RSPB Social Media Training Session at RSPB Sandwell by Mike Gracia

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This is the public version (with some redaction) of the slides from a social media training session I ran at RSPB Sandwell valley.

The RSPB are the largest Wildlife charity in Europe, with over 1 million members.

I was asked to attend a media training day at the RSPB Sandwell Valley nature reserve to run the social media element of a media training day. We also had several 'break out' sessions where attendees of the training session brainstormed various ideas for social media use within their organisation - this culminated in the planning of how to use social media to:

* Promote a local event in advance
* Maintain engagement during the event by leveraging the power of social media
* Use social media after the event to re-connect with those that attended and drive awareness to those that missed the event, to boost attendee figures for next year's event.

This slideshow contains much of the content we covered during the day, with some parts redacted for privacy reasons.

If you're interested in learning more about the great work the RSPB does, visit: https://www.rspb.org.uk/

If you're interested in learning more about how social media can help your charity or business, contact Mike Gracia (mike@mikegracia.com) for a chat:

http://www.mikegracia.com/ (my blog and freelance site)
http://www.thinkabledigital.com/ (The digital agency I also work for)

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RSPB Social Media Training Session at RSPB Sandwell by Mike Gracia

  1. 1. Social Media Workshop
  2. 2. Introductions Who am I? • Digital marketing consultant for 9yrs • Director & head of strategy at Thinkable Digital • Also work on a freelance basis • Both a digital evangelist and a cynic!
  3. 3. IntroductionsIntroductions Who Are You? • Name • Function within the RSPB • What experience have you had with social media? (work or personal)
  4. 4. What we will cover this afternoon • What social media is & what it isn’t • Why social media offers a good platform for charities • Good examples of social media use • Why Strategy is important for social media • What’s involved with in a social media strategy • Several ‘Break Out’ sessions • Questions at the end
  5. 5. How do you feel about social media? • How do you feel about using social media to support the work you do for the RSPB? • Do you feel there are obstacles stopping you from using social media more? (time constraints etc)
  6. 6. What is social media useful for? Group Discussion: In general terms what do you feel social media is useful for?
  7. 7. What is social media useful for? In basic terms; social media gives us a platform that allows us to: • Engage with a wider audience – New and existing • Listen to relevant conversations • Get feedback from the public • Tell ‘your story’ • Promote events and gain backing for campaigns • Something that understanding well, will open doors to other positions
  8. 8. • A platform to shout about yourself or your organisation in a monologue style • A purely promotional tool • A good place to get into an argument! What social media Isn’t For
  9. 9. Why social media can be great for charities • In comparison to most businesses, charities will find it much easier to create an emotional connection with social media users • When people become emotionally engaged, they are likely to re-share • Messages shared to people by their friends are more likely to be engaged with & re-shared in turn • Snowball effect can follow, spreading reach
  10. 10. Example of Good Social Media Use Beat Bullying Campaign "Last year we found out that individual fundraising grew by just under 200 per cent as a result of young people getting involved with Beatbullying on social networking sites. First they interacted, then they went out and made money for us." Sarah Dyer, director of new media at Beatbullying • Use social media to engage with young audience to create awareness and social change • Train staff in social media use so they can amplify the message • Engage with journalists & authority sites
  11. 11. A Look at a Social Media #FAIL VW asked Facebook users what they would like them to do more of in the new year • Greenpeace asked their Facebook following to comment on the VW page • Negative comments ensued • VW completely failed to respond • The story went viral with thousands of negative comments and national press coverage Lack of complaints policy made things much worse
  12. 12. Why Strategy is Key • A strategy can help you handle complaints properly & turn negatives into positives, or at least reduce harm done by engaging with the issues. • Working to a plan & using tools increases efficiency & saves time • Makes managing multiple channels possible • Easier to measure success when you know your goals!
  13. 13. Key Components to Social Media Strategy 1. Devise a strategy to deal with complaints 2. Build engagement to amplify reach 3. Plan big pushes for key events & campaigns 4. Make it easier – Lightening the load
  14. 14. Strategy - Dealing With Complaints Can be as simple as a short document covering: • How to deal with complaints • List of common complaints • When to escalate a complaint • Who to escalate a complaint to Group Chat: How could you deal with the following complaints: • Report of a broken fence in the Sandwell reserve • Report of dog mess in the reserve • Give special focus on how to turn potentially negative mentions into positive engagements *
  15. 15. Key Components to Social Media Strategy 1. Devise a strategy to deal with complaints 2. Build engagement to amplify reach 3. Plan big pushes for key events & campaigns 4. Make it easier – Lightening the load
  16. 16. Strategy - Building Engagement Facebook – Facebook Edgerank algorithm uses ‘Affinity, Weight & Time-Decay’ to decide if users should see your updates – The more a user engages with you, the more they get your updates – Not all ‘Edges’ are equal Engagement isn’t about ‘likes’ or ‘followers’ Twitter – Faster flowing than Facebook – Less time to engage (fast stream) – Vital to @mention people to engage – No ‘Edgerank’ but people are notified when @mentioned
  17. 17. Strategy - Tips to Build Engagement 1 Types of Social Share • Post frequent updates, but intersperse self-serving posts with replies, questions and shares of other interesting stories • 4-to-1 or 7-to-1 rule • Vary types of content shared • Share RSPB blog posts & Campaigns • Share other content your followers may be interested in • Reply to mentions and comments • Use multimedia, especially on Facebook
  18. 18. Strategy - Breakout Brainstorm - Build Engagement • Break into groups of 2 or 3 • Spend 5 to 10 minutes thinking and listing as many types of content that RSPB Sandwell can publish on Facebook & Twitter with the specific aim of increasing engagement with social media users. • This could include types of social post (video/photo/reply), or subject matter such as content specific to the RSPB reserve, seasonal events, news, contests etc. • List each type of content and how it could be used to encourage engagement such as comments, replies, re-shares etc). • 1 Person from each group read out your ideas
  19. 19. Strategy - Tips to Build Engagement 2 Connecting With Centres of Influence What is a centre of influence? In this context, a centre of influence is person or social account who can influence your target audience. This could be a blogger, journalist, major/minor celeb, wildlife photographer or community group such as a youth club or local association. Why Identify Influencers? • Can massively amplify the reach of your social shares & blog posts • ‘Baiting’ influencers encourages them to share your content with their network • Benefit from their ‘social klout’ – Much easier to reach 2 people with 2k followers each than reach 4k people on your own
  20. 20. Strategy - Tips to Build Engagement 2 Connecting With Centres of Influence How to Engage With Influencers • Once identified, influencers should be engaged with whenever possible to keep them ‘warm’ for strategic campaigns. This saves time later on. • Create a stream of their social shares in Hootsuite to save time • Re-tweet & re-share their shares, being sure to @mention them • Ask them a question when the chance arrives & check for their answer • Answer their questions when possible • When sending out key messages, don’t be afraid to ask them to re-share – If you’ve engaged over time already, they will usually help
  21. 21. Strategy - Breakout Brainstorm – List Influencers • Break into groups of 2 or 3 • Spend 5 to 10 minutes creating a ‘hit list’ of as many influencers as possible. • Either specific people or more general (by group or job role) • As a guide, these people should be likely to be followed by your target audience • It’s fine to include industry-based people AND local organisations for us with Sandwell events. • 1 Person from each group read out your ideas
  22. 22. Tips to Build Engagement 3 Spread The Reach of RSPB Sandwell Blog Posts Getting More Eyes on RSPB Sandwell’s Blog Posts
  23. 23. Tips to Build Engagement 3 Spread The Reach of RSPB Sandwell Blog Posts Getting More Eyes on RSPB Sandwell’s Blog Posts • Blogging can be tied to social media, the two are very closely related
  24. 24. Tips to Build Engagement 3 Spread The Reach of RSPB Sandwell Blog Posts Getting More Eyes on RSPB Sandwell’s Blog Posts • Blogging can be tied to social media, the two are very closely related • In general people love images & video, but hate walls of text – Liven up posts & use interesting titles – Titles form default the social share title!
  25. 25. Tips to Build Engagement 3 Spread The Reach of RSPB Sandwell Blog Posts Getting More Eyes on RSPB Sandwell’s Blog Posts • Blogging can be tied to social media, the two are very closely related • In general people love images & video, but hate walls of text – Liven up posts & use interesting titles – Titles form default the social share title! • Share posts via your social channels and @mention anyone quoted in the post
  26. 26. Tips to Build Engagement 3 Spread The Reach of RSPB Sandwell Blog Posts Getting More Eyes on RSPB Sandwell’s Blog Posts • Blogging can be tied to social media, the two are very closely related • In general people love images & video, but hate walls of text – Liven up posts & use interesting titles – Titles form default the social share title! • Share posts via your social channels and @mention anyone quoted in the post • Share at the right time for each platform (stats provided in checklist)
  27. 27. Tips to Build Engagement 3 Spread The Reach of RSPB Sandwell Blog Posts Getting More Eyes on RSPB Sandwell’s Blog Posts • Blogging can be tied to social media, the two are very closely related • In general people love images & video, but hate walls of text – Liven up posts & use interesting titles – Titles form default the social share title! • Share posts via your social channels and @mention anyone quoted in the post • Share at the right time for each platform (stats provided in checklist) • Where possible, ask a blogger or influencer from your ‘hit list’ if they’d like to either comment on a story or event, this can encourage them to share the post
  28. 28. Tips to Build Engagement 3 Spread The Reach of RSPB Sandwell Blog Posts Getting More Eyes on RSPB Sandwell’s Blog Posts • Blogging can be tied to social media, the two are very closely related • In general people love images & video, but hate walls of text – Liven up posts & use interesting titles – Titles form default the social share title! • Share posts via your social channels and @mention anyone quoted in the post • Share at the right time for each platform (stats provided in checklist) • Where possible, ask a blogger or influencer from your ‘hit list’ if they’d like to either comment on a story or event, this can encourage them to share the post • Consider interviewing an influencer – They may love the exposure and share the post to their networks. **
  29. 29. Example of Good Posts - 1 SLIDE REDACTED ON PUBLIC VERSION FOR REASONS OF CONFIDENTIALITY
  30. 30. Example of Good Posts - 2 SLIDE REDACTED ON PUBLIC VERSION FOR REASONS OF CONFIDENTIALITY
  31. 31. Facebook page looks great! But let’s make it work for the blog. SLIDE REDACTED ON PUBLIC VERSION FOR REASONS OF CONFIDENTIALITY
  32. 32. When You Share Matters The chart above shows the times of day that, on average, RSPB’s Twitter followers are most active on the platform. SLIDE REDACTED ON PUBLIC VERSION FOR REASONS OF CONFIDENTIALITY
  33. 33. Key Components to Social Media Strategy 1. Devise a strategy to deal with complaints 2. Build engagement to amplify reach 3. Plan big pushes for key events & campaigns 4. Make it easier – Lightening the load
  34. 34. Big Pushes - Before Planning in Advance For Key Events & Campaigns With a little planning, social media can be used to amplify the reach of key events and campaigns.
  35. 35. Big Pushes - Before Planning in Advance For Key Events & Campaigns With a little planning, social media can be used to amplify the reach of key events and campaigns. • Identify influencers (industry & local if local event) well in advance and brainstorm how to get them on-board (bloggers, photographers etc)
  36. 36. Big Pushes - Before Planning in Advance For Key Events & Campaigns With a little planning, social media can be used to amplify the reach of key events and campaigns. • Identify influencers (industry & local if local event) well in advance and brainstorm how to get them on-board (bloggers, photographers etc) • Using a #tag for the event can pull shares together
  37. 37. Big Pushes - Before Planning in Advance For Key Events & Campaigns With a little planning, social media can be used to amplify the reach of key events and campaigns. • Identify influencers (industry & local if local event) well in advance and brainstorm how to get them on-board (bloggers, photographers etc) • Using a #tag for the event can pull shares together • Create a blog & social calendar ahead of time to engage & re-engage audiences
  38. 38. Big Pushes - Before Planning in Advance For Key Events & Campaigns With a little planning, social media can be used to amplify the reach of key events and campaigns. • Identify influencers (industry & local if local event) well in advance and brainstorm how to get them on-board (bloggers, photographers etc) • Using a #tag for the event can pull shares together • Create a blog & social calendar ahead of time to engage & re-engage audiences • Build up the post & social share frequency as the event gets closer
  39. 39. Big Pushes - Before Planning in Advance For Key Events & Campaigns With a little planning, social media can be used to amplify the reach of key events and campaigns. • Identify influencers (industry & local if local event) well in advance and brainstorm how to get them on-board (bloggers, photographers etc) • Using a #tag for the event can pull shares together • Create a blog & social calendar ahead of time to engage & re-engage audiences • Build up the post & social share frequency as the event gets closer • Hold themed contests on Facebook in the run-up to the event
  40. 40. Big Pushes - Before Planning in Advance For Key Events & Campaigns With a little planning, social media can be used to amplify the reach of key events and campaigns. • Identify influencers (industry & local if local event) well in advance and brainstorm how to get them on-board (bloggers, photographers etc) • Using a #tag for the event can pull shares together • Create a blog & social calendar ahead of time to engage & re-engage audiences • Build up the post & social share frequency as the event gets closer • Hold themed contests on Facebook in the run-up to the event • Widen the net with a service like ‘Thunderclap’ which allows you to crowd- source social media support
  41. 41. Thunderclap
  42. 42. Big Pushes - During Keeping Social Momentum During Events & Campaigns The social media campaign shouldn’t stop when the event starts. Keep those attending involved to spread the campaign’s reach to their followers too!
  43. 43. Big Pushes - During Keeping Social Momentum During Events & Campaigns The social media campaign shouldn’t stop when the event starts. Keep those attending involved to spread the campaign’s reach to their followers too! • Encourage attendees at the event to tweet and share on Facebook with #tags ***
  44. 44. Big Pushes - During Keeping Social Momentum During Events & Campaigns The social media campaign shouldn’t stop when the event starts. Keep those attending involved to spread the campaign’s reach to their followers too! • Encourage attendees at the event to tweet and share on Facebook with #tags • Hold a contest for the cutest/funniest ‘anythingest’ photo or video of the event
  45. 45. Big Pushes - During Keeping Social Momentum During Events & Campaigns The social media campaign shouldn’t stop when the event starts. Keep those attending involved to spread the campaign’s reach to their followers too! • Encourage attendees at the event to tweet and share on Facebook with #tags • Hold a contest for the cutest/funniest ‘anythingest’ photo or video of the event • Record YouTube videos of the event if possible
  46. 46. Big Pushes - During Keeping Social Momentum During Events & Campaigns The social media campaign shouldn’t stop when the event starts. Keep those attending involved to spread the campaign’s reach to their followers too! • Encourage attendees at the event to tweet and share on Facebook with #tags • Hold a contest for the cutest/funniest ‘anythingest’ photo or video of the event • Record YouTube videos of the event if possible • Consider planting ‘Easter egg’s in photos for later promotional use
  47. 47. Big Pushes - After Re-engaging After The Event Once the event is over, be sure to re-engage with attendees!
  48. 48. Big Pushes - After Re-engaging After The Event Once the event is over, be sure to re-engage with attendees! • Thank those that took part
  49. 49. Big Pushes - After Re-engaging After The Event Once the event is over, be sure to re-engage with attendees! • Thank those that took part • Check for #tag mentions after the event or those missed during
  50. 50. Big Pushes - After Re-engaging After The Event Once the event is over, be sure to re-engage with attendees! • Thank those that took part • Check for #tag mentions after the event or those missed during • Thank press that attended (@mentioning them of course!)
  51. 51. Big Pushes - After Re-engaging After The Event Once the event is over, be sure to re-engage with attendees! • Thank those that took part • Check for #tag mentions after the event or those missed during • Thank press that attended (@mentioning them of course!) • Re-share any press mentions
  52. 52. Big Pushes - After Re-engaging After The Event Once the event is over, be sure to re-engage with attendees! • Thank those that took part • Check for #tag mentions after the event or those missed during • Thank press that attended (@mentioning them of course!) • Re-share any press mentions • Encourage any bloggers that attended to blog, any photographers to publish & tweet their images
  53. 53. Big Pushes – Example Event Planning Scarecrow Day • Break into groups of 2 or 3 • Plan a social media campaign devised to compliment a ‘Scarecrow Day’ event at RSPB Sandwell. Spend 15 to 20mins on this topic • Consider: – Key influencers (both in terms of topic & local community) • Break the ideas into: – Raising awareness before the campaign & developing momentum – Maintaining the momentum during the event – Re-engaging after the event • 1 Person from each group read out your ideas
  54. 54. Key Components to Social Media Strategy 1. Devise a strategy to deal with complaints 2. Build engagement to amplify reach 3. Plan big pushes for key events & campaigns 4. Make it easier – Lightening the load
  55. 55. Making it Easier Tips to Lighten Your Social Media Workflow Some of these tips will already have been mentioned, however it helps to have an overview. • Use Hootsuite or similar to manage social media sharing – Create saved searches of influencers posts – Create saved searches of common complaints – Create saved searches of “RSPB Sandwell” and “Sandwell Valley” brand mentions
  56. 56. Making it Easier Tips to Lighten Your Social Media Workflow Some of these tips will already have been mentioned, however it helps to have an overview. • Use Hootsuite or similar to manage social media sharing – Create saved searches of influencers posts – Create saved searches of common complaints – Create saved searches of “RSPB Sandwell” and “Sandwell Valley” brand mentions • Produce a content calendar for blog posts – Include a brief of the post idea – Detail key influencers (using your ‘Hit List’ for speed) – Shedule shares of your blog posts to go live via Hootsuite
  57. 57. Full Circle - How do you feel about social media? • How do you feel about using social media to support the work you do for the RSPB?
  58. 58. Thank you & Any Questions For questions After Today: http://uk.linkedin.com/in/mikegracia https://plus.google.com/+MikeGracia/ http://www.thinkabledigital.com/ http://www.mikegracia.com/

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