The Social Network for Do Gooders!

PIB Review – Nov 13th, 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

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http://www.youtube.com/watch?v=zYBsIVT373w

REVIEW OF PIB SEP 30, 2009

Review The Goals

Measure The Results

Evaluate The ROI

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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 4

THE GOAL

Pay It Backward Day – September 30th 2009

Inspire 5000 people (Avg 29/store)

Reach 10 Million Impressions

Create New Relationships for Second Cup

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ONLINE – DailyChallenge.org

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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

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

ONLINE – Facebook

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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 +

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

ONLINE – Twitter

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Before PIB After PIB

Followers 2100 2500+

DC Team Followers 3800 4800+

Over 200 #PIBDay Tweets

Over 1000 RT reaching over 50,000 followers

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

ONLINE – YouTube

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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

Over 2100 Video Views

ONLINE – Blogosphere

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DailyChallenge.org/blog Other

18 Blog Posts6 guest BloggersOver 4000 page views by 1900+ visitors

Over 29 blog posts outside of DailyChallenge .org/blog

TRADITIONAL – Print

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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 – Radio

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SOURCE EXPOSURE

FLOW 93.5 400,000 (Not including interview with Farley Flex)

680 NEWS 800,000

XM Radio 50,000 (interview)

TRADITIONAL – TV

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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

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IN STORE – 173 Locations

IN STORE – 157 Locations

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ITEM QUANTITY (between all locations)

Posters 1000 +

Challenge Cards 60,000

IN STORE - Goal

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Over 1 in 4 people participated!

Goal Result

5000 participants 20,000 + participants

28 people / store 129 people / store

173 participating cafés 157 participating cafés

AVG Participants/Store = 20287/157 = 129 People/StoreAVG Visitors/Store = 450% Participation/Store = 29%

IN MALL

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LOCATION SEP 30TH 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

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OVER 20,200 PARTICIPANTS

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Another World Record!

ENGAGEMENT

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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.)

2nd time participation increased

STRONG FOUNDATION

Since participation is easy and fun, brand specific activation can be very effective!

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