integrating social media with soccer aid example
Post on 08-Jul-2015
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Putting social media at the heart of your organisation
Laila Takeh @spirals
Context: UNICEF UK
• Fundraising individuals, corporates, gov & trusts
• Advocacy policy, campaigning & programmes
Our Digital First Journey
Source: Stanford Social Innovation Review Oct 2011
Capacity buildingEmbed
Skills matrix
•All
•External facing
•Champion
•Super user
GuidelinesEmbed
An example
Bought media
Email Search Adverts AffiliatesMobile
Owned media
Website
Earned media
Social
Objective 1
Objective 2
Objective 3
Objective 4
Partners
Integrated plans
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
Engagement prep
Some of the activity…
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
Thanks
Laila Takeh @spirals
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