2. Reachout – Anti-bullying Case Study
1. Summary of program and results
2. Program component details
3. Results details
4. About WeeWorld and related case studies
3. WeeWorld and Reachout
Facilitating social activism and anti-bullying
• To support the Anti-bullying Taskforce, founded organically by
Program community members, WeeWorld partnered with ReachOut.com
to provide teens with access to information and tools for self-
expression and activism, allowing them to tell each other their
Summary stories, support each other and practice and advocate for anti-
bullying.
• To date more than 600,000 unique users have participated in the program
• 32% of all logged users participate in first 3 months, then 22% ongoing
• 442,000 assets downloaded in first 3 months, to date over 700,000
• 1.3M viral impressions per day in first 3 months
Results •
•
•
100,000 anti-bullying trophies completed
8,000 Forum posts to date
30,000 add ReachOut’s Anastasia Goodstein as a friend
• 1,000 WeeWorlders send emails to Anastasia telling their stories
• 80 help resources sent by WeeWorld customer service team
• WeeWorld becomes #1 referrer to ReachOut.com
4. Reachout – Anti-bullying Case Study
1. Summary of program and results
Program component details
3. Results details
4. About WeeWorld and related case studies
5. Organic evolution of a movement
Dear,Weeworld staff
I have started a crew called The Anti Bully Task
Force. It is currently 116 members and growing.
I also have a website to help my crew
members, as well as anyone who wants more
information on the subject. I help them gladly
and often at the cost of myself getting insulted. I
get alot of grateful weemees thanking me for
my dedication to stomping out cyberbullying as
best I can.
Thank you,
Sly Evans
6. Organic evolution of a movement
The Anti Bully Task Force…are a very well reputable
group of weemees that go around standing up against
those that are putting down others, and they also
calmly support those under stress from bullies etc. As
one of the members of that force, The leader
(12foxy12) and I have been trying to start a small
movement week in Weeworld. It started off just as an
idea But I've also thought that, If weeworld were to
back up the force with this. That would be good.
Weeworld can hope to gain more of a safe
environment in this site, with the help of other
weemees -Weemees who are a part of this
movement, may feel a sense of belonging as they
have something to do that Weeworld claims is helping
the site. It will add MEANING. So if you think this
proposal was okay, please tell me so. If not, please
put me back in my place(: thanks, Alisa”
10. Anastasia joins the community
• Anastasia quickly becomes a celebrity ramping to 30,000 friends
http://www.weeworld.com/home/anastasia
• Hundreds of emails are received and some are highlighted on her page with guidelines and
links to more advice
11. Room hangout for watching videos
• Rooms highlight selected ReachOut.com videos keyed to themes being discussed
12. ReachOut.com Trophy
Did you know that popular celebs like
Robert Pattinson, Brittany Snow, Lady
Gaga, Megan Fox & our very own
PRESIDENT Barack Obama, were all
victims of bullying? Join Anastasia
Goodstein from ReachOut.com and
75 level boosters WeeWorld’s anti-bullying taskforce to take a
50 green points stand against bullies.
15. Reachout – Anti-bullying Case Study
1. Summary of program and results
2. Program component details
Results details
3. About WeeWorld and related case studies
17. 32% of all logins participate in program
Users Saving a Reach Out Asset by Day Since Launch
40,000
35,000
30,000
25,000
20,000
15,000
10,000
5,000
0
4/8/2011 5/8/2011 6/8/2011 7/8/2011 8/8/2011 9/8/2011 10/8/2011
Users Saves
20. Taskforce establishes rules
posting them to their WeeWorld blogs
The guidlines are this...
*Never Bully... Never Hack.. Never Cuss..
*Be a good listener and answer nicely.
*Try to if you can, reason with the weemee that is
making hurtful comments.
*Let them know that weeworld does not tolerate
bullys and they will get reported.
*Offer tips to a victim like. Block the bully and
remove them from friendlist.
*Stick up for victims in world if you can...
*This is NOT to ever take over an Ambassadors
job.
Just guide weemees getting bullied to an
Ambassadors for help
21. User-generated videos on anti-bullying
http://www.youtube.com/watch?v=yWnSouoWF3A
http://www.youtube.com/watch?v=sxzqMvJRFb4&feature=related
22. 1,000 emails sent to Anastasia
80 help resource referrals
Key Observations from emails:
• Offline bullying either physical or
relational/girl bullying is dominant in these
emails vs. cyberbullying
• Girl/Relational bullying most emailed
about (exclusion, rumor spreading, etc.)
• Definitely a theme of a lot of adults not
listening or taking complaints seriously
Help resource referrals
• When users expressed immediate need
for help, WeeWorld referred directly to
Reachout and other help resources
23. We surveyed members of the Task Force
And Fans of Anastasia
And found:
• 56% say the main reason they joined the
ABTF was they wanted to do something
positive to end bullying.
• More than half have visited
Reachout.com and 87% find it either
useful or extremely useful!
• 83% have visited Anastasia’s page and
81% have found her either helpful or
extremely helpful
24. “Anastasia is a great “Thank you
person and she helped Anastasia, this is
“Anastasia I Love Your me think that I dont something i could go
Work Keep it Up!” need to stoop to their to if i ever have an
level and let them win! issue or need help[;
I am a person too.” it means alot to me.!”
XxHolyItzTannorxX SmileySavvi theREALChanelle
26. Reachout – Anti-bullying Case Study
1. Summary of program and results
2. Program component details
3. Results details
About WeeWorld and related case studies
27. Why do teens flock to WeeWorld.com?
- WeeMees are a reflection of self, not a fantasy character
- WeeWorld is a small version of the real world allowing users to interact
and evolve their identities through social play
- WeeWorld has grown to 2M unique users through word of mouth only
28. WeeWorld.com – top teen social game
• 50M WeeMeescreated on
WeeWorld.com and other
sites
• Top 10 U.S. teen site
• 1-year return tenure
29. WeeWorld.com - Virtual Goods
• 17% of audience monetizes
• Millions of virtual goods
downloaded per week
• Decorative, functional, branded
and behavioral virtual goods
• Variety of payment methods
31. Case study:
Partnership for a Drug-free America
• Partnership for a Drug-Free America teamed up with WeeWorld to educate teens
about substance abuse prevention and the real-life consequences of drug and
Program alcohol use. At the center of the campaign was an actual young adult named JT
who is in recovery from substance abuse and addiction. Through his
WeeMee, home page and room, JT visually interacted with a growing base of over
Summary 20,000 WeeWorld friends, posted messages and shared weekly scenarios drawn
from the Partnership’s teen-targeted site, CheckYourself.com.
• 212,000 assets downloaded over 2 months
• 47M viral impressions
• 20,000 friend JT, read and share advice
Results •
•
Brand awareness for CheckYourself.com tripled
Dramatic increase in traffic to CheckYourself.com
• Ongoing, WeeWorld remains a top 10 referrer to Checkyourself.com
• Campaign receives National Annual Media Recognition award
32. Case study: The Truth
American Legacy Foundation
• In an effort to educate US teens (13-17) on the truth about the tobacco industry, the
American Legacy Foundation has partnered with WeeWorld through various social game
Program executions, including two site-wide quests which sent users on a scavenger hunt for facts
to expose these facts. The first quest focused on the harmful effects of tobacco while the
second quest focused on truth’s cleverly conceived Shards O’ Glass campaign, a fake
Summary company that produces harmful treats. Additionally, WeeWorld created a number of virtual
assets for users to decorate their avatars, all based on elements of the truth’s campaign.
• 519,000 assets downloaded over 4 months
• 123M viral impressions
Results •
•
25M impressions + millions of bonus impressions
31,000 quest completions
• 63,000 game page impressions
Notes de l'éditeur
View in slide show mode to hyperlink **Will you be working from the links or is this just a nice to have?**
Modeled on our successful program with Partnership for a Drug Free America, WeeWorld and ReachOut continue to facilitate social activism and positive behavior at scale for our growing and passionate user base.
Last winter a group of users form an Anti-bullying Taskforce and let us know – many of the users who form and join the taskforce are a dedicated group of WeeMees that have applied to be a WeeWorld ambassador. These are volunteer WeeMees who have been carefully vetted by WeeWorld and help welcome new WeeMees and answer questions from the userbase, and support customer service by reporting WeeMees who break the rules. By the time we find out about the Taskforce, most, if not all Ambassadors are members.
Then we received a request for help to support the movement – “WeeMees who are a part of this movement may feel a sense of belonging as they have something to do that WeeWorld claims is helping the site. It will add MEANING.”
Needless to say, we immediately mobilized to support this incredible movement. Early on in the development of WeeWorld, we had consulted with danahboyd on best practices and had been in conversations with Anastasia for years first at Ypulse and then in her role at Reachout.com. We connected with Anastasia immediately and got her involved. Created a series of virtual goods to be offered for free to WeeWorldersCeleb spokesperson – Anastasia from ReachOut
Reachout.com is integrated as a resource in our help center under the Safety section2012 will see an expanded presence and include video.
We embedded the task force directly into the game play on WeeWorld – to complete the trophy, users had to make a friend and visit the Reachout store where they would get linked to resources for Reachout and the Taskforce...
Establish a dedicated Forum for the Task Force with tips about how to deal with bullying online and links to the free TaskForce GearUsers post here to declaireto the community that they are joining the effort.
Ongoing blog posts, notification panels on login and custom Reachout/Taskforce store.
We created 6 assets at launch – Teddy bear, speech bubbles, tshirts, hats...and gave them away for freeDuring launch over 442K assets were downloaded...and that number continues to grow – it’s now over 700K and we have about a dozen assets This is on a par with other cause campaigns we’ve done Cause campaigns perform nearly as well as brand campaigns (ex: Skintimate) and about half as well as iconic brand campaigns ex: Crush, Coca Cola
The program had enormous momentum andhas sustained.Largest peak at launch and then ongoing as we launch new phases of the campaign32% of logins participate at launch, ongoing today that number still remains at 22%More than 700,000 Reachout assets have been downloaded so far
As users adopt ReachOut assets they become ReachOut ambassadors for their friends.Whenever an asset is displayed either on WeeWorld or around the web when their WeeMee is shared to Facebook, etc., we count the impressions showing the vast reach attained as these items are shared
http://antibullytaskforceofficialsite.webs.com/
WeeWorld official ambassadors are vetted by Customer Service and are volunteers that help other WeeMees feel welcome and get information.WeeWorld Customer Service and WeeWorld ambassadors work with Taskforce members and Taskforce is always careful not to take the place of Ambassadors.ABTF members are also more likely than the general population to volunteer for the leadership position of Ambassadors (waiting for stat here)
Members of the taskforce create and post videos about antibullying on WeeWorld
WeeWorld/Reachout partnership provides a place to express and share their experiences, and a directly embedded way to get users connected to resources for help.
WeeWorld/Reachout partnership provides a place to express and share their experiences, and a directly embedded way to get users connected to resources for help.
Anastasia personifiesReachout to WeeWorlders – it’s truly touching to see them respond to her and to the support they are getting.
Why do teens flock to WeeWorld? What makes the site grow organically?To evolve identity and values through social playThis behavior that is key to evolving identity...through affiliations, friends, career, sports, hobbies, games, TV shows, entertainment, music, etc.70% change their WeeMeeonce per weekVisual self expression through iconic avatar, room, games and interactionsWeeWorld as a site grows organically, friend to friend, by word of mouth
We monetize 17% of our logged in audience every monthIn a given week, 40% of our audience have gold currency in their acct.30-minute session times
Direct Advertising on WeeWorld is completely integrated into the game and site experienceWhile most virtual goods on the site require users to earn or purchase currency...advertisers bring FREE premium items to the communityIn the real world, providing gifts, tokens, and product samples to millions of teens is impossible...on WeeWorld it’s a realityWe have been integrating brand campaigns for years for a wide range of brands including Procter & Gamble, Skintimate, Coca Cola, Crush etc.
We’re very proud of our Campaign for PDFA and it provided a model for our program with ReachOutWeeWorld campaigns deliver value virally long after the original campaign is complete.WeeWorld is consistently among their the top 10 referrers 1 year+after the campaign ran.Traffic is coming from JTs home page and from the campaign environment which users can still add to their pages which contains a link to Checkyourself.comAward:http://www.drugfree.org/newsroom/the-partnership-at-drugfree-org-announces-winners-of-national-annual-media-recognition-awards
The Truth was an extensive 2-phasecampaign that included assets,games, custom world environments,quests, videos, standard media and home page takeovers.