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08NTC Social Media ROI Case Study Slam: ROI of Listening
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08NTC Social Media ROI Case Study Slam: ROI of Listening







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08NTC Social Media ROI Case Study Slam: ROI of Listening Presentation Transcript

  • 1. ROI of Listening American Red Cross Case Study Slam
  • 2. Me
    • Social Media lover first. Job followed. Not a PR person.
    • Like most English majors, I’m not good at measuring stuff.
    • Social Media Integrator at American Red Cross for about a year.
  • 3. American Red Cross
    • Katrina hit
    • We know people are talking but we’re not listening to conversation.
    • First, feeling defensive and like going to war.
    • Needed more transparency
    • Now, embracing social media.
  • 4. Project Listen The What
  • 5. Project Listen The Why
  • 6. Project Listen The Outcome
  • 7. Project Listen The Outcome
    • Internal Social Media adoption
    • Awareness of customer service issues
    • Informing PR strategies
  • 8. Project Listen Process
  • 9. Project Listen Process
  • 10. Project Listen Process
    • Andrew Ferguson dot NET
    • “ I took an American Red Cross class I thought was less than satisfactory. […] Someone found my blog post and told the local chapter director. He called me to talk about it honestly. […] They care about me and they’re willing to go the extra mile. […] This gives the American Red Cross HUGE points. I am now significantly more likely to take another class than I was before.”
  • 11. Project Listen Process
  • 12. Project Listen Process
  • 13. Project Listen Results
  • 14. Project Listen Results
    • Internal Feedback
    • External Feedback
  • 15. Project Listen Challenges
    • Culture Shift
    • Major culture shift and period of adoption.
    • Fear
    • Not a one-to-one value yet (hard to measure)
  • 16. Project Listen Challenges Firewall
  • 17. Project Listen Successes
    • By documenting conversation, created internal value. Now everyone wants the feedback.
    • Relationship building lays groundwork for future campaigns to raise time, money, and blood.
    • Baby step has made the case for integrating social media in all ARC communications.
  • 18. Project Listen Successes
    • By showing up in site stats and reaching out, created external value: You matter and we’re open to listening to you and incorporating your ideas.
    • Achieving a higher degree of transparency.
  • 19. Project Listen Key Learning Listening really is a gateway drug. Easy to aggregate data to make systemic change recommendations. Don’t forget the little guys and one-on-one relationships.