Case Studies
Social Media Measurement
by Sarah Kang, contributing writer
The following case studies, selected from past Gold Quill Award winners, demonstrate excellence in this month's topic.
Note: All case studies are in PDF format.
Walk the Talk to Sustainable Growth: Blog blast '06
The Coca-Cola Co. with Burston-Marsteller and Sagepath Inc.
The Coca-Cola Company (TCCC) launched Blog Blast '06 in an effort to fundamentally change its culture and work environment. Through the use of blogs, which was a new concept for the organization, the global campaign invited all employees to participate in a dialogue about the company's values and help define a Coca-Cola culture. Employee engagement was essential to the success of the campaign. Obtaining metrics such as number of comments, number of page views and total visits to the blog demonstrated that engagement goals were successfully met.
CPA Student Recruitment Campaign
American Institute of Certified Public Accountants
In response to the decreasing number of students who pursue a major in accounting in the U.S., the American Institute of Certified Public Accountants (AICPA) developed a multimedia plan which included an informational and interactive web site. As a nonprofit organization, the AICPA had to ensure that their media selection proved efficient and effective, and they measured its impact by using a program-tracking database, which revealed that over one-third of student web traffic to their site was to learn specifically about the CPA profession.
Baby Boot Camp Web Site
Ideawire Inc.
When Baby Boot Camp realized that after early success it now lacked an online presence, it decided to trade in its static web site and tedious navigation structure for a dynamic web application. The new web-based tools would better help drive membership, recruit franchises and service existing students. Measuring site traffic by tracking number of visitors and session length, Baby Boot Camp was able to evaluate the effectiveness of the site's new changes and continue to make adjustments based on user feedback.
Rotman School Web Site
Rotman School of Management
The Rotman School, in order to achieve its goal of becoming one of the world's top-tier business schools, needed to differentiate its brand and programs and be recognized by a global audience as a leader in research. Rotman recognized that the Internet would be a valuable marketing tool in realizing its goal, and its web site was created to increase global awareness of the programs it offers, strengthening the Rotman brand. In order to evaluate the effectiveness of its web site and continue to make improvements, Rotman generates regular feedback from users and uses the Webtrends Report to measure daily and weekly traffic to specific pages.
Awards were presented to the winners of the 2007 Gold Quill Awards at IABC's International Conference, 24–27 June in New Orleans, Louisiana. To view the 2007 winners, go to www.iabc.com/gquill.
The collection of all case studies from the 2006 Gold Quills Awards program, titled Best Practices in Communication Planning and Implementation 2006, is available for purchase. This softcover book features more than 100 case studies of the best and most innovative organizations in communication right now. Order your book online.
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