Practical tips for digital implementation in small not-for-profits - Adam Bishop
Practical Tips for Digital Implementationin Small Not-for-ProfitsPRESENTED BY ADAM BISHOP
IT’S NOT ALL ABOUT ME…BUT THIS BIT IS!• 30 years of age (just!)• Executive Director of Athletics SA since 2008• Masters in Sports Administration (USA)• Bachelor of Education (Physical Education andEnglish)• Distance runner• Avid user of Social Media and passionateabout technology
IT’S NOT ALL ABOUT ME…BUT THIS BIT IS!• Not a social or digital media expert!• First joined Facebook in 2005• Currently utilise a range of digital platformsfor business and personal use includingFacebook, Twitter, YouTube, Four Square,LinkedIn, WordPress, Google Analytics, MailChimp, Google Alerts, online membershipmanagement software, and so on…
AIM OF THIS SESSIONDemonstrate, through real world examples,how you can successfully utilise digital andsocial media in small organisations whereresources are an ongoing challenge
THE INTERNETA Deloitte study for search engine Google found…• More than one third of small businesses don’tuse the internet• Only 16% of businesses are highly engaged withthe internet, while 35% of businesses are notengaged with the internet at allSource: In Daily 16th April 2013
WHERE DO I START?With a website!• 38% of Australian SMEs don’t have a website• 72% of SMEs with websites reported thathaving a website had improved theeffectiveness of their businessSource: innovation.gov.au
athleticssa.com.au• Simple and easy to use• Launched in April 2011• Built on WordPress– Over 65 million users world wide– Used by some of the world’s best known brandsincluding Sony, CNN, New York Times, UPS, GM,and ebay
WordPress• Is an open source platform• Allows developers the world over to createsolutions that “plug in” to the core CMS• Plugins available for almost anything you wantto do!• And best of all…IT’S FREE!
Website Tips• Explore the use of open source platforms suchas WordPress, Joomla, Drupal• Opt for a platform that allows you to easilyupdate and add content• Seek out a team of people (can be volunteers)who can regularly add new content• Seek expertise within your organisation toassist in the technical areas• Make sure your website works on mobile!
WHY SOCIAL MEDIA?Social Media Video 2013 by Erik Qualmanhttp://youtu.be/QUCfFcchw1w
Social Media• There are a plethora of social media platformsnow in existence• No single person or organisation can be on allof them• Each is different and engages people indifferent ways
Social Media to the Rescue!← please excusethe grammaticalerror!
Social Media• The challenge forbusinesses, including NFPsis to know what platformsyour “customers” andpotential “customers” areusing and…• … which platforms youshould invest in to providethe greatest level ofengagement with yourbrand
Case StudyAthletics SA Facebook PageExcellent match for Athletics SA because…• 58% of our members are under the age of 20• Diverse sport so there’s a wide variety of richcontent readily available• Photos are easy to capture and upload• Integrates well with other communicationchannelsSource: Huffington Post
Athletics SA Facebook Page• Athletics SAhas 750members• Yet has 2525Facebook fans(as at 9th May2013)
Athletics SA Facebook PagePhotos onour page,on average,receivetwice asmanyimpressionsas otherposts!
Facebook Page AnalyticsPowerful, easy to understand, in-built analytics that allowyou to see who is engaging with your brand and whatcontent they most like to engage with
Facebook Advertising• Simple and easy way to reach potential customers• Pay per click or payper 1000 impressions• Target ads (age, locationinterests)• Boost page posts
Facebook Tips• Use analytics to discover what posts are mostpopular and post more of that content• This will also help boost visibility (Edgerank)• Keep posts short• Post only once or twice per day, but post regularly• Post links, with a “teaser” summary, to news itemson your website to boost website traffic• Have multiple people managing the page• If you have limited resources, look to utilise a poolof volunteers
CASE STUDY - ATHS VIC TV• Joined YouTube on 18th August 2007• Channel has 901 subscribers• 1,093,022 views (as at 6th May)In contrast, Athletics Australia…• 245 subscribers• 39,608 views
GOALS FOR ATHS VIC TV• Promotion of the sport• Coaching resource• Benefit to members• Advertising opportunities
ATHS VIC TV – HOW?• AV provide equipment (cameras, microphones,software, computers)• Film all events and interview participants, coaches, andadministrators• Edit raw footage and overlay graphics and commentary• Promote through website and other communicationschannels• Run by volunteers• Low cost to operate• High level of engagement
WHAT’S NEXT FOR ATHS VIC TV?• Progressed to Live Streaming of events• Plan to educate other athletics bodies• Create a national network of content• Produce low cost athletics programs suitableto run on community television channels
TIPS FROM ATHS VIC TV• Good sound quality is vital• Essential to have a good quality camera lens• Get Adobe Creative Suite through ConnectingUp• Post production will generally take around 30minutes to an hour for each minute of footage• Name athletes being interviewed on screen• Results screen makes a big difference to thevideo
Social Media Tips• Social media is free!• Social media’s not free!– Time and energy– Design and set up• Impossible to be on every platform so do yourresearch and work out what’s right for yourorganisation
Social Media Tips• Social media needs to be a two-wayconversation• See negative comments as an opportunity
Social Media Tips• Integrate and Syndicate– Set up automatic syndication to a range of socialmedia platforms (e.g. FB to Twitter)– Integrate social media into your website (i-frames)• Schedule posts• Use social media to drive customers to yourwebsite• Seek out volunteers in your organisation• Use tools to simplify the managementof multiple accounts (Hootsuite)
Social Media Tips• Post engaging content (ask questions, postphotos and video)• Experiment with advertising and competitions• Follow social media experts and sites online(they’ll give you really useful tips andinformation for free!)• Explore and learn• Embrace the digital world