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Evaluation of Think Blue Massachusetts' Social Marketing Campaign Abdulmalek Alshehri, Reid Bailey, Nick Cumello, Constantina Gatsonis Sponsors Kerry Reed Central Massachusetts Regional Stormwater Coalition Andrea Briggs Massachusetts Department of Environmental Protection 1

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Page 1: Evaluation of Think Blue Massachusetts' Social Marketing ... · Evaluate Think Blue's social media campaign. 2. Expand Think Blue's social media campaign. 3. Create a guide for managing

Evaluation of Think Blue

Massachusetts' Social

Marketing Campaign

Abdulmalek Alshehri, Reid Bailey, Nick Cumello,

Constantina Gatsonis

Sponsors

Kerry Reed

Central Massachusetts

Regional Stormwater

Coalition

Andrea Briggs

Massachusetts

Department of

Environmental Protection1

Page 2: Evaluation of Think Blue Massachusetts' Social Marketing ... · Evaluate Think Blue's social media campaign. 2. Expand Think Blue's social media campaign. 3. Create a guide for managing

Natural ground vs.

Urban Stormwater

runoff

(EPA, 2003)

Stormwater

2

Page 3: Evaluation of Think Blue Massachusetts' Social Marketing ... · Evaluate Think Blue's social media campaign. 2. Expand Think Blue's social media campaign. 3. Create a guide for managing

Think Blue Massachusetts3

Page 4: Evaluation of Think Blue Massachusetts' Social Marketing ... · Evaluate Think Blue's social media campaign. 2. Expand Think Blue's social media campaign. 3. Create a guide for managing

4

Page 5: Evaluation of Think Blue Massachusetts' Social Marketing ... · Evaluate Think Blue's social media campaign. 2. Expand Think Blue's social media campaign. 3. Create a guide for managing

Municipal Separate Storm Sewer

Systems (MS4)

▰ Management of Stormwater Pollution

▰ Six Minimum Control Measures

▰ #1 Public Education and Outreach

▰ Yearly self-evaluation and progress reports

5

Page 6: Evaluation of Think Blue Massachusetts' Social Marketing ... · Evaluate Think Blue's social media campaign. 2. Expand Think Blue's social media campaign. 3. Create a guide for managing

Why is Outreach Important?

▰ Outreach is a required aspect of the MS4

▰ The process of using social networks like

Facebook, Twitter and LinkedIn to raise

awareness for your brand, content, or to

build new relationships.

6

Page 7: Evaluation of Think Blue Massachusetts' Social Marketing ... · Evaluate Think Blue's social media campaign. 2. Expand Think Blue's social media campaign. 3. Create a guide for managing

Project Objectives

1. Evaluate Think Blue's social media campaign.

2. Expand Think Blue's social media campaign.

3. Create a guide for managing social media and

monitoring outreach metrics.

4. Provide recommendations for social media

campaign improvements.

7

Page 8: Evaluation of Think Blue Massachusetts' Social Marketing ... · Evaluate Think Blue's social media campaign. 2. Expand Think Blue's social media campaign. 3. Create a guide for managing

Think Blue's Social

Media Evaluation

8

Page 9: Evaluation of Think Blue Massachusetts' Social Marketing ... · Evaluate Think Blue's social media campaign. 2. Expand Think Blue's social media campaign. 3. Create a guide for managing

Why Social Media?

9

Page 10: Evaluation of Think Blue Massachusetts' Social Marketing ... · Evaluate Think Blue's social media campaign. 2. Expand Think Blue's social media campaign. 3. Create a guide for managing

Why YouTube?

▰ Age range: 18 - 24

▰ More potential outreach than cable television

▰ Zip Code specific advertisements

10

Page 11: Evaluation of Think Blue Massachusetts' Social Marketing ... · Evaluate Think Blue's social media campaign. 2. Expand Think Blue's social media campaign. 3. Create a guide for managing

Why Twitter?

▰ Age range: 18 - 29

▰ Interactions

▰ Polls

▰ Conversations11

Page 12: Evaluation of Think Blue Massachusetts' Social Marketing ... · Evaluate Think Blue's social media campaign. 2. Expand Think Blue's social media campaign. 3. Create a guide for managing

Why Facebook?

▰ Massive user base: 2 Billion+

▰ Age range: 30 - 60

▰ High advertisement potential

12

Page 13: Evaluation of Think Blue Massachusetts' Social Marketing ... · Evaluate Think Blue's social media campaign. 2. Expand Think Blue's social media campaign. 3. Create a guide for managing

Think Blue Massachusetts'

Facebook 2018 post reach

13

Page 14: Evaluation of Think Blue Massachusetts' Social Marketing ... · Evaluate Think Blue's social media campaign. 2. Expand Think Blue's social media campaign. 3. Create a guide for managing

Think Blue

Massachusetts' 2019

Facebook post reach

14

Page 15: Evaluation of Think Blue Massachusetts' Social Marketing ... · Evaluate Think Blue's social media campaign. 2. Expand Think Blue's social media campaign. 3. Create a guide for managing

Think Blue Massachusetts'

Facebook 2018 & 2019

post reach

15

Page 16: Evaluation of Think Blue Massachusetts' Social Marketing ... · Evaluate Think Blue's social media campaign. 2. Expand Think Blue's social media campaign. 3. Create a guide for managing

Number of monthly users

on the Think Blue

Massachusetts website

page in 2018

16

Page 17: Evaluation of Think Blue Massachusetts' Social Marketing ... · Evaluate Think Blue's social media campaign. 2. Expand Think Blue's social media campaign. 3. Create a guide for managing

Number of monthly

users on the Think Blue

Massachusetts website

page in 2019

17

Page 18: Evaluation of Think Blue Massachusetts' Social Marketing ... · Evaluate Think Blue's social media campaign. 2. Expand Think Blue's social media campaign. 3. Create a guide for managing

Number of monthly

users on the Think Blue

Massachusetts website

page in 2018 vs 2019

18

Page 19: Evaluation of Think Blue Massachusetts' Social Marketing ... · Evaluate Think Blue's social media campaign. 2. Expand Think Blue's social media campaign. 3. Create a guide for managing

Social Media Expansion19

Page 20: Evaluation of Think Blue Massachusetts' Social Marketing ... · Evaluate Think Blue's social media campaign. 2. Expand Think Blue's social media campaign. 3. Create a guide for managing

Cost Analysis:

$10,000?

▰ 676K-1.3M impressions per year

▰ 338K-676K views per year

▰ Highest view count: 803k

20

Page 21: Evaluation of Think Blue Massachusetts' Social Marketing ... · Evaluate Think Blue's social media campaign. 2. Expand Think Blue's social media campaign. 3. Create a guide for managing

Cost Analysis:

$10,000?

▰ Expected Reach: 296K-362K per year

▰ Promote Mode: 101 months

▰ "Where's the Duck?"

21

Page 22: Evaluation of Think Blue Massachusetts' Social Marketing ... · Evaluate Think Blue's social media campaign. 2. Expand Think Blue's social media campaign. 3. Create a guide for managing

Cost Analysis:

$10,000?

▰ Projected 12,775-79,570 clicks for one year

▰ Current 62 clicks for one year

▰ Projected 20,000% increase in clicks

▰ Infographics22

Page 23: Evaluation of Think Blue Massachusetts' Social Marketing ... · Evaluate Think Blue's social media campaign. 2. Expand Think Blue's social media campaign. 3. Create a guide for managing

▰ 8,760 -

54,385 likes

annually

▰ ~100k

reach annually

▰ Promote mode: 33

months

▰ 114.4k - 223.6k

views annually

▰ 265.2k -

478.4k impression

s annually

23

Cost Analysis:

$10,000 Split?

YouTubeTwitterFacebook

Page 24: Evaluation of Think Blue Massachusetts' Social Marketing ... · Evaluate Think Blue's social media campaign. 2. Expand Think Blue's social media campaign. 3. Create a guide for managing

Recommendations

▰ Hire an employee to

manage social media.

▰ Pay for

advertisements on

YouTube, Facebook

and Twitter.

▰ Keep a regular

schedule of posts.

24

Page 25: Evaluation of Think Blue Massachusetts' Social Marketing ... · Evaluate Think Blue's social media campaign. 2. Expand Think Blue's social media campaign. 3. Create a guide for managing

Recommendations

▰ Do not cross post.

Vary the content on

each platform.

▰ Introduce social

media accounts in

fairs.

▰ Analyze website and

social media metrics

quarterly to evaluate

progress.

25

Page 26: Evaluation of Think Blue Massachusetts' Social Marketing ... · Evaluate Think Blue's social media campaign. 2. Expand Think Blue's social media campaign. 3. Create a guide for managing

Acknowledgements

Thank you to our sponsors

Andrea Briggs, MassDEP

Kerry Reed, CMRSWC

26


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