This document outlines a presentation on using social media and content strategy for volunteer leadership. It discusses developing a content strategy with three steps: exploring goals, target groups and resources; analyzing motivations, interests and content preferences; and planning content types, channels and schedules. Examples are provided on running a social media campaign for Scouting groups. Attendees are given a template to begin creating their own organization's content strategy, focusing on strategic goals, audience research, and content planning. The overall message is that social media can be an effective leadership tool when used strategically to engage target audiences with meaningful, appropriate content.

1. Social Media Probably the Best Tool for Volunteers to Lead
THE ACADEMY 2014
ANNA MUNSTERHJELM & JO DEMAN
@annamun #thesgacademy #KeyLearnings

2. After this session you
will (hopefully)
1. Know the basics of content strategy and content planning.
!
2. Recognise and produce appropriate content for your target
group online.
!
3. Have ideas and inspiration on how to use social media as
a leadership tool.
!
4. Get started with your own content strategy or a content plan.

3. AN EXAMPLE
How to make
young people not only
interested but also
involved in not-so-cool
things?
Case #kutsumua
& bullying in schools

5. 23 000 photos
in 7 days
by 3 hours of planning
#kutsumua

6. Back to hello!
1. Who are you?
!
2. What social media content you liked/enjoyed/benefited from
recently? Why?
!
3. What is the most important strategic goal of your
organization/project right now?

7. Let’s start from
the very beginning.
What is leadership?

8. Leadership is
making people
do things you want
them to do. (THE HARSH VERSION)

9. We have a problem. COMPARED TO A PAID LEADER

10. As a volunteer leader
you will never have
enough time or
possibilities to meet
all of your people.
(SORRY.)

11. Luckily you have these!

12. And these.

13. AN EXAMPLE
Mission: Grow
Scouting and Guiding
by 20 % in 3 years.

17. Having tools is
actually nothing.
You need to use
them right to produce
good content.

18. Good content.
Why does that matter?

19. Internet is full of publishers.
YOU ARE
ONE OF THEM.

20. 54 % of kids ask first Google,
then their parents or teachers.

21. Internet is like home.
We need to really BE there.

22. Time = value

23. Good content.
What is that?

24. SPECIAL PRICE
JUST FOR YOU
MY FRIEND!!

25. AN EXAMPLE
Usually the target group
makes it better by themselves.
Case Scout.Me.In

26. Good content = service
• Good content is current and offers you new points of view.
!
• Good content is not an advertisement.
!
• Good content is meaningful for the target group.
!
• Good content is communication between the user and the offer
of some service.
!
• Good content is not whatever & whenever & wherever.
!
• Good content makes your daily life easier (and funnier)!

28. Exercise #1
Social media
of the Academy:
good content?

30. The Break.
Coffee and love!

31. OK.
What is this
content strategy?

32. Content strategy
TARGET
GROUP
THE
ORGANIZATION
!
!
!
VALUES
NEEDS
PHENOMENA
!
CONTENT
CHANNELS
ACTIONS
!
= finding things in
common and using them.
VAPA MEDIA OY

33. Content strategy
• Helps you to reach your target group online and catch them
with content.
!
• Makes your content producing (=Facebooking and tweeting) a
lot easier and possible to delegate.

34. The 3 steps
of making
a content strategy

35. 1. Explore
STRATEGIC GOALS
TARGET GROUP
CHANNELS
COMPETITORS
RESOURCES

36. 2. Analyze
MOTIVATION
NEEDS
LIKES
THEMES
TYPES OF CONTENT

37. 3. Aand action!
CHANNELS?
PLAN
TYPES OF CONTENT?
RESPONSIBILITIES?
TONE OF VOICE
VISUALITY?

38. Exercise #2
Creating a social
media campaign for
Scouting and Guiding

39. Let’s play you are a NSO/MO.
1. We will give you a goal and a target group.
!
2. Think, discuss & decide (20 minutes)
• Your target group’s motivation to use internet?
• What themes do they discuss online?
• What social media channels do they use?
• What kind of content do they like most in those channels?
!
3. Make a social media campaign! (20 minutes)
• Choose one channel
• Choose a type of content (picture, text, video, whatever)
• Make a concrete example (a real or a paper version)
• Be prepared to present your campaigns (3 minutes per
group)
!
3. Present your campaign (3 minutes)

40. Something to bring
back home with you:
Let’s create
a content strategy
for your
organization/project.
(A TO DO LIST, ACTUALLY.)

41. To do: My very own
content strategy 1/3
1. Explore
• Your strategic goals?
• Your target group(s)? What do they do online?
• What organizations are you jealous to? What do they do
online?
• What present channels of communications will you
analyze?
• Your resources?
!

42. To do: My very own
content strategy 2/3
!
2. Analyze
• What motivates your target group to use internet?
• What themes do they mostly discuss online?
• What kind of content do they want to get and consume
on different channels?

43. To do: My very own
content strategy 3/3
!
3. Action!
• Choose your channels.
• What kind of content will you produce to those channels?
Make a list of your types of content.
• When and what will you post/tweet/launch? Make a plan.
• Who will actually do it? Delegate.

44. Have we reached
our goals today?
1. Know the basics of content strategy and content planning.
!
2. Recognise and produce appropriate content for your target
group online.
!
3. Have ideas and inspiration on how to use social media as
a leadership tool.
!
4. Get started with your own content strategy or a content plan.

45. That was it.
Thank you! SOCIAL MEDIA @ THE ACADEMY 2014
ANNA MUNSTERHJELM & JO DEMAN
@annamun