Someone is talking about your organisation but do you know who they are and what they are saying?
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Roger Jones, Beth Granter and Reben Turner at Digital Leap 09
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Someone is talking about your organisation but do you know who they are and what they are saying?
- 11. objectives
- 13. Car analogy
- 20. People People Foodie Animal lover Earth guardian Politico Health conscious … ..
- 21. People Objectives Increase awareness of Drive traffic to the http://ciwf.org.uk website Increase donations … ..
- 23. Donate
- 25. • 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
- 26. • 409 total items • 28 new items which were optimised • Tagging • Contact interaction • Adding photos to groups • Creation and management of a group
- 31. • Contact acquisition - Total fans
- 32. • Engagement - Wall posts
- 33. • 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
- 35. 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 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 http://qdos.com
- 38. Measurement • 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%
- 39. Twitter Grader 100 97.9 95 • 43 @ciwf tweets 90 (links, conversations) 85 • From 23 to 1,629 followers Grade (%) 80 (ears) 75 • 72 “Compassion in World 70 Farming” tweets 65 63 • 7 ciwf.org.uk tweets 60 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
- 40. • Feature on JustGiving blog
- 41. Results 403% increase in page views via social media referrals (in comparison to previous social media referrals) Visitors via social media spent 45% longer on the site Blog or forum posts on over 20 sites SEO: on Yahoo Image Search, Compassion‟s images now come up on the first page for various key search terms Over 1,500 Twitter followers gained Over 70 mentions by the Twitter community Over 4000 new Facebook Fans (133% increase) 50% of people clicking the Facebook Ads went on to become Fans Click throughs from Wikipedia increased over 700%