Social media – the risk of not investing enough. Making the case for comms workshop, 22 October 2014
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Gail Scott-Spicer, director of marketing and communications, The Scout Association Lynn Roberts, digital communications manager, The Scout Association Visit the CharityComms website to view slides from our past events, see what events we have coming up and to check out what else we do. http://www.charitycomms.org.uk
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Social media – the risk of not investing enough. Making the case for comms workshop, 22 October 2014
- 1. Making the case for social media investment
- 2. •UK’s largest co-educational youth movement •Growing membership of 435,000 boys and girls supported by 100,000 adult volunteers •Volunteers include Chief Scout, Bear Grylls and HRH The Duchess of Cambridge •Over 200 different activities Scouts: who we are
- 3. •The changes we wanted to make •How we decided to invest •How we made the case for investment •How we’re measuring our results What we’re going to talk about
- 4. •One twitter and one facebook channel for adult volunteers, Scouts and the public •Around 30k followers on both channels •Reasonable engagement •Low reach (12k/day) •4 editorial staff taking turns in runningchannels Our channels in 2013
- 5. •Targeted, coherent social communities that engage and reflect their audiences •Engage ¾ of the movement in online discussions •Amplify key strategic messages (community impact, inclusivity, growth and youth-shaped) to a wider audience •Better planning and execution of channels The aim for our channels
- 6. •To make social strategic (time) •Deliver a better service (time) •Reach a new audience (time & money) •Squeezed reach of organic posts on Facebook (money) Why invest?
- 7. •New channels for key groups •Better planning •Get feedback •Promote channels and key messages The plan
- 8. What are we investing in? •Agency: We employed 33 seconds to perform an audit & recommendations •Adversiting: Facebook and Twitter advertising to launch new channels •Content: For launch and advertising •Time: approximately 2 FTE now spent on social (previously 0.5 FTE) across several staff …and we’re planning on increased investment next year
- 9. How much budget do you need and how will you spend it?
- 10. •Reliance on print •Belief that social should be free •Limited understanding of social media Internal resistance
- 11. How we made the case •Agency expertise •Comparative organisations •Followers •Achievements •Spend •People •Linking to the strategy
- 12. What internal challenges do you face and how could you overcome them?
- 13. Putting it into action •New youth channels launched •More platforms: Instagram, Pinterest •Next: platforms for younger children
- 14. Measuring success •How does it deliver on the strategy? •Improving numbers (reach 100k/day) •Reach of key messages •Hits/conversions on website
- 15. What should your KPIs be? •Link to your organisational strategy –be explicit •What would internal skeptics like to see?
- 16. Summary •Use your strategy •Know your competition •Measure your real-life impact
- 17. Resources •Blog: How to invest in Social Media •CharityComms report: What Goes Where •33seconds.co Gail.Scott-Spicer@scouts.org.uk @gailscottspicer Lynn.Roberts@scouts.org.uk @digitalynn
- 18. Visit the CharityCommswebsite to view slides from our past events, see what events we have coming up and to check out what else we do. www.charitycomms.org.uk
- 19. Workshop 22 October 2014 London #CaseForComms Making the case for comms: unlocking the purse strings