Embed Size (px)
DESCRIPTION
Unquestionably, your supporters and your potential supporters are using social media. Your charity should be too. Here are some top tips to help your charity make the most of social media, and use it to build and inspire an online community. Presentation originally presented by our Social media manager, Helen Osborne at our social media event in Dublin (04/12/14). Any questions at all, do get in touch - [email protected]
Citation preview
Inspiring & building an online community
What we’ll cover…
• Why is social media so important
• Getting started on social
• Creating a content strategy
• Practical content tips
• Useful free tools available
• What’s worked for us
• You + us = BFFs
Why is social media so important?
Some numbers… 1.23 billion monthly
active users
284 million active users
200 million users
70 million users
40 million users
540 million users
52% of the population is on Facebook,
with 70% returning every day
1 million tweets every
day from 600,000 daily
users
€80 million donated via Facebook integration in the last 12 months
Donations
from Twitter went up by
70% in 2013 compared
to 2012
The average donation
from Facebook is
€24
The average donation
from Twitter is €28
Getting started on social media
What channels should you be on?
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
q ‘About’ section q Cover photo 851 x 315 q Profile photo 400 x 400
q Content plan
Facebook page checklist
q ‘About’ section q Cover photo 1500x500 q Profile photo 400x400
q Content plan
Twitter profile checklist
§ Find those who use hashtags related to your cause
§ Use tools like Followerwonk to find potential influencers
Identify people interested in your cause
Creating a content strategy
Get to know your audience
Who are your fans and followers? Where are they from? How old are they? Are the majority men or women? Look at your - § Facebook insights § Twitter analytics
Look at what’s worked before
What has performed well? Where are you engagement spikes? Let this inform the different types of content you post
Different types of content
Different types of content
Stories
Inspirational stories is perfect social content. As a charity, you have lots of great stories to tell.
Tell people about your: § Amazing fundraisers § Beneficiaries § Volunteers § Service provider
Asks
§ A strong, emotive message is crucial – show people the impact of their support
“By running the Dublin marathon, you’ll be pioneering life-saving research that will save more lives like Sue’s.”
§ Have clear CTAs with minimal steps & THINK MOBILE
§ Be timely and relevant Attribute your asks to current events, campaigns
or awareness days
Send people to an appeal page, an online petition or registration form
Information
§ Use engaging content such as imagery and videos to tell people about important information
Thank you
§ Thanking your supporters on social media is a great way to publicly acknowledge the difference they’ve made
§ Focus on impact and tell real-
life stories
Some practical content tips
Post images § Always post with an image. § Keep an eye on recommended sizes.
Currently we post – Facebook 940 x 788 Twitter – 1024 x 512
§ Add text to your images to give
context
§ THINK MOBILE
Keep text short § THINK MOBILE – you don’t want a ‘continue
reading’ button in your posts
§ Aim for 140 -160 characters - Posts have up to 60% more engagement if they are under 160 characters*
§ Tweets with 90 – 100 characters get more retweets
(Remember, images take up 23 characters) *Source: SocialStack
Use CTAs (calls to action) § Be clear about what you want people to do - don’t
confuse with multiple CTAs § When you want people to engage, use social actions
– like, comment, share, retweet § For offsite actions, be clear what you want people to
do – register for the event, sign our petition, donate to our appeal – THINK MOBILE
When you’re not creating awesome content…
§ Connect with your
supporters
§ Respond to comments and mentions
§ When you see
someone supporting your charity, say thank you
Make your community feel loved
Pay attention to trends § Keep an eye on what people
are talking about – and not just conversations related
to your cause. § Be ready to react. Content doesn’t need to be 100% polished to join the conversation.
Useful free tools available
Creating content
§ Your smartphone
§ Photo edit tools like GIMP
§ Vine
Moderating your channels
§ Hootsuite
§ Tweetdeck
§ Radian 6
§ Sprout Social
§ Self-moderation
What’s worked for us
We celebrate the amazing things
people do for the causes they care
about
Someone inspiring
Doing an awesome challenge
With an amazing back story
Timely and relevant
Encourage sharing
Importance of sharing
People are inspired by their friends. Your supporters sharing is absolutely key Every time someone takes an actions, encourage them (and make it easy!) to share THINK MOBILE – Double the amount of mobile donors share their donation Compared to desktop
That’s why we’ve made sharing part of the JG process
3 million people have inspired their friends by…
Sharing a donation
Sharing a friend’s page
Sharing an update
Key things
Social media is about
conversations and building relationships
Great content is
key
THINK MOBILE
You + JG = BFFs
We want to share your stories
We want to promote your amazing fundraisers and hard working service providers. We’re looking for… § Inspiring people, doing awesome challenges,
with great back stories
or
§ Someone who does outstanding work for your charity
So email us: [email protected]
Thank you!
