Integrating social media with Soccer Aid example
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A quick explanation of how we've integrated social media at UNICEF UK, using Soccer Aid as an example.
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Integrating social media with Soccer Aid example
- 1. Putting social media at the heart of your organisation Laila Takeh @spirals
- 2. Context: UNICEF UK • Fundraising individuals, corporates, gov & trusts • Advocacy policy, campaigning & programmes
- 3. Our Digital First Journey
- 4. Source: Stanford Social Innovation Review Oct 2011
- 5. Embed Capacity building Skills matrix •All •External facing •Champion •Super user
- 6. Embed Guidelines
- 7. An example
- 8. Integrated plans Owned media Bought media Earned media Website Mobile Email Search Adverts Affiliates Social Partners Objective 1 Objective 2 Objective 3 Objective 4
- 9. Content prep 1. What do we already have? 2. What worked best last time? 3. Where can we get more? • Field trip planning • Celebrity requests • Other offices
- 10. Engagement prep
- 11. Some of the activity…
- 12. Some key lessons • Integrated from the start • Celebrities extend reach & pull • Be simple with calls to action • Have a calendar – drip feed over time • Empower don't control
Notes de l'éditeur
- We’re the UK office of UNICEF, part of a network in over 192 countries working to achieve a world fit for children, and saving lots of children’s lives in the meantime.
- Approx 250 staff Highly crowded and competitive market for international development causes
- Last year or so – been on a journey to change how we do digital, social media has been a critical part of this Briefly – as slide shows journey started with a review which showed our digital was fragmented and the people delivering the comms were a bottleneck. So we setup a new central 'digital hub' to empower everyone to do digital inc social media in their teams but within a more strategic & supported framework. Where the digital hub is the strategic driver and central digital leaders to keep it all working together and to help to maximise impact . Social media has been a great enabler of this process as we're able to easily empower staff across the whole organisation.
- Once we had the new team in place we did lots of work to refine understanding and put systems and processes in place to make the model work. We're still on this journey for some aspects, but are well on our way with social media. We started with social media because it had already grown up organically, and people had an interest personally (in most cases). It's also a great enabler of capacity building as we're able to easily empower staff across the whole organisation.
- We've defined social media skills, and related content creation and curation skills as key to all people who work at UUK.
- We’ve also recently defined different types of social media profiles we’ve organically amassed. Primary – UUK facebook, twitter, Google+ which are managed from the central team with some addition champions in other teams. Sub-accounts – such as the UUK media and UUK HPS twitter feeds. These are run directly by the teams to engage a specific niche audience. They often RT from the primary accounts so that audience get’s exposed to wider messages. Personal accounts – we encourage everyone to use social media as a way to communicate just like they might talk to contacts through email or face to face. But with the clear guidance that they should follow the usual principles about what can be said publicly.
- Soccer Aid is a celebrity football match that happens every other year in aid of UNICEF that is televised on one of our national TV channels. This year we trended on twitter in the UK in 7 of the 9 trending topics and we got more mentions of UNICEF than ever before. 24,100 social mentions including UNICEF (of 402,600 mentions of Soccer Aid) While this is a big campaign that not every office will find directly relevant – lots of the tactics we used are transferable to smaller day to day social media integration. I’m going to pull out the specifics that are helpful rather than talk about everything as we don’t have time.
- We plan an appropriate mix with social media being a critical channel but also an idea’s driver too. Not a silo Dated with specific owners – feeding into a general editorial calendar across our website and social. Really important we had something to say in run up, during and after so we made sure we planned a staggered approach.
- plan asset gen, multiple uses, would care?would share? Audit to curate not always create from scratch, HQ & country office links Plan to stagger
- staff briefings & emails – build a bit of hype internally partner & celeb lead times are long, but you might get surprises on the night eg Danny Devito and some other celebs tweeted setup monitoring (for agility and feedback to cont. motivation) coordinated plans and workspaces eg on the night Clear focus on non-unicef SA mentions to build brand, with defined objectives of building engagement to drive donations or ticket sales
- Celebrity mentions in the run-up, during and afterwards. Including a Google+ hangout with relevant bloggers which was also broadcast on Youtube Spot the ball competitions on our ‘football Friday’ theme in lead up [Etc etc ] On the night Curated photos from twitter and reposted on Tumblr – then reached out to those people to let them know. Pictures of the celebrity with the children featured in our short info videos shown on the night were shared with more information about their story. Live blog of the match We maxed out twitter twice