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Social Media for Charities16th May 2012
What’s Up For Discussion Today?
1. So Why All The Hype About Social Media?
2. Sounds Good But What Does It Matter To Me?
3. How To Empower Your Audience
4. Some Tips About Facebook, Twitter & YouTube
5. Let’s Talk Strategy
6. Q&A
1. So Why All The Hype About Social Media?
• 2,122,120 people in Ireland have a Facebook account. 49% say they use the site daily
• YouTube gets 1.1 million hits per day in Ireland
• More Than 550,000 Irish LinkedIn users
• 11% of Irish adults (15+) say they have a Twitter account
hours of video uploaded to YouTube every minute
1h 1h 1h 1h 1h 1h 1h 1h
1h 1h 1h 1h 1h 1h 1h 1h
1h 1h 1h 1h 1h 1h 1h 1h
1h 1h 1h 1h 1h 1h 1h 1h
of all tweets contain links to content
2. Sounds Good But What Does It Matter To Me?
9 © Edelman, 2012. All rights reserved.
26%
20%
5%8%
41%
32%
14% 15%
2011 Informed Public
2012 Informed Public
+ 15 + 12
+ 9+ 7
Q149-160. [TRACKING] Below is a list of places where you might get information about a company. For each, please indicate if you trust it a great deal, somewhat, not too much, or not at all as a source of information about a company. (Top Box - % Trust A Great Deal) Informed Publics ages 25-64 in Ireland
TRUST IN INFORMATION SOURCES – IRELAND
ONLINE MULTIPLE SOURCESTRADITIONAL SOCIAL MEDIA CORPORATE
Ireland: Traditional sources and online search engines most trusted
10 © Edelman, 2012. All rights reserved.
Academic or expert
A person like yourself
Technical expert in the company
NGO representative
Regular employee
Financial or industry analyst
CEO
Government official or regulator
76%
69%
59%
55%
54%
46%
37%
25%
Academic or expert
Technical expert in the company
NGO representative
Financial or industry analyst
A person like yourself
CEO
Regular employee
Government official or regulator
67%
56%
55%
47%
46%
35%
35%
31%
CREDIBLE SPOKESPEOPLE – IRELAND
20122011
Q119-126. [TRACKING] Below is a list of people. In general, when forming an opinion of a company, if you heard information about a company from each person, how credible would the information be--extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Credible: Very + Extremely Credible) Informed Publics ages 25-64 in Ireland
+ 19
+ 23
+ 9
Credibility of person like yourself and regular employees surges in Ireland
We Like To Share
Navigating A New Media Ecosystem
SOCIALOWNED
HYBRIDTRADITIONAL
Stories Last Forever
3. How To Empower Your Audience?
Time & Attention are FINITE
We LOVE a good story
Some Wise Words From Seth Godin
I spread your idea because…• I care about the outcome and want you to succeed• It’s funny and laughing alone is no fun• I’m angry and I want to enlist others in my outrage• You asked me to and it’s hard to say no to you• I care about someone and this idea will make them
happier or healthier
4. Some Tips On Facebook, Twitter & YouTube
1. Be Interested And Interesting
2. Have A Call To Action With A Specific Outcome
3. People Love Numbers
4. Provide A Reward
5. Connect With Media
6. Build A Tool Based On Twitter’s Characteristics
1. Stick To One Page
2. Make Sure It’s Easy To Find You
3. Encourage People To Share Your Status
4. Exploit Images As Part Of New Timeline Design
5. Make Sure To Review Your Results
YouTube
1. Keep It Short And Snappy With A Clear Call To Action
2. What Content Works1. Animals2. Kids3. Parodies4. Infographics
3. Investigate The Non Profit Program www.youtube.com/nonprofits
4. Use Annotations
5. Let’s Talk Strategy
Trust In Everything And Everyone Is Down Across The Globe – BE REAL AND TRANSPARENT
PROVIDE A CONSISTENT STREAM OF VALUABLE CONTENT: When, Where And How They Want It
BE SOCIAL: Encourage And Inspire Users To Take “Social Actions”
GIVE VIP TREATMENT – Fans And Followers Can’t Be Treated As Impressions
CREATE SEAMLESS NAVIGATION, UNIQUE CHANNEL MISSIONS AND CROSS-PROMOTE
IMPERATIVES FOR REAL AND VALUABLE SOCIAL ENGAGEMENT
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Thank You For Listening
Any Questions?www.pkellypr.com www.twitter.com/pkellypr