SlideShare a Scribd company logo
1 of 21
Download to read offline
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
ROI of Social Media SXSW Seussian Case Study
What Result Did We Expect?

                              alking
                            t
                      embrac
                            ing
                                            zi ng
                                    er gi
                      liste       en
                n g        ning
         r ti
        o
   u pp
  s
Weekly View Numbers for Ike Online Newsroom and
Gustav Online Newsroom

                                   Comment on the Hurricane Ike Newsroom:
                                   “This site was wonderful! It is a great resource
                                   for anyone in need or wanting information about
60000                              current American Red Cross relief acts. Great
                                   site. Easy to navigate. Well organized. Great
                                   job! I loved the pictures! They really help you to
50000                              feel like you know what is going on.”

40000

30000

20000

10000

   0
    8/31/2008   9/7/2008   9/14/2008        9/21/2008            9/28/2008

                 Gustav Newsroom       Ike Newsroom
What are the Goals?
            Disclose Disaster Response Process


                                             un
                                               de
              y                                  rst
     der bell                                         an
un                                                       d



       sm
          ell                                        nned
              y                                  p la
What are the Goals?
less calls 



                  juggling disaster
                      balls 



               show our vols
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?

                                               Su
                                                 pp
                                                   ort
M edia                                                 e   rs




          People affected and their families
Who is the Audience?
               ..and what is their motivation?




influence             assurance
                                                 curious


                             sustenance
Define the Metrics
                  What did we want to become?


                                                Fast
      d
Truste

          He
            lpf
                  ul                              M in d
                                             f
                                         Topo
What are the benchmarks?
                   try, try, try                            links

14000

12000

10000

 8000

 6000

 4000

 2000

    0   9/4/2008     9/11/2008   9/18/2008   9/25/2008




            views & hits                                 subjects
What are the benchmarks?

          add?


        take away?


     increasing clout?
Pick the tools

main fuel



show glory



for the ears
                                volunteers
What is our Progress?
                    90,000

                    80,000

                    70,000

                    60,000

                    50,000

                    40,000

                    30,000

                    20,000

                    10,000

tell me, tell me,       0
what is new?                 Midwest Floods
                             and Tornadoes
                                              Hurricane Gustav   Hurricane Ike
Analyze Results, Glean Insight, and
            Take Action




room to grow               try out to all out
accident?   accomplishment?
http://newsroom.redcross.org

More Related Content

Similar to ROI of Social Media SXSW Seussian Case Study

Nick Sidwell - Guardian Books - The Power of Data
Nick Sidwell - Guardian Books - The Power of DataNick Sidwell - Guardian Books - The Power of Data
Nick Sidwell - Guardian Books - The Power of DataIfBookThen
 
The Dragonfly Effect: Unlocking Social Media for Impact
The Dragonfly Effect: Unlocking Social Media for Impact The Dragonfly Effect: Unlocking Social Media for Impact
The Dragonfly Effect: Unlocking Social Media for Impact Andy Smith
 
Spongebrapswok Analysis
Spongebrapswok AnalysisSpongebrapswok Analysis
Spongebrapswok AnalysisJennifer Perry
 
Sam Inkinen Open Innovation and Web 2.0
Sam Inkinen Open Innovation and Web 2.0Sam Inkinen Open Innovation and Web 2.0
Sam Inkinen Open Innovation and Web 2.0samink
 
Cultural.cohesion.upload
Cultural.cohesion.uploadCultural.cohesion.upload
Cultural.cohesion.uploadchaucerbarnes
 
Essay On Student Life Pdf
Essay On Student Life PdfEssay On Student Life Pdf
Essay On Student Life PdfKathleen Harvey
 
[SxSW 2014] a brief presentation
[SxSW 2014] a brief presentation[SxSW 2014] a brief presentation
[SxSW 2014] a brief presentationTulio Tavanielli
 
Building a metaverse in museums with VR, AR, IR - Chris Bicourt
Building a metaverse in museums with VR, AR, IR - Chris BicourtBuilding a metaverse in museums with VR, AR, IR - Chris Bicourt
Building a metaverse in museums with VR, AR, IR - Chris BicourtChrisBicourt1
 
1.7 Save the Dogs and Other Animals in Romania: How to Build Up a Charity Sta...
1.7 Save the Dogs and Other Animals in Romania: How to Build Up a Charity Sta...1.7 Save the Dogs and Other Animals in Romania: How to Build Up a Charity Sta...
1.7 Save the Dogs and Other Animals in Romania: How to Build Up a Charity Sta...Dogs Trust
 
2009 Do Cpm Info Session
2009 Do Cpm Info Session2009 Do Cpm Info Session
2009 Do Cpm Info Sessionejebop
 
How To Write A Good Opening Paragraph For An Essay
How To Write A Good Opening Paragraph For An EssayHow To Write A Good Opening Paragraph For An Essay
How To Write A Good Opening Paragraph For An EssayLaura Olson
 
Wrapping Up: Evolving Practives in AV Archiving
Wrapping Up: Evolving Practives in AV ArchivingWrapping Up: Evolving Practives in AV Archiving
Wrapping Up: Evolving Practives in AV ArchivingPrestoCentre
 
Nasa Space Tec 05 May2008 V2
Nasa Space Tec 05 May2008 V2Nasa Space Tec 05 May2008 V2
Nasa Space Tec 05 May2008 V2snopkowm
 
2009 Mainstream Trends Sparxoo
2009 Mainstream Trends Sparxoo2009 Mainstream Trends Sparxoo
2009 Mainstream Trends SparxooSparxoo
 
Essay Ozone Depletion. Online assignment writing service.
Essay Ozone Depletion. Online assignment writing service.Essay Ozone Depletion. Online assignment writing service.
Essay Ozone Depletion. Online assignment writing service.Kristin Thomas
 
The Untapped Community
The Untapped CommunityThe Untapped Community
The Untapped CommunityGood Grains
 
The Untapped Community
The Untapped CommunityThe Untapped Community
The Untapped Community4egood
 
THE NETWORKED REVOLUTION
THE NETWORKED REVOLUTIONTHE NETWORKED REVOLUTION
THE NETWORKED REVOLUTIONAmy Rae
 
University Rutgers Luke Huggins
University Rutgers Luke HugginsUniversity Rutgers Luke Huggins
University Rutgers Luke HugginsJeannie Sutton
 

Similar to ROI of Social Media SXSW Seussian Case Study (20)

Nick Sidwell - Guardian Books - The Power of Data
Nick Sidwell - Guardian Books - The Power of DataNick Sidwell - Guardian Books - The Power of Data
Nick Sidwell - Guardian Books - The Power of Data
 
The Dragonfly Effect: Unlocking Social Media for Impact
The Dragonfly Effect: Unlocking Social Media for Impact The Dragonfly Effect: Unlocking Social Media for Impact
The Dragonfly Effect: Unlocking Social Media for Impact
 
Spongebrapswok Analysis
Spongebrapswok AnalysisSpongebrapswok Analysis
Spongebrapswok Analysis
 
Sam Inkinen Open Innovation and Web 2.0
Sam Inkinen Open Innovation and Web 2.0Sam Inkinen Open Innovation and Web 2.0
Sam Inkinen Open Innovation and Web 2.0
 
Cultural.cohesion.upload
Cultural.cohesion.uploadCultural.cohesion.upload
Cultural.cohesion.upload
 
Essay On Student Life Pdf
Essay On Student Life PdfEssay On Student Life Pdf
Essay On Student Life Pdf
 
[SxSW 2014] a brief presentation
[SxSW 2014] a brief presentation[SxSW 2014] a brief presentation
[SxSW 2014] a brief presentation
 
Building a metaverse in museums with VR, AR, IR - Chris Bicourt
Building a metaverse in museums with VR, AR, IR - Chris BicourtBuilding a metaverse in museums with VR, AR, IR - Chris Bicourt
Building a metaverse in museums with VR, AR, IR - Chris Bicourt
 
1.7 Save the Dogs and Other Animals in Romania: How to Build Up a Charity Sta...
1.7 Save the Dogs and Other Animals in Romania: How to Build Up a Charity Sta...1.7 Save the Dogs and Other Animals in Romania: How to Build Up a Charity Sta...
1.7 Save the Dogs and Other Animals in Romania: How to Build Up a Charity Sta...
 
2009 Do Cpm Info Session
2009 Do Cpm Info Session2009 Do Cpm Info Session
2009 Do Cpm Info Session
 
How To Write A Good Opening Paragraph For An Essay
How To Write A Good Opening Paragraph For An EssayHow To Write A Good Opening Paragraph For An Essay
How To Write A Good Opening Paragraph For An Essay
 
Wrapping Up: Evolving Practives in AV Archiving
Wrapping Up: Evolving Practives in AV ArchivingWrapping Up: Evolving Practives in AV Archiving
Wrapping Up: Evolving Practives in AV Archiving
 
Nasa Space Tec 05 May2008 V2
Nasa Space Tec 05 May2008 V2Nasa Space Tec 05 May2008 V2
Nasa Space Tec 05 May2008 V2
 
2009 Mainstream Trends Sparxoo
2009 Mainstream Trends Sparxoo2009 Mainstream Trends Sparxoo
2009 Mainstream Trends Sparxoo
 
Jgyuyujhf
JgyuyujhfJgyuyujhf
Jgyuyujhf
 
Essay Ozone Depletion. Online assignment writing service.
Essay Ozone Depletion. Online assignment writing service.Essay Ozone Depletion. Online assignment writing service.
Essay Ozone Depletion. Online assignment writing service.
 
The Untapped Community
The Untapped CommunityThe Untapped Community
The Untapped Community
 
The Untapped Community
The Untapped CommunityThe Untapped Community
The Untapped Community
 
THE NETWORKED REVOLUTION
THE NETWORKED REVOLUTIONTHE NETWORKED REVOLUTION
THE NETWORKED REVOLUTION
 
University Rutgers Luke Huggins
University Rutgers Luke HugginsUniversity Rutgers Luke Huggins
University Rutgers Luke Huggins
 

Recently uploaded

UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdf
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdfUiPath Solutions Management Preview - Northern CA Chapter - March 22.pdf
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdfDianaGray10
 
NIST Cybersecurity Framework (CSF) 2.0 Workshop
NIST Cybersecurity Framework (CSF) 2.0 WorkshopNIST Cybersecurity Framework (CSF) 2.0 Workshop
NIST Cybersecurity Framework (CSF) 2.0 WorkshopBachir Benyammi
 
Igniting Next Level Productivity with AI-Infused Data Integration Workflows
Igniting Next Level Productivity with AI-Infused Data Integration WorkflowsIgniting Next Level Productivity with AI-Infused Data Integration Workflows
Igniting Next Level Productivity with AI-Infused Data Integration WorkflowsSafe Software
 
20230202 - Introduction to tis-py
20230202 - Introduction to tis-py20230202 - Introduction to tis-py
20230202 - Introduction to tis-pyJamie (Taka) Wang
 
Anypoint Code Builder , Google Pub sub connector and MuleSoft RPA
Anypoint Code Builder , Google Pub sub connector and MuleSoft RPAAnypoint Code Builder , Google Pub sub connector and MuleSoft RPA
Anypoint Code Builder , Google Pub sub connector and MuleSoft RPAshyamraj55
 
Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...
Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...
Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...Will Schroeder
 
UiPath Studio Web workshop series - Day 7
UiPath Studio Web workshop series - Day 7UiPath Studio Web workshop series - Day 7
UiPath Studio Web workshop series - Day 7DianaGray10
 
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...Aggregage
 
Artificial Intelligence & SEO Trends for 2024
Artificial Intelligence & SEO Trends for 2024Artificial Intelligence & SEO Trends for 2024
Artificial Intelligence & SEO Trends for 2024D Cloud Solutions
 
Empowering Africa's Next Generation: The AI Leadership Blueprint
Empowering Africa's Next Generation: The AI Leadership BlueprintEmpowering Africa's Next Generation: The AI Leadership Blueprint
Empowering Africa's Next Generation: The AI Leadership BlueprintMahmoud Rabie
 
Comparing Sidecar-less Service Mesh from Cilium and Istio
Comparing Sidecar-less Service Mesh from Cilium and IstioComparing Sidecar-less Service Mesh from Cilium and Istio
Comparing Sidecar-less Service Mesh from Cilium and IstioChristian Posta
 
Bird eye's view on Camunda open source ecosystem
Bird eye's view on Camunda open source ecosystemBird eye's view on Camunda open source ecosystem
Bird eye's view on Camunda open source ecosystemAsko Soukka
 
OpenShift Commons Paris - Choose Your Own Observability Adventure
OpenShift Commons Paris - Choose Your Own Observability AdventureOpenShift Commons Paris - Choose Your Own Observability Adventure
OpenShift Commons Paris - Choose Your Own Observability AdventureEric D. Schabell
 
Videogame localization & technology_ how to enhance the power of translation.pdf
Videogame localization & technology_ how to enhance the power of translation.pdfVideogame localization & technology_ how to enhance the power of translation.pdf
Videogame localization & technology_ how to enhance the power of translation.pdfinfogdgmi
 
COMPUTER 10 Lesson 8 - Building a Website
COMPUTER 10 Lesson 8 - Building a WebsiteCOMPUTER 10 Lesson 8 - Building a Website
COMPUTER 10 Lesson 8 - Building a Websitedgelyza
 
Secure your environment with UiPath and CyberArk technologies - Session 1
Secure your environment with UiPath and CyberArk technologies - Session 1Secure your environment with UiPath and CyberArk technologies - Session 1
Secure your environment with UiPath and CyberArk technologies - Session 1DianaGray10
 
AI You Can Trust - Ensuring Success with Data Integrity Webinar
AI You Can Trust - Ensuring Success with Data Integrity WebinarAI You Can Trust - Ensuring Success with Data Integrity Webinar
AI You Can Trust - Ensuring Success with Data Integrity WebinarPrecisely
 
Cybersecurity Workshop #1.pptx
Cybersecurity Workshop #1.pptxCybersecurity Workshop #1.pptx
Cybersecurity Workshop #1.pptxGDSC PJATK
 
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCost
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCostKubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCost
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCostMatt Ray
 
Salesforce Miami User Group Event - 1st Quarter 2024
Salesforce Miami User Group Event - 1st Quarter 2024Salesforce Miami User Group Event - 1st Quarter 2024
Salesforce Miami User Group Event - 1st Quarter 2024SkyPlanner
 

Recently uploaded (20)

UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdf
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdfUiPath Solutions Management Preview - Northern CA Chapter - March 22.pdf
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdf
 
NIST Cybersecurity Framework (CSF) 2.0 Workshop
NIST Cybersecurity Framework (CSF) 2.0 WorkshopNIST Cybersecurity Framework (CSF) 2.0 Workshop
NIST Cybersecurity Framework (CSF) 2.0 Workshop
 
Igniting Next Level Productivity with AI-Infused Data Integration Workflows
Igniting Next Level Productivity with AI-Infused Data Integration WorkflowsIgniting Next Level Productivity with AI-Infused Data Integration Workflows
Igniting Next Level Productivity with AI-Infused Data Integration Workflows
 
20230202 - Introduction to tis-py
20230202 - Introduction to tis-py20230202 - Introduction to tis-py
20230202 - Introduction to tis-py
 
Anypoint Code Builder , Google Pub sub connector and MuleSoft RPA
Anypoint Code Builder , Google Pub sub connector and MuleSoft RPAAnypoint Code Builder , Google Pub sub connector and MuleSoft RPA
Anypoint Code Builder , Google Pub sub connector and MuleSoft RPA
 
Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...
Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...
Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...
 
UiPath Studio Web workshop series - Day 7
UiPath Studio Web workshop series - Day 7UiPath Studio Web workshop series - Day 7
UiPath Studio Web workshop series - Day 7
 
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
 
Artificial Intelligence & SEO Trends for 2024
Artificial Intelligence & SEO Trends for 2024Artificial Intelligence & SEO Trends for 2024
Artificial Intelligence & SEO Trends for 2024
 
Empowering Africa's Next Generation: The AI Leadership Blueprint
Empowering Africa's Next Generation: The AI Leadership BlueprintEmpowering Africa's Next Generation: The AI Leadership Blueprint
Empowering Africa's Next Generation: The AI Leadership Blueprint
 
Comparing Sidecar-less Service Mesh from Cilium and Istio
Comparing Sidecar-less Service Mesh from Cilium and IstioComparing Sidecar-less Service Mesh from Cilium and Istio
Comparing Sidecar-less Service Mesh from Cilium and Istio
 
Bird eye's view on Camunda open source ecosystem
Bird eye's view on Camunda open source ecosystemBird eye's view on Camunda open source ecosystem
Bird eye's view on Camunda open source ecosystem
 
OpenShift Commons Paris - Choose Your Own Observability Adventure
OpenShift Commons Paris - Choose Your Own Observability AdventureOpenShift Commons Paris - Choose Your Own Observability Adventure
OpenShift Commons Paris - Choose Your Own Observability Adventure
 
Videogame localization & technology_ how to enhance the power of translation.pdf
Videogame localization & technology_ how to enhance the power of translation.pdfVideogame localization & technology_ how to enhance the power of translation.pdf
Videogame localization & technology_ how to enhance the power of translation.pdf
 
COMPUTER 10 Lesson 8 - Building a Website
COMPUTER 10 Lesson 8 - Building a WebsiteCOMPUTER 10 Lesson 8 - Building a Website
COMPUTER 10 Lesson 8 - Building a Website
 
Secure your environment with UiPath and CyberArk technologies - Session 1
Secure your environment with UiPath and CyberArk technologies - Session 1Secure your environment with UiPath and CyberArk technologies - Session 1
Secure your environment with UiPath and CyberArk technologies - Session 1
 
AI You Can Trust - Ensuring Success with Data Integrity Webinar
AI You Can Trust - Ensuring Success with Data Integrity WebinarAI You Can Trust - Ensuring Success with Data Integrity Webinar
AI You Can Trust - Ensuring Success with Data Integrity Webinar
 
Cybersecurity Workshop #1.pptx
Cybersecurity Workshop #1.pptxCybersecurity Workshop #1.pptx
Cybersecurity Workshop #1.pptx
 
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCost
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCostKubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCost
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCost
 
Salesforce Miami User Group Event - 1st Quarter 2024
Salesforce Miami User Group Event - 1st Quarter 2024Salesforce Miami User Group Event - 1st Quarter 2024
Salesforce Miami User Group Event - 1st Quarter 2024
 

ROI of Social Media SXSW Seussian Case Study

  • 1. American Red Cross A Seussian Case Study Disaster Online Newsroom http://newsroom.redcross.org
  • 2. ROI ROI
  • 3. My, There are Many Kinds of ROI old ROI new ROI
  • 4. toll soul
  • 6. What Result Did We Expect? alking t embrac ing zi ng er gi liste en n g ning r ti o u pp s
  • 7. Weekly View Numbers for Ike Online Newsroom and Gustav Online Newsroom Comment on the Hurricane Ike Newsroom: “This site was wonderful! It is a great resource for anyone in need or wanting information about 60000 current American Red Cross relief acts. Great site. Easy to navigate. Well organized. Great job! I loved the pictures! They really help you to 50000 feel like you know what is going on.” 40000 30000 20000 10000 0 8/31/2008 9/7/2008 9/14/2008 9/21/2008 9/28/2008 Gustav Newsroom Ike Newsroom
  • 8. What are the Goals? Disclose Disaster Response Process un de y rst der bell an un d sm ell nned y p la
  • 9. What are the Goals? less calls  juggling disaster balls  show our vols
  • 10. What are the Goals? be quicker be slicker
  • 11. Why use Social Media for Disaster Response? distribute info when the wind gets breezy
  • 12. Who is the Audience? Su pp ort M edia e rs People affected and their families
  • 13. Who is the Audience? ..and what is their motivation? influence assurance curious sustenance
  • 14. Define the Metrics What did we want to become? Fast d Truste He lpf ul M in d f Topo
  • 15. What are the benchmarks? try, try, try links 14000 12000 10000 8000 6000 4000 2000 0 9/4/2008 9/11/2008 9/18/2008 9/25/2008 views & hits subjects
  • 16. What are the benchmarks? add? take away? increasing clout?
  • 17. Pick the tools main fuel show glory for the ears volunteers
  • 18. What is our Progress? 90,000 80,000 70,000 60,000 50,000 40,000 30,000 20,000 10,000 tell me, tell me, 0 what is new? Midwest Floods and Tornadoes Hurricane Gustav Hurricane Ike
  • 19. Analyze Results, Glean Insight, and Take Action room to grow try out to all out
  • 20. accident? accomplishment?