An Atoll Futures Research Institute? Presentation for CANCC
Social Media - Probably the most efficient tool for volunteers to lead @ Adacemy 2014
1. Social Media Probably the Best Tool for Volunteers to Lead
THE ACADEMY 2014
ANNA MUNSTERHJELM & JO DEMAN
@annamun #thesgacademy #KeyLearnings
2. After this session you
will (hopefully)
1. Know the basics of content strategy and content planning.
!
2. Recognise and produce appropriate content for your target
group online.
!
3. Have ideas and inspiration on how to use social media as
a leadership tool.
!
4. Get started with your own content strategy or a content plan.
3. AN EXAMPLE
How to make
young people not only
interested but also
involved in not-so-cool
things?
Case #kutsumua
& bullying in schools
4.
5. 23 000 photos
in 7 days
by 3 hours of planning
#kutsumua
6. Back to hello!
1. Who are you?
!
2. What social media content you liked/enjoyed/benefited from
recently? Why?
!
3. What is the most important strategic goal of your
organization/project right now?
25. AN EXAMPLE
Usually the target group
makes it better by themselves.
Case Scout.Me.In
26. Good content = service
• Good content is current and offers you new points of view.
!
• Good content is not an advertisement.
!
• Good content is meaningful for the target group.
!
• Good content is communication between the user and the offer
of some service.
!
• Good content is not whatever & whenever & wherever.
!
• Good content makes your daily life easier (and funnier)!
32. Content strategy
TARGET
GROUP
THE
ORGANIZATION
!
!
!
VALUES
NEEDS
PHENOMENA
!
CONTENT
CHANNELS
ACTIONS
!
= finding things in
common and using them.
VAPA MEDIA OY
33. Content strategy
• Helps you to reach your target group online and catch them
with content.
!
• Makes your content producing (=Facebooking and tweeting) a
lot easier and possible to delegate.
39. Let’s play you are a NSO/MO.
1. We will give you a goal and a target group.
!
2. Think, discuss & decide (20 minutes)
• Your target group’s motivation to use internet?
• What themes do they discuss online?
• What social media channels do they use?
• What kind of content do they like most in those channels?
!
3. Make a social media campaign! (20 minutes)
• Choose one channel
• Choose a type of content (picture, text, video, whatever)
• Make a concrete example (a real or a paper version)
• Be prepared to present your campaigns (3 minutes per
group)
!
3. Present your campaign (3 minutes)
40. Something to bring
back home with you:
Let’s create
a content strategy
for your
organization/project.
(A TO DO LIST, ACTUALLY.)
41. To do: My very own
content strategy 1/3
1. Explore
• Your strategic goals?
• Your target group(s)? What do they do online?
• What organizations are you jealous to? What do they do
online?
• What present channels of communications will you
analyze?
• Your resources?
!
42. To do: My very own
content strategy 2/3
!
2. Analyze
• What motivates your target group to use internet?
• What themes do they mostly discuss online?
• What kind of content do they want to get and consume
on different channels?
43. To do: My very own
content strategy 3/3
!
3. Action!
• Choose your channels.
• What kind of content will you produce to those channels?
Make a list of your types of content.
• When and what will you post/tweet/launch? Make a plan.
• Who will actually do it? Delegate.
44. Have we reached
our goals today?
1. Know the basics of content strategy and content planning.
!
2. Recognise and produce appropriate content for your target
group online.
!
3. Have ideas and inspiration on how to use social media as
a leadership tool.
!
4. Get started with your own content strategy or a content plan.
45. That was it.
Thank you! SOCIAL MEDIA @ THE ACADEMY 2014
ANNA MUNSTERHJELM & JO DEMAN
@annamun