NTEN Change Issue 2: June 2011 : Page 23

Case stuDY by SuSAN TENby, TECHSOup GLObAL The initiative was designed for people who had never used digital media (like video or photos) to tell the story of their organization. Their submission to the challenge would become content their This past January, TechSoup held the second annual organizations could use for their mission month-long Digital Storytelling Online Event and (even if they didn’t “win” the challenge). Challenge. It was part contest, part education, and a Overall, the event was a huge success. There were over 500 participants—includ-large part experimental. ing those who attended webinars, live Twitter chats, and submitted digital stories This multi-faceted event included online and offline ele-(there were 107 entry submissions for the challenge). ments that were tied together with one hashtag #TSDIGS (Twitter, TweetChat, YouTube, webinars, Facebook, Flickr, Our Findings Delicious). The stats were difficult to The purpose of the campaign was four-fold: A ClOser lOOk AT An OnlIne enGAGeMenT CAMPAIGn frOM TeChsOuP GlObAl 4.To introduce the donated and discounted products we have available to eligible non-profits and libraries through TechSoup that help people get those stories made. 1. To show nonprofits how to hold an online campaign across various platforms, over an extended period of time, using a hashtag. 2. To show nonprofits that they can easily tell their story, for free, and make it interactive and engaging, instead of only showing their two-dimensional website. 3. To build a community around the learning and sharing of digital stories. Editor’s Note : TechSoup provides their analysis of an online engagement campaign ran earlier this year. We provide additional tips, definitions, and resources in the margins. track because there are so many directions to take social media reporting in (is it more valuable to “Like” on Face-book or to “Retweet” some-thing?) Here are some lessons-learned, along with some (unexpected) observations. Facebook In reviewing our Facebook page posts, we realized some O url shOrTeners are used for two main reasons: to clean-up messy urls that have confusing mix of numbers, letters, and file extensions; and also to take up less characters when posting to character-limited channels like Twitter. NTEN: CHANGE JUNE 2011 PAGE 23

Case Study: Online Campaign at TechSoup

Susan Tenby, TechSoup

Read the full article at http://bluetoad.com/article/Case+Study%3A+Online+Campaign+at+TechSoup/737911/70685/article.html.

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