FACEBOOK VIRALITY
UNICEF MOZAMBIQUE
10-July-2012
Virality - “The percentage of people who have created a story from
your F...
TOP4POSTSBYVIRALITY
Date Range: 17-May-2012 to 1-July-2012
TOP4POSTSBYVIRALITY
Virality: 34.66%
Date: June 12, 2012
Time: 11AM-1PM time slot
Strategy:
1- Use key date to create
awar...
TOP4POSTSBYVIRALITY
Virality: 21.84%
Date: June 16, 2012
Time: 12PM
Strategy:
1- Use key date to create
awareness in key i...
TOP4POSTSBYVIRALITY
Virality: 11,91%
Date: July 1, 2012
Time: 4PM-6:30PM time slot
Strategy:
1- Once a week (Saturday or
S...
TOP4POSTSBYVIRALITY
Virality: 11,27%
Date: June 25, 2012
Time: 11AM-1PM time slot
Strategy:
1- Use key date to create
awar...
BOTTOM4POSTSBYVIRALITY
Date Range: 17-May-2012 to 1-July-2012
WHY THEY FAILED?
1- Copy-Paste link from microsite/website/b...
www.facebook.com/unicef.mozambique
Virality
“Median virality rate for Facebook Pages: 1.92%”
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UNICEF Mozambique Facebook Virality Report 2012

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A quick study into creating posts that have potential to go viral, and posts that reduce reach and engagement in NGO-related pages.

Published in: Technology, Travel
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UNICEF Mozambique Facebook Virality Report 2012

  1. 1. FACEBOOK VIRALITY UNICEF MOZAMBIQUE 10-July-2012 Virality - “The percentage of people who have created a story from your Facebook Page post out of the total number of unique people who have seen it”.
  2. 2. TOP4POSTSBYVIRALITY Date Range: 17-May-2012 to 1-July-2012
  3. 3. TOP4POSTSBYVIRALITY Virality: 34.66% Date: June 12, 2012 Time: 11AM-1PM time slot Strategy: 1- Use key date to create awareness in key issue (World Against Child Labour) 2- Use strong visual picture (minor edits to sharpen and highlight more the children) 3- Show 2-3 key data to support the information 4- Share it on Groups talking about same content (Child labour) 5- Send email to key Facebook pages in Mozambique about the posting (2 online portals picked up) 6- Focus on local language and offer translated version as first comment
  4. 4. TOP4POSTSBYVIRALITY Virality: 21.84% Date: June 16, 2012 Time: 12PM Strategy: 1- Use key date to create awareness in key issue (Day of the African Child) 2- Use strong visual picture (minor edits to sharpen and highlight more the children) 3- Ask people to engage with post by posting message at the end “SHARE and SUPPORT this cause” 4- Share it on Groups talking about same content (Disabilities in Africa) 5- Send email to key Facebook pages in Mozambique about the posting (1 online portals picked up) 6- Offer link to full article to channel more visitors to website (35 people clicked)
  5. 5. TOP4POSTSBYVIRALITY Virality: 11,91% Date: July 1, 2012 Time: 4PM-6:30PM time slot Strategy: 1- Once a week (Saturday or Sunday) we post a Photo of the week with a strong key message from our website and a link to that section 2- Identify top topics on website (use Urchin to look what search terms drive more visitors to website) – Identified Education and Hiv/Aids 3- Choose and edit strong picture 3- Share it on Groups talking about same content (Education in Africa) 6- Sunday/Saturday we identified as the most crucial day of the week to post strong messages and also get more engagement from users (we post only once and on one of our 2 time slots)
  6. 6. TOP4POSTSBYVIRALITY Virality: 11,27% Date: June 25, 2012 Time: 11AM-1PM time slot Strategy: 1- Use key date to create awareness in key issue (Mozambique Independence Day) 2- Use strong visual picture (minor edits to sharpen and highlight more the text on the picture) 3- Congratulate our Mozambican supporters and Show key information on what happen this day (UNICEF open first office) 4- Share it on Groups talking about same content (Mozambique groups) 5- Send email to key Facebook pages in Mozambique about the posting (1 online portals picked up) 6- Focus on local language and offer translated version as first comment
  7. 7. BOTTOM4POSTSBYVIRALITY Date Range: 17-May-2012 to 1-July-2012 WHY THEY FAILED? 1- Copy-Paste link from microsite/website/blog 2- NO strong visual picture 3- TO much text 4- USED random Facebook picture it selects from external link 5- USING Twitter-Facebook plugin, so when we tweet it appears on Facebook page, we have since de-activated this 6- Didn’t asked for action/engagement from fan 7- Didn’t find appropriate Groups to join and share 8- Some topics were not related to monthly theme (ex: inserted at bloggers request) 9- Some posts were posted outside of time slots
  8. 8. www.facebook.com/unicef.mozambique Virality “Median virality rate for Facebook Pages: 1.92%”

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