#givingtuesday - lessons from the global day of giving
TRANSCRIPT
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LESSONS FROM THE GLOBAL
DAY OF GIVING
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ABOUT ME
SOCIAL MEDIA MANAGER AT CHARITIES AID FOUNDATIONRESPONSIBLE FOR SOCIAL MEDIA FOR #GIVINGTUESDAY
PREVIOUSLY AT COMIC RELIEF WORKING ON PARTNERSHIPSWITH BT SPORT, PREMIER LEAGUE AND PREMIERSHIP RUGBY
COMMERCIAL BACKGROUND IN DIGITAL, MANAGINGCAMPAIGNS FOR GHD, MTV, HILTON WORLDWIDE, RADLEY,MAXINUTRITION, HERTZ, MONEYSUPERMARKET.
FORMERLY 8TH HIGHEST RANKING GOTH IN THE WORLD ONVAMPIREFREAKS.COM
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ABOUT #GIVINGTUESDAY
INTERNATIONAL DAY OF GIVING, STARTED IN THEUSA – NOW IN 70 COUNTRIES
CHARITIES AID FOUNDATION BROUGHT IT TO THE UKTWO YEARS AGO
ANTIDOTE TO BLACK FRIDAY AND CYBER MONDAY
CAUSE AGNOSTIC AND NON-PRESCRIPTIVE
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ABOUT #GIVINGTUESDAY
1,400 ORGANISATIONS
OVER 300 MENTIONS IN THE PRESS
OVER 101,000 MENTIONS ON SOCIALMEDIA
NUMBER 1 TRENDING TOPIC IN THE UK
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ABOUT #GIVINGTUESDAY
OVER £6,000 A MINUTE DONATED ON VISA CARDS
46% INCREASE IN DONATIONS THROUGH JUSTGIVING
50% INCREASE IN DONATIONS THROUGH VIRGINMONEY GIVING
PAYPAL BREAK A WORLD RECORD FOR MOST MONEYDONATED ON ONE DAY, IN EXCESS OF $40 MILLION
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THIS IS NOT APITCH
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#GIVINGTUESDAYIS A
SHOP WINDOW
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WHAT WE'LL COVER
THE BEST TIMES TO POST ON SOCIAL MEDIA
HOW TO MAKE THE MOST OF CELEBRITY ENDORSEMENTS
ENCOURAGING, COLLECTING AND CURATING USER-GENERATED CONTENT
HOW TO THRIVE USING EARNED MEDIA
NEW WAYS OF THINKING ABOUT SOCIAL FOR NON-PROFITS:EFFORT VS RETURN
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NON-PROFITS ARESTARTING EARLIER
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NON-PROFITS ARESTARTING EARLIER
BETWEEN 2014 – 2015 WE SAW A DISTINCT SHIFT IN THETIMES CHARITIES WERE POSTING ON SOCIAL, WITH A MOVEEARLIER IN THE DAY.
CONVERSATION IN 2014 PEAKED (AND TRENDED) AROUND11AM, BUT IN 2015 THAT MOVED TO AROUND 8AM
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NON-PROFITS ARESTARTING EARLIER
... BUT THAT DOESN'T MEAN YOU HAVE TO.03
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HOW TO FIND BEST TIMESTO POST ON SOCIAL MEDIA
DOWNLOAD YOUR PAST THREE MONTHS POST-LEVEL DATAFROM FACEBOOK INSIGHTS AND TWITTER ANALYTICS
SORT BY HIGHEST IMPRESSIONS AT THE TOP
SPLIT THE DATE AND THE TIME FROM EACH OTHER USINGTHE TEXT-TO-COLUMN WIZARD
USE FORMULA TO ROUNDS UP TIME TO NEAREST HOUR ANDSET TO GMT (FACEBOOK CAN DEFAULT TO PST)
USE PIVOT TABLES TO COUNT SUM OF IMPRESSIONS VS TIME
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EFFORTVS RETURN
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NON-PROFITS STILLHAVEN’T CRACKED
CELEBS
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HOW TO GET THE BESTCONTENT FROM A CELEB
DO IT YOURSELF IF POSSIBLE
USE HDR AND BURST FEATURE TO CAPTURE NATURAL EMOTION
FIT SUBJECT TO MIDDLE-TOP LETTER BOX
USE TRACKING CODES / FURLS
VIDEO WILL ACHIEVE MORE IN ALGORITHMS
FILM LANDSCAPE
USE BOOMERANG TO CAPTURE 'MOVING STILLS'
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EFFORTVS RETURN
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NON-PROFITS NEED TO BECREATIVE TO
ENCOURAGE USERGENERATED CONTENT
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NON-PROFITS NEED TO BECREATIVE TO GENERATEUSER GENERATED CONTENT
IN PRODUCT BASED MARKETING ENCOURAGING UGCIS EASY
NON-PROFITS NEED TO CREATE SOMETHING THAT’SEASY FOR CONSUMERS TO INTERACT WITH
CHARITY STORIES ARE THE MOST POWERFUL BUTALSO THE MOST ELUSIVE
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HOW TO ENCOURAGE USERGENERATED CONTENT
UTILISE POPULAR HASHTAGS OR CALENDAR MOMENTS
INCENTIVISE, REWARD AND DISPLAY
ADD CTA TO YOUR REAL LIFE PRESENCE
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EFFORTVS RETURN
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NON-PROFITS CANWIN WITH EARNED
MEDIA
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THE MAJORITY OF THE HIGHEST REACH MENTIONS ONSOCIAL ON #GIVINGTUESDAY CAME FROM BUSINESSES ANDCORPORATES
ADOPTING AN EARNED MEDIA STRATEGY, AND APARTNERSHIPS MODEL, CAN PAY OFF
MOST CHARITIES STILL FOCUS ON OWNED MEDIA
06 NON-PROFITS CAN WINWITH EARNED MEDIA
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HOW TO CREATE ANEARNED MEDIA MAP
TRADITIONAL MEDIA ON DIGITAL: FOCUS ON PUBLICATIONSWITH LARGE SOCIAL REACH AND PROPENSITY TO TAGSUBJECT (INDY, HUFFPO)
CORPORATE PARTNER / SUPPLIER CHANNELS: SOCIAL,WEBSITES, ATL, CUSTOMER COMMUNICATIONS, PR / MEDIA
NEW CHANNELS: LARGE SOCIAL ONLY PUBLICATIONS (THELAD BIBLE, ETC), INFLUENCERS (MEDIEVAL REACTIONS, THEQUEEN UK, MPS, OPINION MAKERS, COMEDIANS), BLOGGERSINCLUDING VINE AND INSTAGRAM STARS, VLOGGERS.
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Local Media
National Media
Broadcast
Hyperlocal blogs
Local venues
Partner site
Partner social
Partner media
Customer comms
Partner ATL
Influencers
Social only publications
Bloggers
Vloggers
Government
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EFFORTVS RETURN
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AND IF ALL ELSEFAILS...
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THANK YOU
@MARTINLOVES@GIVINGTUESDAYUK@CAFONLINE