Social media and supporter loyalty and retentionMAY 2016

WHY DO WE NEED

LOYAL SUPPORTERS?

2

3

91% of online adults use social media regularly

80% of consumers say they are more likely to

try new things based on a suggestion by a friend

on social media

Source: https://zephoria.com/wp-content/uploads/2013/03/social-media-stats.png

4

Why do we need loyal supporters?

5

HOW CAN SOCIAL HELP

TOWARDS BRAND /

SUPPORTER LOYALTY?

Why should we bother? Is it worth it?

6

Social is a free way to engage

and reach supporters

The smallest interaction can

mean a lot, and build advocacy

Allows us to interact

directly with supporters, in

real time

What could it look like for charities?

7

“I asked about how I could fundraise, &

they tweeted me straight back ”

“I just love the way I can read stories about the people

they help – so inspiring.”

“I wasn’t sure about something I’d read about

them so I asked on Facebook and they got

back quickly, with a really helpful blog to

read about the issue.”

What does it look like for CRUK?

8

Reaching these supporters on social media

9

• Organic posts across your social channels, sharing content regularly, that is engaging

• Pay to reach the people you want to engage –and if you can, use your database to create a strong supporter journey

• Use influencers to spread the word for you –their support can give their fans a reason to support you and help drive loyalty for you

TOP 10 TIPS!

10

1) Make your social presence useful for supporters

11

ADD PICTURE

1. BE USEFUL TO SUPPORTERS

2) Respond and engage

12

ADD PICTURE

2. RESPOND AND ENGAGE

3) Be transparent

13

ADD PICTURE

3. BE

TRANSPARENT

4) Get to know your audience

14

ADD PICTURE

4. GET TO KNOW

YOUR AUDIENCE

5) Show your personality

15

ADD PICTURE

5. SHOW YOUR

PERSONALITY

6) Be a source of reliable (and interesting) information

16

ADD PICTURE

6. BE A SOURCE OF RELIABLE INFORMATION

17

7. USE BRAND ADVOCATES

8) React

18

ADD PICTURE

8. BE, AND SHOW, YOU’RE REACTIVE

9) Use the social channels in the way supporters expect

19

ADD PICTURE

9. CHANNEL-LED APPROACH

10) Commit to authenticity

20

ADD PICTURE

10. COMMIT TO AUTHENTICITY

Round up…

21

1. Be useful to supporters2. Respond and engage3. Be transparent4. Get to know your audience5. Show your personality 6. Be a source of reliable information7. Build your reputation8. Be, and show, you’re reactive9. Take a channel-led approach10. Commit to authenticity

• Supporter loyalty isn’t just about conversions – social is a great way to engage with supporters and encourage them to find out more about the wider work of your charity

• It’s not all about the big campaigns – day to day community management is really important to engage people on regular, daily

• Watch your responses – you may just be helping / advising one person but there’s always the potential that this will be seen by other potential supporters

• Rewarding loyalty – this is much more difficult as a charity as we’re not offering products, so content is so important to build that loyal fan base

Other considerations

22

THANK YOU!