Pib Review �ݺ�ߣshare Jul9

Jul 9, 2010Download as PPT, PDF0 likes262 views

The document summarizes the results of Pay It Backward Day, a social media campaign run by Second Cup on September 30, 2009 to inspire acts of kindness. The campaign far exceeded its goals, with over 20,000 participants, 6.7 million media impressions, and $15,000 raised for charity. Key metrics like website traffic, social media followers, and in-store participation all increased significantly. The campaign was deemed a great success in spreading positive messages and engaging new customers for Second Cup.

The Social Network for Do Gooders! PIB Review �C Nov 13 th , 2009 Daily Challenge 2 minute video: www.dailychallenge.org/about/ Daily Challenge sets world record: www.dailychallenge.org/blog/pay-it-backward-day-we-did-it/

Click link to watch video http:// www.youtube.com/watch?v =zYBsIVT373w

REVIEW OF PIB SEP 30, 2009 Review The Goals Measure The Results Evaluate The ROI

SECOND CUP��S CHALLENGE Small steps in social media Looking for strategy to enter No in house social media manager Low management cost Franchisee participation www.DailyChallenge.org

THE GOAL Pay It Backward Day �C September 30 th 2009 Inspire 5000 people (Avg 29/store) Reach 10 Million Impressions Create New Relationships for Second Cup

ONLINE �C DailyChallenge.org Before PIB After PIB Visits 5400 10,200 + Page Views 18600 36,000 + Pages Per Visit 3.34 3.85 Average Time On Site 3.07 3:21 Min Visitor Location 45% CND + 24% US 70% CND + 16% US

Pay it Backward at the Bolton Second Cup with some of the staff of www.TheRingBearer.ca

ONLINE �C Facebook 1 in 10 people invited to the event participated Reaching over 100,000 Facebook users Before PIB After PIB Fan Page 623 725 Event Confirmation NA 370 +

ONLINE �C Twitter Over 1000 RT reaching over 50,000 followers Before PIB After PIB Followers 2100 2500+ DC Team Followers 3800 4800+ Over 200 #PIBDay Tweets

ONLINE �C YouTube Over 2100 Video Views Before PIB After PIB Video 1 I��m Alive Because of SickKids 893 + FB Video 2 Why do YOU Pay It Backward 1083 + FB Video 3 Final Results 199 + FB

ONLINE �C Blogosphere DailyChallenge.org/blog Other 18 Blog Posts 6 guest Bloggers Over 4000 page views by 1900+ visitors Over 29 blog posts outside of DailyChallenge .org/blog

TRADITIONAL �C Print SOURCE IMPRESSIONS Press Releases Syndicated to all major media in CND through MarketWire CNW Group. (emphasis on Ontario media) Metro 2.6 million + web Snap Toronto 31,000 + web Women��s Post 100,000 + web

TRADITIONAL �C Radio SOURCE EXPOSURE FLOW 93.5 400,000 (Not including interview with Farley Flex) 680 NEWS 800,000 XM Radio 50,000 (interview)

TRADITIONAL �C TV SOURCE IMPRESSIONS Global TV (GlobalNEWS) 250,000 CBC (CBC News Now) 105,000 City TV (CityNews) 117,000 Rogers TV (Toronto Cares) 448,000 (224,000 X 2) CHCH (News At 6) 80,000

IN STORE �C 157 Locations ITEM QUANTITY (between all locations) Posters 1000 + Challenge Cards 60,000

IN STORE - Goal Over 1 in 4 people participated! AVG Participants/Store = 20287/157 = 129 People/Store AVG Visitors/Store = 450 % Participation/Store = 29% Goal Result 5000 participants 20,000 + participants 28 people / store 129 people / store 173 participating caf��s 157 participating caf��s

IN MALL LOCATION SEP 30 TH TRAFFIC SEPT TRAFFIC Devonshire Mall 14,874 400,000 Mapleview Shopping Centre 7,026 200,000 Vaughan Mills 28,183 800,000 Posters on entrances and inside the mall Posters on digital displays in the mall

ESTIMATED REACH Participants: 20,000 + Media Reach: 6,700,000 + Donations Raised in 1 Day: $15,000 + Cost to SickKids Foundation: $0

OVER 20,200 PARTICIPANTS Another World Record!

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Remco Janssen is a PR expert with a background in sports journalism. He specializes in social PR strategies and tactics for events and has had success with viral videos and award-winning campaigns. Janssen teaches social PR at a business school and is a frequent media expert appearing on TV, radio, and in print to discuss PR and social media. He offers consulting services focused on engagement and standing out through mechanisms like scarcity, social proof, surprise, and entertainment.

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Pib Review �ݺ�ߣshare Jul9

1. The Social Network for Do Gooders! PIB Review �C Nov 13 th , 2009 Daily Challenge 2 minute video: www.dailychallenge.org/about/ Daily Challenge sets world record: www.dailychallenge.org/blog/pay-it-backward-day-we-did-it/

2. Click link to watch video http:// www.youtube.com/watch?v =zYBsIVT373w

3. REVIEW OF PIB SEP 30, 2009 Review The Goals Measure The Results Evaluate The ROI

4. SECOND CUP��S CHALLENGE Small steps in social media Looking for strategy to enter No in house social media manager Low management cost Franchisee participation www.DailyChallenge.org

5. THE GOAL Pay It Backward Day �C September 30 th 2009 Inspire 5000 people (Avg 29/store) Reach 10 Million Impressions Create New Relationships for Second Cup

7. ONLINE �C DailyChallenge.org Before PIB After PIB Visits 5400 10,200 + Page Views 18600 36,000 + Pages Per Visit 3.34 3.85 Average Time On Site 3.07 3:21 Min Visitor Location 45% CND + 24% US 70% CND + 16% US

8. Pay it Backward at the Bolton Second Cup with some of the staff of www.TheRingBearer.ca

9. ONLINE �C Facebook 1 in 10 people invited to the event participated Reaching over 100,000 Facebook users Before PIB After PIB Fan Page 623 725 Event Confirmation NA 370 +

10. Pay it Backward at the Bolton Second Cup with some of the staff of www.TheRingBearer.ca

11. ONLINE �C Twitter Over 1000 RT reaching over 50,000 followers Before PIB After PIB Followers 2100 2500+ DC Team Followers 3800 4800+ Over 200 #PIBDay Tweets

12. Pay it Backward at the Bolton Second Cup with some of the staff of www.TheRingBearer.ca

13. ONLINE �C YouTube Over 2100 Video Views Before PIB After PIB Video 1 I��m Alive Because of SickKids 893 + FB Video 2 Why do YOU Pay It Backward 1083 + FB Video 3 Final Results 199 + FB

14. ONLINE �C Blogosphere DailyChallenge.org/blog Other 18 Blog Posts 6 guest Bloggers Over 4000 page views by 1900+ visitors Over 29 blog posts outside of DailyChallenge .org/blog

15. TRADITIONAL �C Print SOURCE IMPRESSIONS Press Releases Syndicated to all major media in CND through MarketWire CNW Group. (emphasis on Ontario media) Metro 2.6 million + web Snap Toronto 31,000 + web Women��s Post 100,000 + web

16. TRADITIONAL �C Radio SOURCE EXPOSURE FLOW 93.5 400,000 (Not including interview with Farley Flex) 680 NEWS 800,000 XM Radio 50,000 (interview)

17. TRADITIONAL �C TV SOURCE IMPRESSIONS Global TV (GlobalNEWS) 250,000 CBC (CBC News Now) 105,000 City TV (CityNews) 117,000 Rogers TV (Toronto Cares) 448,000 (224,000 X 2) CHCH (News At 6) 80,000

18. IN STORE �C 173 Locations

19. IN STORE �C 157 Locations ITEM QUANTITY (between all locations) Posters 1000 + Challenge Cards 60,000

20. IN STORE - Goal Over 1 in 4 people participated! AVG Participants/Store = 20287/157 = 129 People/Store AVG Visitors/Store = 450 % Participation/Store = 29% Goal Result 5000 participants 20,000 + participants 28 people / store 129 people / store 173 participating caf��s 157 participating caf��s

21. IN MALL LOCATION SEP 30 TH TRAFFIC SEPT TRAFFIC Devonshire Mall 14,874 400,000 Mapleview Shopping Centre 7,026 200,000 Vaughan Mills 28,183 800,000 Posters on entrances and inside the mall Posters on digital displays in the mall

22. ESTIMATED REACH Participants: 20,000 + Media Reach: 6,700,000 + Donations Raised in 1 Day: $15,000 + Cost to SickKids Foundation: $0

23. OVER 20,200 PARTICIPANTS Another World Record!

24. ENGAGEMENT Participation was very high: 29% vs. 6% anticipated Program was easy to understand and participate in. Coffee Hero: Top 5 Toronto locations had Coffee Heroes Early activation yielded much higher results (top 5 stores average = 693 people/store) Higher activity at HQ: 602 increased to 1015 (68% inc.) 2 nd time participation increased

25. STRONG FOUNDATION Since participation is easy and fun, brand specific activation can be very effective!

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