WildAid


 * WildAid **


 * Contact Person:** Zach Weismann, Communications Manager
 * Phone:** 415-834-3174
 * Email:** weismann@wildaid.org
 * Executive Director:** Peter Knights
 * Communications Director:** Zach Weismann
 * Social Media Staff:** Zach Weismann


 * Baseline **


 * CWRF Overall Level:** Walk
 * Overall Score:** 1.54
 * Detailed Score:**[]
 * Burning Questions To Be Answered**: In a technological age, where people are over exposed to issues and organizations, how can organizations not only effectively grab people's attention, but once they have that attention, how do you turn supporters into donors?


 * Measurement Indicators [Crawl=1, Walk=2, Run=3, Fly=4]**
 * Data-Informed:** 3
 * Tools:** 2
 * Sense-Making:** 2


 * Social Media Presence **

Blog: http://www.wildaid.org/blog Facebook: http://www.facebook.com/wildaid Fans: 27000 YouTube: http://www.youtube.com/wildaid Subscribers: 856 Views: 453402 Twitter: http://www.twitter.com/WildAid Followers: 13,000 Hashtags: #saveelephants #saverhinos #supportconservation


 * Notes:**


 * 2/4/13**

We tend to crawl on projects, then sprint. We work with celebrities which by default makes many things last minute. We are often understaffed on each project which lends itself to having to sprint before tight deadlines. Part of my action plan includes calculating ways to limit sprinting. Making sure online pieces are in place to help prepare for campaigns, launches, etc.

2013 will see the launch of 3 of our campaigns with many different partners. Different online platforms and pages need to be created for each one off campaign.

One of the campaigns I would like to incorporate into the action learning project is a campaign launch that will be giving us access to a huge audience, most of which however, do not know about our organization or the work we do. So we want to make sure we utilize social media & other online platforms to make sure we grab people's attention quickly and effectively, or we may lose them.


 * 2/25/13**

- tools to measure analytics: hubspot, argilesocial, attentive.ly - identify metrics to measure 'Joining the team' compared to 'lend your voice'

2/28/13 - Coaching appointment with Beth. - takeaways - need to explore google analytics and campaign tracking more - what is the conversion rate? Recruitment rate? - referral - what is driving the traffic? where is the traffic coming from once people have viewed the PSA - explore various ways to measure the campaign

3/7/13 - PSA aired on National Television - press release was sent out in coordination with the NBA - social media campaigns coordinated - website launched - photos circulated - video launched online

3/8/13 - to date - tracking of the video release and online push - media kit created - analytics analyzed - video received 30,000 views in 24 hours - website visits doubled day of press release - social media spikes - increased - still working to aggregate & collect data!

WildAid's Action Learning Project document:

3/18/13 Webinar:

Tools: Argile - creating custom links already Need to set up Google Campaigns - and corresponding analytics Who is coming from specific facebook post and where are they converting on the site

4/16/13

Measured Results:

- WildAid’s website saw an **80%** increase in traffic the day of the release - WildAid’s Facebook page received a **75%** increase in reach from 95,290 fans to 166,431 - WildAid’s twitter account saw a significant increase in followers - Tyson’s PSA received over **30,000** YouTube views within 24 hours of being posted to the NBA’s YouTube channel - WildAid had over **60** people sign a pledge for wildlife - WildAid received over **$200** in immediate donations

5/28/13:

- biggest take away from data articles and shared documents: government can feel public heat through data. Very applicable to WildAid. Quote:
 * //How do we make the government feel the heat of public attention? Perhaps by forcing it to make targeted disclosures of particularly sensitive data sets. Perhaps by strengthening the FOIA laws, or at least making sure that government agencies comply with existing provisions. Or perhaps by funding intermediaries that can build narratives around data—much of the released data is so complex that few amateurs have the processing power and expertise to read and make sense of it in their basements." //**

Notes / Comments:
 * not solely about accumulation of data but presentation - you can amass all the data in the world but what are you "saying" with it? Who would take the time to read through all the data. Be succinct.
 * assembling the "right" data - important to tailor the data to audience / partners. What might matter to us, might not be the most worthwhile to present to partners to further campaign and build relationships. What data points might matter to you, might not matter to a boss or superior.
 * depending on the statistics, sometimes percentages can be more meaningful than the numbers, and vice versa.
 * Stay organized when collecting data.

Tools Utilized:
 * excel - formulated - comparing current data to 1 month prior and 6 months prior; creating snapshot to aggregate and present data - YTD compared to PY
 * Google Analytics
 * Facebook Insights
 * Twitter Counter
 * Drupal - pledge statistics
 * Constant Contact - email subscriptions