American Red Cross
A Seussian Case Study
Disaster Online Newsroom
http://newsroom.redcross.org

ROI
ROI

My, There are Many Kinds of ROI
old ROI new ROI

toll
soul

What Result Did We Expect?
alking
t
embrac
ing
zi ng
er gi
liste en
n g ning
r ti
o
u pp
s

Weekly View Numbers for Ike Online Newsroom and
Gustav Online Newsroom
Comment on the Hurricane Ike Newsroom:
“This site was wonderful! It is a great resource
for anyone in need or wanting information about
60000 current American Red Cross relief acts. Great
site. Easy to navigate. Well organized. Great
job! I loved the pictures! They really help you to
50000 feel like you know what is going on.”
40000
30000
20000
10000
0
8/31/2008 9/7/2008 9/14/2008 9/21/2008 9/28/2008
Gustav Newsroom Ike Newsroom

What are the Goals?
Disclose Disaster Response Process
un
de
y rst
der bell an
un d
sm
ell nned
y p la

What are the Goals?
less calls 
juggling disaster
balls 
show our vols

What are the Goals?
be quicker
be slicker

Why use Social Media for Disaster Response?
distribute info when the wind gets breezy

Who is the Audience?
Su
pp
ort
M edia e rs
People affected and their families

Who is the Audience?
..and what is their motivation?
influence assurance
curious
sustenance

Define the Metrics
What did we want to become?
Fast
d
Truste
He
lpf
ul M in d
f
Topo

What are the benchmarks?
try, try, try links
14000
12000
10000
8000
6000
4000
2000
0 9/4/2008 9/11/2008 9/18/2008 9/25/2008
views & hits subjects

What are the benchmarks?
add?
take away?
increasing clout?

Pick the tools
main fuel
show glory
for the ears
volunteers

What is our Progress?
90,000
80,000
70,000
60,000
50,000
40,000
30,000
20,000
10,000
tell me, tell me, 0
what is new? Midwest Floods
and Tornadoes
Hurricane Gustav Hurricane Ike

Analyze Results, Glean Insight, and
Take Action
room to grow try out to all out

accident? accomplishment?

http://newsroom.redcross.org