Calgary Reads Adopts Social Media A case study of social media philanthropy Doug Lacombe, MBA www.DougLacombe.com Andrew McIntyre, BA www.AndrewMcIntyre.ca

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 .

Calgary Reads is an early literacy initiative that changes the lives of struggling grade two readers and their families in Calgary and area schools .

Objectives Build traffic for the CBC/Calgary Reads book sale May 1-3, 2009 Leave Calgary Reads with a social media “publishing platform”

Build traffic for the CBC/Calgary Reads book sale May 1-3, 2009

Leave Calgary Reads with a social media “publishing platform”

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

2009 book sale 7 th annual

Prior year promotions consisted of:

CBC on air mentions

Overpass banners

Neighborhood signage

E-mail blasts

Posters

PSAs

The Platform

Dialogue vs. Broadcast

The Schedule

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

# 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

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 U of C Gauntlet Numerous community newsletters CBC on-air mentions

U of C Gauntlet

Numerous community newsletters

CBC on-air mentions

Book sale results

Areas for improvement Twitter stats, more RTs Facebook sharing Media mentions More dialog/sharing, less broadcast Continue to build fan/follower base SEO

Twitter stats, more RTs

Facebook sharing

Media mentions

More dialog/sharing, less broadcast

Continue to build fan/follower base

SEO

Next Steps Transition to ongoing advocacy publishing Train volunteer(s) & delegate Add e-commerce “donate now” Track key metrics monthly

Transition to ongoing advocacy publishing

Train volunteer(s) & delegate

Add e-commerce “donate now”

Track key metrics monthly

Questions? Search “Calgary Reads” on Facebook, or go to calgaryreads.wordpress.com

Appendix A – Survey Results Switch to ZINC Research PowerPoint