American Red Cross
A Seussian Case Study
Disaster Online Newsroom
http://newsroom.redcross.org
ROI
ROI
My, There are Many Kinds of ROI
old ROI new ROI
toll
soul
listening
talking
embracing
supporting energizing
What Result Did We Expect?
Weekly View Numbers for Ike Online Newsroom and Gustav Online Newsroom
0
10000
20000
30000
40000
50000
60000
8/31/2008 9/7/2008 9/14/2008 9/21/2008 9/28/2008
Gustav Newsroom Ike Newsroom
Comment on the Hurricane Ike Newsroom:
“This site was wonderful! It is a great resource for anyone in need or wanting information about current American Red Cross relief acts. Great site. Easy to navigate. Well organized. Great job! I loved the pictures! They really help you to feel like you know what is going on.”
What are the Goals?Disclose Disaster Response Process
smelly
underbellyunderstand
planned
What are the Goals?
less calls
show our vols
juggling disaster balls
What are the Goals?
be quicker
be slicker
Why use Social Media for Disaster Response?
distribute info when the wind gets breezy
Who is the Audience?
Media
People affected and their families
Supporters
Who is the Audience?..and what is their motivation?
influence
sustenance
assurance
curious
Define the MetricsWhat did we want to become?
Trusted
Fast
Top of MindHelpful
What are the benchmarks?
0
2000
4000
6000
8000
10000
12000
14000
9/4/2008 9/11/2008 9/18/2008 9/25/2008
views & hits
try, try, try links
subjects
What are the benchmarks?
add?
take away?
increasing clout?
Pick the tools
main fuel
show glory
for the earsvolunteers
What is our Progress?
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
90,000
Midwest Floodsand Tornadoes
Hurricane Gustav Hurricane Ike
tell me, tell me, what is new?
Analyze Results, Glean Insight, and Take Action
room to grow try out to all out
accident? accomplishment?
http://newsroom.redcross.org