This document discusses strategic social media planning and provides tips for social media campaigns. It outlines objectives like building engagement, listening to conversations, and reputation management. Pros include one-on-one conversations and brand awareness, while cons can be high costs and labor. The document advises planning content type, audiences, and repurposing. It provides an example of securing influencers in Wales that reached over 10 million people. Finally, it discusses community management, localizing content, and crisis response.

1. Vicki Spencer-Francis - Managing Director
@spenno
Kate Mann - Associate Director
@katesull

2. Why social?

3. Objectives
PROS • Building an engaged
community
• One-on-one
conversations
• Listening to what
people are talking
about
• Being reactive to
news and trends
• Reputation
management
• Brand
awareness and
reach
• Targeting
different groups
of people
• Video and Live
broadcasting
• Telling your story
• Big, tentpole
campaigns
• Longer form video
• Building up a
picture of you as an
organisation
• Content discovery
• Targeting people who
have specific passions
• Showing off your most
visually appealing
content
• Content discovery
through hashtags
• Being creative!
• Connecting with
people who are
interested in you as
an organisation
• Telling your brand
story
• Blog-style content
CONS • Labour intensive • Costly – low
organic reach
• You need to
spend on
production as
well.
• Expensive to
produce video
content
• Hard to get people
to subscribe
• Not easy to get people
to interact with content
if it’s not high quality
• Overly corporate
• Not easy for pages to
create content that
isn’t just copy and
links

4. Your audience

5. Planning

6. Content type
Images – typographic,
photographic or
illustrated
Shot video:
Photographic video
Animated video
Animated gif.
Stop motion video
Cinemagraph

7. Repurposing

8. When it goes well

9. In Wales, we secured the support of 16 social
influencers.
Highlights included:
• Spoof walking maps from Welsh Dai Llama prompting
663 engagements from his rugby-orientated
audience
• A walking challenge with Welsh Girl Problems with
her team of 70 reaching almost one million steps in
two days .
• A hunt for the Most Stunning Place to Step hosted by
Visit Wales had 50 entries and 18.2k engagements
across Facebook, Twitter and Instagram
• Fitness posts from Healthy Fit Mum reaching all 252k
of her followers
Through all the activity, we secured 68 posts with social
influencers and therefore a total reach of 10.2 million
for the region.
Sport Relief

11. Community management

12. ‘Welshifying’ content

13. Crisis management

14. Thank you

15. Strategic social
media in Wales
Wales Networking Group
22 May 2018
Cardiff
#CCwales
Sponsored by

16. 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