Sushi Juggapah, digital content editor, CharityComms
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
PPT BIJNOR COUNTING Counting of Votes on ETPBs (FOR SERVICE ELECTORS
Social on a shoestring | Small charities communications conference | 12 July 2017
1. Social media on a shoestring
Sushi Juggapah, digital content editor
CharityComms
@sushi_juggapah
2. What we’re going to cover today
* About CharityComms
* Why social?
* The ingredients for successful social
* What you use
* Social ROI
3. What is CharityComms?
* Events
* Knowledge Hub
* Professional development
* Networking
* Resources
4. What can social help you achieve?
* Showcasing creative content
* Targeted advertising (doesn’t have to be expensive!)
* Social listening
* Conversation with supporters
5. Why social?
How do you fit a social
media strategy into
everything you already
have to do?
You don’t build a new
strategy – you integrate.
Your
objectives
Your purpose
Your
audience
6. Why social?
Your audience
* do they use social?
Your campaign objectives
* could they benefit from
social?
Your purpose
* why are you doing this?
Your
objectives
Your purpose
Your
audience
Your
opportunity
on social
10. What is it doing right?
* Talking to (and like) its
audience
* Hijacking conversations to
engage target audience
* Reinforcing core message of
the organisation
* All topped off with a great
tone of voice!
11. Over to you
What are the opportunities
for social at your
organisation?
Your
objectives
Your purpose
Your
audience
13. Your objectives
* What do you want to achieve?
* Why are you doing this?
* Will social help you achieve this?
Consider your purpose and how
these objectives link back
14. A defined audience
* Who are you talking to?
Don’t forget, you are not
your target audience?
15. Good content and stories
* Key messages
* Case studies
* Compelling figures
* Making it work for the channel
(visual, human, impact or action-led)
* Tone of voice for social
16. Good content and stories
NHS Blood and Transplant
“...it has become a never
ending cycle of amazing
content. If you listen people will
respond – it's that simple”
Melissa Thermidor, social
media manager, NHS Blood
and Transplant
17. Content sources
* Interactive – GIFs,
videos, photos
* News stories
* Links to instant articles
* Petitions
Image manipulation: Canva,
Gimp, Picmonkey
Free images: Pexels,
Pixabay, CC image search
Video: Microsoft Movie
Maker & your smartphone
Infographics: Piktochart (£),
Infogram (£)
“In five years, most of Facebook will be
video”
Mark Zuckerberg, CEO, Facebook
18. Hooks
* Aligned to the news agenda
* Planned events
* Fundraising activity
* Launches
* Competitions
19. Over to you
Can you identify these
ingredients in your orgs for
social?
What’s missing? What do
you need to work on?
Goodcontentandstories
•Content
your
audience
wants to
see
Yourobjectives
•What do
you want
to
achieve?
Newshooks
• News
• Planned
events
23. Content planners
Planners can help:
* organise your time
* give an overview of content
* manage requests
* highlight strengths and weaknesses
24. Measuring ROI on social
Back to objectives – how
do you want to
demonstrate success?
Think about answering a
question
Set up Google Analytics
to support measurement
25. Measuring ROI on social
How many people who
signed our petition saw it on
social media?
Other examples: conversion
donation value
reach (quantitative and
qualitative)
26. Holistic digital marketing
3.5 billion = Google
searches every day
313 million = monthly
active Twitter users
Amp your success by tying
in email and SEO
marketing to social
The average order value
of an email is at least
three times higher than
that of social media.
– McKinsey
27. Thanks for having me! Any questions?
sushi@charitycomms.org.uk
@sushi_juggapah
charitycomms.org.uk
@CharityComms
28. Visit the CharityComms website
to view slides from past events,
see what events we have
coming up and to check out
what else we do:
www.charitycomms.org.uk