Social Media Case Study Slam User Generated Content

Slide 1: The Web 2.0 ROI: Are All These New Tools Really Delivering Value to the Sector? Carie Lewis, Internet Marketing Manager The Humane Society of the United States

Slide 2: HSUS Investigation Leads to Largest Beef Recall in U.S. History

Slide 3: Michael Vick Indicted on Dogfighting Charges

Slide 9: Outcomes We increased our email file We raised awareness about dogfighting We obtained original content We engaged people in the issue

Slide 10: 22 2,500 16,494 18,487 90,000

Slide 16: Coulda, Woulda, Shoulda…. Created more buzz Captured more email addresses Generated more entries

Slide 17: Was it worth it? Examine the numbers. Quantify tangible AND intangible results. Compare to time and money spent to results. Benchmark! •Compare to past contests •Compare to similar nonprofit contests Did you get notable media coverage? Take into account relationships built. Feedback – compliments and complaints, problems, etc. Other factors – case by case basis

Slide 18: Was it worth it? Yes No Youtube Video Contest Wendy’s Flickr Photo Petition • # of list members & video views // time • Time spent // number of entries = bad spent = good • Numerous technical problems • Our first UGC contest • Uploading process took too much time • Good, original content (email) • Developed free TV PSA • Campaign was too narrow • Positive, active commenting on social • High volume of problem feedback networks • Caught attention of higher ups Case Foundation Facebook Challenge • Conveyed a powerful message to America • Time spent // number of participants = bad • Raised $3k but no contest recognition Microsoft Facebook Challenge • Wasted opportunity to message new • Payoff ($50k) // time spent = good Facebook responders • Recognition from contest win • High volume of negative feedback – people • Strong feedback and willingness from didn’t understand participants • New “Facebook responders” segment of However.. We learned from email file both campaigns!

Slide 19: Key Takeaways • Don’t get stuck on the numbers • Track time spent as you go • You have to have failures to have successes • Try new things and learn from them for next time. Take risks! • Make an ROI evaluation checklist • Pick one URL to market = easier to track • Increase participation by making it as easy as possible for the user • Designate one project manager for UGC campaigns • Disclose opt in policy and permissions of use in your contest rules • Generate more submissions by embracing pop culture and celebrities • Learn from your first UGC campaign then spend your time creating buzz • Consider tangible & intangible results compared to time spent when evaluating Remember: Even if your only time spent was staff time - time is money!

Slide 20: Thank you! Carie Lewis Internet Marketing Manager clewis@humanesociety.org http://www.linkedin.com/in/carielewis humanesociety.org/connect