Digital Strategies York Region Workshop: Part Two

Part Two: Social & Mobile Goodness!

What’s industry up to?

84% of social media use is geared towards improving customer service. But …

Engaging customers with social media equals a 15-30% sales increase?

“Facebook is far and away the king”

"In the last 12 months, how have you supported a charity or cause?"

Facebook is a player

14% of traffic to fundraising & donation pages comes directly from Facebook.

“Facebook is far and away the king”

• 14% browsed Facebook on a tablet • 41% browsed Facebook on a smartphone

"In the last 12 months, how have you supported a charity or cause?"

Crowdsourcing Crowdfunding Campaigns (Peer-to-Peer)

Social Proof!

Commenting Policy

• Acceptable language • UGC usage • Moderation/Monitoring policy

Different guidelines for different networks.

SocialMediaGovernance.com

How we will moderate you!

Clearly stated & accessible

Supporter response to organization

Charity posts call to action on social media

Charity asks supporters to share call to actions on

social media

Supporter response to friends or family

members

VS.

Quotes & sayings!

User generated content

Questions!

#Hashtags work across platforms!

Instagram

Facebook

Pinterest beat YouTube, Reddit, Google+, LinkedIn & Myspace combined for

referral traffic.

2 million use its Facebook App daily.

Fastest-growing social network in the last 12

months

Better at converting to purchases?

Statigr.am: Instagram tool

Creating apps that are integrated with your campaign!

Corporate Partnerships

Twitter engagement techniques

• Search by hashtag

• Set up alerts for event “keywords”

• Make a Twitter list of influences in the event

• Make sure Twitter content is included in offline collateral.

Social Toolkits!

Social fundraising toolkits

Social login is exploding!

Avoid multiple usernames & passwords

Community Options

77% of social media users prefer social login

to traditional registration.

So apparently, 75% of us …

What’s wrong with 25% of you … ?

Let’s talk MOBILE ….

18-22% of traffic is from

mobile devices…

350% increase in

under 2 years...

Where fundraising trends are headed ...

27% increase in mobile websites

24% decrease in text-to-donate

programs

Two things drive mobile traffic to charity pages

Rapid adoption of smartphones & tablets!

What we’re doing on smartphones & tablets...

(40% of our internet time!)

Email drives mobile traffic

1 in 4 hits to a website comes from a mobile device!

“If it’s social, it must be mobile.”

Mobile Members – Usage Hours

Mobile visits to donation pages rise to a peak in the evenings.

Mobile donation traffic

TREND: Mobile vs Responsive

Mobile web

The rise of responsive design

Responsive design

GiveConfidently.ca

Responsive design

Msf.org.uk

“Mobile First”

Why collect SMS numbers in your database?

Text WARHOL to 69866 to subscribe!

Epic Mobile Messaging

1 in 5 visitors to a mobile-optimized small business site make an immediate call to that business.

Mobile payment expansion!

Canadian friendly options!

Your New Offsite Toolkits

Google GoMo

Social advertising!

Search vs. Display

Promote posts or try Facebook ads!

Facebook ads & testimonials

“Our research shows people are 68% more likely to purchase something when they

see the name of someone they know associated with it.”

Rosa Birch, Facebook policy team

Sponsored Ads & Stories

Cost per Click CPC

vs

Cost per thousand impression CPM

Bidding on the same audience

193 new

participants

ROI: 3.2 $55

29 new

participants

ROI: 10 $177

Target online supporters even better!

Social Content Curation!

Dashboard programs: Hootsuite

SproutSocial

Scheduled social reports

Use mobile optimized platforms