Novartis decided to adopt social media to generate awareness on CML Disease and launched a community site known as CML Earth. The site targets CML patients, health-care professionals, and patient groups. The site lets members connect with others near them. The results: More than 2,000 members, an unmatched resource for information on CML and a very active community willing to help CML patients anywhere in the world. Case Study
Paul Young, a member of Charity:Water non-profit organization used social media on his birthday to raise charity money for the cause of providing clean water in Ethiopia. Paul used Bit.ly to track the hits on his charity page and used Facebook to spread the word amongst his friends. He also used Twitter and tweeted about this noble chairable cause. Paul raised $1,240 through this campaign. This social media experiment not only helped charity but it’s also a great showcase for the wide reach of social media tools such as Twitter and Facebook Case Study
The ‘Be A Voice for Darfur’ multi-channel ad campaign used social media successfully to bring people’s attention to the appalling genocide in Darfur. An email linked to a website petition was spread encouraging people to sign and share it with their friends. A blogger’s kit and blogger outreach program ensured that the cause is spread through the blogging fraternity. The Facebook cause for the campaign raised over $75,000 from it’s 1,000,000 plus members. Twitter was used with hashtags and people were encouraged to tweet about it. Even Barack Obama pitched in with online videos to promote this very successful campaign. Case Study
Wong Lo Kat, a herbal drink by JDB Group, made nearly 100 million RMB donations for earthquake victims in China. As a vote of thanks, a viral marketing strategy was launched where a forum titled “Force out Wong Lo Kat” was posted on social media sites. The campaign was a huge success; Google found more than 380,000 website links and nearly all Chinese News websites reported this event with a heavy number of news articles. It also generated huge amounts of sales for the drink. Case study
Charleston Parks Conservancy (CPC) in order to raise awareness regarding the parks in the city created a social movement of passionate park lovers that could generate responsiveness for improvement of city parks. Although Charleston had a great history associated with the parks, but people hardly knew about it. It started by instilling a sense of ownership in the citizens. The challenges were optimistically encountered by CPC by creating an identity and community site for the “Park Angels”. It also recruited and trained Park Angels that could connect with the citizens and respond to their concerns. Case study
Quicken Loans sponsored Bob Lee’s bicycle ride and also designed a new website and blog for him to support his fund-raising efforts. The aim was to enable Lee to narrate his experiences from his tour. This new site and blog attracted over 50,000 hits and helped Lee easily achieve his target of 50,000. In fact, he raised more than $306,000 and has set a target of $500,000. Case study
Tod Maffin, President of engageQ digital, is a digital communications strategist, specializing in social media, mobile marketing, and viral marketing. 
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