SIGBI Website and Social Media Statistics Report 1 st November st October 2017 (Year 6)

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Lester Aubrey Harris
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SIGBI Website and Social Media Statistics Report 1 st November 2016-31 st October 2017 (Year 6) 1.

1 SIGBI Website and Social Media Statistics Report 1 st November st October 2017 (Year 6) 1.0 Management Summary Overview Last year we reported a significant drop in visitors to the SIGBI Website, which was the first time that had happened since the creation of the website. We are pleased to report that the number of visitors is up again on last year, although not as high as for the previous year. We have had 288,669 visits to the website. Generally, the rate of visitors to the site remains steady. Views of News Items has decreased since they were moved to the Members area, which may be because only Members are viewing them and not members of the Public. The Blogs in the non-members area performed well, with over 18,000 hits over the year. 15,510 hits came via Social Media, the vast majority from Facebook and a significant number from Twitter with a small number from other Social Media sites. This is higher than the year before, and represents 5.37% of the total visits. 113,192 visits came from organic searches (such as Google), which represents 39% of the total visits. The majority of search terms used included SIGBI or Soroptimist. There has been a huge increase in Social Media activity, with a 65% increase in the number of Facebook likes for the Soroptimist SIGBI Facebook Page, and 27% increase in Twitter followers. At Conference in Cardiff 2017 the reach for Social Media activity increased by 83% over Malta, with over 1.25 million impressions. SIGBI have been trialling Facebook Advertising over the past 12 months. We have run 9 advertisements which have achieved a total reach of 191,000, 554 leads and 603 new Facebook likes. There are plans in place for the coming year to introduce tighter controls using the SIGBI Database on how many of these leads are converted to Membership to monitor the effectiveness of these advertisements. They are very low-cost, so a good way of raising our profile and attracting new Members. Page 1 of 12

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3 2.0 Overview of Usage Statistics for the website as a whole The total usage, for all SIGBI Websites (public, members, conference and club websites) in Year 6 compared to previous years is shown below: Year 6 Year 5 Year 4 Year 3 Year 2 Year 1 Visits 288, , , , , ,666 Unique Visits 222, , , , ,471 65,194 Page Views 988, ,282 1,531,777 1,465,599 1,125, ,272 Pages per visit Av visit duration 2:15 2: :38 Returning Visitors 66,296 60,852 67,796 80,079 64,818 58,320 % Returning Visitors 23.6% 22.3% 20% 30% 37% 48% Analysis: The website continues to attract visitors and is performing satisfactorily. The number of site visits and unique site visits is steady, and although the site performed best in Year 4, the number of individual page views over the past year has improved over the previous year. It must be remembered that SIGBI currently has fewer than 8,000 Members, so the stats continue to demonstrate that many non-members are looking at the site, and many of these are returning for at least a second time. It is now over 12 months since the non-members Home Page and Members Home Page were improved, so the impact of these changes can now be assessed. We have also introduced a Prospective Member section of the database, where enquiries can be captured directly from the website, so can assess how many new Members may be attracted by what the website has to offer. Page 3 of 12

4 3.0 Content Viewed Note: The overview section referred to Visits, but when sections of the websites are examined, the criteria used is Page Views, so all the statistics shown below use Page Views as the comparison factor. Because all SIGBI Websites are a sub-division of the main SIGBI Website, the number of Visits to each club website cannot be viewed, only the number of Pageviews. If Clubs have set up their own Google Analytics they will be able to view the number of visits for themselves. 3.1 Non-Members Website The various pages/areas of the non-members website for Year 6 are shown below. The figures for the Members Website and Club Websites are dealt with later in this document: Year 6 Year5 Year 4 Pageviews Unique Pageviews Pageviews Unique Pageviews Pageviews Unique Pageviews Homepage 113,699 46, ,588 49, , Club Finder 31,920 27,361 38,894 32,492 38,016 31,900 What We Do 26,268 10,584 28,383 14,108 49,660 14,905 Who We Are 21,518 9,438 26,442 14,815 48,373 15,505 Blogs 18,520 7,719 Join Us 16,363 6,636 14,521 7,574 16,531 4,974 Our Charities 15,871 6,251 17,656 8,724 34,199 10,228 Our Clubs 14,272 6,442 16,890 9,174 37,834 13,322 Contact Us 13,361 5,144 11,542 5,102 18,953 5,407 Calendar 5,690 2,527 6,420 3,643 9,910 3,353 Conferences (top level) 4,492 3,673 7,264 5,844 15,327 6,883 FAQs 4,162 1,813 Analysis: The Home Page has been visited more time than in the previous year, but other sections of the non-members area have had fewer pageviews. However, the Blogs section - which was a new section last year so there are no comparative figures has done well. The President s Blog and Programme Director s Blog have performed well with 5,362 (2,255 unique) and 3,279 (1,421 unique) pageviews respectively. The Join Us page has had an increase in pageviews, which may be because of the increased prominence of the Join Us message. Conversion Stats for the Join Us page are dealt with later in this document. The Contact Us page has also had an increase in pageviews. Overall, many more people visited the site than we have Members, so we need to ensure that this section of the website continues to engage visitors and ultimately encourage them to join. Page 4 of 12

5 3.1.3 Join Us In Year 6, 16,363 visits were made to the Join Us Page, with 6,636 of these being unique page views. There were 31,920 views of the Club Finder, which must have included many non-members. In February 2017 a new section of the SIGBI Database was introduced to capture enquiries from prospective Members and track conversions into Members. In the eight months since this was introduced, 169 leads have been captured on this section of the database and eight of these have been converted to full Club Membership (a 4.7% conversion rate). It can take a long time for a lead to become a Member, and a large number of these leads are still being nurtured, so this is an excellent conversion rate for an 8 month period. Further developments of this section of the database will include being able to capture leads from Facebook Advertising directly onto the database and track the conversion of these. 3.2 Members Website Note: club mailings with links directly to documents on the members area, do not generate usage statistics. There have been 189,769 (112,302 unique) pageviews in the Members area in Year 6. This is an increase of 56,252 over the previous year. Note that the News items were moved into the Members area last year, so these are now shown within this section. The majority of Members pages are now open so can be viewed by anyone. The most popular sections of the Members website in were: Section Page Views Unique Page Views Members Homepage 44,779 25,949 Membership and Programme Databases 20,324 12,752 Federation 19,962 9,665 Members 17,813 10,197 Clubs 17,590 9,654 Communications 16,881 9,820 Programme 11,856 7,224 News Items 12,728 9,318 SIGBI Mailings 6,133 3,539 SIGBI Shop 5,851 3,569 Search 5,722 4,833 Regions/NAs/Networks 5,134 2,919 FAQs 2,761 1,923 Page 5 of 12

6 Analysis: Each section of the Members area has performed well and shows that Members are finding this section very useful for locating the information they need. It can be presumed that some visits are by non- Members, but it is impossible to say how many. Since being moved to the Members area, News items have received about half the views that they did previously. The most popular News Items were: News Item Page Views Unique Page Views CSW Days of Activism Global Voice Newsletter Club Friendship Day International Day of Peace International Women s Day Finalist for E3 Award Greggs Foundation Grant Breast Cancer Awareness Month International Literacy Day APD pages The number of hits achieved in each APD section for Years 6, 5 and 4 are shown below: Year 6 Year 5 Year 4 Hits Unique Unique Hits Unique Hits Hits Hits Hits Advocacy (formerly ECOSOC) , , Education , , Violence and Conflict Resolution , , Economic Empowerment , , Environmental Sustainability , Food Security and Healthcare , Analysis: The number of hits for each page has declined considerably over previous years. This may be due to their new position on the Members area under Programme/Programme-Areas/. It may be that the prominence of these pages needs to be increased, but also that the information on them needs to change frequently in order to keep interest high. Page 6 of 12

7 3.3 Conference Websites DO THIS SECTION LAST TO ALLOW LONGER FOR PAGEVIEWS OF THE AFTER CONFERENCE BLOGS NOTE: Because activity on the Conference websites is from conception of the website (immediately after the previous conference) and includes the post conference reports, the dates taken for the figures below are 1 November th November 2016 for the Malta Conference, and 1 November th November 2017 for the Cardiff Conference. Reports from the Conference were added to the website as soon as the sessions had taken place. There were a total of 54,026 page views on the Cardiff Conference website compared to 37,098 on the Malta Conference website. There have been 8,948 views of the conference session blogs from Malta 2016, compared to 11,478 on the session blogs from Glasgow Social Media activity during this period increased, which may have had an effect on views on the website. The blogs were dealt with in exactly the same way, so cannot have been the cause of the lower level of interest. Page 7 of 12

8 3.4 Top 20 Club Websites The 20 most viewed Club/Region/NA/Network Websites are shown below. Club Websites remain steady in the number of visitors, with no great difference between last year and the current year. SI Grange over Sands remains top of the list, but several other Clubs have made it onto the list who have not appeared before. Congratulations to SI San Fernando who only created their website in December 2016 and have achieved 4,489 page views already. As SI San Fernando also won the most increased Membership Competition in 2017 there may well be a correlation. Unique Page Views Page Views Grange over Sands 10,942 10,725 St Albans and District 7,740 6,930 Cheshire North Wales & Wirral 6,734 5,680 Northern Ireland 5, North West England and the Isle of Man 5,144 3,698 Crosby 5,086 3,813 Cardiff and District 5,063 3,813 Tynemouth Whitley Bay and District 4,496 3,512 San Fernando 4,489 3,107 Weston Super Mare 4,488 3,107 Canterbury and District 4,164 3,817 Kenilworth and District 3,698 3,636 Barry and District 3,531 2,638 Bournemouth 3,523 2,651 Wales South 3,474 2,630 Poole 3,462 2,597 Sheffield 3,456 2,647 South Lancashire 3,413 2,969 Winchester and District 3,388 2,514 Scotland South 3,078 2,333 Page 8 of 12

4.0 Social Media Facebook This has been another huge year for Soroptimists on social media. Members and Clubs have been using the user guides to set up both personal and Club accounts.

9 4.0 Social Media Facebook This has been another huge year for Soroptimists on social media. Members and Clubs have been using the user guides to set up both personal and Club accounts. The SIGBI Facebook page is continuing to grow with an increase of 65% on last year which has been helped along by the campaign of Facebook paid adverts which have highlighted the page to a new audience. Our Facebook groups are continuing to grow with all new Associate Members being invited to join the Associate Members group, with the other groups being promoted via Soroptimist News and the SIGBI News Briefings. All groups are a forum for Members to chat and share ideas, the Soroptimist Communications Group became Soroptimist Communications & Membership this year and is proving a great resource for Clubs to discuss successful Member recruitment and retention ideas. Facebook Page (10months) Likes at start of period Likes at end of period Increase % increase 65% increase 59% increase 43% increase 48% increase Page 9 of 12

10 Facebook Groups Members 2017 Members 2016 Soroptimist SIGBI GBI Soroptimist Associates Soroptimist Communications & Membership Posts with highest reach on Facebook Top 3 Post Reach Breast Cancer Awareness Month Infographic 12,036 Video produced on Adobe Spark promoting Membership 10,509 Membership image (superhero) 8,595 The top performing posts show that eye catching images, infographics and video content perform well with our Facebook followers. Twitter Twitter has seen an increase of 297 followers, a 27% increase on last year which is a slowdown compared to previous years. Impressions, engagements and retweets all continue to increase which is fantastic news, meaning that the followers we have are seeing and engaging with our content. The 2017 Conference in Cardiff saw an incredible amount of activity on Twitter with Members really getting behind the hashtag #SoroptimistCardiff2017. Impressions for the hashtag reached 1,256,321 which is an 83% increase on Malta Twitter (10months) Likes at start of period Likes at end of period Increase % increase 27% increase 69% increase 88% increase 96% increase Impressions (Number of times seen on twitter) 216, ,190 95,298 N/A Page 10 of 12

11 Engagements (Any interaction including likes, retweets, replies) N/A Retweets Posts with highest impressions on Twitter Top 3 Post Impressions Membership image join us 6801 Northern England Global Blanket Petition 3233 Emergency Relief Fund - SIERRA LEONE 2550 It s great to see that a promotional Join Us Tweet performed the best in terms of impressions. Campaigning Tweets also performed well. LinkedIn LinkedIn Company Page Followers Women Inspiring Action Group Members More Members are seeing the benefits on being on LinkedIn. Our company page is growing slowly and more women are joining the group Women Inspiring Action which is a group for both Soroptimists and non Soroptimists. In 2018 we plan to do a series of adverts on LinkedIn which should help get our name out there to more professional women. YouTube Only three new videos have been added to YouTube this year. We know that video content is highly shareable and we need to look at how in the next 12 months we can generate more video content. YouTube Videos added 3 34 Page 11 of 12

12 YouTube Top 3 Videos 2017 Interview with Ann Hodgson for Awards 66 views Interview with Sue Biggs for Awards 158 Leadership & Development Day Video 45 Social Media Highlights - The 2017 Conference in Cardiff the hashtag #SoroptimistCardiff2017 reached 1,256,321 impressions which is an 83% increase on Malta Thunderclap for Membership Month estimated reach - 127,960 (compared to 81,496 in 2016) - Facebook advertising running 9 adverts on Facebook achieving a total reach of 191,000, 554 leads and 603 new Facebook likes - Engagements with high profile opinion leaders and organisations via Facebook such as Jas Sanghera, Mandy Hickson and White Ribbon - Creating a range of promotional images and content for Members to use to promote their Clubs via social media - Creating Twitter Cheat Sheet Infographic to encourage more Members to use Twitter and adapting for the Conference in Cardiff Page 12 of 12

SMCSac --Who We Are. The centerpiece for gatherings surrounding the subject of social media. o Expands social media literacy and shares best practices

SMCSac --Who We Are. The centerpiece for gatherings surrounding the subject of social media. o Expands social media literacy and shares best practices SOCIAL MEDIA SMCSac --Who We Are The centerpiece for gatherings surrounding the subject of social media. o Expands social media literacy and shares best practices o Organizes workshops, forums, presentations