3) Slacktivism: monster or myth? - ‘Emerging Digital Trends & Opportunities for Charities’
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From the ALS Ice Bucket Challenge to Stephen's Sutton's $7 million individual fundraiser, social giving – often referred to as ‘slacktivism’ – is on the rise. In this session, Jonathan will be discussing what charities can do to turn ‘likes’ into donations, increase the distribution and click-through rate of the stories published about their cause, and better cater to the needs of mobile supporters.
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Similar a 3) Slacktivism: monster or myth? - ‘Emerging Digital Trends & Opportunities for Charities’
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3) Slacktivism: monster or myth? - ‘Emerging Digital Trends & Opportunities for Charities’
- 1. #socgiving Jonathan Waddingham - @jon_bedford Social Product Manager @JustGiving
- 2. #socgiving Jonathan Waddingham - @jon_bedford Social Product Manager @JustGiving
- 4. “Slacktivists” are more likely to give #socgiving @jon_bedford
- 6. Mobile users are even less “slacktivist” #socgiving @jon_bedford
- 8. What’s the value of a Facebook share? On average, £5!
- 9. Growth hacks for Twitter & Facebook sharing #socgiving @jon_bedford
- 10. Make what gets shared as interesting as possible #socgiving @jon_bedford
- 11. Title: needs to be eye catching and include a strong call to action #socgiving @jon_bedford
- 12. Description: needs to add context, emotion and urgency #socgiving @jon_bedford
- 13. URL: adds trust #socgiving @jon_bedford
- 14. Use good images #socgiving @jon_bedford
- 15. A custom story helps this even more #socgiving @jon_bedford
- 16. Custom story makes the content more interesting https://developers.facebook.com/docs/opengraph
- 17. Ensure tweets are 140 character stories #socgiving @jon_bedford
- 18. Include a call to action Mention your account or relevant hashtag Ask for Retweets
- 19. Use Twitter cards to pull more information into Twitter More calls to action and context Add tracking codes to your URLs
- 20. No extra info Expanded content
- 22. Try a donate CTA card
- 24. Pre-populated tweets doubled click through rate (CTR) Twitter card integration increased CTR by >50% Facebook shares have higher CTR than likes Custom Stories have double CTR of likes or shares #socgiving @jon_bedford
- 26. How do you get more shares? #socgiving @jon_bedford
- 27. A little A/B test… #socgiving @jon_bedford
- 28. 3 assumptions around sharing to look good to your friends to help raise more money to get more friends involved #socgiving @jon_bedford
- 29. 5 copy variations # 1: You’re an amazing person. Share your donation. # 2: Want to get more people involved? Share your donation. # 3: Share your donation to raise even more for this cause. # 4: Help your friend raise even more money by sharing their page… # 5: Think your friends might care about this too? #socgiving @jon_bedford
- 30. The winner: “raise more money” 28% increase in sharing (36% on mobile) #socgiving @jon_bedford
- 31. But wait, there’s more… #socgiving @jon_bedford
- 32. Do bigger buttons = more clicks? #socgiving @jon_bedford
- 34. …Or huge buttons? #socgiving @jon_bedford
- 35. Bigger buttons = more clicks #socgiving @jon_bedford Tripled sharing to Facebook Doubled sharing to Twitter
- 36. Winning data/data winning #socgiving @jon_bedford £1 million more raised in 3 months
- 37. Takeaways #socgiving @jon_bedford # 1: in the right context, social is awesome for fundraising # 2 “slacktivism” does actually have an impact # 3: Think about the content people share # 4: Test ways to encourage sharing
- 38. Jonathan Waddingham - @jon_bedford Social Product Manager @JustGiving Download the white paper at bit.ly/Slackt1vsm #socgiving
Notas del editor
- Why do we need a focus on this? Close the gap on potential vs opportunity How Themes
- Why do we need a focus on this? Close the gap on potential vs opportunity How Themes
- 1 in 10 Brits have donated to charity because of #icebucketchallenge, according to a poll by CAF
- Sponsors: Facebook shares: 29,984 Tweets: 6,951 Page owners Facebook shares: 11,871 Tweets: 2,586 £7.16 per FB share Total Facebook: 41855 Total Twitter: 9573
- Variation 1: You're an amazing person. Share your donation. Variation 2: Want to get more people involved? Share your donation. Variation 3: Share your donation to raise even more for this cause. Variation 4: Help your friend raise even more money by sharing their page... Variation 5: Think your friends might care about this too?
- Variation 1: You're an amazing person. Share your donation. Variation 2: Want to get more people involved? Share your donation. Variation 3: Share your donation to raise even more for this cause. Variation 4: Help your friend raise even more money by sharing their page... Variation 5: Think your friends might care about this too?
- Why do we need a focus on this? Close the gap on potential vs opportunity How Themes