Ministry of Justice,
10th Floor, 102 Petty France,
London, SW1H 9AJ
www.gov.uk
Charlotte Jee
Our Reference: 95612 / 20 February 2015
Freedom of Information Request
Dear Ms Jee,
Thank you for your email of 23rd January 2015, in which you asked for the following information from the Ministry of Justice (MoJ):
I would like to ask about social media spending at the department for financial years 2012/13, 2013/14 and the current amount spent for the 2014/15 financial year.
I would like to know:
1. What is the number of staff working at the department?
2. How many Twitter accounts is the department responsible for, either directly or indirectly, and what are their @ handles?
3. How many employees in the department have licences for social media products?
4. What was the total amount of money spent by your department on social media in 2012/13, 2013/14 and 2014/15 so far?
5. What were the individual amounts spent on social media products, training courses and consultants?
6. I would like to know how much was paid, and to whom, for any other costs associated with social media, such as promoted posts on Twitter?
Please indicate:
a. The financial year in which promotion took place b. The campaign that was promoted; c. The cost of promoting the named campaign; d. The number of times promoted posts were seen; e. The number of times promoted posts were clicked on; f. Details of the number of ‘likes’ the department Facebook page received as a result, including the starting figure and end figure; g. The number of clicks through to the information on www.gov.uk.
7. I wish to know the amount paid for department Twitter accounts to appear in the ‘Who to Follow’ panel on the Twitter website.
Your request has been handled under the Freedom of Information Act 2000 (FOIA).
I can confirm that the MoJ holds information that you have asked for, and I am pleased to provide this to you.
When considering your request I have interpreted it to cover the Ministry of Justice Head Quarters.
You can find out more about the breakdown of the MoJ, including a list of our agencies and public bodies in the link below:
https://www.gov.uk/government/organisations
1. There are currently 3,081 staff working at the MoJ HQ.
2. MOJ has 4 corporate twitter accounts:
@MoJGovUK
@mojpress
@mojdigital
@GCS_DESIGN102
3. MoJ currently has:
· 7 staff who have access to Hootsuite Enterprise for management, monitoring and evaluation (we have 10 seats)
· 5 staff have access to MeltwaterBuzz – for detailed evaluation
· 1 account for Pagemodo – for Facebook
· 1 account for Wistia – Video Platform
· 1 account for Soundcloud – Audio Platform
As well as the paid for platforms above we also use a range of no cost platforms for social media analysis and evaluation. Examples include Tweetdeck, Topsy and Tweetreach. Evaluation of our social media activity is an important part of evaluating the effectiveness of our broader communication activities, ensuring that activities are aligned to business priorities and support evidence based decision making.
4. Total amount of money spent on social media during:
2012/13
£400.00
2013/14
£6,497.00
2014/15
£168,894.06 – to January 2015
5. Individual amounts spent on social media products, training courses and consultants during:
2012/13
£400.00 training spend
2013/14
£5,998.80 product spend
£499.00 training spend
2014/15 – to January 2015
£144,896.06 products/platforms/services
£24,018.00 Training for 54 members of staff
6. Amounts spent on promoting a campaign via social media during:
2012/13
No spend
2013/14
No spend
2014/15
Campaign: What would you do? (International Restorative Justice Week – 16 – 23 November 2014)
The main campaign objective was to:
“Raise awareness of restorative justice (RJ), and encourage victims of crime to find out more about RJ and the advantages it offers.”
£20,000 (including project management cost and VAT) to M4C broken down as follows:
Engine / Impressions / Clicks/ Views / Cost / CTR/VTR / CPC/CPVFacebook / 4,287,372 / 49,030 / £7,632.45 / 1.14% / £0.16
Trueview
(Youtube advertising) / 899,744 / 94,515 / £7,639.93 / 10.50% / £0.08
Total / 5,187,116 / 143,545 / £15,272.38 / 2.77% / £0.11
The “What would you do?” Facebook page started at 0 likes, at the end of the campaign the page had received 2069 likes.
For information the Facebook element of this campaign achieved 1.14% engagement rate, compared to the government average of 0.22%
Both videos we promoted were new videos and began at 0 views, at the end of the campaign the:
· “What would you do” teaser video had received 101,000 views, with a retention rate of 79%, the highest figures ever for an MOJ video.
· “Rogers Story” video had received 6,226 views
The GOV.UK campaign resource page for practitioners received 813 page views.
Campaign: Family Mediation – Jan – March 2015
The main campaign objective is to:
Improve public awareness and understanding of family mediation and the legal requirements to consider it before court, highlighting the advantages it can offer including that legal aid is available.
Please note: The paid for social media promotion is not aimed at increasing Facebook likes or visits to content on GOV.UK, instead one of our key measures is the number of people who have visited the Family Mediation Council website since the campaign started.
Engine / Impressions / Engagements / Cost / Total / In ad video views / Average time spent on adAdFrame Display / 3,131,059 / 32,182 delivered engagements / £0.50
Per engagement / £16,091.00 / 33,100 / 14.2 secs
Engine / Page views/
Impressions / Posts / Dwell / Click through
Mumsnet – sponsored Family Mediation Q&A / 1,453 page views (1,342 unique) / 35 / 1.10 / - / £10,000 (gross)
Mumsnet – Family Mediation Q&A competition microsite / 2,874 page views (2,550 unique) / - / 2.08 / -
Mumsnet Display ads / 1,856,078 impressions / - / - / 1,753 / £11,500 (gross)
Total / £21,500.00
For information, the Mumsnet Sponsored Family Mediation Q&A exceeded the benchmarks for page views and post numbers.
Engine / Impressions / Clicks / CTR / Cost / CPCGoogle Display Network - Family Mediation / 72,110,887 / 247,817 / 0.34% / £54,894.93 (gross) / £0.22
Keyword: Family Mediation – Exact / 136,972 / 2,067 / 1.51% / £8,005.497
(gross) / £3.87
Keyword: Family Mediation - Phrase / 334,513 / 3,068 / 0.92% / £12,934.67
(gross) / £4.21
LT:Child Custody / 969 / 32 / 3.30% / £31.47
(gross) / £0.98
LT: Legal Aid / 2,298 / 17 / 0.74% / £15.63
(gross) / £0.92
Total / 72,585,639 / 253,001 / 0.35% / £75,882.19
(gross) / £0.30
Analytics show that there have been significant increases in page views and users of the FMC website since the campaign started on January 2nd::
Page Views / UsersJanuary 2015 / 340510 / 233086
December 2014 / 47275 / 10810
Variance / 293235 / 222276
% Increase/Decrease / 620% / 2056%
For information, 2014/15 is the first time during this parliament that the MoJ has spent money on campaign marketing.
7. The MoJ have not paid any money to have any of their accounts listed in the “Who to follow” panel on Twitter.
You can also find more information by reading the full text of the Act (available at http://www.legislation.gov.uk/ukpga/2000/36/contents).
You have the right to appeal our decision if you think it is incorrect. Details can be found in the ‘How to Appeal’ section attached at the end of this letter.
Disclosure Log
You can also view information that the Ministry of Justice has disclosed in response to previous Freedom of Information requests. Responses are anonymised and published on our on-line disclosure log which can be found on the MoJ website:
https://www.gov.uk/government/organisations/ministry-of-justice/series/freedom-of-information-disclosure-log
Yours sincerely
Data Access and Compliance Unit
How to Appeal
Internal Review
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If you would like to request a review, please write or send an email within two months of the date of this letter to the Data Access and Compliance Unit at the following address:
Data Access and Compliance Unit (10.34),
Information & Communications Directorate,
Ministry of Justice,
102 Petty France,
London
SW1H 9AJ
E-mail:
Information Commissioner’s Office
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You can contact the Information Commissioner’s Office at the following address:
Information Commissioner’s Office,
Wycliffe House,
Water Lane,
Wilmslow,
Cheshire
SK9 5AF
Internet address: http://www.ico.org.uk/