Giving Hearts Day Videos: Studying the ROI

English: Infographic on how Social Media are b...

English: Infographic on how Social Media are being used, and how everything is changed by them. (Photo credit: Wikipedia)

 

Vision Bank in Fargo supports a sub-campaign of the Giving Hearts Day campaign. They link to and encourage votes for videos by 23 organizations.  This would be a great corpus to study, although the nature of the study would be tricky.  Here are some ideas; I’d love other suggestions.

 

1. Wait and see who wins the competition, and then assess the quality of the top 5 videos relative to the other 18, using principles of social media video use.

 

2. Analyze social media followers (i.e. how many likes on Facebook; how many followers on Twitter), and see if the orgs with larger followings win.

 

3. Find out what print and mail strategies the organizations used.  I’ve received a few things in the mail.

 

4. Find out what email campaigns they have used.

 

5. Try to get a senses of their overall reach / database, compare that to less successful campaigns, and draw conclusions.

 

Hypothesis: Organizations with larger followings on and off-line have a distinct advantage and should be positioned to do well in the competition.  Small organizations with a good social media campaign will either highlight the relevance of a good social media campaign to generate interest, or “prove” the doubters right: extensive social media campaigning doesn’t result in great returns.

 

Focusing on the video competition alone will highlight the (ir)relevance of video; looking at overall campaign success might highlight other elements of success (large database, good mailer, etc.).

 

 

 

 

 

 

 

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