Earth Day 2010: The Update A Social Media Case Study <ul><li>Non-profit Leadership Series </li></ul><ul><li>October 6, 201...
Agenda <ul><li>Brief speaker/organization introduction </li></ul><ul><li>Earth Day – Columbus style </li></ul><ul><li>Soci...
Your Presenter <ul><li>Tad Dritz </li></ul><ul><ul><li>Founder and Director of Green Columbus </li></ul></ul><ul><ul><ul><...
About Green Columbus Scioto Olentangy <ul><li>Founded in October 2007 </li></ul><ul><li>Non-profit 501c3 </li></ul><ul><li...
Earth Day 2010: The Update <ul><li>40 th  Anniversary </li></ul><ul><li>Three day format </li></ul><ul><li>April 17 & 18 –...
Marketing Goal & Strategy <ul><li>Our goal was clear    More worksite volunteers </li></ul><ul><ul><li>Only way to sign-u...
Example Ads Poster (9x17) On-line Ads (linked to Update2010.org) Print Ad
Update2010.org
Volunteer Registration
Social Media Strategies <ul><li>Social media is only one aspect of an integrated marketing plan </li></ul><ul><li>Update20...
Green Bikes <ul><li>A call was put out on Facebook for bikes beyond repair </li></ul><ul><li>They were painted green and d...
Keeping Follower Engaged <ul><li>Update Your Facts! </li></ul><ul><ul><li>Every Monday leading up to Earth Day </li></ul><...
Not Everything Worked <ul><li>Social media is a great place to experiment </li></ul><ul><ul><li>Failure cost practically n...
Results – Web Traffic
Results – On the Ground <ul><li>~4,000 volunteers put in 13,500 person-hours: </li></ul><ul><ul><li>Planting 8,262 trees, ...
Video <ul><li>www.vimeo.com/groups/update2010/videos/11075680 </li></ul>
Thank You Questions?
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Gc social media 092910

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Gc social media 092910

  1. 1. Earth Day 2010: The Update A Social Media Case Study <ul><li>Non-profit Leadership Series </li></ul><ul><li>October 6, 2010 </li></ul>
  2. 2. Agenda <ul><li>Brief speaker/organization introduction </li></ul><ul><li>Earth Day – Columbus style </li></ul><ul><li>Social media is only one component of an integrated marketing plan </li></ul><ul><li>Social media initiatives </li></ul><ul><li>Results/tracking </li></ul><ul><li>Lessons learned </li></ul>
  3. 3. Your Presenter <ul><li>Tad Dritz </li></ul><ul><ul><li>Founder and Director of Green Columbus </li></ul></ul><ul><ul><ul><li>Led rebirth of Earth Day in Columbus </li></ul></ul></ul><ul><ul><ul><li>Honored as a visionary by CYP & CFF </li></ul></ul></ul><ul><ul><li>Active environmentalist </li></ul></ul><ul><ul><ul><li>Member of Mayor Michael B. Coleman’s Green Team </li></ul></ul></ul><ul><ul><ul><li>Guest lecturer at OSU Fisher College of Business </li></ul></ul></ul><ul><ul><li>Development professional </li></ul></ul><ul><ul><ul><li>Cleantech companies </li></ul></ul></ul><ul><ul><ul><li>Economic developers </li></ul></ul></ul><ul><ul><ul><li>Non-profit organizations </li></ul></ul></ul><ul><ul><li>Education </li></ul></ul><ul><ul><ul><li>MBA/MS Natural Resources & Environment – University of Michigan </li></ul></ul></ul><ul><ul><ul><li>BS Chemical Engineering – Ohio University </li></ul></ul></ul>
  4. 4. About Green Columbus Scioto Olentangy <ul><li>Founded in October 2007 </li></ul><ul><li>Non-profit 501c3 </li></ul><ul><li>Promotes sustainable living by: </li></ul><ul><li>Providing Forums </li></ul><ul><li>Raising Awareness </li></ul><ul><li>Encouraging Action </li></ul>
  5. 5. Earth Day 2010: The Update <ul><li>40 th Anniversary </li></ul><ul><li>Three day format </li></ul><ul><li>April 17 & 18 – volunteer worksites </li></ul><ul><li>April 22 – celebration at Franklin Park </li></ul><ul><li>Goals </li></ul><ul><li>10,000+ volunteers </li></ul><ul><li>Zero waste to landfill </li></ul>
  6. 6. Marketing Goal & Strategy <ul><li>Our goal was clear  More worksite volunteers </li></ul><ul><ul><li>Only way to sign-up was at Update2010.org </li></ul></ul><ul><ul><li>All marketing efforts directed people to Update2010.org </li></ul></ul><ul><li>Marketing efforts included </li></ul><ul><ul><li>Radio partnerships with WCBE and ClearChannel </li></ul></ul><ul><ul><li>Print & interactive partnership with Dispatch Media Group </li></ul></ul><ul><ul><li>Interactive partnership with Earth Day Network </li></ul></ul><ul><ul><li>Posters </li></ul></ul><ul><ul><li>Print ads </li></ul></ul><ul><ul><li>Seeding articles & interviews </li></ul></ul><ul><ul><li>Social Media </li></ul></ul>
  7. 7. Example Ads Poster (9x17) On-line Ads (linked to Update2010.org) Print Ad
  8. 8. Update2010.org
  9. 9. Volunteer Registration
  10. 10. Social Media Strategies <ul><li>Social media is only one aspect of an integrated marketing plan </li></ul><ul><li>Update2010.org </li></ul><ul><ul><li>Focused links to our own website with rich content regarding Earth Day event </li></ul></ul><ul><ul><li>On-line worksite registration tool with option to post selection to Facebook </li></ul></ul><ul><li>Facebook </li></ul><ul><ul><li>Used Green Columbus account, not Earth Day account </li></ul></ul><ul><li>Twitter </li></ul><ul><ul><li>Updates from events </li></ul></ul>
  11. 11. Green Bikes <ul><li>A call was put out on Facebook for bikes beyond repair </li></ul><ul><li>They were painted green and decorated to highlight environmental causes </li></ul><ul><ul><li>Clean rivers </li></ul></ul><ul><ul><li>Community gardens </li></ul></ul><ul><ul><li>Recycling </li></ul></ul><ul><li>Placed around town in visible locations with flags directing people to Update2010.org </li></ul><ul><li>Google map showed their location </li></ul><ul><li>All this was done by an ambitious volunteer intern </li></ul>
  12. 12. Keeping Follower Engaged <ul><li>Update Your Facts! </li></ul><ul><ul><li>Every Monday leading up to Earth Day </li></ul></ul><ul><ul><li>Feature 2 environmental milestones from each of the past 4 decades </li></ul></ul><ul><li>Hump Day Tips </li></ul><ul><ul><li>Environmental tip every week on Wednesday </li></ul></ul><ul><li>Continually promoted and directed to the Update2010.org website </li></ul><ul><li>Photo/video contest </li></ul>
  13. 13. Not Everything Worked <ul><li>Social media is a great place to experiment </li></ul><ul><ul><li>Failure cost practically nothing </li></ul></ul><ul><li>Some Earth Day flops </li></ul><ul><ul><li>Re-tweeting tweets from  organizations or people involved with volunteering or celebration </li></ul></ul><ul><ul><li>Earth Day stories </li></ul></ul><ul><ul><li>How updated are you? Quiz </li></ul></ul><ul><ul><li>Video contest </li></ul></ul>
  14. 14. Results – Web Traffic
  15. 15. Results – On the Ground <ul><li>~4,000 volunteers put in 13,500 person-hours: </li></ul><ul><ul><li>Planting 8,262 trees, and another 5,440 native plants </li></ul></ul><ul><ul><li>Collecting 2,027 bags of trash </li></ul></ul><ul><ul><li>Cleaning 23 miles of waterway </li></ul></ul><ul><ul><li>Diverting 15,000 pounds of material that would have gone to the landfill </li></ul></ul><ul><ul><li>Recycling 2.2 tons of tires </li></ul></ul><ul><ul><li>Removing 100 graffiti tags </li></ul></ul><ul><ul><li>Building 115 raised beds </li></ul></ul><ul><ul><li>Preparing 47 community gardens </li></ul></ul><ul><li>Also had a successful celebration at Franklin Park Conservatory </li></ul>
  16. 16. Video <ul><li>www.vimeo.com/groups/update2010/videos/11075680 </li></ul>
  17. 17. Thank You Questions?

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