HEE GENOMICS SUPERCHARGED SOCIAL MEDIA workshop with @darrencaveney - - PowerPoint PPT Presentation

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HEE GENOMICS SUPERCHARGED SOCIAL MEDIA workshop with @darrencaveney - - PowerPoint PPT Presentation

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HELLO HEE GENOMICS SUPERCHARGED SOCIAL MEDIA workshop with @darrencaveney introductions darren caveney @darrencaveney >> @comms2point0 >> darrencaveney@gmail.com comms2point0.co.uk @comms2point0 agenda: SOCIAL MEDIA WORKSHOP 13

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HELLO HEE GENOMICS

SUPERCHARGED SOCIAL MEDIA workshop with @darrencaveney

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introductions darren caveney

@darrencaveney >> @comms2point0 >> darrencaveney@gmail.com

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comms2point0.co.uk

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@comms2point0

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13 march 2019, 10.15am – 12.30pm with @darrencaveney, creator of @comms2point0 ▪ intro ▪ exercise 01 - your favourite and least favourite social media platforms ▪ best practice examples, award-wining work and killer content ▪ top tips for Twitter, Facebook and LinkedIn ▪ social media tools to help you ▪ discussion - personal accounts vs HEE accounts: the pros and cons ▪ good governance ▪ exercise 02 – creating an action plan to shape your future use of social media using a SWOT

agenda: SOCIAL MEDIA WORKSHOP

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@darrencaveney I @comms2point0

EXERCISE 01 YOUR FAVOURITE/LEAST FAVOURITE SOCIAL MEDIA PLATFORMS

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  • n your tables

▪ discuss your favourite/least favourite social media platform

(5 mins)

▪ feedback

workshop: exercise 01

@darrencaveney I @comms2point0

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workshop: introductions

@darrencaveney I @comms2point0.co.uk I darrencaveney@gmail.com

SOME THOUGHTS TO BEGIN THE DAY

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  • no one knows it all
  • we’re all trying to keep up
  • just when you think you’ve cracked it, everything changes…
  • social media metrics – take notice AND a pinch of salt
  • we need to work harder now than ever before to get results
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social media is not a silver bullet…

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social media is not a silver bullet…

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workshop: introductions

@darrencaveney I @comms2point0.co.uk I darrencaveney@gmail.com

HAVE A PLAN

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WHY WE NEED TO PLAN SOCIAL MEDIA…

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a good comms plan will inform your use of social media…

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SETTING THE SCENE: SOCIAL MEDIA IN 2019

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UK SOCIAL MEDIA USERS >> TOP 8 PLATFORMS 2019

TWITTER 23.04m registered users – source Twitter June 2018 …………………………………………………………………………………………………………………………………………. FACEBOOK 39.7m registered users – source Ofcom August 2018 …………………………………………………………………………………………………………………………………………. …………………………………………………………………………………………………………………………………………. YOUTUBE 41.3m registered users – source Ofcom August 2018 …………………………………………………………………………………………………………………………………………. LINKEDIN 23m registered users – source LinkedIn March 2018

graphics by @darrencaveney - creative communicators limited 2019

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UK SOCIAL MEDIA USERS >> TOP 8 PLATFORMS 2017

SNAPCHAT 19.4m registered users – source Ofcom August 2018 …………………………………………………………………………………………………………………………………………. PINTEREST 12.4m registered users – source Ofcom August 2018 …………………………………………………………………………………………………………………………………………. …………………………………………………………………………………………………………………………………………. INSTAGRAM 10.3m registered users – source Ofcom August 2018 …………………………………………………………………………………………………………………………………………. GOOGLE+ 8.7m registered users – source Ofcom August 2018

graphics by @darrencaveney - creative communicators limited 2019

UK SOCIAL MEDIA USERS >> TOP 8 PLATFORMS 2019

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the UK - Internet connectivity 4G now reaches 97.8% of the population 90% of homes have an internet connection 12% of adults don’t go online 40% adults check their phone within 5 minutes of waking

(this does not include phone alarm clocks)

51% go to bed with their mobile phone within reach

source – Ofcom, Aug 2018

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Smartphone Britain

78% of adults have a smartphone 88% of adult internet users spend 24 hours a week online

source – Ofcom, Aug 2018

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workshop: introductions

@darrencaveney I @comms2point0.co.uk I darrencaveney@gmail.com

AWARD WINNING WORK. BEST PRACTICE.

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workshop: introductions

@darrencaveney I @comms2point0.co.uk

BEING BRAVE

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BEST SOCIAL MEDIA ACCOUNT - WINNER

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OBJECTIVES

recruit 200k blood donors per year specific shortages in black and asian communities

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STRATEGY

donors and citizens at the core of the strategy defined three digital content themes: Do, Think and Feel used social media as the catalyst for digital storytelling, shifting the focus to the stories of the people whose lives have been changed by blood donation

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CAMPAIGN LAUNCHED…

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THE CAMPAIGN ATTRACTS RACISTS ABUSE…

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WHICH THEY CHALLENGED ROBUSTLY…

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WHICH GAINED LOVE AND SUPPORT…

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AND THEY STEPPED UP THE CAMPAIGN…

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TACKLING IMPORTANT ISSUES (AND RACISTS)

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THE RESULTS

25%​ ​increase​ ​of​ ​new​ ​blood​ ​donors​ ​aged​ ​17- 24​ ​registering​ ​digitally - social​ ​media​ ​now one of the ​top​ ​channel​ ​referrers​ ​for​ ​online​ ​registrations​ ​across blood​ ​donation The response to the racist post generated a 6% increase in new black donors – one of the hardest to reach audience groups Media coverage from the BBC, Bristol Post, The Poke and over 5 million impressions across our social platforms

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QUESTION

HOW MANY PEOPLE RUN THE ACCOUNT?

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1

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workshop: introductions

@darrencaveney I comms2point0.co.uk I darrencaveney@gmail.com

BEING CREATIVE

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The social 80/20… the Pareto Principle

comms2point0.co.uk @comms2point0

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The social 80/20… the Pareto Principle

comms2point0.co.uk @comms2point0

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The social 80/20… the Pareto Principle

comms2point0.co.uk @comms2point0

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The social 80/20… the Pareto Principle

comms2point0.co.uk @comms2point0

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The social 80/20… the Pareto Principle

comms2point0.co.uk @comms2point0

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The social 80/20… the Pareto Principle

comms2point0.co.uk @comms2point0

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The social 80/20… the Pareto Principle

comms2point0.co.uk @comms2point0

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The social 80/20… the Pareto Principle

comms2point0.co.uk @comms2point0

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POKING FUN AT THEMSELVES…

he social 80/20… the Pareto Principle

comms2point0.co.uk @comms2point0

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FUN + CREATIVE + PURPOSE = EFFECTIVE social

80/20… the Pareto Principle

comms2point0.co.uk @comms2point0

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FUN + CREATIVE + PURPOSE = EFFECTIVE social

80/20… the Pareto Principle

comms2point0.co.uk @comms2point0

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the power

  • f images…
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the power

  • f images…
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workshop: introductions

@darrencaveney I @comms2point0.co.uk I darrencaveney@gmail.com

MORE BEST PRACTICE EXAMPLES

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GOOD PRACTICE. FROM A LIBRARY?

@darrencaveney I @comms2point0

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@ORKNEYLIBRARY

@darrencaveney I @comms2point0

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@ORKNEYLIBRARY

@darrencaveney I @comms2point0

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@ORKNEYLIBRARY

@darrencaveney I @comms2point0

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@ORKNEYLIBRARY

@darrencaveney I @comms2point0

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@ORKNEYLIBRARY

@darrencaveney I @comms2point0

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@ORKNEYLIBRARY

@darrencaveney I @comms2point0

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@ORKNEYLIBRARY

@darrencaveney I @comms2point0

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TOP TIPS FOR GETTING THE MOST FROM SOCIAL MEDIA

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Top Tip for content ratio – The ‘Rule of Thirds’

First third – your key messages/priorities Second third – sharing other people’s content Final third – engagement, non work related content

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FACEBOOK TIPS

@darrencaveney I @comms2point0

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FACEBOOK TIPS – TOP 5

  • 1. understand your insights – trends, what works/doesn’t work
  • 2. algorithm – “meaningful interactions” discussions, questions…
  • 3. great content can still get cut-through
  • 4. know and tag your partners and influencers
  • 5. comments are better than likes…

@darrencaveney I @comms2point0

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TWITTER TIPS

@darrencaveney I @comms2point0

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TWITTER TIPS – TOP 5

  • 1. create great content for your followers (check your Twitter analytics)
  • 2. make the most of your profile page
  • 3. clean up your following/follower lists (TweepsMap is good for this)
  • 4. know when your followers are online/active (Tweriod is good for this)
  • 5. twitter algorithm – use your full 280 characters

@darrencaveney I @comms2point0

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Twitter Threads – who has used them?

@darrencaveney I @comms2point0

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TWITTER THREADS

  • post a thread for a campaign or key priority
  • take your time planning it (and the creative content)
  • ‘pin it’ – top of your profile page

@darrencaveney I @comms2point0

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LINKEDIN

@darrencaveney I @comms2point0

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@darrencaveney I @comms2point0

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5 POTENTIAL BENEFITS FROM LINKEDIN

  • 1. engagement and reach rates
  • 2. groups and companies on your patch
  • 3. better recruitment opportunities
  • 4. improve/promote your organisational profile
  • 5. your next job offer may come from LinkedIn

@darrencaveney I @comms2point0

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#

and hashtags are a new feature to help you search and to be searched…

@darrencaveney I @comms2point0

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LINKEDIN: WORK ON YOUR PROFILE & CONNECTIONS…

@darrencaveney I @comms2point0

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QUESTION

DO YOU HAVE A LINKEDIN ACCOUNT?

@darrencaveney I @comms2point0

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LINKEDIN SEARCH – GENOMICS EDUCATION PROGRAMME

@darrencaveney I @comms2point0

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QUESTION

WHAT ARE THE BIGGEST BARRIERS TO YOU DELIVERING GOOD SOCIAL MEDIA?

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workshop: introductions

@darrencaveney I @comms2point0.co.uk I darrencaveney@gmail.com

TOOLS TO HELP

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TOOLS TO HELP: TWEET BINDER FOR TRACKING

@darrencaveney I @comms2point0.co.uk I darrencaveney@gmail.com

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TOOLS TO HELP: TWEET BINDER

@darrencaveney I @comms2point0.co.uk I darrencaveney@gmail.com

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TOOLS TO HELP: TWEET BINDER

@darrencaveney I @comms2point0.co.uk I darrencaveney@gmail.com

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TOOLS TO HELP: TWEET BINDER

@darrencaveney I @comms2point0.co.uk I darrencaveney@gmail.com

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TOOLS TO HELP: TWERIOD – WHEN YOUR FOLLOWERS ARE ONLINE & ACTIVE

@darrencaveney I @comms2point0.co.uk I darrencaveney@gmail.com

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TOOLS TO HELP: TWERIOD

@darrencaveney I @comms2point0.co.uk I darrencaveney@gmail.com

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TOOLS TO HELP: TWERIOD

@darrencaveney I @comms2point0.co.uk I darrencaveney@gmail.com

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TOOLS TO HELP: INSTAGRAM CHECKUP

@darrencaveney I @comms2point0.co.uk I darrencaveney@gmail.com

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governance

good governance

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governance issues to things to think about…

▪

personal vs professional use

▪

social media policy – use it

▪

  • pening a new account – take advice

▪

passwords OTHER QUESTIONS??

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try not to argue on social media…

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EXERCISE 02 CREATING A PLAN

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...

in groups…

create a social media action plan via a crowd- sourced SWOT

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RECAP >> 10 KEY TAKE-AWAYS

  • 1. don’t try to be on everything
  • 2. work harder for engagement and returns
  • 3. own your own platforms – and make sure they fly
  • 4. manage your time well
  • 5. find 5-10% of your week/month to innovate and be

creative

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RECAP >> 10 KEY TAKE-AWAYS

  • 6. believe in to yourself
  • 7. always, always evaulate
  • 8. be creative
  • 9. be brave

and…

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10: always have a great plan...

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keep in touch

darrencaveney@gmail.com @darrencaveney

TIME FOR A CHAT

keep in touch

@darrencaveney I @comms2point0 I darrencaveney@gmail.com