LESSONS FROM THE GLOBAL

DAY OF GIVING

ABOUT ME

SOCIAL MEDIA MANAGER AT CHARITIES AID FOUNDATIONRESPONSIBLE FOR SOCIAL MEDIA FOR #GIVINGTUESDAY

PREVIOUSLY AT COMIC RELIEF WORKING ON PARTNERSHIPSWITH BT SPORT, PREMIER LEAGUE AND PREMIERSHIP RUGBY

COMMERCIAL BACKGROUND IN DIGITAL, MANAGINGCAMPAIGNS FOR GHD, MTV, HILTON WORLDWIDE, RADLEY,MAXINUTRITION, HERTZ, MONEYSUPERMARKET.

FORMERLY 8TH HIGHEST RANKING GOTH IN THE WORLD ONVAMPIREFREAKS.COM

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ABOUT #GIVINGTUESDAY

INTERNATIONAL DAY OF GIVING, STARTED IN THEUSA – NOW IN 70 COUNTRIES

CHARITIES AID FOUNDATION BROUGHT IT TO THE UKTWO YEARS AGO

ANTIDOTE TO BLACK FRIDAY AND CYBER MONDAY

CAUSE AGNOSTIC AND NON-PRESCRIPTIVE

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ABOUT #GIVINGTUESDAY

1,400 ORGANISATIONS

OVER 300 MENTIONS IN THE PRESS

OVER 101,000 MENTIONS ON SOCIALMEDIA

NUMBER 1 TRENDING TOPIC IN THE UK

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ABOUT #GIVINGTUESDAY

OVER £6,000 A MINUTE DONATED ON VISA CARDS

46% INCREASE IN DONATIONS THROUGH JUSTGIVING

50% INCREASE IN DONATIONS THROUGH VIRGINMONEY GIVING

PAYPAL BREAK A WORLD RECORD FOR MOST MONEYDONATED ON ONE DAY, IN EXCESS OF $40 MILLION

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THIS IS NOT APITCH

#GIVINGTUESDAYIS A

SHOP WINDOW

WHAT WE'LL COVER

THE BEST TIMES TO POST ON SOCIAL MEDIA

HOW TO MAKE THE MOST OF CELEBRITY ENDORSEMENTS

ENCOURAGING, COLLECTING AND CURATING USER-GENERATED CONTENT

HOW TO THRIVE USING EARNED MEDIA

NEW WAYS OF THINKING ABOUT SOCIAL FOR NON-PROFITS:EFFORT VS RETURN

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NON-PROFITS ARESTARTING EARLIER

NON-PROFITS ARESTARTING EARLIER

BETWEEN 2014 – 2015 WE SAW A DISTINCT SHIFT IN THETIMES CHARITIES WERE POSTING ON SOCIAL, WITH A MOVEEARLIER IN THE DAY.

CONVERSATION IN 2014 PEAKED (AND TRENDED) AROUND11AM, BUT IN 2015 THAT MOVED TO AROUND 8AM

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NON-PROFITS ARESTARTING EARLIER

... BUT THAT DOESN'T MEAN YOU HAVE TO.03

HOW TO FIND BEST TIMESTO POST ON SOCIAL MEDIA

DOWNLOAD YOUR PAST THREE MONTHS POST-LEVEL DATAFROM FACEBOOK INSIGHTS AND TWITTER ANALYTICS

SORT BY HIGHEST IMPRESSIONS AT THE TOP

SPLIT THE DATE AND THE TIME FROM EACH OTHER USINGTHE TEXT-TO-COLUMN WIZARD

USE FORMULA TO ROUNDS UP TIME TO NEAREST HOUR ANDSET TO GMT (FACEBOOK CAN DEFAULT TO PST)

USE PIVOT TABLES TO COUNT SUM OF IMPRESSIONS VS TIME

EFFORTVS RETURN

NON-PROFITS STILLHAVEN’T CRACKED

CELEBS

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HOW TO GET THE BESTCONTENT FROM A CELEB

DO IT YOURSELF IF POSSIBLE

USE HDR AND BURST FEATURE TO CAPTURE NATURAL EMOTION

FIT SUBJECT TO MIDDLE-TOP LETTER BOX

USE TRACKING CODES / FURLS

VIDEO WILL ACHIEVE MORE IN ALGORITHMS

FILM LANDSCAPE

USE BOOMERANG TO CAPTURE 'MOVING STILLS'

EFFORTVS RETURN

NON-PROFITS NEED TO BECREATIVE TO

ENCOURAGE USERGENERATED CONTENT

NON-PROFITS NEED TO BECREATIVE TO GENERATEUSER GENERATED CONTENT

IN PRODUCT BASED MARKETING ENCOURAGING UGCIS EASY

NON-PROFITS NEED TO CREATE SOMETHING THAT’SEASY FOR CONSUMERS TO INTERACT WITH

CHARITY STORIES ARE THE MOST POWERFUL BUTALSO THE MOST ELUSIVE

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HOW TO ENCOURAGE USERGENERATED CONTENT

UTILISE POPULAR HASHTAGS OR CALENDAR MOMENTS

INCENTIVISE, REWARD AND DISPLAY

ADD CTA TO YOUR REAL LIFE PRESENCE

EFFORTVS RETURN

NON-PROFITS CANWIN WITH EARNED

MEDIA

THE MAJORITY OF THE HIGHEST REACH MENTIONS ONSOCIAL ON #GIVINGTUESDAY CAME FROM BUSINESSES ANDCORPORATES

ADOPTING AN EARNED MEDIA STRATEGY, AND APARTNERSHIPS MODEL, CAN PAY OFF

MOST CHARITIES STILL FOCUS ON OWNED MEDIA

06 NON-PROFITS CAN WINWITH EARNED MEDIA

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HOW TO CREATE ANEARNED MEDIA MAP

TRADITIONAL MEDIA ON DIGITAL: FOCUS ON PUBLICATIONSWITH LARGE SOCIAL REACH AND PROPENSITY TO TAGSUBJECT (INDY, HUFFPO)

CORPORATE PARTNER / SUPPLIER CHANNELS: SOCIAL,WEBSITES, ATL, CUSTOMER COMMUNICATIONS, PR / MEDIA

NEW CHANNELS: LARGE SOCIAL ONLY PUBLICATIONS (THELAD BIBLE, ETC), INFLUENCERS (MEDIEVAL REACTIONS, THEQUEEN UK, MPS, OPINION MAKERS, COMEDIANS), BLOGGERSINCLUDING VINE AND INSTAGRAM STARS, VLOGGERS.

Local Media

National Media

Broadcast

Hyperlocal blogs

Local venues

Partner site

Partner social

Partner media

Customer comms

Partner ATL

Influencers

Social only publications

Bloggers

Vloggers

Government

EFFORTVS RETURN

AND IF ALL ELSEFAILS...

THANK YOU

@MARTINLOVES@GIVINGTUESDAYUK@CAFONLINE