LDD Southern Summit 2013 - RNLI - Social media, digital innovation and the animal claxon

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The document discusses the opportunities and challenges of using social media for the Royal National Lifeboat Institution (RNLI). It outlines how social media can be used to inform, educate, support, and raise funds for the RNLI's rescue services. However, managing diverse audiences and ensuring immediacy vs. accuracy presents challenges. The document provides recommendations on crowdsourcing content, providing training and support, conducting daily huddles, using analytics to track performance, and ensuring communications are helpful to clients.

Technologie Business

Social media, digital innovation
and the animal claxon
Luke Williams
Social Media
Innovation Officer,
RNLI

Social media, digital innovation
and the animal claxon
Luke Williams, RNLI

Social media to:
Inform

Educate
Support
Raise funds

Social media to:
Increase reach

Research
Network
Track news and trends

Monitor

Challenges of social media
Diverse audiences with differing interests:

• Volunteers
• Staff
• Supporters

• General public

Challenges of social media
24/7 rescue service

Immediacy vs. accuracy
Safeguarding - communication with
children or vulnerable adults

How many stations have
their own social media
profiles?

Challenges of social media
Anything, anyone, anywhere, any
time, any place for any reason…

Opportunities of social media
Anything, anyone, anywhere, any
time, any place for any reason…

Crowdsourcing
Use volunteers, staff and supporters
to gather great content

Nurture
Encourage content sharing

Get involved at the planning stage
Training: web based and in person
Support groups

Clear guidelines for staff and volunteers

Huddles
Daily news and issues huddle

Insights PESTLE huddle
Coastal safety

Analytics and insights
Identify audience

Establish measures
Track them (bit.ly etc.)
Report and feedback

Adaptable
Immediacy vs. accuracy

Timing
Resource

Take away #2 – perform a sense check
How does this help my client

What do I want them to do next, and then...
Be honest, is it digital junk mail?

Take away #3 – track everything
Use bit.ly (+)

Google analytics tracking links
Spreadsheet with links

Let’s Do Digital
Southern Summit 2013

Thank you
www.dodigitalbetter.com
www.adi.do info@adi.do

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