#socgiving
Jonathan Waddingham - @jon_bedford
Social Product Manager @JustGiving
#socgiving
Jonathan Waddingham - @jon_bedford
Social Product Manager @JustGiving
Brrrrrrrrrrr!
Credit: @benrmatthews
“Slacktivists” are more likely to give
#socgiving @jon_bedford
#socgiving @jon_bedford
Mobile users are even less
“slacktivist”
#socgiving @jon_bedford
#socgiving @jon_bedford
What’s the value of a Facebook
share?
On average, £5!
Growth hacks for Twitter & Facebook
sharing
#socgiving @jon_bedford
Make what gets shared as interesting as possible
#socgiving @jon_bedford
Title: needs to be eye catching
and include a strong call to
action
#socgiving @jon_bedford
Description: needs to add
context, emotion and
urgency
#socgiving @jon_bedford
URL: adds trust
#socgiving @jon_bedford
Use good images
#socgiving @jon_bedford
A custom story helps this even more
#socgiving @jon_bedford
Custom story makes the content more interesting
https://developers.facebook.com/docs/opengraph
Ensure tweets are 140 character stories
#socgiving @jon_bedford
Include a call to action
Mention your account or relevant hashtag
Ask for Retweets
Use Twitter cards to pull more information
into Twitter
More calls to action and context
Add tracking codes to your URLs
No extra info
Expanded content
Twitter cards
https://dev.twitter.com/docs/cards
Try a donate CTA card
Why bother?
#socgiving @jon_bedford
Pre-populated tweets doubled click through rate (CTR)
Twitter card integration increased CTR by >50%
Facebook shares have higher CTR than likes
Custom Stories have double CTR of likes or shares
#socgiving @jon_bedford
#socgiving @jon_bedford
How do you get more shares?
#socgiving @jon_bedford
A little A/B test…
#socgiving @jon_bedford
3 assumptions around sharing
to look good to your friends
to help raise more money
to get more friends involved
#socgiving @jon_bedford
5 copy variations
# 1: You’re an amazing person. Share your donation.
# 2: Want to get more people involved? Share your donation.
# 3: Share your donation to raise even more for this cause.
# 4: Help your friend raise even more money by sharing their page…
# 5: Think your friends might care about this too?
#socgiving @jon_bedford
The winner: “raise more money”
28% increase in sharing
(36% on mobile)
#socgiving @jon_bedford
But wait, there’s more…
#socgiving @jon_bedford
Do bigger buttons = more clicks?
#socgiving @jon_bedford
Big buttons…
#socgiving @jon_bedford
…Or huge buttons?
#socgiving @jon_bedford
Bigger buttons = more clicks
#socgiving @jon_bedford
Tripled sharing to Facebook
Doubled sharing to Twitter
Winning data/data winning
#socgiving @jon_bedford
£1 million more raised in 3 months
Takeaways
#socgiving @jon_bedford
# 1: in the right context, social is awesome for fundraising
# 2 “slacktivism” does actually have an impact
# 3: Think about the content people share
# 4: Test ways to encourage sharing
Jonathan Waddingham - @jon_bedford
Social Product Manager @JustGiving
Download the white paper at bit.ly/Slackt1vsm
#socgiving