Digital training
For a non-profit
Brilliant Noise
August 2013
@brilliantnoise

brilliantnoise.com
Beth Granter
@bethgranter
About
Brilliant Noise
Client
brands
with
similar
needs
Customer (service user/
campaigner/donor) first
Earn attention & advocacy
Transformative digital
Customer decision journey
Consider

Advocate
Bond

Evaluate

Enjoy
Buy

Model first published Harvard Business Review
Designing for success
Purpose

People

Processes

Platforms

Principles

Performance
Training
Purpose
Our conversation today - objectives

- Increase confidence in using digital communications
- Understand how to use digital ...
Our conversation today
Context
Process
- Research
- Objectives
- Technology
- Measurement

Agencies
Context
Six pillars of digital brands
- Leaders: A mandate from a senior leader
- Clear values and vision: They know what the orga...
Qualities of
traditional vs.
modern digital
modes of
communication...
- 2011 UK population = 62M
- 82% of whom were internet users
- Currently 34M UK active
Facebook users
- 14.8M of whom are ...
Demographics: age distribution

image http://blog.kissmetrics.com/social-media-by-demographic/
http://blog.kissmetrics.com...
Demographics: gender distribution

image

http://blog.kissmetrics.com/social-media-by-demographic/
image

http://www.youtube.com/yt/advertise/en-GB/demographics.html
The 1:9:90 rule
Only 14% trust
traditional advertising

Source

Nielson trust advertising survey
Source Source: Nielson trust advertising survey

74% trust peer to peer
recommendations

http://blog.kissmetrics.com/socia...
e

The long tail
‘Short head’

Reach

Broad reach
e.g. The Sun

High relevance
e.g. a campaigner blog
Relevance

‘Long tai...
The wisdom
of the crowds
Photo http://www.flickr.com/photos/billmorrow/
The wisdom
of the crowds
Photo

http://www.flickr.com/photos/biggreymare
e

Crowdsourcing
e

Crowdsourcing
e

http://www.threadless.com/make/idea

Crowdsourcing
Popularity vs. influence
Integrated campaign planning
Tone &
complaints
handling
Tone - getting it wrong
Tone - getting it wrong
Tone - getting it wrong by $4,158,000,000
Tone - getting it right

$4,158,000,000
Tone - getting it right
What can we learn
from Innocent?
image (cc) http://www.flickr.com/photos/jmcphotos/
Rules of online issues management

- Acknowledge the issue as quickly as possible
- Keep statements simple and transparent...
When-mistakesexercise
happen...
Tone response
apologise

image (cc)

http://www.flickr.com/photos/alltheaces
Community
archetypes
Champions:
encourage

http://slidesha.re/12oZo9d image (cc) http://www.flickr.com/photos/aloha75
Community
archetypes
Hall
monitors:
respect

http://slidesha.re/12oZo9d image (cc) flickr.com/photos/attig/
Community
archetypes
Axe grinders:
don’t be
defensive

http://slidesha.re/12oZo9d image (cc) flickr.com/photos/juanster
Community
archetypes
Sage:
Praise

http://slidesha.re/12oZo9d image (cc) fllickr.com/photos/edumillo
Speed - social media won’t wait
Speed - 42% expect response within 1 hour
Speed within an organisation depends on its
ability to:
- be agile/responsive
- trust each other
- be brave
- take risks (...
Our conversation today
Context
Process
- Research
- Objectives
- Technology
- Measurement

Agencies
Process

1. Listening / research / data
2.Objectives
3.Technology
4.Measurement
Listening /
research /
data
Obama had the
most quants on his
staff... and Nate
Silver predicted the
result in 49/50
states.
"...they used their
databases to tell stories.
Or, more to the point, their
databases and models
were used so that
America...
“Joined-up data that
enables you to
understand which
stories to tell to who,
and how and when
they should be told.
That's ...
An integrated
digital marketing
campaign is led by
strategy,
underpinned by
data.
US elections
2012
1. Research: listening
Why bother?

-

Complements - amplify

-

Questions - answer

-

Influencers - engage

-

R&D - tren...
Content & assets

Existing
audience
Advocates
Detractors
& influencers
Potential
audience

Populations
(audiences)

Resourc...
1. Research: audiences, platforms, competitors
- Educated urbanites and secure families:
- What sites do they visit?
- Wha...
1. Research: your followers on Twitter - Followerwonk

About your followers or those you follow:
- Where are they?
- How m...
1. Research: finding blogs / forums

- Pages from the UK
- Discussions > Recency
- OR Blogs > Homepages
1. Research: buzz monitoring

Buzz monitoring

- Volume of mentions
- Top sites
- Top authors
- Top tweets
- Top news arti...
http://bit.ly/14iOGll
1. Listening / research

Now you can:

-

Find out who your audience is

-

Find out where your audience is

-

Find out w...
Objectives
2. Objectives - exercise

Owned

Bought

Earned
2. Objectives - exercise

Owned

-

What kind of objectives
are met by each type
of media?

Bought

Earned
2. Objectives - exercise

-

What three objectives
do you want social
media to meet?
2. Objectives
-

Create buzz and awareness

-

Build loyalty through engagement

-

Drive traffic?

-

Short term / long ter...
2. Agree objectives, then define metrics

image (cc) http://www.flickr.com/photos/darrenhester/
Technology &
trends
Twitter

image (cc) http://www.flickr.com/photos/theloushe
3. Technology - Twitter
Twitter can be useful for
- Listening as well as responding
- Influencer mapping
- Identifying hot ...
Twitter
Avatar
Username

Message: 140
characters or less
URL

Reply /
retweet /
favourite

Embedded
media:
TwitPic

Retweets /
fav...
hashtags
hashtags
Using Facebook user data to
provide personalised experiences
Integration with Facebook

noonedeservestodie.org
Integration with Facebook

noonedeservestodie.org
Integration with Facebook

noonedeservestodie.org
Integration with Facebook

noonedeservestodie.org
Animated infographics

noonedeservestodie.org
Animated infographics

http://www.youtube.com/watch?v=kX-WnlOCvXw
Visualising
advocacy

image (cc)

http://www.flickr.com/photos/ari
Why
visualise
advocacy?
To make people feel
part of a movement,
“I’m part of
something big”.
To motivate people
to complet...
Why map advoacy?

Highlight areas where advocacy is
high/low, which MPs have been
targeted - “I can make a difference /
I’m...
Mapping
advocacy
of campaign
supporters
Mapping
advocacy
of MPs for/
against a bill
Mapping issues

http://n.pr/192N0NS
Resources for mapping
advocacy / issues
Your own CRM / campaign database
Engaging Networks CRM
The Public Whip (voting dat...
Instagram
Calgary Zoo Annual report
on instagram

“The purpose of an annual report is
to inform, inspire and steward
stakeholders, b...
Vine
Vine
Virals
Virals
Don’t believe an agency who promise
you a ‘viral’ - too much chance/luck
is involved. What goes viral is:
brilliant...
Influencer
engagement
French Red Cross
use meme style and
‘cute’ imagery
to promote first aid training
course, depite serious
nature of topic
- O...
Bloggers
Bloggers
Technology - blogger outreach
-

Conversational but professional tone of voice

-

Tailor communications – send interestin...
Technology - blogger outreach
-

URL

-

Date contacted

-

Project/s posted about

-

Date responded

-

Overall blog sub...
Technology - forum outreach
-

Read the forum rules

-

Contact the forum owner directly if unclear

-

Members are often ...
Slideshare
APIs - Facebook connect
APIs - Facebook connect
Email best practice
-

personalised

-

direct calls to action

-

not too long

-

optimised for mobile

-

use your data...
Responsive web design / optimising for mobile
-

RWD has one version of the
content, which fits to any viewing
device (tabl...
Progress...
Context
Principles
Process
- Listening / research
- Objectives
- Technology
- Measurement

Agencies
Measurement
1. Research: buzz monitoring
Measurement

Refer back to your baseline report
and translate changes in data into
meaningful...
Measurement - Brandwatch
Measurement Facebook insights
Topsy
- Measure volume of mentions
over time
- Up to three months history
free
- Paid options to export data &
track ongoi...
Tweetreach
- Measure estimated reach of
past 50 tweets matching
search term
- Additional volume available on
paid accounts...
Twittercounter
- Measure volume of
followers over time
- Up to three months history
free
- Paid options to export data
& t...
Google Analytics
- Traffic sources > Social
- Bouncing pages
- Set goals
Keeping track of
metrics
- audience size
- reach
- engagement
- advocacy
- what are YOUR
objectives?
- use the customer de...
Our conversation today
Context
Process
- Research
- Objectives
- Technology
- Measurement

Agencies
Working with
agencies
Project objectives
should reflect
organisational
goals
KPIs should reflect
project objectives
Targets should be
realistic,
meaningful and
measurable
Don’t assume you
need to build
something new.
Consider the
platforms you
already have.
Integration: ensure
creative, digital,
social, ad agencies
work together from
the start. Don’t try
and add social
afterwar...
Longevity &
resource: consider
how long the
project could run
for & need
supporting
Research: what
data do you
already have?
Pilot: test the
water before
launching big
projects
Low barrier to
entry: don’t ask
the audience to
do too much.
People are lazy.
(1:9:90)
70% low risk
20% innovation
10% high risk

More http://goo.gl/BydMQ
Conclusion
More http://goo.gl/zJBSV
Next steps
What new things are you going to
try now?
Thank you
@brillantnoise
brilliantnoise.com
Practical digital and social media training for non-profits (and everyone)
Practical digital and social media training for non-profits (and everyone)
Practical digital and social media training for non-profits (and everyone)
Practical digital and social media training for non-profits (and everyone)
Practical digital and social media training for non-profits (and everyone)
Practical digital and social media training for non-profits (and everyone)
Practical digital and social media training for non-profits (and everyone)
Practical digital and social media training for non-profits (and everyone)
Practical digital and social media training for non-profits (and everyone)
Practical digital and social media training for non-profits (and everyone)
Practical digital and social media training for non-profits (and everyone)
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Practical digital and social media training for non-profits (and everyone)

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Some of the examples in this were from my previous training deck: http://www.slideshare.net/bethgranter/how-to-build-a-social-media-campaign-strategy-and-tools

Published in: Social Media, Technology, Business

Transcript of "Practical digital and social media training for non-profits (and everyone)"

  1. 1. Digital training For a non-profit Brilliant Noise August 2013 @brilliantnoise brilliantnoise.com
  2. 2. Beth Granter @bethgranter
  3. 3. About Brilliant Noise
  4. 4. Client brands with similar needs
  5. 5. Customer (service user/ campaigner/donor) first Earn attention & advocacy Transformative digital
  6. 6. Customer decision journey Consider Advocate Bond Evaluate Enjoy Buy Model first published Harvard Business Review
  7. 7. Designing for success Purpose People Processes Platforms Principles Performance
  8. 8. Training Purpose
  9. 9. Our conversation today - objectives - Increase confidence in using digital communications - Understand how to use digital in your day to day role - Learn about digital trends - Know what channels to use and how to integrate them - Be able to set the right objectives for each activity - Improve your understanding of measurement
  10. 10. Our conversation today Context Process - Research - Objectives - Technology - Measurement Agencies
  11. 11. Context
  12. 12. Six pillars of digital brands - Leaders: A mandate from a senior leader - Clear values and vision: They know what the organisation is about - Principles-led: Articulate how they want to operate - Pilot & scale: Managed experiments with managed risk and clear metrics, leading to the building of systems and resources to build on success - Frameworks & Governance: Systems to guide projects and connect key stakeholders - Digital literacy: They invest in digital skills across the organisation
  13. 13. Qualities of traditional vs. modern digital modes of communication...
  14. 14. - 2011 UK population = 62M - 82% of whom were internet users - Currently 34M UK active Facebook users - 14.8M of whom are over 35 - 7.6M of whom are female Source Source http://www.google.com/publicdata http://www.facebook.com/ads/create/
  15. 15. Demographics: age distribution image http://blog.kissmetrics.com/social-media-by-demographic/ http://blog.kissmetrics.com/social-media-by-demographic/
  16. 16. Demographics: gender distribution image http://blog.kissmetrics.com/social-media-by-demographic/
  17. 17. image http://www.youtube.com/yt/advertise/en-GB/demographics.html
  18. 18. The 1:9:90 rule
  19. 19. Only 14% trust traditional advertising Source Nielson trust advertising survey
  20. 20. Source Source: Nielson trust advertising survey 74% trust peer to peer recommendations http://blog.kissmetrics.com/social-media-by-demographic/
  21. 21. e The long tail ‘Short head’ Reach Broad reach e.g. The Sun High relevance e.g. a campaigner blog Relevance ‘Long tail’
  22. 22. The wisdom of the crowds Photo http://www.flickr.com/photos/billmorrow/
  23. 23. The wisdom of the crowds Photo http://www.flickr.com/photos/biggreymare
  24. 24. e Crowdsourcing
  25. 25. e Crowdsourcing
  26. 26. e http://www.threadless.com/make/idea Crowdsourcing
  27. 27. Popularity vs. influence
  28. 28. Integrated campaign planning
  29. 29. Tone & complaints handling
  30. 30. Tone - getting it wrong
  31. 31. Tone - getting it wrong
  32. 32. Tone - getting it wrong by $4,158,000,000
  33. 33. Tone - getting it right $4,158,000,000
  34. 34. Tone - getting it right
  35. 35. What can we learn from Innocent? image (cc) http://www.flickr.com/photos/jmcphotos/
  36. 36. Rules of online issues management - Acknowledge the issue as quickly as possible - Keep statements simple and transparent - Respond in the same social space and link to further information on owned spaces - Ensure your team understands what can and can’t be said online
  37. 37. When-mistakesexercise happen... Tone response apologise image (cc) http://www.flickr.com/photos/alltheaces
  38. 38. Community archetypes Champions: encourage http://slidesha.re/12oZo9d image (cc) http://www.flickr.com/photos/aloha75
  39. 39. Community archetypes Hall monitors: respect http://slidesha.re/12oZo9d image (cc) flickr.com/photos/attig/
  40. 40. Community archetypes Axe grinders: don’t be defensive http://slidesha.re/12oZo9d image (cc) flickr.com/photos/juanster
  41. 41. Community archetypes Sage: Praise http://slidesha.re/12oZo9d image (cc) fllickr.com/photos/edumillo
  42. 42. Speed - social media won’t wait
  43. 43. Speed - 42% expect response within 1 hour
  44. 44. Speed within an organisation depends on its ability to: - be agile/responsive - trust each other - be brave - take risks (and be ready to apologise for mistakes) - empower staff to make decisions irrespective of seniority (long lines of command/sign-off slow things down) - be transparent & honest (telling the truth doesn’t take as much time as spin)
  45. 45. Our conversation today Context Process - Research - Objectives - Technology - Measurement Agencies
  46. 46. Process 1. Listening / research / data 2.Objectives 3.Technology 4.Measurement
  47. 47. Listening / research / data
  48. 48. Obama had the most quants on his staff... and Nate Silver predicted the result in 49/50 states.
  49. 49. "...they used their databases to tell stories. Or, more to the point, their databases and models were used so that Americans could tell stories to each other." Felix Salmon http://goo.gl/GxfMp
  50. 50. “Joined-up data that enables you to understand which stories to tell to who, and how and when they should be told. That's the future of marketing, right there.” Neil Perkin http://goo.gl/B6Mah
  51. 51. An integrated digital marketing campaign is led by strategy, underpinned by data.
  52. 52. US elections 2012
  53. 53. 1. Research: listening Why bother? - Complements - amplify - Questions - answer - Influencers - engage - R&D - trends to inform strategy & content - Complaints and issues management - Competitors - compare - Audiences - understand image (cc) http://www.flickr.com/photos/mkuram/
  54. 54. Content & assets Existing audience Advocates Detractors & influencers Potential audience Populations (audiences) Resources Competitor Digital Ecosystems Competitor Competitor Competition Facebook Twitter Habitats Website Email
  55. 55. 1. Research: audiences, platforms, competitors - Educated urbanites and secure families: - What sites do they visit? - What do they search for? - What are they talking about? - When do they search/post/tweet? - Who are the influencers of your target audience? - What are your competitors doing online? - Where - regional variation - Use: Google Ad Planner; Google Trends; Topsy; Tweriod
  56. 56. 1. Research: your followers on Twitter - Followerwonk About your followers or those you follow: - Where are they? - How many followers do they have? - When are they active? - What are their interests? - ...and many more
  57. 57. 1. Research: finding blogs / forums - Pages from the UK - Discussions > Recency - OR Blogs > Homepages
  58. 58. 1. Research: buzz monitoring Buzz monitoring - Volume of mentions - Top sites - Top authors - Top tweets - Top news articles - Trending topics - Volume by category / department / campaign / branch
  59. 59. http://bit.ly/14iOGll
  60. 60. 1. Listening / research Now you can: - Find out who your audience is - Find out where your audience is - Find out what your audience is interested in - ...use this to define your strategy
  61. 61. Objectives
  62. 62. 2. Objectives - exercise Owned Bought Earned
  63. 63. 2. Objectives - exercise Owned - What kind of objectives are met by each type of media? Bought Earned
  64. 64. 2. Objectives - exercise - What three objectives do you want social media to meet?
  65. 65. 2. Objectives - Create buzz and awareness - Build loyalty through engagement - Drive traffic? - Short term / long term - Build influencer relationships - Customer relationships - Market research
  66. 66. 2. Agree objectives, then define metrics image (cc) http://www.flickr.com/photos/darrenhester/
  67. 67. Technology & trends
  68. 68. Twitter image (cc) http://www.flickr.com/photos/theloushe
  69. 69. 3. Technology - Twitter Twitter can be useful for - Listening as well as responding - Influencer mapping - Identifying hot topics - Issues early warning system - Reaching new audiences with your news
  70. 70. Twitter
  71. 71. Avatar Username Message: 140 characters or less URL Reply / retweet / favourite Embedded media: TwitPic Retweets / favourites Timestamp Reply box Replies anatomy of a tweet
  72. 72. hashtags
  73. 73. hashtags
  74. 74. Using Facebook user data to provide personalised experiences
  75. 75. Integration with Facebook noonedeservestodie.org
  76. 76. Integration with Facebook noonedeservestodie.org
  77. 77. Integration with Facebook noonedeservestodie.org
  78. 78. Integration with Facebook noonedeservestodie.org
  79. 79. Animated infographics noonedeservestodie.org
  80. 80. Animated infographics http://www.youtube.com/watch?v=kX-WnlOCvXw
  81. 81. Visualising advocacy image (cc) http://www.flickr.com/photos/ari
  82. 82. Why visualise advocacy? To make people feel part of a movement, “I’m part of something big”. To motivate people to complete an action or pass it on. image (cc) http://www.flickr.com/photos/ari
  83. 83. Why map advoacy? Highlight areas where advocacy is high/low, which MPs have been targeted - “I can make a difference / I’m needed” Reflect how local communities feel about issues - “This is relevant to me” To further motivate people to complete an action or pass it on
  84. 84. Mapping advocacy of campaign supporters
  85. 85. Mapping advocacy of MPs for/ against a bill
  86. 86. Mapping issues http://n.pr/192N0NS
  87. 87. Resources for mapping advocacy / issues Your own CRM / campaign database Engaging Networks CRM The Public Whip (voting data) mapit.mysociety.org TheyWorkForYou.com (constituencies) Google.com/fusiontables (map it) mapbox.com/tilemill (style it) j.mp/uk-constituencies http://j.mp/visualising-advocacy
  88. 88. Instagram
  89. 89. Calgary Zoo Annual report on instagram “The purpose of an annual report is to inform, inspire and steward stakeholders, but trying something creative on a popular new platform generates additional benefits: Press coverage and buzz for the cause.” - Osocio http://bit.ly/13FEbbY
  90. 90. Vine
  91. 91. Vine
  92. 92. Virals
  93. 93. Virals Don’t believe an agency who promise you a ‘viral’ - too much chance/luck is involved. What goes viral is: brilliant content, at the right time, shared with the right people, that’s usually funny/cute and/or amazingly inspiring, is VERY easy to share, and its content makes you want to share it.
  94. 94. Influencer engagement
  95. 95. French Red Cross use meme style and ‘cute’ imagery to promote first aid training course, depite serious nature of topic - Osocio http://bit.ly/1cILm6x
  96. 96. Bloggers
  97. 97. Bloggers
  98. 98. Technology - blogger outreach - Conversational but professional tone of voice - Tailor communications – send interesting bullet points not attached press releases - Make them aware of other social assets that they can use - Refer to interesting posts to show you’ve read their blog - Build proactive relations with key contacts
  99. 99. Technology - blogger outreach - URL - Date contacted - Project/s posted about - Date responded - Overall blog subject - Response - Inbound links - Address - Google PageRank - Email/contact form/comment - Notes
  100. 100. Technology - forum outreach - Read the forum rules - Contact the forum owner directly if unclear - Members are often highly engaged with each other holding indepth conversations, make sure you don’t just interrupt - If you’re responding to a forum thread, be prepared to join a conversation rather than post a stand alone comment
  101. 101. Slideshare
  102. 102. APIs - Facebook connect
  103. 103. APIs - Facebook connect
  104. 104. Email best practice - personalised - direct calls to action - not too long - optimised for mobile - use your data to customise content - use email open/engagement data to feed back into your CRM - segment your audiences - donors, fundraisers, campaigners etc. but offer them the opportunity to cross segments - promote social channels and on-site content image (cc) flickr.com/photos/epsos
  105. 105. Responsive web design / optimising for mobile - RWD has one version of the content, which fits to any viewing device (tablets, mobiles) - Alternative is mobile version of site e.g. m.shelter.org.uk - Risk to SEO - additional info needed for mobile site - Don’t build an app unless it’s really needed - long term, repeat value to user, or ongoing entertainment image (cc) flickr.com/photos/aticoprimera
  106. 106. Progress... Context Principles Process - Listening / research - Objectives - Technology - Measurement Agencies
  107. 107. Measurement
  108. 108. 1. Research: buzz monitoring Measurement Refer back to your baseline report and translate changes in data into meaningful insights - Are you engaging the right people? - Are you meeting your objectives? - Which tactics and themes are working well / aren’t working well? - How can you improve your campaign? - Is any of the above relevant to offline activity? image (cc) http://www.flickr.com/photos/darrenhester/
  109. 109. Measurement - Brandwatch
  110. 110. Measurement Facebook insights
  111. 111. Topsy - Measure volume of mentions over time - Up to three months history free - Paid options to export data & track ongoing
  112. 112. Tweetreach - Measure estimated reach of past 50 tweets matching search term - Additional volume available on paid accounts - Top contributors - Timeline of tweet volume - Most retweeted tweets - Download XLS or PDF
  113. 113. Twittercounter - Measure volume of followers over time - Up to three months history free - Paid options to export data & track ongoing
  114. 114. Google Analytics - Traffic sources > Social - Bouncing pages - Set goals
  115. 115. Keeping track of metrics - audience size - reach - engagement - advocacy - what are YOUR objectives? - use the customer decision journey to define these - who is responsible for defining, measuring, reporting? image (cc) flickr.com/photos/cambodia4kidsorg
  116. 116. Our conversation today Context Process - Research - Objectives - Technology - Measurement Agencies
  117. 117. Working with agencies
  118. 118. Project objectives should reflect organisational goals
  119. 119. KPIs should reflect project objectives
  120. 120. Targets should be realistic, meaningful and measurable
  121. 121. Don’t assume you need to build something new. Consider the platforms you already have.
  122. 122. Integration: ensure creative, digital, social, ad agencies work together from the start. Don’t try and add social afterwards.
  123. 123. Longevity & resource: consider how long the project could run for & need supporting
  124. 124. Research: what data do you already have?
  125. 125. Pilot: test the water before launching big projects
  126. 126. Low barrier to entry: don’t ask the audience to do too much. People are lazy. (1:9:90)
  127. 127. 70% low risk 20% innovation 10% high risk More http://goo.gl/BydMQ
  128. 128. Conclusion
  129. 129. More http://goo.gl/zJBSV
  130. 130. Next steps What new things are you going to try now?
  131. 131. Thank you @brillantnoise brilliantnoise.com
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