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Make it social

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Angharad Francis, community manager and Emily Boardman, community manager, Social Misfits Media

Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

Published in: Government & Nonprofit
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Make it social

  1. 1. Small Charities Communications Conference London 10 July 2019
  2. 2. WHO WE ARE
  3. 3. TODAY’S STRUCTURE PART ONE: COMMUNITY • What is a Social Media Strategy? • Step One: Goals • Step Two: Audit • Case Study: Autistica PART TWO: ENGAGEMENT • Step Three: Content • Case Study: Bliss PART THREE: SOLICITATION • Step Four: Analytics • Measurement • Case Study: Islamic Relief Q&A
  4. 4. PART ONE: COMMUNITY
  5. 5. WHAT IS A SOCIAL MEDIA STRATEGY?
  6. 6. WHAT IS A SOCIAL MEDIA STRATEGY A social media strategy defines the relationships, their value and sets out a plan to harness them to achieve a particular goal or set of goals.
  7. 7. WHY IS IT IMPORTANT? • 7.2% of individual donations in the UK were made online in 2016. • In 2018, the global population of social media users grew to 2.44 billion, or 33% of the world population. • 95% of NGOs worldwide have a Facebook page. 83% have a Twitter profile. 40% are active on Instagram. • 18% of all online donations come from mobile device users.
  8. 8. WHAT DOES IT LOOK LIKE? 1. Goals 2. Audit 3. Content 4. Analytics
  9. 9. COMMUNITY Step One: Goals 1. Goals 2. Audit 3. Content 4. Analytics
  10. 10. GOALS: WHY DO CHARITIES INVEST IN SOCIAL MEDIA? • Most charities now have a presence on social media – how are you using it? • ‘The Ask’. • Not just about having a presence.
  11. 11. GOALS EXERCISE • What are your organisational goals? • Who are you trying to reach? • How can social media help you achieve these?
  12. 12. COMMUNITY Step Two: Audit 1. Goals 2. Audit 3. Content 4. Analytics
  13. 13. AUDIT Now that you’ve identified your goals, take a step back to take a look at your existing activity. Take stock of: • Your audience. • Evidence (Analytics). • Platforms. • Content.
  14. 14. P.O.S.T. THEORY PEOPLE Who are your audience? • What motivates them? • Who do they listen to? • What’s important to them? • What makes them take action? OBJECTIVE What do you want to get out of your digital strategy? • Donations? • Sign ups? • Educate? • Drive website traffic? SOCIAL OPTIMISATION What will your plan/workflow look like? • Content Calendar? Engagement? Influencers? • How are you hoping to meet your objectives through your target audience? TOOLS What platform will you be using? • Twitter? • Facebook? • Instagram?
  15. 15. CASE STUDY • 11 corporate fundraising awards in the past eighteen months. • Use of LinkedIn and internal channels. • Work as a team across all departments and share successes.
  16. 16. PART TWO: ENGAGEMENT
  17. 17. ENGAGEMENT Step Three: Content 1. Goals 2. Audit 3. Content 4. Analytics
  18. 18. CONTENT • Content types. • How it is distributed. • Best practice.
  19. 19. WHAT IS CONTENT? • Practical. • Functional. • Tactical. • Outcome-Oriented. • On social, it’s what we produce, consume and share – take place in many forms: video, text, audio, podcast, infographic or image.
  20. 20. CONTENT CREATION AND DISTRIBUTION • Research. • Be informed and reactive to trends. • Monitor activity. • Don’t be afraid to take risks! • Make sure conditions are optimal.
  21. 21. THE MOBILE EXPERIENCE • Mobile users exceeded desktop users for the first time late 2015. • Often overlooked in terms of social media. • Facebook mobile currently brings 1 in 5 users to JustGiving. • Think about mobile user experience. • E.g. JustTextGiving.
  22. 22. #HASHTAGS What is a hashtag? Social media is all about having a conversation, and hashtags make it easier to listen and engage with individuals talking about a specific subject area. #Caturday #CatsOfTwitter
  23. 23. #HASHTAGS How are they used? • Navigable lists. • It’s a way to ‘tag’ content to make it discoverable. • Highlight topics and conversations. • Craft voice. • Numbers – yes, spaces and punctuation – no! There isn’t a preset list of hashtags, so they can be put in front of anything.
  24. 24. #HASHTAGS Take Part in Conversations Events Creating and using hashtags for events can help attendees track posts and take part in conversations in real-time. If you’re hosting an event, it’s worth creating one that is memorable, unique, and relevant. Context Engaging with trending hashtags is a great way to drive likes and shares, but always be mindful of the topic and tone.
  25. 25. CASE STUDY • Successfully addressing difficult topics on social. • Use of ‘user generated’ content creatively. • Testing content is key.
  26. 26. PART THREE: SOLICITATION
  27. 27. SOLICITATION 1. Goals 2. Audit 3. Content 4. Analytics
  28. 28. MEASUREMENT & ANALYTICS
  29. 29. ANALYTICS “Data is the most powerful tool charities have to understand who their enthusiasts are and how they can better communicate with them, in order to build more meaningful relationships that lead to loyalty and increased giving over time.”
  30. 30. ANALYTICS: INTERNALISING FINDINGS • Start small and build incrementally. • Your strategy will be informed by what you learn through data. • A data-led digital culture is based on learning and growing, and is flexible and evidence- based.
  31. 31. CASE STUDY • Telling stories of supporters. • Use of a different approach per channel. • Facebook Live & WhatsApp. • Don’t be afraid.
  32. 32. SOLICITATION CHECKLIST • Showcase your work • Remember dinner party etiquette. • Tell people what you want. • Tell good stories. • Recognise every contribution. • Don’t skimp on transparency.
  33. 33. THANK YOU Any questions? Let us know, we’d love to hear from you.
  34. 34. Small Charities Communications Conference 10 July 2019 London #CCsmallcharity Sponsored by
  35. 35. Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

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