Earth Day 2010: The Update

A Social Media Case Study

Non-profit Leadership Series

October 6, 2010

Agenda

Brief speaker/organization introduction

Earth Day – Columbus style Social media is only one component

of an integrated marketing plan Social media initiatives Results/tracking Lessons learned

Your Presenter

Tad Dritz Founder and Director of Green Columbus

Led rebirth of Earth Day in Columbus Honored as a visionary by CYP & CFF

Active environmentalist Member of Mayor Michael B. Coleman’s Green Team Guest lecturer at OSU Fisher College of Business

Development professional Cleantech companies Economic developers Non-profit organizations

Education MBA/MS Natural Resources & Environment – University

of Michigan BS Chemical Engineering – Ohio University

About Green Columbus

SciotoOlentangy

Founded in October 2007 Non-profit 501c3 Promotes sustainable

living by: Providing Forums Raising Awareness Encouraging Action

Earth Day 2010: The Update

40th Anniversary Three day format April 17 & 18 –

volunteer worksites April 22 – celebration

at Franklin Park Goals 10,000+ volunteers Zero waste to landfill

Marketing Goal & Strategy

Our goal was clear More worksite volunteers Only way to sign-up was at Update2010.org All marketing efforts directed people to

Update2010.org

Marketing efforts included Radio partnerships with WCBE and ClearChannel Print & interactive partnership with Dispatch Media

Group Interactive partnership with Earth Day Network Posters Print ads Seeding articles & interviews Social Media

Example AdsPoster (9x17)

On-line Ads (linked to Update2010.org)

Print Ad

Update2010.org

Volunteer Registration

Social Media Strategies

Social media is only one aspect of an integrated marketing plan

Update2010.org Focused links to our own website with rich

content regarding Earth Day event On-line worksite registration tool with option to

post selection to Facebook

Facebook Used Green Columbus account, not Earth Day

account

Twitter Updates from events

Green Bikes A call was put out on Facebook for

bikes beyond repair They were painted green and

decorated to highlight environmental causes Clean rivers Community gardens Recycling

Placed around town in visible locations with flags directing people to Update2010.org

Google map showed their location All this was done by an ambitious

volunteer intern

Keeping Follower Engaged

Update Your Facts! Every Monday leading up to Earth Day Feature 2 environmental milestones

from each of the past 4 decades Hump Day Tips

Environmental tip every week on Wednesday

Continually promoted and directed to the Update2010.org website

Photo/video contest

Not Everything Worked

Social media is a great place to experiment Failure cost practically nothing

Some Earth Day flops Re-tweeting tweets from  organizations

or people involved with volunteering or celebration

Earth Day stories How updated are you? Quiz Video contest

Results – Web Traffic

Results – On the Ground

~4,000 volunteers put in 13,500 person-hours: Planting 8,262 trees, and another 5,440 native

plants Collecting 2,027 bags of trash Cleaning 23 miles of waterway Diverting 15,000 pounds of material that would

have gone to the landfill Recycling 2.2 tons of tires Removing 100 graffiti tags Building 115 raised beds Preparing 47 community gardens

Also had a successful celebration at Franklin Park Conservatory

Video

www.vimeo.com/groups/update2010/videos/11075680

Thank You

Questions?