This document provides an introduction to using social media for communications purposes. It begins with some statistics on social media usage in Australia. It then discusses how people use social media to connect with others and topics they care about. The document outlines several goals that social media can help achieve for organizations, such as fundraising, engagement, advocacy, and customer service. It emphasizes the importance of having a strategic plan that identifies key audiences, goals, objectives, strategies, and tactics. It provides examples of non-profits successfully using social media for showcasing work, community support, guiding conversations, and providing value-added content. Finally, it discusses advertising options on Facebook and the value of audience segmentation.

1. Introduction to
Social Media

2. Quick stats for Australia
11400000
2700000
2200000
1000000
Facebook
LinkedIn
Twitter
Instagram

3. http://digiocial.com/2013/05/state-of-australian-social-media-2013-infographic/

4. How people are using
social
Social media is about people
connecting with people and
things they care about

6. Start with a plan
A quick introduction to strategic communications

7. 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

8. 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?

9. 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

10. 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?

11. 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

12. 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

13. 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

14. 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

15. 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

16. Guide conversations
StartSomeGood and Change.org
• Rally people behind a cause
• Multiple platforms
• Petitions
• Crowdfunding
• Fundraising
• Advocacy

17. Value-add content
Bunnings Warehouse (YouTube)
• Not officially on Facebook
(although some stores are there)
• Produce value-add
content, educational material

18. Value-add content
ACNC LinkedIn Group
• Discussion group for individuals
• Resource sharing
• Moderated

19. 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

20. 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

21. Advertising on Facebook
• Audience segmentation is the real value
– CPM = cost per 1,000 impressions
– CPC = cost per click
• Other options: Google Grants