Social Media for Cause Marketing - Holiday Mail for Heroes

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Case study on using social media for cause marketing presented at Social Media Strategies Summit, San Francisco 16 September, 2010. Presenter: Matthew Broder, VP, External Communications, Pitney Bowes (@ctwordsmith) For more information about Holiday Mail for Heroes go to http://www.redcross.org/holidaymail.

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Social Media for Cause Marketing - Holiday Mail for Heroes

  1. 1. Social Media Case Study Holiday Mail for Heroes Matt Broder VP, External Communications Pitney Bowes Inc. Sept. 16, 2010 Twitter: @ctwordsmith
  2. 2. Holiday Mail for Heroes is a Partnership
  3. 3. Social Media is Integrated into Campaign Celebrity Endorsements Press Releases Program Website Card-Signing Events Media Outreach Social Media Tools & Activities
  4. 4. Distinguish Between Passive & Active
  5. 5. For active channels, targeting is crucial Mommy bloggers Military family bloggers Teacher bloggers Amy Grant fans Spontaneous bloggers @holidaymail
  6. 6. Once targeted, then engage…
  7. 7. No such thing as too much content… DC card making event Original program video DC veterans day event US Congress card signing New program video Amy Grant’s PSA Dr. Phil’s PSA Hartford state card signing Chicago Chapter volunteers Stamford card making event Individual videos Walter Reed event Thank-you 2008 Videos 2009 Videos
  8. 8. www.youtube.com/watch?v=zZCPy03re30&feature=related
  9. 9. No such thing as too much content…
  10. 10. Once engaged, then encourage & reward…
  11. 11. http://www.youtube.com/watch?v=QFiqyka8e04
  12. 12. Metrics Show Strong Growth… Bloggers 2008 2009 Of Note 469 Visitors 5,973 Visitors 12x increase in driving traffic to program home page 3 videos > 10 videos > 10,000 video views altogether 120 Tweets 56 Referrers > 72,000 impressions; 350 additional ‘tweeps’ engaged 1,663 Tweets 555 Referrers 90 Solicited 18 Secured Unsolicited mentions rose sharply anyway 180 Solicited 15 Secured
  13. 13. Unsolicited blogger mentions increased
  14. 14. Red Cross Landing Page Traffic Veteran’s day kickoff Final push before 12/7 PO box closing Fox News Coverage Total of 155K visits; fourth most popular site on redcross.org
  15. 15. Social Media Drove Website Results
  16. 16. Traditional Media Results Also Strong Cumulative Media Stories: 1,249 Cumulative Impressions: 554 million
  17. 17. But We Can Always Improve New in 2010 Still Looking to Fix… <ul><li>Disparity in Brand Power </li></ul><ul><li>Outreach to Education Community </li></ul><ul><li>Broader Corporate Involvement </li></ul>
  18. 18. 2010 Campaign is Underway… Lincoln Correctional Center Lincoln, IL
  19. 19. Please Join Us Holiday Mail for Heroes PO Box 5456 Capitol Heights, MD 20791-5456 www.redcross.org/holidaymail
  20. 20. Every connection is a new opportunity ™ Every connection is a new opportunity ™

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