choose your tools: guide for charities on social media tools
TRANSCRIPT
CHOOSEYOURTOOLSPICKING THE RIGHT PLATFORMS TO MAKE THE MOST OF
YOUR TIME ON SOCIAL MEDIA
@MARTINLOVES
ABOUT ME
Social Media Manager at Charities Aid Foundation Responsible for social media for #GivingTuesday
Previously at Comic Relief working on partnerships with BTSport, Premier League and Premiership Rugby
ghd | MTV | Hilton Worldwide | Radley | Maxinutrition | Hertz |MoneySupermarket
Formerly 8th highest ranking goth in the world onVampireFreaks.com
01
ABOUT CHARITIES AID FOUNDATION
One of the largest charitable foundations in Europe
Serve individual donors, businesses and charities
Provide financial services for the charity sector
250,000 donors, 3,000 companies – including 66% of theFTSE 100 - and 50,000 charities
02
ABOUT #GIVINGTUESDAY
International day of giving and the antidote to Black Friday andCyber Monday
Cause agnostic and non-prescriptive
1,400 organisations | 300 press mentions | 101,000 social mediamentions | #1 UK trend
£6k a minute donated | 40% increase in donations |world record broken for most money donated in 24 hours
02
WHAT WE'LL COVER
Overview of the strengths and specialitiesof:
Instagram | LinkedIn | YouTube | Pinterest| Vine | Google+ (boo) | ...Peach
And some others for good measure
02
WHAT WE'LL COVER
Free / low cost tools to make the most ofyour resources
Some things to think about
Examples from 15 charities
02
WHY USE ANOTHERCHANNEL?
WHY USE ANOTHERCHANNEL?
Social media users, particularly the young, arediversifying in their use of social
Charities don't have the budget for channelswhich are shifting to a paid marketing model
Some channels can complement your work on thebig two without needing to grow or nurture acommunity
03
THINGS TO CONSIDERSocial communities are hard to build from scratch, particularlywithout budget
A new channel will require extra service - can you sustain?
Define the role you want a new channel to serve before youlaunch:
Raise funds | Raise awareness | Lobby | Connect to a defined (orexisting) audience | Create / collect / curate content
03
Still the fastest growing social channel (GWI2016)
38% of users 16-24 (ibid)
Grew in popularity for its quality over quantityethos
High dwell time - people want to be 'caught up'
Going through growing pains
04
04
04
04
IS IT RIGHT FOR YOU?
Does your organisation lend itself to visual content?
Good mix of design work + behind the scenes
Ability to post at least once per day
Is your audience likely to participate in UGC?
Is your brand flexible enough?
04
PLEASE DON'TSWITCH OFF
Getting loads better
CAF has seen mom increases of up to 10k in impressions from anaudience of just 3k
Longer shelf life of posts (+3 DAYS)
People in the mind set of doing business - in fact second biggestincrease for motivation to use social media is to 'network forwork' (up 46% in one year GWI 2016)
LinkedIn pulse can develop online personal brands
05
05
IS IT RIGHT FOR YOU?
You probably have everything you need to use LinkedInalready
Is your objective to use social media to drive newrelationships / partnerships?
Do you want to establish senior stakeholder personalprofiles?
Do you have time / resource to work with stakeholders?
05
YOUTUBE
YOUTUBE06 Most visits across all social networks and true for all agegroups and most countries worldwide (GWI 2016) - morethan Facebook!
Video content can be a challenge for charities but a keychallenge which needs to be addressed
Lots of resources available to help guide your channelgrowth
06
YOU CAN SELF SHOOT (READ MY THIRD SECTOR ARTICLE: FIVE LOWCOST TIPS FOR CREATING COMPELLING VIDEO CONTENT THATTHRIVES)
ASK FOR PRO BONO SUPPORT
FOLLOW YOUTUBE'S PLAYBOOK FOR BRANDS:HTTPS://THINK.STORAGE.GOOGLEAPIS.COM/DOCS/CREATOR-PLAYBOOK-FOR-BRANDS_RESEARCH-STUDIES.PDF
TAKE PART IN YOUTUBE NONPROFITPROGRAMME: HTTPS://WWW.YOUTUBE.COM/NONPROFITS
FOLLOW YOUTUBERS (ASK YOUR NIECE) AND FOLLOW THEIRFORMATS
GET YOUR THUMBNAILS RIGHT: HTTP://WWW.TUBEFILTER.COM/2014/06/19/YOUTUBE-THUMBNAILS-DEFINITIVE-GUIDE/
HOW TO CREATE VIDEO CONTENT& HOW TO GENERATE VIEWS
Huge female demographic – around 80% female in fact
Food & Drink, DIY and Crafts, Home and Travel are themost popular categories
Considered a high referrer of traffic to brands in thesespaces
Sees big seasonal peaks, particularly around Christmas
07
07
07
IS IT RIGHT FOR YOU?
Does your cause lend itself to visual content?
Do you have design resource to create it?
Does your cause lend itself to curated content which 'lives' yourmission?
Is your audience predominantly female?
Do you have a retail presence?
07
VINE
VINE07 6-second video
New features make it easy to edit and add music
Established formats of jokes, crafts ordisseminating information
Small but passionate community
07
07
IS IT RIGHT FOR YOU?07 Does your cause lend itself to video?
Do you have design / animation capabilities?
Can you be funny with your cause?
Do you regularly run events / IRL things that lookgreat?
GOOGLE+
DON'T BOTHER.
REALLY.
90% of users have never posted
2% of users have ever posted more than 50 times
Just.
Don't.
Bother.
09
PEACH?
PEACH
Chasing the new isn't necessarily wise when youhave limited resources / aren't MTV or TheHuffington Post
But:
Peach has capabilities and applications for causeswith young micro-audiences
10
10
MY 3 TOP TIPS
TIP 1: NOT ALLYOUR SOCIAL
CHANNELS HAVE TOBE MASSIVE
01
TIP 2: USE YOURCOMMUNITIES TO
YOUR ADVANTAGE
02
HOW TO ENCOURAGE USERGENERATED CONTENT & SHARING
UTILISE POPULAR HASHTAGS OR CALENDARMOMENTS - WHAT'S TRENDING, OWN THE MOMENTCALENDAR, TBT ETC
MAKE SPECIFIC ASKS
INCENTIVISE AND REWARD
ADD CTA TO YOUR REAL LIFE PRESENCE - IN STOREOR AT EVENTS
USE EMPLOYEE ENGAGEMENT TOOL LIKECIRCULATE / SPRINKLR TO ORGANISE ANDDISSEMINATE MESSAGES
TIP 3: USE THESETOOLS TO MAKE
LIFE EASIER
Local Media
National Media
Broadcast
Hyperlocal blogs
Local venues
Trello
Smartsheets
Basecamp
Hootsuite
Slack / Yammer
Canva
PicMonkey
Delicious
Stock up
ANY QUESTIONS?@MARTINLOVES