Atq case study 2009 pclo 2010
14
Bill Wittur, Bottree Digital Services Katie Van Den Berg, ReForest London
-
Upload
bill-wittur -
Category
Business
-
view
270 -
download
1
description
Social Media Case Study using ReForest London's "Amazing Tree Quest" as an example of how to engage audiences and encourage people to contribute content within a social, online environment.
Transcript of Atq case study 2009 pclo 2010
Bill Wittur, Bottree Digital ServicesKatie Van Den Berg, ReForest London
Strategy Search Social Splatter Sponsor ScrutinyBottree
CONTENTS
• About ReForest London• Concept• Build• Promotion• Impact• Opportunities
Strategy Search Social Splatter Sponsor ScrutinyBottree
REFOREST LONDON
Strategy Search Social Splatter Sponsor ScrutinyBottree
ATQ CONCEPT
• OBJECTIVE:– Launch a site that would allow people of London
to tell stories about their favourite trees• TIMING:– April – Sept 2009
Strategy Search Social Splatter Sponsor ScrutinyBottree
CHALLENGES
1. Taking the leap to 100% online (trusting users)
2. Advancing the site structure to accommodate this new approach
3. Promoting the Quest on a limited budget
Strategy Search Social Splatter Sponsor ScrutinyBottree
SOLUTIONS
• rTraction volunteered to develop the site– Original “estimate” based on ‘street value’ of
time, programming, creative, etc = $7500• Promotional efforts– Google Grants– Sponsor promotion– Social tactics & Promotion– Offline advertising– General word of mouth
Strategy Search Social Splatter Sponsor ScrutinyBottree
BUILD: OUT WITH THE OLD …
Strategy Search Social Splatter Sponsor ScrutinyBottree
PROMOTIONAL EFFORTS
Initial Launch• Newsletter Announcement• Live Launch ‘party’ at Gibbons
Park• London Free Press & Londoner • ‘A’ Channel & Rogers
Community TV Exposure• YouTube Video• Social Network Promotion• Brochures & Bookmarks• City of London Web Site• Promotion Using Google Grant
Ongoing Efforts• Google Grant• Social tactics• Sponsor promotion• Offline advertising• General word of mouth
Strategy Search Social Splatter Sponsor ScrutinyBottree
GOOGLE GRANT SUCCESS
• Worth up to $10,000 per month• We are still using this to generate traffic
for ReForest London!
Strategy Search Social Splatter Sponsor ScrutinyBottree
SOCIAL TACTICS
@RFLDN, #ATQ on TwitterFacebook.com/Reforestlondon
Strategy Search Social Splatter Sponsor ScrutinyBottree
Apr-05
Jun-05
Aug-05
Oct-05
Dec-05
Feb-06
Apr-06
Jun-06
Aug-06
Oct-06
Dec-06
Feb-07
Apr-07
Jun-07
Aug-07
Oct-07
Dec-07
Feb-08
Apr-08
Jun-08
Aug-08
Oct-08
Dec-08
Feb-09
Apr-09
Jun-09
Aug-09
Oct-09
Dec-09
Feb-10
Apr-10
0
5000
10000
15000
20000
25000
30000
0
500
1000
1500
2000
2500
3000
3500
4000
Site TrafficPage View Unique visitors
IMPACT
Unique Visitors
250%600%Page Views
OPPORTUNITIES
Strategy Search Social Splatter Sponsor ScrutinyBottree
2010 OBJECTIVES: MUCH MORE SOCIAL• Increased voting• Mapping• More and better stories• Multiple pictures per entry• Stronger integration and simplification of social elements
(esp. those that lead into ongoing conversation)• YouTube integration• Your ideas please …
LOTS OF OTHER STUFF TBD …
Strategy Search Social Splatter Sponsor ScrutinyBottree
LOTS MORESPONSORS
NEEDED(PLEASE)
