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Social media for effective marketing
Mark Walker, SCIP
Listening Building Relationships
Service Delivery and DevelopmentPR and Reputation ManagementGenerating Contacts and LeadsConsultation and Engagement
Loyalty and RetentionWeb Traffic and SEO
Human ResourcesRecommendationsBrand Awareness
Communications
Income Generation
Services
Outcomes of this session
• Familiar with key social media platforms• Familiar with role of social media in communications• Able to begin planning social media activities• Able to begin delivering social media activities• Recognise common barriers and how to address them• More confident about use of social media in your work
What you want to learn
Exercise
Three post-it notes each
1. Confidence in using social media– Score yourself 0 – 5
2. Your role– Describe what your organisation does
3. Relevance– What you want to know today
What on earth is happening?
Why use social media?
• Est. 200 million Twitter users March 2011
• 500,000 new Twitters registering users every day
• More than 500 million Facebook accounts
• Est 17 million Britons logged into Facebook in January
• Est. 90 million LinkedIn users in 200 countries
• Average UK visitor spends 10.8 hours per month on social media
• 80% of those that read reviews are directly influenced by them i.e. reviews either confirmed initial choice or changed their mind
• 78% of web users trust recommendations from other consumers more than adverts
Sources: New York Times Jan 2011, Econsultancy Internet Statistics Compendium 2010 BBC Jan 2011, Hitwise blog, Richard Sedley Cscape Slideshare.net
There are 28.5 Million people on Facebook in UK in Jan 2011From www.checkfacebook.com
Who is using the internet?
• Young People• Older People• Wealthy People• Poor People• People With Disabilities• Geographic Communities• Communities of Interest• Government• Business• Individuals
• Your Colleagues• Your Volunteers• Your Friends• Your Family• Your Funders• Your Partners• Your Customers• Your Competitors• Your Suppliers
Who doesn’t use the internet?
• 10 million adults have never used the internet of which 4 million are also socially excluded [PWC 2009]
• Of the 4 million, 39% are over 65, 38% are unemployed and 19% are families with children.
• 70% of people living in social housing aren’t online – which is 28% of everyone not online [Oxford Internet Survey 2007]
• 70% of people over 65 have never used the internet [ONS 08]
What is social media?
Grow bigger ears
Who Can we Hear?
The Sellers?
Or the Buyers?
Fundraising: New skills to learn
From form-filling…
to tin-rattling
A new fundraising challenge
What we’re used to•One application for £1,000s
What we need to learn•100s of donations of £10
A new fundraising challenge
Exercise• In pairs• Current fundraising activities• Likely role of social media• Biggest challenges
http://www.flickr.com/photos/richevenhouse/2012636456
Tuning In
Tuning In
Use it for•Interaction/Sharing•Promotion•Campaigns/Influence•Service Delivery•Fundraising•News•Events•Consultation
Questions to ask•Groups vs Fan Pages•Frequency/Workload•Privacy•Personal profiles
– Staff, volunteers, service users
•Measurement– Quantity vs quality
B&H Federation of Disabled People
B&H Federation of Disabled People
B&H Federation of Disabled People
Use it for•Listening/learning•News•Sharing•Fundraising
Questions to ask•Which audience is it relevant to?•What content will you link to?•How frequently?•Who and when?•Measurement - bitly
Tweetdeck
YouTube
Use it for•Explaining•Telling stories•Fundraising•Learning
Questions to ask•Which audience is it relevant to?•How will you produce content?•How frequently?•Who and when?•Measurement
YouTube
Your Website
Use it for•Explaining•Telling stories•Fundraising•News•Events•Opinion•Campaigning/Influence
Questions to ask•Who uses our site?•What do they use it for?•Up to date + accurate?•Can we easily update it ourselves?•Who can update it/when?•Calls to action?•Feedback mechanisms?
Your Website
Use it for•Explaining•Telling stories•Fundraising•News•Events•Opinion•Campaigning/Influence
Questions to ask•Who uses our site?•What do they use it for?•Up to date + accurate?•Can we easily update it ourselves?•Who can update it/when?•Calls to action?•Feedback mechanisms?
LUNCH
Planning your social media activities
Roadmap
•Where are you now?
•Where do you want to go?
•How can social media help you
get there?
Possible Benefits of Social Media
The Halo Effect•Awareness•Reputation•Transparency•Word of mouth•Empowering
Advantage•Intelligence•Timely•Collaborative•Cost-effective•Sustainable
Exercise
What do you want it to do for you?•Current business strategy•Positioning/audience/messages•Communications mix
The communications mix
Offline
• Newsletter• Leaflets• Annual Report• Postcards• Events • Exhibitions• Face-to-face• DVD/CD
Online
• Website• Email newsletter• Facebook Fan Page• YouTube Channel• Twitter• Podcast
Think internet first
• Low cost• High impact• Built for sharing• Diverse• Engaging• Always on• Flexible, dynamic• Empowering
Be useful
http://www.flickr.com/photos/richevenhouse/2012636456
Measure and improve
Photo by Darren Hester via Flickr
• Use a spreadsheet
• Measure what you can
• Do it often
• Look for patterns
• Share and learn together
Plan your campaigns
• What do you want to achieve?
• Who is your audience?
• What is your message?
• How will you communicate?
• What will you measure?
• Who is going to do what?
• What will it cost?
• What skills do we need?
Exercise 1: Planning your campaigns
Charnworth Youth Club
• Youth Club Revamp
• We want people who live in
the area to know more about
what we do to help young
people so that they will give
us their money and their help
to revamp the youth club
• Our goal is to raise £500 plus
50 new Facebook fans by the
end of May
• What shall we do?
• Write a plan for a fundraising
campaign
• What role can social media play?
• Who will you target using social media?
• Which social media will you use?
• Why is social media relevant?
• How will you measure what works?
Planning your campaigns
• Goals/Objectives• Audience• Message• Activities• Measurement• Roles + Responsibilities• Budget• Training
What you need
• Computer/internet/mobile phone• Camera + mic• Website you can update• Facebook Fan Page or Group• YouTube account• Twitter account• JustGiving account• Time + help• Luck + perseverance…
Barriers
Time•Instead of or as well as?
Skills•Planning and delivery
Culture•Ask your audience?
Short term campaigns
• Pick an activity or milestone about three months away
• AGM, community festival, seasonal events, conference, exhibition
• Prepare a plan• Think about strategy • Focus on actions • Give it a try• Measure and reflect• Start again
Exercise: Plan your own mini-campaign
• Goals
• Audience
• Research
• Messages
• Budget
• Schedule
• Delivery
• Measurement
Exercise: Plan your own mini-campaign
Social media plans
•What
•When
•Who
•Timetable
Who can help?
• www.slideshare.net/scipmark• www.scip.org.uk• www.bethkanter.org• http://nonprofitorgs.wordpress.com/
• Social media planning guide– www.ictchampions.org.uk/downloads
Who can help?
This workshop is based on the work of:
• Mark Walker• [email protected]• @scipmark• 01273 234049• www.scip.org.uk