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World Vision Australia Implements Tracx to Gain Improved Brand Awareness.

About World Vision

World Vision is a worldwide community development organization that provides short-term and long-term assistance to 100 million people (including 2.4 million children) in 96 countries. Committed to the poor, World Vision works through relief such as emergency assistance to those affected by disasters and conflict, as well as long-term transformational development. World Vision Australia focuses on but is not limited to work in the Asia Pacific region, including work within Australia’s indigenous communities.

The Challenge

Scattered Data

As an organization that responds to and addresses relief efforts for global emergencies, the World Vision Australia (WVA) social team plays a pivotal role in communications with supporters and followers. WVA has been aiding in the Nepal earthquake, the crises in Syria and South Sudan, as well as other fragile states.

Employing a variety of social channels to reach different supporters and followers, WVA was in need of a more effective way to monitor its imprint and voice in the market. They were also trying to assess mentions of the brand alongside specific disasters. The organization was having difficulty efficiently gathering data from channels, as well as being able to simultaneously compare its owned media against conversions. The organization was in need of a powerful social business cloud. The issues they were facing started when they began using social media as a communication tool to its supporters and followers. The organization also required a function to present relevant data and insights to stakeholders on a succinct yet detailed and organized platform.

WVA uses several tools to examine the impact of social channels on its web performance. Through link tagging and site tracking with Adobe Analytics, they are able to get a view of how social drives traffic to the website. They also use Facebook Insights as a means of providing deeper analytics with its Facebook engagement, as well as Google Analytics.

The Solution

A Comprehensive Platform

Tracx’s extensive social business cloud was employed to provide the organization with tangible, usable data regarding the messaging of its relief efforts as well as its public reputation and brand standing.

“We use Tracx to ‘complete the circle’ and provide visibility at a topline across multiple social channels (being primarily Facebook, Instagram and Twitter in tandem) to demonstrate what is going on beyond our company website; what is being said about us at a wider level, as well as what is being said on our owned social platforms,” said Social Media Manager at WVA, Louise Acheson.

Tracx served to house all the data in one place and give a clear indication of the levels and nature of conversation occurring across all social media channels. WVA was examining the number and the content of conversations that were happening around the brand name when associated with the Nepal Earthquake.

“In this instance we were examining the number and the content of conversations that were happening around our brand name when associated with the Nepal Earthquake. [We were able to identify] more engaging mentions (via exporting engagement reports) and more frequently occurring dialogue (through use of conversation clouds),” iterates Acheson.

They were able to show relevant stakeholders the degree of these conversations happening in the social landscape (using the dashboards), as well as to showcase some of the more engaging mentions (via exporting engagement reports) and more frequently occurring dialogue (through use of conversation clouds).

At a top level it allowed for simple reporting back to the organization on its social footprint with a clear and concise dashboard; at a more granular one, it allowed its digital analyst to examine trends in conversation and identify the impact of brand ambassadors amidst the discourse. It also provided a window of what conversations were being created around other relief organizations in the same period.

In order to achieve this, they simply used a topic filter built for searching mentions of its brand name, alongside mentions of the disaster for most of the reporting. The organization also pulled mentions of a specific event it was promoting for fundraising purposes to analyze reach and engagement on the topic.

The WVA social team sought out reporting assistance from its digital analyst in providing ongoing data illustrating performance and conversation impact and engagement. Relevant hashtags were provided in order to build specific filters focusing on particular events.

The Results

Success for the communications team was determined by providing up-to-date data at frequent intervals, helping to facilitate the understanding of social impact and brand engagement. Incorporating Tracx into the analyst’s daily routine gave them a clear understanding of the organization’s social voice and improved awareness of conversations around the brand.

“As an analyst, success was largely a function of having clear and concise data to present to stakeholders in a clean fashion,” said Digital Analyst of WVA, David Holburn.

Compared to its previous implementation of Radian6, the use of Tracx enabled more straightforward, easy-to-use reporting vis-à-vis the social media dashboards.

Its communications and leadership team were greatly impacted by the use of Tracx, as they were now armed with quick, up-to-the-minute reporting throughout specific disasters and ongoing communications periods.

Compared to its previous implementation of Radian6, the use of Tracx enabled more straightforward, easy-to-use reporting vis-à-vis the social media dashboards,

About World Vision

World Vision is a worldwide community development organization that provides short-term and long-term assistance to 100 million people (including 2.4 million children) in 96 countries. Committed to the poor, World Vision works through relief such as emergency assistance to those affected by disasters and conflict, as well as long-term transformational development. World Vision Australia focuses on but is not limited to work in the Asia Pacific region, including work within Australia’s indigenous communities.

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