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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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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

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

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

    • 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 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
    • 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 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
    • 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 over 35 - 7.6M of whom are female Source Source http://www.google.com/publicdata http://www.facebook.com/ads/create/
    • Demographics: age distribution image http://blog.kissmetrics.com/social-media-by-demographic/ http://blog.kissmetrics.com/social-media-by-demographic/
    • 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/social-media-by-demographic/
    • e The long tail ‘Short head’ Reach Broad reach e.g. The Sun High relevance e.g. a campaigner blog Relevance ‘Long tail’
    • 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 - 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
    • 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 (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)
    • 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 Americans could tell stories to each other." Felix Salmon http://goo.gl/GxfMp
    • “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
    • 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 - trends to inform strategy & content - Complaints and issues management - Competitors - compare - Audiences - understand image (cc) http://www.flickr.com/photos/mkuram/
    • Content & assets Existing audience Advocates Detractors & influencers Potential audience Populations (audiences) Resources Competitor Digital Ecosystems Competitor Competitor Competition Facebook Twitter Habitats Website Email
    • 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
    • 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
    • 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 articles - Trending topics - Volume by category / department / campaign / branch
    • http://bit.ly/14iOGll
    • 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
    • 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 term - Build influencer relationships - Customer relationships - Market research
    • 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 topics - Issues early warning system - Reaching new audiences with your news
    • Twitter
    • Avatar Username Message: 140 characters or less URL Reply / retweet / favourite Embedded media: TwitPic Retweets / favourites Timestamp Reply box Replies anatomy of a tweet
    • 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 complete an action or pass it on. image (cc) http://www.flickr.com/photos/ari
    • 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
    • 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 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
    • Instagram
    • 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
    • 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 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.
    • Influencer engagement
    • 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
    • Bloggers
    • Bloggers
    • 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
    • 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
    • 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
    • Slideshare
    • APIs - Facebook connect
    • APIs - Facebook connect
    • 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
    • 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
    • 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 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/
    • Measurement - Brandwatch
    • Measurement Facebook insights
    • Topsy - Measure volume of mentions over time - Up to three months history free - Paid options to export data & track ongoing
    • 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
    • Twittercounter - Measure volume of followers over time - Up to three months history free - Paid options to export data & track ongoing
    • 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 decision journey to define these - who is responsible for defining, measuring, reporting? image (cc) flickr.com/photos/cambodia4kidsorg
    • 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 afterwards.
    • 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