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Adelaide social media forum - Conservation Council of SA
The document discusses Conservation Council of SA's use of Facebook ads for their "Places You Love" campaign. It found that while the ads increased total likes, it did not increase engagement per like. Managing the larger community attracted by the ads was challenging. The organization also had to change strategies to avoid alienating the original community or attracting inappropriate new members. Overall, ads helped growth but good content and knowing your community are more important.
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Adelaide social media forum - Conservation Council of SA
- 1. Facebook Ads andCampaigns Not-for-profit social media forum – Adelaide. 8 November 2012. @ConservationSA FB/ConservationSA Noriko Wynn Policy and Communications Officer Conservation Council of SA
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- 3. Peak body forthe environment in South Australia. Over 40 member groups. Celebrated our 40th birthday last year.
- 4. What do wedo?
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- 18. What does thismean 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.
- 19. Today Conservation SA AdCampaign Places you Love Campaign.
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- 21. Fundraising Where numbers rule Agood thing too because fundraising is important, But sometimes it can be at odds with managing an online community.
- 23. Examples CTR – 0.07% Likes- 207 Actions - 337 CTR – 0.04% Cost - $241.12 Likes - 0 Actions - 0 CTR – 0.06% Likes - 192 Actions - 208 CTR – 0.05% Likes - 2 Actions - 2 CTR – 0.09% Likes - 447 Actions - 617 CTR – 0.04% Likes - 0 Actions - 0 CTR – 0.07% Likes - 364 Actions - 551
- 24. Results Lifetime Total likes 4000 3500 3380 3000 2500 2000 1500 1000 600 500 0
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- 26. Digging a littledeeper 1400 1200 Weekly # engaged 1000 800 600 400 200 0
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- 30. And deeper still 1.2 Weekly engagement per like 1 Advertising in Effect 0.8 0.6 0.4 0.2 0
- 31. 1.2 Weekly engagement per like 1 (Weekly Engagement per post per like) *100 Weekly Talking About per like 0.8 Advertising in Effect 0.6 0.4 0.2 0 1/04/2012 1/05/2012 1/06/2012 1/07/2012 1/08/2012 1/09/2012 1/10/2012 1/11/2012
- 32. What do allthe numbers mean? Ads may increase the number of likes This increases the engagement in real numbers BUT Does not increase relative engagement, i.e. Engagement per total likes.
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- 34. Community Managers Rule KNOWYOUR COMMUNITY
- 35. With an extra2800 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.
- 36. Attracting the Fringe Someof what we do is very contentious. Marine Parks Murray-Darling Basin Plan We attracted people we didn’t want in our community. Distruptive
- 37. Strategy Change Change thecontent. Use more general content. Risks Risk 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 messages Time
- 40. Lessons we’ve learnt Havingaccess to a larger community is great. But It 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.
- 42. 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
- 43. What are therisks? • 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
- 45. The Campaign • Placesyou love. Public outreach nationally • Digital – Website – Facebook – Hashtag #placesyoulove – Online advertising • Petition • Mail out of postcards • Submission of photos to website.
- 48. Time management NFPs –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.
- 50. Facebook Ads It takestime to build a community and following. We used ads to get the word out quickly move beyond the personal networks.
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- 57. Summary Ads are goodfor building a following, but there are risks to your community Sponsored stories are better. Good content is vital.
- 58. Other things toconsider Timing – 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.
- 59. And because he’scute