This document discusses using social media for fundraising and information sharing by charities. It provides tips and examples from the Beating Bowel Cancer charity's social media use, including being informal, engaging, and going beyond just sharing information to actively participating in conversations. Case studies are presented on measuring social media impact from a running event. Key recommendations are to sort out social media measurement metrics, focus on telling compelling stories, and let others do the sharing. The "magic three" of social media, email, and websites are discussed as complementary channels to drive different types of actions.

1. #JTSMAsocial Media Workshop
David Pearce
Direct Marketing and Digital Manager
@medavep
d.pearce@muscular-dystrophy.org
020 7803 4837

2. JTSMA Social Media Workshop
Problem
Social media is dead!

3. Social media is dead
SOCIAL MEDIA
Long live social

4. What is “social” all about
Clue
It’s not technology
That’s right! It’s people

5. So what do we know about people?
Are they predictable?
Consistent?
Easy to classify?
Nope!

6. People behave like people
They want to get at
your knowledge
And they have a
lot of ways to ask
for it

7. People are integrated into your
Social is integrated into your organisation because
people are
organisation
And “social” is about
people, remember?
Therefore...

8. Disclaimer: I am a digital evangelist
• There will be optimism about the impact digital tools
can have on our lives
• There will be enthusiasm for the use of technology
• But I promise to be practical

9. I don’t have all the answers
You do!
Use your flip board for issues/actions/questions to take away

10. So what’s the problem with this integrated
approach?
INFORMATION
OVERLOAD!
Click here to see
the real numbers

11. Information overload
Problem
Not enough time
Too much “noise”
Too much content
Who does what when?
Solution
Filtering (tactics and tools are available)

12. My social tool box

13. The plan today – two groups
S
Fundraising Info & Support
T
Examples and case studies to help us R Examples and case studies to help us
understand
•Support income generation
A
T • Risk and safeguarding
•Measure, understand optimisation
and attribute ROI
E •Consent and privacy
G
Y
What tactics should we adopt?
Qs & actions

14. Case study – Beating Bowel Cancer

15. Case study – Beating Bowel Cancer
"Bowel cancer is probably one of the last taboos in society“
"Humour will be a big part of it. But everything will be linked to serious messages and
a call for action. Breast and prostate cancer charities have used a variety of
methods to communicate their messages - we are behind the curve.“
"We are probably where breast cancer was 20 years ago. People are aware of bowel
cancer, but they don't understand the importance of getting screened.”
http://www.thirdsector.co.uk/Communications/article/1079177/Interview-Mark-Flannagan/

16. What’s Mark tweeting?
(It’s not all about cancer)

17. What’s @bowelcancer tweeting?
They use their digital presence to reach out and
sign they go beyond just sign posting. They engage
But post to their information and support services.
Like this,

18. They use a mix of communication channels

19. They take a very pro-active approach
This person did not tweet at them, but they
responded

20. They take a very pro-active approach
They are part of the conversation

21. They are quite informal
They really are very helpful
They are open, frank, approachable and helpful

22. So what does the CEO of NeuroMuscular
Centre think of all this?

23. What do you think?
Could you take a similar approach?
Who would do what and when?
What tools would they need to help them?
Could you write a social media policy/guide in less
than 140 characters?

24. Do you need a policy?
I think I can write a social media policy in less than
140 characters

25. Do you need a policy?
Don’t re-invent the wheel – steal from the best
The BBC, American Red Cross, Breast Cancer Care all
have very tidy guidelines.
Let’s take a look at one

26. My final thought
I create lists in Twitter to focus my reading on key
subjects, who would be on your twitter reading
List?

27. Welcome fundraisers
Recap the day so far,
Let’s tell a story with
and #JTSMAsocial

28. Social media for fundraisers
My three top tips,
1. Sort out the measurement
2. Focus on your story
3. Let other people do the asking

29. Sort out the measurement
Ask yourself,
• What does success look like?
• What metrics will tell you if you are heading in the
right (or wrong) direction?
• Do you have any useful benchmarks?
• Can you look for trends?

30. Oxford Town and Gown 10k
Digital communication plan was pre agreed with the
events team. We established
• Sources of data
• Points of contact
• Who does what when
• Measures and feedback

31. #OTG12 – what we did on race weekend
1. Good luck email to all registered runners
We prompted engagement on the day via social
“Throughout the day we will be tweeting updates
using the hash tag #otg2012 and after the race we
will upload some snaps on our Facebook page.
Please do feel free to join in and send us your own
tweets and photos - the more the merrier!”

32. #OTG12 – what we did on race weekend
1.a Good luck messages on social too
Establishing what we would do, creating expectation
We were highlighting messages from runners and
establishing the hash tag throughout the weeks
before the event

33. #OTG12 – what we did on race weekend
2. Live coverage of highlights
Some about the cause, some about the
weather, some about the event, some about our
team
(We had fun)

34. #OTG12 – what we did on race weekend
3. Post race – email, thanking (yes again), curation
and photo sharing (a picture is worth 1,000 words)

35. #OTG12 – Google analytics
Race day spike

36. #OTG12 – tweet reach

37. #OTG12 – Facebook page insights
Lifetime Post Total Lifetime Engaged Lifetime Talking Lifetime Post
Reach users About This (Post) stories
1881 74 29 33

38. So Twitter is better than Facebook?
Reach one the day Reach on the day
1,881 27,954
It depends on what you want to achieve

39. Let’s look at referral traffic that weekend
Email
Facebook
Twitter

40. Don’t forget good old email
Email remains a more effective tool for driving
action than Facebook and Twitter:
•It is more personal – a one to one communication
•It is easier to personalise – use dynamic
content, targeting and segmentation
•It is the most measurable; you know who did
what when – the “hot prospects ”

41. The magic three
•Appropriate to post more than once an hour.
•You can repeat yourself as long as you are not repetitive.
•Vary link positioning, frequency of @mention, use of links.
http://danzarrella.com/infographic-how-to-get-more-clicks-on-
twitter.html
•Appropriate to post every day.
•You need to mix it up –links, status, photos and video.
•Ask questions, respond to comments.
http://www.bethkanter.org/message-it/
•Appropriate to send a campaign once a week.
•Comply with opt our laws,
•use personalisation.
•Keep it short! (everyone’s busy)
http://googledigook.com/2012/01/23/17-things-i-have-learnt-
about-charity-email-copy/

42. How can you use the magic three?