HARNESSING THE POWER OF SOCIAL MEDIA CASE STUDY: … · HARNESSING THE POWER OF SOCIAL MEDIA CASE...
Transcript of HARNESSING THE POWER OF SOCIAL MEDIA CASE STUDY: … · HARNESSING THE POWER OF SOCIAL MEDIA CASE...
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HARNESSING THE POWER OF SOCIAL MEDIACASE STUDY: INTERNATIONAL ANTI POACHING FOUNDATION
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A LITTLE ABOUT ME
Digital strategy and communications at Amnesty International Australia
Digital fundraising and innovation at Australian Red Cross
Digital strategy at Pareto Fundraising
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INTRODUCING IAPF
An incredible animal protection organisation split between Australia, Zimbabwe, South Africa and the USA.
IAPF train rangers to defend high-risk wildlife against illegal poaching.
They work to protect animals like elephants, rhinos, pangolins, and lions.
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THE PROBLEM
Despite consistently impressive press coverage, IAPF’s revenue and regular giver recruitment remained low.
The Brief
To raise money for The Akashinga – an all-female ranger unit, who recruit and empower disadvantaged women.
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2 STEP CAMPAIGNSTHE BEST* WAY TO RAISE MONEY ONLINE
1. Lead Generation
Deepen engagement with a supporter-centric narrative of impact and change
Prompt secondary action if possible
2. Donor conversion
Build relationship
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2 STEP CAMPAIGNSTHE BEST* WAY TO RAISE MONEY ONLINE
1. Lead Generation
Deepen engagement with a supporter-centric narrative of impact and change
Prompt secondary action if possible
2. Donor conversion
Build relationship
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IAPF’S ASSETS
• Incredible stories
• Wonderful photos
• Access to rangers
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STORYTELLING AS ‘LEAD GENERATION’
1. Tell powerful stories
2. Ask for support
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Step 1: Use video to build a retargeting audience.
Step 2: Retargetand convert.
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Ad set optimisationSkewing spend to best performing ads in an ad set (metric = CPL)
Campaign optimisationSkewing spend to best performing ad
sets in a campaign (metric = CPL)
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OUR TESTS
We posed two questions with this campaign:
1. Can good story-telling stand in for ‘traditional’ lead generation?
• IE: Can it deliver leads at a sustainable cost, and will they convert?
2. Can Instagram compete with Facebook in converting leads into donors?
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CAN STORYTELLING GENERATE LEADS?
Lead Gen Campaign 1
Lead Gen Campaign 2
IAPF Storytelling
Leads 54,281 133,394 270,168
Cost Per Lead*$0.42(Email)
$0.64(Email)
$0.02(10s video view)
* Figures are media-spend only.
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THE LONG TERM VALUE OF LEADS
10.1%
20.0%
14.5%
10.4%
7.9%
6.1%
3.9% 3.2%2.0%
1.1% 0.7% 0.7% 0.6% 0.6%
18.2%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
0
100
200
300
400
500
600
Day 0 0-2weeksafter
2-4weeksafter
4-6weeksafter
6-8weeksafter
8-10weeksafter
10-12weeksafter
12-14weeksafter
14-16weeksafter
16-18weeksafter
18-20weeksafter
20-22weeksafter
22-24weeksafter
24-26weeksafter
26+weeksafter
Perc
enta
ge
Days difference
45% of first time gifts that came after initial lead acquisition came 6+ weeks
after lead acquisition.
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CAN STORYTELLING GENERATE DONORS?
Lead Gen Campaign 1
Lead Gen Campaign 2
IAPF Storytelling
Cost Per SG $41 $85 $101
Cost Per RG $58 $339 $251
Figures are media-spend only, and onlyrefers to online conversions.
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CAN STORYTELLING GENERATE DONORS?
Lead Gen Campaign 1
Lead Gen Campaign 2
IAPF Storytelling
Cost Per SG $41 $85 $101
Cost Per RG $58 $339 $251
Figures are media-spend only, and onlyrefers to online conversions.
Facebook introduces their poorly thought-out ‘Political
Advertising Restrictions’
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CAN STORYTELLING GENERATE DONORS?
Lead Gen Campaign 1
Lead Gen Campaign 2
IAPF Storytelling
Cost Per SG $41 $85 $101
Cost Per RG $58 $339 $251
Step 1 - - -
Cost Per SG - - $167
Cost Per RG - - $349
Figures are media-spend only, and onlyrefers to online conversions.
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THE VERDICT
1. You can build a cost-effective, qualified audiences using video.
2. You may be able to video retargeting audiences into donors at a reasonable cost-per-acquisition.
3. It may be worth testing direct-to-donation campaigns driven by effective video story-telling content.
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CAN INSTAGRAM COMPETE WITH FACEBOOK?
Facebook AdsInstagram
AdsInstagram
Stories
CPC $2.55 $4.54 $4.29
CPA $170 $297 $812
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THE VERDICT
Facebook ads were most effective for converting new leads to donors, but we should consider:
• This was a fairly small sample size.
• The fact that the majority of ‘leads’ were acquired through Facebook might skew results.
• We have found Instagram as a cost-effective supplement to Facebook for lead generation.
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BONUS ROUND!
5 tests in 60 seconds
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LINK IN COPY VS. NO LINK
Link No Link
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LINK IN COPY VS. NO LINK
CPC: $3.02CPA: -
CPC: $2.04CPA: $99
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COPY ON IMAGE VS. NO COPY
Copy on image No copy
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COPY ON IMAGE VS. NO COPY
CPC: $5.19CPA: -
CPC: $7.76CPA: -
Not enough data
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BUTTONS: LEARN MORE VS DONATE NOW
Button: Learn more Button: Donate now
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BUTTONS: LEARN MORE VS DONATE NOW
CPC: $2.27CPA: -
CPC: $4.01CPA: -
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CAROUSEL VS. SLIDESHOW
Carousel Slideshow
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CAROUSEL VS. SLIDESHOW
CPC: $2.83CPA: $96
CPC: $2.85CPA: --
Everyone wins!
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IG BUTTON: LEARN MORE VS SIGN UP
Button: Learn more Button: Sign up
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IG BUTTON: LEARN MORE VS SIGN UP
CPC: $5.65CPA: $265
CPC: $4.62CPA: $337
Inconclusive
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PRINCIPLES
1. Test everything
2. Build insights
3. Test again
Create
AnalyseRefine
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