1. Fair Trade USA!
December 7th, 2010!

2.  Gauging our Facebook and Twitter presence!
 Identifying our online followers!
 Age!
 Gender!
 Location !!
 Analyze this yearʼs Fair Trade Month!
 Forms of promotion that were most successful!
 When we were most successful!
 Where and how we can increase online presence!
 Competition online presence!
 Partner online presence!
 Facebook!
 Twitter!

3. 10,000
20,000
30,000
40,000
50,000
60,000
0
4/1/2010
-­‐
4/7/2010
4/8/2010
-­‐
4/14/2010
4/15/2010
-­‐
4/21/2010
4/22/2010
-­‐
4/28/2010
4/29/2010
-­‐
5/5/2010
5/6/2010
-­‐
5/12/2010
5/13/2010
-­‐
5/19/2010
5/20/2010
-­‐
5/26/2010
5/27/2010
-­‐
6/2/2010
6/3/2010
-­‐
6/9/2010
6/10/2010
-­‐
6/16/2010
6/17/2010
-­‐
6/23/2010
6/24/2010
-­‐
6/30/2010
7/1/2010
-­‐
7/7/2010
Ka1e
in
Africa
7/8/2010
-­‐
7/14/2010
7/15/2010
-­‐
7/21/2010
7/22/2010
-­‐
7/28/2010
7/29/2010
-­‐
8/4/2010
8/5/2010
-­‐
8/11/2010
8/12/2010
-­‐
8/18/2010
8/19/2010
-­‐
8/25/2010
8/26/2010
-­‐
9/1/2010
9/2/2010
-­‐
9/8/2010
9/9/2010
-­‐
9/15/2010
9/16/2010
-­‐
9/22/2010
9/23/2010
-­‐
9/29/2010
Start
of
FTM
9/30/2010
-­‐
10/6/2010
10/7/2010
-­‐
10/13/2010
10/14/2010
-­‐
10/20/2010
10/21/2010
-­‐
10/27/2010
October!
intervals!
last week!
in October!
 Extremely high
variance between
 FTM experienced
most Active Users in
 22,819 Active Users
 Active users doubled

4. Weekly
Page
Views
1,000
1,500
2,000
2,500
3,000
3,500
4,000
4,500
0
500
1/1/2009
-­‐
1/7/2009
1/15/2009
-­‐
1/21/2009
1/29/2009
-­‐
2/4/2009
2/12/2009
-­‐
2/18/2009
2/26/2009
-­‐
3/4/2009
3/12/2009
-­‐
3/18/2009
3/26/2009
-­‐
4/1/2009
4/9/2009
-­‐
4/15/2009
4/23/2009
-­‐
4/29/2009
5/7/2009
-­‐
5/13/2009
5/21/2009
-­‐
5/27/2009
6/4/2009
-­‐
6/10/2009
6/18/2009
-­‐
6/24/2009
7/2/2009
-­‐
7/8/2009
7/16/2009
-­‐
7/22/2009
7/30/2009
-­‐
8/5/2009
8/13/2009
-­‐
8/19/2009
8/27/2009
-­‐
9/2/2009
9/10/2009
-­‐
9/16/2009
9/24/2009
-­‐
9/30/2009
FTM
2009
10/8/2009
-­‐
10/14/2009
10/22/2009
-­‐
10/28/2009
11/5/2009
-­‐
11/11/2009
11/19/2009
-­‐
11/25/2009
Sum
of
Page
Views
12/3/2009
-­‐
12/9/2009
12/17/2009
-­‐
12/23/2009
12/31/2009
-­‐
1/6/2010
1/14/2010
-­‐
1/20/2010
1/28/2010
-­‐
2/3/2010
2/11/2010
-­‐
2/17/2010
2/25/2010
-­‐
3/3/2010
3/11/2010
-­‐
3/17/2010
Sum
of
Posts
3/25/2010
-­‐
3/31/2010
4/8/2010
-­‐
4/14/2010
4/22/2010
-­‐
4/28/2010
5/6/2010
-­‐
5/12/2010
5/20/2010
-­‐
5/26/2010
6/3/2010
-­‐
6/9/2010
6/17/2010
-­‐
6/23/2010
7/1/2010
-­‐
7/7/2010
7/15/2010
-­‐
7/21/2010
7/29/2010
-­‐
8/4/2010
8/12/2010
-­‐
8/18/2010
8/26/2010
-­‐
9/1/2010
FTM
2010
9/9/2010
-­‐
9/15/2010
9/23/2010
-­‐
9/29/2010
10/7/2010
-­‐
10/13/2010
10/21/2010
-­‐
10/27/2010
11/4/2010
-­‐
11/10/2010
0
5
10
15
20
25
30
35
Weekly
Posts

5. Male
31%
 Much
larger
concentra1on
of
women
Female
on
FT
USA
compared
to
Facebook
69%
 Best
to
target
women,
over
2/3
of
ac1ve
users
on
FT
USA
are
female
 Consistent
with
the
Globescan
study
Male
44%
Female
56%

6.  38% of FT USA active users
between 25-34! 40%
38%
 Facebook has a greater 35%
33%
representation among older and
very young demographics! 30%
 FT USA has a concentration in 25%
24%
25%
22%
age!
 60% of FT USA users between 20%
17%
25-44 compared to 42% of all 15%
13%
12%
Facebook users! 10%
10%
 I am recommending because 6%
of overlap a strong emphasis of 5%
social media marketing! 0%
18-­‐24
25-­‐34
35-­‐44
45-­‐54
55+
Facebook
FT
USA

7. The largest demographics groups in
order!
Male
45-­‐54
Male
55+
2%
3%
1) 26% Female 25-34 !
2) 17% Female 18-24!
3) 15% Female 35-44!
Male
25-­‐34
4) 12% Male 25-34!
12%
Female
25-­‐34
5) 7% Male 18-24!
26%
6) 7% Male 35-44!
Male
18-­‐24
7%
 Females <45 years make up 58%
of our users on Facebook!
Male
35-­‐44
Female
55+
 Males <45 account for 26% of our
7%
4%
users!
 Target Market Females (25-44) on
Female
45-­‐54
Facebook!
7%
Female
18-­‐24
17%
 Market for Females 18-24 with
Fair Trade Universities program!
Female
35-­‐44
15%

8. City % of Rank Per
City ! Views! Population ! Population! Capita !
 Greater representation
New York, NY! 823! 8,391,881! 0.010%! 10!
of cities in Western US!
Chicago, IL! 657! 2,853,114! 0.023%! 7!
 Pleasanton, CA has the
Seattle, WA! 642! 617,334! 0.104%! 2! highest representation per
Los Angeles, CA! 524! 3,833,995! 0.014%! 9! capita. Safeway HQ!
Washington DC! 457! 599,657! 0.076%! 3!
 NYC has the most
views, but the lowest per
Atlanta, GA! 381! 540,922! 0.070%! 4!
capita views!
Portland, OR! 356! 582,130! 0.061%! 5!  If location factors, target
Philadelphia, PA! 341! 1,547,901! 0.022%! 8! west coast cities!
San Francisco, CA! 332! 815,358! 0.041%! 6!  Leads on Fair Trade
Towns!
Pleasanton, CA! 328! 63,654! 0.521%! 1!

9. 60,000
 FT USA most popular 3rd party
50,000
certifier on social media sites.!
 FT USA most liked on
40,000
Facebook, 2nd most followed on
Twitter!
30,000
 Fair For Life (IMO) has almost
no social media presence. !
20,000
10,000
0
Rainforest
Fair
For
FT
USA
Alliance
Life
(IMO)
TwiZer
Followers
6,862
9,199
0
Facebook
Likes
47,086
10,605
81

10. 70,000
 FT USA is the second most
“Liked” among partners!
59,136
60,000
 Larabar most “Liked” among
these partners!
50,000
47,086
 Most partners are not very
40,000
mainstream on Facebook!
30,631
30,000
20,000
11,933
10,091
10,000
7,532
2,644
3,068
3,517
2,703
212
0

11. 18,000,000
Company
Likes
(millions)
16,878,172
1.
Starbucks
16.9
 Starbucks most “Liked”
16,000,000
2.
Coca
Cola
15.1
company on Facebook!
14,000,000
3.
Oreo
12.1
 Dunkin Donutʼs, Ben &
4.
SkiZles
11.5
Jerryʼs and Walmart
12,000,000
5.
Red
Bull
10.2
similar number of likes!
6.
Victoria’s
8.4
 Brands tend to be more
10,000,000
Secret
“Liked” than retailers on
Place
Image
7.
Disney
8.4
Facebook!
8,000,000
Here
8.
Converse
7.4
6,000,000
9.
MTV
7.0
10.
Pringles
5.8
4,000,000
2,488,238
2,149,363
2,066,004
2,000,000
390,016
97,705
61,701
47,086
0
Starbucks
Dunkin
Walmart
Ben
&
Whole
Mark.
Sam's
FT
USA
Donuts
Jerry's
Foods
Girl
Club

12. 8,000
 FT USA second most followed 6,862
7,000
6,956
on among partners!
 FT USA has a larger 6,000
Facebook presence!
5,000
4,812
 Partners are active on Twitter!
3,945
4,000
3,551
3,136
3,000
2,656
2,000
1,592
924
1,000
741
0
0

13. Company
2,000,000
 Starbucks prominent on
1.
Dell
1,832,389
both Twitter and
2.
Whole
Foods
1,800,000
Facebook!
1,600,000
3.
Zappos
 Companies tend to have
4.
Jetblue
large presence on
1,400,000
Facebook or Twitter. !
5.
Comcast
 Potential for FT USA
1,200,000
1,120,325
6.
New
York
Times
with coffee producers or
1,000,000
7.
Southwest
Airlines
retailers. !
800,000
8.
Starbucks
9.
Kodak
600,000
10.
Home
Depot
400,000
200,000
60,587
12,912
10,897
6,862
4,577
973
0
Whole
Starbucks
Dunkin
Ben
&
Mark.
Girl
FT
USA
Sam's
Club
Walmart
Foods
Donuts
Jerry's

14. 40,000
45
35,000
40
 Most Impressions and
many Likes for Action!
35
30,000
 Many Likes for Producer
30
Voices yet few impressions!
25,000
 Larger discrepancy of likes
Impressions
25
Likes
20,000
compared to impressions!
20
 Altruistic and feel good
15,000
15
posts are more “liked”!
10,000
10
5,000
5
0
0
Ac1on
Contest
Donate
Event
Partner
Producer
Voices
Impressions
per
post
Likes
Per
Post

15. 12000
 Large
dip
in
users
on
10000
Saturday-­‐Sunday
 There
are
fewer
posts
8000
during
weekends
6000
 Daily
Ac1ve
Users
4000
consistent
week
to
2000
week
0
 Thursday has the most 3,000
Active Users per post on 2,500
a weekday! 2,000
 Very few Active Users
1,500
on weekends due to a
lack of posts! 1,000
500
0
Monday
Tuesday
Wednesday
Thursday
Friday

16.  More posts, prizes, and content increased
our active users and logins in October!
 Majority of FT USA Facebook users are
women age 18-45!
 Five of the most popular cities are in three
states on west coast!
 Most social media presence of a 3rd party
certifier!
 Social media presence prominent compared
to most of our partners, but there are
opportunities with much larger companies!