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The science of social: how to be relevant to a sceptical audience | The future of engagement conference | 25 April 2018

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Ellie Moore, senior engagement strategist, Don't Panic

Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

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The science of social: how to be relevant to a sceptical audience | The future of engagement conference | 25 April 2018

  1. 1. The Science of Social
  2. 2. We are content creators who became an agency.
  3. 3. We’ve come a long way since those days. Yet our approach remains the same…
  4. 4. Ads less ady. We make content people want to engage with.
  5. 5. Changing our way of working to fit with a non-linear user journey.
  6. 6. Engagement PR Paid Creative
  7. 7. And so we have… Engagement Strategy.
  8. 8. Laws of Social Attraction
  9. 9. Social Creatures
  10. 10. Collective Self-Esteem
  11. 11. They Don’t Want to Watch.
  12. 12. Being Relevant
  13. 13. Find the Connection
  14. 14. Create Understanding
  15. 15. Fast Track to Memory
  16. 16. How it works
  17. 17. Engagement Strategy
  18. 18. Rigorously assess your comms against a “reasons-to-share” checklist. Why would someone share it? Emotion: how does it make us feel? Zeitgeist: how is it relevant now? Originality: how is it different to an ‘ad’? Value exchange: does it reward people who engage with it?
  19. 19. When developing your approach, layer in tactics to increase shareability. Why would someone share it? Easter eggs: what references can we include? Attention: how will we entice people? Trends: can we build these in convincingly? Timings: when should we launch? What else is happening?
  20. 20. Don’t let it stop there. Make sure engagement is front of mind for distribution too. Why would someone share it? Partnerships: who can we bring on board? Where are our audience? Paid: how can we amplify our creative? Influencers: who should we target and how do we reach them? Owned & earned: how can we approach this creatively?
  21. 21. And it works...
  22. 22. 6.5m46k So successful all paid media was turned off after one week. ViewsShares
  23. 23. Considerations for Engagement
  24. 24. Campaign Content Supporter Journey The nitty gritty. Working with third parties. Paid media & earned outreach.
  25. 25. ELLIE@DONTPANICLONDON.COM x6 x5 x7 x7
  26. 26. The future of engagement: developing audience-centred strategies Sponsored by 25 April 2018 London #CCaudience
  27. 27. Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

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