Lindsay Herbert, global head of digital, Precedent
Visit the CharityComms website to view slides from our past events, see what events we have coming up and to check out what else we do.
http://www.charitycomms.org.uk
16. WAYS TO REACT: THE TACTICS
Communica
te
Customis
e
Create
Digital assets
Personalised
experiences
Device context
Online services
Community
engagement
@lindzeiy @precedentcomms #precsem
34. IN SUMMARY
Use your digital assets and your community
1. Don’t just follow the crowd (Super Bowl)
2. Tailor content to be topical (Flickr)
3. Do better than the average Joe (TFL)
4. If you’re going to weigh in, take a stance (Ok
Cupid)
5. Claim ground when you’re relevant (Cancer
Selfies)
6. Set-up teams to create responses quickly@lindzeiy @precedentcomms #precsem
35. Selfies spark cyberbullying
Google offers charity tech grants
Experts claim selfies are causing confidence
problems in teenagers, which is leading to
record cases of reported depression and
even attempted suicide.
Young people are using the trend of taking
photos of themselves to seek approval from
their peers.
Google CEO Eric Schmidt announced at the
MIT Technology Summit an extension to the
Google Grants scheme.
The new scheme calls for proposals from
charities who want to incorporate new
technology into supporting and furthering
their cause.
Oz brothers spark global viral trend with #babyme
Millions are rushing to copy brothers Mark
and Andrew Cohen from Brisbane, Australia
in what’s being referred to as the #babyme
phenomenon
Fastest trend to spread online
The copycats so far
Trend reaches Korea in 12 hours
Celebrities #babyme too
Comparing #babyme with past memes
36. NEED TO ACT SOON?
CUSTOMISE
For the user and the device context
@lindzeiy @precedentcomms #precsem
44. • Tesco bank – trend of people doing more on
mobile
45.
46. Mobile and tablet visitors to the
main Oxfam website have increased
by 124% and 45%.
Donations from those
devices have increased by
50 per cent in one year.
47.
48. Customise for the user and the device
context
IN SUMMARY
1. Learn to read the data (Target)
2. Change the mobile homepage in a pinch (DEC)
3. Tailor functions to real life needs (Perth and
Starbucks)
4. Tackle misunderstandings head-on (Anthony
Nolan)
5. Buck trends to uncover new markets (Tesco)
@lindzeiy @precedentcomms #precsem
49. Selfies spark cyberbullying
Google offers charity tech grants
Experts claim selfies are causing confidence
problems in teenagers, which is leading to
record cases of reported depression and
even attempted suicide.
Young people are using the trend of taking
photos of themselves to seek approval from
their peers.
Google CEO Eric Schmidt announced at the
MIT Technology Summit an extension to the
Google Grants scheme.
The new scheme calls for proposals from
charities who want to incorporate new
technology into supporting and furthering
their cause.
Oz brothers spark global viral trend with #babyme
Millions are rushing to copy brothers Mark
and Andrew Cohen from Brisbane, Australia
in what’s being referred to as the #babyme
phenomenon
Fastest trend to spread online
The copycats so far
Trend reaches Korea in 12 hours
Celebrities #babyme too
Comparing #babyme with past memes
50. NEED TO ACT WITHIN THE YEAR?
CREATE
Build entirely new online services and
offerings
@lindzeiy @precedentcomms #precsem
51.
52.
53.
54.
55.
56.
57.
58.
59.
60.
61.
62.
63.
64.
65.
66.
67. Build entirely new online services and
offerings
IN SUMMARY
1. Don’t assume you’ll always be on top (iTunes)
2. Blend automation with engagement (McDonald's)
3. Eliminate barriers with real life (Cardiff University)
4. Adapt to changes in preferences (Parkinson’s)
5. Anticipate new tech (Moto and Hendersons)
6. Use tech to solve logistics problems (Beacons)
@lindzeiy @precedentcomms #precsem
68. Selfies spark cyberbullying
Google offers charity tech grants
Experts claim selfies are causing confidence
problems in teenagers, which is leading to
record cases of reported depression and
even attempted suicide.
Young people are using the trend of taking
photos of themselves to seek approval from
their peers.
Google CEO Eric Schmidt announced at the
MIT Technology Summit an extension to the
Google Grants scheme.
The new scheme calls for proposals from
charities who want to incorporate new
technology into supporting and furthering
their cause.
Oz brothers spark global viral trend with #babyme
Millions are rushing to copy brothers Mark
and Andrew Cohen from Brisbane, Australia
in what’s being referred to as the #babyme
phenomenon
Fastest trend to spread online
The copycats so far
Trend reaches Korea in 12 hours
Celebrities #babyme too
Comparing #babyme with past memes
72. WAYS TO REACT: THE TACTICS
Communica
te
Customis
e
Create
Digital assets
Personalised
experiences
Device context
Online services
Community
engagement
@lindzeiy @precedentcomms #precsem
73. TACTICS FROM YOUR STRATEGY
Conten
t
strateg
y
Mobile
strateg
y
Customer
experienc
e
strategy
Personalisatio
n strategy
Social
media
strategy
Digital
assets
Device
context
Online
services
Personalised
experiences
Community
engageme
nt
@lindzeiy @precedentcomms #precsem
80. Visit the CharityComms website to view
slides from our past events, see what events
we have coming up and to check out what
else we do.
www.charitycomms.org.uk
Hinweis der Redaktion
MARK
LINDZ
Specific channel and device breakdowns are quite interesting, with mobile and tablet visitors to the main Oxfam website up significantly year on year (124 per cent and 45 per cent respectively), and donations from those devices both up over 50 per cent from this time last year as well.
In our online shop, we are now seeing over one third of all visitors coming via tablet and mobile – it’s around 35 per cent on weekdays and rises to over 40 per cent at weekends. Of those, the majority are from tablets and while average transaction values on desktops and phones are fairly similar, tablet users spend an average of £3 more per order. Mobile revenue is up 207 per cent on last year and we expect this to rise still further when our shop site becomes fully mobile-optimised later this summer. Interestingly we see the opposite trend for donations, where mobiles have a significantly lower average gift value than desktops as well as a much lower conversion rate.
Digital and mobile are particularly important during an emergency, and we saw this in particular during the Philippines crisis response last year. At that time mobile device usage (phones and tablets) was considerably higher in terms of both traffic and donations, and we are increasingly seeing that people are more inclined to engage on these devices when there’s a lot of media coverage or a sense of urgency. Having our on-site, mobile and acquisition activity ready to go in advance of an emergency is therefore a hugely important part of our work as a digital team.
Specific channel and device breakdowns are quite interesting, with mobile and tablet visitors to the main Oxfam website up significantly year on year (124 per cent and 45 per cent respectively), and donations from those devices both up over 50 per cent from this time last year as well.
In our online shop, we are now seeing over one third of all visitors coming via tablet and mobile – it’s around 35 per cent on weekdays and rises to over 40 per cent at weekends. Of those, the majority are from tablets and while average transaction values on desktops and phones are fairly similar, tablet users spend an average of £3 more per order. Mobile revenue is up 207 per cent on last year and we expect this to rise still further when our shop site becomes fully mobile-optimised later this summer. Interestingly we see the opposite trend for donations, where mobiles have a significantly lower average gift value than desktops as well as a much lower conversion rate.
Digital and mobile are particularly important during an emergency, and we saw this in particular during the Philippines crisis response last year. At that time mobile device usage (phones and tablets) was considerably higher in terms of both traffic and donations, and we are increasingly seeing that people are more inclined to engage on these devices when there’s a lot of media coverage or a sense of urgency. Having our on-site, mobile and acquisition activity ready to go in advance of an emergency is therefore a hugely important part of our work as a digital team.