4. How people are using
social
Social media is about people
connecting with people and
things they care about
5.
6. Start with a plan
A quick introduction to strategic communications
7. What can we do with
social media?
• Online fundraising
• Community engagement
• Raise awareness
• Outreach
• Engage new
demographics
• Advocacy
• Increase registrations
• Increase membership
• Listening to your audience
• Impact policy
• Contact influencers directly
• Gathering data for decision
making
• Customer service
• Just listen
8. What are DOME’s
communication goals?
Key
Audiences
Who are you
trying to
reach?
Goals
What are you
trying to
achieve?
Objectives
How are you
going to
achieve it?
Strategies
What steps
need to be
taken?
Tactics
What tools do
you need to
get the job
done?
10. Make your objectives
measurable
– Audience
growth
– Reach
– ‘Engagement’
– Virality
– Registrations
– Newsletter
sign-ups
– Downloads
– Donations
– Share of voice
– Website traffic
– Keywords
– Search traffic
– Demographics
– Timing
– Open rates
– Click rates
• We can measure a LOT online
• A/B Split testing can help to
refine strategies
• How can social media feed other
parts of your online presence?
12. Showcasing work
Women’s & Children’s Hospital
Foundation (Facebook)
http://www.facebook.com/WCHosp
Foundation
• 2,584 likes
• Promotion of events
• Community stories from people
who have been helped and
volunteers
13. Showcasing work
The Cake Angels (Facebook)
https://www.facebook.com/pages/T
he-Cake-Angels/183111885109018
• 2,960 likes
• New NFP started from a
community of cake makers
talking on Facebook
• Highlight work of volunteers
14. Community support
Lost Dogs of Adelaide
(Facebook)
http://www.facebook.com/adelaided
ogs
• 18,713 likes
• User-generated content
• Community shares pets they’ve
found/sighted/lost
• Number of success stories
16. Guide conversations
StartSomeGood and Change.org
• Rally people behind a cause
• Multiple platforms
• Petitions
• Crowdfunding
• Fundraising
• Advocacy
17. Value-add content
Bunnings Warehouse (YouTube)
• Not officially on Facebook
(although some stores are there)
• Produce value-add
content, educational material
19. Example: Getting
attention
Goal:
Raise awareness
of DOME with
local govt
Objective:
Engage with
politician
publically online
Strategy:
Retweet and
mention them
once a week
Tactic:
Twitter list of
government
organisations
21. Advertising on Facebook
• Audience segmentation is the real value
– CPM = cost per 1,000 impressions
– CPC = cost per click
• Other options: Google Grants
Notes de l'éditeur
Social media’s really flexible.Here’s a really short list of some of the things you could do with social media.There are plenty more, it’s really up to you and how you use it. Do your research and look for case studiesYou need to know your goals