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Using music, celebrities and books to promote public transport

Monday, July 4th, 2011 | Global Cool | No Comments

Do It In Public

Personal car travel accounts for over 25% of the average Brit’s carbon footprint. Global Cool’s Do It In Public campaign taps into our audience’s interests in music, being social and having fun to promote public transport as an alternative to driving. The campaign focuses on the adventures you can have on buses and trains as well as the ‘me-time public’ transport gives you to read, relax, listen to music, chat to friends or meet someone new!

Throughout 2009 and 2010 Global Cool attended music festivals up and down the country to talk to bands and artists about their adventures and ‘me-time’ on public transport. All the films were distributed online and continue to be published weekly revealing new top celeb stories. To connect directly with festival goers in 2009, we took the Global Cool Bus on-site and also worked with Vice Magazine to create an insert booklet full of musicians’ stories of public transport journeys. In 2010 our campaign focused on the ‘me-time’ that travelling by public transport affords to read, relax and meet new people. Global Cool launched a book club on Twitter that encouraged people to catch up on the latest releases while on the move.

This year we are using Spotify to create the ultimate playlists for every major music festival this summer. On the website for each festival we have published travel guides, links to the playlists and a travel light tip to help make Doing It In Public on the way to a festival as fun as possible for our readers. Global Cool have collaborated with Fairshare Music, to create weekly Music In Public top 10 lists available for download. We have also continued our Books In Public segment on the website with weekly book recommendations and reviews.

What do you think about our Do It In Public campaign?

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How we measure web activity and define online success

Wednesday, June 8th, 2011 | Global Cool | No Comments

internetOur most recent web statistics have shown yet more impressive growth since our last update. Highlights from May’s results included:

  • Most ever number of monthly unique users on globalcool.org
  • Most ever monthly page views
  • Highest number of repeat visitors
  • Highest percentage of people opening our newsletter
  • Most number of interactions on the website, Facebook and Twitter

Global Cool’s online activity has three main channels: the Global Cool website, our weekly newsletter and social media activity (mainly on Facebook, Twitter and You Tube, but also increasingly on Flickr and Four Square). In each of these channels we measure the reach of our activity and also the depth of affinity and engagement with our message.

As a campaigning organisation seeking to change the general public’s behaviour by making green lifestyles more attractive, clearly it’s important for us to communicate with as many people as possible, as frequently as possible. However, we also recognise the importance of monitoring how people respond to our messages.

Reach is relatively straightforward to measure: how many people visited the website, how many people opened the newsletter, how many followers do we have on Twitter etc etc. Affinity and engagement measures are more complicated and nuanced. Deciding what type user behaviour demonstrates affinity with your message and what demonstrates engagement is not an exact science. Some examples of affinity we measure include repeat visitors to the website, searches for our brand name, opens of our newsletter etc. Examples of engagement include commenting on a blog post, entering a competition or a retweet on Twitter.

It’s also worth noting that affinity and engagement measures will not always be positive. Some comments, tweets, Facebook messages will be from people telling you you’re doing it wrong, or that they hate you. Some people might view several pages on your website because they are so outraged by how dumb they think your article was that they want to make sure the rest of your content is just as disagreeable to their particular sensibilities.

In terms of the former, we do take a measure of how much negative feedback we get and it regularly comes at less than 0.5% of our total audience. The highest it’s ever been in a single month is 1%. For the latter it’s difficult to ever know what motivates someone to look at two, three, four pages on your site. However, given the tiny amount of negative engagement we get, we are willing to take a leap of faith and assume the vast majority of affinity-like behaviour we see is also motivated by positive rather than negative sentiment.

All in all, Global Cool is now reaching in excess of 70,000 people per month across all three of our main web channels. Of those people, around 22% are demonstrating affinity with our message and 11% are engaging with us.

We are keen to know how you measure your online activity and how you define your success indicators, particularly if, like Global Cool you are seeking to encourage behaviour change or promote green living. Feel free to leave us a comment below…

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Global Cool web activity: How we measure, why we measure and the results

Wednesday, March 2nd, 2011 | Global Cool | 1 Comment

Global Cool websiteThe performance Global Cool’s online activity has been showing some impressive growth in recent months.

Global Cool uses several online channels to communicate with our audience: the Global Cool website, our weekly email newsletter, social media (mainly Facebook, Twitter and You Tube) and the Global Cool Foundation website. As with all our work, we rigorously measure the performance of our online activity, both on a month by month and on a campaign by campaign basis.

Since relaunching our website last June (with the focus on it acting as a hub for all of the channes listed above) we have seen significant growth in our online reach across all channels. The number of unique users coming to globalcool.org and page impressions have trebled in the last eight months. We have also seen a trebling of our audience on Twitter too, with the launch of three new accounts: @Traincation, @BooksInPublic and @GlobalCoolFDN. Our total online reach across all channels was 72,357 in February 2011, up from 37,883 in July 2010.

Increasing our online reach was one of our major goals this time last year, but we recognise that it’s not just about hitting as many people as possible. It’s also extremely important to engage those people with our campaigns and key messages in order to achieve our overall goal – geting people to take up green behaviours in order to prevent climate change.

In addition to reach we also closely monitor a series of affinity measures (mainly different types of interaction across the various channels we use) in order to assess how receptive the public is to our campaign messaging. These include both positive and negative interaction, and we’re delighted that whilst 12% of our audience across all channels are demonstrating positive sentiment towards our campaigns, less than 1% are showing negative sentiment.

You can read more about the impact of Global Cool’s campaigns here.

How are you measuring your online performance? We’d love to hear about what you’ve learnt…

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We run Global Cool, the only online magazine in the UK truly inspiring the mainstream to live greener

We create content about music, fashion, celebrity and lifestyle trends. We use this content to inspire people normally turned off by climate change to lead greener lives. We reached more than 200,000 people in 2011 and we don't preach to the converted. In fact, 93% of our audience say we are the only green organisation they engage with.

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