ROI of Social Media SXSW Seussian Case Study

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Presentation given on Beth Kanter's ROI Poetry Slam panel at SXSWi 2009.

Published in: Technology, News & Politics
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ROI of Social Media SXSW Seussian Case Study

  1. 1. American Red Cross A Seussian Case Study Disaster Online Newsroom http://newsroom.redcross.org
  2. 2. ROI ROI
  3. 3. My, There are Many Kinds of ROI old ROI new ROI
  4. 4. toll soul
  5. 5. What Result Did We Expect? alking t embrac ing zi ng er gi liste en n g ning r ti o u pp s
  6. 6. Weekly View Numbers for Ike Online Newsroom and Gustav Online Newsroom Comment on the Hurricane Ike Newsroom: “This site was wonderful! It is a great resource for anyone in need or wanting information about 60000 current American Red Cross relief acts. Great site. Easy to navigate. Well organized. Great job! I loved the pictures! They really help you to 50000 feel like you know what is going on.” 40000 30000 20000 10000 0 8/31/2008 9/7/2008 9/14/2008 9/21/2008 9/28/2008 Gustav Newsroom Ike Newsroom
  7. 7. What are the Goals? Disclose Disaster Response Process un de y rst der bell an un d sm ell nned y p la
  8. 8. What are the Goals? less calls  juggling disaster balls  show our vols
  9. 9. What are the Goals? be quicker be slicker
  10. 10. Why use Social Media for Disaster Response? distribute info when the wind gets breezy
  11. 11. Who is the Audience? Su pp ort M edia e rs People affected and their families
  12. 12. Who is the Audience? ..and what is their motivation? influence assurance curious sustenance
  13. 13. Define the Metrics What did we want to become? Fast d Truste He lpf ul M in d f Topo
  14. 14. What are the benchmarks? try, try, try links 14000 12000 10000 8000 6000 4000 2000 0 9/4/2008 9/11/2008 9/18/2008 9/25/2008 views & hits subjects
  15. 15. What are the benchmarks? add? take away? increasing clout?
  16. 16. Pick the tools main fuel show glory for the ears volunteers
  17. 17. What is our Progress? 90,000 80,000 70,000 60,000 50,000 40,000 30,000 20,000 10,000 tell me, tell me, 0 what is new? Midwest Floods and Tornadoes Hurricane Gustav Hurricane Ike
  18. 18. Analyze Results, Glean Insight, and Take Action room to grow try out to all out
  19. 19. accident? accomplishment?
  20. 20. http://newsroom.redcross.org

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