Higher Education Case Study: Experiential Social Media for Columbia College Chicago
Experiential social media case study for Columbia College Chicago shows how interaction-based experiential social media performed against traditional content-focused social media. Quantitative metrics compare results from content-focused social media to interaction-focused social media.
Profile
 Columbia College Chicago is a private, nonprofit college offering a distinctive curriculum that blends creative and media arts, liberal arts and business for nearly 7,500 students in more than 100 undergraduate and graduate degree programs. Dedicated to academic excellence and long-term career success, Columbia College Chicago creates a dynamic, challenging and collaborative space for students who experience the world through a creative lens.
Business Challenges
“Social media” had been largely dormant at Columbia when management met CSRA in 2016. As a strong communications school, Columbia had many pockets of enthusiasm and early adopters, but these early efforts did not produce any enduring effects. Meanwhile, the practice of using social media within a coordinated marketing and communications strategy was growing, and the Strategic Marketing and Communications team wanted […]
Global Nonprofit Non-governmental Organization Case Study: Social Business Strategy for Global Nonprofit Non-governmental Organization
Experiential Social Media Nonprofit Case Study for a global NGO shares insights and results of CSRA’s social business strategy and analysis, which considered community service and volunteering in ten operating regions worldwide.
Profile
Global Nonprofit Non-governmental Organization was founded in the 20th century and has operations in over 200 countries. Its chapters/clubs have members and volunteers who plan and perform service projects in local communities.
Business Challenges
Management perceived that its traditional service club model was under threat in the digital age in which people were shifting their methods of communicating and collaborating. The client also relied heavily on volunteers and members to operationalize its mission, and they saw a schism in their membership: long-time members skewed older and weren’t comfortable with interacting online while new, younger members eschewed face-to-face meetings and wanted to collaborate online. Thirdly, many of its clubs/chapters had websites and social media accounts that exhibited no standards and didn’t present a unified image; members who ran these sites/accounts had varying levels of social media knowledge.
Role
CSRA served as subject matter expert and engagement leader, using its Social Network Roadmap(SM) methodology […]
Electronic consumer products Case Study: Experiential Social Media for USI Alarms
Experiential social media case study for USI Alarms shows how interaction-based experiential social media performed against content-based experiential social media and against traditional content-focused social media.
Profile
Universal Security Instruments (“USI Alarms”) was founded in 1969. The company has a conservative, engineering culture that is dedicated to smoke alarms and other home safety devices, and management had been frustrated that smoke alarm buyers and influencers were largely unaware of the technical superiority of its products. The company holds 11 patents on detection technologies, based on its proprietary research into the science of fire and fire detection. It invented and launched the first “smart” smoke alarm in 2011, but newcomer Nest has more smart home awareness. USI Alarms was ranked #56 fastest-growing business in Fortune Small Business Magazine’s “Top 100 Fastest-Growing Public Small Companies” in 2007. In 2003 it went public on the American Stock Exchange (UUU).
Business Challenges
The consumer market for smoke alarms in the U.S. and Canada is dominated by Kidde and First Alert, which are owned by separate business conglomerates, and Nest and other app-based entrants threaten to disrupt the market. Market leaders have very […]
Government Case Study: Social Media-Powered Event Calendar Uses Web 2.0 & Promotes Community Business Challenge
This local government produces and promotes numerous events oriented to business, arts, family, culture, development and fitness interests. The client’s Organization Audit had revealed the community’s frustration with having no unified “event calendar,” so this pilot provided one.
Role
As engagement partner, worked with the Communications Department team to plan, launch and evaluate an eight-week pilot, a unified calendar that we deployed on WordPress to encourage community feedback on events.
CSRA developed the pilot charter (project plan) that included specific goals, resource requirements, timelines, content strategies and measurements. Developed several pilot templates that explicitly outlined specific goals, workflows and tools for Champion, Manager and Contributor roles.
Rollout
The government produces an amazing depth and breadth of cultural, athletic, educational and social events, while other local groups and organizations have their own events, as did myriad other organizations. Therefore, the unified calendar had two principal goals: 1) syndicate in numerous sources of events that were aligned with stakeholders and 2) make the unified calendar equally accessible via Web and mobile. Another secondary goal was to get people talking about events; i.e. reviewing them.
CSRA served […]
Government Case Study: Local Government Fitness Program Grows from Facebook to WordPress Business Challenge
This local government’s community has an unusually high interest in health and wellness, and its Ecosystem Audit revealed extensive opportunity online. In addition, the government operates fitness centers and has a business interest in engaging the community around fitness. Moreover, the community has numerous health and wellness experts and related businesses the client wanted to support by inviting their participation.
Role
As engagement partner, worked with the Communications Department team to plan, launch and evaluate an eight-week pilot, a branded fitness tips campaign that launched on Facebook and, since response was very enthusiastic, expanded to its own presence on WordPress.
CSRA developed the pilot charter (project plan) that included specific goals, resource requirements, timelines, content strategies, community collaboration process and measurements. Developed several pilot templates that explicitly outlined specific goals, workflows and tools for Champion, Manager and Contributor roles. Notably, community wellness experts were contributors in that they submitted tips in their areas of expertise, which this site publicized.
Rollout
This was the client’s second pilot. It provided daily practical fitness tips that were aligned with three fitness profiles, workout (serious), recreation (social, weekend) and […]
Government Case Study: Facebook Page Launch for Local Government Business Challenge
Local government was significantly behind some of the community’s social media early adopters in fielding a presence, so management knew that their social media presences would be closely scrutinized. Therefore, management wanted to choose the optimal venue in which to launch and build the foundation for expansion. This pilot had two goals: to test the strategy and to build the client’s social business competency. Competency had two facets: hands-on experience with social and technical nuances of using the platforms as well as a management capability for planning, launching and evaluating social business projects.
Role
As engagement partner, worked with the Communications Department team to plan, launch and evaluate an eight-week Facebook pilot and to seed the government’s social business team. CSRA developed the pilot charter (project plan) that included specific goals, resource requirements, timelines, content strategies and measurements. Developed several pilot templates that explicitly outlined specific goals, workflows and tools for Champion, Manager and Contributor roles. Used the Social Network Roadmap(SM)’s social business management framework to manage the growth of the client’s social business competencies.
Rollout
The Facebook Page was the client’s first social media presence. Their team […]
Hightech Case Study: Social Business Strategy for Computer Components Brand Business Challenge
Market leading computer components business and ecommerce retailer had several highly visible social media presences but felt they were not tapping social business’s potential. They wanted to be more confident of their purpose: what they were doing, where, how and when. The Social Business Strategy provided an in-depth Ecosystem Audit as well as an Organization Audit to measure the firm’s unique assets. It recommended several pilots to implement the strategy.
Role
As engagement partner, led Social Business Strategy using the Social Network Roadmap(SM). Advised global marketing, public relations and social business team on optimizing social business investment.
Rollout
Produced the Social Business Strategy in two phases, the Ecosystem Audit (external focus) and the Organization Audit (internal focus).
For the Ecosystem Audit, developed stakeholder profiles, and worked with multidiscinplinary client team to prioritize them in terms of importance to the business.
Developed each stakeholder’s key characteristics, and used them to design filters that would find them online. Programmed, tested and iterated each stakeholder filter in tight cycles. Utilized SNR Analytics tools and processes to rank highest priority digital social venues that would enable the brand to interact most […]
Salvatore Reina shares insights about PricewaterhouseCoopers’ global social networking initiatives.. highlights of internal projects and client engagements […]
 CSRA milestones reflects on my first ten years of experiential social media, seen through the eyes of clients I’ve served. I’ll share what I learned about what outcomes we got in each engagement as well as how it happened that I developed and pioneered experiential, which if a repeatable process for developing trust and profit at scale.
If you’d like to watch this post instead, just click the thumbnail button.
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Drive to Trust: A Rare Opportunity to Increase Business and Social Impact
Drive to Trust shows firms how to build trust at scale, so they grow their social and business impact more consistently and sustainably. CSRA guides firms in digitizing trust building.
See the video trailer
Drive to Trust is CSRA’s special initiative for partnering with firms to build trust with customers, donors, employees and other stakeholders by breaking some rules in social media and marketing. It’s a rare chance to change the game because trust moves all kinds of revenue and cost levers in ways that rivals can’t copy.
 Chicago Social Empowerment—Drive to Trust’s new cohort is a rare chance for nonprofits to use experiential social media to generate more donations, volunteers, and community support. Learn more about the cohort…
![]() January 29th, 2017 | Category: |
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