Social media 101. Social Enterprise East of England: Boot Camp. 5 June 2014

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1 Social media 101 Social Enterprise East of England: Boot Camp 5 June 2014

2 Programme How you can build a great personal social media presence Social media strategy essentials How to measure success Community management and content planning

3 The business case for social media and social thought leadership

4 Social media: what s in it for you? Develop relationships with other leaders, journalists and potential Raise profile of your organisation Quick and easy way to keep tabs on what your market is thinking and scale up your communications

5 Source: MBAOnline

6 Social media is a great tool for generating income

7 ... and for campaigning for change

8 What do leaders need to know about social media? Source: McKinsey February 2013

9 How to reach influential stakeholders on social media Identify your goals. Who do you want to reach: people who will buy your products/ services, other leaders, journalists, bloggers Map which channels they use Start connecting with them and keep nurturing the relationship e.g. by tweeting them great content, listening to their conversations, meeting them offline.

10 Case study: who do you want to reach on social media?

11 The social media rule of thirds ⅓ of your social content promotes your business, converts prospects, and generates profit. Selling ⅓ of your social content should surface and share ideas and stories from thought leaders in your industry or likeminded businesses. Sharing ⅓ of your social content should be based on personal interactions and build your personal brand. Listening

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14 How to make the most of LinkedIn Complete your profile and upload a photo Connect to the people you want to speak to Share ideas and content in status updates Join groups and get involved with them Use the newsfeed Pulse which cherrypicks the most popular content in your network Set up a group Research people before meeting them e.g. career history, interest, mutual connections

15 Which social media platforms do YOU use? What do you want to achieve from them? How would you like your leadership team to use social media?

16 What do the top 30 charity CEOs on social media do?

17 Examples of using great content to engage people on social media Example of a thought leadership report which got 15,000+ downloads via social media.

18 Infographics

19 Blogging Guest blog for other influential blogs Create a blogger outreach programme Get influential bloggers to guest blog for you Promote content as widely as possible

20 Tips for staying up to date with social media: Get the apps for your phone Aim for 5-10 minutes a day reading about developments Remember that blogs are a great resource

21 Social media essentials

22 Social media must be linked to your organisation s goals. Where are you going and how are you going to get there? Many of your goals can be achieved through social media.

23 How to link your social media & organisational strategies Organisational strategy Marketing strategy Social media strategy

24 How integration works in practice Organisational strategy Sample goal: generate more business from charities with large fundraising teams Marketing strategy Focus on reaching influencers who can help achieve this goal e.g. directors/ heads of FR Social media strategy Target directors/ heads of FR and other influencers on social media

25 Social media strategy overview Your social strategy MUST support your organisational and marketing strategies Environmental analysis- SWOT/PEST Set SMART objectives Key messages Priority segments Positioning Evaluation Marketing strategy template:

26 Social media strategy elements Environmental analysis- i.e. macro factors for similar organisations (use SWOT/PEST etc.) and micro factors specific to your organisation e.g. competitors and main challenges for management/ finances Set SMART objectives- clear and specific goals e.g. to gain 10k twitter followers/ connect to 50 leading MPs on social media Key messages- the key statements you want people to remember about your organisation Priority segments- who will you prioritise in your audience? This is a good opportunity to review your stakeholders Positioning- how do you want to be regarded? How will social media develop your brand? Evaluation- how will you know if your social media strategy has been a success? What metrics will you use?

27 How does your audience use social media? Which platforms are they on? How are they using them? How could you best engage with them on there?

28 How are other organisations using social media? Keep an eye on your competitors, charities, corporates and public sector bodies What have you learned that could work for you?

29 How nonprofits are using Facebook: Creating a page for their organisation Updating stakeholders e.g. by posting links to articles and press releases Charities use Facebook for fundraising e.g. posting a link to their latest fundraising campaign and asking for donations (NB new donate function in US)

30 How do successful nonprofits use Facebook? Share topical and relevant content frequently Have a strong call to action and emphasise the benefits in taking it Listen and respond to stakeholders Test what content works and what doesn t Build communities around their page Take a positive but realistic tone with their content Use rich media (i.e. photos and videos) Consider offline as well as online engagement

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32 How nonprofits are using Twitter Setting up an account for their organisation Talking directly to supporters Lobbying influencers e.g. media/ MPs Fundraising Listening to stakeholders Tip: Twitter is unveiling new profile pages shortly. For more information on how to make the most of these changes see

33 How are nonprofits using Twitter? Share topical and relevant content frequently Listen and respond to stakeholders Have a strong call to action and show the benefits in taking it Use hashtags or create their own Understand how people use Twitter whilst participating in other activities e.g. tweeting whilst watching TV/ using ipad Create relationships with influencers Have a friendly and informal tone of voice Use rich media (i.e. photos and videos) Don t just focus on getting thousands of followers, but aim to convert them to fundraisers or advocates for the cause

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35 Nonprofits are using YouTube to: Create a channel Share content (telling stories and showing impact) Fundraising

36 How are nonprofits using YouTube? Use it for digital storytelling i.e. explaining what they do and how it makes a difference Share topical and relevant content frequently Use bold and interesting content Test what content works and what doesn t Build communities around their page Embed videos on their websites as well as other digital platforms Have a strong call to action. Focus on what you want people to do after seeing the video

37 Check out how YouTube star Charlie MacDonnell vlogged about visiting one of Save the Children s projects:

38 How nonprofits are using LinkedIn Setting up a page Establishing a group to share best practice Encouraging employees to set up their accounts Build relationships with government, media and corporates Gaining insights that help their organisation e.g. market research

39 How are nonprofits using LinkedIn? Encourage their staff to sign up and make connections Establish an organisational page Use it to build relationships with influencers e.g. decision makers, the media and corporates Start a group Join groups and share insights Use the newsfeed (called LinkedIn Pulse). This has the most popular stories in your network. Can be filtered according to subject and has an excellent social media channel Use it actively. Once you sign up, keep using it! Use professional and less informal tone of voice than on Facebook et al Talk to stakeholders as well as listen

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41 How to set goals for social media measurement: Align goals with organisational and marketing strategies Ask yourself why for each goal you set Measure online AND offline Interrogate the data- what does it really tell you? Avoid chasing numbers for their own sake

42 Community management Do: Observe and monitor conversations Connect to influencers Engage Follow trends Track your analytics Don t Be defensive or attack stakeholders Automate replies Leave comments or questions unanswered for more than 24 hours (except at weekends)

43 Creating a content schedule for social media Use key events from organisational calendar Find content from LinkedIn Pulse, Twitter and blogs Don t forget about visual content e.g. photos and videos Aim for a mix of planned and spontaneous content Use a platform like Hootsuite to schedule tweets and other posts Retweet and share content from your connections

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