Anthony Leung, Social Media Manager at Just Eat
Just Eat base their social strategy on engagement. Reach and audience size arise out of this. Anthony advises against doing things the other way round: focusing on growing follower numbers can be self-defeating as you under-invest in engagement and lose followers in the long-run.
So how do you ensure engagement? Having a clear tone of voice is crucial, so that you avoid being plain and uninteresting.
Brands invest heavily in a tone of voice, and then lose it on social because they're playing too safe #nfptweetup @meanwritehook
— Kate Brennan-Rhodes (@kate_brennan) September 17, 2015
Questions to ask to discover who your brand is on social media from @meanwritehook #nfptweetup pic.twitter.com/xfz2OXPgg9
— Adrian Salmon (@adriansalmon) September 17, 2015
Don’t ask ‘What content is right?’ Instead, ask ‘How does my brand behave?’
Imagine your brand as a person, and ask:
- What makes them excited, frustrated?
- How does this person speak – funny authoritative?
- How does this person react to subjects that matter to your brand?
- How does this person handle a bad situation?
Decide what behaviour you want to be known for, and encourage this behaviour in your supporters too.
Bringing marketing and customer/supporter care teams closer together allows you to harness the strengths of both. They’ll be responsive and on-brand, and you’ll all increase your understanding of your audiences.
Alex Goldstein – Senior Social Media Manager at TMW
Alex found that the corporate sector has more visible silos, whereas the often under-resourced charity sector tends to require individuals to take on a wider range of tasks. This can be empowering, and help charity sector workers get things done faster, but it can mean that they don’t always have the required expert support. And having to hold all those disciplines in your mind at once can cause confusion.
#nfptweetup fascinating insight from @mokuska – don't forget the silos in your brain – in charities we fit several job roles into one
— Mandy Johnson (she/her) (@MsMandyJ) September 17, 2015
Broadly speaking, Alex has found that the corporate sector has more money, and is more courageous with risk. The charity sector has better stories and passion.
Where is the crossover? #nfptweetup pic.twitter.com/oVSs1qKahn
— Rachel Beer (@rachelbeer) September 17, 2015
Endangered Emoji – Adrian Cockle, Digital Innovation Manager at WWF International
The campaign was based on the insight that many of the species included in the emoji range are endangered. So why not highlight #NFPtweetup
— NFPtweetup (@NFPtweetup) September 17, 2015
WWF wouldn’t say how much money the campaign raised, but the primary objective was awareness not fundraising.
I do love this campaign. Tweeting emojis is fun and people did it lots. But we're all waiting to hear if it raised 💰, right? #NFPtweetup
— Joe Freeman (@JosephFreeman) September 17, 2015
It's interesting that 'raising brand awareness' is still a key aim for someone so recognised and loved as WWF #NFPtweetup
— Joe Freeman (@JosephFreeman) September 17, 2015
Guess that's the whole 'reaching younger audience' thing and ensuring that recognition is maintained #NFPtweetup
— Joe Freeman (@JosephFreeman) September 17, 2015
Adrian summarised some observations on what makes for effective social sharing material:
To be effectively shareable on social media, a campaign/action should follow the NUDES approach:
- Networked. e.g. social nomination mechanic.
- Unexpected.
- Dumb. Be easy to understand.
- Exhibited. Involve a shareable behavior. Make it aspirational.
- Stories. Enable or include stories?
This innovation was something new and untested. Charities tend to want to minimise risk by following the successful actions of other organisations.
But that aversion to risk holds charities back from innovating.
#charities need to stop asking "who else has done it?" & just GO for it to avoid missed opportunities #nfptweetup
— Social Misfits Media (@MisfitsMedia) September 17, 2015
WWF encountered problems while innovating…
Measuring emoji use was a challenge, as no-none of the monitoring systems were capable of this at the time #nfptweetup
— Martin Lugton (@martinlugton) September 17, 2015
… but were able to overcome these because of pro bono support. Had the additional unanticipated costs of innovation not been borne by a third party, how different would this case study have been?