The Web 2.0 ROI: Are All These New Tools Really Delivering Value to the Sector? Carie Lewis, Internet Marketing Manager The Humane Society of the United.

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Presentation transcript:

The Web 2.0 ROI: Are All These New Tools Really Delivering Value to the Sector? Carie Lewis, Internet Marketing Manager The Humane Society of the United States

HSUS Investigation Leads to Largest Beef Recall in U.S. History

Michael Vick Indicted on Dogfighting Charges

We increased our file We raised awareness about dogfighting We obtained original content We engaged people in the issue Outcomes

22 2,500 16,494 18,487 90,000

Coulda, Woulda, Shoulda…. Created more buzz Captured more addresses Generated more entries

Examine the numbers. Quantify tangible AND intangible results. Compare to time and money spent to results. Benchmark! Compare to past contests Compare to similar nonprofit contests Did you get notable media coverage? Take into account relationships built. Feedback – compliments and complaints, problems, etc. Other factors – case by case basis Was it worth it?

Yes Youtube Video Contest # of list members & video views // time spent = good Our first UGC contest Good, original content Developed free TV PSA Positive, active commenting on social networks Caught attention of higher ups Conveyed a powerful message to America Microsoft Facebook Challenge Payoff ($50k) // time spent = good Recognition from contest win Strong feedback and willingness from participants New Facebook responders segment of file Was it worth it? No Wendys Flickr Photo Petition Time spent // number of entries = bad Numerous technical problems Uploading process took too much time ( ) Campaign was too narrow High volume of problem feedback Case Foundation Facebook Challenge Time spent // number of participants = bad Raised $3k but no contest recognition Wasted opportunity to message new Facebook responders High volume of negative feedback – people didnt understand However.. We learned from both campaigns!

Dont get stuck on the numbers Track time spent as you go You have to have failures to have successes Try new things and learn from them for next time. Take risks! Make an ROI evaluation checklist Pick one URL to market = easier to track Increase participation by making it as easy as possible for the user Designate one project manager for UGC campaigns Disclose opt in policy and permissions of use in your contest rules Generate more submissions by embracing pop culture and celebrities Learn from your first UGC campaign then spend your time creating buzz Consider tangible & intangible results compared to time spent when evaluating Key Takeaways Remember: Even if your only time spent was staff time - time is money!

Thank you! Carie Lewis Internet Marketing Manager humanesociety.org/connect