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12 flood social media

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12 flood social media

  1. 1. Social Media @ St Paul’sFloods 2012 Case Study
  2. 2. Content isn’tking. Conversation iskingContent isjust something totalkabout-CoryDoctrow
  3. 3. Participationisthenewconsumption-Trendwatch2010
  4. 4. Wearenot inthebusiness ofsupporting amedia industry, weareinthebusiness ofconnecting withcustomers-TrevorEdwardsVPNikeBrandManagment
  5. 5. Content Marketing=Participating inactivitiesfacilitated by the brand
  6. 6. Content Marketing=Experience Marketing
  7. 7. Weareinthebusiness ofexperience
  8. 8. At it’s core, social media is sharingand conversation.
  9. 9. The Old Way – single way publishingThe New Way – conversation,commenting, feedback, exchange,information from multiple sources
  10. 10. OutletsSPGS setup a multi channelled strategy todisseminate news about the flood.Website To host ongoing information and be central contactpoint for core messagesFacebook To direct community to information and hostdiscussionTwitter To give real-time updatesStorify To aggregate our and many media sources for ourcommunity
  11. 11. EngagementOuraim:ConsistentlyandcontinuouslyshareinformationfromourcommunityCuratingcontenttobe usefulsourceofinformationforourcommunityFunnelcontenttoSPGSwebsite
  12. 12. Engagement0200400600800100012001400Mon 2/27 Tue 2/28 Wed 2/29 Thu 3/1 Fri 3/2 Sat 3/3 Sun 3/4 Mon 3/5 Tue 3/6 Wed 3/7 Thu 3/8 Fri 3/9 Sat 3/10 Sun 3/11HomepageFloodpage
  13. 13. EngagementStorifyTotal views 2329FacebookTotal views 2250TwitterTotal views 1720
  14. 14. EngagementSt Paul’s Website – www.stpauls.nsw.edu.auAverage daily visitors* to website in January & February 2012901.86Average daily visitors* to website in during 28th Feb to 12th March2475Average daily pageviews* to website in January & February 20126874Average daily pageviews * to website in during 28th Feb to 12th March14071Total visitors to flood2012 page1967Total homepage visitors9563
  15. 15. EngagementTotal interactions17829
  16. 16. Engagement
  17. 17. Engagement
  18. 18. Take aways?Massiveuptake(‘reflood’thefollowingFriday)CommunityvoiceEncouragesconversation& thuscommunityEnablesinstantfeedback& clarification
  19. 19. Thanks!@weatherhead@spgs

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