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

Carie Lewis, Internet Marketing ManagerThe 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 email 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 email 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 email file

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

However.. We learned from both campaigns!

• 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

Key Takeaways

Remember: Even if your only time spent was staff time - time is money!

Thank you!

Carie LewisInternet Marketing Manager

clewis@humanesociety.orghttp://www.linkedin.com/in/carielewis

humanesociety.org/connect