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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!
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
