integrating social media with soccer aid example
DESCRIPTION
A quick explanation of how we've integrated social media at UNICEF UK, using Soccer Aid as an example.TRANSCRIPT
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Putting social media at the heart of your organisation
Laila Takeh @spirals
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Context: UNICEF UK
• Fundraising individuals, corporates, gov & trusts
• Advocacy policy, campaigning & programmes
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Our Digital First Journey
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Source: Stanford Social Innovation Review Oct 2011
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Capacity buildingEmbed
Skills matrix
•All
•External facing
•Champion
•Super user
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GuidelinesEmbed
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An example
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Bought media
Email Search Adverts AffiliatesMobile
Owned media
Website
Earned media
Social
Objective 1
Objective 2
Objective 3
Objective 4
Partners
Integrated plans
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Content prep
1. What do we already have?
2. What worked best last time?
3. Where can we get more?• Field trip planning• Celebrity requests• Other offices
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Engagement prep
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Some of the activity…
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Some key lessons
• Integrated from the start
• Celebrities extend reach & pull
• Be simple with calls to action
• Have a calendar – drip feed over time
• Empower don't control
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Thanks
Laila Takeh @spirals