ensuring charities use an integrated social media strategy

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Integrated social media strategy for charities and the third sector.

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Page 1: Ensuring Charities use an integrated social media strategy

w: JonnyRoss.com e:[email protected] tw: @jrconsultancy LinkedIn: /jonnyross

Creating an integrated Social Media Strategy

live tweeting #IoFYorksConf

@jrconsultancyw: JonnyRoss.com e:[email protected] tw: @jrconsultancy LinkedIn: /jonnyross

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Current social media usage?

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Introductions

Jonny Ross• Former optician• Ran chain of opticians and ecommerce site• Website, SEO, ecommerce

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Strategy/Aims/Objectives

• Do you simply want to raise awareness?• What is the key message that you want to

send to your followers/potential followers?• Are you looking to fundraise or gather

supporters?• Do you want to inform followers about the

work you, as a charity, carry out and who it benefits?

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Can we define some goals?Go back to your mission

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Can we define your target audience?•Stakeholders / Trustees•Donors•Fundraisers•Ambassadors•Volunteers•Businesses

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Understanding your audience• Who are you aiming your online campaigns at? • What do they read? • Which websites do they visit most frequently?• Who are they?• What age are they?• What are their hobbies?• Where do they spend their time?• Who do they identify with?• What is the best way to reach them?

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What is Google Plus

• Social Network• Conversation• Content Sharing• Business Directory• Power tool for SEO

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Features of Google Plus

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Google Authorship

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Harlem Shake

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How to Shock a Celebrity

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Email Marketing

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Vine

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Diabetes UK Vine

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Dogs Trust Vine

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What are your key messages?

What content do you have inside your charity?

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Why I use LinkedIn

• Business development and opportunity generation.

• Because it’s where the people are.

• Convenient tool to make and manage connections.

• Handy way for me to stay in touch with my network

• Increases my knowledge.

• Improves my search engine optimisation.

• Oh I get 30% of my business from it!!

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Optimising your profile

• Make sure your public profile setting is set to full view.

• Include everything you do in your profile – plus your past companies, your education, and activities.

• Give your profile a custom URL (your name).

- From this: http://www.linkedin.com/profile/view?id=34305911

- To this: http://uk.linkedin.com/in/jonnyross

• Include the link to your profile in your e-mail signature.

• Link to your website and blog for enhanced SEO.

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Optimising your profile

• Link to your websites for enhanced SEO.

• Three quality backlinks.

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What LinkedIn describes as your ‘Network’

Connections of the Connections of your Connections

Your Connections

Connections of your Connections }

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In this room, who has ...

• A contact at York City Council?

• Contacts at PwC?

• Retailer in Australia?

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Winning on LinkedIn

• Joined groups• Got involved • Networked• 30% of my

business now comes from this group

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To win …

• 100% complete LinkedIn profile• Keywords to be found in searches• Build relationships• Use LinkedIn to support targeted goals• Be yourself as you would offline• Be useful pass on information, help people• Become a trusted contributor in groups

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Search Engine Optimisation

• Create great content• Ensure this content is accessible to search

engines.• Make pages unique and relevant• Make the content popular

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On Site

• Keywords• Content• Technical Aspect• Usability

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Off site

• Relevancy• Links• Reviews• Reputation

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Time to think of keywords…

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Can we define a few little goals on a few platforms?

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How to create an editorial calendar. It sounds complex…but it isn’t!

• People think it needs to be fancy and detailed.

• Two advantages; planning and accountability.

• There are lots of ways to create an editorial calendar, but let’s keep it simple.

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Step 1: Make a list of key dates for the year

• Product launches• Events / trade

shows• Marketing

campaigns• Promotions• Holidays• Sporting events• Key milestones

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Step 2: Add these to your Roadmap

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Step 3: A comprehensive list of all your fundraising events/campaigns.

• Do any of these fit in nicely with your roadmap so far?

• Split them evenly throughout the year.

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Step 4: Open a Google Spreadsheet

• Sole Trader or maybe 4 staff..? • Use Google so it’s easy to share and update• Everyone with permission can have access• It’s a live spreadsheet

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Time to think of Blog Titles•Use a number (7 Secrets to success)•Teach me (How To Do..)•Ask a question (Are you king of twitter?)•Talk to me (use you and your)•Just say no (Don’t buy this)•Use celebs/brands and popular trends (Pizza Express is the winner – Email Marketing)•Be controversial •Make an unusual association (How Lemons help your HR)

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Turning blogs into social media content

• Use your blogs to:– Pull out ‘how to’ and ‘top tips’ lists – Create infographics – Add photos and videos

• Share this content through your social media channels, and you will drive traffic back to your e-commerce website.

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And I can help you…

• Research your keywords• Create and help write a blogs• Train teams or individuals on

LinkedIn/Twitter/Facebook/Google Plus• Use LinkedIn for targeting …. And of course, SEO/websites!

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Challenge me?

Does anyone want to challenge me, does anyone think this is all a load of nonsense?

It’s time to ask questions!

•For Tips, Tricks and more free advice Subscribe to my blog at JonnyRoss.com

•Carry on the conversation with me on twitter @jrconsultancy