Gc social media 092910
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Gc social media 092910

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Gc social media 092910 Gc social media 092910 Presentation Transcript

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