12 flood social media

Social Media @ St Paul’s Floods 2012 Case Study

Content isn’t king. Conversation is king Content is just something to talk about

-Cory Doctrow

Participation is the new consumption -Trendwatch 2010

We are not in the business of supporting a media industry, we are in the business of

connecting with customers -Trevor Edwards VP Nike Brand Managment

Content Marketing=Participating in activities facilitated by the brand

Content Marketing= Experience Marketing

We are in the business of experience

At it’s core, social media is sharing and conversation.

The Old Way – single way publishing

The New Way – conversation, commenting, feedback, exchange, information from multiple sources

Outlets

SPGS setup a multi channelled strategy to disseminate news about the flood. Website To host ongoing information and be central contact point for core messages Facebook To direct community to information and host discussion Twitter To give real-time updates Storify To aggregate our and many media sources for our community

Engagement

Our aim: Consistently and continuously share information from our community Curating content to be useful source of information for our community Funnel content to SPGS website

Engagement

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Mon 2/27 Tue 2/28 Wed 2/29 Thu 3/1 Fri 3/2 Sat 3/3 Sun 3/4 Mon 3/5 Tue 3/6 Wed 3/7 Thu 3/8 Fri 3/9 Sat 3/10 Sun 3/11

Homepage

Floodpage

Engagement

Storify Total views 2329 Facebook Total views 2250 Twitter Total views 1720

Engagement

St Paul’s Website – www.stpauls.nsw.edu.au Average daily visitors* to website in January & February 2012 901.86 Average daily visitors* to website in during 28th Feb to 12th March 2475 Average daily pageviews* to website in January & February 2012 6874 Average daily pageviews * to website in during 28th Feb to 12th March 14071 Total visitors to flood2012 page 1967 Total homepage visitors 9563

Engagement

Total interactions

17829

Engagement

Engagement

Take aways?

Massive uptake (‘reflood’ the following Friday) Community voice Encourages conversation & thus community Enables instant feedback & clarification

Thanks! @weatherhead @spgs