Social Media Case Study 1 - Deploy Peace

This is the first part of the first of three case studies I plan to publish. Please let me know what you find helpful and useless alike. Thanks for reading at Featurism.

Deploy Peace is group of women with a mission to give retired military aircraft “one last mission,” to reunite wounded military heroes with their families in their time of need. They do this through dog tag peace necklaces with inspriational quotes. A portion of the proceeds goes to The Fischer House Foundation.

The Problem:
Very slow sales
Low Goggle ranking on all related keywords
No buzz

The Solution:
1. A Website redesign that makes customers feel comfortable buying on their site. Meta tags, descriptions and site tittles were added to help their search engine optimization (SEO).

Old Deploy Peace Site


New Deploy Peace Site


2. Their MySpace page was completely redesigned to reflect their site's new look and provide consistency across they're visitors' experience. A Facebook Page was added to help siphon traffic from the social network into their site by building a community of people devoted to helping veterans.

To help make them searchable, the Deploy Peace Blog was created to span the variety of keywords. Since this technology is new to Deploy Peace, a Social Media Boot Camp will be scheduled soon.

3. To build buzz and drive traffic to their site, the press was contacted with the Deploy Peace story and it was picked up several times. Here's one of the stories that aired on the local CBS affiliate.



The Results
1. The new site was launched on the 9th of December. A dramatic upswing in site traffic followed. We hope to keep that coming, even though it slowed over the weekend. About a third of the hits are from search engines and it's rapidly increasing.




Since the new site launch on December 9th, people have been looking at necklaces or merchandise 44.53% of the time. I'm waiting on sales figures and permission to make them public so we can get a more powerful sense of the effect social media has had on Deploy Peace's mission.

Now take a look at some of the stats from before the overhaul and social media emphasis. The upswing you see was from a news story that came out. Unfortunately, the story yielded few sales because the old site was not conversion-optimized like the new one.




Please keep in mind that the site was launched on the 9th of December. A few days after the launch, Deploy Peace was featured on Trend Hunter along with the video you saw above, all because of social media.

Since this is a developing case study, please come back soon. I'll have sales results and other ROI indicators in the following weeks. Do you have anything in particular that you'd like me to address?

Thanks for reading at Featurism.