More than half of traffic to JustGiving (and your website) comes from mobile and tablet devices. In this presentation we share our experience of going mobile and responsive and give you plenty of tips to follow to make sure your content is great for mobile. Facebook also share their best practices on being social on mobile - because being mobile means being social. And by learning how social content works on mobile, you will help your organisation reach more people.

1. Going mobile, being social –
lessons from Facebook and
JustGiving
Lynn Sutton
Non Profit Lead – EMEA
Facebook.com/business
Jonathan Waddingham
Social & Labs Product Manager @JustGiving
@jon_bedford
IoF National Convention July 2014

2. What we’ll cover
Facebook in the UK
Advertising and organic reach
JustGiving mobile stats
Optimising (mobile) sharing
Case studies
Q&A

3. Lynn Sutton
Non Profit Lead – EMEA

6. • Facebook is growing!
• Newsfeed is becoming more competitive
• Relevancy is key

7. • Know the content you are
competing against
• Focus on a few key messages
• Your fans are your advocates – use them!
• Leverage any celebrity endorsements
• Remember – not all feeds are created equal

8. 1. Set up a campaign to achieve your goals
2. Target the right audience
3. Create best practices for all types of
campaigns
4. Choose the right campaign bidding
5. Measure success

9. Smartphone usage in the UK
30.2%
50.9%
62.2%
2011 2012 2013
http://www.thinkwithgoogle.com/mobileplanet

10. Mobile and Tablet visits to JustGiving

11. Visits to JustGiving from mobile Facebook

12. Mobile Facebook has overtaken desktop Facebook

13. Ok, so why
does that
matter?

14. How would you sum
up your campaign in
a Facebook post?

15. Think about the content that people share
Title: needs to beeye
catching and includea
strong call to action
Description: needs to add
context, emotion and
urgency
URL:adds trust
Usegood images

16. Do the same for
Twitter

17. Includea call to action
Mention youraccount or relevant hashtag
UseTwitter cards to pull more information
into Twitter
More calls to action and context
Add trackingcodes to your URLs
Tweets are 140 character stories

18. Twitter cards
https://dev.twitter.com/docs/cards

19. Twitter cards pull more content onto Twitter

20. You can make tweets much more interesting

21. More clicks = win!

22. Add suggested accounts post tweet
https://about.twitter.com/resources/buttons#tweet

23. Why bother?
Pre-populated tweets have double the
click through rate (CTR)
Increased CTR on Twitter by >50% through
Twitter card integration
Structured Facebook shares have 2-3x CTR
of standard likes

24. Obsess about content
Why should people care?
What imagery do you have?
What’s the call to action?

29. Our mobile journey
Jan 2011 July 2012 October 2012

31. The impact of mobile optimisation

32. Mobile social sharing

33. Mobile users share more

34. “People want to give where they are”

35. Slacktivism is a myth

36. Slacktivism is a myth (especially on mobile)

37. Mobile
campaign
successes

38. #nomakeupselfie
www.facebook.com/cancerresearchuk

39. #nomakeupselfie
• Mobile first
• (charity second)
• SMS donations
• Shareable

40. #nomakeupselfie
http://bit.ly/JGselfie
30% of mobile & 26% of desktop donors shared their donation
The peak of 9,000 concurrent users was at 22.00 on Wednesday
500,000 visits from Facebook from over 11 million impressions in one day

41. Stephen Sutton

42. Stats behind the campaign
£2.7 million raised online, £1.5 m by SMS
9 m pageviews March-June, 1.7m peak day
43% mobile, 42% desktop, 16% tablet
33% of all traffic from Facebook sources
17% of all traffic from Facebook mobile
www.justgiving.com/Stephen-Sutton-TCT

43. Stats behind the campaign
www.justgiving.com/Stephen-Sutton-TCT

44. What you can learn from this?
Ask “what if” we go viral? Not “how do we go viral”
Make sure your operations team are available 24/7
Monitor social around the clock, be ready to take opportunities
Have SMS and mobile donation services ready
Make sure internal decision making can be quick when needed

45. Mobile usage
will only
increase

46. Mobile users
share more

47. Mobile is social,
social is mobile

48. Thanks!
Lynn Sutton
facebook.com/business
Jonathan Waddingham
@jon_bedford
blog.justgiving.com