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This is the review of the success of Pay It Backward Day.
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The Social Network for Do Gooders!
PIB Review – Nov 13th, 2009
Daily Challenge 2 minute video: www.dailychallenge.org/about/Daily Challenge sets world record: www.dailychallenge.org/blog/pay-it-backward-day-we-did-it/
Click link to watch video
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http://www.youtube.com/watch?v=zYBsIVT373w
REVIEW OF PIB SEP 30, 2009
Review The Goals
Measure The Results
Evaluate The ROI
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SECOND CUP’S CHALLENGE• Small steps in social media• Looking for strategy to enter • No in house social media manager• Low management cost• Franchisee participation
www.DailyChallenge.org 4
THE GOAL
Pay It Backward Day – September 30th 2009
Inspire 5000 people (Avg 29/store)
Reach 10 Million Impressions
Create New Relationships for Second Cup
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ONLINE – DailyChallenge.org
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Before PIB After PIB
Visits 5400 10,200 +
Page Views 18600 36,000 +
Pages Per Visit 3.34 3.85
Average Time On Site 3.07 3:21 Min
Visitor Location 45% CND + 24% US 70% CND + 16% US
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Pay it Backward at the Bolton Second Cup with some of the staff of www.TheRingBearer.ca
ONLINE – Facebook
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1 in 10 people invited to the event participated
Reaching over 100,000 Facebook users
Before PIB After PIB
Fan Page 623 725
Event Confirmation NA 370 +
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Pay it Backward at the Bolton Second Cup with some of the staff of www.TheRingBearer.ca
ONLINE – Twitter
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Before PIB After PIB
Followers 2100 2500+
DC Team Followers 3800 4800+
Over 200 #PIBDay Tweets
Over 1000 RT reaching over 50,000 followers
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Pay it Backward at the Bolton Second Cup with some of the staff of www.TheRingBearer.ca
ONLINE – YouTube
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Before PIB After PIB
Video 1 I’m Alive Because of SickKids
893 + FB
Video 2 Why do YOU Pay It Backward
1083 + FB
Video 3 Final Results 199 + FB
Over 2100 Video Views
ONLINE – Blogosphere
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DailyChallenge.org/blog Other
18 Blog Posts6 guest BloggersOver 4000 page views by 1900+ visitors
Over 29 blog posts outside of DailyChallenge .org/blog
TRADITIONAL – Print
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SOURCE IMPRESSIONS
Press Releases Syndicated to all major media in CND through MarketWire CNW Group. (emphasis on Ontario media)
Metro 2.6 million + web
Snap Toronto 31,000 + web
Women’s Post 100,000 + web
TRADITIONAL – Radio
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SOURCE EXPOSURE
FLOW 93.5 400,000 (Not including interview with Farley Flex)
680 NEWS 800,000
XM Radio 50,000 (interview)
TRADITIONAL – TV
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SOURCE IMPRESSIONS
Global TV (GlobalNEWS) 250,000
CBC (CBC News Now) 105,000
City TV (CityNews) 117,000
Rogers TV (Toronto Cares) 448,000 (224,000 X 2)
CHCH (News At 6) 80,000
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IN STORE – 173 Locations
IN STORE – 157 Locations
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ITEM QUANTITY (between all locations)
Posters 1000 +
Challenge Cards 60,000
IN STORE - Goal
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Over 1 in 4 people participated!
Goal Result
5000 participants 20,000 + participants
28 people / store 129 people / store
173 participating cafés 157 participating cafés
AVG Participants/Store = 20287/157 = 129 People/StoreAVG Visitors/Store = 450% Participation/Store = 29%
IN MALL
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LOCATION SEP 30TH TRAFFIC SEPT TRAFFIC
Devonshire Mall 14,874 400,000
Mapleview Shopping Centre
7,026 200,000
Vaughan Mills 28,183 800,000
Posters on entrances and inside the mall
Posters on digital displays in the mall
ESTIMATED REACH
Participants: 20,000 +
Media Reach: 6,700,000 +
Donations Raised in 1 Day: $15,000 +
Cost to SickKids Foundation: $0
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OVER 20,200 PARTICIPANTS
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Another World Record!
ENGAGEMENT
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Participation was very high: 29% vs. 6% anticipated
Program was easy to understand and participate in.
Coffee Hero: Top 5 Toronto locations had Coffee Heroes
Early activation yielded much higher results
(top 5 stores average = 693 people/store)
Higher activity at HQ: 602 increased to 1015 (68% inc.)
2nd time participation increased
STRONG FOUNDATION
Since participation is easy and fun, brand specific activation can be very effective!
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