Displaying

mapquest posts

Apr 17th 2012

Reaching a Million People One Tweet at a Time

When we had the opportunity to rekindle our relationship with TOMS to help celebrate this year's One Day Without Shoes, we spent a lot of time of trying to think of the right way to extend our relationship. In 2011, we had over 1,000 employees all around the world kick off their shoes to raise awareness for children who don't have them.

At first, we considered the idea of doing something twice as big. And then ten times as big. And then 100 times as big, arriving at the number: 100,000. We decided interacting with 100,000 people to tell them about the One Day Without Shoes message would be the number that we would rally our employees and customers around. But how do you count people "we told about something"? It's relatively easy in social media to measure likes, followers, comments, and retweets by using some basic social media analysis tools - but what we were doing was something a little bit different. Each one of these social actions would contribute to the number of people we "told about something", and our goal was really just to reach people with the message.

We then turned to our friends at Simply Measured, and took a look at what reports they had available to help us and found that they were able to measure "Reach", a calculation that measured the potential audience size for our tweets (i.e. how many people may have seen our message through Tweets made by ourselves and others sharing the campaign). Reaching people through Tweets was something we do every day, but previously we'd been unable to quickly and effectively measure this on a campaign basis. Simply Measured has been a great partner to work with, and have even shared a bit more about the methodology used to measure our metrics in a case study on their blog.

The end result was a set of tactics that included ways for all sorts of different users, across a few different platforms, to help incite people to join the movement:

  • We donated a TOMS One Day Without Shoes mail sign in page that ran from April 7th to April 9th. The sign in page reaches an average of 10 million impressions a day**
  • Our about.me team encouraged consumers to change their profile pages to help raise awareness and blogged about the event.
  • AOL Advertising offered up a Style Your Sole party to the agency who was able to best evangelize their employees to share the word.
  • MapQuest donated advertising space on top of every map today to raise awareness about the campaign.
  • AOL Artists around the world are pledging to go barefoot with AOL as well. Check out AOL Artists' Tumblr for updates on which artists are going barefoot and to see them in action.
  • We shared the campaign in taxicab spots that ran in New York, Chicago, Los Angeles and Boston (check out the video below).


All of these calls to action had a social component that would allow users to take an action, and then easily share what they were doing.

We launched our campaign on March 18th, with an initial goal of reaching 100,000 people by April 10th - the day of One Day Without Shoes. That day, we were lucky enough to have TOMS Chief Shoe Giver Blake Mycoskie join us to tell the story of TOMS and One Day Without Shoes. After the event, we started to invite our employees to contribute tweets about the topic, and offered a few tweets from our AOL Twitter account, and to our surprise, we were over our 100,000 reached goal in less than 18 hours. In the tradition of thinking big, we decided to reset our goal to one million. Sure enough, by the end of the campaign, we had some stats to be proud of that we want to share. In total, we reached:

  • A potential audience of more than 1.2 million people on Twitter
  • Around 20,000 people through About.me, where more than 600 people changed their profile to a special TOMS background. (read more about their success)**
  • Millions through the TOMS messaging on MapQuest and on AOL Mail.**
  • Nearly 200,000 people who visited the TOMS page on AOL Impact**
  • Hundreds of employees took part in events all across our offices and shared the news via Twitter


It was great to see so many people respond positively to our campaign and us to learn a lot more about how social content can spread.

Reflecting on AOL's contribution, Blake added, "Because of AOL's continued support of One Day Without Shoes, we were able to make an impact. Through this year's partnership, we built a program with highly measurable results. We can't thank enough everyone that participated, and because of your contributions, we were able to bring so much more awareness to our cause."

We hope you were able to take part in TOMS One Day Without Shoes and if not this year, then mark your calendar for next year! Learn more about the TOMS One for One movement at TOMS.com.


(Photo by Eileen O'Brien)

** Internal AOL Data

Apr 10th 2012

AOL Celebrates TOMS' One Day Without Shoes


Back in March, Blake Mycoskie, Founder and Chief Shoe Giver of TOMS, stopped by our offices to share the story of TOMS, the impact his revolutionary one-for-one model has had on the world, and explain why the One Day without Shoes campaign plays such an integral part in his company's mission.

Last year, more than 1,000 AOLers went barefoot and due to the amazing employee response we received, we decided to increase our impact and help spread the word not just to employees, but to our clients and consumers as well. In order to do this, we launched the 100,000 Voices Challenge on AOL Impact, a social media campaign aimed to spread the word by reaching 100,000 people with the One Day Without Shoes (ODWS). You can learn more about the 100,000 challenge by visiting our ODWS page on AOL Impact, and also be entered to win a $50 TOMS gift card *

We are excited to announce that we blew past our initial goal of 100,000, and were able to reach over 1,000,000 people (and still growing) with the ODWS message! We were able to do this by leveraging all of our best-in-class assets to spread the word. Here's how we did it:

  • We donated a TOMS One Day Without Shoes mail sign in page that ran from April 7th to April 9th. The sign in page reaches an average of 10 million impressions a day**
  • Our about.me team encouraged consumers to change their profile pages to help raise awareness and blogged about the event.
  • AOL Advertising offered up a Style Your Sole party to the agency who was able to best evangelize their employees to share the word.
  • MapQuest donated advertising space on top of every map today to raise awareness about the campaign.
  • AOL Artists around the world are pledging to go barefoot with AOL as well. Check out AOL Artists' Tumblr for updates on which artists are going barefoot and to see them in action.
  • Inside AOL offices, AOLers are celebrating barefoot with activations like TOMS themed pedicures and foot massages.
  • We shared the campaign in taxicab spots that ran in New York, Chicago, Los Angeles and Boston (check out the video below).

We encourage you to join us in who are kicking off their shoes today to spread awareness – you may just have a big impact on a child's life.



*Contest ends 11: 59PM ET on 4/10
**Internal AOL data

Apr 9th 2012

MapQuest Makes Adding Maps to Pinterest Easy

If you can dream it, you can pin it. Heck, even if you can't dream it, someone else dreamt it and you can just 're-pin' it. Unless you have been living on a remote island in the south pacific for past six months, you've probably heard about the tremendously popular social platform that enables people to create pin boards of things they love or are inspired by, called Pinterest. Travel, be it a place you've visited or a place you like to go to, is a big part of what people share on Pinterest. We thought we'd make travel 'pinning' even better by giving people the option to create maps that work with Pinterest so each trip has context to followers.

Here are some cool examples of how people on Pinterest use MapQuest to make their travel related pins even cooler.


How does it work? It's super easy, if you just want a map of a location, simply create your map on MapQuest and then click the "Pin It" Button at the top right of the MapQuest page. This will create a map image and link that you can then upload to Pinterest and add to your 'pin board'.
Careful...it's addictive!

Apr 5th 2012

Welcome to MapQuest National Parks


Here at MapQuest, our team is a collection of adventure seekers, backcountry hikers, photography enthusiasts and family road trippers. America's national parks hold a dear place in our hearts as an amazing collection of destinations preserving some of our nation's most treasured natural, cultural and historical resources. We want to share that passion with you in MapQuest National Parks.

MapQuest National Parks is a new content feature series spotlighting America's national parks. Each of the 58 parks has its own page complete with guide content and a panoramic cover photo from renowned outdoor and adventure photographer QT Luong. With park rangers as your guide, you can also explore six of the most visited parks by video. We hope this project will bring inspiration as you make your travel plans for summer and beyond. National Parks Week, coming up April 21-29, is a great opportunity to get out and experience the national parks around the country free of charge. We wish you happy and safe travels!

Mar 22nd 2012

MapQuest Shares Data Eye Candy

With literally millions of data points pulsing through MapQuest's products each day, we find it easier to visualize and ultimately make use of the information as an infographic, rather than a standard spreadsheet. According to comScore data for February, more than 35 million people each month searched for maps, directions and places such as restaurants, airports, hotels and top brands -- data is something we have a lot of and it tells us a lot about what's interesting to our users.

We even used this MapQuest data about where people like to go to create MapQuest Vibe, our local discovery product. If you haven't had a chance to download one of the top free travel apps in the iPhone store, go to the MapQuest Vibe site or search for mqvibe in the iPhone store to help you find cool neighborhoods and the best restaurants, bars, and shopping wherever you are.



View / download full-size by clicking here.

Search the blog

Follow us

RSS feed

Subscribe

AOL Blog Archives

Select Month