social media and supporter loyalty and retention · reaching these supporters on social media 9 •...
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Social media and supporter loyalty and retentionMAY 2016
WHY DO WE NEED
LOYAL SUPPORTERS?
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91% of online adults use social media regularly
80% of consumers say they are more likely to
try new things based on a suggestion by a friend
on social media
Source: https://zephoria.com/wp-content/uploads/2013/03/social-media-stats.png
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Why do we need loyal supporters?
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HOW CAN SOCIAL HELP
TOWARDS BRAND /
SUPPORTER LOYALTY?
Why should we bother? Is it worth it?
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Social is a free way to engage
and reach supporters
The smallest interaction can
mean a lot, and build advocacy
Allows us to interact
directly with supporters, in
real time
What could it look like for charities?
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“I asked about how I could fundraise, &
they tweeted me straight back ”
“I just love the way I can read stories about the people
they help – so inspiring.”
“I wasn’t sure about something I’d read about
them so I asked on Facebook and they got
back quickly, with a really helpful blog to
read about the issue.”
What does it look like for CRUK?
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Reaching these supporters on social media
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• Organic posts across your social channels, sharing content regularly, that is engaging
• Pay to reach the people you want to engage –and if you can, use your database to create a strong supporter journey
• Use influencers to spread the word for you –their support can give their fans a reason to support you and help drive loyalty for you
TOP 10 TIPS!
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1) Make your social presence useful for supporters
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ADD PICTURE
1. BE USEFUL TO SUPPORTERS
2) Respond and engage
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ADD PICTURE
2. RESPOND AND ENGAGE
3) Be transparent
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ADD PICTURE
3. BE
TRANSPARENT
4) Get to know your audience
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ADD PICTURE
4. GET TO KNOW
YOUR AUDIENCE
5) Show your personality
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ADD PICTURE
5. SHOW YOUR
PERSONALITY
6) Be a source of reliable (and interesting) information
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ADD PICTURE
6. BE A SOURCE OF RELIABLE INFORMATION
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7. USE BRAND ADVOCATES
8) React
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ADD PICTURE
8. BE, AND SHOW, YOU’RE REACTIVE
9) Use the social channels in the way supporters expect
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ADD PICTURE
9. CHANNEL-LED APPROACH
10) Commit to authenticity
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ADD PICTURE
10. COMMIT TO AUTHENTICITY
Round up…
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1. Be useful to supporters2. Respond and engage3. Be transparent4. Get to know your audience5. Show your personality 6. Be a source of reliable information7. Build your reputation8. Be, and show, you’re reactive9. Take a channel-led approach10. Commit to authenticity
• Supporter loyalty isn’t just about conversions – social is a great way to engage with supporters and encourage them to find out more about the wider work of your charity
• It’s not all about the big campaigns – day to day community management is really important to engage people on regular, daily
• Watch your responses – you may just be helping / advising one person but there’s always the potential that this will be seen by other potential supporters
• Rewarding loyalty – this is much more difficult as a charity as we’re not offering products, so content is so important to build that loyal fan base
Other considerations
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THANK YOU!
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