Ever wondered why your social media channels struggle or considered why other companies do better than you? It's because they understand algorithms, they mix up their content sharing strategy and don't just push to their website. In this deck it highlights what you should be doing on social media, a huge number of stats to help you unpick different social platforms and inspire you to create a better social media and dark social media strategy. Presentation is from the meltwater #OutsideInsight event September 2017

1. BEYON D SPRA Y & PRA Y
SOC IA L MEDIA
MARKETIN G
DANNY DENHARD // MARKETING DIRECTOR // JUSTGIVING

2. 2
ME
MARKETING DIRECTORAT
JUSTGIVING
JG HELP
• PEOPLE IN NEED
• COMMUNITY PROJECTS
• CHARITIES
Read - https://www.justgiving.com/lifechangers

3. 3
$4.5 BILLION 99.5% UGC 22 MILLION 4 MILLION SOCIAL SHARES
RAISED FOR GOOD GLOBAL
CAUSES
YES THAT’S RIGHT, WE
PRODUCE VERY LITTLE
CONTENT
STRONG COMMUNITY
WE HAVE HADWELL OVER 4
MILLION SOCIAL SHARES OF
OUR PAGES ALREADY

4. 4
LINKEDIN
MESSENGER
EMAIL
TWEET ME
@DANNYDENHARD M.ME/DANNYDENHARD
DANNYDENHARD.COM/
LINKEDIN
DANNY.DENHARD
@JUSTGIVING.COM
A S K M E
A N Y T H I N G
NOW OR LATER

5. 1 SOCIAL IS MORE THAN JUST ENGAGEMENT

6. 6
THE WEB WASCHANGED
BY ONE BUTTON
This button was a life changer
Source - Facebook

7. 7
74K+
TUMBLR POSTS
695K
GIPHYS SERVED
527K+
PHOTOS SHARED
ON SNAPCHAT
120+
JOIN LINKEDIN
EVERY MINUTE THE FOLLOWING HAPPENS
Look at where your customer consume andplay
Believe it or
not Tumblr
still has more
content
published per
minute than
Instagram
Giphy has
over 200m
DAU’s, it
serves over
695k gifs per
minute.
Expect Giphy
to be part of
your
marketing
campaign in
2018
Snapchat
has grown
up and has
over half a
million
photos
shared
every
minute.
The latest
business network
moving towards a
content and
engagement
network. LinkedIn
has over 120 new
people every
minute joining.
Don’t undervalue
the strength of
LinkedIn
4.1M
YOUTUBE VIDEO
WATCHED
Even YouTube is
moving towards a
more social
approach to
content, with over
4.1million videos
watched every
minute it’s a power
player IF your
content can be
engaging and
prepared to invest
time and money
into creating quality
content

8. 8
3K ADS
We are served
over 3k ads per
day, this is an
incredible
increase from
years gone by.
5 HOURS
The average
person spends on
average 5 hours
per day on their
mobile device.
90 HOURS PER
MONTH
The average 18
to 25 year old
spends over 90
hours per month
on apps alone,
over 60% of this
will be user
generated
content.
1500 STORIES
On Facebook we
served up to
1500 different
stories every time
we log on.
01 02 03 04
I N F O R M A T I O N T O C O N S I D E R

9. 9
DOPAMINE
HITS
Social media
consumption and
UGC leads to
dopaminehits, its why
we get addicted and
get that feeling using
social media sites etc.
Dopaminehits
increase greatly with
engagements on your
comments.
200 MOBILE
INTERACTION
S
The average person
receives over 120
push notifications
daily, including email
notifications, social
media likes and
engagements, calendar
pushes and game
updates.
BATTLING
FOR YOUR
TIME
Work emails,
slack notifications
and documents
control 28% of
your time, we
constantly battle
to own our own
time.
GAME &
HOOK
ENGINEERS
We compete against
teams of engineers
who develop
rewards on apps,
like slot machines in
Vegas. Facebook,
Google and large
game producers use
the same hooks to
make us addicted.
05 06 07 08
I N F O R M A T I O N T O C O N S I D E R

10. 10
THIS IS THE WORLD
WE REALLYLIVE IN
This is where we are at currently, we fight
hundreds of notifications, all fighting for
our dedicated attention.
As you can see the majority of these are
social notifications, meaning you are not
only fighting the newsfeed but
notifications.
Source - Twitter

11. EVER FELT LIKE THIS?
Source - Marketoonist

12. 2 SOCIAL MEDIA TODAY

13. IN THE LAST TEN MINUTES PEOPLE
ADMITTED TO CHECKING THEIR
PROFILES….
13
WE ARE ADDICTED
TO SOCIAL
DOPAMINEHITS
1.
34% checked
Facebook
2.
31% checked
Whatsapp
3.
26% checked
Twitter and
Snapchat

14. 14
“Marketing is a contest
for people's attention.”
- Seth Godin

15. 15
“There's no hack to building
1000 true fans.
You must develop
relationshipof trust and
reciprocity and you need to
provide value over and
over”
- Ryan Holiday

16. 16
40YouTube
35Facebook
25Snapchat
24Instagram
AVERAGE DAILY MINUTES SPENT ON EACH SOCIAL NETWORK
Think about howyou can really play in these spaces
VIDEO IS THE TRUE BATTLEFIELD

17. ALWAYS REMEMBER:
GARBAGE IN –
GARBAGE OUT

18. WHAT CUSTOMERSARE
REALLY LIKE ON SOCIAL
18
Source - Facebook

19. 19
WELCOMETO OUR
WORLD AS IS IT
Have you walked through the
streets of London and had this
happen?
This happens daily to me….
19Source - Imgur

20. 20
WELCOMETO OUR
WORLD AS IS IT
Without the warning how
would people know?
But would they see it?
20Source – Imgur

21. 21
BRANDSARE
COMPLETELY
DISPOSABLE IN2017
Brands are only as good as their last
exchange or order satisfaction, going in
2018 brands will have to work harder than
ever to keep their customers happy.
Whether that’s offering discounts, replying
back with a funny gif or offering next day
delivery for free.
Remember your social media experience in
taken into consideration from good % of
users.
21Source - Facebook

22. 1.
We have the
savviest
customers of all
time
2.
Our customers
have inherited
“prime
expectations”
3.
Customer loyalty
is at an all time
low
THINGS WE OVERLOOK ON SOCIAL AS BUSINESSES

23. 1. Newsfeed
The most important
tweak to modern
marketing, we are
victims to newsfeeds
and affinity based
newsfeeds
2. Stories
The latest trend to
sweep social media
networks and instant
messengers.
3. Videos
The move towards
videois undeniable.
Native and original
content will be the
next battle ground
4. Dark
Social
People are now
sharing more and
more intodedicated
groups away from
newsfeeds and open
communications
THE FOUR TRUE LAYERS OF SOCIAL MEDIA

24. THE DEFAULT CAMERA FOR MANY IS
THE FRONT CAMERA
24
WE LIVE IN THE
SELFIE
GENERATION
1.
44% edit their
selfies before
posting.
2.
29% spend 1 to
2 minutes
editing selfies
before posting
3.
17% spend
longer than 2
minutes
editing

25. The Over
Sharers
Over sharers:
These are likely to
share every
moment of their
lives
The
Lurkers
Lurkers: Users
whowatch from
afar and rarely
engage or
comment
The
Engagers
Engagers: The
most recent
addition tothe
user pyramid,
they like, love,
lol and live their
lives through
newsfeeds
The
Compers
Compers: People
who live their
lives through
entering
competitions
online
The Trolls
Trolls: the users
who believe they
can comment or
abuse whenever
there is a status
box or comment
box
2017 USER DNA
10% 50% 25% 5% 10%
QUALITYOF USERS

26. 26
THE AUTHENTIC SELF ONLINE
Not everyone will be honest……
Facebook
Aspirational BestAuthentic Self
Instagram
Snapchat
Forum
Reddit
Twitter
Absolute Troll
YouTube
Comments
LinkedIn
Slack
Messenger
Work
Email
Soundcloud
Pinterest
Periscope
Blog
Medium
Tumblr
Wechat VK
Facebook
YouTube
TripAdvisor

27. 27
INSTAGRAM MISSION
STATEMENT
"Our mission is to strengthen relationships
through shared experiences,”
Those shared experiences are almost
always UGC.
Even publishers are leveraging and
purchasing user generated content and
sharing.
Source - Instagram

28. 28
Mark Zuckerberg changed the Facebook
mission statement recently, this all comes
from his belief that Facebook connects
people together.
His company relies on shares,
engagements and UGC.
Facebook’s plan is to blend “social” with
professionally curated content and soon
original content to rival Netflix and
Amazon Prime.
MISSION STATEMENT
ALIGNMENT
Source - CNN

29. 29
FACEBOOK HAVE SAID
FACEBOOK’S NEWSFEED
ON MOBILE IS SCROLLED
2.5X FASTER THAN
DESKTOP
Understand how your consumers are creating and consuming
content on their favourite networks.
If they make decisions quicker on smaller devices ensure you offer
value as quickly as possible on your product pages

30. 30
FACEBOOK HAVE SAID:
PEOPLE MISSUP TO
70% OF THEIR FEEDS
Sometimes you will have to remember
however hard you work on a social,
however funny you think it is in the office,
chances are the newsfeed algorithm will
filter you out.
Private
Source - Facebook

31. 31
CAN EMOJI USAGE HELP
YOU PICK A BETTER WAY
TO TALK TO YOUR
AUDIENCE?
Did you know?
According to scientists, when humans see an emoji, their brain reacts the
same way as when they see a human face.
The brain recognizes emojis as pictures meaning they are understood as
emotions.
Emojis can change moods, increase open rates on emails and really annoy
people.
Source - Twitter

32. 32
CAN EMOJI USAGE HELP
YOU PICK A BETTER WAY
TO TALK TO YOUR
AUDIENCE?

33. 33
I MIGHT BE OVERSHARING
BUT HERE ARE MY MOST
USED EMOJIS
1.
2.
3.

34. 34
NOT ALL EMOJIS LOOK
THE SAME.
USE TO CHECK WHAT EMOJIS LOOK LIKE ON
OTHER PLATFORMS HTTPS://EMOJIPEDIA.ORG/

35. 35
VOTE TIME:
GO TO BIT.LY/MELTVOTE
VOTE FOR MOST
ENGAGED

36. 36
67% OF CONTENT
ON INSTAGRAMIS
PHOTOS

37. 37
THERE HAS BEEN A
53% INCREASE IN
ENGAGEMENT ON VIDEOS
ON INSTAGRAM

38. 38
INSTAGRAM DESKTOP USAGE IS
HUGE:
• ESTIMATED VISITS - 2.7B
• TIME ON SITE - 06:06
• PAGE VIEWS - 11.50
• BOUNCE RATE - 34.98%
Source - Instagram

39. 39
SOCIAL NETWORK SOURCES TO
INSTAGRAM:
• TWITTER - 29.15%
• YOUTUBE - 27.36%
• FACEBOOK - 25.34%
• REDDIT - 9.14%
• VK (VKONTAKTE) - 5.67%

40. 40
COMMUNITYIS
ESSENTIAL
Leading content destination The
Information leverage tagging and their
community to publically thank and engage
their audience across twitter.
This is a natural extension to their brand
and something other brands could do to
influence their audience and build
engagement.
Source - Twitter

41. 41
SOCIALNETWORKS
LOOK
COMPLETELYDIFFERENT
Social networks look very different
in 2017 and will continue to evolve
in 2018.
Because you cannot blast or
broadcast a message does not mean
it is worth saying or you should not
be part of the network
Source -Waze

42. 42
LINKEDIN’SNEW WORLD?
Have you spotted the question
status or seen the thought
leaders really leverage the
opinionated LinkedIn
community?
Source - LinkedIn

43. 43
SHOULDWE FEAR FOR MAN KIND?
Source - Facebook

44. 44
YOU OWN YOUR COMMUNITY
Source - Facebook

45. 45
CAN YOU GO THE EXTRA MILE?
Source - Facebook

46. 46
SUPPORT FUNNY REPLIES
Sometimes the most simple
replies to questions are
going to blow up
Source - Twitter

47. 47
FACEBOOKWATCHES
EVERYTHINGYOU DO
Understand Facebook is an absolute data
beast, it records, logs and tweaks itself for
you.
FACEBOOKS P OWER IS KNOWING M ORE ABOUT EVERY SINGLE USER
THAN ANY OTHER NETWORK, EVERYTIME A USER G OES ONTO FACEBOOK
THE SYSTEM IMPROVES
Source – Data Selfie

48. 48
Across Social:
• PaddyPower
• Greggs
• Net-a-Porter
• Innocent
• Producthunt
Twitter:
• NASA Sport
Instagram:
• Aldi
• End Clothing
• Gucci
• Maersk (b2b dream)
• Tanksgoodnews
CROWDSOURCED GREAT SOCIAL MEDIA COMPANIES
Go read everything about Adidas Tango Squad

49. 3 SOCIAL MEDIA TIPS & HACKS

50. 50
I definitely appreciate this
social media share, many
wouldn’t and is a brave share
but really like Arena Flowers
approach and highlighting “real
reviews” is bold.
Do you stand out vs
competitors?
WOULD YOU POST SOMETHING
LIKE THIS?
Source - Facebook

51. 51
HUMOUR ALWAYS
WORKS
Brands don’t always get the opportunity
to shareinsights or conversationsetc
but there are always opportunities if you
can bring in humouror hypotheticals
Source - Twitter

52. IS HONESTY THE
BEST POLICY?
#AskEddie was everywhere, amazingly
a student’s honesty really emphasised
how much social media has lost it’s
honest and humorous edge.
There are not many brands who would
be comfortable to try and pull this off
but there are a number of options
availableto you.
52
COULD YOU BE M ORE OP EN ON SOCIAL M EDIA?
Source - Twitter

53. 53
WE LOVETO REACT
Where applicable,
embrace dark social
SIM PLE REACTIONS HAS BUILT ANOTHER LAYER TO CONNECTIONS
Source - Facebook

54. 54
FACEBOOKREACTIONS
ARE SLOWLYCHANGING
Facebook users are now using
reactions more smartly.
Angry reaction was used 1.3
million times in August.
For perspective in May it was
used only 694k times
SOURCE – FACEBOOK API

55. 55
AUGUSTCRAZY
INTERACTIONS
Can you imagine posting 51k
times per month?
Bored Panda is the clear leader
with only 463 article shares but
over 26 million interactions
Rank Publisher Article Count Facebook Interactions
1 Fox News 58840 31,135,687
2 Huff Post 13530 29,000,618
3 CNN 5601 27,366,816
4 Bored Panda 463 26,701,114
5 New York Times 5416 25,859,400
6 Dailymail 51663 24,383,725
7 NBC 41730 23,192,233
8 Buzzfeed 9521 22,395,850
9 BBC 24509 17,473,782
10 Washington Post 9919 17,358,980
SOURCE – FACEBOOK API

56. 56
AUGUSTCRAZY
INTERACTIONS
It’s fascinating to see what and
how some “news” outlets share,
especially in the age of video.
Shareably is a unilad / ladsbible
type of sharing engine.
Check them out -
https://www.facebook.com/ShareablyNow
Rank Publisher Article Count Facebook Interactions
11 India Times 53255 16,459,162
14 Yahoo 200470 14,391,288
17 CBS News 54652 13,218,360
21 shareably.co 462 11,072,247
22 NPR 2392 10,624,556
24 ntd.tv 2422 10,462,743
25 goal.com 29582 9,861,680
SOURCE – FACEBOOK API

57. 57
LEARN FROM SUPER
COMPANIES:
THINK HOW SLOT
MACHINES WORK
“You pull the lever to win a prize, which is an
intermittent action linked to a variable
reward. Variable meaning you might win, or
you might not.
In the same way, you refresh your Facebook
updates to see if you’ve won. Or you swipe
right on Tinder to see if you’ve won.”
Quote from Tristan Harris, ex Googler
SOURCE - UNSPLASH

58. 58
KNOWINGWHAT
WORKS ON SOCIAL
PLATFORMS?
Do you or your team know what
works on social networks?
Have you tested enough to
know from a personal or brand
POV?

59. 59
SOMETHINGWE ALL NEED TO REMEMBER
Social Media - Newsfeeds are algorithmically driven, Facebook improves on every
like and use, many others do not…..
Search - Google and all search engines are algorithmically driven
Shopping - related content and related items are driven by algorithms. Most shops
change their algorithms based on your behaviour
Email - Inboxes are now algorithmic, Gmail and outlook both control what you see.
Think inbox vs promotion & focused vs “other”
Music // Films // OD & OTT TV - even our entertainment is (mostly)
algorithmically driven

60. 60
THE 4 REASONSWHY PEOPLESHAREON FACEBOOK
1. Vanity
Look how good I am
How much I donated
I'm helping
I'm a great person / I'm a horrible person
2. Awe
In awe
Great person look at the page owner
How much are they raising or donated
Great cause
3. Anger
How annoying
How does this page exist
How can this happen?
4. Amusement
LOL
How great
How stupid
How embarrassing

61. THE KEY TO SUCCESS ON ALGORITHMIC BASED SOCIAL NETWORKS
There are only two steps to success……
1. Velocity – getting a lot of engagement quickly will instantly get
your post boosted to the top of the algorithm
2. Sustainable – the more likes, reactions or engagements you get
the longer you will appear, the more engagement you will
receive

62. TRUSTED TIMELY FACEBOOK CONTENT TRUMPS ALL
Source - Facebook

63. TRUSTED TIMELY FACEBOOK CONTENT TRUMPS ALL
Source - Giphy

64. TIPS TO BOOST ENGAGEMENT
Use stories to understand how busy Instagram is, push
content out on stories over newsfeed
3. Ask questions
2. Live push like TV
4. Tell people what you want them to do
1. Instagram – stories over grid
Despite the hype TV is the most used device in the
house, use live like it’s a TV show and push in similar
ways
Simple but ask more questions, you will be surprised by
the engagement rate going up
Let’s face it, in 2017 we want to be told what to do
and when, tell your audience what you would like them
to do
5. Get out of your filter bubble, quick
Stop looking at competitors, go look outside your niche and
look at successful brands and what they do differently.
Ever seen people’s tweets appear in your timeline when
you don’t follow them, use the strategic likes to amplify
your content
6. Use strategic likes
Understand how each social network works and which
content it prefers, why it prefers that format. Use video.
7. Use more video
Be famous for using a specific type of gifs or make a
library you can continuously use
8. Theme your gif usage
Do you share blog posts without embedding your previous
social? Start embedding relevant content to boost engagement
9. Embed your content
You know that annoying WhatsApp group you are in or
the friends who send things via messenger, remember
they will want to engage on your content too
10. Dark social can be your friend

65. TV AD BREAKS
Facebook studied their usage around top
shows and usage around TV ads, are there
times you could leverage with your
marketing campaigns?
Are there challenges you can set internally
to leverage this?
65
DO NOT BUY THE HYPE THAT TV IS DEAD!
GO LEVERAGE IT!
Source - Facebook

66. 4 NETWORK EFFECT: WHAT IS IT AND
HOW TO RIDE IT

67. 67
VIRAL LOOP BUSINESSES
Leveraging networks of networks
Your network reach
Your networks network is key

68. 68
NETWORK EFFECT IS RELIANT ON SOCIAL MEDIA
PAGE
C R EATED
S HAR E
TO
FR IENDS
FR I EN D S
D O N ATE /
C O M M ENT
FR IENDS
S HAR E
FR IENDS O R
FR IENDS O F
FR IENDS C R EATE
A PAGE
STARTS AGAIN
PRIMARY
NETWORK
SECONDARY
NETWORK
NUMBER OF
NETWORK EFFECTS
COMMENTS HELP
TO SPREAD THE
WORD OF THE PAGE
C O M E
TO JG
Social media shares are essential for our
business, with up to 80% of page traffic
comes from social media, typically
Facebook where the majority of users have
their best and closest friends and family.

69. 69
WE HAVE TO UNDERSTAND THE VALUE OF ON SITE SOCIAL MEDIA
S H A R E S B O O S T P O S T S
I N N E W S F E E D
C O M M E NT S C A U S E E N G A G E M E N T ,
L E A D S T O M O R E P E O P L E S E E I N G
P O S T
R EAC TIO N S B O O S T
PO S TS IN NEWS FE E D
Core actions on & off site:
• Our page owners bring their and tribes to
their pages,
• Their friends donate
• Comment
• Share& engage over social media
• Start their own pages

70. 70
TAGGING IS GOING TO BE YOUR FRIEND
EDUC ATE Y O UR US ER S TO
M AK E THE M O S T O UT O F
FAC EB O O K
Facebook is our number 1 traffic driver, to
get the most out of Facebook we have had
to educateour users with numerous help
articles, build a new hints and tips section
and we send a number of CRMemails to get
the most out of Facebook.
Remember social media platforms are
destinations soeducateusers to maximize
performanceon social media.
Promptingreactions,tagging, commenting
and sharingis a must

71. Social Network Traffic Rank Transactions Rank Revenue rank Average Rank
Facebook 1 1 1 1.0
Twitter 2 2 2 2.0
Instagram 3 3 3 3.0
YouTube 4 5 4 4.3
LinkedIn 5 4 5 4.7
WordPress 7 6 6 6.3
Yammer 9 7 7 7.7
Blogger 8 8 8 8.0
reddit 6 10 12 9.3
Google+ 11 9 9 9.7
THE VALUE OF SOCIAL MEDIA AT JUSTGIVING
The most social and connectednetworks are the most important

72. YOU MUST UNDERSTAND THE PLATFORM BEFORE CREATING KPIS
Understanding each platform is essential for creating goals on social media
Social Network How long is a view Public view count
Twitter 3 seconds Yes
YouTube 30 seconds Yes
Facebook 3 seconds Yes
LinkedIn 3 seconds No
Instagram 3 seconds Yes
Twitch On-load Yes
Snapchat 1 second No

73. 73
FACEBOOKS PIONEERING
AUTO PLAY VIDEO
85% of videos on Facebook are played
without sound. Annotation and auto play is
vitally important.
Have a 6 second rule, if doesn’t grab
people in 6 seconds don’t push it live.
Don’t dismiss the 3 second view count on
Facebook
Source - Facebook

74. 74
DID YOU KNOW?
YouTube's fastest growing
audience is in the living
room
This means people are looking to
spend longer on the content on
there. This is what YouTube
wanted and reward “long form”
videos over 20 minutes long.
Facebook do the same although
long form is 90 seconds.
Source – YouTube & Facebook

75. OTHER PEOPLE’S STORIES ARE MORE IMPORTANT THAN YOURS

76. OTHER PEOPLE’S STORIES ARE MORE IMPORTANT THAN YOURS

77. THE VALUE OF SOCIAL MEDIA AT JUSTGIVING
The most social and connectednetworks are the most important
Title URL
Total
Shares
Total
Facebook
Shares
Twitter
Shares
LinkedIn
Shares
Crowdfunding to support families of those killed and injured in the Manchester Arena attack on
JustGiving
https://www.justgiving.com/crowdfunding/westandtogethermanch
ester 308439 210538 96271 1617
Online Donation Box for Shaukat Khanum Hospital
https://www.justgiving.com/campaigns/charity/imrankhan-
cancerappeal/donation-box 246193 245841 350 2
Crowdfunding to Help the families of Grenfell Tower, West London who have been devastated by
a fire which has destroyed their homes and taken loved ones. on JustGiving https://www.justgiving.com/crowdfunding/familiesofgrenfelltower 106903 97798 8537 565
Crowdfunding to go to the Bradley Lowery foundation x on JustGiving https://www.justgiving.com/crowdfunding/bradleylowerysfight 72903 71330 1508 65
Hadith of the Day HOTD is fundraising for Human Appeal https://www.justgiving.com/hotd9 65051 65037 13 1
Crowdfunding to help the residents of the burned down Grenfell Tower, London, W11 to get back
on their feet. on JustGiving https://www.justgiving.com/crowdfunding/grenfell 59262 54986 3981 292
Crowdfunding to Help Billy Monger beat life changing injuries, after being involved in one of the
most horrific crashes Motorsport has seen on JustGiving https://www.justgiving.com/crowdfunding/billymonger23 56652 55235 16 1401
Evening Standard Dispossessed Fund: Grenfell Tower Fire
https://www.justgiving.com/campaigns/charity/londoncommunity/
grenfell 46164 45783 211 170
Evening Standard Dispossessed Fund: Grenfell Tower Fire
https://www.justgiving.com/campaigns/charity/londoncommunity/
grenfell?platform=hootsuite 45786 45783 3 0
Crowdfunding to help a homeless man, after he helped the Children and victims of the Manchester
Arena Bombing. on JustGiving
https://www.justgiving.com/crowdfunding/HomelessHeroManches
ter 45660 30177 15349 31
Crowdfunding to give to the Family of PC Keith Palmer on JustGiving https://www.justgiving.com/crowdfunding/keith-palmer 35860 31798 3168 894
Katie Reporter is fundraising for The Trussell Trust https://www.justgiving.com/justiceforkatiehopkins 34371 33910 459 0
Hadith of the Day HOTD is fundraising for Human Appeal https://www.justgiving.com/hotd8 26541 26534 2 5
Hadith of the Day is fundraising for Human Appeal International https://www.justgiving.com/hotd6 24065 24064 1 0
Crowdfunding to help the victims of the Grenfell fire #grenfellfirefund on JustGiving https://www.justgiving.com/crowdfunding/grenfellfirefund 23213 22376 833 4
Crowdfunding to help the staff of Team Rock who have all been made redundant 6 days before
Christmas with no pay. on JustGiving https://www.justgiving.com/crowdfunding/ukrockcommunity 21309 20007 983 310
Crowdfunding to get Steve off the streets. Help this homeless man buy a house.We need more
people like him on JustGiving https://www.justgiving.com/crowdfunding/Homelesssteve 20205 19638 567 0
Crowdfunding to Save Dawson's life with just ONE dollar - send him to the USA for pioneering
cancer treatment on JustGiving https://www.justgiving.com/crowdfunding/adollarfordawson 19387 17538 1603 246
Crowdfunding to help find RAF Serviceman Corrie McKeague on JustGiving https://www.justgiving.com/crowdfunding/helpfindcorrie 18680 18538 140 2
Crowdfunding to Help Luke get the life saving treatment he needs & let him live his life xx on
JustGiving https://www.justgiving.com/crowdfunding/AllHelpLuke 18637 17182 1317 137
Crowdfunding to Help Florence receive life-saving surgery on JustGiving https://www.justgiving.com/crowdfunding/Flosfight 17760 17235 237 276

78. 78
UNDERSTANDYOUR
USERSBEHAVIOUR
An on platform product experience really
can provide you a different perspective to
how your users interact with you.
For instance I know our community
browse up to 80% of their time on our
platform on mobile but closer to 50%
create pages on mobile phone.
Can this help you to create greater social
strategy?
Source - Expedia

79. President Obama whilst
still sitting president took
part in a Reddit AMA
answering a large number
of questions from Reddit
users from talking about
college, to policy to what
the future holds.
AMA’s ARE
AMAZING
EXAMPLESOF
SOCIAL& UGC
Source - Reddit

80. Q Is your team guilty of turning social into a
broadcast channel?

81. 81
USING YOUR INTERNAL
DATA TO MAXIMISE
YOUR GOALS
We use our internal data to
understand the best time
when people are online and
most likely to take an action.
By sharing around these core
times we have the best
possible chance to help pages
receive donations.

82. 82
USING YOUR INTERNAL
DATA TO MAXIMISE
YOUR GOALS
We also use our page creation
data to understand and
compare to donation to know
when we could influence our
audience in supporting or
creating their pages for
causes.

83. 83
OUR INTERNAL DATA
We track every button click on site,
as you can see Facebook is by far
the most social network used by
our page owners and their
community.

84. 84
YOUR DATA CAN HELP
We trialled offering our
internal data to our page
owners, we saw a number of
page owners sharing their
data and we rolled out to all
page owners, at any point
page owners have access to
this information.

85. 85
BALANCINGDATA FOR
THE FANS
As a data geek and an MMA
fan this FightMetric /
Fightnomics made me geek
out to extraordinary levels,
although I imagine for most
casual MMA fans won’t find
it interesting
Source - Twitter

86. Q Are you too suffering from
Analysis paralysis?

87. 5 USERS VS YOUR OWN SOCIAL MEDIA

88. 88
SOCIALSHARESARE
VITALTO SUCCESS
• Facebook Engagements -
55.4K
• LinkedIn Shares - 1.4K
• Twitter Shares - 16k
• Number of links - 435
• Total Shares - 56.8K

89. 89
SHARES& DONATIONS
The racing community are incredible!
We saw so many racing fans, drivers and
teams support Billy and his page.
Many people do not look at the value of
shares to your business.
We know that the value of Lewis Hamilton
tweet was close to the amount donated to
by Jenson Button.
PLEASE REMEMBER THAT YOUR SHARE DOESN’T HAVE
TO BE THE MOST VALUABLE OR THE MOST ENGAGED,
IT CAN BE OTHERS WHO HELP AMPLIFY YOUR EFFORTS
WHETHER ITS ORGANICALLY OR A PAID PARTNERSHIP.
Source - Dailymail

90. PRICELESS COMMENTS
Source - Facebook

91. 91
ADDINGVALUETO
SOCIALACTIVITY
If you add a value to what people
are doing it does actually help them
understand howtheyare helping
themselves or a cause.

92. 92
ADDINGVALUETO
SOCIALACTIVITY
We know not all friends or friends
of friends can help with money.
However people can help by
sharing& amplifyingyour page
reach, we workedout the value of a
shareon Facebook and tell people
they can help.
Can your business dothe same?

93. 6 DO DIFFERENT THINGS

94. BEG, STEAL, BORROW
This is from Amazon, they have really
thought about their customers, their
attention to details and understanding
of their customers is mind blowing.
Think about how you can; beg, steal
or borrow from these companies to
leverage something as simple as a
cupboard box.
Challenge your customers to share
their cars, their tanks or their space
ships.
94
SOURCE - TWITTER

95. 95
SHARE-ABLE ASSETS
Lyft (Uber’s biggest US competitor)
has created a great monthly digest
email they send to you and gamify
your actions, I have seen numerous
people share this and comment on:
• How much you spend
• How often you use them
• When you use them
Source - Lyft

96. 96
BE SEEN& HEARD
Professor ScottGallowayis releasing a
book in October, for every pre order he
is donating$50 to charity water (by a set
date).
Brands too can be seen and heard when
they support a cause,make something
shareableand valuableto you and
someoneelse.
Source - Twitter

97. 97
I DARE BRANDSTO
COMPETEWITH THIS….
Source - Instagram

98. 7 PLEASE START THINKING DIFFERENTLY

99. 99
THINK OUTSIDE
THE BOX
Don’t just use the samesocial networks
you like or you think that works,use
other platforms,create quality content
people will shareor use.
2.9billion views of NFL gifs…
They have only created 3.8k.
Source- Giphy

100. 100
THINK OUTSIDE THEBOX
If ITV didn’t create Gemmareacts Iwould
be extremely surprised. It’s absolutely
genius.
Leveraging somethingor someone and
their idiosyncrasies is incredibly smart.
Source –ITV Instagram

101. 101
BURGERKING &
LINKEDIN
Ever been fired? Want to admit it on
social media?
Burger king are offering a free Whopper
to anyonewho admits to being fired on
Linkedin.
Silly yes, bold yes, crazynot so much.
Source – Burger King / Adweek

102. 102
SASSYBRANDS
Please remember that whatever situation
we are thrown into or experience in 2017,
the first thing people reach for is their
mobile phones.
With this mindset, there is great
opportunity. Not every revolution comes
from evolution.
DISCLAIMER: REMEMBER TO KEEP YOUR CUSTOMERS SAFE

103. 103
SOCIALWINNERS
Wendy’s absolutely control social
media when it comes to engagement
and leveraging media spotlight on their
accounts, its built into their muscle
memory.
DISCLAIMER: THIS WON’T WORK FOR M OST BRANDS
Source - Twitter

104. 104
TREND JACKING
Is this something you could
have leveraged?
104Source – Instagram

105. 8 CHANGING LANDSCAPES

106. 106
CHANGINGLANDSCAPE
Twitter changed the way their threading
works, often now you may have branches
of conversation from your share that you
do not see or activity go to find, scroll
through conversations and see what is
being discuss and really get a feel of how
well your content is being received or
engaged with.
Source - Twitter

107. 107
SOCIALMEDIA EFFECT
ON TV
The NFL (American Football) has been
losing viewers for two years, their
answer?
6 second ads, this is align with Facebook
viewing habits
On Facebook: people scroll through its
Newsfeedon their mobile devices watch
5.7 seconds of video ads on average
once they automaticallyplay
107Source – Giphy

108. 108
EASYCONTENT TO
CREATE…
OR REUSE
Google:
“how to…” searches have increased
by more than 140% since2004,
and much of that search interest is
directed towards how to “fix”
things”
Source – The Hustle

109. 109
EVENJEFF BEZOSASKS
FOR HELP
Why can’t you or your brand ask more
questions or ask for more help?
Source - Twitter

110. 110
HOW DO YOU MEASURE
SUCCESSOF SOCIAL?
Let’s be honest tracking social media
success can be impossible,
especially tracking back from
organic and dark social media.
My rule of thumb, anything you pay
for should be attributed back.
Source - Marketoonist

111. IMAGINE A WORLD WHERE
CONSUMER DEFAULTED
TO ONE SOCIAL NETWORK
This actually does happen over
time, generally when a user has
their engaged network on a
specific network, in many cases
it’s Facebook.
111Source - Twitter

112. 9 YOUR FUTURE OF SOCIAL MEDIA

113. 113
AS BRANDSWE CAN LEVERAGELOCATION& TECH
Source - Twitter

114. 114
WARNING FOR VIDEO
Do not pivot to created video if you
cannot offer somethinggreat.
Not everyone can do TV or YouTube
SOURCE - Giphy
Meet Logan Paul ⬆
• Logan Paul has 11.3million subscribers – he is an ex Vine star
• He makes an estimated $580k p/m
• His latest video had 5.5m views in 24 hours
• 125.5k views per hour on that video alone
• He and Disney stopped working together after his extreme pranks, his videos gets millions
more views than the Disney show he starred in.
• Averages 12.8M average daily & views 55.4k average daily subs

115. FOUR CONTENT TYPES THAT CAN WORK
Here are the four types of content that typically work on social media
1. Inform
2. LOL
3. Educate
4. Inspire

116. 1.
In Newsfeed
– Discover
2.
Stories
- Discover
3.
Watch
- Seek
4.
Sponsored
- Forced
THE FOUR LAYERS OF VIDEO

117. WHAT’S NEXT?
ORIGINALSOCIAL VIDEO
Original content is the next battle field for
social networks, Snapchat averaged 5
million unique viewers for their “Good
Luck America” original series.
The reason why they are all fighting TV,
netflix, amazon prime etc?
No one has cracked centralising content
and building communities around it.
Facebook really is in prime position for
this.
117
SEE IF YOU CAN LEVERAGE THIS BEHAVIOUR
Source - Snapchat

118. 118
FACEBOOK WATCH
“Facebook Watch” has to be episodic
and from three to ten minutes.
Do you think you could create quality
video content that people will want to
come back to and engage with?
….Maybethink about how you can
organically talk with customers around
new watch shows.
SOURCE - Quartz

119. 119
IN 2018
COMMUNITY
MANAGEMENT
WILL BE COOL &
ESSENTIAL AGAIN

120. 120
YOUR MISSION:
MAKETHUMBINGUP
AND DOWN STOP
Your content has to be that
good in the newsfeed and in
the stories generation you
have to make people stop
thumbing / scrolling and
concentrate on your content
Source - Facebook

121. 121
Account Name Likes Comments URL
Starbucks Strawberries
326k
likes
1415
comments
https://www.instagram.com/
p/BXGV30vjqRv/?taken-
by=starbucks
Nike
80's / 90's
boy
746k
likes
5423
comments
https://www.instagram.com/
p/BU5Ehrhgqq7/?taken-
by=nike
Nat Geo Gorillas
575k
likes
5828
comments
https://www.instagram.com/
p/BYzbZ1kjzxF/?taken-
by=natgeo
THE RESULTS
AS OF 06.48 12/09/2017

122. REMEMBER THESE AGAIN
Use stories to understand how busy Instagram is, push
content out on stories over newsfeed
3. Ask questions
2. Live push like TV
4. Tell people what you want them to do
1. Instagram – stories over grid
Despite the hype TV is the most used device in the
house, use live like it’s a TV show and push in similar
ways
Simple but ask more questions, you will be surprised by
the engagement rate going up
Let’s face it, in 2017 we want to be told what to do
and when, tell your audience what you would like them
to do
5. Get out of your filter bubble, quick
Stop looking at competitors, go look outside your niche and
look at successful brands and what they do differently.
Ever seen people’s tweets appear in your timeline when
you don’t follow them, use the strategic likes to amplify
your content
6. Use strategic likes
Understand how each social network works and which
content it prefers, why it prefers that format. Use video.
7. Use more video
Be famous for using a specific type of gifs or make a
library you can continuously use
8. Theme your gif usage
Do you share blog posts without embedding your previous
social? Start embedding relevant content to boost engagement
9. Embed your content
You know that annoying WhatsApp group you are in or
the friends who send things via messenger, remember
they will want to engage on your content too
10. Dark social can be your friend

123. THANK YOU