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

Learn how NPR utilized geotargeting to drive local engagement on Facebook, increase digital partnership with stations, and measure engagement performance effectively. Discover key insights and outcomes from this innovative approach.

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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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