ROI of Social Media SXSW Seussian Case Study
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![Page 1: ROI of Social Media SXSW Seussian Case Study](https://reader033.fdocuments.us/reader033/viewer/2022061217/54b534b44a7959f8228b45de/html5/thumbnails/1.jpg)
American Red Cross
A Seussian Case Study
Disaster Online Newsroom
http://newsroom.redcross.org
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ROI
ROI
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My, There are Many Kinds of ROI
old ROI new ROI
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toll
soul
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listening
talking
embracing
supporting energizing
What Result Did We Expect?
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Weekly View Numbers for Ike Online Newsroom and Gustav Online Newsroom
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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.”
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What are the Goals?Disclose Disaster Response Process
smelly
underbellyunderstand
planned
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What are the Goals?
less calls
show our vols
juggling disaster balls
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What are the Goals?
be quicker
be slicker
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Why use Social Media for Disaster Response?
distribute info when the wind gets breezy
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Who is the Audience?
Media
People affected and their families
Supporters
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Who is the Audience?..and what is their motivation?
influence
sustenance
assurance
curious
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Define the MetricsWhat did we want to become?
Trusted
Fast
Top of MindHelpful
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What are the benchmarks?
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9/4/2008 9/11/2008 9/18/2008 9/25/2008
views & hits
try, try, try links
subjects
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What are the benchmarks?
add?
take away?
increasing clout?
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Pick the tools
main fuel
show glory
for the earsvolunteers
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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?
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Analyze Results, Glean Insight, and Take Action
room to grow try out to all out
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accident? accomplishment?
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http://newsroom.redcross.org