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.

1. Facebook Ads and Campaigns
Not-for-profit social media forum – Adelaide.
8 November 2012.
@ConservationSA
FB/ConservationSA
Noriko Wynn
Policy and Communications Officer
Conservation Council of SA

2. Who are we?

3. Peak body for the environment in South Australia.
Over 40 member groups.
Celebrated our 40th birthday last year.

4. What do we do?

5. Campaigns

10. Projects

14. Community

18. 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.

19. Today
Conservation SA Ad Campaign
Places you Love Campaign.

20. Why Facebook Ads?

21. Fundraising
Where numbers rule
A good 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

25. But….

26. Digging a little deeper
1400
1200 Weekly #
engaged
1000
800
600
400
200
0

27. The Peaks

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 all the 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.

33. The Risks

34. Community Managers Rule
KNOW YOUR
COMMUNITY

35. 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.

36. Attracting the Fringe
Some of 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 the content.
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
Having access 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 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

45. 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.

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 takes time to build a community and following.
We used ads to get the word out quickly move
beyond the personal networks.

51. The Ads

57. Summary
Ads are good for building a following, but there are
risks to your community
Sponsored stories are better.
Good content is vital.

58. Other things to consider
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’s cute