Digital & Interactive

Compassion in World Farming - Social Media

Challenge

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.

Audience

Animal lovers, politicos, foodies, people interested in health issues, earth guardians.

Result

In order to maintain authenticity, Twentyfirst assigned a social media manager who was particularly sympathetic to the cause. Beth underwent brand immersion with the client before taking responsibility for Twitter activity, blogger outreach, forum posting, Facebook Page optimisation and management, Flickr optimisation and management (account and photos), YouTube optimisation and management (account and videos) and Wikipedia editing.

Facebook Ads targeted at each of the above audience groups were also created.

• Since the project began, there has been a 403% increase in pageviews via social media referrals (in comparison to previous social media referrals)
• Visitors via social media spent 45% longer on the site than the average visitor
• Blog or forum posts on over 20 sites
• Improved search engine ranking: on Yahoo Image Search, Compassion’s images now come up on the first page for various key search terms
• Over 1,500 Twitter followers gained (7500% increase)
• Over 70 mentions by the Twitter community
• Over 4000 new Facebook Fans (133% increase)
• 50% of people clicking the Facebook Ads went on to become Fans
• Click throughs from Wikipedia have increased over 700%

Visit Compassion in World Farming on YouTube, Flickr, Facebook and Twitter.

A detailed slideshow of this case study is available on SlideShare.