calgary reads social media case study
DESCRIPTION
Updated June 16, 2009 to show final results. Presentation delivered to Third Tuesday Calgary outlining the social media campaign for the CBC/Calgary Reads Book Sale and mid-campaign resultsTRANSCRIPT
Calgary Reads Adopts Social Media
A case study of social media philanthropy
Doug Lacombe, MBAwww.DougLacombe.com
Andrew McIntyre, BAwww.AndrewMcIntyre.ca
Doug Lacombe, MBAwww.DougLacombe.com
Andrew McIntyre, BAwww.AndrewMcIntyre.ca
About Calgary Reads
• Calgary Reads is an early literacy initiative that changes the lives of struggling grade two readers and their families in Calgary and area schools.
Objectives
Build traffic for the CBC/Calgary Reads book sale May 1-3, 2009
Leave Calgary Reads with a social media “publishing platform”
Background
2009 book sale 7th annual
Prior year promotions consisted of: CBC on air mentions
Overpass banners
Neighborhood signage
E-mail blasts
Posters
PSAs
The Platform
Doug Lacombe, MBAwww.DougLacombe.com
Andrew McIntyre, BAwww.AndrewMcIntyre.ca
Dialogue vs. Broadcast
Doug Lacombe, MBAwww.DougLacombe.com
Andrew McIntyre, BAwww.AndrewMcIntyre.ca
The Schedule
Doug Lacombe, MBAwww.DougLacombe.com
Andrew McIntyre, BAwww.AndrewMcIntyre.ca
Success Metrics
# of FB fans/page views # Twitter followers
Tweets/Retweets Wordpress audience stats (views/visits) SMR stats (views) Media mentions Book sale attendees (surveys) Book sale revenue CR staff adoption
Doug Lacombe, MBAwww.DougLacombe.com
Andrew McIntyre, BAwww.AndrewMcIntyre.ca
Facebook results by June 15/09
Doug Lacombe, MBAwww.DougLacombe.com
Andrew McIntyre, BAwww.AndrewMcIntyre.ca
Twitter results by June 15/09
Doug Lacombe, MBAwww.DougLacombe.com
Andrew McIntyre, BAwww.AndrewMcIntyre.ca
Wordpress results by June 15/09
Doug Lacombe, MBAwww.DougLacombe.com
Andrew McIntyre, BAwww.AndrewMcIntyre.ca
SMR results by June 15/09
Doug Lacombe, MBAwww.DougLacombe.com
Andrew McIntyre, BAwww.AndrewMcIntyre.ca
Media mentions at June 15/09
• U of C Gauntlet
• Numerous community newsletters
• CBC on-air mentions
Doug Lacombe, MBAwww.DougLacombe.com
Andrew McIntyre, BAwww.AndrewMcIntyre.ca
Book sale results
Doug Lacombe, MBAwww.DougLacombe.com
Andrew McIntyre, BAwww.AndrewMcIntyre.ca
Areas for improvement
• Twitter stats, more RTs
• Facebook sharing
• Media mentions
• More dialog/sharing, less broadcast
• Continue to build fan/follower base
• SEO
Doug Lacombe, MBAwww.DougLacombe.com
Andrew McIntyre, BAwww.AndrewMcIntyre.ca
Next Steps
Transition to ongoing advocacy publishing Train volunteer(s) & delegate Add e-commerce “donate now” Track key metrics monthly
Doug Lacombe, MBAwww.DougLacombe.com
Andrew McIntyre, BAwww.AndrewMcIntyre.ca
Questions?
Search “Calgary Reads” on Facebook, or go to calgaryreads.wordpress.com
Doug Lacombe, MBAwww.DougLacombe.com
Andrew McIntyre, BAwww.AndrewMcIntyre.ca
Appendix A – Survey Results
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