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Social Media Ian Reynolds, Digital Marketing What we do and why we do it E-newsletters and social media To support and promote RHS activities, share our gardening knowledge, and encourage garden/show visits To display the

  1. Social Media – Ian Reynolds, Digital Marketing

  2. What we do and why we do it  E-newsletters and social media  To support and promote RHS activities, share our gardening knowledge, and encourage garden/show visits  To display the ‘fun’ side of the RHS, and make us more approachable and relevant to a wider audience  Working to ensure our digital output accurately and fairly represents the whole breadth of the RHS: RHS Shows, advice, science, RHS Gardens,  partners, horticultural news, fun/other!

  3. Social Media: An Introduction Reach new people Desktop/Mobile For everyone Easy and quick Innovative Social Community Tell a story Educational The future… Share your passion

  4. Social Media Tips  What social media IS : Conversational and friendly i.e. use the tone you’d use to  chat to friends online A way to make contacts  A way to raise awareness about activities or campaigns  A way to reach a wider audience  A way to tell your story  A highly effective way to promote any topical and engaging  content you have e.g. news, research, polls, blogs, website content and campaigns

  5. Social Media Tips  What social media ISN’T : A place to talk and not listen or engage  A place to just throw any and every bit of content you have  regardless of topic/quality

  6. An array of platforms… Facebook Twitter Pinterest • 180k • 120k • 146k • 25k followers Instagram followers followers followers • Average • Average • Average • Average daily engagement: reach: 40k impressions: reach: 18k 10% 6k • Average • ~2800 clicks • 3-5 posts a engagement: • Average through to week 5% engagement: website pcm 2.5% • 1 post a day • 1-5 updates a • 3-10 a day month • Top referring • 2 nd highest site to RHS website referrals to RHS website

  7. …which is for you? Facebook  Image-led, about 3-5 a week  Be concise  Share other statuses, and tag people  Twitter  Quality not quantity, but don’t go too quiet for too long!  Build a community; tag, RT, #  Use images and links for maximum impact  Pinterest  Link to site  Instagram  Importance of #  Other  Video becoming privileged… 

  8. How it actually works: FB

  9. How it actually works: FB

  10. How it actually works: Twitter

  11. How it actually works: Twitter

  12. Time-saving tips Warning  Don’t ‘link’ accounts… each platform is different and needs to be  treated as such! However the content can be copy, pasted and tailored.

  13. Groups vs Pages  Page : public-facing, anyone can join, anyone can comment, easier to find  Group : can be set to be private/invite only, harder to find, guarantee those contributing are those you know or want Either one, you need to share the URL to increase followers, link from website/emails, word of mouth, create shareable content etc.

  14. Ways of Working Importance of photography and videos: don’t underestimate the  value for you and for engagement as well as press Never forget your phone/camera!  Show your personality and your passion!  For specific social media questions, please email me on  socialmedia@rhs.org.uk Don’t be afraid of it – experiment and have fun! 

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