Social Media Case Study Slam: Learning

Slide 1: Case Study: Easter Seals Facebook Causes Challenge Eve Smith Assistant Director, Interactive Marketing Easter Seals esmith@easterseals.com March 20, 2008

Slide 2: Help, hope and answers 2

Slide 3: Facebook Causes Challenge “50 Days to Earn $50,000 for Your Cause” December 14, 2007 to February 1, 2008 http://giving.casefoundation.org/givingchallenge/home 3

Slide 4: Have you tested the water yet? Photo by The Brit 2 4

Slide 5: 5

Slide 6: Our goals • Identify Facebook users with tie to autism • Evaluate traction of Easter Seals brand • Gather friends for future messaging 6

Slide 7: 7

Slide 8: Image by Sam Foster 8

Slide 9: 9

Slide 10: 10

Slide 11: 11

Slide 12: 12

Slide 13: Results Goal 24hr results # of donors 200 7 $ raised $2000 $100 # of friends ? 68 13

Slide 14: 14

Slide 15: “Influencers” may be more valuable than donors 15

Slide 16: Lessons Learned  Strategy matters  Dedicate time – more than you think  It’s a deep dive, not a toe dip Photo by JennyHuang 16

Slide 17: Lessons Learned  Have bite-size pieces ready  Difficult to learn about the tool as you slingshot a campaign  Prepare supporters before you need them to act 17

Slide 18: Lessons Learned  Set realistic expectations  It’s an experiment  Planting a flag takes commitment and resources Photo by PDR 18

Slide 19: Photo by Burning Image 19

Slide 20: Eve Smith Assistant Director, Interactive Marketing Easter Seals Email: esmith@easterseals.com Web: www.easterseals.com 20