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The National Trust for Scotland: Engaging with multiple audiences through social media
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The National Trust for Scotland: Engaging with multiple audiences through social media

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These slides formed part of a workshop presented by Adam Coulson, Digital Marketing Executive at the National Trust for Scotland at Social Media for Social Good in Glasgow on 17 May 2013. …

These slides formed part of a workshop presented by Adam Coulson, Digital Marketing Executive at the National Trust for Scotland at Social Media for Social Good in Glasgow on 17 May 2013.

A blog post entitled "Cutting through the noise" accompanies the workshop and can be viewed on the Guardian's Voluntary Sector Network at http://www.guardian.co.uk/voluntary-sector-network/2013/may/15/digital-tools-tell-story

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  • 1. The National Trust for ScotlandEngaging with multipleaudiences though social media@N_T_S | @CoulsonAJAdam Coulson, Digital Marketing Executivents.org.uk | facebook.com/nationaltrustforscotland
  • 2. The National Trust for Scotland#begoodbesocial – Friday 17 May 2013IntroductionNTS Social Media StrategyEngaging with Multiple AudiencesThe Girl Effect – the power of simple messagingFacebook - lessons learnedOver to you - inspiration & ideasCase study: One Wee StepCase study: EasterQuestions
  • 3. Our strategic aim is to build credible & long-lasting relationships throughincreased digital engagement by:• Growing our presence on social media platforms• Generating new membership recruits via Facebook• Engaging with our online audiences through consistent communication• Managing brand sentiment & preventing reputational damage online• Supporting our properties in delivering their own social media channelsthrough training & help with content creation• Assisting & monitoring property social media to protect our brand online.Have a plan, but be flexible
  • 4. Our audience(s)Parents & Families>‘Weans in Wellies’>‘Bairns in Buggies’‘Time-rich explorers’DonorsWalkersVolunteersArchaeologistsHorticulturalistsSchoolsStaff etc …
  • 5. Our audience(s)Consistent Tone:Using a consistent toneof voice were able tobring many messagestogether under onebrand voice andpromote wider issuesimportant to maintainingScotland’s heritage
  • 6. girl effectThe importance of tone
  • 7. Facebook Lessons Learned…Facebook Insights -wading through stats…‘people saw this post’offers a benchmark tomeasure the success ofyour posts
  • 8. Make your post:• Timely• Relevant• Shareable (make people want totell their friends), ie:• Useful• InterestingRemember to:• Include images or video• Ask a question• Stimulate feedback/commentWhat worked?
  • 9. What didn’t?Some posts don’t work:• Good time of day for your followers?• Can you focus messages geographically?• Would local channels be more targeted?• Use Insights to learn what content yourfollowers don’t like
  • 10. Sometimes, you justdon’t know…Try different ideas:• The concept of escape...• Iconic locations & landscapes• How can you use this to engage withyour audiences?Content ideas:• Your organisation’s heritage• Customer/Staff/Volunteer stories• Advocacy (share news aboutyour cause)
  • 11. Over to you!Come up with 2 ideas for your organisation:1. Define your audience segments2. Match your audience segments to content most relevantto their goals:- Heritage (Your Orgs’ History)- Staff, Customer or Volunteer stories- Advocacy (Your cause)
  • 12. Raising awareness of the Footpath Fund & our countryside conservation work:One Wee Step - http://youtu.be/-Pg7iznvNBk
  • 13. Old Boots - Vinehttps://vine.co/v/bFwmhEpMAaWWe appealed for donations -100 pairs of old, worn walkingboots - which were used tocreate a unique billboard advert.We used Vine to let peopleknow how they could help.• Boots sent from USA• Boots from summit of Everest• Cold, wet boots from Glencoe• All good social media stories
  • 14. Cadbury Easter Egg Trail
  • 15. Don’t be afraid to ask for support
  • 16. Bufferapp.comTo save time, we use bufferapp.com for easy social media scheduling & analytics
  • 17. The National Trust for ScotlandQuestions?Follow @N_T_S | @CoulsonAJAdam Coulson, Digital Marketing Executivents.org.uk | facebook.com/nationaltrustforscotland