8. Case Studies
Download pdf of all Case Studies
8.1 Content
KDHX’s Haiku Contest
KDHX was giving away two tickets to a sold out Decemberists concert in St. Louis. Rather than executing a simple enter-to-win contest, KDHX instead asked contestants to post haikus to their blog. The contest achieved a high level of engagement and recognition from their audience with over 150 haiku submissions. Read More.
Houston PBS’s Bon Appetweet
During a culinary documentary, viewers were encouraged to participate in “Bon Appetweet,” where they could tag their tweets with #HoustonPBSeats, to interact with the station, one another and Rick Sebak. All of the tweets appeared on the television screen throughout the evening. Read More.
KQED’s Bay Area Bites
KQED started Bay Area Bites (BAB), a food blog, in 2005, and began recently utilizing social media to grow their number of readers. They made sure to be active in the community – retweeting, interacting with followers, and posting linked content that would drive web traffic. Bay Area Bites’ Twitter account has seen a steady increase over the past six months and shows no sign of slowing down. Read More.
8.2 Analytics and Web Traffic:
KVIE’s America’s Heartland Facebook Page
KVIE created a Facebook page for America’s Heartland that would allow fans to interact with one another, and share their thoughts about the show. The goal was to increase the show’s visibility, as well as get some user-generated content. Read More.
OPB Redirecting Facebook Traffic to Website
To increase traffic to their website, OPB decided to promote their web content on Facebook by teasing users with information, rather than posting content in its entirety. While there were a few comments on Facebook, this produced hundreds of views on their website. Read More.
8.3 Community Relations:
KPBS – News Station Change Over
KPBS-FM recently went through a format change from Classical to News. They announced the decision through Twitter, which was then forwarded to Facebook. The change resulted in lots of passionate feedback. The success of social media was in how it was used to address listener concerns. Read More.
8.4 Fundraising
WBEZ’s Sketch Comedians and Youtube
BEZ wanted to run a campaign to increase the number of online donors, so they brought in a sketch comedian to make a few YouTube videos about “what life would be like without WBEZ.” The campaign was a huge success, with more than $31,000 donated to the site and over 40,000 views combined on YouTube. Read More.
KQED’s Groupon
KQED ran a Groupon for 50% off basic membership. The campaign was a success, with more than 500 people signing up and almost all of them were new members. Read More.
KQED’s Facebook status change after donations
KQED added a feature to their donation experience that enabled donors to automatically update their Facebook status to say “I just made an online donation to KQED.” KQED saw a significant increase in the number of donations, as well as visits to KQED’s website. Read More.
