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ROI of Listening American Red Cross Case Study Slam
Me <ul><li>Social Media lover first. Job followed. Not a PR person. </li></ul><ul><li>Like most English majors, I’m not go...
American Red Cross <ul><li>Katrina hit </li></ul><ul><li>We know people are talking but we’re not listening to conversatio...
Project Listen The What
Project Listen The Why
Project Listen The Outcome
Project Listen The Outcome <ul><li>Internal Social Media adoption </li></ul><ul><li>Awareness of customer service issues <...
Project Listen Process
Project Listen Process
Project Listen Process <ul><li>Andrew Ferguson dot NET </li></ul><ul><li>“ I took an American Red Cross class I thought wa...
Project Listen Process
Project Listen Process
Project Listen Results
Project Listen Results <ul><li>Internal Feedback </li></ul><ul><li>External Feedback </li></ul>
Project Listen Challenges <ul><li>Culture Shift </li></ul><ul><li>Major culture shift and period of adoption.  </li></ul><...
Project Listen Challenges Firewall
Project Listen Successes <ul><li>By documenting conversation, created internal value. Now everyone wants the feedback. </l...
Project Listen Successes <ul><li>By showing up in site stats and reaching out, created external value: You matter and we’r...
Project Listen Key Learning Listening really is a gateway drug.  Easy to aggregate data to make systemic change recommenda...
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08NTC Social Media ROI Case Study Slam: ROI of Listening

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08NTC Social Media ROI Case Study Slam: ROI of Listening

  1. ROI of Listening American Red Cross Case Study Slam
  2. Me <ul><li>Social Media lover first. Job followed. Not a PR person. </li></ul><ul><li>Like most English majors, I’m not good at measuring stuff. </li></ul><ul><li>Social Media Integrator at American Red Cross for about a year. </li></ul>
  3. American Red Cross <ul><li>Katrina hit </li></ul><ul><li>We know people are talking but we’re not listening to conversation. </li></ul><ul><li>First, feeling defensive and like going to war. </li></ul><ul><li>Needed more transparency </li></ul><ul><li>Now, embracing social media. </li></ul>
  4. Project Listen The What
  5. Project Listen The Why
  6. Project Listen The Outcome
  7. Project Listen The Outcome <ul><li>Internal Social Media adoption </li></ul><ul><li>Awareness of customer service issues </li></ul><ul><li>Informing PR strategies </li></ul>
  8. Project Listen Process
  9. Project Listen Process
  10. Project Listen Process <ul><li>Andrew Ferguson dot NET </li></ul><ul><li>“ I took an American Red Cross class I thought was less than satisfactory. […] Someone found my blog post and told the local chapter director. He called me to talk about it honestly. […] They care about me and they’re willing to go the extra mile. […] This gives the American Red Cross HUGE points. I am now significantly more likely to take another class than I was before.” </li></ul>
  11. Project Listen Process
  12. Project Listen Process
  13. Project Listen Results
  14. Project Listen Results <ul><li>Internal Feedback </li></ul><ul><li>External Feedback </li></ul>
  15. Project Listen Challenges <ul><li>Culture Shift </li></ul><ul><li>Major culture shift and period of adoption. </li></ul><ul><li>Fear </li></ul><ul><li>Not a one-to-one value yet (hard to measure) </li></ul>
  16. Project Listen Challenges Firewall
  17. Project Listen Successes <ul><li>By documenting conversation, created internal value. Now everyone wants the feedback. </li></ul><ul><li>Relationship building lays groundwork for future campaigns to raise time, money, and blood. </li></ul><ul><li>Baby step has made the case for integrating social media in all ARC communications. </li></ul>
  18. Project Listen Successes <ul><li>By showing up in site stats and reaching out, created external value: You matter and we’re open to listening to you and incorporating your ideas. </li></ul><ul><li>Achieving a higher degree of transparency. </li></ul>
  19. Project Listen Key Learning Listening really is a gateway drug. Easy to aggregate data to make systemic change recommendations. Don’t forget the little guys and one-on-one relationships.

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