Compassion in World Farming had already made a start in social media, with a Facebook Fan Page, a Flickr account and a Twitter account. A unified social media strategy was now needed in order to bring each element together, to ensure the organisation’s whole online presence was speaking with the same voice. They asked us to raise their profile online in order to increase awareness, click throughs and donations, via social media activity. This case study was presented at Social Media Measurement Camp in London in February 2009 by Beth Granter.

1. Compassion in
World Farming
Beth Granter / Compassion in World Farming case study
Date 30 March 2009

2. 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?

3. 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

4. What we planned to do
• Achieve these goals through the following methods

5. What we did - Facebook
• Customised and managed Facebook Page

6. What we did - Facebook
• Facebook Ads
Donate

7. What has worked – Facebook Insights
• Contact acquisition - Total fans

8. What has worked – Facebook Insights
• Engagement - Wall posts

9. 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

10. 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

11. 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

12. The results – Twitter PR
• Feature on JustGiving blog

13. What we did - Flickr
• 409 total items
• 28 new items which were optimised
• Tagging
• Contact interaction
• Adding photos to groups

14. What we did - Flickr
• Creation and management of a group

15. How we measured it – Flickr stats

16. How we measured it – Flickr stats stuck together!
• Flickr stats across 2.5 months

17. 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

18. What we did – Blogs and forums

19. What we did – Blogs and forums

20. What we did – Blogs and forums

21. 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

22. Qdos – overall buzz

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

24. Samepoint – overall buzz
Samepoint Social Conversation Search
8000
7000
6000
quot;Compassion in World Farmingquot; 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

25. Google Analytics – Advanced Segments (Beta)

26. Google Analytics – Advanced Segments (Beta)

27. 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%

28. 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

29. Compassion in
World Farming
The end
Date 30 March 2009