Social Media Case Study 1 - Deploy Peace cont'd

Welcome. Or if you've managed to find your way back here, welcome back. I last left you with the first part of a social media case study where the Ridgewood Web Development team set out to solve some significant problems for an organization called Deploy Peace. The result was a new Website, a new blog, a MySpace redesign, and the creation of a Facebook Page. Let me know if there's anything else you need to know.

Here's the second part.

First thing's first. Let's address this massive spike in the data. On December 19th at approximately 10:30 am EST, Deploy Peace co-owner, Karen Gulino, had an interview with T.J. Holmes on CNN. The Network tells us that 5 million people were watching. Here's the interview.



Since CNN had to go and trump my attempt at looking at the effects of social media alone, now we'll look at the effect of CNN on Deploy Peace's site, social media and sales.

The site



Since the CNN interview, the site has gotten more page views than it has in a year. It was a whirlwind of hits that resulted in their necklaces page, which doubles as a store, being the top receiver of page views. I say we get an A+ for conversion for this first step toward our goal. As you look further down the Top Content list you can see how successful we were at the 2 other steps that need to happen in order for someone to buy a necklace. You may have to click on these images to read them. I'll give you a moment to take a look.




*Whistling*
Oh, good. You're back. What'd you find out? It looks to me like:

• People like the Hendrix Necklace best.
• Kennedy is their second favorite.
• Oh, and people like burgundy and sand more than olive.

What's more important though is how many people made it to the cart to buy their items. Looks like 14 people made it to the cart. And, if you look back at the picture directly above and to the right, you can see that 7.14% of people exited from this page. That means that only 1 person didn't follow through to buy an item if he/she added merchandise to his/her cart.

Now, on the conversion factor. With a little quick math I can see that our conversion rate for visits since the CNN interview is 1.5%. So, to put this in perspective, their Website makes 1 sale for every 587 visits to the site. Interestingly enough, the conversion rate prior to the CNN interview was also 1.5%. Remember though that this tells us nothing about what, or how much, people bought through the site. Maybe Karen will be kind enough to give us those numbers for the third part of this series.

The social media

Facebook has the best tools for looking at social media, though I do have some stats for Deploy Peace's blog. Take a look at this Facebook graph.



Can you spot the CNN Interview? They got 56 views to their Page and about 12 new friends. What particularly nice to know is that 56 of the people who exited their site, probably did so to check out their Facebook Page. Plus it's always good to see note from your customers in a rather impersonal shopping experience.



You can also check out some demographic data for the Fans of the organization on Facebook. This could be enlightening once they build some more connections.



The blog had a decent increase in traffic too.



We have yet to get them in for a social media workshop to talk a little more about how to communicate and connect with people online. We'll also focus on how to write for the Web to get noticed. My next post on this will be after I finish that and hopefully I'll have some sales figures for you at that point.

Anything else you want to know?