1. Social Media @ St Paul’s
Floods 2012 Case Study

2. Content isn’tking. Conversation isking
Content isjust something totalkabout
-CoryDoctrow

3. Participationisthenewconsumption
-Trendwatch2010

4. Wearenot inthebusiness ofsupporting a
media industry, weareinthebusiness of
connecting withcustomers
-TrevorEdwardsVPNikeBrandManagment

5. Content Marketing=Participating in
activitiesfacilitated by the brand

6. Content Marketing=
Experience Marketing


7. Weareinthebusiness ofexperience

8. At it’s core, social media is sharing
and conversation.

9. The Old Way – single way publishing
The New Way – conversation,
commenting, feedback, exchange,
information from multiple sources

11. Outlets
SPGS setup a multi channelled strategy to
disseminate news about the flood.
Website To host ongoing information and be central contact
point for core messages
Facebook To direct community to information and host
discussion
Twitter To give real-time updates
Storify To aggregate our and many media sources for our
community

12. Engagement
Ouraim:
Consistentlyandcontinuouslyshareinformation
fromourcommunity
Curatingcontenttobe usefulsourceof
informationforourcommunity
FunnelcontenttoSPGSwebsite

13. Engagement
0
200
400
600
800
1000
1200
1400
Mon 2/27 Tue 2/28 Wed 2/29 Thu 3/1 Fri 3/2 Sat 3/3 Sun 3/4 Mon 3/5 Tue 3/6 Wed 3/7 Thu 3/8 Fri 3/9 Sat 3/10 Sun 3/11
Homepage
Floodpage

14. Engagement
Storify
Total views 2329
Facebook
Total views 2250
Twitter
Total views 1720

15. Engagement
St Paul’s Website – www.stpauls.nsw.edu.au
Average daily visitors* to website in January & February 2012
901.86
Average daily visitors* to website in during 28th Feb to 12th March
2475
Average daily pageviews* to website in January & February 2012
6874
Average daily pageviews * to website in during 28th Feb to 12th March
14071
Total visitors to flood2012 page
1967
Total homepage visitors
9563

16. Engagement
Total interactions
17829

17. Engagement

18. Engagement

19. Take aways?
Massiveuptake(‘reflood’thefollowingFriday)
Communityvoice
Encouragesconversation& thuscommunity
Enablesinstantfeedback& clarification

20. Thanks!
@weatherhead
@spgs