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ReachOut.com Anti-bullying Taskforce Case Study

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ReachOut.com Anti-bullying Taskforce Case Study

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Page 1: SXSW 2012 WeeWorld Presentation

ReachOut.comAnti-bullying Taskforce

Case Study

Page 2: SXSW 2012 WeeWorld Presentation

1. Summary of program and results2. Program component details3. Results details4. About WeeWorld and related case studies

Reachout – Anti-bullying Case Study

Page 3: SXSW 2012 WeeWorld Presentation

WeeWorld and ReachoutFacilitating social activism and anti-bullying

Page 4: SXSW 2012 WeeWorld Presentation

1. Summary of program and results Program component details3. Results details4. About WeeWorld and related case studies

Reachout – Anti-bullying Case Study

Page 5: SXSW 2012 WeeWorld Presentation

Dear,Weeworld staff

I have started a crew called The Anti Bully Task Force. It is currently 116 members and growing. I also have a website to help my crew members, as well as anyone who wants more information on the subject. I help them gladly and often at the cost of myself getting insulted. I get alot of grateful weemees thanking me for my dedication to stomping out cyberbullying as best I can.

Thank you,Sly Evans

Organic evolution of a movement

Page 6: SXSW 2012 WeeWorld Presentation

Organic evolution of a movement

The Anti Bully Task Force…are a very well reputable group of weemees that go around standing up against those that are putting down others, and they also calmly support those under stress from bullies etc. As one of the members of that force, The leader (12foxy12) and I have been trying to start a small movement week in Weeworld. It started off just as an idea But I've also thought that, If weeworld were to back up the force with this. That would be good. Weeworld can hope to gain more of a safe environment in this site, with the help of other weemees -Weemees who are a part of this movement, may feel a sense of belonging as they have something to do that Weeworld claims is helping the site. It will add MEANING. So if you think this proposal was okay, please tell me so. If not, please put me back in my place(: thanks, Alisa”

Page 7: SXSW 2012 WeeWorld Presentation

Partner with ReachOut.com & develop program

• Collaborate with ReachOut.com and Anastasia Goodstein. Modeled the program on successful WeeWorld campaign with Partnership for a Drug-free America

• Taskforce assets inspired by user-created ASCII art logo

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Page 8: SXSW 2012 WeeWorld Presentation

Help Center integration

Page 9: SXSW 2012 WeeWorld Presentation

Custom store

Page 10: SXSW 2012 WeeWorld Presentation

• Anastasia quickly becomes a celebrity ramping to 30,000 friends http://www.weeworld.com/home/anastasia

• Hundreds of emails are received and some are highlighted on her page with guidelines and links to more advice

Anastasia joins the community

Page 11: SXSW 2012 WeeWorld Presentation

• Rooms highlight selected ReachOut.com videos keyed to themes being discussed

Room hangout for watching videos

Page 12: SXSW 2012 WeeWorld Presentation

Did you know that popular celebs like Robert Pattinson, Brittany Snow, Lady Gaga, Megan Fox & our very own PRESIDENT Barack Obama, were all victims of bullying? Join Anastasia Goodstein from ReachOut.com and WeeWorld’s anti-bullying taskforce to take a stand against bullies.

75 level boosters50 green points

ReachOut.com Trophy

Page 13: SXSW 2012 WeeWorld Presentation

Thousands of posts to dedicated forum

Page 14: SXSW 2012 WeeWorld Presentation

Ongoing WeeWorld site promotion

Page 15: SXSW 2012 WeeWorld Presentation

1. Summary of program and results2. Program component details Results details3. About WeeWorld and related case studies

Reachout – Anti-bullying Case Study

Page 16: SXSW 2012 WeeWorld Presentation

442,000 Assets in first 3 months

Total Assets to date 700,000

Page 17: SXSW 2012 WeeWorld Presentation

32% of all logins participate in program

12/30

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Users Saving a Reach Out Asset by Day Since Launch

Users Saves

Page 18: SXSW 2012 WeeWorld Presentation

Viral impressions average 1.3M daily

Page 19: SXSW 2012 WeeWorld Presentation

Community creates their own resources

http://antibullytaskforceofficialsite.webs.com/

Page 20: SXSW 2012 WeeWorld Presentation

Taskforce establishes rulesposting them to their WeeWorld blogs

The guidlines are this...*Never Bully... Never Hack.. Never Cuss..

*Be a good listener and answer nicely.*Try to if you can, reason with the weemee that is

making hurtful comments.*Let them know that weeworld does not tolerate

bullys and they will get reported.*Offer tips to a victim like. Block the bully and

remove them from friendlist.*Stick up for victims in world if you can...

*This is NOT to ever take over an Ambassadors job.

Just guide weemees getting bullied to an Ambassadors for help

Page 21: SXSW 2012 WeeWorld Presentation

User-generated videos on anti-bullying

http://www.youtube.com/watch?v=yWnSouoWF3Ahttp://www.youtube.com/watch?v=sxzqMvJRFb4&feature=related

Page 22: SXSW 2012 WeeWorld Presentation

1,000 emails sent to Anastasia80 help resource referrals

Key Observations from emails:• Offline bullying either physical or

relational/girl bullying is dominant in these emails vs. cyberbullying

• Girl/Relational bullying most emailed about (exclusion, rumor spreading, etc.)

• Definitely a theme of a lot of adults not listening or taking complaints seriously

Help resource referrals• When users expressed immediate need

for help, WeeWorld referred directly to Reachout and other help resources

Page 23: SXSW 2012 WeeWorld Presentation

We surveyed members of the Task ForceAnd Fans of Anastasia

And found:• 56% say the main reason they joined the

ABTF was they wanted to do something positive to end bullying.

• More than half have visited Reachout.com and 87% find it either useful or extremely useful!

• 83% have visited Anastasia’s page and 81% have found her either helpful or extremely helpful

Page 24: SXSW 2012 WeeWorld Presentation

“Anastasia I Love Your Work Keep it Up!”

“Anastasia is a great person and she helped

me think that I dont need to stoop to their level and let them win!

I am a person too.”

“Thank you Anastasia, this is something i could go to if i ever

have an issue or need help[;

it means alot to me.!”

XxHolyItzTannorxX SmileySavvi theREALChanelle

Page 25: SXSW 2012 WeeWorld Presentation

Additional activist groups form organically on WeeWorld

Page 26: SXSW 2012 WeeWorld Presentation

1. Summary of program and results2. Program component details3. Results details About WeeWorld and related case studies

Reachout – Anti-bullying Case Study

Page 27: SXSW 2012 WeeWorld Presentation

- WeeMees are a reflection of self, not a fantasy character

- WeeWorld is a small version of the real world allowing users to interact and evolve their identities through social play

- WeeWorld has grown to 2M unique users through word of mouth only

Why do teens flock to WeeWorld.com?

Page 28: SXSW 2012 WeeWorld Presentation

WeeWorld.com – top teen social game

• 50M WeeMees created on WeeWorld.com and other sites

• Top 10 U.S. teen site• 1-year return tenure

Page 29: SXSW 2012 WeeWorld Presentation

WeeWorld.com - Virtual Goods

• 17% of audience monetizes• Millions of virtual goods

downloaded per week• Decorative, functional, branded

and behavioral virtual goods• Variety of payment methods

Page 30: SXSW 2012 WeeWorld Presentation

WeeWorld.com - Advertising

Integrated Brands

• Users ask for brands• Users choose brands• Vast viral spread

Page 31: SXSW 2012 WeeWorld Presentation

Case study: Partnership for a Drug-free America

Page 32: SXSW 2012 WeeWorld Presentation

Case study: The TruthAmerican Legacy Foundation