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Geotargeting Content on Facebook NPR's Experiment in Local Engagement Keith Hopper

Geotargeting Content on Facebook NPR's Experiment in Local Engagement Keith Hopper Director of Product Strategy and Development @ khopper. Stations. NPR has 271 independent member stations providing national and local news to individual communities

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Geotargeting Content on Facebook NPR's Experiment in Local Engagement Keith Hopper

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  1. Geotargeting Content on Facebook NPR's Experiment in Local Engagement Keith Hopper Director of Product Strategy and Development @khopper

  2. Stations • NPR has 271 independent member stations providing national and local news to individual communities • About 93 percent of the U.S. population is within the broadcast listening area of one or more member stations • NPR Programming reaches 26.4 million listeners every week

  3. Geotargeting: What we did

  4. Geotargeting content on Facebook

  5. Geotargeting content on Facebook npr.org kplu.org

  6. Core Objectives • Experiment around what drives local engagement and clicks on Facebook • Encourage digital behavior change at a local level • Explore ways to deepen our digital partnership with stations

  7. Editorial Strategy What makes a good geotargeted NPR Facebook story? NPR’s sweetspot Local flavor geotargeted

  8. Measurement • Measure campaign traffic • Determine method for engagement performance between Global NPR Facebook posts and geotargeted posts • Engagement Rates = • Likes/impressions • Shares/impressions • Comments/impressions

  9. Geotargeting: Results

  10. Engagement Measurement – First Pass Per thousand impressions GLOBAL Per thousand impressions GEOTARGETED

  11. Engagement measurement – 2nd Pass Used Facebook Insights data, focused on three metrics: • Engagement: The number of Shares, Likes and Comments on a post • Reach: The number of unique people exposed to a post • Engagement Rate = Engagement total / Reach total

  12. Engagement performance measurement Total Engagement Rate (Oct – Dec 2011) 0.02 Geotargeted Global 0.003

  13. Other highlights • First 50 posts drove 50k+ visits • More than doubled social media traffic in first month • Geotargeted posts responsible for site’s largest traffic day and three highest traffic months • Seattle now largest growth region for overall NPR account “likers” • NPR National desk is now promoting local pieces globally • Engagement success is driving editorial changes in local newsrooms

  14. Community-driven conversations

  15. Community-driven conversations

  16. Community-driven conversations

  17. Community-driven conversations

  18. Some Outstanding Questions • Is this repeatable? • Will it fade over time? • Does it scale? • How much can this drive global NPR follower growth? • How valuable is this to stations and users? • What other ways can this be done? • What’s next?

  19. Geotargeting: Takeaways

  20. Takeaways • Experiments! • Start small and stealthy • Know what you need to measure, set up early • Be prepared to learn and pivot • Geotargeting! • Select content that works on Facebook • Encourage content that engages your local market • Use your large potential audience as a carrot • Can you scale?

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