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How real people use social media to make a real impact

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Jonathan Waddingham
Jonathan Waddingham

This document summarizes how social media, particularly Facebook, can be used to make a real impact. Some key points made include that 23% of visits and 16% of donations to JustGiving come from Facebook, and that friends' stories shared on social media have more impact than other types of content. It encourages sharing personal stories on social platforms to increase donations and engagement.

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How real people use social media to make a real impact Jonathan Waddingham @jon_bedford Product Manager @JustGiving October 12th 2011
23% of visits to Justgiving come from Facebook
16% of all donations come from Facebook http://www.flickr.com/photos/justgiving/4790015697/
It’s not just us http://delicious.com/jon_bedford/facebook+stats
Friends’ stories have more impact http://bit.ly/jwerf9
People will tell your story (if you ask)
The ‘nudge’
Prompt sharing of *personal* stories Give reasons to share!
How we encourage sponsors to share Give reasons to share! Making this more prominent increased sharing by over 50%
Sponsors share more
(even celebs)
Extra donations after 1 month £136,705.69 total £19.13 average £3.34 value per share £8,779.70 total £27.87 average £1.74 value per share £6,709.11 total £35.50 average £152,194.50
How many share? 7% of people share to Facebook 1% share to Twitter What will your percentage be?
Sonny’s law – after every action, share Made a purchase? Signed a petition? Registered for an event? Signed up for newsletter? Watched a video? Tell your friends And say WHY
Think about *what* gets shared What content is pre-filled in a tweet button? Do you ensure people are prompted to follow you after tweeting? What content is pre-filled on a Facebook share? A like? What do you offer the user? Awesome awesomeness?
The new Open Graph What actions are relevant to you? What actions are relevant to your users? What is going to make people click? http://developers.facebook.com/docs/beta/
Some inspiration... http://www.toodlepip.co.uk/blog/2011/09/18-daft-facebook-buttons
Mark-up or be marked down http://twitter.com/about/resources/tweetbutton http://developers.facebook.com/tools/debug
Make your shares interesting :)
Ensure you track effectively http://www.google.com/support/analytics/bin/answer.py?answer=55578
Think about timeline. It’s awesome. http://www.facebook.com/about/timeline
The best social media campaign. Fact.
http://twitter.com/childsi/status/20740112937
There was a video http://youtu.be/wzxwUIE7wDQ
There was an email
There was a fundraising page justgiving.com/Save-Joeys-Life
Then I heard this on Facebook
Then the thanks started rolling in...
Watch the video and be inspired >>> (Video appears next thanks to the magic of Slideshare and YouTube) http://just.ly/childsi
You should vote for Lucy http://on.fb.me/wodlucy
Jonathan Waddingham jonathan@justgiving.com @jon_bedford slideshare.net/jwaddingham Product Manager @JustGiving

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