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Case study on using social media for cause marketing presented at Social Media Strategies Summit, San Francisco 16 September, 2010. Presenter: Matthew Broder, VP, External Communications, Pitney Bowes (@ctwordsmith) For more information about Holiday Mail for Heroes go to http://www.redcross.org/holidaymail.
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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™
