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Compassion in World Farming had already made a start in social media, with a Facebook Fan Page, a Flickr account and a Twitter account. A unified social media strategy was now needed in order to bring each element together, to ensure the organisation’s whole online presence was speaking with the same voice. They asked us to raise their profile online in order to increase awareness, click throughs and donations, via social media activity.This case study was presented at Social Media Measurement Camp in London in February 2009 by Beth Granter.
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Compassion in World Farming
Beth Granter / Compassion in World Farming case study
Date 30 March 2009
Social media – mid-project evaluation
• What the goals were (the brief)
• What we planned to do
• What was done
• How we tracked it
• What has worked?
What the goals were (the brief)
• Use social media to:
– Increase awareness of Compassion in World Farming
– Drive traffic to the http://ciwf.org.uk website
– Increase donations
What we planned to do
• Achieve these goals through the following methods
What we did - Facebook
• Customised and managed Facebook Page
What we did - Facebook
Donate
• Facebook Ads
What has worked – Facebook Insights
• Contact acquisition - Total fans
What has worked – Facebook Insights
• Engagement - Wall posts
What we did - Twitter
• Following key people
• Tweeting news and links
• Communicating with people via ‘@’ replies
• Asking what people wanted us to tweet about
• Asking people to blog about us
• Thanking people for RTs
How we measured it – Twitter Grader
• Followers (mainly)
• The power of this network of followers (2nd-order followers)
• Pace of your updates
• Completeness of your profile
• and “a few other factors.”
– The algorithm uses the degree of engagement of a twitter user (how often they get responded to and cited).
http://twitter.grader.com
The results – Twitter Grader
Twitter Grader
63
97.9
60
65
70
75
80
85
90
95
100
19/01/2009 23/01/2009 30/01/2009 06/02/2009 13/02/2009 21/02/2009 27/02/2009 06/03/2009 03/09/2009 20/03/2009
Date
Gra
de (
%)
• 43 @ciwf tweets (links, conversations)
• From 23 to 1,629 followers (ears)
• 72 “Compassion in World Farming” tweets
• 7 ciwf.org.uk tweets
The results – Twitter PR
• Feature on JustGiving blog
What we did - Flickr
• 409 total items
• 28 new items which were optimised
• Tagging
• Contact interaction
• Adding photos to groups
What we did - Flickr
• Creation and management of a group
How we measured it – Flickr stats
How we measured it – Flickr stats stuck together!
• Flickr stats across 2.5 months
How we measured it: Flickr - Yahoo image search
• On Yahoo Image search, ‘broiler chicken’ brings up six on page one of 4,323 total images found
• Other first page results include ‘dairy cow’, ‘organic pig farming’, ‘organic chicken farming’, ‘intensive chicken farming’, ‘factory chicken farming’, ‘factory chicken farm’
• 60 contacts
• 21 group members
• 68 items added to group
• Results would improve further if more images were provided
What we did – Blogs and forums
What we did – Blogs and forums
What we did – Blogs and forums
How we measured it - Qdos
• Based on:
– Popularity (who you know and the extent of your online network)
– Impact (how much people listen to you online)
– Activity (how active you are online)
– Individuality (how easy you are to find online according to your name etc.)
• Numerical values, e.g. x blog posts in the last month, fed into a vector that partially normalises over the user population, to get a final score. Like Google's PageRank
http://qdos.com
Qdos – overall buzz
How we measured it – Samepoint
http://samepoint.com
Samepoint – overall buzz
Samepoint Social Conversation Search
0
1000
2000
3000
4000
5000
6000
7000
8000
01/01/2009 16/01/2009 23/01/2009 30/01/2009 06/02/2009 13/02/2009 21/02/2009 27/02/2009 06/03/2009 13/03/2009 20/03/2009
Date
So
cial
Men
tion
s
"Compassion in World Farming" SocialMentions
CIWF Social Mentions
http://samepoint.com
Google Analytics – Advanced Segments (Beta)
Google Analytics – Advanced Segments (Beta)
Google Analytics – Advanced Segments (Beta)
• Use segments to exclude other ad streams, e.g. banner ads
• 2236/17047 = 13% of referrals were via social media during the project
• The previous average was 4%
Measurement tools summary
• Facebook Insights
– Engagement: wall posts
– Acquisition: new fans
• Flickr stats
• Twitter Grader
• Yahoo Image Search keyword results
• Qdos
• Samepoint
• Google Analytics
– Goals
– Advanced Segments (Beta)
– Referrals
Compassion in World Farming
The end
Date 30 March 2009
