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

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