Jon Ware, digital content lead, Anthony Nolan 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

1. Jon
Digital Content Lead
Anthony Nolan
@waretheressmoke
Facebook content:
A story in 6 7 acts

3. Act 1: The Call To Adventure

8. The results
(2015)
213,000
engagements
429 engagements
per post
25,000,000
impressions
82,633 link
clicks

9. Act 2: The Heroes Set Out

11. Can
We
Just
Do
A
Quick
Facebook
Post?

12. Help, This Project
Isn’t Great
And I Have Zero
Marketing Budget
But I’m Under
Pressure To Get Results
And Social Media Is Free,
Right?

13. I Have
An External Contact
Who’s Asked
If We Can Give Them
Some Recognition
On Social Media;
A Lot Is Riding On This
So I Said Yes.

14. This Project
Is Really Important
To My Team
So I Don’t See
Why Thousands
Of Facebook Followers
Won’t Feel
The Same Way.

15. You’re
Kind Of
Scary
But
I Really
Need
Your
Help.

18. The root of our woes.
Storytelling
content
JQ
content
Comms
team
…every other
team, really
Digital
team

21. The dream.
Storytelling
content
JQ
content
Comms
team
…every other
team, really
Digital
team

25. Act 3: The Heroes Are Helped
By A Wise Guide

29. We need to treat our
followers as a
community to be
served, not a resource
to be tapped.

30. Our social media
needs to provide a
compelling case for
support.
Daily.

31. …but the content also
needs to be varied,
engaging and fresh.
Daily.

33. Act 4: The Heroes Plan Their Attack

44. Act 5: Seeking Allies

51. Act 6: Victory (…or is it?)

53. The results
(2015)
Good – but not great.
213,000
engagements
429
engagements per
post
25,000,000
impressions
82,633 link
clicks

54. The results
(2016)
632,000
engagements
1,414
engagements per
post
65,800,000
impressions
195,991 link
clicks
- Our engagement tripled
- 110,000 more clickthroughs (900,000
pageviews from Facebook overall)
- Our growth rate doubled (we now have
over 81,000 Facebook fans)
- 27,000 registrations (compared to 12,000
in 2015)

56. Act 7: ‘…oh, ****, what now?’

64. The End (not really)

65. 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

66. South West Networking Group
9 June 2017
Bristol
#ccsouthwest
Refining your
Facebook strategy