sale Trail Social Media Case Study
The Garage Sale Trail Social Media Case Study
The Garage Sale Trail Social Media Case Study
The Garage Sale Trail Social Media Case Study
The Garage Sale Trail Social Media Case Study
The Garage Sale Trail Social Media Case Study
The Garage Sale Trail Social Media Case Study
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The Garage Sale Trail Social Media Case Study

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A quick presentation for Sustainability Victoria's Community Convivium meeting on February 27, 2012 using the Garage Sale Trail as a case study.

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The Garage Sale Trail Social Media Case Study

  1. 1. Wtf is social media?The Garage Sale Trail Case Study 1
  2. 2. 2
  3. 3. People using the Internet totalk to each other. 3
  4. 4. Yes! IT IS A BIG DEAL. 4
  5. 5. But people talking to eachother is nothing new In fact grassroots community organisations are expert at this, people like you. 5
  6. 6. But sometimeswe freak out aboutall the newwhizz banggadgetry tochoose from. So, how do grassroots and community groups best use social media? 6
  7. 7. Here’s one we prepared earlier.Thanks Moira! 7
  8. 8. T he Garage Sale Trail
  9. 9. Background
  10. 10. On April 10 last year, thousands of people all over Australia helpgarage sales.The goal was to bring people together, redistribute goods,raise money and have lot’s of fun.When you think about it, the whole thing was made to besocial.
  11. 11. Social media was the enabler. 11
  12. 12. T he Garage Sale Trail began in a real place, with realpeople*, Facebook was used to share information among them. *contrary to popular belief Bondi actually exists and there are real people living there.
  13. 13. The Garage Sale Trail worked at a hyper-local level.
  14. 14. Everyone that participated had a reason toself-organise.We provided the tools to help them do it. 14
  15. 15. The point was to use theInternet to get people off Sneakythe Internet...huh?
  16. 16. Well it wasn’t the whole point.We had a problem.And we were pretty clear on what we needed to do to solveit. 16
  17. 17. The problem was lots of wastefulconsumption and a culture of dumping inBondi.We figured that this was probablyhappening in other places as well. 18
  18. 18. We wanted to reduce consumption and introduce a culture ofre-distribution and re-use as an alternative model.So we used the Internet and communication to pair people whohad stuff to sell with people that wanted to buy things. 20
  19. 19. Our key insight is that if a problem is a social one.So it made sense that the solution also be social.Stating the obvious? 21
  20. 20. Objectives
  21. 21. 1. Reduce waste & landfill
  22. 22. 2. Facilitate Redistribution
  23. 23. 3. Bring Locals together
  24. 24. 4. Stimulate local economies
  25. 25. 5. Inspire creativity
  26. 26. 6. Have fun
  27. 27. Objectives
  28. 28. Collaboration.
  29. 29. The Garage Sale Trail was a collaborationbetween people, groups, andorganisations - this is why sharinginformation was so important.Using social media to simply tell peoplethings doesn’t really work.So we used the tools to help people findthings, ask questions, self-promoteand plan their trail. 31
  30. 30. Our weapons of choice.
  31. 31. Social media tools enabled usto see where garage sales wereplotted on the map, to show ourpartners what we were doing,to record and encourageothers to create content and toinform people of what washappening on the day. 33
  32. 32. social mediaBut it wasn’t all justtraditional media PR also played animportant role.
  33. 33. Relevant. Honest. Open. 35
  34. 34. Content.
  35. 35. Inspire. Inform. Educate. 38
  36. 36. Ambassadors
  37. 37. Images.Video. Copy.Events. 41
  38. 38. YouTube.
  39. 39. Web & Mobile Integration. 48
  40. 40. Social Media Channels. 52
  41. 41. The day...• Participant data taken from Garage Sale Trail Participant Survey 2011
  42. 42. Number of registered garage sales Australia-wide1,613jGarage Sale Trail Participant Survey May 2011
  43. 43. Total number of participating households3,387 Based on an average 2.1 participating households per salejGarage Sale Trail Participant Survey May 2011
  44. 44. The number of shoppers Australia-wide77,259• That means an average of 48 shoppers attended each garage salejGarage Sale Trail Participant Survey May 2011
  45. 45. Number of items redistributed per sale 45 • That’s approx 72,585 items Australia-widejGarage Sale Trail Participant Survey May 2011
  46. 46. Total volume redistributed Australia-wide 49,591 kgs • That’s an average of 1,983kgs per participating LGA • And approx 31kgs per garage salejGarage Sale Trail Participant Survey May 2011
  47. 47. Money made per garage sale $331jGarage Sale Trail Participant Survey May 2011
  48. 48. Average pocket money spent locally 81%jGarage Sale Trail Participant Survey May 2011
  49. 49. New neighbours met 6• 9,742 new community connections Australia-widejGarage Sale Trail Participant Survey May 2011
  50. 50. Percentage of people who will participantagain next year 88%jGarage Sale Trail Participant Survey May 2011
  51. 51. 372Print articles
  52. 52. 248 Radio impressions
  53. 53. 1596Online mentions
  54. 54. 343,303 Social media impressions
  55. 55. 68+Total media reach across all channelsmillion
  56. 56. WHAT PARTICIPANTS SAID
  57. 57. "I already know most of my neighbours, but met one new one and another helped me pack up as the dark clouds came over”
  58. 58. “I participated to de-clutter, reduce landfill and encourage others to reuse”
  59. 59. “I will participate again next year for sure! It will motivate me to do a yearly clear out”
  60. 60. "I had fun meeting everyone who came to my garage sale”
  61. 61. What’s next?
  62. 62. Remember! Social media tools are enablers Community is what really matters What motivates people to engage and share?Chose social media tools based on your problems and how they can help you solve it.
  63. 63. Have fun!
  64. 64. T hank youwww.facebook.com/G2Swww.goodytwoshoes.net.auhttp://au.linkedin.com/in/goodytwoshoesFollow Me @Jem1llerjess@goodytwoshoes.net.au 97

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