Embed and optimise your social media activities


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Damien Clarkson, NSPCC

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  • You should be in a position whereby you now have a portfolio of social tools, with some resource allocated to them It is important to recognise that some channels will work better for different audiences/activities but the key is to play with the different tools and discover what is right for your audience (for example we found at kKnowHow NonProfit we found that Twitter worked really well for us enabling us to link people with resources)
  • Generation Y – Idealistic, cause driven generation, we are digitally enabled and we expect charities to be the same, we are transparent in our communications and therefore we demand that from charities we support. In the past people gave to a specific charity loyally for years, behaviours are changing generation Y are more passionate about causes rather than specific charities To borrow a phrase from Beth Kanter’s book “The Networked NonProfit” generation Y “were born clicking” The rise of the mobile internet has changed the way we engage with other media, who’s tweeted why watching bbc question time? Different expectations ways of consuming content Mobile on the move, apps, gamification, Listening instead of dictating change in the way we communicate
  • 1) So around the 4 th of October Apple are releasing the latest i-phone which undoubtedly will create the usual frenzy to own the latest handset, which in turn will see old handsets passed down the line to parents, friends and children. 2) This graph illustrates that it is expected that mobile internet usage will overtake desktop internet users by 2014. 3) So when you go back to the office double check that any new web projects are considering mobile.
  • Some fans of Ted Talks may have watched Economist Rachel Botsman’s recent talk on how as consumers are conusmption habits are shifting from a culture of |”me to a culture of we”. Think back 10 years ago, we used to buy DVD’s boxsets maybe we would watch them once, twice sometimes, three times if we really loved it. Then that DVD would sit there in our house as a monument to our good taste for everyone to see This started to change 10 years ago with the rise of amazon and E-bay when we started selling our goods The change in our consumer habits have actually lent themselves very well to social, we now show off about our music taste with spotify lists or blog about our favourite books, we want to people to go from “oooh they have lots of good books” to “wow they always tweeting about their great books” (real world resources LiftShare, Couch Surfing, read it swap it. What this means to us as Charity communicators if we deliver great content. Our supporters will reward us by consuming and sharing.
  • The basics of good communications still apply But we can use our community to help us, why not use Facebook or Twitter to find out what your audience want to hear about? Always ask the question if we are going to the effort to write a press release on our position should we be saying the same in social media friendly way.
  • This campaign is great because it gives a clear powerful call to action, bringing in a comedy element and has great imagery. Memorable because Barbie and Ken are a symbol of childhood, just like lego or in my case thundercats This page gives lots of great options on how to get involved, you can join a group to take action in your area, email Mattel to display your distaste with deforestation or sign up to become part of the wider community. Memorable because Barbie and Ken are a symbol of childhood, just like lego or in my case thundercats
  • Also really important to make sure that you give people options to get involved with your social channels once some reads an article, make sure they have somewhere to go from there. Make sure you cross promote channels/ create virtuase cycle/ sticky bits /QR codes
  • 1) Depending on your charity you may have to put in place a risk management guide. At the NSPCC we have a risk management plan to help us be more transparent and less risk adverse in our communications. This means that we can say things that we know could potentially cause people to disclose sensitive information but we have a pre approved messages for if someone declares sensitive information, we are able to protect them and the people they mention, this also expands to frequently asked questions, we have pre approved answers to signpost to our services. We always try to add a human touch to these messages. However we employ an out of hours social moderation agency this means that people can always get an answer from us even when we are not at work. Protect People Protect those people who could in some cases be falsely accused of offenses Be riskier with our posts, start debates knowing that we are prepared to react in quick and considered way at all times
  • 1) So what is a makes a good policy? The purpose is to empower staff to represent their charity in a positive light, build relationships with supporters and demonstrate what they do on a day to day basis. 2) The policy should also be used to put staff’s mind at rest and protect the brand by outlining the terms of reference you allow staff to feel comfortable about what they can say and what they can’t say.
  • 1) Recently at the NSPCC we ran a campaign to raise awareness about the need for more therapeutic service for children who have been sexually abused. This was a traditional one week media campaign.
  • What is Storify? 1)Storify gives you the opportunity to create your own story using social media, so for example I could take a tweet someone a facebook post, an audio boo and use them to create my story. 2) This is a great way of creating a new story from an existing story, so let me give you an example.
  • So we decided to create our own story of the campaign on social media using storify
  • 1)Throughout the campaign we collated the best tweets and FB postsinto a story. Which was great firstly for demonstrating to the powers that be the positive effect of what we are doing on social (so the answer to what was the buzz like question? internally was answered. 2) When our story was completed we tweeted all the people who have featured in the story. Who then in turn shared it with others. We have had over 250 reads of the story and it has been a great piece of internal communications about how the campaign went.
  • So Storify was about conveying the impact buzz of social media activity. What we also created was an infographic which notoriously do well in social media. We used nothing except our stats from the campaign research and our in house designer. The idea behind the info graphic was to quickly convey the scale of the problem in a glance. Good for people with short attention spans and a way of making some dry stats visually stimulating.
  • 1) So bit of a confession I love Nirvana, so last week i went along to a gallery in Brick Lane in London to look at lots of pictures of the band to celeberate the 20 th Anniversary of Nevermind. 2) I then stumbled across my new favourite social network instagram with a crowdsourcing ask. 3) It asked fan’s of the band to upload pictures on instagram of #nirvana memorabilia, these would then be displayed on Facebook. So I ran home very happy and started snapping pictures of my favourite Kurt stuff
  • And here I am in a massive gallery of nirvana pictures all crowdsourced from fans. The most popular of these pictures have been displayed as a interactive part of the gallery. This has made new digital content shared across instagram and other social channels.
  • You wouldn’t spam people in real life conversation, so don’t do it online. If we are doing something in the physical world, can we add a digital element, if we are commenting on a breaking story are we talking to our twitter followers. Spreading understanding throughout your organisation is key. By training people throughout your organisation in digital you will get them thinking about digital in their own projects which will lead to more social ideas Like many charities for us this is a work in progress but we are getting there. The faster you can move with trends and the news agenda the better for you Digital is here to stay and is only going to get bigger and move faster, embrace it and talk to people and you will be fine it isnt rocket science.Social, SEO,Blogs, Geo Location, it is all here to stay. Ask questions and get guidance the charity sector is brilliant at helping each other, great support networks are. There are loads of great resources such as, Charity Comms, KnowHow NonProfit, NFP Tweetup, Third Sector Communications group (run by rob dyson Whizz Kidz
  • Embed and optimise your social media activities

    1. 1. Digital Communications Conference Embed and optimise your social media activities Damien Clarkson, Social Media Manager, NSPCC
    2. 2. Embed and optimise your social media activities Damien Clarkson, Social Media Manager @NSPCC
    3. 3. What We Will Cover• The changing face of supporters• The change in our consumption habits• Getting your message right• Your social media toolKit• Making the story run content• Get people involved- crowdsourcing• Top tips to embedding digital into your social
    4. 4. Channels established and ready to go
    5. 5. Our audiences are changing
    6. 6. The rise of mobile
    7. 7. Messaging• Get the message right - make it memorable / mean something / something people can engage with.• Think about your audience.• Listen as well as talk.• If your saying it offline, ask are we saying it online?
    8. 8. Get Organised Get Social •Staff use of social policy •Social Media Guidelines •What is your tone of voice? General best practice •Guidelines •Risk Management Guide
    9. 9. Risk Management Guide• Pre approved answers to faq’s /posts• Escalation procedures• Examples of difficult community moments• Real life examples of problem posts which have occurred previously
    10. 10. Staff Use Of Social• Outline how staff represent themselves in social spaces. So for example Social Media Manager @NSPCC• Give guidance on the tone of voice staff should adopt when discussing the charities work externally• Outlines how staff can more closely engage with supporters
    11. 11. Old School, Meets New School
    12. 12. My Top Tips1) Be human in your communications2) Ask the digital question3) Identify your digital champions4) Be as nimble as possible5) Embrace social- it is here to stay6) Network and listen
    13. 13. Thanks for listening• Please ask me questions or tweet me if you prefer and I will get back to you. @damienclarkson