My Presentation for Mashable’s Social Good Conference
August 30, 2009
This past week, I had the pleasure of presenting our formal case study on the Pledge to End Hunger during Mashable’s Social Good Conference. It was inspiring to learn from and share with such a great collection smart and talented people.
After analyzing the large amount of behavioral data that we generated during the campaign, our team has identified six principles of a success for cause marketing online. I shared the high points of this case study in the presentation slide deck below.
If you would like the full case study, you can download it by visiting this website.
4 Comments
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Scott -
Nice work man. I’ve used your ‘case study’ before you even got it out in this format. Great work on that initiative and thanks for putting together the slides. Very well done.
I mentioned on John’s blog how I really thought the ease of participation and continuous engagement through blog posts, twitter and video really helped this project sore. Nonprofits around the world can learn something from it.
http://twitter.com/franswaa
Thanks for your comments on John Haydon’s blog and here. I’m glad our work has been used to help teach others the good we can create when causes and companies work together.
Nice work Scott.
Have a question – what do you think is the best method for measuring click thrus and conversations from Twitter?
Good question. Let me answer it in two parts:
1. Measuring click-thrus
For all our planned sources, we created extended URLs and shortened them up using Tr.im to make them more conducive for sharing. That was true for email, Twitter, Facebook, press releases, etc.
It’s a pretty straightforward technique that comes in handy when you have Google analytics (or similar service) baked into your website. Here’s an extended URL to track how many people came to the website because of a tweet you (Beth Kanter) sent out:
http://www.pledgetoendhunger.com/?utm_source=Kanter&utm_medium=Twitter
Whenever a person clicks on this link, it will show up on the site’s analytics page as “/Kanter/Twitter”.
It was interesting comparing the Google analytics to the analytics from Tr.im, since that service sorted out humans vs. bots. For the most part, the human click-thrus were about the same as what Google said. There were some wild exceptions but a very small handful.
2. Measuring conversions
In the case study, I defined conversions and click-thrus were the same. Had we had more time, we would have created internal tracking to see what happened when specific traffic sources came to the site. Unfortunately, we did not have the time to do that for this campaign.
However, we do know that 1 of 3 unique site visitors who came to the website ended up signing the pledge. Of course, I would expect certain traffic sources to perform better, but I can only offer conjecture in this instance.