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Syracuse BizBuzz


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Case study presentation of Syracuse Habitat for Humanity and their social media program success in 2010. Enjoy, feel free to contact me!

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Syracuse BizBuzz

  1. 1. Social Media Case Study: Success at Syracuse Habitat for Humanity Pat Fiorenza Syracuse Habitat for Humanity AmeriCorps VISTA Syracuse Habitat for Humanity | ReStore March 27, 2011
  2. 2. Presentation Objectives <ul><li>About Syracuse Habitat </li></ul><ul><li>Market Issues </li></ul><ul><li>Marketing Audit </li></ul><ul><li>Social Network Use at Syracuse Habitat </li></ul><ul><li>Social Media Objectives </li></ul><ul><li>Challenges </li></ul><ul><li>Best Practices </li></ul>Syracuse Habitat for Humanity | ReStore March 27, 2011
  3. 3. About Syracuse Habitat <ul><li>We are an affiliate of Habitat for Humanity International </li></ul><ul><li>Have built or renovate over 56 homes in Syracuse </li></ul><ul><li>Currently building on the Near West Side </li></ul><ul><li>Operate a ReStore </li></ul><ul><li>Youth United Program </li></ul><ul><li>InterFaith Committee </li></ul><ul><li>Woman Build Committee </li></ul>Syracuse Habitat for Humanity, Inc. works in partnership with God and people everywhere, from all walks of life, to develop communities with people in need by building and renovating houses, so that there are decent houses in decent communities in which people can live and grow into all that God intended. Syracuse Habitat for Humanity | ReStore March 27, 2011
  4. 4. Market Issues <ul><li>AmeriCorps position started in July of 2009 </li></ul><ul><li>Syracuse Habitat already was running a traditional marketing plan. Marketing programs currently include billboards, TV, radio. </li></ul><ul><li>AmeriCorps objectives were to increase public awareness of the ReStore </li></ul><ul><li>Content was not reaching our market effectively. </li></ul>Syracuse Habitat for Humanity | ReStore March 27, 2011
  5. 5. First Step: The Marketing Audit <ul><li>First step was to review all marketing materials </li></ul><ul><li>As I started to engage more and more into social media, I began reviewing all parts of Syracuse Habitat’s marketing materials </li></ul><ul><li>New Press-Kits, Updated ReStore Website, questioning traditional methods of marketing, data collection all were looked at with a more critical eye. </li></ul><ul><li>Process led to an understand of our market demands, develop user generated content, and how to deliver our content </li></ul>Syracuse Habitat for Humanity | ReStore March 27, 2011
  6. 6. What social media do we use? <ul><li>Twitter : @syracusehabitat </li></ul><ul><li>Facebook : Pages for our affiliate, ReStore, and Youth United Programs </li></ul><ul><li>Picasa Web Albums: Photos of events (volunteering, construction, homeowners, ReStore, Youth United, InterFaith, Woman Build, Events) </li></ul><ul><li>YouTube : User –Generated Content </li></ul><ul><li>EmailNow: Email blast, online donations, volunteer recruitment </li></ul><ul><li>Wordpress : User-Generated Content </li></ul>Syracuse Habitat for Humanity | ReStore March 27, 2011
  7. 7. Success With Social Media <ul><li>Syracuse Habitat started using social media more aggressively in March. </li></ul><ul><li>Green of the Crop Winner </li></ul><ul><li>Been featured in the Post-Standard Twice </li></ul><ul><li>Had an article from our Blog posted to Habitat for Humanity International’s website </li></ul><ul><li>Witnessed web traffic increase by 36% in March </li></ul>Syracuse Habitat for Humanity | ReStore March 27, 2011
  8. 8. Bringing it all together <ul><li>Great, we have had some success using social media, but what does all this mean? </li></ul><ul><li>What are our analytics reports relevant too? How do we even know if we can do better or where we should be? </li></ul><ul><li>How are we measuring our content ? </li></ul><ul><li>Are we generating meaningful traffic? </li></ul>Syracuse Habitat for Humanity | ReStore March 27, 2011
  9. 9. Bringing it all together, cont. <ul><li>What is the marketing audit really doing for you organization </li></ul><ul><ul><li>Deeper understanding of your organization </li></ul></ul><ul><ul><li>Developing Content </li></ul></ul><ul><li>Think of our education system, we are not teaching just about substantive content, but how to excel in challenging/complex environments – you’ve already learned a process on how to excel, so apply this to your marketing/social media plan. </li></ul><ul><li>Social Media happens when you’re busy making other plans! </li></ul>Syracuse Habitat for Humanity | ReStore March 27, 2011
  10. 10. Best Practices and Key Take- Aways <ul><li>Set SMART Goals. </li></ul><ul><li>Document everything </li></ul><ul><li>Brainstorm Often </li></ul><ul><li>Create a Social Media Informational Packet </li></ul><ul><li>Be patient </li></ul><ul><li>Link Content </li></ul><ul><ul><li>Examples using selective tweets on Facebook </li></ul></ul><ul><ul><li>You’ll see #fb after a lot of our tweets, the “#fb” automatically updates our Facebook pages when we post something on Twitter </li></ul></ul><ul><ul><li>Installing Widgets on Wordpress </li></ul></ul><ul><li>Have fun! </li></ul>Syracuse Habitat for Humanity | ReStore March 27, 2011
  11. 11. Contact Information Syracuse Habitat for Humanity 308 Otisco St Syracuse NY 13204 (315) 422 - 2230 [email_address] @syracusehabitat Syracuse Habitat for Humanity | ReStore March 27, 2011