social media content strategy for st richards hospice
TRANSCRIPT
St Richards & Social Media
Heads upPart 1:•How much content do you need?•Variety & Balance•How to create the best posts.•Engagement
Break
Part 2•Technical Stuff – Q&A•Management
How much content do you need?
How much info do you need?
Facebook = 2 -3 per day 730 - 1095Twitter = 13 per day 4,745
LinkedIn = 1 week 52YouTube = Ad hoc/ fortnightly 24
Pinterest = 2 - 3 per day 1000
Content Variety & Balance
What services does SRH provide?
• Medical expertise• Education - staff, volunteers, internal and external.• Nursing care• Psychological support• Spiritual Care• Respiratory Clinic• Renal Clinic• Cardiac Clinic• Parkinson's Disease Clinic• Companionship• Guidance• Reassurance - we're here when you need us• Good quality clothing and furniture!• Counselling & Therapy• Complimentary Therapies
Where can you get this information?
• Chaplaincy• Family Support• Counsellors• Social Workers• Citizens Advice Bureau• BSSW• Children’s Services• Facilties:• Catering• IT• Admin• Trading Company• 18 different shops• Fundraising
• In Patient Unit• Doctors and Medical Team• Day Hospice• Creative Therapies• Physio’s• Occupational Therapists• Complimentary Therapists• Hairdressers• Hospice at Home• Community Nurse Specialists• Community Volunteers• Gardeners• Facilities & Catering• Education Resources Centre
Daily Themes
Monday HR
Tuesday Volunteers
Wednesday Fundraising Thank you
Thursday Services
Friday Weekend Events
Saturday Photo’s @ events
Sunday Photo’s @ events
Shared Content Calendar
Monthly Brainstorming
Theme
Website/Blog
Keywords & Hashtags
ActionTwitter
Join in, sign up, share, sponsor, help, volunteer
What will people search for?Searchable
Headline & great photo
Photo’s, actions.Short & snappy.Ask a question
How can I reach a wider audience?
Proactive
1. Add Social Media to the SMT agenda
2. Encourage managers to send updates
Follow up and give feedback
3. Email reminders?
I don’t know what to post/tweet about!
In pairs, write as many different topics that you think your audience would find useful, advice, tips, interesting facts,
amusing, shareable, different media.
10 minutes to think of as many as possible.
Exercise:
How to create the best posts?
Chat
Don’t Broadcast
Do Chat…
Keep it Simple
Do keep it simple
Don’t use too many words
Keep it light hearted…
People look to Facebook for a bit of fun and a chat…
Do tell stories…
Do say thank you….
To staff, volunteers and fundraisers
Do focus on building a community
Keep your content varied – quotes, images, photo’s, videos, questions
How to create the best posts.
In pairs, write a status update for Facebook for the photo.
http://www.strichards.org.uk/pedal-power-from-worcester-to-paris
And a Tweet about the web link…
http://www.strichards.org.uk/Events/wwotyawards
Exercise:
Engagement
How to chat to people
EngageGet Noticed
Home
Make a Keyword List
Search
Like & Follow
Search for people talking about St Richards Hospice & reply or RT
What are the relevant topics
people might be talking about?
Anything worth commenting on, liking or sharing
@mention large organisations
Relevant organisations
Keyword list.
In pairs, what are all the relevant topics your potential audience might be talking about?
Who can think of the most in 3 minutes?
Exercise:
Technical Stuff
What are the benefits to St Richards?
• Gain support; volunteers, funraisers, donators, end users• Build a community around cancer care• Support patients, families and carers• Thank volunteers, fundraisers and supporters• Great for spreading news stories• Continuous marketing presence• Cost effective (if you’re disciplined)• Show your expertise – the hard work you do• Show real recommendations• Customer research – ask for feedback• Easier to find online• Let new people know your services are available• Maximise your marketing
Facebook Ad’s or Boost Post?
• Adverts
You can promote:
URL’sPagesPlacesEventsApps
• Sponsored Stories
You can promote:
Status UpdatesPagesPlacesEventsApps
Facebook Ad’s or Boost Post?
• Adverts
You can promote:
URL’sPagesPlacesEventsApps
• Sponsored Stories
You can promote:
Status UpdatesPagesPlacesEventsApps
Or Targeted by Location, Age, Gender, or Language
Facebook Ad’s or Boost Post?
• Adverts
You can promote:
URL’sPagesPlacesEventsApps
• Sponsored Stories
You can promote:
Status UpdatesPagesPlacesEventsApps
Quick news update…
Great for reporting at events…
Raise awareness…
YouTube…
Real, heart felt recommendations&
People having fun at events
Great for Job Vacancies and involving the local business community…
Great for Job Vacancies and involving the local business community…
Great for Job Vacancies and involving the local business community…
Social Media Management
KPI’s
New Page Likes
Shares
Comments/Likes
New Followers
Retweets
Replies/Mentions
Subscribers
Recommendations
Engagement
Page Insights
Demographics of people who “Like” St Richard’s
Page Insights
Overview – past seven days
Page Insights
Demographics of people who “Like” St Richard’s
Page Insights
Demographics of people who “Like” St Richard’s
Reach – Unique people
Engaged Users – Unique clicks
Talking About – Likes Comments, Shares
Virality = Likely to share
Page Insights
Demographics of people who “Like” St Richard’s
How can you do your bit?
Get involved…
Word of Mouth Marketing!Mouse
Like, Comment and SHARE
Retweet
Takeaway Actions
What action will you take away and do?
Follow me for free social media advice…
@helencoldicott
www.coldicottfreelancetraining.com
Mediaas in various types and formats
AudienceVaries depending on which channel
How many people use them in the UK?
41 Million 10 Million 10 Million
100 Million reviews
2nd largest search engine
200,000
30% of charity supporters inspired by social media
6 Types of Digital Donor
Comfortable families Marie – 31%
Single young starter Neil – 18%
Wealthy professional Jacqueline 15%
Affluent oldie Margaret -13%
Family Man Clive - 8%
Squeezed families Rachel – 8% 1.
Gender Age B2B/B2C
59% Male 35-54 B2B
52% Female
26-34 Both
58% Female 20-29 B2C
58% Male 18 – 34 Both
Prevention & Education
Gender Age B2B/B2C
59% Male 35-54 B2B
52% Female
26-34 Both
58% Female 20-29 B2C
58% Male 18 – 34 Both
Create an account & Repin