Post on 20-Jan-2015
description
Introduction toSocial Media
Quick stats for Australia
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
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