Introduction to social media

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A quick introduction on social media for not-for-profits

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Introduction to social media

  1. 1. Introduction to Social Media
  2. 2. Quick stats for Australia 11400000 2700000 2200000 1000000 Facebook LinkedIn Twitter Instagram
  3. 3. http://digiocial.com/2013/05/state-of-australian-social-media-2013-infographic/
  4. 4. How people are using social Social media is about people connecting with people and things they care about
  5. 5. Start with a plan A quick introduction to strategic communications
  6. 6. What can we do with social media? • Online fundraising • Community engagement • Raise awareness • Outreach • Engage new demographics • Advocacy • Increase registrations • Increase membership • Listening to your audience • Impact policy • Contact influencers directly • Gathering data for decision making • Customer service • Just listen
  7. 7. What are DOME’s communication goals? Key Audiences Who are you trying to reach? Goals What are you trying to achieve? Objectives How are you going to achieve it? Strategies What steps need to be taken? Tactics What tools do you need to get the job done?
  8. 8. What are DOME’s communication goals? Tactics Strategies Objectives Goal Goal Objective 1 Strategy 1 Tactic 1 Tactic 2 Strategy 2 Tactic 2 Tactic 2 Objective 2 Strategy 1 Tactic 1 Strategy 2 Tactic 1
  9. 9. Make your objectives measurable – Audience growth – Reach – ‘Engagement’ – Virality – Registrations – Newsletter sign-ups – Downloads – Donations – Share of voice – Website traffic – Keywords – Search traffic – Demographics – Timing – Open rates – Click rates • We can measure a LOT online • A/B Split testing can help to refine strategies • How can social media feed other parts of your online presence?
  10. 10. Digital strategy Blog post Social media Email Media release News- letter Social media may play a role in a broader digital strategy E.g. • Publishing channel • Conversation channel • Feedback channel • User generated content channel
  11. 11. Showcasing work Women’s & Children’s Hospital Foundation (Facebook) http://www.facebook.com/WCHosp Foundation • 2,584 likes • Promotion of events • Community stories from people who have been helped and volunteers
  12. 12. Showcasing work The Cake Angels (Facebook) https://www.facebook.com/pages/T he-Cake-Angels/183111885109018 • 2,960 likes • New NFP started from a community of cake makers talking on Facebook • Highlight work of volunteers
  13. 13. Community support Lost Dogs of Adelaide (Facebook) http://www.facebook.com/adelaided ogs • 18,713 likes • User-generated content • Community shares pets they’ve found/sighted/lost • Number of success stories
  14. 14. Community support Trans-help Foundation (Facebook) https://www.facebook.com/TransHel pAU • 2,543 likes • Support for transport workers • Reports news • Crowdsourcing help • Maintenance support
  15. 15. Guide conversations StartSomeGood and Change.org • Rally people behind a cause • Multiple platforms • Petitions • Crowdfunding • Fundraising • Advocacy
  16. 16. Value-add content Bunnings Warehouse (YouTube) • Not officially on Facebook (although some stores are there) • Produce value-add content, educational material
  17. 17. Value-add content ACNC LinkedIn Group • Discussion group for individuals • Resource sharing • Moderated
  18. 18. Example: Getting attention Goal: Raise awareness of DOME with local govt Objective: Engage with politician publically online Strategy: Retweet and mention them once a week Tactic: Twitter list of government organisations
  19. 19. Example: Value-add services Goal: Diversify DOME’s educational opportunities Objective: Create monthly video tutorials for our website Strategy: Use social media to promote tutorials Tactic: Obtain video recording tech
  20. 20. Advertising on Facebook • Audience segmentation is the real value – CPM = cost per 1,000 impressions – CPC = cost per click • Other options: Google Grants

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