Social media and integrated communications can be used for social good by influencing key individuals. Influencers who are trusted and have large networks can help spread important messages. It is important to understand audiences, measure results, and tell compelling stories across both online and offline channels to engage supporters and create real world impact.
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Social media for social good – how integrated communications can change the world
1. Social media for
social good –
how integrated
communications can
change the world
IOF PR & Communications In Fundraising Conference
14th September 2012
2. Hello
Charlotte Beckett, Head of Digital, The Good Agency
Charlotte.beckett@thegoodagency.co.uk
@londoncharlotte
@thegoodagency
3. We get our news from everywhere
• TV viewing is up, but we don’t just watch it on TV
• 68% of people use smart phones while watching TV
• 75% of journalists use "reliable" social media platforms to source stories
44% use known blogs as news sources, 22% unknown
• 82% of journalists say their title has a Twitter account, 76% a Facebook page
• 80% of broadband users have visited a blog or forum
• Google Search, Facebook & YouTube are the UK’s most popular sites
4. We love to share news
Number of stories from selected news sites shared on
Facebook and Twitter, March 2012
5. The power of the people
• 25% of search results for the World’s Top 20 largest brands are links to user-
generate content
• 34% of bloggers post opinions about products & brands
• 90% of consumers trust peer recommendations, 70% from strangers, 14%
trust advertisements
• 56% of consumers say they are more likely to recommend a brand after
becoming a fan
• Trust in traditional media is up 10%, in online sources (all channels) is up
18%, in social media is up 75%
8. Who are the influencers ?
• Advocates who will speak on your
behalf, brand evangelists, people
who can change thoughts &
behaviours
• Influencers need credibility, high
bandwidth, content & timing
relevance, channel alignment,
confidence/trust
• It’s not the number they can reach
but the speed they can reach them
We need to keep the conversation
evolving and moving so the
message can pass from influencer to
influencer
9. Where could your influencers be?
• Blogs, forums and communities
• “Traditional” media (online and off)
• Real world communities
• Your social networks
• Your staff, trustees’, partners’ and ambassadors’ networks
• Your supporters’ and donors’ networks
10. Why would they spread the word?
• Altruism
• Reputation
• Empathy
• Connectedness
• Evangelism
• The common denominator:
relationship building
13. Give data some love
• Look at yours: Google Analytics,
your CRM, email results, offline
results …
• Look at theirs: industry research -
sector specific (NFP Synergy,
Blackbaud …), digital specific
(econsultancy, mobileplanet.com,
Nielsen …), media data (direct or
via an agency, social data
(SocialMention, Radian6 …)
• Look at specialists: agency
researchers & planners, niche tools
(TGI, Acorn)
14. Measurement should be
• Accessible - Google Analytics,
data from online media, data from
social media (e.g. Facebook
Insights), data from free tools
(SocialMention, Addictomatic) or
paid (Radian6, Scoutlabs)
• Actionable - useful data that we
can turn into clear insight then in
turn into actions.
• Auditable - we need to make sure
what we measure sits with our
broader organisational objectives
16. • Real time social media story telling
from the field
• Experiential/PR launch in Westfield
• Media partnership with 30 UK
commercial radio stations
• Celeb support
• On/offline communications with
warm supporters
• Ongoing social media & blogger
outreach
• £1.2 million target reached in 5
weeks, £1.8 million in total
21. Make good things happen by …
• listening
• putting people before platforms
• matching stories to mediums
• being simple & clear, being yourself
• integrating your channels
• having a content plan
• making, measuring, learning, and fast
• having a real world impact