mango information - online and social media...

Mango Information - Online and social media studyRobin Roberts, Sara Quach & Park Thaichon

Griffith University

19 – 21 March 2019

© Griffith University 2018 2

Introduction Research questions Methodology Results – online/website Conclusion – social media References

Overview


SRA Objectives 2.Improve information access and communication to facilitate the exchange of

learnings between project partners (GU)

Overarching SRA - Research Question How can communication, collaboration and networking, along with access to

information, be improved amongst the mango production, industry and research community in ACIAR partner countries and Australia?

Introduction


Improve information access and communication to facilitate the exchange of learnings between project partners: need to sell the stories, researchers get them go online webinar with guest speakers

Research questions What role can new media play in delivering an enhanced return for effort and greater

investment efficiency across the breadth of Mango Agribusiness projects? What role can a centrally managed web site play in strengthening mango research linkages

and sharing technical information in partner countries and Australia? What simple tools and skill sets can be developed to further enhance the sharing of

research outputs with partner countries and Australia?

Research questions


1. Consult with stakeholders & identified two key channels

2. Develop & implement an internet based platform to share mango agribusiness research & technical information between partner countries in the project

3. Develop & evaluate social media platforms as a mechanism to enhance communication between researchers

4. Develop skills with researchers to engage with social media to facilitate sharing of R&D information – ECR Case Study with Vietnam

5. Implement, manage & monitor social media

6. Prepare the business case for ongoing management & optimisation of the web & social media platforms as engagement & collaboration tools (Project End)

Methodology


Focus areas: Research, Countries & PeopleMain pages:

About us Research People Countries Contact Us

Optimised to be mobile friendly – phones, ipads, tablets

Asia Pacific Mango Network website

Website development

Presenter

Presentation Notes

Optimised for mobile and tablets


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Page view

Page view (no.) Page view (%)

ResultsAsia Pacific Mango Network website

Research page

Presenter

Presentation Notes

Page view % for research page (the green line): means the percentage of page views that the research page receives relative to the total number of page views for all pages of the website. The number of page views increased during May and Oct - Nov because of workshops and Facebook activities (e.g. posts on Facebook page).


Results

02468101214161820

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Page view

Page view (no.) Page view (%)

Asia Pacific Mango Network websitePeople page

Presenter

Presentation Notes

The changes in number of Page views correlated with Facebook e.g. “Meet the researcher” posts.


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Page view

Page viewUnique PageviewLinear (Page view)Linear (Unique Pageview)

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Bounce rate (%)

Results

0.00.51.01.52.02.5


Avg. Time on Page (minutes)

Asia Pacific Mango NetworkOverview

Presenter

Presentation Notes

A pageview is defined as a view of a page on your site that is being tracked by the Analytics tracking code. If a user clicks reload after reaching the page, this is counted as an additional pageview. If a user navigates to a different page and then returns to the original page, a second pageview is recorded as well. A unique pageview, as seen in the Content Overview report, aggregates pageviews that are generated by the same user during the same session. A unique pageview represents the number of sessions during which that page was viewed one or more times. �A bounce is a single-page session on your site. A possible scenario of a bounce would be that a user is directed to a page and closes the page without performing any action. Short time spent on site, high bounce rate --> the website acts to create awareness of APMangoNet and information portal.


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Top channels for acquisition

Direct Organic search Social Referral

Results

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Bounce rate for different channels (%)

Direct Organic SocialReferral Linear (Direct) Linear (Organic)Linear (Social) Linear (Referral)

Asia Pacific Mango NetworkAcquisition

Presenter

Presentation Notes

Your direct visitors will be those who have come to your site by typing in your exact URL into the address bar in their browser. Your search visitors will be those who have arrived to your website based on a search query that they have entered in search engines. Your referral visitors will be those who visit the website because it was mentioned somewhere on another website or blog that they were visiting. Social could be from visitors from social media Bounce rate for different channels: please note that we don’t have bounce rate for referral from Sep to Dec as there was no traffic from rereferral during these months.


2.6MBPage size

7.3 SecPage speed

6s

Mobile loading speed

3MBPage size

8.9 SecPage speed

24s

Mobile loading speed2018

2019

ResultsAsia Pacific Mango Network websiteOverall evaluation

Presenter

Presentation Notes

Page size: Should be less than 3Mb. Lighten your pages by removing or compressing heavy content such as images and video Speed: Best-in-class webpages should load within 3 seconds. Any slower and visitors will abandon your site, reducing conversions and sales Mobile speed: 24s Loading time: Poor. Best practice under 3 seconds, majority (70%) mobiles sites take more than 5 seconds. Headings: All pages were found to use defined headings. This is excellent as it allows visitors and search engines to summarise the content of webpages quickly. Correctly defined headings aid accessibility and are particularly important for search engine optimisation.


Categories of posts Industry - FreshPlaza.com

AMIA – Aust. Mango news

SRA project workshops

Field research

‘Meet the Researcher’

ResultsMango Agribusiness ProjectsFacebook Page


Facebook Group (created 2019)Provides an environment where researchers can exchange information, engage in conversations and develop strong connection.

ResultsMango Agribusiness ProjectsFacebook Page


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Mango Agribusiness ProjectsFacebook Page: Likes vs. Followers

Results


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Malaysia Australia Indonesia Vietnam Thailand India UnitedKingdom

United Statesof America

Canada Japan

People Reached

36%64%

People reached

Male Female

Mango Agribusiness ProjectsFacebook Page: Audience Results

Presenter

Presentation Notes

Reach: The number of people who had any content from your Page or about your Page enter their screen screen, grouped by age and gender. This number is an estimate.


Mango Agribusiness ProjectsFacebook Page: Posts

Results


Mango Agribusiness ProjectsFacebook Page: Overall performance

Results

Presenter

Presentation Notes

LIKERANK™ Topic within Best Practices and Performance are scored individually to make up the total score. Best Practices60% of total LikeRank™ Good Topics: Username, cover image, website, user can post, response rate, likes other pages, profile picture, call to action button, posts per day, description, response time point, milestones, post variation, post length, Facebook native videos, events. Performance 40% of total LikeRank™ OK Topics: Total number of page likes, historic like growth, historic active likes, engagement rate per post, relative active likes, engagement rate per post/likes, average LCS/max average similar brands, number of external posts, number of mentions.


Website: Testing a blog space on home page Aim: Improve information access and provide a space for mango researchers to

communicate their research to wider audience.

Facebook Page: Testing a group event and competition Aim: Promote engagement and communication to facilitate the exchange of

learnings between mango researchers

Final stage research activities


Conclusion

Website there are limitations played an important role as the general information portal for mango

researchers in Asia Pacific regionFacebook

increasing engagement and popularity improvements have been made overtime such as post formats (e.g.

from pure links to images and texts) and creating a group, …

Presenter

Presentation Notes

Short time spent on site, high bounce rate --> the website acts to create awareness of APMangoNet and information portal. Further step could be to be a publisher, e.g. content contributed by mango researchers . This can be done by adding a blog.


Recommendations

Digital comms can connect research from across the regionA range of activities/formats could be tested & measures developed to evaluate online & social media’s impact across the research communityAdditional actions:

link online channels e.g. Facebook newsfeed

Widgets linked to website, using email comms

Regular online monitoring – focussed contented from a cross section of researchers

Presenter

Presentation Notes

Sermo is a private social media network for physicians open to licensed M.D.s and D.O.s in the United States, and 149 other countries across Europe, North and South America, Africa, and English-speaking Oceania.Wikipedia Users: 800,000 �

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