nscss non-profit digital communication masterclass workshop

SOCIAL MEDIA & DIGITAL COMMUNICATION

“ Developing your Digital Communications Strategy ”

Prepared with care for North Shore Community Social Services (NSCSS)

MasterClass | 5 November 2013

Eddy Dever & Jade Tang

http://curative.co.nz

Who’s in the room?

Eddy DeverImplementer, Pathfinder, Doer.

Jade TangDesigner, Dreamer, Doer.

Prepared with care for NSCSS MasterClass Workshop | 3 December 2013 Eddy Dever & Jade Tang

Workshop overview - PtI “ How to reach the world without costing the earth ”

• What is Social Media? • Social Media Principles• Social Media Revolution• Where does your organisation sit? • Choose the right platform and design a strategy to fit• Provide engaging content: creative social media wins!• Learn how to utilise your customers to develop content• Make the most of online tools to overcome time and maintenance • [ WORKSHOP EXERCISE ]• [ WORKSHOP FEEDBACK ]• In Summary• Q&A


Workshop overview - PtII “ Developing Your Digital Communications Strategy ”

• Social Media Revolution• Exercise: How can we help?• [ MORNING TEA ]• Planning/Development of your Digital Communication Strategy• [ LUNCH ]• Key Tools for executing your Digital Communication Strategy• Tutotrial: Specific Questions, Issues & Digital Problems• Exercise: Action Points/Next Steps for your Digital Communication Strategy• [ WORKSHOP FEEDBACK ]• In Summary• Q&A + Thank you


Social Media Principles The five core principles:

1. FIND THE RIGHT PEOPLE Build a small enthusiastic team around it

2. LISTEN FIRST No one likes the annoying guy from work that talks about himself all day long; don’t be that guy.

3. ENGAGE EARLY & OFTEN It’s the bread and butter of any successful social media effort.

4. MEASURE EVERYTHING Use data collected to make better strategic decisions - Kanter

5. LEARN & ADJUST Dialogue changes everything. You must be willing to learn and adjust your tactics based on your community.


Where do you sit? Maturity of Social Media practice in your organisation:

BETH KANTER’S FRAMEWORK:

> Where is your organisation now?> What does that look like?> What do you need to get to the next level?


This video is an updated video with 2013 stats

Music: Fat Boy Slim’s “Right Here, Right Now”

http://socialnomics.net/

Social Media Revolution Is Social Media a fad?


http://www.youtube.com/watch?v=QUCfFcchw1w&feature=youtu.be

How can we help? You might want to consider:

• What social media tools are you currently using in your organisation?

• What tools do you think you should be using, but aren’t currently?

• What kinds of content do you post to social media at present?

• What kinds of content might you want advice on?

• Are there tools which you hope to get specific help with today?


‘ Morning Tea ’

[ ENJOY ]


Digital Communication Strategy The What, Why, Who, When, Where & How

• The What, Why, Who, When, Where & How of communicating with your community online.

• Starts with you fully understanding your organisation’s objectives, and how digital tools can help with those objectives.


Digital Communication Strategy What is it?

• A digital communication strategy is a plan to accomplish something with the benefit of digital tools.

• Digital Tools can range from: - Website - Social Media - SEO/SEM - e-Newsletters/eDMs - Mobile Web - iPhone Apps, etc


Digital Communication Strategy Why do I need a one?

• With so many online communications channels available, it’s increasingly important to have a road map.

• Strategising about which online tools will best address your organisation’s needs will mean a higher likelihood of success.

• A good Digital Communication Strategy (DCS) will help you understand where your audience is, and how they are communicating currently online.

• It’s important that a DCS is integrated into your broader communications plan.

• Rather than creating an extra stream of work, it should compliment and extend on current comms.

• Make sure that you are realistic about what you will be able to achieve with current team, people and resources.


Digital Communication Strategy How do I develop one?

• Non-Profit Leaders who embrace the digital world will need to look at a number of different areas to make the right decisions.

• To make the right strategic decisions we need to ask ourselves some very specific questions:


Digital Communication Strategy Ask yourself:

1. What are the strategic objectives of our organisation? What is our cause? What are we working to achieve?

2. Who is our primary target audience/key stakeholders? Who do we need to involve to achieve our goals?

3. What is our organisation’s point of difference? What makes our organisation unique?

4. What is the current operations model for our organisation?


Digital Communication Strategy Ask yourself:

5. What capacity do you have for implementing digital communication? Who will be responsible, how much time is allocated, and how will it integrate into their role?

6. What is the timeframe you have to achieve the above objectives?

7. What is the budget/investment the organisation will need to make in order to deliver your digital communication strategy?

8. What is the purpose of your digital presence?


‘ Ask Yourself ’

[ EXCERCISE ]


‘ Feedback & Questions ’

[ DISCUSSION ]


After Lunch...

• Tools for getting the best out of your Digital Communication Strategy

• Making it specific to your organisation

• Creating a way forward.


‘ Lunch ’

[ ENJOY ]


The Tools: Top 3 online tools for non-profits


Facebook


http://www.youtube.com/watch?v=dhtRPiNYs3E

Facebook Key Features:

• Social networking

• Share photos & video

• Hosting groups

• Events

• Organisation pages

• Online chat


Facebook 5 Reasons for using Facebook:

• Connections made easy

• Update in real time

• Like & Share

• Boost your post

• Page insights


Twitter


http://www.youtube.com/watch?v=15u2G-L07x8&feature=youtu.be

Twitter Key Features:• Social networking

• Microblogging service

5 Reasons for using Twitter:• Get the story at a glance

• Watch & Learn

• Connect to the World

• Discover

• Quick Answers


Mailchimp


http://mailchimp.com/resources/guides/mailchimp-for-nonprofits/

Mailchimp Key Features:• Send mail to an entire database

• Makes it easy to reach large group at once

5 Reasons for using Mailchimp:• Approved bulk mailer

• Customisable

• It’s a law abiding citizen

• Compatible with almost every device

• Know if people are reading your emails


Examples:


https://www.facebook.com/thetindallfoundation

https://twitter.com/depaulhouse

http://us1.campaign-archive1.com/?u=1181ec98562fb6a32316279b3&id=6570d548b3#mctoc5

The Tutorial: Any other digital tool recommendations?


Time to take action!Thinking about the objectives of your organisation which you identified before lunch, and the new tools and ideas you’ve heard throughout this workshop, we’d like you to identify at least 3 key action points that might be included in your digital communications strategy.

• Make sure they are realistic and achievable, keeping in mind your resources and available personale.

• Make sure these action points directly relate to achieving one or more of your organisational goals.


‘ My 3 Digital Goals ’

[ EXCERCISE ]


‘ Feedback & Questions ’

[ DISCUSSION ]


In Summary “ Developing Your Digital Communications Strategy ”

Having a digital communications plan is really important for the success of your organisation. Be sure to think about:

• Who are the people you want to talk to, where are they online?

• What is it you want to tell them? What is your brand and your narrative?

• What tools are most appropriate for communicating that message to those people?

• Once you’ve communicated measure and refine your methods so that you’re fully engage.


Thank you Any questions?

Prepared with care by [email protected]

[email protected]

@Curative_NZ

http://curative.co.nz