converting facebook followers into campaigners james white, campaigns officer, guide dogs
TRANSCRIPT
Who am I?• Campaigns Officer at Guide Dogs since
February 2011
• Used to work in sales, so I like targets
• I attended Spark 2011, after which I started to think about creating a widget
• I am not a programmer!
The Campaign• Talking Buses
• Audio Visual next stop and final destination announcements on all buses across the UK (like on new trains, trams, London Buses etc)
• Campaign started in 2009
• Decided to focus on Norman Baker in March
What were we doing?
• We would post a message on Facebook about our Talking Buses Campaign.
• We were then asking people to leave Facebook and complete the following on our website…
Why wasn’t this working?• People would prefer not to leave the
comfort of Facebook.
• Even if they did, the form was fairly boring to look at, and there are lots of fields to fill in.
The case against• Cost?
• Most people on our Facebook page seem to just like cute dogs!
• Easy? Time to create? Not that many working examples to learn from
• I am a keen user of technology, but not technically minded
The case for• Not actually that expensive
• There were around 9,000 people who “Liked” our page on Facebook
• Overcomes the problem of people having to leave Facebook to take an action
• Eye catching/New/Shiny/Exciting
• Try anything once!
How did we do it? • Worked with our Social Media team and a
third party design company
• Quickly settled on a design
• Worked out which fields were vital to us
• Showed the design company how to access the Engaging Networks stylesheets.
• Job Done!
What to do with it…
• Very simple to add it on Facebook as a tab down the left hand navigation so it is there all the time
• Usual mentions in the Newsfeed
Spreading the word• @guidedogs included a bit.ly link in
Tweets about Talking Buses/party conferences etc
• Other charities placed it on their own Facebook pages – thanks to Whizz Kidz, Action for Blind People, Action on Hearing Loss and others.
Results (as of 14/10)
• 281 people have completed the widget in a couple of months.
• 247 were brand new (87%)
• 125 are happy to be contacted in future (44%)
Improvements?
• We haven’t used it as the landing page on Facebook (so it would be the first thing people would see).
Contact Details
• T: @tweetfromchaff
• M: 0755 443 8268
• E: [email protected]
• Facebook: Guide Dogs Campaigns
• Any questions?