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Social Media For Effective Campaigning

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My short presentation delivered at ACOSS Media and Communications Forum in Melbourne on 28 March, 2011.

Published in: Business

Social Media For Effective Campaigning

  1. 1. SOCIAL MEDIAFOR EFFECTIVE CAMPAIGNING #ACOSS2011
  2. 2. WHO IS?Kate Kendall@KateKendallkatekendall.comkendall.kate@gmail.com
  3. 3. SOCIAL MEDIA BREAKFAST 8AM, FRIDAYS AT 1000 £ BEND #SOCIALMELB | SOCIALMELB.COM
  4. 4. TIPS ON WHAT, WHEN ANDHOW TO USE SOCIAL MEDIATOOLS FOR CAMPAIGNING
  5. 5. “EFFECTIVE”
  6. 6. LET’S TAKE A LOOKIn order to have an “intended or expected effect” or toproduce the desired response, you need to know andunderstand the why.
  7. 7. WHY?HOW GREAT LEADERS INSPIRE ACTION BY SIMON SINEK
  8. 8. USE ONLINE CHANNELS TO INSPIRE OFFLINE BEHAVIOURAL CHANGES AND ACTION
  9. 9. TO DOCommunicate your vision, mission, ethos or purposeNPOs have the ability to be remarkably transparentand open = perfect for this spaceThink movements not marketingIt’s not B2B, B2C, B2G – it’s H2H, human to humanCollaborate – don’t reinvent the wheel that’s notbroken
  10. 10. LANGUAGE & STYLECritical in establishing trust in engagementKeep a social media style consistentUse the first personInspire people but keep it lightHashtag, hashtag, hashtagBe short and succinct, and don’t just link!
  11. 11. THE SOCIAL LANDSCAPEISN’T JUST TWITTER AND FACEBOOK!
  12. 12. PLATFORM
  13. 13. EMAIL (& WEB) The home of any social strategy Stabilises attention
  14. 14. EVENTS & MEETUPSThe real connectioncomes from the bondofflineNothing’s stopping youorganising your owninformal, lean events!
  15. 15. METRICSMany tools available – many of them expensive andbulkyI lightly monitor awareness via Google Analytics, @replies, Twitter search, email subscribers, GoogleAlerts, Favstar.fm, Facebook Insights, bit.ly links,Birdbrain, etc.
  16. 16. RESEARCH
  17. 17. IT’S NOT MYOPIC MEDIA –SOCIAL IS ONLY AS GOOD AS YOUR BROADER MEDIA STRATEGY
  18. 18. SHOWCASE ONE:THE CONVERSATION
  19. 19. theconversation.edu.au
  20. 20. We needed tocommunicate trust,credibility, values,standards, governance,ethics, business structure...
  21. 21. SHOWCASE TWO:CENTENARY INSTITUTE’S WORLD TB DAY APPEAL
  22. 22. tb.org.au
  23. 23. JUST INWWW.GOOGLE.COM/NONPROFITS
  24. 24. WHAT’S ON IN MELBOURNE? FOUNDER AND CURATOR OF THEFETCH.ORG
  25. 25. CHEERS FOR LISTENING. QUESTIONS?

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