The Truth About Social Media

A no-nonsense guide to effectively using social media for charities and businesses.

Transcript

1. www.reasondigital.com @reasondigital Reason Digital Rajesh Joshi Head of Client Services @JoshFromReason josh@reasondigital.com The truth about Social Media
2. www.reasondigital.com @reasondigital Image heading We’re Reason Digital – a social enterprise that uses digital to make a difference. This is why we only work on projects that do social good. Who we are We’re Reason Digital – a social enterprise that uses digital to make a difference. This is why we only work on projects that do social good.
3. www.reasondigital.com @reasondigital Some of our clients
4. Our Work
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9. www.reasondigital.com @reasondigital reasondigital.com /books/fundraising/
10. www.reasondigital.com @reasondigital techforgoodlive.org @techforgoodlive
11. Let’s be honest.
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13. www.reasondigital.com @reasondigital “Social Media is not free, not magic and not easy. But it does work.” US. ALL OF THE TIME
14. Why is social important?
15. www.reasondigital.com @reasondigital (Charities Aid Foundation, 2013) 13.5% ONLINE CHARITY DONATIONS GREW 4.9% OVERALL CHARITY DONATIONS GREW WHILST
16. www.reasondigital.com @reasondigital 37% of traffic comes from Facebook. Average donation is £21.51 7% of traffic comes from Twitter. Average donation of £4.99.
17. www.reasondigital.com @reasondigital 42% of people aged 65-and-over use the internet, a massive 83% of all adults in the UK 
 are now online, of whom 66% use Facebook BUT ARE OUR DONORS USING SOCIAL?
18. www.reasondigital.com @reasondigital ...the overabundance of information is both “confusing and harmful” to the mind. access to so much information will make people forgetful... they won’t use their memories any more. it’s exhausting children’s brains... with complex information... and their being stuck indoors is ruining their fitness it’s hurting conversation, reading and the patterns of family living
19. www.reasondigital.com @reasondigital 86% of young people go online to find help with personal problems … Rather than asking friends or family.
20. Who’s in the room?
21. www.reasondigital.com @reasondigital Community Management Customer Service Organisation Understanding Sector Understanding Project Management Self Management Proactive Writing Data Analytics Journalism Social Media Knowledge Design Photography Film Editing
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25. Objectives Targets Planning & Measurement
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27. www.reasondigital.com @reasondigital People Relationships = MONEY PEOPLE x RELATIONSHIP = MONEY UNIQUE VISITORS x x CONVERSION RATE AVERAGE GIFT
28. WORK DOWNWARDS FROM THERE Increase Engagement Increase in Positive mentions Increase in events attendance Grow fan base Sharable content to reach more people Increase in article shares Ads
29. Measure based on those targets and objectives and NOTHING ELSE! Increase Engagement : 10% up on target Positive Brand Mentions: 5% down on target
30. All this is easier if you don’t silo.
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33. You’ll need to sort your website out first.
34. www.reasondigital.com @reasondigital Facebook accounts for 60% of mobile sharing. 65% of time spent on social networks is on mobiles. 92% of photo viewing is on mobiles.
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37. It’s all about them.
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42. www.reasondigital.com @reasondigital SOME TOOLS CAN HELP WITH THIS Sprout social. Social CRM tool.
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47. Think of your platforms as communities for people, not your platforms.
48. VIRAL IS FAKE.
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51. www.reasondigital.com @reasondigital Paid advertisement
52. www.reasondigital.com @reasondigital Other people’s channels 100.000 followers 100.000 followers
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62. www.reasondigital.com @reasondigital 250,000 people reached
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64. How to get shares
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70. PLS RT
71. Your message will need to stand out
72. www.reasondigital.com @reasondigital What do WE want?
73. www.reasondigital.com @reasondigital What do THEY want?
74. www.reasondigital.com @reasondigital 80% What they want, like or need 20% what you want
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76. www.reasondigital.com @reasondigital Interesting
 Useful

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79. Bake sale..
80. Have a proper content strategy, not just blog and news
81. www.reasondigital.com @reasondigital “CONTENT IS KING.” Ancient Cliché
82. www.reasondigital.com @reasondigital What is the purpose of content? What is the audience? What will help them the most? Where will they find it? What is the most appropriate format?
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86. Campaigns should be inherently social
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89. Your audience can convince people more than you can
90. TOOLS Build relationships, Give them assets, Build them tools.
91. RECOGNISE & THANK THEM
92. RECOGNISE & THANK THEM Donors who are thanked for an initial donation are 19% more likely to donate again. with roughly twice as big an amount.
93. Think about your platform/ Don’t think too much about your platform
94. www.reasondigital.com @reasondigital 1.2 billion monthly users on
95. www.reasondigital.com @reasondigital 16 Million users in the UK
96. www.reasondigital.com @reasondigital unique users per month 1 billion 1 billion
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106. www.reasondigital.com @reasondigital it’s all about them Join and start conversations You’ll need to sort your website out first Campaigns should be inherently social Tell a story Measure and plan Empower your supporters Don’t drink and tweet Place content properly Don’t be boring
107. www.reasondigital.com @reasondigital Thanks! Rajesh Joshi Head of Client Services @JoshFromReason josh@reasondigital.com