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1 www.2012.coop 29 October 2012 International Co-operative Alliance Communications strategy & results Nicola Huckerby Director of Communications – ICA

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Page 1: Communications strategy & results...Oct 29, 2012  · Co-operative Media Pool 100 editorial partners Reached 146,000 visitors Over 6,000 stories 4,500 Twitter users / 5,000 on Facebook

1

www.2012.coop

29 October 2012

International

Co-operative

Alliance

Communications strategy & results

Nicola Huckerby

Director of Communications – ICA

Page 2: Communications strategy & results...Oct 29, 2012  · Co-operative Media Pool 100 editorial partners Reached 146,000 visitors Over 6,000 stories 4,500 Twitter users / 5,000 on Facebook

International Co-operative Alliance

Format

Introductions

IYC results & 2013 Strategy

2012.coop

Publications

Social media (FaceBook, Twitter, Blogs)

Global News Hub

Coop’Art

IYC Book

ICA Branding

Media Strategy (Sommerson & Fenton)

2

Page 3: Communications strategy & results...Oct 29, 2012  · Co-operative Media Pool 100 editorial partners Reached 146,000 visitors Over 6,000 stories 4,500 Twitter users / 5,000 on Facebook

International Co-operative Alliance

2012.coop

3

Date

Jan Feb Mar Apr May Jun Jul Aug Sep Oct

Visits 27,612 17,442 15,617 13,365 13,872 13,432 12,585 31,276 31,359 32,493

Unique Visitors 22,509 13,781 12,065 10,599 10,964 10,321 9,845 22,435 24,215 24,924

Pageviews 62,371 42,523 37,598 31,745 33,846 35,958 31,468 82,997 82,154 83,738

Pages / Visit 2.26 2.44 2.41 2.38 2.44 2.68 2.5 2.65 2.62 2.58

Avg. Visit Duration (mm:ss) 02:39 03:12 03:08 02:57 03:27 03:18 03:10 03:21 03:12 02:53

Bounce Rate (%) 60.44 57.26 59.1 59.49 59.03 58.21 58.79 54.25 54.57 56.1

New Visits (%) 78.22 73.27 70.57 72.67 72.2 74.14 73.25 69.12 71.93 70.23

Page 4: Communications strategy & results...Oct 29, 2012  · Co-operative Media Pool 100 editorial partners Reached 146,000 visitors Over 6,000 stories 4,500 Twitter users / 5,000 on Facebook

International Co-operative Alliance

2012.coop

Results

News and press releases in English, French and Spanish

Speeches & presentations

RSS Feed for news

Dynamic pages

Story of the Day

Partners

Events listing

Strategy

Rebranding as www.ica.coop for 2013

Full translation

Image & video library

Member document sharing

4

http://www.ica.coop/
Page 5: Communications strategy & results...Oct 29, 2012  · Co-operative Media Pool 100 editorial partners Reached 146,000 visitors Over 6,000 stories 4,500 Twitter users / 5,000 on Facebook

International Co-operative Alliance

ePublications

5

Page 6: Communications strategy & results...Oct 29, 2012  · Co-operative Media Pool 100 editorial partners Reached 146,000 visitors Over 6,000 stories 4,500 Twitter users / 5,000 on Facebook

International Co-operative Alliance

Facebook Reach & Trends

6

2666 Likes 55% men 47% <35 70% English as default language

Page 7: Communications strategy & results...Oct 29, 2012  · Co-operative Media Pool 100 editorial partners Reached 146,000 visitors Over 6,000 stories 4,500 Twitter users / 5,000 on Facebook

International Co-operative Alliance

Twitter #coops2012

2909 Followers

Cross pollination with FB, 2012.coop, Blogs

111 tweets

101 mentions

284 retweets

7

Page 8: Communications strategy & results...Oct 29, 2012  · Co-operative Media Pool 100 editorial partners Reached 146,000 visitors Over 6,000 stories 4,500 Twitter users / 5,000 on Facebook

International Co-operative Alliance

Social Media strategy

Social networking sites (Facebook & Google+)

Content communities (YouTube & Flickr)

Blogs & microblogs (Tumblr, Twitter, LinkedIn)

Define clear & measurable goals

Active listening Engage top 20

influencers Create own regular

content Champion &

facilitate SM best practice

Toolkit supporting the Blueprint

8

Page 9: Communications strategy & results...Oct 29, 2012  · Co-operative Media Pool 100 editorial partners Reached 146,000 visitors Over 6,000 stories 4,500 Twitter users / 5,000 on Facebook

International Co-operative Alliance

Global News Hub

September 2011

Co-operative Media Pool

100 editorial partners

Reached 146,000 visitors

Over 6,000 stories

4,500 Twitter users / 5,000 on Facebook

World Top 10 of sites for co-op or co-operative

235 Africa / 1123 Americas / 586 Asia Pacific / 1245 Europe

Direct link to 2012.coop and blogs

9

Page 10: Communications strategy & results...Oct 29, 2012  · Co-operative Media Pool 100 editorial partners Reached 146,000 visitors Over 6,000 stories 4,500 Twitter users / 5,000 on Facebook

International Co-operative Alliance

Coop’Art

Reach

This is the first global competition for the ICA

170 entries from 35 countries

6450 votes registered

Results

10

Photography:

Philippines, Argentina (2)

Video:

Chile, Portugal, UK

Music:

Dominican Republic, Canada & Mexico

Page 11: Communications strategy & results...Oct 29, 2012  · Co-operative Media Pool 100 editorial partners Reached 146,000 visitors Over 6,000 stories 4,500 Twitter users / 5,000 on Facebook

International Co-operative Alliance

IYC book

4250 copies

25 Partners

USD49.95 + discounts

Profile raising

Member engagement

Income

On-line version

11

Page 12: Communications strategy & results...Oct 29, 2012  · Co-operative Media Pool 100 editorial partners Reached 146,000 visitors Over 6,000 stories 4,500 Twitter users / 5,000 on Facebook

International Co-operative Alliance

ICA branding

Results

More business-like look and feel for publications and on-line

capitalising on IYC brand use of the logo and tag-line

Strategy

ICA Communication Committee

Visual identity

Brand values

Alignment and adoption across the sub-brands

Bring forward recommendations to the Board

12

Page 13: Communications strategy & results...Oct 29, 2012  · Co-operative Media Pool 100 editorial partners Reached 146,000 visitors Over 6,000 stories 4,500 Twitter users / 5,000 on Facebook

International Co-operative Alliance

Thank you

13

Page 14: Communications strategy & results...Oct 29, 2012  · Co-operative Media Pool 100 editorial partners Reached 146,000 visitors Over 6,000 stories 4,500 Twitter users / 5,000 on Facebook

International Co-operative Alliance

IYC Book Partners

PLATINUM PARTNERS

Federated Co-operatives Ltd (FCL), Canada

Desjardins Group, Canada

SILVER PARTNERS

Arctic Co-operatives Ltd (ACL), Canada

Calgary Co-operative Association, Canada

Co-operative Insurance Company (CIC), Kenya

National Agricultural Co-operative Federation (NACF), Korea

HSB Housing Co-operatives, Sweden

Indian Farmers Fertiliser Cooperative Ltd (IFFCO), India

National Co-operative Organisation of Malaysia (ANGKASA), Malaysia

National Auditing Union of Workers’ Co-operatives (NAUWC), Poland

National Cooperative Grocers Association (NCGA), United States

NTUC FairPrice Co-operative Limited, Singapore

Ontario Co-operative Association (On Co-op), Canada

Saint Mary’s University, Canada

Scottish Agricultural Organisation Society (SAOS), Scotland

The Big Carrot, Canada

The Co-operative Group, United Kingdom

The Co-operators, Canada

University of Saskatchewan, Centre for the Study of Co-operatives, Canada

Université de Sherbrooke, Canada

Vancity, Canada

BRONZE PARTNERS

Canadian Co-operative Association, Canada

Central Union of Rural and Agricultural Cooperatives (Curaci), Iran

Conseil canadien de la cooperation et de la mutualité, Canada

Conseil québécois de la cooperation et de la mutualité, Canada

Iran Chamber of Commerce (ICC), Iran

14


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