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CBC/Calgary Reads Social Media Case Study
CBC/Calgary Reads Social Media Case Study
CBC/Calgary Reads Social Media Case Study
CBC/Calgary Reads Social Media Case Study
CBC/Calgary Reads Social Media Case Study
CBC/Calgary Reads Social Media Case Study
CBC/Calgary Reads Social Media Case Study
CBC/Calgary Reads Social Media Case Study
CBC/Calgary Reads Social Media Case Study
CBC/Calgary Reads Social Media Case Study
CBC/Calgary Reads Social Media Case Study
CBC/Calgary Reads Social Media Case Study
CBC/Calgary Reads Social Media Case Study
CBC/Calgary Reads Social Media Case Study
CBC/Calgary Reads Social Media Case Study
CBC/Calgary Reads Social Media Case Study
CBC/Calgary Reads Social Media Case Study
CBC/Calgary Reads Social Media Case Study
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CBC/Calgary Reads Social Media Case Study

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An integrated traditional and social media marketing campaign developed for non-profit Calgary Reads by Doug Lacombe and Andrew McIntyre to promote attendance to a large annual fund raising book sale.

An integrated traditional and social media marketing campaign developed for non-profit Calgary Reads by Doug Lacombe and Andrew McIntyre to promote attendance to a large annual fund raising book sale.

Published in: Business, News & Politics
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Transcript

  • 1. Calgary Reads Adopts Social Media A case study of social media philanthropy Doug Lacombe, MBA www.DougLacombe.com Andrew McIntyre, BA www.AndrewMcIntyre.ca
  • 2. About Calgary Reads
    • Calgary Reads is an early literacy initiative that changes the lives of struggling grade two readers and their families in Calgary and area schools .
  • 3. Objectives
    • Build traffic for the CBC/Calgary Reads book sale May 1-3, 2009
    • Leave Calgary Reads with a social media “publishing platform”
  • 4. Background
    • 2009 book sale 7 th annual
    • Prior year promotions consisted of:
      • CBC on air mentions
      • Overpass banners
      • Neighborhood signage
      • E-mail blasts
      • Posters
      • PSAs
  • 5. The Platform
  • 6. Dialogue vs. Broadcast
  • 7. The Schedule
  • 8. Success Metrics
    • # of FB fans/page views
    • # Twitter followers
      • Tweets/Retweets
    • Wordpress audience stats (views/visits)
    • SMR stats (views)
    • Media mentions
    • Book sale attendees (surveys)
    • Book sale revenue
    • CR staff adoption
  • 9. Facebook results by June 15/09
  • 10. Twitter results by June 15/09
  • 11. Wordpress results by June 15/09
  • 12. SMR results by June 15/09
  • 13. Media mentions at June 15/09
    • U of C Gauntlet
    • Numerous community newsletters
    • CBC on-air mentions
  • 14. Book sale results
  • 15. Areas for improvement
    • Twitter stats, more RTs
    • Facebook sharing
    • Media mentions
    • More dialog/sharing, less broadcast
    • Continue to build fan/follower base
    • SEO
  • 16. Next Steps
    • Transition to ongoing advocacy publishing
    • Train volunteer(s) & delegate
    • Add e-commerce “donate now”
    • Track key metrics monthly
  • 17. Questions? Search “Calgary Reads” on Facebook, or go to calgaryreads.wordpress.com
  • 18. Appendix A – Survey Results Switch to ZINC Research PowerPoint

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