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

  • 1,000 views
Uploaded on

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

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
1,000
On Slideshare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
1,082
Comments
0
Likes
4

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Digital training For a non-profit Brilliant Noise August 2013 @brilliantnoise brilliantnoise.com
  • 2. Beth Granter @bethgranter
  • 3. About Brilliant Noise
  • 4. Client brands with similar needs
  • 5. Customer (service user/ campaigner/donor) first Earn attention & advocacy Transformative digital
  • 6. Customer decision journey Consider Advocate Bond Evaluate Enjoy Buy Model first published Harvard Business Review
  • 7. Designing for success Purpose People Processes Platforms Principles Performance
  • 8. Training Purpose
  • 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. Our conversation today Context Process - Research - Objectives - Technology - Measurement Agencies
  • 11. Context
  • 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. Qualities of traditional vs. modern digital modes of communication...
  • 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. Demographics: age distribution image http://blog.kissmetrics.com/social-media-by-demographic/ http://blog.kissmetrics.com/social-media-by-demographic/
  • 16. Demographics: gender distribution image http://blog.kissmetrics.com/social-media-by-demographic/
  • 17. image http://www.youtube.com/yt/advertise/en-GB/demographics.html
  • 18. The 1:9:90 rule
  • 19. Only 14% trust traditional advertising Source Nielson trust advertising survey
  • 20. Source Source: Nielson trust advertising survey 74% trust peer to peer recommendations http://blog.kissmetrics.com/social-media-by-demographic/
  • 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. The wisdom of the crowds Photo http://www.flickr.com/photos/billmorrow/
  • 23. The wisdom of the crowds Photo http://www.flickr.com/photos/biggreymare
  • 24. e Crowdsourcing
  • 25. e Crowdsourcing
  • 26. e http://www.threadless.com/make/idea Crowdsourcing
  • 27. Popularity vs. influence
  • 28. Integrated campaign planning
  • 29. Tone & complaints handling
  • 30. Tone - getting it wrong
  • 31. Tone - getting it wrong
  • 32. Tone - getting it wrong by $4,158,000,000
  • 33. Tone - getting it right $4,158,000,000
  • 34. Tone - getting it right
  • 35. What can we learn from Innocent? image (cc) http://www.flickr.com/photos/jmcphotos/
  • 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. When-mistakesexercise happen... Tone response apologise image (cc) http://www.flickr.com/photos/alltheaces
  • 38. Community archetypes Champions: encourage http://slidesha.re/12oZo9d image (cc) http://www.flickr.com/photos/aloha75
  • 39. Community archetypes Hall monitors: respect http://slidesha.re/12oZo9d image (cc) flickr.com/photos/attig/
  • 40. Community archetypes Axe grinders: don’t be defensive http://slidesha.re/12oZo9d image (cc) flickr.com/photos/juanster
  • 41. Community archetypes Sage: Praise http://slidesha.re/12oZo9d image (cc) fllickr.com/photos/edumillo
  • 42. Speed - social media won’t wait
  • 43. Speed - 42% expect response within 1 hour
  • 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. Our conversation today Context Process - Research - Objectives - Technology - Measurement Agencies
  • 46. Process 1. Listening / research / data 2.Objectives 3.Technology 4.Measurement
  • 47. Listening / research / data
  • 48. Obama had the most quants on his staff... and Nate Silver predicted the result in 49/50 states.
  • 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. “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. An integrated digital marketing campaign is led by strategy, underpinned by data.
  • 52. US elections 2012
  • 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. Content & assets Existing audience Advocates Detractors & influencers Potential audience Populations (audiences) Resources Competitor Digital Ecosystems Competitor Competitor Competition Facebook Twitter Habitats Website Email
  • 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. 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. 1. Research: finding blogs / forums - Pages from the UK - Discussions > Recency - OR Blogs > Homepages
  • 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. http://bit.ly/14iOGll
  • 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. Objectives
  • 62. 2. Objectives - exercise Owned Bought Earned
  • 63. 2. Objectives - exercise Owned - What kind of objectives are met by each type of media? Bought Earned
  • 64. 2. Objectives - exercise - What three objectives do you want social media to meet?
  • 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. 2. Agree objectives, then define metrics image (cc) http://www.flickr.com/photos/darrenhester/
  • 67. Technology & trends
  • 68. Twitter image (cc) http://www.flickr.com/photos/theloushe
  • 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. Twitter
  • 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. hashtags
  • 73. hashtags
  • 74. Using Facebook user data to provide personalised experiences
  • 75. Integration with Facebook noonedeservestodie.org
  • 76. Integration with Facebook noonedeservestodie.org
  • 77. Integration with Facebook noonedeservestodie.org
  • 78. Integration with Facebook noonedeservestodie.org
  • 79. Animated infographics noonedeservestodie.org
  • 80. Animated infographics http://www.youtube.com/watch?v=kX-WnlOCvXw
  • 81. Visualising advocacy image (cc) http://www.flickr.com/photos/ari
  • 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. 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. Mapping advocacy of campaign supporters
  • 85. Mapping advocacy of MPs for/ against a bill
  • 86. Mapping issues http://n.pr/192N0NS
  • 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. Instagram
  • 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. Vine
  • 91. Vine
  • 92. Virals
  • 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. Influencer engagement
  • 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. Bloggers
  • 97. Bloggers
  • 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. 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. 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. Slideshare
  • 102. APIs - Facebook connect
  • 103. APIs - Facebook connect
  • 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. 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. Progress... Context Principles Process - Listening / research - Objectives - Technology - Measurement Agencies
  • 107. Measurement
  • 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. Measurement - Brandwatch
  • 110. Measurement Facebook insights
  • 111. Topsy - Measure volume of mentions over time - Up to three months history free - Paid options to export data & track ongoing
  • 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. Twittercounter - Measure volume of followers over time - Up to three months history free - Paid options to export data & track ongoing
  • 114. Google Analytics - Traffic sources > Social - Bouncing pages - Set goals
  • 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. Our conversation today Context Process - Research - Objectives - Technology - Measurement Agencies
  • 117. Working with agencies
  • 118. Project objectives should reflect organisational goals
  • 119. KPIs should reflect project objectives
  • 120. Targets should be realistic, meaningful and measurable
  • 121. Don’t assume you need to build something new. Consider the platforms you already have.
  • 122. Integration: ensure creative, digital, social, ad agencies work together from the start. Don’t try and add social afterwards.
  • 123. Longevity & resource: consider how long the project could run for & need supporting
  • 124. Research: what data do you already have?
  • 125. Pilot: test the water before launching big projects
  • 126. Low barrier to entry: don’t ask the audience to do too much. People are lazy. (1:9:90)
  • 127. 70% low risk 20% innovation 10% high risk More http://goo.gl/BydMQ
  • 128. Conclusion
  • 129. More http://goo.gl/zJBSV
  • 130. Next steps What new things are you going to try now?
  • 131. Thank you @brillantnoise brilliantnoise.com