CharityComms_SocialMediaConference 2012 - Getting heard in an ever louder world - Charlotte Beckett

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  • 3.5 billion pieces of content are shared on Facebook each week 60 hours of video are uploaded every minute 500 years of YouTube video are watched every day on Facebook, Over 700 YouTube videos are shared on Twitter each minute 100 million people take a social action on YouTube (likes, shares, comments, etc) every week 25% of search results for the World’s Top 20 largest brands are links to user-generate content 34% of bloggers post opinions about products & brands 90% of consumers trust peer recommendations, 70% from strangers, 14% trust advertisements 56% say they are more likely to recommend a brand after becoming a fan 3% of people return to a page after they've "liked"
  • Aims: To end fish discards & get a market for all fish To get 200,000 petition signatures & prompt an EDM Channel 4 & Hugh FW partnership: Campaign hub, shareable assets (film clips, quiz, badges, widgets, FB, Twitter etc), TV documentary Support from NGOs & celebs First month: 750,000 site visits 40,000 Twitter followers 20,000 Facebook likes 4,500 registered to be part of the "Mackerel Mission ” 6 40,000 petition signatories Campaign mentioned in PMQs Sales of sustainable fish went up Tesco switched to pole caught tuna
  • 3.8 million social interactions during the live show Up 300% from 2011
  • We targeted: Female "young fun lovers" - 25 - 35 years: original demographic highl ighted by client research/insight Female, under 45, married less than a year or engagedMothers of 13 - 19 year olds (the age of the kids dropped for phase 3)Fathers of 13 - 19 year olds (as above)
  • Infographic views - 1,609” Traditional" press release views - 719 SM press release views - 2,288 Full report downloads - 489 Email MP sign ups - 357 Petition signatories - 7,704 - 37% via FB ads 63% via key influencer engagement
  • CharityComms_SocialMediaConference 2012 - Getting heard in an ever louder world - Charlotte Beckett

    1. 1. Getting heard in an ever louder world.Charity Comms Social Media Conference21st March 2012
    2. 2. HelloCharlotte Beckett, Head of Digital, The Good AgencyCharlotte.beckett@thegoodagency.co.uk@londoncharlotte@thegoodagency#goodsocial
    3. 3. Just how noisy is it out there?
    4. 4. The noisiest of them all
    5. 5. As with all good conversations …
    6. 6. Who are we listening to?What do we trust?• Trust in traditional media is up 10%• In online sources (all channels) is up 18%• In social media is up 75%Who do we trust?• An academic or expert - 68% (down 2%)• A person like ourselves - 65% (up 12% from last year)• A regular employee - 50% (up 16%)• An NGO representative - 50% (up 3%)• A government official - 29% (down 14%)
    7. 7. Collaborating
    8. 8. Be a chorus
    9. 9. 2,205 comments - what did VW say?
    10. 10. And keep talking
    11. 11. Tell stories by all means
    12. 12. But it doesn’t stop there …
    13. 13. Making an event of it
    14. 14. • Red carpet interviewers sourced questions over Twitter• Exclusive backstage filmed content• Two live bloggers at the event• Livestreaming on oscar.com• Real time mobile updates• 3.8 million social interactions during the live show• Up 300% from 2011
    15. 15. Adapt & learn
    16. 16. Your audience may not be who you think
    17. 17. Not just doing social, being social
    18. 18. Being heard is about …• listening• putting people before platforms• matching stories to mediums• being simple & clear• being yourself• speaking as a chorus• targeting the right people• integration• making an event of it• making, measuring, learning
    19. 19. It’s about turning supporters into team mates
    20. 20. It’s all in the mix
    21. 21. Let’s get social• Over to you …

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