brilliant comms on a - directory of social change€¦ · how to improve their social media...

Brilliant

Comms

on a

budget

#charitywritecomms

Creative Communications

Enabling charities to create high impact

communications with minimal resources.

Dawn has trained over 300 charities on

how to improve their social media

management.

Training session - outline

Welcome and introduction

1 – Define topics & tone

2 – Study your audience

3 – Social media & email

Break

4 – Master storytelling

5 – Review and refine

Q&A

Close

#charitywritecomms

What are

your goals?

Jot down 3 things

you want to get from

the session today

Name your

fave brand

and why?

• Printed

• Telephone

• SMS

• TV ads

• Print media

• Billboards

• Telephone

• SMS

• Newsletter

• Letters

• Meetings

• Noticeboard

• Intranet

• Instant messaging

• Email

• Social media

• Website

• Email

• Video

• Ads/listings

Online external

Online internal

Offline external

Offline Internal

Channels

"Good ideas are

free - or at least

they should be." - Matthew

McConaughey

#charitywritecomms

How do

you get

inspiration?

=

Feed Your Brain To Get New Ideas

#charitywritecomms

My top 5

thrifty

comms tips

#charitywritecomms

Define topics and tone

What do you do?

Where do you do it?

Who do you help?

Popular topics related to your work

Creating your own topic map

Work in small

groups to

create mind

maps

8 minutes

How could we use the topics?

Campaigns Hashtags Blogs Email

Word cloud

#charitywritecomms

Tone of voice It’s not what you say—

it’s how you say it!

Tone of voice #charitywritecomms

If your charity was a person

how would you describe

their communication style?

Assertive?

Friendly?

Authoritarian?

Why does it matter?

• It sets you apart

• It builds trust

• It’s an expression of the people behind the brand

#charitywritecomms

Even the colours

you choose send

a message

Study your audience

Be

constantly

curious

What

motivates

them? What do

they need?

#charitywritecomms

Why should

they care?

#charitywritecomms

@gapingvoid

Hugh MacLeod, Cartoonist

#charitywritecomms

#charitywritecomms

#charitywritecomms

Your audience

Draw a portrait of your key target groups

You have 5 minutes

• Who are they?

• What kind of job do they have?

• What activities/interests?

• What problem/s do you help them solve?

What is social media? Websites and applications that enable users to create and share content or to

participate in social networking.

Platforms Tw

itte

r • Text limit

• Hashtags

• Lists

• Trends

• Tagging

• TV show live

• Good for B2B

• Fast paced

Facebook

• Photo albums

• Videos

• Tagging

• Scheduling

• Personal space

• Posting 1 or 2 times a day

• Analytics

Inst

agra

m

• Square photos

• Filters

• Short videos

• Stories

• Hashtags

• Tagging

• Boomerang

• Analytics

Brainstorm – what are the differences between them?

Social Listening “I remind myself every morning:

Nothing I say this day will teach me anything. So if I'm going to learn, I must do it by listening.”

- Larry King

Why Is Social Listening Important?

Researching

Understanding Audiences

Discovering mentions (when users do not use your correct handle or hashtags)

Seeing what and what not to do

Read more about social listening: http://sproutsocial.com/insights/social-listening/

On average Twitter has more

than 500 million Tweets going

out per day.

A whopping 30% of Tweets

mentioning your company don’t

include your Twitter handle.

In fact, only 9% of Tweets are

actually directed at your brand.

This means more conversations

are happening about you

than with you. Read more on

Sprout Social

Talking about you, not

with you

Listening

Look to successful peers

/ similar organisations

Search relevant / local /

popular hashtags

Weekly search for mentions

of your organisation with variations of the organisation’s name

Join tweet ups and live

feeds

Content

curation

#CharityHour

on Wednesdays

at 8-9PM

#CharityTuesday

Showing

gratitude to

supporters

Lots of

conversations

with followers

Encourage discussion

• Ask questions, run polls

Run competitions

• Winners with most likes/comments

Ask people to share

• Request RT or shares

Create useful content

• Helpful content is shareable

Weekday hashtags:

#Mondayblues or

#Mondaymotivation

#charityTuesday or #CT

or #GivingTuesday or

#TransformationTuesday

#WisdomWednesday or

#Humpday

#ThrowbackThursday or #TBT

#FeelgoodFriday /

#FollowFriday or #FF

#SaturdayShenanigans or

#Caturday

#SundayFunday or #SelfieSunday

www.digitaltrends.com/social-media/instagram-through-the-week-with-these-popular-hashtag-games/

Engagement Increasing engagement:

• Surprising

• Funny

• Ask questions

• Behind the scenes content

• User generated content

• Competitions

How to tap into new audiences:

• Popular hashtags

• TV features

• Build relationships with influencers

• Ask your audience to share with

their networks

Takeover You could also consider a takeover day where you have a guest to run your

social which could be an expert or beneficiary

Read about the very

successful Smear for

Smear campaign

by Kirsty Marrins for the

Guardian and Third

Sector Magazine.

Content Curation Example Steps: 1. Saw this illustration via

@actionhappiness tweet

2. Noticed that point 4 could

be linked to our charity

work

3. Saved the image (right click

4. Created a Tweet and FB post

with our own spin, added

one of our images too and

credited the source

View the tweet: twitter.com/petitmiracles/status/709863538324611072

This post was our most popular this year, partly

due to the link to the popular topic (happiness)

Curation Works

• Photos get a 35% boost in RTs

• Videos get a 28% boost

• Quotes get a 19% boost in RTs

• Including a number receives a

17% bump in RTs

• Hashtags receive a 16% boost

Engagement

by Post Type Research by Twitter Media Blog

Using Questions To Increase Engagement

Question Poll? Images

Write a tweet of up to 100 characters (which has been found to be the optimal length)

You have 5 minutes

#charitywritecomms

A few ideas to get you started:

Invite people to a

community event

Raise awareness of

an important issue

and ask people to

sign a petition

Ask people to donate

or fundraise for you

Ask people to sign up

to get ideas and

information about

getting healthier

Ask people to share

their story

Ask people to apply

for your volunteering

opportunities or job

roles

Great Use Of

Questions To

Invite

Interaction

#charitywritecomms

Increasing engagement - Choose your bait

New

experiences

Meet new

people

Feel part of

something

Make a

difference

Share skills

Learn

something

#charitywritecomms

Email Marketing

1. Be personal and friendly

2. Keep it simple – 3 key messages

3. Intriguing subject lines

4. Beautiful imagery

5. 80/20 rule – 80% useful content 20% promo

6. Constantly improve (use analytics)

Break

#charitywritecomms

“You may tell a tale that takes up

residence in someone's soul,

becomes their blood and self and

purpose. That tale will move them

and drive them and who knows that

they might do because of it,

because of your words. That is your

role, your gift.”

- Erin Morgenstern

WHY STORYTELLING?

http://blog.actionsprout.com/dramatically-improve-nonprofit-storytelling-

skills/

The greatest stories never told!

http://www.abccopywriting.com/2013/12/10/what-really-makes-a-good-story

“The story is one of the basic

tools invented by the mind of

man(kind) for the purposes of

gaining understanding.

There have been great societies

that did not use the wheel, but

there have been no great

societies that did not tell

stories.”

-Collison, 1999

http://www.ollieheath.com/story-telling/

http://research.northumbria.ac.uk/support/2012/10/23/telling-a-good-story-impact-case-studies-as-narrative-arc/

The narrative arc

Humans of New York

“After I was born, I was the subject of a

45-minute dissertation at Columbia

University. Almost all of my organs were

born externally, and had to be sewn into

my body. I don’t have a belly button--

only a scar where my feeding tube used

to be. My mother even tells me that she

wasn’t sure if I’d ever be able to stand,

eat, or drink. But now I can rollerblade. I

can do a handstand on my crutches. I’ve

got a core group of friends, a girlfriend,

a college degree, and I’m helping to

manage a radio station at the age of 23.”

http://www.humansofnewyork.com/post/113888262551/after-i-was-born-i-was-the-subject-of-a

Tackling Stories

First Person And Overcoming Adversity Third Person And Sharing Real

Situations

People Love To

Go Behind The

Scenes

#charitywritecomms

This Girl Can

https://twitter.com/thisgirlcanuk/status/568515395608395776

Turning

Stereotypes

On Their

Head

#charitywritecomms

Video Is The Future

Social video statistics Facebook now sees 8 billion average daily video

views from 500 million users

Snapchat users watch 6 billion videos every day

US adults spend an average of 1 hour, 16 minutes

each day watching video on digital devices

78% of people watch online videos every week,

55% watch every day

Youtube statistics

300 hours of video are uploaded to Youtube every minute

There are 3.25 billion hours of video watched each month

More than half of YouTube views come from mobile devices

The average mobile viewing session lasts more than 40

minutes

On average, there are 1,000,000,000 mobile video views per

day

#charitywritecomms

Dementia UK Case Study Film

https://www.dementiauk.org/kelly-and-ians-story/

Admiral Nurses

by Magneto Films

#charitywritecomms

“

”

If you aren't using your

video 10 different ways...

Don't waste your time SAYS @JUDEHABIB OF SOUNDDELIVERY

• We should repurpose our content and share it in many different ways

• Do you have an impact report? Could you pull content out to share online?

Quoting Emotive

Video Content

How could we use storytelling?

• Pre or post event interviews

• Using statistics like the ones in the LYG infographic

• Ask participants why they love to volunteer

• Share failures and successes

• Share tips and advice

• Gather quotes and testimonials

• Use short video on Instagram (3 to 15 seconds long)

#charitywritecomms

How can we

bring our

stories to

life?

• Use humour

• Comic strip

• Images

• Video / Audio

• Show impact

• Use quotes

#charitywritecomms

Share a story

Share a real story that was

memorable or touched you in

some way

#charitywritecomms

Photo editing tools Free to install on your phone

Photo editing tools

Desktop apps Picasa – edit photos, add text and create collages

Canva / Picmonkey – in browser edit and resize photos, has layers

Pixlr – add text, edit images and add lots of effects

Mobile apps Over

PicsArt

No crop

Picgrid

Review and Refine

Analytics

Review what works

• Take risks, these

will show up on

your analytics

• Highlight what

works and record

patterns

• Set a regular time

in your calendar to

review your stats

Setting goals &

planning campaigns

Reach beneficiaries

Raise awareness

Campaign

Recruit volunteers

Fundraise #charitywritecomms

facebook.com/groups/thirdsectorcomms/

charityconnect.co.uk/

morellomarketing.com/charitymeetup

Barcampnfp

NFPtweetup

Peer Support

Final thought “I've learned that people will forget

what you said, people will forget what

you did, but people will never forget

how you made them feel.”

- Maya Angelou

#charitywritecomms

Download the slides http://bit.ly/commsmorello