Social media and supporter loyalty and retention · Reaching these supporters on social media 9 • Organic posts across your social channels, sharing content regularly, that is engaging

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!