Adelaide social media forum - Conservation Council of SA


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Presentation at the Adelaide social media forum by Noriko Wynn from Conservation Council of SA, titled 'Places you love: Facebook ads and campaigns'

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Adelaide social media forum - Conservation Council of SA

  1. 1. Facebook Ads and CampaignsNot-for-profit social media forum – Adelaide.8 November 2012.@ConservationSAFB/ConservationSA Noriko Wynn Policy and Communications Officer Conservation Council of SA
  2. 2. Who are we?
  3. 3. Peak body for the environment in South Australia.Over 40 member groups.Celebrated our 40th birthday last year.
  4. 4. What do we do?
  5. 5. Campaigns
  6. 6. Projects
  7. 7. Community
  8. 8. 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.
  9. 9. TodayConservation SA Ad Campaign Places you Love Campaign.
  10. 10. Why Facebook Ads?
  11. 11. FundraisingWhere numbers ruleA good thing too because fundraising is important,But sometimes it can be at odds with managing an online community.
  12. 12. ExamplesCTR – 0.07%Likes - 207Actions - 337 CTR – 0.04%Cost - $241.12 Likes - 0 Actions - 0CTR – 0.06%Likes - 192Actions - 208 CTR – 0.05% Likes - 2 Actions - 2CTR – 0.09%Likes - 447Actions - 617 CTR – 0.04% Likes - 0 Actions - 0CTR – 0.07%Likes - 364Actions - 551
  13. 13. Results Lifetime Total likes40003500 338030002500200015001000 600 500 0
  14. 14. But….
  15. 15. Digging a little deeper14001200 Weekly # engaged1000800600400200 0
  16. 16. The Peaks
  17. 17. And deeper still1.2 Weekly engagement per like 1 Advertising in Effect0. 0
  18. 18. 1.2 Weekly engagement per like 1 (Weekly Engagement per post per like) *100 Weekly Talking About per like0.8 Advertising in Effect0.60.40.2 01/04/2012 1/05/2012 1/06/2012 1/07/2012 1/08/2012 1/09/2012 1/10/2012 1/11/2012
  19. 19. What do all the numbers mean?Ads may increase the number of likesThis increases the engagement in real numbersBUTDoes not increase relative engagement, i.e. Engagement per total likes.
  20. 20. The Risks
  21. 21. Community Managers RuleKNOW YOURCOMMUNITY
  22. 22. 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.
  23. 23. Attracting the FringeSome of what we do is very contentious. Marine Parks Murray-Darling Basin PlanWe attracted people we didn’t want in our community.Distruptive
  24. 24. Strategy ChangeChange 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 messagesTime
  25. 25. Lessons we’ve learntHaving access to a larger community is great.ButIt 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.
  26. 26. The Alliance• ACT Conservation Council • Humane Society International• Arid Lands Environment Centre • International Fund for Animal Welfare• Australasian Bat Society • Invasive Species Council• Australian Conservation Foundation • National Parks Association of the ACT• Australian Marine Conservation Society • National Parks Association of NSW• Australian Rainforest Conservation Society • National Parks Australia Council• Bat Conservation & Rescue Qld Inc • Nature Conservation Council of NSW• BirdLife Australia • Queensland Conservation Council• Cairns and Far North Environment Centre • Queensland National Parks Association• Climate and Health Alliance • Tasmanian National Parks Association• Colong Foundation for Wilderness • The Nature Conservation Society of South• Conservation Council of South Australia Australia• Conservation Council of Western Australia • Total Environment Centre• EDO Victoria • Victorian National Parks Association• Environment Centre • WWF-Australia• Environment Tasmania• Environment Victoria• Greenpeace Australia
  27. 27. 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
  28. 28. 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.
  29. 29. Time managementNFPs – 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.
  30. 30. Facebook AdsIt takes time to build a community and following.We used ads to get the word out quickly move beyond the personal networks.
  31. 31. The Ads
  32. 32. SummaryAds are good for building a following, but there are risks to your communitySponsored stories are better.Good content is vital.
  33. 33. Other things to considerTiming – 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.
  34. 34. And because he’s cute