A strong positive correlation between the increased media coverage and the number of new members registering on the website.
The ASPCA knows that, on average, every increase in web traffic of 100,000 visitors results in 7,000 new registered users, which is worth about $175,000 total net to the organization over their lifetime.
Desirable discussion in Consumer Generated Media (CGM) had a stronger relationship with online donations (r=.866) than desirable exposure in MSM outlets (r=.423)
Also, desirable exposure in the traditional media has a very strong (r=.88) relationship with desirable discussion in consumer-generated outlets
Link to Full Case Study: http://tinyurl.com/29angn
Case Study: English Cut In-House: Thomas Mahon Consultant: Hugh McLeod
In guest exit surveys, more said they were made aware of the new coaster from the Internet than from television.
With a budget of $44,000, the overall cost per impression for the social media campaign was $0.22 versus $1.00 for television.
Using the survey to determine who came to ride Journey to Atlantis and also heard about it on the Internet, it was estimated that the visitors who were impacted by the project represented over $2.6 million in revenue.
Link to Full Case Study: http://tinyurl.com/JTAROI