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.).