Introduction toSocial Media

Quick stats for Australia

Facebook

LinkedIn

Twitter

Instagram

11400000

2700000

2200000

1000000

http://digiocial.com/2013/05/state-of-australian-social-media-2013-infographic/

How people are using social

Social media is about people connecting with

people and things they care about

Start with a planA quick introduction to strategic communications

What can we do with social media?• Online fundraising• Community

engagement• Raise awareness• Outreach• Engage new

demographics• Advocacy• Increase registrations• Increase membership

• Listening to your audience

• Impact policy• Contact influencers

directly• Gathering data for

decision making• Customer service• Just listen

What are DOME’s communication goals?

Key AudiencesWho are you

trying to reach?

GoalsWhat are

you trying to achieve?

ObjectivesHow are you

going to achieve it?

StrategiesWhat steps need to be

taken?

TacticsWhat tools

do you need to get the job done?

What are DOME’scommunication goals?

Goal

Objective 1

Strategy 1

Tactic 1

Tactic 2

Strategy 2

Tactic 2

Tactic 2

Objective 2

Strategy 1

Tactic 1

Strategy 2

Tactic 1

Goal

Objectives

Strategies

Tactics

Make your objectives measurable

– Audience growth

– Reach– ‘Engagement

’– Virality– Registrations– Newsletter

sign-ups– Downloads– Donations– Share of

voice

– Website traffic

– Keywords– Search traffic– Demographic

s– Timing– Open rates– Click rates

• We can measure a LOT online

• A/B Split testing can help to refine strategies

• How can social media feed other parts of your online presence?

Digital strategy

Blog post

Social media

Email

Media release

News-letter

Social media may play a role in a broader digital strategy E.g.• Publishing channel• Conversation channel• Feedback channel• User generated content

channel

Showcasing workWomen’s & Children’s Hospital Foundation (Facebook)http://www.facebook.com/WCHospFoundation• 2,584 likes• Promotion of events• Community stories from

people who have been helped and volunteers

Showcasing workThe Cake Angels (Facebook)https://www.facebook.com/pages/The-Cake-Angels/183111885109018• 2,960 likes• New NFP started from a

community of cake makers talking on Facebook

• Highlight work of volunteers

Community supportLost Dogs of Adelaide (Facebook)http://www.facebook.com/adelaidedogs• 18,713 likes• User-generated content• Community shares pets

they’ve found/sighted/lost• Number of success stories

Community supportTrans-help Foundation (Facebook)https://www.facebook.com/TransHelpAU• 2,543 likes• Support for transport

workers• Reports news• Crowdsourcing help • Maintenance support

Guide conversationsStartSomeGood and Change.org• Rally people behind a cause• Multiple platforms

• Petitions• Crowdfunding• Fundraising• Advocacy

Value-add contentBunnings Warehouse (YouTube)• Not officially on Facebook

(although some stores are there)

• Produce value-add content, educational material

Value-add contentACNC LinkedIn Group • Discussion group for

individuals• Resource sharing• Moderated

Example: Getting attention

Goal:Raise

awareness of DOME with local

govt

Objective: Engage with

politician publically online

Strategy: Retweet and

mention them once a week

Tactic:Twitter list of government organisations

Example: Value-add services

Goal:Diversify DOME’s

educational opportunities

Objective: Create monthly video tutorials for our website

Strategy:Use social media to promote tutorials

Tactic:Obtain video

recording tech

Advertising on Facebook• Audience segmentation is the real

value– CPM = cost per 1,000 impressions– CPC = cost per click

• Other options: Google Grants