Cancer Research UK and social media – an innovative alliance

The #nomakeupselfie campaign has helped to raise more than £8m for Cancer Research UK. This money will fund 10 clinical trials, an astonishing achievement.

Many articles have commented on just why the campaign was so successful, from its mobile nature to the emotional triggers pulled by shared photographs.

What hasn’t been covered is just how Cancer Research UK dealt with such a large amount of social action. How does the team to react and capitalise on what some may think amounts to a black swan event?

I spoke to Aaron Eccles, senior social media manager at Cancer Research UK and asked him about the campaign. Here’s what I learned.

The team

There’s a core social team of four or five people with community management run in shifts. Crucially, there’s a rota for out-of-hours, too.

The #nomakeupselfie trend was noticed late one evening and the team jumped on it, making sure they were front of mind early on. This helped to clear up some of the confusion around what charitable activity the selfies were encouraging, as some of the early social activity didn’t specify a charity or a way to donate.

The community management shifts are undertaken by senior exec level staff or higher, so the team is well skilled in responding appropriately to a range of questions.

If unsure about what response to give, there’s an email address to solicit advice from colleagues across the team. As is best practice for responding on social media, the team is encouraged to acknowledge direct questions even if an answer may be delayed. Out of hours, the team can confidently let users know that a question will be looked into and a conversation picked up again in the morning.

Audience led activity

The community management team try to be audience led. For example, there may be a storyline on a soap opera involving cancer.

Noticing these kinds of trends allows the team to work more on the front foot, making sure they are visible around topical conversations.

Cancer Research UK will be asked questions around the subject matter and they will respond, often directing the majority of enquiries to information already available on its website.

The Cancer Research UK website has plentiful content on a range of issues. Audience questions are often recurring, hitting subjects that have been discussed or detailed on site already. That means the job of the social team is often to educate users with information already available.

Most of the early questions around #nomakeupselfie asked of Cancer Research UK were ‘Is it your campaign?’ That leads us on to the next point.

Agile content formats

It can be slow adding new content to the website, getting approval and creating the pages. So, the blog team often writes a post up quickly, answering some key questions that are asked repeatedly on social media, such as questions about #nomakeupselfie.

Q&A patterns emerge, such as people asking how the money from the selfie campaign is being spent. These questions are answered, see this blog post as example, and even represented in a FAQ format.

Involving the marketing team

The vast public response was unexpected by the Cancer Research UK team, and they were caught unawares, as the campaign was not theirs.

After meeting with the broader marketing team to discuss how to best respond and capitalise on the trend, several decisions were taken. Among these, for example, was making sure that search share was taken by using PPC.

Reacting quickly

On seeing that too much traffic to the Cancer Research donations page was preventing people from donating, the team decided to push some people towards the charity’s JustGiving page, as well as to text donations.

Mobile becomes integral

In the end, the majority of the donations were given via mobile, by text message.

The mobile nature of the phenomenon has been documented already. It’s a key trend for charities, not only can donations be made by mobile (that’s not necessarily new) but content is increasingly consumed on phones, and social interaction takes place there.

The ability for photographs, sharing, nominations and donations to be managed by a smartphone is something that the team expect to continue to greatly influence charitable giving.

Social network use and demographics

Twitter is useful to the team because it is so responsive. #nomakeupselfie was first spotted here, almost in real-time.

Facebook is the most successful social network for Cancer Research UK, through scale and demographics. Generally, an older demographic donates to charity than that which uses Instagram, for example.

Having said that, in the event of such a popular campaign, the charity found there were indeed many donations from Instagram users, as young people were reached and affected by the cause.

Dealing with negativity

Fighting fires is something that isn’t as much as an issue as one might think. As previously suggested, there are many responses already signed off for persistent questions.  Many questions asked on the back of #nomakeupselfie were already familiar, for example a small group of people suggesting cannabis is a cure that is being ignored.

Again, if the team felt that a response was necessary, when asked a question, they could direct the person to content already on site.

Mostly, the sentiment around this campaign was so positive that the public did the fire fighting, making clear to negative commenters that the campaign was positive and not the place for cynicism.

Nominations key to amplification

Celebrities played a big part in getting press coverage for the selfies. However, the key to the enormous number of donations and the sizeable amplification on social was nominations. The fact that social media users were tagging friends and encouraging a chain reaction of donations was more important than any other dynamic.

13 Sales Stats That Unveil What’s Influencing Purchasing Decisions

The top factor driving purchasing decision (56%) is product quality. (Tweet This Stat!)

The most important store features driving purchasing decision (80%) is competitive pricing. (Tweet This Stat!)

62% of shoppers research big-ticket items in-store before buying online. (Tweet This Stat!)

9 out of 10 users say they watch videos about the tech products they may buy. (Tweet This Stat!)

The most shopped for item on smartphones is electronics (64%). (Tweet This Stat!)

54% of shoppers are smartphone owners. (Tweet This Stat!)

76% of those who own smartphones use them while shopping. (Tweet This Stat!)

50% of consumers use smartphones while shopping to check prices, promotions, product reviews, or product information. (Tweet This Stat!)

81% say posts from their friends directly influenced their purchasing decision. (Tweet This Stat!)

30% are most likely to respond to brand offers when they have been reposted by a friend. (Tweet This Stat!)

38% of moms are more likely than other women to purchase from brands they “Like” on Facebook. (Tweet This Stat!)

44% of people are most likely to engaged with branded content that contains pictures. (Tweet This Stat!)

40% of people are most likely to engage with branded content that contains videos. (Tweet This Stat!)
How do these statistics influence your selling strategy?

What Social Networks Work Best For E-commerce?

From Hubspot

As inbound marketers, we know that you should always make decisions on data. Ideally, the data is our own – we track our efforts and the sales and customer value that we generate. However, sometimes it’s useful to discover new opportunities to explore by looking at what’s driving success for the ecommerce industry as a whole.

The awesome research team at Shopify put together this awesome infographic, analyzing 37 million visits from the social networking websites and collecting data from 529,000 orders (making it one of the few studies on this topic with a decent sample size and statistical significance)

Key Takeaways

Driving traffic and sales is an important metric for measuring your effectiveness in social media. There are, of course, other applications of social media – such as customer service and positively influencing SEO. However, knowing which networks drive traffic that turns directly into sales will help you know what networks may be worth engaging in more proactively.

What would be an interesting expansion in this study would be to break the sales down by the type of content marketers are sharing in each network. Obviously, the highly visual networks are going to rely heavily on whether or not an image is included. It would be interesting to break this data down into marketers sharing coupons, educational content, social proof, contests, simple product detail pages, etc. We know from survey and anecdotal evidence that just spamming product detail pages, for example, isn’t the best way to drive sales and that educational or social-proof content is more likely to drive traffic.

Facebook Dominates Traffic

It makes sense, given Facebook’s massive size and dominance in overall share of social media users, that Facebook would have a significant share of the traffic. Facebook has an extremely sticky user interface, making it more active than “idle browsing” sites like Pinterest.

It seems unlikely, even given the reported nervousness by Facebook’s executives that they’re becoming un-cool to the next generation, that ecommerce marketers will be able to ignore this channel. Even given Facebook’s increasing costs based on the lower organic engagement they’re allowing, sales from Facebook grew 129% last year and ecommerce marketers will need to continue to be heavily engaged on Facebook.

Visual Networks Drive The Highest Average Order Values

Pinterest, Polyvore, Instagram, are all primarily image-based social networks – and take the top three spots for Average Order Value (AOV). Effective photography and imagery has long been known as a driving force in increasing ecommerce conversions, and even on social media sites that aren’t exclusively image-based (like Facebook and Twitter), posts that include images tend to get much more engagement.

Ecommerce marketers should not only be engaged with these image-centric social sites, but should invest in creating and testing conversion-oriented images to share in social media. If necessary, hire freelancers to help you.

Lifestyle Brands Perform Well In Social Media

Social media is an emotional medium by its nature. Because of that, ecommerce websites that lend themselves to emotional purchasing decisions (such as antiques, fashion, gadgets, health, etc.) tend to perform very well in social media.

Social media is a great venue for communicating stories rather than crafting and communicating logical persuasive arguments. Lifestyle brands are doing well by doubling down on social media, and even brands that haven’t considered themselves lifestyle brands in the past may want to consider positioning their products in social media from the perspective of their impact on the lives of their customers in order to maximize engagement and conversions.

social-growth-shopify-667px

This infographic was originally published on the Shopify website.

What social networks have you seen the most value from?