ESSAYS
ALICE MORE O’FERRALL, SOCIAL MEDIA MANAGER AT WWF UK
What does an average day look like as Social Media Manager at WWF UK? ALICE MORE O’FERRALL: An average day? I’m sure most social media professionals will agree there’s no such thing! My days generally consist of a mixture
of research, strategy development, scheduling and most of all inspiring action. I begin by scanning the media for stories that will resonate with our supporters to inform, engage and, hopefully, entertain on the subjects we’re passionate about—climate change, wildlife, rivers, forests, oceans and sustainable living. I’ll then review the content for the day across all our channels and catch up with colleagues from our media, online and supporter care teams to ensure we are aware of any key issues arising that day. The rest of the day is often spent on forward planning, monitoring trends, analysing results and testing content. It’s usually very busy and very rewarding.
WWF UK promotes content across multiple social platforms. Which ones work best for you and why? AMO: Like most organisations, there’s not one social platform that meets all of our needs. We find that Facebook converts really well for people taking action by donating, signing a petition, taking on a Team Panda endurance challenge and engaging with our content. Twitter is all about connecting with the real world— influencing and reaching out to people to raise awareness of the work we do. We’re just starting out on Instagram and aspire to be like NatGeo or Jamie Oliver, who we really admire on this channel. Our Pinterest account followers are a fabulous community and we are working on plans to improve our two-way conversations.
Can you tell us a little bit about the #EndangeredEmoji Twitter campaign? How did the idea come about and what impact did you see? AMO: We’re always searching for new and
exciting ways to engage with people so we’re really proud of #EndangeredEmoji. People often ask how they can make a difference in their everyday life so we wanted to tap into something people already do. Emoji are becoming more popular every day. Seventeen characters in the emoji alphabet represent endangered species, so seeking to translate the popularity of these characters into vital funds seemed like a great idea and so far we’re really pleased with the reaction. #EndangeredEmoji is a network wide
campaign, so our colleagues around the world are sharing the campaign with their followers on Twitter, helping to inspire thousands of people to get involved.
How does user-generated content fit into your overall marketing mix? AMO: One of my favourite things about social media is how easy it is to interact with our supporters and see how they interpret our campaigns. At WWF UK user-generated activity is usually campaign specific and peaks during events like Wear it Wild or Earth Hour. Generally, the majority of our content comes from our network offices out in the field and the vast knowledge and experience of our WWF experts. Having said that, user-generated
content was crucial for Wear it Wild. Our supporters were so enthusiastic about showing their wild side to help protect precious species that our streams were filled with their animal print creations. The campaign worked because it was irresistibly shareable. Our supporters helped #WearItWild reach over 80 million timelines and this amplification took the campaign to the next level by inspiring people outside the UK to take part in the event.
If you had to pick one, what’s been your best social media campaign for WWF UK? AMO: Our campaign to #SaveForests is
my current favourite. The campaign aims to galvanise support online to influence decision makers to close loopholes in the law that allow illegally and unsustainably sourced wood to enter the UK. Using a really strong social strategy in conjunction with other digital marketing tools, we’ve had the biggest ever response to a petition in the history of WWF UK!
What are some of the challenges for you and WWF UK across social media? AMO: We’ve seen fantastic growth across our social media channels—over 500 per cent in two years, which equates to over a million followers. The challenge now is ensuring we’re really connecting with our audience, listening to their needs and influencing decisions and actions at the right level so people feel they are making a difference. It’s too easy to get shut off from the real world when you’re active in the digital world. We play out our lives through our digital connections, so being real and sociable is central to all we do. This does take time, however we feel it’s worth the investment.
Is there anything else you’d like to tell us about WWF UK’s digital marketing strategy? AMO: We love the new auto-play video feature in Facebook and have seen huge engagement from our audience when posting camera trap footage of leopards and tigers in their natural habitat. We were also very excited to be the first charity to use Periscope! It was the perfect way to share the energy and excitement of the Brighton marathon with our followers who couldn’t join us on the day.
The thing I always tell my colleagues
here is that social media is a new(ish) way to do an old thing: communicate. That’s what we love doing and will continue to do with our social and digital strategy at WWF UK.
WWFUK.org
47 issue 26 november 2015
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