Know what shared interests they have with each other
Know how they consume content
Fulfill your election promise
User-generated stuff
No-one cares about your internal successes
Personalisation of content, rspb member’s area gives them bespoke videos and tips
Revival of podcasts
Make your content actionable
Measure loyalty in a way that works for your campaign
One size doesn’t fit all
Audience insights, including surveys
Also contact people who are doing what you do and learn from them
Lovely video from Future Leaders on recruiting heads to schools
Immersive content, RNLI:
Use immersive content to bring what they do to a wider audience
Have a strategic set of content principles
Use hard hitting content to teach young men what happens when you’re drowning, they’re statistically most likely to get into trouble in water
They have a challenge that everyone wants to get on the boats, they’re trialling Google Cardboard to give people a simulated experience
Developed an app to give people a virtual tour
They’re also creating their own versions for schools
Flikr have just started doing 360 photos
They use GoPro for 360 videos
They also get their supporters to help, a lot of video skill there
Check out Cancer Research 360 lab tool
Social media platforms:
Seen a movement to smaller platforms
Use bigger channels for paid reach
Don’t start anything you can’t commit to
Is it relevant for your brand, what do you want it for, how will you measure success
Instagram:
40% of Instagram audience are under 24
Quality over quantity
High dwell time, high engagement
Dogs Trust an example of good practice
National Trust also great, embrace user-generated stuff
Look at the friends of your followers and be like them
Is your brand flexible enough to communicate variety
LinkedIn:
Content lasts longer
Pulse is a useful way to connect with people working on similar things
YouTube:
Most visits in the world compared to all other social channels
Video content has a great cpc rate
Cancer Research example of great video content
They create useful hygiene content “how does breast cancer develop” etc
Look at YouTube playbook for how to produce great content
Learn from successful vloggers
Thumbnails matter
Pinterest:
“If you don’t work with women, don’t be on Pinterest”
Life stage platform – birthdays, weddings, parties, etc
Oxfam a great example, help users live their mission “Love your leftovers” etc
Vine:
Jokes and pranks = bulk of content, but also great for education, how to content, etc
Peach:
Great for gifs and getting user feedback
Not all platforms have to be massive, quality over quantity
Sue Ryder did a nice “send a tweet to someone who’s been there for you” curation idea, shared all the texts in a nice video and then did a “can you send one more text” fundraising cta on the back of the day’s buzz
Amplification
Keep an eye on Reddit, find things on their way up
Thought about how they could challenge taboos around periods and toilets, started internally e.g. women in the office putting tampons up their sleeves
Gave them a relatable news hook
They didn’t want to alienate men so were careful with messaging
Manpons film = hilarious, funny for both gendersCreate contrasts between developing and developed world situations, but also highlighted the shared situations e.g. meeting your baby for the first time
Compared maternity bags from London to Tanzania
Took people from call the midwife out to Tanzania – linked the programme that section of their audience liked to the cause in a really immersive way
Created interactive contrast content between the two countries on their site – the user switches between two simultaneously playing videos of women in each country having a baby