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
• Facebook Ads
Donate

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
100
97.9
95
• 43 @ciwf tweets (links,
90
conversations)
85
• From 23 to 1,629 followers (ears)
Grade (%)
80
• 72 “Compassion in World
75
Farming” tweets
70
• 7 ciwf.org.uk tweets
65
63
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

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' PageRank
s
http://qdos.com

Qdos – overall buzz

How we measured it – Samepoint
http://samepoint.com

Samepoint – overall buzz
Samepoint Social Conversation Search
8000
7000
6000
\"Compassion in World Farming\" Social
5000
Mentions
Social Mentions
CIWF Social Mentions
4000
3000
2000
1000
0
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
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