Facebook Ads and Campaigns

Not-for-profit social media forum – Adelaide. 8 November 2012. @ConservationSAFB/ConservationSA

Noriko WynnPolicy and Communications Officer

Conservation Council of SA

Who are we?

Peak body for the environment in South Australia.

Over 40 member groups.

Celebrated our 40th birthday last year.

What do we do?

Campaigns

Projects

Community

What does this mean for Social Media?

We have a lot to talk about.Sometimes too much.

But...Not all of it is always going to be relevant to all our

audience.

Today

Conservation SA Ad Campaign

Places you Love Campaign.

Why Facebook Ads?

Fundraising

Where numbers rule

A good thing too because fundraising is important,

But sometimes it can be at odds with managing an online community.

Examples

CTR – 0.07%Likes - 207Actions - 337Cost - $241.12

CTR – 0.06%Likes - 192Actions - 208

CTR – 0.09%Likes - 447Actions - 617

CTR – 0.07%Likes - 364Actions - 551

CTR – 0.04%Likes - 0Actions - 0

CTR – 0.04%Likes - 0Actions - 0

CTR – 0.05%Likes - 2Actions - 2

Results

5/18/125/25/12 6/1/12 6/8/12 6/15/126/22/126/29/12 7/6/12 7/13/127/20/120

500

1000

1500

2000

2500

3000

3500

4000Lifetime Total likes

600

3380

But….

Digging a little deeper

0

200

400

600

800

1000

1200

1400

Weekly # engaged

The Peaks

And deeper still

0

0.2

0.4

0.6

0.8

1

1.2

Weekly engagement per like

Advertising in Effect

0

0.2

0.4

0.6

0.8

1

1.2

Weekly engagement per like

(Weekly Engagement per post per like) *100

Weekly Talking About per like

Advertising in Effect

What do all the numbers mean?

Ads may increase the number of likes

This increases the engagement in real numbers

BUT

Does not increase relative engagement, i.e. Engagement per total likes.

The Risks

Community Managers Rule

KNOW YOUR COMMUNITY

With an extra 2800 fans I didn’t know who they were.

Needed to spend a lot of time learning all over again who my community was.

What they liked, what they didn’t like, what they knew.

Attracting the Fringe

Some of what we do is very contentious. Marine ParksMurray-Darling Basin Plan

We attracted people we didn’t want in our community.

Distruptive

Strategy Change

Change the content.

Use more general content. RisksRisk alienating the original community who were

highly engaged.

In trying to keep a larger community engaged and happy, this sometimes doesn’t leave space for the important messages

Time

Lessons we’ve learnt

Having access to a larger community is great.

But

It makes it difficult to know who your community is.

Risk of attracting inappropriate people to your community.

Not everyone is going to be interested in everything you do.

The Alliance• ACT Conservation Council• Arid Lands Environment Centre• Australasian Bat Society• Australian Conservation Foundation• Australian Marine Conservation Society• Australian Rainforest Conservation

Society• Bat Conservation & Rescue Qld Inc• BirdLife Australia• Cairns and Far North Environment

Centre• Climate and Health Alliance• Colong Foundation for Wilderness• Conservation Council of South Australia• Conservation Council of Western

Australia• EDO Victoria• Environment Centre• Environment Tasmania

• Environment Victoria• Greenpeace Australia• Humane Society International• International Fund for Animal Welfare• Invasive Species Council• National Parks Association of the ACT• National Parks Association of NSW• National Parks Australia Council• Nature Conservation Council of NSW• Queensland Conservation Council• Queensland National Parks Association• Tasmanian National Parks Association• The Nature Conservation Society of

South Australia• Total Environment Centre• Victorian National Parks Association• WWF-Australia

What are the risks?

• Federal oversight on issues of National Significance, including decisions on projects like – Alpha Coal in QLD– Olympic Dam Expansion– Franklin River– Oil rigs on the Great Barrier Reef– Oil and Gas exploration in the Great Australian Bight and

Kangaroo Island– Coorong and Lower Lakes

• There was no public consultation on this decision. This will set back environmental regulation 30

years

The Campaign• Places you love.

Public outreach nationally• Digital

– Website– Facebook– Hashtag #placesyoulove– Online advertising

• Petition• Mail out of postcards• Submission of photos to website.

Time management

NFPs – resource poor, particularly time.

We all have our own networks to run and manage.

So we are sharing responsibility for the page.

Each of the key groups involved with the campaign takes turn managing the page.

Facebook Ads

It takes time to build a community and following.

We used ads to get the word out quickly move beyond the personal networks.

The Ads

Summary

Ads are good for building a following, but there are risks to your community

Sponsored stories are better.

Good content is vital.

Other things to consider

Timing – is it appropriate?

Who is your audience? Will you attract the right people?

Do you want to expand it? Or would your time and resources be better spent engaging your current following.

And because he’s cute