Social Media Case Study using ReForest London's "Amazing Tree Quest" as an example of how to engage audiences and encourage people to contribute content within a social, online environment.

1. Bill Wittur, Bottree Digital Services Katie Van Den Berg, ReForest London

2. contents About ReForest London Concept Build Promotion Impact Opportunities

3. ReForest London

4. ATQ Concept OBJECTIVE: Launch a site that would allow people of London to tell stories about their favourite trees TIMING: April – Sept 2009

5. Challenges Taking the leap to 100% online (trusting users) Advancing the site structure to accommodate this new approach Promoting the Quest on a limited budget

6. Solutions rTraction volunteered to develop the site Original “estimate” based on ‘street value’ of time, programming, creative, etc = $7500 Promotional efforts Google Grants Sponsor promotion Social tactics & Promotion Offline advertising General word of mouth

7. buILD: OUT WITH THE OLD …

8. Promotional efforts Initial Launch Newsletter Announcement Live Launch ‘party’ at Gibbons Park London Free Press & Londoner ‘A’ Channel & Rogers Community TV Exposure YouTube Video Social Network Promotion Brochures & Bookmarks City of London Web Site Promotion Using Google Grant Ongoing Efforts Google Grant Social tactics Sponsor promotion Offline advertising General word of mouth

9. Google Grant Success Worth up to $10,000 per month We are still using this to generate traffic for ReForest London!

10. Social Tactics @RFLDN, #ATQ on Twitter Facebook.com/Reforestlondon

11. IMPACT 250% Unique Visitors 600% Page Views

12. OPPORTUNITIES

13. 2010 OBJECTIVES: Much More Social Increased voting Mapping More and better stories Multiple pictures per entry Stronger integration and simplification of social elements (esp. those that lead into ongoing conversation) YouTube integration Your ideas please … Lots of other stuff tbd …

14. LOTS MORE SPONSORS NEEDED (Please)