Marketing using social media

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I'm co-running a workshop for charities about using the press and social media to promote your not for profit organisation. It's in Brighton in November, organised by Working Together Project.
It includes a checklist for social media as part of the marketing mix plus five steps to running your social media campaigns.
I've credited the images wherever possible - apologies if I've missed some.

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Marketing using social media

  1. 1. A piece of cake?Marketing and social media Mark Walker, Consultant
  2. 2. Todayhttp://www.flickr.com/photos/colemama/5476978037
  3. 3. Tomorrowhttp://www.flickr.com/photos/theilr/345056969
  4. 4. The day after….http://www.flickr.com/photos/soheilk/4438771159
  5. 5. Outcomes• Familiar/aware• Planning• Execution• Measurement
  6. 6. A social media checklist Twitter  What do we want to achieve? Facebook  Who do we want to reach? Email newsletter  Who will help us reach them? YouTube  What is our message? SMS  What stories will we tell? Blog  Which tools will we use? LinkedIn  Where will we start? Flickr  What will we do? PR  What will we measure? Print  Who will be involved? Direct mail/post Advertising Other:
  7. 7. About you
  8. 8. Why social media?AwarenessUnderstanding
  9. 9. Who uses social media?• Young People • Your Volunteers• Older People • Your Friends• Wealthy People • Your Family• Poor People • Your Funders• People With Disabilities • Your Partners• Geographic Communities • Your Customers• Communities of Interest • Your Competitors• Government • Your Suppliers• Business• Individuals• Your Colleagues
  10. 10. Yes we can!FacebookTwitterYouTubeWebsite/Blog$$$PeopleSkillsCharismahttp://www.flickr.com/photos/8832710@N05
  11. 11. PlanningMarketing Mix Storytelling Training Policy Budget Meetings
  12. 12. Why social media?Cost/ImpactSharing ThinkAccessible DIGITAL! by defaultEngagingAlways onFlexibleEmpoweringhttp://www.nasa.com
  13. 13. Get to know social mediaThe toolsIntegration
  14. 14. The right mix?IngredientsFlavoursRecipeSkillsExperienceFamiliar toolshttp://www.freeimagearchive.org
  15. 15. The ingredients• Print • Twitter• Advertising • YouTube• Direct mail • Website + Blog• Press + PR • Email newsletters• Events • Flickr, SurveyMonkey,• Personal selling Slideshare, etc• Seasonal sales • SMS• Product development • Podcast• Pricing• Facebook
  16. 16. Tuning In http://www.flickr.com/photos/richevenhouse/2012636456
  17. 17. FacebookUse it for • Groups vs Fan Pages• Interaction/Sharing • Frequency/Workload• Promotion • Privacy• Campaigns/Influence • Personal profiles• Service Delivery – Staff, volunteers,• Fundraising service users• News • Measurement• Events – Quantity vs quality• ConsultationQuestions to ask
  18. 18. Facebook
  19. 19. TwitterUse it for • Which audience is it using• Listening/learning it?• News • What content will you link• Sharing to?• Fundraising • How frequently? • Who and when? • Measurement - bitlyQuestions to ask
  20. 20. Tweetdeck
  21. 21. YouTubeUse it for • Which audience is it• Explaining relevant to?• Telling stories • How will you produce• Fundraising content?• Learning • How frequently? • Who and when? • MeasurementQuestions to ask
  22. 22. Your WebsiteUse it for • Up to date + accurate?• Explaining • Can we easily update it• Telling stories ourselves?• Fundraising • Who can update it/when?• News • Calls to action?• Events • Feedback mechanisms?• Opinion• Campaigning/InfluenceQuestions to ask• Who uses our site?
  23. 23. Bolt-ons you may needJustGivingPayPalEventBriteSlideshareFlickr
  24. 24. Equipment you needComputer/internetMobile phoneCamera + mic
  25. 25. What you need to knowHow to use Facebook/Twitter/etcHow to use your phone/camera/etcHow to edit/upload/embedHow to tell stories/be engagingWhat works/good ideas/experienceHow to learn/Who can help
  26. 26. What to do1. Plan2. Listen3. Be useful4. Engage!5. Measure
  27. 27. 1. A sense of direction…Where arewe nowWhere arewe going?How willwe get there?http://londonist.com/2011/11/accessibletubemap.php
  28. 28. 1. Horses for coursesEventsFundraisingSellingVolunteersChangingthe worldhttp://www.freeimagearchive.org
  29. 29. 2. Grow bigger earshttp://www.istockphoto.com
  30. 30. 3. Be useful http://www.flickr.com/photos/richevenhouse/2012636456
  31. 31. 4. Engage! Be active
  32. 32. 5. Measure. Improve.Use a spreadsheetMeasure what you canDo it oftenLook for patternsShare and learn togetherPhoto by Darren Hester via Flickr
  33. 33. How to do itMini-campaigns
  34. 34. Short term campaignsTwo to three monthsAGM, community event, etcDraft plan + timetableFocus on actionMeasure and reflecthttp://www.freeimagearchive.org
  35. 35. A social media checklist Twitter  What do we want to achieve? Facebook  Who do we want to reach? Email newsletter  Who will help us reach them? YouTube  What is our message? SMS  What stories will we tell? Blog  Which tools will we use? LinkedIn  Where will we start? Flickr  What will we do? PR  What will we measure? Print  Who will be involved? Direct mail/post Advertising Other:
  36. 36. ExerciseHow could social media help you sell ticketsfor a fundraising event? OrHow could social media support your nextcampaign?
  37. 37. Run an event
  38. 38. And finally… Five top tips1. Start. NOW!2. Listen and learn3. Keep practising4. Measure what you do5. Get to know your tools
  39. 39. A social media checklist Twitter  What do we want to achieve? Facebook  Who do we want to reach? Email newsletter  Who will help us reach them? YouTube  What is our message? SMS  What stories will we tell? Blog  Which tools will we use? LinkedIn  Where will we start? Flickr  What will we do? PR  What will we measure? Print  Who will be involved? Direct mail/post Advertising Other:
  40. 40. BONUS! Free toolsFive top tools to try today!1. Measure: www.bit.ly2. Listen: www.tweetdeck.com3. Learn: www.slideshare.net4. Storytelling: MovieMaker/iMovie5. Edit: www.piknik.com
  41. 41. Contact us SCIP Community Base Queens Road, Brighton BN1 3XG 01273 234049 mark@scip.org.uk www.scip.org.uk @scipnews www.slideshare.net/scipmark
  42. 42. Useful stuff1. Measure: www.bit.ly2. Listen: www.tweetdeck.com3. Learn: www.slideshare.net/scipmark4. Storytelling: MovieMaker – Windows Live Essentials5. Edit: www.piknik.com6. Facebook: http://www.facebook.com/nonprofitorgs

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