FACEBOOK VIRALITYUNICEF MOZAMBIQUE10-July-2012

Virality - “The percentage of people who have created a story from your Facebook Page post out of the total

number of unique people who have seen it”.

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Date Range: 17-May-2012 to 1-July-2012

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YVirality: 34.66%Date: June 12, 2012Time: 11AM-1PM time slot

Strategy: 1- Use key date to create awareness in key issue (World Against Child Labour)2- Use strong visual picture (minor edits to sharpen and highlight more the children)3- Show 2-3 key data to support the information4- Share it on Groups talking about same content (Child labour)5- Send email to key Facebook pages in Mozambique about the posting (2 online portals picked up)6- Focus on local language and offer translated version as first comment

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YVirality: 21.84%Date: June 16, 2012Time: 12PM

Strategy: 1- Use key date to create awareness in key issue (Day of the African Child)2- Use strong visual picture (minor edits to sharpen and highlight more the children)3- Ask people to engage with post by posting message at the end “SHARE and SUPPORT this cause”4- Share it on Groups talking about same content (Disabilities in Africa)5- Send email to key Facebook pages in Mozambique about the posting (1 online portals picked up)6- Offer link to full article to channel more visitors to website (35 people clicked)

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YVirality: 11,91%Date: July 1, 2012Time: 4PM-6:30PM time slot

Strategy: 1- Once a week (Saturday or Sunday) we post a Photo of the week with a strong key message from our website and a link to that section2- Identify top topics on website (use Urchin to look what search terms drive more visitors to website) – Identified Education and Hiv/Aids3- Choose and edit strong picture3- Share it on Groups talking about same content (Education in Africa)6- Sunday/Saturday we identified as the most crucial day of the week to post strong messages and also get more engagement from users (we post only once and on one of our 2 time slots)

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YVirality: 11,27%Date: June 25, 2012Time: 11AM-1PM time slot

Strategy: 1- Use key date to create awareness in key issue (Mozambique Independence Day)2- Use strong visual picture (minor edits to sharpen and highlight more the text on the picture)3- Congratulate our Mozambican supporters and Show key information on what happen this day (UNICEF open first office)4- Share it on Groups talking about same content (Mozambique groups)5- Send email to key Facebook pages in Mozambique about the posting (1 online portals picked up)6- Focus on local language and offer translated version as first comment

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Y Date Range: 17-May-2012 to 1-July-2012

WHY THEY FAILED?

1- Copy-Paste link from microsite/website/blog2- NO strong visual picture 3- TO much text4- USED random Facebook picture it selects from external link 5- USING Twitter-Facebook plugin, so when we tweet it appears on Facebook page, we have since de-activated this6- Didn’t asked for action/engagement from fan7- Didn’t find appropriate Groups to join and share8- Some topics were not related to monthly theme (ex: inserted at bloggers request)9- Some posts were posted outside of time slots

www.facebook.com/unicef.mozambique

Virality

“Median virality rate for Facebook Pages: 1.92%”