SUSTRANS: COMMS & CAMPAIGNS THROUGH SOCIAL MEDIA (PART I)

SUSTRANS SOCIAL MEDIA AWAY DAY YEO VALLEY FARM CENTRE, 14 March 2012

Photo: Nojhan

JEMIMA GIBBONSSOCIAL MEDIA STRATEGISTALL ABOUT BRANDS

AGENDA part I

1. What can ‘social’ do for Sustrans?2. Six reasons why the Social Internet is the new Gutenberg Press3. Top line case studies and activist role models4. Getting started: your 6 point social media strategy5. LUNCH!!

AGENDA part II

1. Twitter tools: RSS, Bitly, Paper.li, Foursquare, Tweepi2. The 3Cs: Community, Content and Competition 3. Content strategy: YouTube, Facebook, Instagram, Flickr & blogs4. Your reputation capital: Alerts, Analytics and InMaps5. #FAIL! How not to be a social media disaster zone

1. WHAT CAN ‘SOCIAL’ DO FOR SUSTRANS?

Research

Projects

Volunteer network

Management

HR

Sales Marketing

Fundraising

IT Procurement

Development

Campaigning

Photo: Simon Blackley

EXERCISE 1: Write down your top 5 issues - comms and work in general

SUSTRANS: KEY ISSUES

1. Legacy/ lack of digital understanding 2. No cohesive, organisation-wide social media strategy3. Scattergun approach, eg: lack of engagement with blogs/ Twitter4. Competing for funds with new, more nimble orgs5. Reluctance to act until digital review is complete

THE SOLUTION?

Sustrans needs Digital Superheroes: blazing a trail and embracing social media -

setting an example for others to follow...

Photo: Matt Stratton

..YOU!Photo: Matt Stratton

A WORD ABOUT BRANDING...

2. SIX REASONS WHY THE SOCIAL INTERNET IS THE NEW GUTENBERG PRESS

1.COLLABORATION

Photo: Takver

2. LISTENING

3.LEARNING

4.PASSION

5.SHARING

6.OPENNESS

3. TOP LINE CASE STUDIES AND ACTIVIST ROLE MODELS

Photo: Twaize

Photo: Twaize

#UKuncut

#OccupyLSX

#Workfair

4. YOUR SIX POINT SOCIAL MEDIA STRATEGY (USING TWITTER)

ANSWER THESE QUESTIONS

1. WHY DO YOU WANT TO USE SOCIAL MEDIA?2. HOW WILL YOU MEASURE SUCCESS?3. WHO DO YOU WANT TO CONNECT WITH?4. WHAT ARE YOU PASSIONATE ABOUT?5. WHERE DO YOU WANT TO MAKE AN IMPACT?6. WHEN WILL YOU DO IT?

BUILDING A TWITTER PROFILE

1. Think about what you want to get out of Twitter and the audience you want to reach.2. Fill out a descriptive bio so when you appear in people's timelines, you look relevant and

interesting, and they are intrigued enough to follow you back.3. Use the “Block” option for trolls, bots and anyone who spams you.4. To get started, follow back pretty much everyone who follows you; a lot of people follow

just to get a follow back and if you don't they unfollow.5. If you want to keep your “Following” number down, use lists instead of follows.6. Use free tools eg. tweepi, justunfollow, untweeps to keep your account relevant.

WHAT DO I TWEET ABOUT?

1. Reply to all mentions, even if it’s just a thank you.2. Decide two or three areas that you’d like to be influential in; stick to those to start.3. Share links to videos/ articles that you think your audience is interested in. 4. Try to share 2 or 3 items every day; add your own insightful comment.5. Retweet people who are influential in the areas you have chosen.6. Take photos with your phone and add them to tweets.7. Use hashtags when relevant; create hashtags for your own events and campaigns.8. Develop your own style and personality; follow mentors for ideas; be natural, friendly

and conversational - never use hard sell tactics.9. Use a tool like bitly to shorten urls and track responses.10. Use Hootsuite or Tweetdeck to schedule tweets and manage multiple accounts.

EXERCISE 2: Write your 6 point Twitter strategy

LUNCH TIME!!