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Connecting with audiences with social media
Connecting with audiences with social media
Connecting with audiences with social media
Connecting with audiences with social media
Connecting with audiences with social media
Connecting with audiences with social media
Connecting with audiences with social media
Connecting with audiences with social media
Connecting with audiences with social media
Connecting with audiences with social media
Connecting with audiences with social media
Connecting with audiences with social media
Connecting with audiences with social media
Connecting with audiences with social media
Connecting with audiences with social media
Connecting with audiences with social media
Connecting with audiences with social media
Connecting with audiences with social media
Connecting with audiences with social media
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Connecting with audiences with social media

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Joel Bassuk from Oxfam International shared his experience using social media to engage a global audience …

Joel Bassuk from Oxfam International shared his experience using social media to engage a global audience

April 2012

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  • 1. C onnecting andE ngaging with Res earchA udienceswith S ocial MediaDfID R4D Peer ExchangeJoel M Bassuk 19 April 2012
  • 2. Backgroundwww.oxfam.org • 130,000 unique visitors per month • 450,000-500,000 page views per month • 5,800 downloads per month • 3:30 avg time spent on siteblogs.oxfam.org • 7,000-8,000 unique visitors per month • 18,000 page views per month • Just over 2:00 min avg time spent on siteTwitter = 343,000 followers (@oxfam + @oxfam_es +@oxfam_fr)Flickr = +1,000,000 viewsYouTube = +500,00 views Page 2
  • 3. Always remember: it’s about people
  • 4. Page 4
  • 5. Managing the Social Media Mix1. Know your audience2. Content is king3. Gather ye social media portfolio4. Managing content • Make it find-able • Make it share-able • Make it searchable5. Cross-link and promote6. Tweet like a pro • Engage / educate / entertain7. Making sense of it all • Have a strategy, and take time every day • Monitor and evaluate Page 5
  • 6. Know your audienceYou need to know who you are targeting yourcommunications to…3.Familiarize yourself with your site statistics • Google Analytics4.Do a regular site survey • Free tools like surveymonkey.com5.Do a regular content audit • This may be difficult but it will pay off Page 6
  • 7. Create good contentResearch reports, articles, policy papers, blogs, press releases, photos,videos, infographics, presentations, case studies, op-eds, interviews…It all starts here. Focus on creating good content.Create clear guidelines.Which everyone can easily access online (intranet).Have a clear workflow and sign-off process.Be unrelenting in upholding professional standards. Page 7
  • 8. Assemble your social mediaportfolioThe A-list: Facebook, Twitter, YouTube, FlickrplusWikipedia, Google+, LinkedIn, Pinterest, tumblr, Scribd…& don’t forget RSS feeds Page 5
  • 9. Make your content find-able • Most websites generate most of their traffic from search engines. • For Oxfam, >90% of SE traffic comes from Google. • Google accounts for >6% of all web traffic. • So you must pay attention to search engine optimization (SEO). • Write for the web. Page 9
  • 10. Make your content searchable • Have a powerful, robust, reliable site search • Google can index your PDFs Page 10
  • 11. Page 11
  • 12. Make your content share-able • People like to share. • Be sure your readers can easily share your content (‘like, G+, etc). Page 12
  • 13. Tweet like a pro• Tweet useful content• Engage your audience • Remember it’s a social medium • RT regularly, & participate in #FF• Tweet regularly (but not too much) • Tweet as often as is sufficient and necessary. • Naturally this will change depending on external events (eg, a Haiti earthquake; you’re are at Rio+20 Summit, etc).• Use #hashtags • Be aware of trending hashtags• Who you follow reflects who you are• Promote your twitter account• Track your links • Monitoring allows you to see what works, when• Use a dashboard Page 13
  • 14. Cross-linkand promoteCrosslink your channels and promote everything:Research reports, articles, policy papers, blogs, press releases,photos, videos, infographics, presentations, case studies, op-eds,interviews…
  • 15. Remember all your channels• Wikipedia is consistently in top 20 traffic drivers to oxfam.org• Scribd has generated 3,000 views of our latest annual report within 3 months of posting• Use email: more than 294 billion emails are sent per day. Thats 3.4 million every second!• If you have budget… AdWords/paid search Page 15
  • 16. How to make sense of it all? • Strategy allocates limited resources by prioritizing what activities return the greatest investment value over time. • Have a social media strategy. • If you don’t have a dedicated social media manager, spend only an allocated amount of time on it. • Monitor and evaluate. Then adjust your strategy and tactics. Page 16
  • 17. “Actionable listening” Credit Beth Kanter Page 17
  • 18. Links• https://twitter.com/#!/freestyleint/status/190720992467894272• http://onebiginternet.tumblr.com/post/20545503902/new-study-shows-56-percent-of-content-shared-online• http://searchengineland.com/social-tracking-integrations-for-google-analytics-99928• http://prezi.com/grpswbylywkz/responding-to-digital-disruption-of-traditional-communications/• http://www.socialmediaexplorer.com/social-media-marketing/26-twitter-strategy-tips/• http://www.bethkanter.org/action-listening/• http://www.bethkanter.org/tools-sm/• http://www.bethkanter.org/dashboard-tips/• http://socialmedia-listening.wikispaces.com/Instructional+Demo+Links• http://www.euforicservices.com/2012/02/how-odi-uses-digital-tools-for.html• http://www.intersectionconsulting.com/tag/digital-strategy/• http://mashable.com/2010/06/17/twitter-strategy-business/ Page 18
  • 19. Questions? • Do you post the same content on all your social networks? • Where does user-generated content come into the mix? • Joel Bassuk, Digital Communications Manager, Oxfam International • joel.bassuk [at] oxfaminternational [dot] org • On Twitter @blazing • …I’m also on LinkedIn, Flickr, Posterous, Blogspot, Wordpress, Delicious, Facebook… Page 19

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