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The Web 2.0 ROI: Are All These New Tools Really Delivering Value to the Sector?

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. Outcomes.

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The Web 2.0 ROI: Are All These New Tools Really Delivering Value to the Sector?

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  1. 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

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

  3. Michael Vick Indicted on Dogfighting Charges

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

  5. 22 2,500 16,494 18,487 90,000

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

  7. Was it worth it? • 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

  8. Was it worth it? • No • Wendy’s Flickr Photo Petition • Time spent // number of entries = bad • Numerous technical problems • Uploading process took too much time (email) • 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 didn’t understand • 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 email file However.. We learned from both campaigns!

  9. Key Takeaways • Don’t 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 Remember: Even if your only time spent was staff time - time is money!

  10. Thank you! Carie Lewis Internet Marketing Manager clewis@humanesociety.org http://www.linkedin.com/in/carielewis humanesociety.org/connect

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