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NWF Social Media Quarterly Update (Q1 2013)
1. NWF Social Media Update
Q1 – January 2013 to March 2013
Notable Social Media Mentions:
35 Companies Rockin’ Pinterest (We’re the only nonprofit)
How the National Wildlife Federation Embraced Social
How NWF Uses Photos to Engage Facebook Users
Top 100 Green Experts to Follow in February (#6)
Increasing Reach:
NWF’s National Facebook Page Likes: Increased from 110,837 to124,343
(up 12.2%)
*about 152 new likes per day
NWF’s National Twitter Page Followers: Increased from 117,753to126,397
(up7.3%)
*about 98 new followers per day
NWF’s Google+ Followers: Increased from 213,800 to 246,947
(up about 15,5%)
*368 followers per day
Want to see more? Check out our NWF’s otherFacebook and Twitter accounts.
Engagement on Social Sites:
Top Retweeted NWF Tweets:
1. Endangered Pacific right whales may receive stricter federal protection:
http://t.co/l4gztC5i
2. For Polar Bears Contending With Climate Change, "It's Survival Of The Fattest":
http://t.co/olxAoi4Ypc
3. The Republic of Congo has declared a new park that protects 15,000 gorillas
http://t.co/ZYefBmEX
Observations and Next Steps:
Since this quarter none of our more retweeted posts linked to our own content.
We’ll be focusing on tweeting our own content late at night (when some of our most
popular tweets are released)
Top Shared and Liked Posts on Facebook:
2. 1. Happy Valentine's Day! In honor of today we wanted to share amazing animal
heart facts with you-- enjoy the day!See Post
2. Today for National Wildlife Week we're exploring wildlife often found on or in the
TRUNK of a tree! What would you add to the list?See Post
3. Valentine’s Day Ecards: See Post
Observations: Strong visuals and photo albums continue to dominate our top posts.
By creating content (such as the Ecards and the Infographic) we saw a huge amount
of sharing this quarter.
Traffic From Social Media to our Website
(pulled from Omniture and Google Analytics)
Top viewed pages from Twitter:
1. NWF Green Inaugural Ball: See Page1,176 pageviews
2. National Wildlife Federation’s Homepage www.nwf.org1,159pageviews
3. Squirrel Appreciation Day –Robo Rodents311 pageviews
Observations: Twitter is about relationships and the fact that we are seeing a large
number of pageviews to our homepage can tell you that when staff active on Twitter
and link to our homepage- it makes a difference.
Top viewed pages from Pinterest:
1. Recipe Page on the Kids Site See Page4,089pageviews
2. Flamingo Valentines See Page1,915 pageviews
3. NWF’s Error Page 1,842pageviews
Actionable next steps: Continue figuring out what errors are occurring since one of
our most visited pages is an error page. Look to increasingly pin more individual
recipes so that the category page isn’t the only thing receiving traffic.
Top viewed pages from Facebook:
1. Squirrel Appreciation Day Article (from 2011) received 9,573 pageviews
2. Happy Valentine's Day! In honor of today we wanted to share amazing
animal heart facts with you-- enjoy the day!See Post7,787 pageviews
3. NWF Green Inaugural Ball: See Page3,712pageviews
Key Lessons Learned and Accomplishments:
NWF Green Ball:As part of the Inaugural Green Ball, we encouraged NWF social
communities to share their #Greenwish and collected over 500 wishes to share
3. throughout the event. Even the Vice President, Joe Biden made a #greenwish. We
had over 1700 tweets mentioning the event. Using social media at an event like this
was new for NWF and we displayed tweets live from many of the event screens. We
noticed an surprising number of photos shared via Instagram (over 200). We’re
continuing to follow Green Ball attendee interaction within our social channels. We
did a social analysis of the attendees and there was a higher level of key influencers
and engagers amongst them—so that means we may have luck cultivating them
further from social media.
National Wildlife Week- Wildlife in Trees Facebook Album:
For National Wildlife Week we tested created a “crowdsourced” album on Facebook
where people would come to our wall and post pictures of wildlife in trees. The
album received over 4,000 likes, well over 300 submission and 1,500 shares. This
was a great way to get people to visualize the connection animals have with trees!
Each individual photo also received a number of shares and it really drove
engagement on our page to new levels.
4. Annapolis Office -Reaching 1,000 Likes andCaring for Supporters
The Annapolis office experimenting gaining likes with the picture
included below. The post received 42 likes/ 18 shares and was one of
the most popular posts they’ve had so far. They did notice that the
post gained more likes than their actual page.
Cultivation of loyal FB posters
Sent a care package to a follower who is a bird enthusiast and
has his own birding blog
He shares pictures each day and names each species
Received our package and posted a picture of RR to his birding
blog asking people to check out our site and what we do. He
has offered to put a summary of our regional center on his blog to get people
over to our page
Campus Ecology Ran Their First Facebook Ad:
For 9 days between 2/26 and 3/8 we used a Facebook ad to promote posts and also
the campus page, achieving 5x as many new likes during that span than during the
week before and 4x as many new likes during that span than during the week after.
The ad also helped us reach more 18-24 year olds and moderately boosted
engagement (likes and shares). Between 3/18 and 3/24 we got 2x as many page
likes as the previous week.
Be Out There Facebook Party
Total Facebook Event RSVPs: 110
Email capture: 91 responses via registration form required to be eligible for prize
giveaways
Facebook Likes: 109 new Facebook Likes since December
Increased Reach: 432% increase with January’s reach being at 33,016 people, so far
Bundle Up and Be Out There Facebook Chat reached a total of 19,810 people on
January 17, outside of any other posts made by Be Out There unrelated to the Facebook
Chat
5. Resonating Advocacy Messages on Facebook and Twitter
Overall, the most successful campaigns this quarter on Facebook were:
Polar bears and climate change
Caribou and Bald Eagles impacted by Keystone XL
Calling on the Senate to oppose anti-wildlife amendments in the federal
budget
Most Retweeted posts on Twitter were:
BP trial and Gulf restoration
Keystone XL and climate/caribou
Wildlife in a Warming World Report
Testing a New Tool: Thunderclap
For the “Forward on Climate” rally in Washington, DC on Feb. 17, we emailed
approximately 50,000 NWF activists across the country, inviting them to participate
in a solidarity action online via Thunderclap—a tool that automatically schedules
Facebook status updates and tweets at a specified time. Nearly 6,000 NWF activists
clicked through to the Thunderclap landing page—the most out of any of the
participating groups. The overall conversion rate (those who completed the action
once they reached the page) was 59%. We also promoted this action on Facebook,
twitter, and Wildlife Promise. This proved to be an effective tool for increasing
national visibility and building awareness by offering our supporters the
opportunity to amplify the message of the event even if they were not able to attend
in person.
Trends and Industry News:
How To Make Awesome GIFS
A Facebook Fan is Worth $174, Researcher Says
Vine (Twitter’s video app) Tops List of Free iPhone Apps
Facebook and Changed Their Logo
Tips of the Quarter:
Since Google announced their discontinuation of Google Reader, check out a post on
the 5 best alternatives for subscribing to feeds.