How does the interaction between the Oxfam Novib Pakt Uit target group reached through promotion relate to the people who are reached organically and therefore have a high EdgeRank?
Does the promotion among the Oxfam Novib Pakt Uit target group cannibalize the organic reach of the Oxfam Novib page?
And again the results were better than we dared to hope:
The average like percentage of people within the Oxfam Novib Pakt Uit target group was on average 175% higher in this second pilot than the organically reached Oxfam Novib fans.
The average share percentage of people within the Oxfam Novib Pakt Uit target group was on average 55% higher in this second pilot than the organically reached Oxfam Novib fans.
Compared to the successful first pilot, engagement was even higher among the Oxfam Novib Pakt Uit target group.
The organic reach of the content is unchanged compared to the posts before and after the campaign.
Oxfam Novib - Going all out on Mother's Day
Go all out on Mother's Day
From engagement to conversion?
A well-known slogan in social media marketing, from fan building to engagement to conversion. But to what extent does this really apply? Within the same pilots, in addition to the above-mentioned results on engagement, we also looked at 'hard' conversions. With the Oxfam Novib Pakt Uit webshop, where people can make concrete donations for a birthday, for example, we were also able to measure the results in direct donations.
Oxfam Novib - Takes Out webshop
Oxfam Novib Takes Out webshop
In this, we wanted to answer a main question: can we, by including the Pakt Uit brazil mobile phone number list arget group in a separate content marketing strategy, increase the conversion in the webshop within this target group? During the first small-scale pilot, the conversion was more than five times higher than with a previous broad campaign. In itself, this is not a surprise due to the specific targeting. Also because it was deployed widely and therefore the average conversion quickly drops. The follow-up trajectory showed even better figures. Within the Pakt Uit target group, we saw the conversion more than double thanks to the chosen strategy.
Time to wake the sleeping giants
Although these are only small-scale pilots, we can draw the following (cautious) conclusions:
People who have a broad interest in multi-issue organizations also show engagement across a broader spectrum on Facebook. However, people who are only interested in one specific issue will eventually be unreached by posts about issues that are "less interesting" to them, or will lose their engagement altogether.
When these segments are reached with the issue that does involve them, they also appear to be the ones who engage, resulting in high engagement ratios. These are often segments that are not involved enough according to Facebook's EdgeRank. Reaching these target groups remains extremely important, in order not to lose them. Multi-issue organizations must continue to activate them and keep them involved in order to reach the people around them.
In addition, we see that when we can include these niches within our own target group in the (brand) story with a good content strategy, specifically based on the niche, we can indeed convert engagement into donations or purchases.
Time to wake up all these sleeping giants!