roi of social media sxsw seussian case study

American Red Cross

A Seussian Case Study

Disaster Online Newsroom

http://newsroom.redcross.org

ROI

ROI

My, There are Many Kinds of ROI

old ROI new ROI

toll

soul

listening

talking

embracing

supporting energizing

What Result Did We Expect?

Weekly View Numbers for Ike Online Newsroom and Gustav Online Newsroom

0

10000

20000

30000

40000

50000

60000

8/31/2008 9/7/2008 9/14/2008 9/21/2008 9/28/2008

Gustav Newsroom Ike Newsroom

Comment on the Hurricane Ike Newsroom:

“This site was wonderful! It is a great resource for anyone in need or wanting information about current American Red Cross relief acts. Great site. Easy to navigate. Well organized. Great job! I loved the pictures! They really help you to feel like you know what is going on.”

What are the Goals?Disclose Disaster Response Process

smelly

underbellyunderstand

planned

What are the Goals?

less calls

show our vols

juggling disaster balls

What are the Goals?

be quicker

be slicker

Why use Social Media for Disaster Response?

distribute info when the wind gets breezy

Who is the Audience?

Media

People affected and their families

Supporters

Who is the Audience?..and what is their motivation?

influence

sustenance

assurance

curious

Define the MetricsWhat did we want to become?

Trusted

Fast

Top of MindHelpful

What are the benchmarks?

0

2000

4000

6000

8000

10000

12000

14000

9/4/2008 9/11/2008 9/18/2008 9/25/2008

views & hits

try, try, try links

subjects

What are the benchmarks?

add?

take away?

increasing clout?

Pick the tools

main fuel

show glory

for the earsvolunteers

What is our Progress?

0

10,000

20,000

30,000

40,000

50,000

60,000

70,000

80,000

90,000

Midwest Floodsand Tornadoes

Hurricane Gustav Hurricane Ike

tell me, tell me, what is new?

Analyze Results, Glean Insight, and Take Action

room to grow try out to all out

accident? accomplishment?

http://newsroom.redcross.org