Bliss

• WWF’s Last Selfie made excellent use of Snapchat’s transient roots
• Bliss are hoping to widen the reach of their information using chatbots
• Instagram works well for them, baby photos plus the audience’s ability to see progress from surviving to thriving
• They make more money via Just Giving than Facebook Donate, and they get more optins
• But on Facebook they get better brand recognition and return loyalty

Social advisory

• Girl guiding currently campaigning to change their public image
• Teaching kids coding and aviation over baking and sewing
• Facebook chat continues to grow, even amongst people who don’t use the rest of the service
• Blood donor charity says podcasts have been their most successful digital channel for conversion to action
• “Movements are better if the goal is quantifiable”
• “Reach is a means to an end, the numbers mean nothing if you don’t achieve your goal”
• Girl guiding have internal buy-in to let go of internal content control
• Everyone agrees UGC continues to be their best performing content

Content

• Change the internal language around creating good content
• ‘Approvals, meetings, processes and brand police’ don’t lead to positive engagement
• Make it about empowerment, education, flat creative sessions
• Making agile not just a digital concept
• Devolve central control
• Understand the teams, how people like to work and what motivates them
• Book recommendation – Content Design – Sarah Richards
• Book recommendation – Working Out Loud – John Stepper
• Book recommendation – The Culture Code – Daniel Coyle
• You need senior buy-in to make digital effective
• Hiring good people isn’t enough if they can’t get anything done
• Personalisation
• Remembering 78% of adults are under adult reading age when creating content

Small teams

• Austistica found in-depth one to one user interviews without a task base valuable
• They developed personas based on months of these
• It helped introduce them to new audiences and angles they hadn’t thought about before
• Identified a need to make their ‘About us’ pages values based, to distinguish them from other autism charities
• Develop digital standards and get whole organisation buy-in
• Make use of corporate partners for targeted pro bono support
• Live email content is currently underused but holds a lot of campaigning potential

National Trust

• Personalisation
• Making signing up and in something people wanted to do
• They created a full GDPR campaign to encourage supporters to confirm consent
• They used urgency and re-framed the idea of asking for something into the idea of providing something
• They focused on owned and earned over paid media
• They have multiple audience input panels depending on what the projects they’re working on

Targeting

• 68% of supporters stop engaging because they don’t feel cared about
• Keep taking to supporters and testing assumptions
• Personalisation
• Get buy-in by making metrics accessible and meaningful to senior stakeholders
• Stop collecting numbers for the sake of numbers, always relate back to mission

Making websites greener

• The internet represents 2% of global emissions, the same as aviation
• Every pageview is the equivalent of boiling water for a cup of tea
• We’re on track to represent 3.5% of global emissions in the next 10 years
• Visit websitecarbon.com to view impact (and admire how light that site is)
• User experience doesn’t have to cost the earth
• Write efficient code
• Continually audit and remove out of date content
• Image compression
• Script reduction
• Custom fonts are heavy
• Focus on low data, high performance
• Cut out bad traffic, go for quality not quantity
• Use clean energy hosting

Video

• Campaign to end loneliness filmed their popular constructed reality film using only a GoPro
• They changed their social messaging as they went, depending on how people responded
• “Find the universality to create content that resonates”
• Be human
• Know your audience
• Make them feel something
• Make them care
• Make them believe
• Empathise and provoke empathy
• Always test before you launch

New technologies

• Create one organisational strategy with arms that reflect each area of work
• NSPCC built an app to widen the reach of their Childline service
• For their ‘Pants’ campaign, they created a movement by thinking about its reach across every channel
• Staff can’t brief the digital team until they’ve been on an internal training course

Slide of the day – just for fun: