Social Media for Cause Marketing - Holiday Mail for Heroes

Every connection is a new opportunity™

Social Media Case Study Holiday Mail for Heroes

Matt BroderVP, External CommunicationsPitney Bowes Inc.Sept. 16, 2010Twitter: @ctwordsmith

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Holiday Mail for Heroes is a Partnership

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Social Media is Integrated into Campaign

Celebrity EndorsementsPress Releases

Program Website

Card-Signing Events

Media Outreach

Social Media

Tools & Activities

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Distinguish Between Passive & Active

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For active channels, targeting is crucial

Mommy bloggers

Military family bloggers

Teacher bloggers

Amy Grant fans

Spontaneous bloggers

@holidaymail

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Once targeted, then engage…

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2008 2009

Blogger Outreach

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No such thing as too much content…

DC card making event

Original program video

DC veterans day event

US Congress card signing

New program video

Amy Grant’s PSA

Dr. Phil’s PSA

Hartford state card signing

Chicago Chapter volunteers

Stamford card making event

Individual videos

Walter Reed event

Thank-you

2008 Videos 2009 Videos

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www.youtube.com/watch?v=zZCPy03re30&feature=related

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No such thing as too much content…

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200

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2007 2008 2009

Flickr Images Posted

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Once engaged, then encourage & reward…

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http://www.youtube.com/watch?v=QFiqyka8e04

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Metrics Show Strong Growth…

Bloggers

2008 2009 Of Note

469 Visitors 5,973 Visitors12x increase in driving traffic to

program home page

3 videos > 10 videos> 10,000 video

views altogether

120 Tweets

56 Referrers

> 72,000 impressions; 350 additional ‘tweeps’

engaged

1,663 Tweets

555 Referrers

90 Solicited

18 Secured

Unsolicited mentions rose sharply anyway

180 Solicited

15 Secured

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Unsolicited blogger mentions increased

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Red Cross Landing Page Traffic

Veteran’s day kickoff

Final push before 12/7 PO box closing

Fox News Coverage

Total of 155K visits; fourth most popular site on redcross.org

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Social Media Drove Website Results

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Traditional Media Results Also Strong

Cumulative Media Stories: 1,249

Cumulative Impressions: 554 million

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But We Can Always Improve

New in 2010 Still Looking to Fix…

•Disparity in Brand Power

•Outreach to Education Community

•Broader Corporate Involvement

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2010 Campaign is Underway…

Lincoln Correctional Center

Lincoln, IL

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Please Join Us

Holiday Mail for HeroesPO Box 5456Capitol Heights, MD20791-5456

www.redcross.org/holidaymail

Every connection is a new opportunity™Every connection is a new opportunity™