Post on 02-Jul-2015
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Making the case for social media investment
• 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
• 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
• 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
• 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
• 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?
• New channels for key groups
• Better planning
• Get feedback
• Promote channels and key messages
The plan
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
How much budget do you need and
how will you spend it?
• Reliance on print• Belief that social
should be free• Limited
understanding of social media
Internal resistance
How we made the case
• Agency expertise• Comparative
organisations• Followers• Achievements• Spend• People
• Linking to the strategy
What internal challenges do you
face and how could you
overcome them?
Putting it into action
• New youth channels launched
• More platforms: Instagram, Pinterest
• Next: platforms for younger children
Measuring success
• How does it deliver on the strategy?
• Improving numbers (reach 100k/day)
• Reach of key messages
• Hits/conversions on website
What should your KPIs be?
•Link to your organisational strategy – be explicit•What would internal skeptics like to see?
Summary
• Use your strategy• Know your
competition• Measure your
real-life impact
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
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.
www.charitycomms.org.uk
Workshop
22 October 2014
London
#CaseForComms
Making the case for
comms: unlocking the
purse strings