Today, we began a trial run advertising campaign on Google and Facebook using the results of a FairShares Branding Survey conducted amongst our supporter base. The survey asked supporters to choose between a number of options based on the theme: “If I was a….., then I’d like to be….”
The survey results established a number of clear winners out of the 18 scenerios tested, and we’ve now created Ads for Google and Facebook to see which will produce the most ‘clicks’ to our website.
FairShares Branding Survey – Results
Only statements supported by more than 30% of respondents have been included.
| Statement | Clarity | Ranking | Total | |||
| If I was an organisation, I’d be a co-operative society | 7.67 | 6.65 | 14.32 | |||
| If I was a singer, I’d be Ella Fitzgerald | 3.67 | 8.05 | 11.72 | |||
| If I was a politcal system, I’d be co-operativism | 5.67 | 6.05 | 11.72 | |||
| If I was a leading man, I’d be George Clooney | 3.00 | 8.55 | 11.55 | |||
| If I was a figure from history, I’d be Albert Einstein | 3.00 | 8.30 | 11.30 | |||
| If I was a social reformer, I’d be Nye Bevan | 6.00 | 4.95 | 10.95 | |||
| If I was an engine, I’d be economical | 3.00 | 7.25 | 10.25 | |||
| If I was a holiday destination, I’d be The Scottish Highlands | 3.00 | 6.40 | 9.40 | |||
| If I was a social enterprise, I’d be The Rochdale Society of Equitable Pioneers | 3.00 | 6.00 | 9.00 | |||
| If I was a revolutionary, I’d be Karl Marx | 3.00 | 5.55 | 8.55 | |||
| Clarity score is a measure of the clearness of the choice amongst respondents – the higher the score, the more people agreed. | ||||||
| Ranking score is a measure of the respondents’ preferences for a particular question – the higher the score, the more popular the question. | ||||||
The adverts will run for a week, and then we’ll compare the benefits of doing so with ‘boosting’ a post on Facebook. The goal is not only to highlight the intellectual property we have been creating, but also the subscriptions, audit tools and advanced diagnostics that can now be purchased from the association. If they generate the results we want, we’ll hold them ready for the day we have the money to use them. These initial advertising trials are being paid for by vouchers that came with our web-hosting package, and some fee income from reviewing a new book on co-operative economics for ZedBooks!