Practical Tips for Digital Implementation in Small Not-for-Profits

PRESENTED BY ADAM BISHOP

IT’S NOT ALL ABOUT ME… BUT THIS BIT IS!

• 30 years of age (just!)

• Executive Director of Athletics SA since 2008

• Masters in Sports Administration (USA)

• Bachelor of Education (Physical Education and English)

• Distance runner

• Avid user of Social Media and passionate about technology

IT’S NOT ALL ABOUT ME… BUT THIS BIT IS!

• Not a social or digital media expert!

• First joined Facebook in 2005

• Currently utilise a range of digital platforms for business and personal use including

Facebook, Twitter, YouTube, Four Square, LinkedIn, WordPress, Google Analytics, Mail Chimp, Google Alerts, online membership management software, and so on…

AIM OF THIS SESSION

Demonstrate, through real world examples, how you can successfully utilise digital and social media in small organisations where

resources are an ongoing challenge

THE INTERNET

A Deloitte study for search engine Google found…

• More than one third of small businesses don’t use the internet

• Only 16% of businesses are highly engaged with the internet, while 35% of businesses are not

engaged with the internet at all

Source: In Daily 16th April 2013

WHERE DO I START?

With a website!

• 38% of Australian SMEs don’t have a website

• 72% of SMEs with websites reported that having a website had improved the

effectiveness of their business

Source: innovation.gov.au

athleticssa.com.au

athleticssa.com.au

athleticssa.com.au

• Simple and easy to use

• Launched in April 2011

• Built on WordPress

– Over 65 million users world wide

– Used by some of the world’s best known brands including Sony, CNN, New York Times, UPS, GM, and ebay

WordPress

• Is an open source platform

• Allows developers the world over to create solutions that “plug in” to the core CMS

• Plugins available for almost anything you want to do!

• And best of all…

IT’S FREE!

If it’s Good Enough for him…

Website Tips

• Explore the use of open source platforms such as WordPress, Joomla, Drupal

• Opt for a platform that allows you to easily update and add content

• Seek out a team of people (can be volunteers) who can regularly add new content

• Seek expertise within your organisation to assist in the technical areas

• Make sure your website works on mobile!

WHY SOCIAL MEDIA?

Social Media Video 2013 by Erik Qualman http://youtu.be/QUCfFcchw1w

Facebook, Twitter, You Tube Oh My!

Social Media

• There are a plethora of social media platforms now in existence

• No single person or organisation can be on all of them

• Each is different and engages people in different ways

Social Media to the Rescue!

← please excuse the grammatical error!

Social Media

• The challenge for businesses, including NFPs is to know what platforms your “customers” and potential “customers” are using and…

• … which platforms you should invest in to provide the greatest level of engagement with your brand

Case Study Athletics SA Facebook Page

Excellent match for Athletics SA because…

• 58% of our members are under the age of 20

• Diverse sport so there’s a wide variety of rich content readily available

• Photos are easy to capture and upload

• Integrates well with other communication channels

Source: Huffington Post

Athletics SA Facebook Page

• Athletics SA has 750 members

• Yet has 2525 Facebook fans (as at 9th May 2013)

Athletics SA Facebook Page

Photos on our page, on average, receive twice as many impressions as other posts!

Facebook Page Analytics

Facebook Page Analytics Powerful, easy to understand, in-built analytics that allow

you to see who is engaging with your brand and what content they most like to engage with

Facebook Advertising

• Simple and easy way to reach potential customers

• Pay per click or pay

per 1000 impressions

• Target ads (age, location

interests)

• Boost page posts

Facebook Tips

• Use analytics to discover what posts are most popular and post more of that content

• This will also help boost visibility (Edgerank)

• Keep posts short

• Post only once or twice per day, but post regularly

• Post links, with a “teaser” summary, to news items on your website to boost website traffic

• Have multiple people managing the page

• If you have limited resources, look to utilise a pool of volunteers

CASE STUDY - ATHS VIC TV

CASE STUDY - ATHS VIC TV

• Joined YouTube on 18th August 2007

• Channel has 901 subscribers

• 1,093,022 views (as at 6th May)

In contrast, Athletics Australia…

• 245 subscribers

• 39,608 views

GOALS FOR ATHS VIC TV

• Promotion of the sport

• Coaching resource

• Benefit to members

• Advertising opportunities

ATHS VIC TV – HOW?

• AV provide equipment (cameras, microphones, software, computers)

• Film all events and interview participants, coaches, and administrators

• Edit raw footage and overlay graphics and commentary

• Promote through website and other communications channels

• Run by volunteers

• Low cost to operate

• High level of engagement

WHAT’S NEXT FOR ATHS VIC TV?

• Progressed to Live Streaming of events

• Plan to educate other athletics bodies

• Create a national network of content

• Produce low cost athletics programs suitable to run on community television channels

TIPS FROM ATHS VIC TV

• Good sound quality is vital

• Essential to have a good quality camera lens

• Get Adobe Creative Suite through Connecting Up

• Post production will generally take around 30 minutes to an hour for each minute of footage

• Name athletes being interviewed on screen

• Results screen makes a big difference to the video

Social Media Tips

• Social media is free!

• Social media’s not free!

– Time and energy

– Design and set up

• Impossible to be on every platform so do your research and work out what’s right for your organisation

Social Media Tips

• Social media needs to be a two-way conversation

• See negative comments as an opportunity

Social Media Tips

• Integrate and Syndicate – Set up automatic syndication to a range of social

media platforms (e.g. FB to Twitter) – Integrate social media into your website (i-frames)

• Schedule posts • Use social media to drive customers to your

website • Seek out volunteers in your organisation • Use tools to simplify the management of multiple accounts (Hootsuite)

Social Media Tips

• Post engaging content (ask questions, post photos and video)

• Experiment with advertising and competitions

• Follow social media experts and sites online (they’ll give you really useful tips and information for free!)

• Explore and learn

• Embrace the digital world

QUESTIONS

CONTACT

ADAM BISHOP adam.bishop@athleticssa.com.au

LinkedIn – Search Adam Bishop @AdaBish

ATHLETICS SA

athleticssa.com.au facebook.com/AthleticsSA

twitter.com/AthleticsSA youtube.com/AthleticsSA