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 PART TWO ENGAGEMENT Case Study: Autistica Step Three : Content Case Study: Bliss PART THREE SOLICITATION Step Four : Analytics Measurement Case Study: Islamic Relief
PART ONE: COMMUNITY
WHAT IS A SOCIAL MEDIA STRATEGY? 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.
Who? What? Where?
As of 2019, there are 3.2 billion people on social media - roughly 42% of the population
2 hours and 22 minutes are spent per day per person on social networks and messaging (Globalwebindex, 2018)
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 . (Global Trends in Giving Report).
Social media drives 57% of traffic to fundraising campaign pages (Classy).
WHAT DOES A SOCIAL MEDIA STRATEGY LOOK LIKE? CONTENT ANALYTICS AUDIENCE & GOALS AUDIT
COMMUNITY Step one: Goals GOALS
Fundraise • Email Signups • Attend Events • Raise Awareness •
GOALS EXERCISE What are your individual goals? Who are you trying to reach? How can social media help you achieve these?
COMMUNITY Step two: Audience & Audit AUDIENCE & AUDIT
AUDIT Your Audience Evidence (Analytics) Platforms Networks Content
think QUALITY over QUANTITY
PERSONAS What motivates them? Who do they listen to? What’s important to them? What makes them take action? ?
PERSONA EXAMPLE 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
SOCIAL MEDIA FUNNEL DONOR AWARENESS INTEREST DESIRE ACTION DONATION
PART TWO: ENGAGEMENT
ENGAGEMENT Step three: Content 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 Lead generation Albums Slideshow . Instant Experience Offers Event responses Collection (formerly called Canvas)
Video Cross Posting Carousel Instant Experience (formerly called Canvas) 360 Facebook Live Facebook Stories 31
Video Layout Photo Carousel Boomerang Live Hyperlapse IGTV Instagram Stories 32
Single Video Multi-image Carousel Photo/GIF . Tweet Web Cards Trending Polls Hashtags 33
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
CREATIVE TOOLS Ripl: Turn your photos, video and music into video slideshows TOOLS 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
THE FOUR FUNDAMENTALS
PART THREE: SOLICITATION
Reached Target Audience (Awareness) Engage Make the Ask (Take Action)
Be transparent and make your call to action clear
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 order to build more meaningful relationships that lead to loyalty and increased giving over time. ”
Post two different forms of the same piece • of 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 other 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 i n c r e m e n t a l lY . • 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.
Meaningfu l Specific Immediate. Say Thank You . Transparent IMPACTFUL
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
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