SOCIAL MISFITS MEDIA VCSE CONFERENCE 13 November 2019 GROUPS: - - PowerPoint PPT Presentation

SOCIAL MISFITS MEDIA

VCSE CONFERENCE

13 November 2019

GROUPS: SEED, SPROUT, BLOOM, GROW

PART ONE COMMUNITY What is a Social Media Strategy? Step One: Goals Step Two: Audit Case Study: Autistica PART TWO ENGAGEMENT Step Three: Content Case Study: Bliss PART THREE SOLICITATION Step Four: Analytics Measurement Case Study: Islamic Relief

PART ONE: COMMUNITY

A social media strategy defines the relationships, their value and sets out a plan to harness them to achieve a particular goal or set of goals. WHAT IS A SOCIAL MEDIA STRATEGY?

Who? What? Where?

As of 2019, there are 3.2 billion people on social media - roughly 42%

• f the population

2 hours and 22 minutes are spent per day per person on social networks and messaging

95% of NGOs worldwide have a Facebook

• page. 83% have a Twitter profile. 40%

are active on Instagram.

29% of online donors say that social media is the communication tool that most inspires them to give.

Social media drives 57% of traffic to fundraising campaign pages

WHAT DOES A SOCIAL MEDIA STRATEGY LOOK LIKE?

COMMUNITY

Step one: Goals

• Fundraise
• Email Signups
• Attend Events
• Raise Awareness

• What are your individual goals?
• Who are you trying to reach?
• How can social media help you

achieve these?

GOALS EXERCISE

COMMUNITY

Step two: Audience & Audit

AUDIT

• Your Audience
• Evidence (Analytics)
• Platforms
• Networks
• Content

think QUALITY over

• What motivates them?
• Who do they listen to?
• What’s important to them?
• What makes them take action?

?

PERSONAS

• Chloe, 17
• Student – finishing her A Levels
• Cares about social causes
• Busy and time-poor because she is studying
• Started considering a career in health and

has been looking online at different options

• Keen Instagrammer

PERSONA EXAMPLE

SOCIAL MEDIA FUNNEL

AWARENESS INTEREST DESIRE ACTION DONOR DONATION

PART TWO: ENGAGEMENT

ENGAGEMENT

CONTENT

Step three: Content

Anyone can create great content even on a shoestring budget because authenticity and storytelling are the key ingredients for engaging content, regardless of how the content is produced Let’s make this perfectly clear: content doesn’t have to go viral to be successful

• Content types.
• How it is distributed.
• Best practice.

Photo Albums Slideshow

Instant Experience (formerly called Canvas) Offers Event responses Lead generation Collection

31 Video Cross Posting Carousel Instant Experience (formerly called Canvas) 360 Facebook Live Facebook Stories

32 Photo Video

Layout Boomerang Live Instagram Stories IGTV Hyperlapse

33 Single Photo/GIF Video . Multi-image Tweet Carousel Web Cards Trending Hashtags Polls

User Generated Content: Your community can become your content creators with

Content shared by employees or peers garners 8x more engagement than content shared by brand channels

Think Mobile-First: Mobile users exceeded desktop users for the first time in 2015

Of the 45% of people active on social media, 42% of that are on mobile.

Engage with your community: Don’t be a broadcaster

• Research.
• Be informed and reactive to trends.
• Monitor activity.
• Don’t be afraid to take risks!

WHAT IS A #HASHTAG? Social media is all about having a conversation, and hashtags make it easier to listen and engage with individuals talking about a specific subject area. #XXX

HOW ARE #HASHTAGS USED?

• Navigable lists
• It’s a way to ‘tag’ content to make it discoverable
• Highlight topics and conversations
• Craft voice
• Numbers – yes, spaces and punctuation – no!

There isn’t a preset list of hashtags, so they can be put in front of anything.

#HASHTAGS

Take Part in Conversations EVENTS Creating and using hashtags for events can help attendees track posts and take part in conversations in real-time If you’re hosting an event, it’s worth creating one that is memorable, unique, and relevant CONTEXT Engaging with trending hashtags is a great way to drive likes and shares, but always be mindful of the topic and tone

TOOLS

• Ripl: Turn your photos, video and music into

video slideshows

• Legend: Add motion to your copy
• Videoshop: Turn your photos into videos
• Unfold: Create stories with multiple photos
• Mojo: Create stories from video templates
• Photoshop Mix: Cut and combine images
• Boomerang: Bring your business to life
• FILM3D: bringing photos to life with 3D capture

and curated retro filters

CREATIVE TOOLS

THE FOUR FUNDAMENTALS

PART THREE: SOLICITATION

Engage Make the Ask (Take Action) Reached Target Audience (Awareness)

Be and make your call to action clear transparent

MEASUREMENT & ANALYTICS

ANALYTICS

ANALYTICS “Data is the most powerful tool people have to understand who their enthusiasts are and how they can better communicate with them, in

• rder to build more meaningful

relationships that lead to loyalty and increased giving over time.”

• Post two different forms of the same piece
• f content
• Test a statement vs a question
• Reach different segments of your audience
• Test time of day
• Monitor days of the week
• Video or photo

Keep track of your findings and carry that forward with you. Results may differ according to time of day, time of year, urgency of the campaign, and

• ther factors.

• Are different audience segments engaging

with different content?

• Do different audiences prefer to click to your

website rather than use the donation tools?

• Would your audience rather sign up on your

website or as part of a lead generation campaign?

• Start small and build incrementallY.
• Talk with your team openly about what your data tells you.
• Your strategy will be informed by what you learn through

data.

• A data-led digital culture is based on learning and growing,

and is flexible and evidence-based.

• Use data to understand the wants and needs of your

supporters, and keep them connected with your cause.

Say Thank You.

Immediate.

Meaningful

IMPACTFUL Specific

Summary

• Goals - set our what you want to achieve on social
• Understand who your audience is and get to know them
• Reach your audience on the right platforms
• Create content that resonates with them
• Engage with them and get to know them better
• Build loyalty to make the ask
• Constantly test and analyse to learn from your community
• Thank and acknowledge

Q&A

THANK YOU

Any questions? Let us know, we’d love to hear from you.

info@socialmisfitsmedia.com