adrian cockle's home on the range
Here are my notes from the Facebook for Good event back in early October. I’ve only just realised I hadn’t clicked the ‘publish’ button, so sorry about that.
They’re unpolished notes, tapped out in realtime as the speakers spoke. I offer them with no promises of accuracy.
~ade.
New languages created by users, not staff, within 24-48 hours of each localized site opening.
Expedited Farsi for Iranian elections.
Obama - facebook application to reach out to friends in key states.
Homepage takeover for election, but generally no editorial voice - totally neutral. Now doing this for all national elections.
Shared experiences - integration of live news feed with FB news feed. CNN Obama inauguration. 50% non-US users.
UK democracy page during UK elections broke news.
Haiti disaster relief.
Red Cross crisis data (get slide from ppt)
10 practical tips:
How to reach out to people suffering mental health issues currently not being reached. Old-fashioned NHS trust.
BWW for peer to peer support for people depresed. Online early intervention seice for ppl in psychological distress. Confidential, stigma free. 73% talk about an issue for the first time. Power based on anonymity, so how to fit NGO social media world?
Portals adapted to local PCTs, then leads through to main site.
Community based and led, safe - trained and supervised staff. Extensive risk assessment. Express feelings using writing on bricks in the wall with text and images.
Small groups work with trained guide - group therapy. Light touch from Wall Guides. Key to success?
Track friends’ activity and mood. Connecting with others seen as a route back to health.
Clilnical tests to self-diagnose, leads to suggestions, including medical intervention. Accessible language.
Also campaigns - violence against women, Time to Change. Govt strategy around work with veterans.
Interactive editor of Radio1, 1xtra and Asian network
Engage young people and their issues, drive new music.
Bullyproof - being confident and clever online.
Talk to partners about privacy settings. Celebrity confidence tips.
Presences on all big sites. Used video blog posts from most followed people on YT.
Let pee show their support - twibbons, badges, wallpapers etc etc.
Countdown to a high-impact moment - piece of video of celebs reciting Baz Luhrmann’s Sunscreen. 5.19pm is peak moment for young people to be online.
Facebook fan pages for charities. Quick, easy, sharing people’s experiences with each other and build communities.
Acts as an extension of your site. Good for SEO.
Build links with other media (e.g. Women’s magazines) across platforms.
Teach young audiences how to set privacy settings to closed.
Do moderated message boards, moderated and facilitated live chats 3 times per week.
Personal responses - critical and impactful.
Constant and careful moderation - especially of pro-anorexia sites.
Staff are CRB checked.
Statement promoting CEOP app to young people. http://apps.facebook.com/clickceop
Train young ambassadors on online safety and privacy issues. Need to stay on top of FB’s changes to default settings.
Q & A
Rewarding with recognition, not just autographs etc - quote of the week. Or opportunities for CV development - young ambassadors etc.
Jed at Oxfam - huge amount of effort up front to get social space going. Once community in place to self-moderate, and sometimes leave bad comments to allow community to address - they’ll look like an idiot. Ask self the question “What do we want the community to look like?”. Necessary to have incidents for community to react to / coalesce around.
Choose right issues/context - this improves the desired quality of response (D)
Scale - 500 million WW, 28 million UK
Dialogue - 2 way mass participation
Share - p2p and one to many
Tools: social plugins to integrate FB into your own site. Oxfam do, plus 2 million other sites.
Each time users interact, 5% of their friends see the action in their news feeds.
Engagement ads need a supporting facebook page.
Event ads, polls, video, Like.
Oxfam GB use a selection of all of them around climate change.
Social advocacy ads show which friends have engaged with ads - 68% lift in ad recall, 2x message awareness.
Rules of engagement:
(photo)
His favourite pages: M&S (great publishing strateg), Mother Nature (tampax) and Royal Opera House (deep engagement - early ticket sales etc)
Match spending on charity ads with homepage impressions. Also cheap ads through API:http://facebook.com/ads
6 people in team, work weekends too. Take turns to moderate.
Launched off of 125 year celebrations
70% female, 18-34: not core audience
News, product launches, offers, competitions
3 post per day maximum rule
Tabs: newsletter, discussions, planning applications
Dedicated team, but involve PR, customer services, legal, trading
Brand protection - must be “very M&S” - involves legal & customer service.
What works? TV ad, food posts, fashion posts inc photo albums
Encourage users to post their photos, e.g. Butterflies. Switch it on and off to prevent spam.
Plans to increase the fan base using ads on specific offers. Also reach out through unofficial groups and fan pages.
Case study on Oxfam and Plan A. One day wardrobe clear out. Event in FB.
Have discussion tab for users, but M&S don’t really use it themselves.
Leave negative feedback for other uses to address, but freedom of speech issue. Delete swearing and bullying.
Social media ethos means easier to be looser, but apologise if things go wrong. Relax and feel freer to take risks.
Team hold weekly meetings - keep it simple, don’t strategise long term
Don’t forget to put *everything* you do on FB - send message out to all staff and add to processes
Rob Blackie and Richard Appleton
2 million clicked the “I’ve voted” button.
Email - unsexy but effective, facebook going the same way.
Involve the audience - (photo)
Poll people, take it to the media, take media reports back to social group - empowers them and makes them feel they’re making a difference.
Steps have to be incredibly simple.
Turn “Like” into “Love” - less content of higher quality.
Be aware of context - timing of posts? Commuting, lunchtime? Lunchtime use means lower clicks, but higher action. Don’t want to be seen to be buying stuff at work.
Check what other people have done, and what’s worked well:
What do they do? What can we copy?
Integrate facebook into other channels - ‘Like’ buttons in emails.
Check CRM system for facebook users and target them? How?
Feedback on individual status updates e.g. “child benefit”
Test serious vs jokey - you might be surprised.
Media coverage - if you embed facebook engagement and content in coverage, can get links where normally media outlets aren’t that generous links.
Package up content for top key bloggers.
Tag status updates with other fan pages - it appears on their pages, e.g. Labour, Tory, lib dem.
DemocracyUK was Facebook funded project.
Josh@conversocial.com
Preferred Developer Consultants, Facebook Dev Garage http://conversocial.com
1. It starts with a conversation
85% of page engagement is in the newsfeed on users’ facebook homepage - not fan page!!
“Top news” based on algorithm, detects level of interest.
Experiment and listen. No golden rule around quantity, tone of voice.
Nespresso massive engagement. Post every couple of days, but always with a piece of content.
Compare to Nickolodeon - content is all “go and do this on the Nick site”. Tenth of engagement of Nespresso
2. Peope love people
If you’re not doing something social, probably not much point in doing it on Facebook.
User generated competitions are consistently most successful.
Swatch competition - on facebook, but can enter from lots of places on the web through fb connect.
Photos and manipulation work really well.
3. Supporters love to show it
Fans love you. Use that love.
Charitytext - charity short codes - 7XXXX
Frontline SMS - mobile in other parts of the world
OneGoal - world’s biggest petition for global primary education. 18 million, 6 million through texts.
Giffgaff - suggest new ways of o2 doing things, like pricing.
ThinkBig
Donors want to see where money goes. Andrew Mitchell at DFID - greater onus on transparency.
Trend away from monthly giving towards small, impulsive donations. CRUK allow donors to specify where money goes to.
OpenMind question box scheme in India and Uganda. Call or text questions on weather, illness etc. Record data and build up picture of what local residents need.
Making people feel their money is valuable.
Engaging content drives to action.
Message compose screen two presses away from whatever you’re doing - use short code donation, then able to show how money was spent.
http://icanhaz.com/connectJG
How JG is integrating with FB?
FB became number one source of traffic to JG in summer 2007, over google.
FB is most trafficked site on Xmas day in the US - 6% of all traffic. Do you have a plan? Is there a relevant ask?
46% referral traffic. 2% Twitter.
Ways of asking for donation on JG
Facebook connect and just giving
Share fact you’ve donated on FB.
20% of sponsors share their donation with FB connect
1.1 people come back per link shared.
Virtual gift £2. Being trialled with 10 charities.
Like buttons on charity profiles and fundraising pages.
What’s in the pipeline?
Activity feed recommendations plugins. See their friends’ and most popular content from that domain in that site.
Login with FB
JG APIs and facebook integration.
Open graph API integration - rich connection of data from FB to your site. E.g find out which of your fb friends are raising money, most popular charities among your friends. Need to be very sensitive to level of information shared though.
