More Related Content
What's hot (9)
Similar to Facebook and instagram for social good adrian o_flynn (20)
Recently uploaded (20)
Facebook and instagram for social good adrian o_flynn
- 1. Changing Your Content For The Mobile World Adrian OFlynn Facebook & Instagram for Social Good - London By Adrian OFlynn
- 2. (Explanatory slide) Facebook and Instagram held an event in London to help UK charities use their platforms for social good in October 2014. I was invited by Facebook to speak about Concern Worldwides successful Facebook content strategy.
- 3. Content associated with Concern?
- 4. Once a upon a time.... And everybody was happy!
- 9. The ads didnt break, reach did.
- 10. For Concern that has real consequences
- 11. We changed our approach to Facebook to try and solve this problem.
- 15. We were doing little or no social good.
- 16. Niall @Concern said It doesnt work to apply what worked in other channels.
- 17. Experimented with what people Liked
- 18. Show impact, a smile and thank YOU.
- 19. The results were undeniable.
- 20. When promoting a 界温馨沿温庄乙稼
- 21. Or an event
- 22. Or just post 沿鞄看岳看壊
- 23. Then Achoyo reached 98,089 people. Including my housemate.
- 24. Engagement increased 1809% in 1 year. Q4 2011. 18 posts = 748 total engagements Q4 2012. 18 posts = 14,760 total engagements 16000 14000 12000 10000 8000 6000 4000 2000 0 Q4 2011 Q4 2012
- 25. The miracle of compound interest
- 26. The Philippines typhoon got people talking. And then texting.
- 27. We were telling storieswith happy endings.
- 29. Story definition: A character wants something and has to overcome adversity to get it.
- 30. We used to just show adversity
- 31. Character. Adversity. Got it!
- 32. Then we started posting less
- 33. It didnt fix our recruitment problem. But we were getting reach.
- 34. What you really need to do? Experiment with your brands message to find what fits a new channel. Then give that channel time to grow. Invest in building an audience.
- 35. Applied the same approach to email.
- 36. Open rates went from 11.5% to 16%
- 37. A/B test: regular givers gave 6% more.
- 38. Found this video campaign which raised $1.6m online.
- 39. Tell the story of Nurse Mary K. Cole
- 40. Saving lives in this placefor the last 18 years
- 41. A story we play a role in.
- 42. YOU can create the happy ending #send1brick
- 43. Selfie VRS High-production video
- 44. Plan and test your content
- 45. And you can use Facebook for social good.
- 46. Takeaways Experiment with Facebook and Twitter to find what part of your message fits the conversation. Provide value to build an audience. Show them the happy ending of a story (Buy Story by Robert McKee.) Set targets per post to ensure consistency. Say NO to fundraisers Brand & CTAs.
- 47. P.S. This dynamic sector is in a constant state of flux, and those who want to keep apace need to ensure that they stay up to speed. Digital Conference Promo, 2014
- 48. 100+ online marketing 壊岳温韓韓
- 49. Marketing is the science and art of exploring, creating and delivering value to satisfy the needs of target market at a profit. Phillip Kotler, 1967.
- 50. Thanks