xHELPING A CHARITY MAKE SENSE OF SOCIAL

Building a social media framework

HELLO

““

Social media is an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, videos and audio

Source: Wikipedia circa 2008

Social media…is people having conversations online.

Social is so important to the third sector because ‘giving is fundamentally a social act’

– when others see what you do, they follow –

Social media allows the building of a network of relationships by facilitating 1-2-1 interactions at scale

*Source: The Guardian, March 2015

*

?How can [a charity] approach social in a way that is manageable and delivers measurable value to the cause and the organisation

– Luck– Timing– Quick thinking

THE TASK

Deliver a social media framework

—Step 1: Define a scope and context for social

—Step 2: Produce the framework

—Step 3: Implement

A strand of communication.

1. DEFINE A SCOPE AND CONTEXT

2. PRODUCE THE FRAMEWORK

Two core components

– Direction; strategic components– Delivery; operational components

IN A LITTLE MORE DETAIL…Strategic components

— Aim, goals, objectives and KPIs

— AudienceDirection

Delivery

STRATEGIC

OPERATIONAL

Framework model

© e3 media ltd. 2016

Aim: Mission statementGoal: Broader aspiration Objective: Measurable step to achieving goal (SMART)KPI: Metrics to measure success of objectives

IN A LITTLE MORE DETAIL…

Operational components

— Team

— Process

— Planning and analysis toolkit

Direction

Delivery

STRATEGIC

OPERATIONAL

Framework model

© e3 media ltd. 2016

• Channel plan

• Content framework

• Content calendar

• Google (Analytics/Console)

• Listening tool

• Native platforms

3. IMPLEMENT

– Supported recruitment– Rolled out training programme– Produced a playbook

ALMOST COMPLETE

HOW?

— Listening and observing

— Knowing the audience

— Looking outside of the organisation

— Understanding the wider organisational picture

— Being honest and candid

CONSIDERATIONS— Change takes time

— Lots of people like to get involved

— Don’t underestimate the basics

— Think beyond the ask…

— Followers and likes don’t mean success

— Social isn’t the answer to everything

e

Stay on message.

Focus on audience need.

Benchmark.

Challenge yourself.

THANKYOU

“Like many organisations, we want our social channels to work hard for us. They have to be a core way of delivering our organisational and

communications objectives.  e3 worked with us to help us to see through the noise.  We now have a new framework, a new team structure and a new way

of working.”

Phillipa Williams, Head of Communications - Arthritis Research UKKate.Fitzpatrick@e3.co.uk

E3 LTD.

All content in this presentation is the intellectual property of e3.