12 flood social media
TRANSCRIPT
Social Media @ St Paul’s Floods 2012 Case Study
Content isn’t king. Conversation is king Content is just something to talk about
-Cory Doctrow
Participation is the new consumption -Trendwatch 2010
We are not in the business of supporting a media industry, we are in the business of
connecting with customers -Trevor Edwards VP Nike Brand Managment
Content Marketing=Participating in activities facilitated by the brand
Content Marketing= Experience Marketing
We are in the business of experience
At it’s core, social media is sharing and conversation.
The Old Way – single way publishing
The New Way – conversation, commenting, feedback, exchange, information from multiple sources
Outlets
SPGS setup a multi channelled strategy to disseminate news about the flood. Website To host ongoing information and be central contact point for core messages Facebook To direct community to information and host discussion Twitter To give real-time updates Storify To aggregate our and many media sources for our community
Engagement
Our aim: Consistently and continuously share information from our community Curating content to be useful source of information for our community Funnel content to SPGS website
Engagement
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600
800
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1400
Mon 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 3/11
Homepage
Floodpage
Engagement
Storify Total views 2329 Facebook Total views 2250 Twitter Total views 1720
Engagement
St Paul’s Website – www.stpauls.nsw.edu.au Average daily visitors* to website in January & February 2012 901.86 Average daily visitors* to website in during 28th Feb to 12th March 2475 Average daily pageviews* to website in January & February 2012 6874 Average daily pageviews * to website in during 28th Feb to 12th March 14071 Total visitors to flood2012 page 1967 Total homepage visitors 9563
Engagement
Total interactions
17829
Engagement
Engagement
Take aways?
Massive uptake (‘reflood’ the following Friday) Community voice Encourages conversation & thus community Enables instant feedback & clarification
Thanks! @weatherhead @spgs