Lessons from lagomorphs on conversions versus engagement


We can learn a lot from rabbits. We all know that “slow and steady wins the race” thanks to the tortoise and the hare (yes, I know “The hare, I think you’ll find, is a much larger mammal.” according to Wallace and Gromit),  The Velveteen Rabbit taught us the power of a child’s love and I think Watership Down was just meant to give us nightmares as kids.

A Los Angeles-based rabbit rescue and shelter also learned the importance of conversion when it comes to social media. The Bunny World Foundation put out a call for donations to cover $2,500 in veterinary bills on Facebook, receiving “630 likes, 150 shares, 14000 clicks” in 24 hours, which are respectable numbers all things considered. Likes, shares and clicks however were not the goal however, donations were.

While this post’s shares of  may have reproduced like rabbits, donations didn’t as they only received $20. An exacerbated supporter wrote “…either we must be doing something wrong or Facebook sucks! If everyone here donated just a $1, bunnies would have 10 times the amount they need for their surgeries!”

This underscores the importance of converting social media engagement, media placements, or adverting and owned content views into the desired action. Stephen Covey’s second habit of highly effective people is to “begin with the end in mind” so whenever I’m brainstorming communication strategy, I ask myself (and the person I’m working for) “When all is said and done, what does success look like?”. With the end game in mind, I then use messages and tactics best suited to achieve that result.

Mistakes can also be converted. If Bunny World Foundation learned what went wrong, corrected for it the next time and converted a bad experience into a “teachable moment”, it could lead to future success. Patience, persistence and perseverance sounds a lot like that slow and steady thing again, doesn’t it?

This entry was posted in Facebook, Measures, Messages, Objectives and tagged , , , , . Bookmark the permalink.

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