London, UKWednesday, 17th September 2014 from 2pm

Head of Strategic Analytics and Evaluation, DEFRA

Social Media Metrics in Action. Elayne Phillips

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

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

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

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.

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

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/