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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 JustGivingLynn SuttonNon Profit Lead – EMEA Facebook.com/business
Jonathan WaddinghamSocial & Labs Product Manager @JustGiving@jon_bedford
IoF National Convention July 2014
What we’ll cover
Facebook in the UK
Advertising and organic reach
JustGiving mobile stats
Optimising (mobile) sharing
Case studies
Q&A
Lynn SuttonNon Profit Lead – EMEA
• Facebook is growing!
• Newsfeed is becoming more competitive
• Relevancy is key
• 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
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
Smartphone usage in the UK
2011 2012 2013
30.2%
50.9%
62.2%
http://www.thinkwithgoogle.com/mobileplanet
Mobile and Tablet visits to JustGiving
Visits to JustGiving from mobile Facebook
Mobile Facebook has overtaken desktop Facebook
Ok, so why does that matter?
How would you sum up your campaign in a Facebook post?
Think about the content that people shareTitle: needs to
be eye catching and
include a strong call to
actionDescription: needs to add
context, emotion and
urgency
URL: adds trust
Use good images
Do the same for Twitter
Include a call to action
Mention your account or relevant hashtag
Use Twitter cards to pull more information into
More calls to action and context
Add tracking codes to your URLs
Tweets are 140 character stories
Twitter cards pull more content onto Twitter
You can make tweets much more interesting
More clicks = win!
Add suggested accounts post tweet
https://about.twitter.com/resources/buttons#tweet
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
Obsess about content
Why should people care?
What imagery do you have?
What’s the call to action?
Our mobile journey
Jan 2011 July 2012 October 2012
The impact of mobile optimisation
Mobile social sharing
Mobile users share more
“People want to give where they are”
Slacktivism is a myth
Slacktivism is a myth (especially on mobile)
Mobile campaign successes
#nomakeupselfie
Mobile first
(charity second)
SMS donations
Shareable
#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
Stephen Sutton
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
Stats behind the campaign
www.justgiving.com/Stephen-Sutton-TCT
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
Mobile usage will only increase
Mobile users share more
Mobile is social,social is mobile
Thanks!
Lynn Suttonfacebook.com/business
Jonathan Waddingham@jon_bedfordblog.justgiving.com
