# 9 ways to get people to drive social conversation about your charity

- Link: https://fundraising.co.uk/2015/08/19/9-ways-to-get-people-to-drive-social-conversation-about-your-charity/
- Published: 2015-08-19T07:20:22+01:00
- Author: Howard Lake

**We’re told to produce more content to get more people to find our organisation
online and to interact with what we do. Organisations spend a lot of time and effort
on ‘content marketing’ and promoting that content online.**

This slide presentation from [We Are Social](http://wearesocial.net/) suggests those
approaches are looking at the solution from the wrong angle. Instead of driving 
more impressions, we should focus on making more of an impression. Simon Kemp argues
that “success in social media is all about inspiring favourable conversations”.

So far that might sound familiar from plenty of social media seminars or conference
sessions you have sat through.

## Advertisement

But Kemp’s presentation (which he gave last month at AdtechASEAN) includes nine 
useful observations about how people are using social channels and how some successful
brands are following that and adjusting their use of social media appropriately.

The examples are all commercial sector, but they can be applied to charities and
campaign organisations.

The ideas cover:

• products (and how people share their experience of them e.g. photos of cups of
coffee and food, unboxing videos of tech gadgets);

• adverts (expect people to use multiple screens when viewing your adverts – design
your adverts to be shareable or to invite sharing)

• packaging (entertaining or informative packaging is eminently shareable – have
you noticed how innocent’s quirky packaging messages get shared so much?)

• customer service (people love to share positive and exceptional customer service
experiences)

There is more, and some are more relevant to charities than others.

But they all should give fundraisers pause for thought – this is how many people
are using social media. How can you make effective use of these trends to support
and enhance your fundraising?

 

** We Are Social Presents The Social Marketing Mix ** from **Kepios**

If you want to jump to the idea examples then head to slide 30.

Thank you to [Paul de Gregorio](http://degregoriopaul.blogspot.co.uk/) for spotting
this slidedeck.

 * **[Compassion goes viral](https://fundraising.co.uk/2015/09/09/compassion-goes-viral/)**(
   9 September 2015)
 * **[Graphic Traffic course inspires a podcast interview](https://fundraising.co.uk/2015/11/13/graphic-traffic-course-inspires-a-podcast-interview/)**(
   13 November 2015)
 * **[#SecretSantaSacrifice raises funds for Age UK](https://fundraising.co.uk/2015/12/22/secretsantasacrifice-raises-funds-for-age-uk/)**(
   22 December 2015)