Case Study: Knight News Challenge
2008‐09
Using social media to drive
awareness & engagement (while
being lean but not mean)
Susan Mernit
Social Media for Social AcFon
October2009

How to use social media tools—Facebook, TwiNer, Flickr
& blogs—to create awareness for your project that will
get you new audiences, deeper user engagement and
more buzz—without a lot of cost: a case study.

Knight News Challenge (newschallenge.org):
 Annual compeFFon awarding $5MM in funds to projects that support
local news and discussion in specific geographic communiFes (3 yrs)
 Open compeFFon, anyone can enter, products MUST be open source
 InternaFonal reach, proposals sought from wide range of communiFes

Goals for 2008‐09 challenge:
 Improve quality and diversity of
applicaFons
 Improve peer support and peer
mentoring experiences at start of program
 Strengthen internaFonal applicaFons,
parFcularly in Asia What we had to work with:
 Part Fme team of 3 people: 5 hours a
week each for 2 months
 $2,500 events budget
 Free social media tools
Results we achieved:
 47 % increase in traffic to newschallenge.org
 50% increase in unique visitors
 17,000 uniques at site last day of compeFFon, 100%
increase
 224 blog posts about program compared to 24 the
previous year
 Vibrant community: 1,800 registrants for NC Garage

So how did we do that?

Made A Plan w/Measurable Goals
Goals:
 Increase awareness in tech &
social media communities
 Create viral buzz,
blogosphere
 Diversify applications
 Build community
Tactics:
 Orchestrate program of blogging
 Local meet-ups
 Build Garage, peer review/mentoring
 Multiple Facebook groups & events
 Email blasts across the world
 Outreach to key influencers
 Multiple twitter accounts 2X day for 2
months

Executed plan, on a schedule
• Built 2 month, 3X a • AcFve flickr groups;
week schedule for blog • #hashtag, #knc09
posts; asked reviewers • 2X week email blasts
to blog
• 9 live meet ups across
• Assigned main
US over 2 months
twiNerer; retweeted,
thanks others for • Video tesFmonials
retweets • Repeated contacts w/
influencers, bloggers

Budgeted Fme & money
• Time • Money
– Assigned staffers, – P/T social media
distributed Fme over community manager for
week 2 months, 15 hours week
– Minimized lingering, – Free spaces for meet‐
turned social media OFF ups, soda & chips for
– Weekly call discussing snacks
roles, impact, goals for – No hotel bills; planned
week with Knight travel

Results
 2,323 entries submitted
 60,000 mentions of “Knight
News Challenge” on non-Knight
sites in 2008; 110% increase
from 2007
 1,800 registrants, Garage;
50% applied
 400 attendees, live meet-ups;
50% applied
 700 links to mentions of the
events indexed in Google, 30
photos on Flickr tagged Knight
News Challenge meet up)
 Write ups NYT, Valleywag

Why did this work ?

Social Networks are growing VERY
Twitter Facebook
QUICKLY
FriendFeed Flickr YouTube

Adults have joined FB & TwiNer
In the past year, Twitter traffic has grown 3,700%; minutes
spent on Facebook have increased 700% in the same time
frame
In the U.S, total minutes spent on social networking sites have increased 83 percent year‐over‐year.
Visitors aged 25 to 34 and 35 to 49 were the highest indexing age groups on Facebook, represenQng 27
percent and 23 percent as more likely to visit the site than the average user, respecQvely.

RecommendaFons for Success
PLAN A SOCIAL MEDIA
CAMPAIGN
 Delegate bloggers,
writers, editors to Twitter,
cross-link
 Develop strong presence
on Facebook
 Live tweets some events
Make one staffer accountable; provide support and tools a la
@andycarvin @ NPR.org
13

What to measure
• Increase in traffic
• Increase uniques
• Increase frequency of visits
• Increase followers & fans
• Increase bloggers (new pipeline)
• Re‐tweets
• @replies to staffers
• Links to your content

Tools to use to measure
Web traffic Social Media
• Google analyFcs • Bit.ly: measures clicks
– How to videos • TwiNercounter
• Count registraFons
• Count comments

Real Time Resources to learn more
 Public Media Collaborative, volunteer group
dedicated to free and low cost training in social
media—jpin the FB group(http://bit.ly/1UkVC)
 Net Squared Net Tuesdays, monthly meet-ups
at Tech Soup Global, San Francisco, next
meeting (http://www.netsquared.org)
 Non profit boot camp, Craigslist Foundation
http://craigslistfoundation.org/schedule.html

Web resources for follow‐up
 Social media for social action, Susan Mernit, white
paper documenting social media outreach by The Knight
News Challenge & others
http://susanmernit.com/services/
 Beth Kanter’s Blog: How Nonprofits Can Use Social
Media-http://beth.typepad.com
 Deanna Zandt, forthcoming book, Share This! How You
Will Change the World With Social Networking!
(Barrett-Koehler) &her blog: http://deannazandt.com
 Rebecca Leaman, Wild Apricot’s Non Profit Tech Blog,
http://www.wildapricot.com/blogs/newsblog
 SocialBrite, social tools for social change,
http://socialbrite.org

Thanks for listening!
Susan Mernit
susan@oaklandlocal.com
Twitter: susanmernit
Oakland Local
http://oaklandlocal.com
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