SUSTRANS: COMMS & CAMPAIGNSTHROUGH SOCIAL MEDIA (PART I)SUSTRANS SOCIAL MEDIA AWAY DAYYEO VALLEY FARM CENTRE, 14 March 2012 Photo: Nojhan
JEMIMA GIBBONSSOCIAL MEDIA STRATEGISTALL ABOUT BRANDS
AGENDA part I1. What can ‘social’ do for Sustrans?2. Six reasons why the Social Internet is the new Gutenberg Press3. Top line case studies and activist role models4. Getting started: your 6 point social media strategy5. LUNCH!!
AGENDA part II1. Twitter tools: RSS, Bitly, Paper.li, Foursquare, Tweepi2. The 3Cs: Community, Content and Competition3. Content strategy: YouTube, Facebook, Instagram, Flickr & blogs4. Your reputation capital: Alerts, Analytics and InMaps5. #FAIL! How not to be a social media disaster zone
ManagementCampaigning Research Fundraising Projects DevelopmentSales Marketing Volunteer network IT Procurement HR Photo: Simon Blackley
EXERCISE 1:Write down your top 5 issues -comms and work in general
SUSTRANS: KEY ISSUES1. Legacy/ lack of digital understanding2. No cohesive, organisation-wide social media strategy3. Scattergun approach, eg: lack of engagement with blogs/ Twitter4. Competing for funds with new, more nimble orgs5. Reluctance to act until digital review is complete
4. YOUR SIX POINT SOCIAL MEDIA STRATEGY (USING TWITTER)
ANSWER THESE QUESTIONS1. WHY DO YOU WANT TO USE SOCIAL MEDIA?2. HOW WILL YOU MEASURE SUCCESS?3. WHO DO YOU WANT TO CONNECT WITH?4. WHAT ARE YOU PASSIONATE ABOUT?5. WHERE DO YOU WANT TO MAKE AN IMPACT?6. WHEN WILL YOU DO IT?
BUILDING A TWITTER PROFILE1. Think about what you want to get out of Twitter and the audience you want to reach.2. Fill out a descriptive bio so when you appear in peoples timelines, you look relevant and interesting, and they are intrigued enough to follow you back.3. Use the “Block” option for trolls, bots and anyone who spams you.4. To get started, follow back pretty much everyone who follows you; a lot of people follow just to get a follow back and if you dont they unfollow.5. If you want to keep your “Following” number down, use lists instead of follows.6. Use free tools eg. tweepi, justunfollow, untweeps to keep your account relevant.
WHAT DO I TWEET ABOUT?1. Reply to all mentions, even if it’s just a thank you.2. Decide two or three areas that you’d like to be inﬂuential in; stick to those to start.3. Share links to videos/ articles that you think your audience is interested in.4. Try to share 2 or 3 items every day; add your own insightful comment.5. Retweet people who are inﬂuential in the areas you have chosen.6. Take photos with your phone and add them to tweets.7. Use hashtags when relevant; create hashtags for your own events and campaigns.8. Develop your own style and personality; follow mentors for ideas; be natural, friendly and conversational - never use hard sell tactics.9. Use a tool like bitly to shorten urls and track responses.10. Use Hootsuite or Tweetdeck to schedule tweets and manage multiple accounts.
EXERCISE 2:Write your 6 point Twitter strategy