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The Garage Sale Trail Social Media Case Study
 

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.

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 The Garage Sale Trail Social Media Case Study Presentation Transcript

    • 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 expert at this, people like you. 5
    • But sometimeswe freak out aboutall the newwhizz banggadgetry tochoose from. So, how do grassroots and community groups best use social media? 6
    • 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, redistribute goods,raise money and have lot’s of fun.When you think about it, the whole thing was made to besocial.
    • 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. *contrary to popular belief Bondi actually exists and there are real people living there.
    • 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. 14
    • 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. 16
    • The problem was lots of wastefulconsumption and a culture of dumping inBondi.We figured that this was probablyhappening in other places as well. 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
    • 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
    • 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 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
    • 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 record and encourageothers to create content and toinform people of what washappening on the day. 33
    • 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 Participant Survey May 2011
    • The number of shoppers Australia-wide77,259• That means an average of 48 shoppers attended each garage salejGarage Sale Trail Participant Survey May 2011
    • Number of items redistributed per sale 45 • That’s approx 72,585 items Australia-widejGarage Sale Trail Participant Survey May 2011
    • 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
    • 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 engage and share?Chose social media tools based on your problems and how they can help you solve it.
    • Have fun!
    • T hank youwww.facebook.com/G2Swww.goodytwoshoes.net.auhttp://au.linkedin.com/in/goodytwoshoesFollow Me @Jem1llerjess@goodytwoshoes.net.au 97