inspirational instagram campaigns from wateraid. content marketing conference, 16 april 2015
TRANSCRIPT
WaterAid on Instagram
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‘The impact photos have is really hard to underestimate. It makes everything much more immediate and is a great way for people to connect with what we do.’
The Early Days (or, What Not to Do!)
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Discovering what works and running with it
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Discovering what works and running with it
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The power of #everyday #everywhere
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Image Quality
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Image Quality: why it’s important
Instagram is its own platform, and should be treated differently to other platforms
It’s visually led, so every image you share on it should be curated carefully
As it get’s bigger and gains more users this is even more important
Don’t just pump out the same content as on every other channel
Let the picture tell the story
Captions are important too, but people won’t stop to read them without a great shot!
Why is this slide less interesting to look at? You guessed it, because there’s no photo!
Tell a good story
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And keep telling it
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Until people notice
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Integrating Instagram
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20 ways ... milk an opportunity
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20 ways ... milk an opportunity
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Relating your content to the world around it
https://instagram.com/p/kZqhYQNq9-/?taken-by=wateraid
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Know your audience (at least a bit)
Getting noticed by Instagram
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Getting noticed by Instagram
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Being a good Instagram ‘Community
Member’ https://instagram.com/p/kzJrv8Nq4Q/
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Ultimate recognition! The suggested user list
Measuring your progress
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Mobilise your networks
Many of your supporters will already be on Instagram
Photographers that you work with will be on Instagram
When commissioning a photographer brief in some Instagram
shots
Host an insta-meet to get people involved irl
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Internal Recognition: the Growing Importance of Instagram
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SMS welcome test: we are testing communicating with new regular givers via the
channel by which they were recruited. So, for example, if someone responded to a
TV ad by text message, we are sending them stewardship content by SMS for the
first 6 months of their regular giving journey:
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To our Mobilise supporters: these are people who give £3 a month to
WaterAid via their mobile phones and each month, we send them
stewardship/engagement content.
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To our SMS cash prospects: people who have or haven’t given a financial gift to
WaterAid previously but who have only communicated with us via SMS. We send them SMS cash
asks.
‘Help save children like Salvadore today: http://goo.gl/5Xgz67 Text WATER to 70500 & give £5 to WaterAid. Reply OUT to end free msgs’.
Pitfalls of success? Imitation / flattery
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What’s left to do? Our future plans
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Our first ever instameet! Mini-meets at GlastonburyMore take-overs Managing supporter accounts better
Content marketing: planning, creating and
distributing content that adds
value
Conference
16 April 2015
London
#CharityContent
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