Digital and Social Media Guidelines

Transcription

1 2015 Digital and Social Media Guidelines

2 Introduction Welcome and thank you for taking the time to read the digital and social media guidelines for Remember A Charity in your Will Week The role of social media is greater than ever as it provides us with an extraordinary opportunity to reach more people with our messaging. With the support of our campaign supporters and member charities, we can spread our message in the digital environment and raise the profile of legacy giving. As a campaign supporter, you can also use the week to promote your own services and organisation, encouraging people to visit your website. The following pages are intended to provide you with an overview on how to get involved using digital channels, including social media. Please note that they have been written for a range of users, including those less familiar with social media to make it easy to implement. The guidelines should be used in collaboration with the online social media content calendar spreadsheet. This gives you actual suggested Facebook posts and tweets, together with links to assets. See page 14 for info and the link.

3 Contents 1. Creative Idea and Messaging 2. Asset Overview 3. Films 4. Generic Banners 5. Static Post 6. Content Calendar 7. Social Media Guide 8. Appendix

4 DEFINITION MESSAGE IDEA Creative Idea and Messaging Extreme Will Writing = People going to extremes to leave a gift to charity in their Will You don t have to go to extremes to become a Living Legend you just need to leave a gift to charity in your Will Living Legend = Someone who s included a gift to charity in their Will regardless of how they have done it

5 Bespoke messaging for Campaign Supporters Promote your services and organisation MESSAGE 1 Objective MESSAGE 2 This Remember A Charity Week, why not consider your Will and ensure it s up-to-date. Think about everything that s important to you, from family, friends and also charity. We can help at [insert your URL] You don t have to go to extremes for charity, including a gift in your Will is legendary enough. So after you ve taken care of loved ones, why not consider including a charity in your Will. We can help at [insert your URL]

6 Asset Overview Film: Teaser Generic Banner - Small These are just some of the assets that we re making available for you to use. Film: Event Generic Banner - Large Film: David - Profile Static Post: social & other Film: Meryl Profile

7 Films

8 Teaser Film Role When to post Intrigue, interest and drive traffic 1 September, 2 September, 4 September, 7 September, 14 September, 16 September Notes Please feel free to repost this as many times as you like pre, during and post Awareness Week! You can also access the code to embed the film on your own website/campaign page from YouTube (via the Content Calendar)

9 Event Film Role When to post Excite, engage and inspire people to believe they can do something legendary for charity through the story of the Extreme Will Writers 7-13 September Notes This asset was created for the purpose of enriching our campaign story- not necessarily as a social asset. We recommend embedding this asset on your website/campaign landing page or anywhere else you deem appropriate. You can access the embedding code from YouTube (via the Content Calendar)

10 Profile Film David Shurlock Role When to post Inspire through Dave's personal interest story & drive traffic 7 September Notes Please feel free to repost this as many times as you like during and post Awareness Week! We also encourage you to embed the film on your website/campaign landing page You can also access the embedding code from YouTube (via the Content Calendar)

11 Profile Film Meryl Knapp Role When to post Inspire through Meryl's personal interest story & drive traffic 9 September Notes Please feel free to repost this as many times as you like during and post Awareness Week! We also encourage you to embed the film on your website/campaign landing page You can also access the embedding code from YouTube (via the Content Calendar)

12 Generic Banners Role When to post Notes Promote Remember A Charity in your Will Week These assets can be used as and when you deem most appropriate throughout Awareness Week You can use these assets as either social posts or generic website banners

13 Static Posts - Banner Role When to post Notes General content to promote Remember A Charity in your Will Week. Please feel free to post this as many times as you like during and post Awareness Week. This banner has been created to be posted on Facebook and Twitter. Please do so using corresponding copy found in the Social Media Content Calendar

14 The Social Media Content Calendar This spreadsheet gives suggested social media posts before, during and after Remember A Charity Week. It contains all necessary content such as images, videos and URLs to use in the posts. Please note the posts are suggestions only, and you can tailor them to suit your own organisation. Please access the calendar via Google drive at:

15 Social Media Step by Step Guide

16 How to get the most from your posts Post on Facebook during the afternoon slump Most people need some motivation to get through the afternoon slump and that normally results in people checking their Facebook. Posting to Facebook between 1pm and 4pm results in the highest average click through rates. These numbers peak around 3pm and slump to a low during the weekends. So to engage with the most people possible, look to post during the afternoon and spread the word about including a charity in your Will or our organisation. Schedule tweets for lunchtime Twitter is busiest around lunchtime with peak posting days falling between Monday and Thursday. However, once it reaches 3pm, people are less likely to engage on Twitter. Look to spread the word about Awareness Week during the lunch time hours Monday to Thursday.

17 Content Calendar How to use it For posting to Facebook and Twitter, you can simply copy across the provided content to the appropriate window. Supporter files for social media posts (e.g. images and videos) will be arranged in a Google drive folder. To make it as easy as possible for you to find and download these items our spreadsheet contains links that take you directly to the files. After downloading you can use them to complete your Facebook or Twitter post. This process will be outlined in detail over the next pages.

18 Downloading Images To download a required file, simply follow the URL outlined in the spreadsheet and download the linked content to your computer by clicking the download button pointed out below. After saving the file to your computer, you will be able to use it as recommended or how you feel appropriate. Download using the download button.

19 Using videos in Facebook posts All campaign video files for sharing before, during and after Awareness Week will be hosted on YouTube. The corresponding URLs will be available in the content calendar (see above for example). These simply need to be copied and pasted into the post alongside the provided copy. The linked content will then be added automatically.

20 Example Facebook post Trailer teaser post Facebook copy: Use copy provided in social content calendar URL: YouTube.com/ (This URL embeds the video)

21 Using images in Facebook posts 1) Copy and paste the text into the status box 2) a. Click the link to the Google drive image b. Download the image (as described on previous page) c. Press the photo / video button in your Facebook post window and choose the image you downloaded from the Google drive link

22 Using videos in Tweets All campaign video files for sharing before, during and after Awareness Week will be hosted on YouTube.com The corresponding URLs will be available in the content calendar (see above for example). These simply need to be copied and pasted into the post alongside the provided copy. The linked content will then be added automatically.

23 Example Tweet Trailer teaser post Need Youtube link Twitter copy: Use copy provided in social content calendar URL: YouTube.com/ (This URL embeds the video)

24 Using images in Tweets drive.google.com/imagelink 1) Copy and paste the copy into the text box 2) a. Click the link to the Google drive image b. Download the image (as described previously) c. Press the photo / video button in your Tweet window and choose the image you downloaded from the Google drive link

25 Appendix

26 How to access the embedded code Click Share Click Embed. This will give the code at a certain size. To change the size click Show More Click on link in Content Calendar to the film you wish to embed You can now customise the video to suit your website specifications Then copy and past the code into the relevant area of your website

27 User journey Trailer Post The Extreme Will Writer films are the core assets we would like you to share. It s used as a teaser and marks the beginning of the user journey that takes viewers to rememberacharity.org.uk, where they can watch the full documentary and read more about our campaign. Once on the website, users are just a click away from finding a charity to support or a professional advisor near them. Drives to Drives to Trailer Post rememberacharity.org.uk Making a Will