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London, UKWednesday, 17th September 2014 from 2pm
Head of Strategic Analytics and Evaluation, DEFRA
Social Media Metrics in Action. Elayne Phillips
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Social Media Measurement SolvedYour Questions Answered. Presented by
Government case study
Government Comms plans have ambitious objectives
– to save and improve lives!
Social media forms part of every Government communications campaign
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Social Media Measurement SolvedYour Questions Answered. Presented by
#ChipMyDog campaign
Business objective: increase microchipping of dogs this year (target 100% increase) and move the public towards compulsory microchipping by April 2016.
Communications sub objectives
• Drives dog owners to chip their dogs
• Create online engagement level
• Achieve a joint credible voice with partner organisations
• Start to sign post that microchipping will become law
Audiences
• Intermediary audiences Press, social media users, animal welfare charities
• End audience Dog owners and their friends and family
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Social Media Measurement SolvedYour Questions Answered. Presented by
#ChipMyDog campaign
Sample communications activity:
• Traditional media using Ministerial quotes and partners / stakeholders
• Social media using #ChipMyDog encouraging people to share photos of their dogs
• Facebook page “Chip my Dog”
• Google map of free microchipping locations
• Filmed a video a dog being microchipped
• Ministerial visits to Dog centres
• Case studies on digital media,
• Briefed stakeholders and sought support
• Worked with Dogs Trust
• Carried out #AskDefra Twitter Q&A sessions on the topic with the Chief Vet
• Sold in Q&A to Dogs Today from Animal Welfare Minister
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Social Media Measurement SolvedYour Questions Answered. Presented by
#ChipMyDog campaign
This was the ultimate outcome of the campaign
This was a stretch target in that it demonstrates organic promotion at no cost to the tax payer.
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Social Media Measurement SolvedYour Questions Answered. Presented by
#ChipMyDog campaign
RESULT:
• 130,000 dogs were microchipped in 2013/14 compared with just 25,000 in 2012/13, an increase of over 500%
• The campaign has provided benchmark metrics for the next phase of the campaign around compulsory micro-chipping of dogs in April 2016
• Defra and its partners are influencers in this topic and credible voices in the conversations about dog chipping
• The advocacy level is high which is also helpful for the next phase of activity
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Social Media Measurement SolvedYour Questions Answered. Presented by
#ChipMyDog campaign
QuestionsElayne Phillips, Head of Strategic Analytics and Evaluation
@LayneyP
www.social-media-measurement-framework.org/