More than half of traffic to JustGiving (and your website) comes from mobile and tablet devices. In this presentation we share our experience of going mobile and responsive and give you plenty of tips to follow to make sure your content is great for mobile. Facebook also share their best practices on being social on mobile - because being mobile means being social. And by learning how social content works on mobile, you will help your organisation reach more people.
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Going mobile, being social - lessons from Facebook and JustGiving
1. Going mobile, being social –
lessons from Facebook and
JustGiving
Lynn Sutton
Non Profit Lead – EMEA
Facebook.com/business
Jonathan Waddingham
Social & Labs Product Manager @JustGiving
@jon_bedford
IoF National Convention July 2014
2. What we’ll cover
Facebook in the UK
Advertising and organic reach
JustGiving mobile stats
Optimising (mobile) sharing
Case studies
Q&A
6. • Facebook is growing!
• Newsfeed is becoming more competitive
• Relevancy is key
7. • Know the content you are
competing against
• Focus on a few key messages
• Your fans are your advocates – use them!
• Leverage any celebrity endorsements
• Remember – not all feeds are created equal
8. 1. Set up a campaign to achieve your goals
2. Target the right audience
3. Create best practices for all types of
campaigns
4. Choose the right campaign bidding
5. Measure success
9. Smartphone usage in the UK
30.2%
50.9%
62.2%
2011 2012 2013
http://www.thinkwithgoogle.com/mobileplanet
14. How would you sum
up your campaign in
a Facebook post?
15. Think about the content that people share
Title: needs to beeye
catching and includea
strong call to action
Description: needs to add
context, emotion and
urgency
URL:adds trust
Usegood images
17. Includea call to action
Mention youraccount or relevant hashtag
UseTwitter cards to pull more information
into Twitter
More calls to action and context
Add trackingcodes to your URLs
Tweets are 140 character stories
23. Why bother?
Pre-populated tweets have double the
click through rate (CTR)
Increased CTR on Twitter by >50% through
Twitter card integration
Structured Facebook shares have 2-3x CTR
of standard likes
24. Obsess about content
Why should people care?
What imagery do you have?
What’s the call to action?
40. #nomakeupselfie
http://bit.ly/JGselfie
30% of mobile & 26% of desktop donors shared their donation
The peak of 9,000 concurrent users was at 22.00 on Wednesday
500,000 visits from Facebook from over 11 million impressions in one day
42. Stats behind the campaign
£2.7 million raised online, £1.5 m by SMS
9 m pageviews March-June, 1.7m peak day
43% mobile, 42% desktop, 16% tablet
33% of all traffic from Facebook sources
17% of all traffic from Facebook mobile
www.justgiving.com/Stephen-Sutton-TCT
44. What you can learn from this?
Ask “what if” we go viral? Not “how do we go viral”
Make sure your operations team are available 24/7
Monitor social around the clock, be ready to take opportunities
Have SMS and mobile donation services ready
Make sure internal decision making can be quick when needed