The first part of a social media workshop for Sustrans' media team, delivered March 2012

1. SUSTRANS: COMMS & CAMPAIGNS
THROUGH SOCIAL MEDIA (PART I)
SUSTRANS SOCIAL MEDIA AWAY DAY
YEO VALLEY FARM CENTRE, 14 March 2012
Photo: Nojhan

2. JEMIMA GIBBONS
SOCIAL MEDIA STRATEGIST
ALL ABOUT BRANDS

3. AGENDA part I
1. What can ‘social’ do for Sustrans?
2. Six reasons why the Social Internet is the new Gutenberg Press
3. Top line case studies and activist role models
4. Getting started: your 6 point social media strategy
5. LUNCH!!

4. AGENDA part II
1. Twitter tools: RSS, Bitly, Paper.li, Foursquare, Tweepi
2. The 3Cs: Community, Content and Competition
3. Content strategy: YouTube, Facebook, Instagram, Flickr & blogs
4. Your reputation capital: Alerts, Analytics and InMaps
5. #FAIL! How not to be a social media disaster zone

5. 1. WHAT CAN ‘SOCIAL’ DO
FOR SUSTRANS?

7. Management
Campaigning Research Fundraising
Projects Development
Sales Marketing Volunteer network
IT Procurement HR
Photo: Simon Blackley

8. EXERCISE 1:
Write down your top 5 issues -
comms and work in general

9. SUSTRANS: KEY ISSUES
1. Legacy/ lack of digital understanding
2. No cohesive, organisation-wide social media strategy
3. Scattergun approach, eg: lack of engagement with blogs/ Twitter
4. Competing for funds with new, more nimble orgs
5. Reluctance to act until digital review is complete

10. THE SOLUTION?

11. Sustrans needs Digital Superheroes:
blazing a trail and embracing social media -
setting an example for others to follow...
Photo: Matt Stratton

12. ..YOU!
Photo: Matt Stratton

13. A WORD ABOUT BRANDING...

16. 2. SIX REASONS WHY THE SOCIAL
INTERNET IS THE NEW
GUTENBERG PRESS

17. 1.COLLABORATION
Photo: Takver

18. 2. LISTENING

19. 3.LEARNING

20. 4.PASSION

21. 5.SHARING

22. 6.OPENNESS

23. 3. TOP LINE CASE STUDIES AND
ACTIVIST ROLE MODELS

30. Photo: Twaize

31. #UKuncut
#OccupyLSX
#Workfair
Photo: Twaize

32. 4. YOUR SIX POINT SOCIAL MEDIA
STRATEGY (USING TWITTER)

36. ANSWER THESE QUESTIONS
1. WHY DO YOU WANT TO USE SOCIAL MEDIA?
2. HOW WILL YOU MEASURE SUCCESS?
3. WHO DO YOU WANT TO CONNECT WITH?
4. WHAT ARE YOU PASSIONATE ABOUT?
5. WHERE DO YOU WANT TO MAKE AN IMPACT?
6. WHEN WILL YOU DO IT?

37. BUILDING A TWITTER PROFILE
1. Think about what you want to get out of Twitter and the audience you want to reach.
2. Fill out a descriptive bio so when you appear in people's timelines, you look relevant and
interesting, and they are intrigued enough to follow you back.
3. Use the “Block” option for trolls, bots and anyone who spams you.
4. To get started, follow back pretty much everyone who follows you; a lot of people follow
just to get a follow back and if you don't they unfollow.
5. If you want to keep your “Following” number down, use lists instead of follows.
6. Use free tools eg. tweepi, justunfollow, untweeps to keep your account relevant.

38. WHAT DO I TWEET ABOUT?
1. Reply to all mentions, even if it’s just a thank you.
2. Decide two or three areas that you’d like to be influential in; stick to those to start.
3. Share links to videos/ articles that you think your audience is interested in.
4. Try to share 2 or 3 items every day; add your own insightful comment.
5. Retweet people who are influential in the areas you have chosen.
6. Take photos with your phone and add them to tweets.
7. Use hashtags when relevant; create hashtags for your own events and campaigns.
8. Develop your own style and personality; follow mentors for ideas; be natural, friendly
and conversational - never use hard sell tactics.
9. Use a tool like bitly to shorten urls and track responses.
10. Use Hootsuite or Tweetdeck to schedule tweets and manage multiple accounts.

39. EXERCISE 2:
Write your 6 point Twitter strategy

40. LUNCH TIME!!