IOF PR & Communications In Fundraising Conference

14th September 2012

Social media for social good – how integrated communications can change the world

Hello

Charlotte Beckett, Head of Digital, The Good Agency

Charlotte.beckett@thegoodagency.co.uk

@londoncharlotte

@thegoodagency

We get our news from everywhere

• TV viewing is up, but we don’t just watch it on TV

• 68% of people use smart phones while watching TV

• 75% of journalists use "reliable" social media platforms to source stories 44% use known blogs as news sources, 22% unknown

• 82% of journalists say their title has a Twitter account, 76% a Facebook page

• 80% of broadband users have visited a blog or forum

• Google Search, Facebook & YouTube are the UK’s most popular sites

We love to share news

Number of stories from selected news sites shared on Facebook and Twitter, March 2012

The power of the people

• 25% of search results for the World’s Top 20 largest brands are links to user-generate content

• 34% of bloggers post opinions about products & brands

• 90% of consumers trust peer recommendations, 70% from strangers, 14% trust advertisements

• 56% of consumers say they are more likely to recommend a brand after becoming a fan

• Trust in traditional media is up 10%, in online sources (all channels) is up 18%, in social media is up 75%

Who do we trust?

It’s all in the mix

Who are the influencers ?

• Advocates who will speak on your behalf, brand evangelists, people who can change thoughts & behaviours

• Influencers need credibility, high bandwidth, content & timing relevance, channel alignment, confidence/trust

• It’s not the number they can reach but the speed they can reach them

We need to keep the conversation evolving and moving so the message can pass from influencer to influencer

Where could your influencers be?

• Blogs, forums and communities

• “Traditional” media (online and off)

• Real world communities

• Your social networks

• Your staff, trustees’, partners’ and ambassadors’ networks

• Your supporters’ and donors’ networks

Why would they spread the word?

• Altruism

• Reputation

• Empathy

• Connectedness

• Evangelism

• The common denominator: relationship building

The rise of the super donor

Understanding your supporters

Give data some love

• Look at yours: Google Analytics, your CRM, email results, offline results …

• Look at theirs: industry research - sector specific (NFP Synergy, Blackbaud …), digital specific (econsultancy, mobileplanet.com, Nielsen …), media data (direct or via an agency, social data (SocialMention, Radian6 …)

• Look at specialists: agency researchers & planners, niche tools (TGI, Acorn)

Measurement should be

• Accessible - Google Analytics, data from online media, data from social media (e.g. Facebook Insights), data from free tools (SocialMention, Addictomatic) or paid (Radian6, Scoutlabs)

• Actionable - useful data that we can turn into clear insight then in turn into actions.

• Auditable - we need to make sure what we measure sits with our broader organisational objectives

Integration – international style

• Real time social media story telling from the field

• Experiential/PR launch in Westfield

• Media partnership with 30 UK commercial radio stations

• Celeb support

• On/offline communications with warm supporters

• Ongoing social media & blogger outreach

• £1.2 million target reached in 5 weeks, £1.8 million in total

Telling stories by all means

But it doesn’t stop there …

Adapt & learn

Your audience may not be who you think

Make good things happen by …

• listening

• putting people before platforms

• matching stories to mediums

• being simple & clear, being yourself

• integrating your channels

• having a content plan

• making, measuring, learning, and fast

• having a real world impact