The document provides practical tips for implementing digital strategies in small not-for-profit organizations. It begins with an introduction of the presenter and discusses starting a website using a free and open source platform like WordPress. The document then covers using social media platforms like Facebook and YouTube to engage members and promote the organization. Case studies are presented of Athletics SA's Facebook page and YouTube channel, which have successfully grown audiences. The presentation concludes with general tips for using social media and digital strategies with limited resources.

1. Practical Tips for Digital Implementation
in Small Not-for-Profits
PRESENTED BY ADAM BISHOP

2. 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 and
English)
• Distance runner
• Avid user of Social Media and passionate
about technology

3. 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 platforms
for business and personal use including
Facebook, Twitter, YouTube, Four Square,
LinkedIn, WordPress, Google Analytics, Mail
Chimp, Google Alerts, online membership
management software, and so on…

4. AIM OF THIS SESSION
Demonstrate, through real world examples,
how you can successfully utilise digital and
social media in small organisations where
resources are an ongoing challenge

5. THE INTERNET
A Deloitte study for search engine Google found…
• More than one third of small businesses don’t
use the internet
• Only 16% of businesses are highly engaged with
the internet, while 35% of businesses are not
engaged with the internet at all
Source: In Daily 16th April 2013

6. WHERE DO I START?
With a website!
• 38% of Australian SMEs don’t have a website
• 72% of SMEs with websites reported that
having a website had improved the
effectiveness of their business
Source: innovation.gov.au

7. athleticssa.com.au

8. athleticssa.com.au

9. 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 brands
including Sony, CNN, New York Times, UPS, GM,
and ebay

10. WordPress
• Is an open source platform
• Allows developers the world over to create
solutions that “plug in” to the core CMS
• Plugins available for almost anything you want
to do!
• And best of all…
IT’S FREE!

11. If it’s Good Enough for him…

12. Website Tips
• Explore the use of open source platforms such
as WordPress, Joomla, Drupal
• Opt for a platform that allows you to easily
update and add content
• Seek out a team of people (can be volunteers)
who can regularly add new content
• Seek expertise within your organisation to
assist in the technical areas
• Make sure your website works on mobile!

13. WHY SOCIAL MEDIA?
Social Media Video 2013 by Erik Qualman
http://youtu.be/QUCfFcchw1w

14. Facebook, Twitter, You Tube Oh My!

15. Social Media
• There are a plethora of social media platforms
now in existence
• No single person or organisation can be on all
of them
• Each is different and engages people in
different ways

16. Social Media to the Rescue!
← please excuse
the grammatical
error!

17. Social Media
• The challenge for
businesses, including NFPs
is to know what platforms
your “customers” and
potential “customers” are
using and…
• … which platforms you
should invest in to provide
the greatest level of
engagement with your
brand

18. Case Study
Athletics SA Facebook Page
Excellent match for Athletics SA because…
• 58% of our members are under the age of 20
• Diverse sport so there’s a wide variety of rich
content readily available
• Photos are easy to capture and upload
• Integrates well with other communication
channels
Source: Huffington Post

19. Athletics SA Facebook Page
• Athletics SA
has 750
members
• Yet has 2525
Facebook fans
(as at 9th May
2013)

20. Athletics SA Facebook Page
Photos on
our page,
on average,
receive
twice as
many
impressions
as other
posts!

21. Facebook Page Analytics

22. Facebook Page Analytics
Powerful, easy to understand, in-built analytics that allow
you to see who is engaging with your brand and what
content they most like to engage with

23. Facebook Advertising
• Simple and easy way to reach potential customers
• Pay per click or pay
per 1000 impressions
• Target ads (age, location
interests)
• Boost page posts

24. Facebook Tips
• Use analytics to discover what posts are most
popular 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 items
on your website to boost website traffic
• Have multiple people managing the page
• If you have limited resources, look to utilise a pool
of volunteers

25. CASE STUDY - ATHS VIC TV

26. 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

27. GOALS FOR ATHS VIC TV
• Promotion of the sport
• Coaching resource
• Benefit to members
• Advertising opportunities

28. ATHS VIC TV – HOW?
• AV provide equipment (cameras, microphones,
software, computers)
• Film all events and interview participants, coaches, and
administrators
• Edit raw footage and overlay graphics and commentary
• Promote through website and other communications
channels
• Run by volunteers
• Low cost to operate
• High level of engagement

29. 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 suitable
to run on community television channels

30. TIPS FROM ATHS VIC TV
• Good sound quality is vital
• Essential to have a good quality camera lens
• Get Adobe Creative Suite through Connecting
Up
• Post production will generally take around 30
minutes to an hour for each minute of footage
• Name athletes being interviewed on screen
• Results screen makes a big difference to the
video

31. 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 your
research and work out what’s right for your
organisation

32. Social Media Tips
• Social media needs to be a two-way
conversation
• See negative comments as an opportunity

33. Social Media Tips
• Integrate and Syndicate
– Set up automatic syndication to a range of social
media platforms (e.g. FB to Twitter)
– Integrate social media into your website (i-frames)
• Schedule posts
• Use social media to drive customers to your
website
• Seek out volunteers in your organisation
• Use tools to simplify the management
of multiple accounts (Hootsuite)

34. Social Media Tips
• Post engaging content (ask questions, post
photos and video)
• Experiment with advertising and competitions
• Follow social media experts and sites online
(they’ll give you really useful tips and
information for free!)
• Explore and learn
• Embrace the digital world

35. QUESTIONS

36. CONTACT
ADAM BISHOP
adam.bishop@athleticssa.com.au
LinkedIn – Search Adam Bishop
@AdaBish
ATHLETICS SA
athleticssa.com.au
facebook.com/AthleticsSA
twitter.com/AthleticsSA
youtube.com/AthleticsSA