37
Making the most of social media

Making the most of social media | North West Networking Group | 17 January 2018

Embed Size (px)

Citation preview

Page 1: Making the most of social media | North West Networking Group | 17 January 2018

Making the most of social media

Page 2: Making the most of social media | North West Networking Group | 17 January 2018
Page 3: Making the most of social media | North West Networking Group | 17 January 2018

What we will cover in this session

• how to measure your impact to best inform your strategy• what content works and what to think about for 2018• how to control tone of voice and consistent messaging when

multiple people are accessing the accounts• how to manage internal expectations and demands• how to get your staff using social media• useful tools for managing your social channels

Page 4: Making the most of social media | North West Networking Group | 17 January 2018

I know what you’re thinking...

I barely have time to plan and post my content, let alone think about setting goals and then measuring it afterwards.

Why do I need to do this?

Page 5: Making the most of social media | North West Networking Group | 17 January 2018

Because if you don’t measure anything...

How will you know if your social media is successful? By knowing what is resonating with your audience - and what isn’t - you can ensure that you create the kind of content that they are interested in.

Page 6: Making the most of social media | North West Networking Group | 17 January 2018

Define what success means to YOU

Does success equal more followers, more event

sign ups or increasing the number of comments

on blog posts? Does it mean higher

engagement rates?

*whispers* Does it mean successfully

fundraising on social media?

Maybe it’s all of these things?

Page 7: Making the most of social media | North West Networking Group | 17 January 2018

How to measure success

Page 8: Making the most of social media | North West Networking Group | 17 January 2018

Here’s an example

SPECIFIC - we will help reduce calls to the helpline through sharing information that people need via social media.

MEASURABLE - we will measure, using Google Analytics, how many people are coming to the resource or information sections of our website from social media as well as measuring if calls to the helpline have reduced.

ATTAINABLE - we will look at what the most popular helpline topics are and ensure we share where people can find the answers/info regularly on social media.

RELEVANT - reducing the number of calls will save the charity time and money.

TIME-BASED - goal to be achieved in one year.

Page 9: Making the most of social media | North West Networking Group | 17 January 2018

Time to create your own SMART goals

Page 10: Making the most of social media | North West Networking Group | 17 January 2018

How to measure success on social media

Use Facebook Insights, Twitter Analytics and Google Analytics to Measure:

• numbers of retweets, clicks on links and new followers

• which content gets the most engagement and why

• referral traffic and conversions

Page 11: Making the most of social media | North West Networking Group | 17 January 2018

What content works on social media?

Page 12: Making the most of social media | North West Networking Group | 17 January 2018

Social media – the numbersFacebook: 2.07 billion monthly active users (32 million in the UK)Twitter: 328 million monthly active users (20 million in the UK)Instagram: 800 million monthly active users (17 million in the UK)LinkedIn: 500 million users (22 million in the UK)YouTube: 1.5 billion users (36 million in the UK)Snapchat: 300 million monthly active users (11 million in the UK)Pinterest: 175 million monthly active users

*source: Facebook, YouTube, LinkedIn, Omnicore

Page 13: Making the most of social media | North West Networking Group | 17 January 2018

Five ways to improve your content

Put your audience first

Page 15: Making the most of social media | North West Networking Group | 17 January 2018

Five ways to improve your content

Be relevant

Page 16: Making the most of social media | North West Networking Group | 17 January 2018
Page 17: Making the most of social media | North West Networking Group | 17 January 2018

Five ways to improve your content

Do one thing well

Page 19: Making the most of social media | North West Networking Group | 17 January 2018

Five ways to improve your content

Create, measure, iterate

Page 20: Making the most of social media | North West Networking Group | 17 January 2018

Five ways to improve your content

Less is more

Page 21: Making the most of social media | North West Networking Group | 17 January 2018

What to think about for 2018

● Takeovers or #rocur● Emoji● Video● Storytelling● Chatbots

Page 22: Making the most of social media | North West Networking Group | 17 January 2018

Takeovers or #rocur

Page 23: Making the most of social media | North West Networking Group | 17 January 2018

Emoji

Page 25: Making the most of social media | North West Networking Group | 17 January 2018

Storytelling

Page 27: Making the most of social media | North West Networking Group | 17 January 2018

What about consistency?

How can you ensure consistency in:

• Message• Tone of voice• Frequency of posts

Page 28: Making the most of social media | North West Networking Group | 17 January 2018

How to manage internal expectations & demands

• Create processes • Weekly standups• Internal training• Break comms down into campaigns

Page 29: Making the most of social media | North West Networking Group | 17 January 2018

How to get staff to use social media

Page 30: Making the most of social media | North West Networking Group | 17 January 2018

What’s their barrier?

Page 31: Making the most of social media | North West Networking Group | 17 January 2018

Top tips

• Show them the value of social media and how it can help them in their role

• Give them some training in the basics• Show them good examples• Praise them!

Page 32: Making the most of social media | North West Networking Group | 17 January 2018

Useful tools to plan your content

• ‘Jab, jab, jab, right hook’ methodology

• Use the Rule of Thirds• Create a content calendar• Your smartphone is your content toolbox

Page 33: Making the most of social media | North West Networking Group | 17 January 2018

Create a content calendar

Page 34: Making the most of social media | North West Networking Group | 17 January 2018

Free design tools

Design:• Canva for Nonprofits• PicMonkey

Images:• Unsplash• Morguefile• Gratisography • Canva• Pexels

Page 35: Making the most of social media | North West Networking Group | 17 January 2018

Questions?

[email protected] @LondonKirsty

Page 36: Making the most of social media | North West Networking Group | 17 January 2018

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

Page 37: Making the most of social media | North West Networking Group | 17 January 2018

Making the most of

social media

17 January 2018Manchester#ccnorthwest