ROI of Listening American Red Cross Case Study Slam

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.

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.

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.

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.

Project Listen The What

Project Listen The Why

Project Listen The Outcome

Project Listen The Outcome Internal Social Media adoption Awareness of customer service issues Informing PR strategies

Internal Social Media adoption

Awareness of customer service issues

Informing PR strategies

Project Listen Process

Project Listen Process

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.”

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.”

Project Listen Process

Project Listen Process

Project Listen Results

Project Listen Results Internal Feedback External Feedback

Internal Feedback

External Feedback

Project Listen Challenges Culture Shift Major culture shift and period of adoption. Fear Not a one-to-one value yet (hard to measure)

Culture Shift

Major culture shift and period of adoption.

Fear

Not a one-to-one value yet (hard to measure)

Project Listen Challenges Firewall

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.

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.

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.

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.

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.