Social media for leaders


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The presentation was a workshop at Evolve 2014: the annual event for the voluntary sector in London on Monday 16 June 2014.

The presentation was chaired by Karl Wilding, Director of Public Policy, NCVO and looks at how CEO use social media to help their charities, social media etiquette and two nonprofit CEO case studies.

Find out more about the Evolve Conference from NCVO:

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  • Social media for leaders

    1. 1. Workshops AM4: Social media for leaders Chair: Karl Wilding, Director of Public Policy, NCVO Speakers: Zoe Amar, Charity Marketing and Digital Communications Consultant Vicky Browning, Chief Executive, CharityComms Deborah Alsina, Chief Executive, Bowel Cancer UK
    2. 2. How charity CEOs can build a powerful social media presence ‘Leading the risk profession through delivery of education and life long learning’
    3. 3. ‘Leading the risk profession through delivery of education and life long learning’ • The Top 30 Charity CEOs on Social Media Awards reached 1.5 million people on Twitter • The #socialCEOs hashtag had 3.5 million impressions
    4. 4. What social media can do for you
    5. 5. What we’ll be looking at today • How can CEOs use social media to help their charities? • Examples of two nonprofit CEOs making the most of the main social media platforms and what we can learn from them • Social media etiquette and risks • Measuring success • How will I find the time?
    6. 6. Do’s and don’ts on social media DO: • Be yourself • Try things out • Listen as well as talk • Share ideas DON’T: • Spread yourself too thinly • Say anything you’d think twice about in real life
    7. 7. Characteristics of the top 30 CEOs on social media
    8. 8. Measuring your success • Set goals • Measure numbers of retweets, clicks on links and new followers using Bitly or Buffer • Keep an eye on the number of influencers connecting to you on social media
    9. 9. How can I use social media efficiently? • Decide what you want to achieve from it • Prioritise ruthlessly (including channels) • Use apps and check it on the go • Share what you’re doing with your organisation
    10. 10. Thanks for listening Zoe Amar MCIM Director, Zoe Amar Communications 077 644 98168 @zoeamar
    11. 11. Social media for leaders Vicky Browning Director, CharityComms @browning_vicky
    12. 12. 10 Cs of social media * CharityComms * A confession * Some cursing * A caveat * A caution * A chart * Some cats * Some comfort * A challenge * Collateral
    13. 13. About CharityComms Our vision Our vision is for effective and inspiring communications to be at the heart of every charity’s work for a better world. Our purpose We improve the standard of communications and champion its role in the sector. We represent, support, inspire, connect and inform our members and the wider charity communications community.
    14. 14. A confession I am a social media curmudgeon
    15. 15. Some cursing
    16. 16. A caveat Social media matters – get over it
    17. 17. A caution Social media is (just) another communications channel: normal rules apply What do you want to get out of using social media? * Who is your audience? * Where are they? * What do you need to say to them? * What do you want them to think, feel, do? * How will you measure how well it’s going?
    18. 18. A chart: the social media landscape
    19. 19. What the different social media channels are for
    20. 20. Some comfort It’s not as scary as you might think
    21. 21. A challenge Do some homework, take a deep breath and have a go
    22. 22. Collateral CharityComms’ Guide to Social Media for Charities; Techs, thugs and %*&$ing trolls CharityComms’ peer support scheme @CharityComms
    23. 23. Thanks for having me Vicky Browning Director, CharityComms @browning_vicky
    24. 24. Charity of the Year 2013/2014 What I’ve learned & gained from using social media! Evolve 2014 June 2014 by @Deborahalsina @Bowel_Cancer_UK
    25. 25. Charity of the Year 2013/2014 What I’m going to talk about •Introduction to bowel cancer in the UK & Bowel Cancer UK •How I started – what I’ve got right/wrong •What I / the charity/ bowel cancer patients gain •Some examples of positive outcomes due to social media
    26. 26. Charity of the Year 2013/2014 Who we are & what we do Bowel Cancer UK is determined to save lives and improve the quality of life for all those affected by bowel cancer
    27. 27. Charity of the Year 2013/2014 Incidence 1,156 people per year Mortality 403 people per year Incidence 2,354 people per year Mortality 899 people per year Incidence 3,967 people per year Mortality 1,501 people per year Incidence 33,218 people per year Mortality 12,905 people per year Bowel cancer today
    28. 28. Charity of the Year 2013/2014 Why and what ? Why? - To explore ways of communicating about the disease - To understand social media & its value - Because I was pushed! What? •Twitter •LinkedIn •Blogs
    29. 29. Charity of the Year 2013/2014 What I was told… • Succinct policy tweets only • Engage in conversation • Share information • Separate your work twitter personality from your personal self • Be yourself - ensure you are authentic
    30. 30. Charity of the Year 2013/2014 The beginning • I wasn’t clear about my audience • Wasn’t clear what I should tweet • Nervous about my online personality • Felt anxious when I was unfollowed • Followed too many people • Tweeted too much/too little • Result: STRESS!
    31. 31. Charity of the Year 2013/2014 My target audience • Those closely affected by the disease • Supporters of Bowel Cancer UK • People interested in bowel cancer (including health policy experts and clinicians) (Secondary: other charity professionals) Also follow: • News sources
    32. 32. Charity of the Year 2013/2014 What do I gain from twitter? Insight & motivation
    33. 33. Why does it ma
    34. 34. Charity of the Year 2013/2014 Neil “The whole journey of losing a partner and best friend is very odd. At first the shock protects you a little. Then you throw yourself into work with unbelievable mania just to avoid thinking about it. Only now 10 months on has reality kicked in. The loneliness is awful, the sense of there being no purpose to anything any more is high I am sure this is all part of the process but it is such a painful part”
    35. 35. Charity of the Year 2013/2014 Shared experience Aims to:
    36. 36. Charity of the Year 2013/2014 What else? • Immediate reaction & consultation • Ideas • Health policy abridged • News in a flash • Networking - even gained a skydive partner
    37. 37. Charity of the Year 2013/2014 What does the charity gain? • Supporters, media case studies, volunteers • Amplify key messages & promote engagement • A human ‘face’ rather than simply a logo “Definitely a positive thing gives the charity a human face & instant contact when people are most in need” Karen “Reason I got involved” Rachel `Makes me feel much more connected to the charity and wanting to help you change things` Charlotte
    38. 38. Charity of the Year 2013/2014 Any value for patients? `having bowel cancer or knowing someone that does can be a lonely place, even now it is comforting. Keep up the fantastic work!` Simon `Patients are often in a desperate situation and you have buckets of compassion and a huge desire to change things, which comes across.. Is very positive effect for Bowel Cancer UK` Paul `Dawn and I really appreciated your kindness and support in our darkest hour` Dave
    39. 39. Charity of the Year 2013/2014 When it works
    40. 40. Charity of the Year 2013/2014
    41. 41. Charity of the Year 2013/2014 What does Twitter give
    42. 42. Charity of the Year 2013/2014 Katie “Cancer has taken everything away from me and I hate it. I hate that it’s making me bitter and emotional, I hate that it’s given me no hope, I hate that it’s made me weak and dependant on people and, most of all, I hate that it’s going to take me away from my kids and family.”
    43. 43. Charity of the Year 2013/2014 This Morning
    44. 44. Charity of the Year 2013/2014 #Never2Young
    45. 45. Charity of the Year 2013/2014 #Never2Young: launch month 55 case studies Campaign films – nearly 4000 plays 164 radio and TV interviews, 39 pieces of national and local press, Substantial online press coverage #Never2Young – used in 2,651 tweets, reaching c.141,351 people Website visits – Up Helpline calls - up (Since launch: £100K income)
    46. 46. Charity of the Year 2013/2014 • In summary • Highly recommend engaging in twitter • Be yourself • Define your audience & how that helps your charity meet its mission • Integrate it into your marketing & communications strategy. • Don’t just broadcast, talk to people • Don’t let it stress you out!
    47. 47. Charity of the Year 2013/2014 I can’t wait to: ... wake up and not have cancer as my first thought ... be able to dye my hair! ... get all dressed up and dance all night ... feel like 'me' again … have the energy to be a better Mummy … be able to wash my hair and not see loads of it in the bath tub … watch my beautiful little girl grow up ... experience my healthy and exciting future Charlotte
    48. 48. Charity of the Year 2013/2014 Thank you Deborah Alsina Chief Executive 020 7940 1768 @deborahalsina
    49. 49. Evolve 2014