Calgary Reads  Adopts Social Media A case study of social media philanthropy Doug Lacombe, MBA www.DougLacombe.com Andrew ...
About Calgary Reads <ul><li>Calgary Reads is an early literacy initiative that changes the lives of struggling grade two r...
Objectives <ul><li>Build traffic for the CBC/Calgary Reads book sale May 1-3, 2009 </li></ul><ul><li>Leave Calgary Reads w...
Background <ul><li>2009 book sale 7 th  annual </li></ul><ul><li>Prior year promotions consisted of: </li></ul><ul><ul><li...
The Platform
Dialogue vs. Broadcast
The Schedule
Success Metrics <ul><li># of FB fans/page views </li></ul><ul><li># Twitter followers </li></ul><ul><ul><li>Tweets/Retweet...
Facebook results by June 15/09
Twitter results by June 15/09
Wordpress results by June 15/09
SMR results by June 15/09
Media mentions at June 15/09 <ul><li>U of C Gauntlet </li></ul><ul><li>Numerous community newsletters </li></ul><ul><li>CB...
Book sale results
Areas for improvement <ul><li>Twitter stats, more RTs </li></ul><ul><li>Facebook sharing </li></ul><ul><li>Media mentions ...
Next Steps <ul><li>Transition to ongoing advocacy publishing </li></ul><ul><li>Train volunteer(s) & delegate </li></ul><ul...
Questions? Search “Calgary Reads” on Facebook, or go to calgaryreads.wordpress.com
Appendix A – Survey Results Switch to ZINC Research PowerPoint
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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.

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CBC/Calgary Reads Social Media Case Study

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