Ellie Moore, senior engagement strategist, Don't Panic Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

1. The Science of Social

2. We are content creators who became an
agency.

3. We’ve come a long way since those days.
Yet our approach remains the same…

4. Ads less ady.
We make content people want to engage
with.

5. Changing our way of working to fit with
a non-linear user journey.

7. Engagement
PR Paid
Creative

8. And so we have…
Engagement Strategy.

9. Laws of Social Attraction

10. Social Creatures

11. Collective Self-Esteem

12. They Don’t Want to Watch.

13. Being Relevant

14. Find the Connection

15. Create Understanding

16. Fast Track to Memory

17. How it works

20. Engagement Strategy

21. Rigorously assess your comms against a “reasons-to-share” checklist.
Why would someone share it?
Emotion: how does it make us feel?
Zeitgeist: how is it relevant now?
Originality: how is it different to an ‘ad’?
Value exchange: does it reward people who engage with it?

22. When developing your approach, layer in tactics to increase shareability.
Why would someone share it?
Easter eggs: what references can we include?
Attention: how will we entice people?
Trends: can we build these in convincingly?
Timings: when should we launch? What else is happening?

23. Don’t let it stop there. Make sure engagement is front of mind for distribution too.
Why would someone share it?
Partnerships: who can we bring on board? Where are our audience?
Paid: how can we amplify our creative?
Influencers: who should we target and how do we reach them?
Owned & earned: how can we approach this creatively?

24. And it works...

27. 6.5m46k
So successful
all paid media
was turned off
after one week.
ViewsShares

28. Considerations for Engagement

29. Campaign Content
Supporter Journey
The nitty gritty.
Working with third parties.
Paid media & earned outreach.

30. ELLIE@DONTPANICLONDON.COM
x6 x5 x7 x7

31. The future of engagement:
developing audience-centred strategies
Sponsored by
25 April 2018
London
#CCaudience

32. Visit the CharityComms website to view
slides from past events, see what events
we have coming up and to check out
what else we do:
www.charitycomms.org.uk