Social on a shoestring | Small charities communications conference | 12 July 2017
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The document outlines the significance of social media for charities, emphasizing the need to integrate social strategies into existing objectives and audience engagement. It discusses the ingredients for successful social media, including understanding the audience, creating compelling content, and utilizing various platforms and tools for effective communication. The importance of measuring social media ROI and aligning it with overall marketing strategies is also highlighted.
Social on a shoestring | Small charities communications conference | 12 July 2017
- 1. Social media on a shoestring Sushi Juggapah, digital content editor CharityComms @sushi_juggapah
- 2. What we’re going to cover today * About CharityComms * Why social? * The ingredients for successful social * What you use * Social ROI
- 3. What is CharityComms? * Events * Knowledge Hub * Professional development * Networking * Resources
- 4. What can social help you achieve? * Showcasing creative content * Targeted advertising (doesn’t have to be expensive!) * Social listening * Conversation with supporters
- 5. Why social? How do you fit a social media strategy into everything you already have to do? You don’t build a new strategy – you integrate. Your objectives Your purpose Your audience
- 6. Why social? Your audience * do they use social? Your campaign objectives * could they benefit from social? Your purpose * why are you doing this? Your objectives Your purpose Your audience Your opportunity on social
- 7. Why social? What are you trying to achieve? Why are you doing this? Who are you talking to?
- 8. An example Encourage them to check their boobs Stamping out late detection and misdiagnosis of breast cancer Uni student, millennials
- 9. Coppafeel!
- 10. What is it doing right? * Talking to (and like) its audience * Hijacking conversations to engage target audience * Reinforcing core message of the organisation * All topped off with a great tone of voice!
- 11. Over to you What are the opportunities for social at your organisation? Your objectives Your purpose Your audience
- 12. The ingredients for successful social
- 13. Your objectives * What do you want to achieve? * Why are you doing this? * Will social help you achieve this? Consider your purpose and how these objectives link back
- 14. A defined audience * Who are you talking to? Don’t forget, you are not your target audience?
- 15. Good content and stories * Key messages * Case studies * Compelling figures * Making it work for the channel (visual, human, impact or action-led) * Tone of voice for social
- 16. Good content and stories NHS Blood and Transplant “...it has become a never ending cycle of amazing content. If you listen people will respond – it's that simple” Melissa Thermidor, social media manager, NHS Blood and Transplant
- 17. Content sources * Interactive – GIFs, videos, photos * News stories * Links to instant articles * Petitions Image manipulation: Canva, Gimp, Picmonkey Free images: Pexels, Pixabay, CC image search Video: Microsoft Movie Maker & your smartphone Infographics: Piktochart (£), Infogram (£) “In five years, most of Facebook will be video” Mark Zuckerberg, CEO, Facebook
- 18. Hooks * Aligned to the news agenda * Planned events * Fundraising activity * Launches * Competitions
- 19. Over to you Can you identify these ingredients in your orgs for social? What’s missing? What do you need to work on? Goodcontentandstories •Content your audience wants to see Yourobjectives •What do you want to achieve? Newshooks • News • Planned events
- 20. What you use
- 22. Management tools Hootsuite (£) Sprout Social (£) Buffer (£) Tweetdeck Followerwonk (£) BuzzSumo (£) Keyhole (£) Iconosquare (£)
- 23. Content planners Planners can help: * organise your time * give an overview of content * manage requests * highlight strengths and weaknesses
- 24. Measuring ROI on social Back to objectives – how do you want to demonstrate success? Think about answering a question Set up Google Analytics to support measurement
- 25. Measuring ROI on social How many people who signed our petition saw it on social media? Other examples: conversion donation value reach (quantitative and qualitative)
- 26. Holistic digital marketing 3.5 billion = Google searches every day 313 million = monthly active Twitter users Amp your success by tying in email and SEO marketing to social The average order value of an email is at least three times higher than that of social media. – McKinsey
- 27. Thanks for having me! Any questions? [email protected] @sushi_juggapah charitycomms.org.uk @CharityComms
- 28. Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
- 29. 12 July 2017 London #CCsmallcharity Small charities communications conference