cbc/calgary reads social media case study
DESCRIPTION
An integrated traditional and social media marketing campaign developed for non-profit Calgary Reads by Doug Lacombe and Andrew McIntyre to promote attendance to a large annual fund raising book sale.TRANSCRIPT
![Page 1: CBC/Calgary Reads Social Media Case Study](https://reader033.vdocuments.net/reader033/viewer/2022061206/54826d36b47959fb0c8b47d0/html5/thumbnails/1.jpg)
Calgary Reads Adopts Social Media
A case study of social media philanthropy
Doug Lacombe, MBAwww.DougLacombe.com
Andrew McIntyre, BAwww.AndrewMcIntyre.ca
![Page 2: CBC/Calgary Reads Social Media Case Study](https://reader033.vdocuments.net/reader033/viewer/2022061206/54826d36b47959fb0c8b47d0/html5/thumbnails/2.jpg)
Doug Lacombe, MBAwww.DougLacombe.com
Andrew McIntyre, BAwww.AndrewMcIntyre.ca
About Calgary Reads
• Calgary Reads is an early literacy initiative that changes the lives of struggling grade two readers and their families in Calgary and area schools.
![Page 3: CBC/Calgary Reads Social Media Case Study](https://reader033.vdocuments.net/reader033/viewer/2022061206/54826d36b47959fb0c8b47d0/html5/thumbnails/3.jpg)
Objectives
Build traffic for the CBC/Calgary Reads book sale May 1-3, 2009
Leave Calgary Reads with a social media “publishing platform”
![Page 4: CBC/Calgary Reads Social Media Case Study](https://reader033.vdocuments.net/reader033/viewer/2022061206/54826d36b47959fb0c8b47d0/html5/thumbnails/4.jpg)
Background
2009 book sale 7th annual
Prior year promotions consisted of: CBC on air mentions
Overpass banners
Neighborhood signage
E-mail blasts
Posters
PSAs
![Page 5: CBC/Calgary Reads Social Media Case Study](https://reader033.vdocuments.net/reader033/viewer/2022061206/54826d36b47959fb0c8b47d0/html5/thumbnails/5.jpg)
The Platform
![Page 6: CBC/Calgary Reads Social Media Case Study](https://reader033.vdocuments.net/reader033/viewer/2022061206/54826d36b47959fb0c8b47d0/html5/thumbnails/6.jpg)
Doug Lacombe, MBAwww.DougLacombe.com
Andrew McIntyre, BAwww.AndrewMcIntyre.ca
Dialogue vs. Broadcast
![Page 7: CBC/Calgary Reads Social Media Case Study](https://reader033.vdocuments.net/reader033/viewer/2022061206/54826d36b47959fb0c8b47d0/html5/thumbnails/7.jpg)
Doug Lacombe, MBAwww.DougLacombe.com
Andrew McIntyre, BAwww.AndrewMcIntyre.ca
The Schedule
![Page 8: CBC/Calgary Reads Social Media Case Study](https://reader033.vdocuments.net/reader033/viewer/2022061206/54826d36b47959fb0c8b47d0/html5/thumbnails/8.jpg)
Doug Lacombe, MBAwww.DougLacombe.com
Andrew McIntyre, BAwww.AndrewMcIntyre.ca
Success Metrics
# of FB fans/page views # Twitter followers
Tweets/Retweets Wordpress audience stats (views/visits) SMR stats (views) Media mentions Book sale attendees (surveys) Book sale revenue CR staff adoption
![Page 9: CBC/Calgary Reads Social Media Case Study](https://reader033.vdocuments.net/reader033/viewer/2022061206/54826d36b47959fb0c8b47d0/html5/thumbnails/9.jpg)
Doug Lacombe, MBAwww.DougLacombe.com
Andrew McIntyre, BAwww.AndrewMcIntyre.ca
Facebook results by June 15/09
![Page 10: CBC/Calgary Reads Social Media Case Study](https://reader033.vdocuments.net/reader033/viewer/2022061206/54826d36b47959fb0c8b47d0/html5/thumbnails/10.jpg)
Doug Lacombe, MBAwww.DougLacombe.com
Andrew McIntyre, BAwww.AndrewMcIntyre.ca
Twitter results by June 15/09
![Page 11: CBC/Calgary Reads Social Media Case Study](https://reader033.vdocuments.net/reader033/viewer/2022061206/54826d36b47959fb0c8b47d0/html5/thumbnails/11.jpg)
Doug Lacombe, MBAwww.DougLacombe.com
Andrew McIntyre, BAwww.AndrewMcIntyre.ca
Wordpress results by June 15/09
![Page 12: CBC/Calgary Reads Social Media Case Study](https://reader033.vdocuments.net/reader033/viewer/2022061206/54826d36b47959fb0c8b47d0/html5/thumbnails/12.jpg)
Doug Lacombe, MBAwww.DougLacombe.com
Andrew McIntyre, BAwww.AndrewMcIntyre.ca
SMR results by June 15/09
![Page 13: CBC/Calgary Reads Social Media Case Study](https://reader033.vdocuments.net/reader033/viewer/2022061206/54826d36b47959fb0c8b47d0/html5/thumbnails/13.jpg)
Doug Lacombe, MBAwww.DougLacombe.com
Andrew McIntyre, BAwww.AndrewMcIntyre.ca
Media mentions at June 15/09
• U of C Gauntlet
• Numerous community newsletters
• CBC on-air mentions
![Page 14: CBC/Calgary Reads Social Media Case Study](https://reader033.vdocuments.net/reader033/viewer/2022061206/54826d36b47959fb0c8b47d0/html5/thumbnails/14.jpg)
Doug Lacombe, MBAwww.DougLacombe.com
Andrew McIntyre, BAwww.AndrewMcIntyre.ca
Book sale results
![Page 15: CBC/Calgary Reads Social Media Case Study](https://reader033.vdocuments.net/reader033/viewer/2022061206/54826d36b47959fb0c8b47d0/html5/thumbnails/15.jpg)
Doug Lacombe, MBAwww.DougLacombe.com
Andrew McIntyre, BAwww.AndrewMcIntyre.ca
Areas for improvement
• Twitter stats, more RTs
• Facebook sharing
• Media mentions
• More dialog/sharing, less broadcast
• Continue to build fan/follower base
• SEO
![Page 16: CBC/Calgary Reads Social Media Case Study](https://reader033.vdocuments.net/reader033/viewer/2022061206/54826d36b47959fb0c8b47d0/html5/thumbnails/16.jpg)
Doug Lacombe, MBAwww.DougLacombe.com
Andrew McIntyre, BAwww.AndrewMcIntyre.ca
Next Steps
Transition to ongoing advocacy publishing Train volunteer(s) & delegate Add e-commerce “donate now” Track key metrics monthly
![Page 17: CBC/Calgary Reads Social Media Case Study](https://reader033.vdocuments.net/reader033/viewer/2022061206/54826d36b47959fb0c8b47d0/html5/thumbnails/17.jpg)
Doug Lacombe, MBAwww.DougLacombe.com
Andrew McIntyre, BAwww.AndrewMcIntyre.ca
Questions?
Search “Calgary Reads” on Facebook, or go to calgaryreads.wordpress.com
![Page 18: CBC/Calgary Reads Social Media Case Study](https://reader033.vdocuments.net/reader033/viewer/2022061206/54826d36b47959fb0c8b47d0/html5/thumbnails/18.jpg)
Doug Lacombe, MBAwww.DougLacombe.com
Andrew McIntyre, BAwww.AndrewMcIntyre.ca
Appendix A – Survey Results
Switch to ZINC Research PowerPoint