social media for trustees
DESCRIPTION
Presented at NCVO's Trustee Conference on Monday 11 November 2014. The presentation was by Elizabeth Chamberlain, NCVO, Rosie Champan, BPRC Associates and Phillip Kirckpatrick, BWB. These slides provide the context in which charities currently operate, and talk about what measures can be taken to ensure organisations can be transparent and stand up to scrutiny without fear of anything going wrong. To learn more about governance: http://www.ncvo.org.uk/practical-support/governance To find out about NCVO's Trustee Conference: http://www.ncvo.org.uk/training-and-events/trustee-conferenceTRANSCRIPT
#TRUSTEECONF2014
PM5: Social media for trustees
Vicky Browning, Charity Comms
Zoe Amar, Director, Zoe Amar
Communications
Deborah Alsina, Bowel Cancer UK
10 Cs of social media* CharityComms* A confession* Some cursing* A caveat* A caution* A chart* Some cats* Some comfort* A challenge* Collateral
About CharityComms
Our vision Our vision is for effective and inspiring communications to be at the heart of every charity’s work for a better world.
Our purposeWe improve the standard of communications and champion its role in the sector. We represent, support, inspire, connect and inform our members and the wider charity communications community.
A confession
I am a social media curmudgeon
Some cursing
“It reminds me of a stinky old pub. In the corner would be this slightly disgusting old man who sits there all day, every day. If you went up and talked to him, you’d get the kind of grumpy, horrible, moldy, old meaningless crap that you read on Twitter.”Helen Mirren
A caveat
Social media matters – get over it
A caution
Social media is (just) another communications channel: normal rules apply
* What do you want to get out of it?
* Who are you talking to?
* What do you want to achieve?
* How much time can you give?
A chart: the social media landscape
What the different social media channels are for
Some comfort
It’s not as scary as you might think
A challenge
Do some homework, take a deep breath and have a go
Collateral
CharityComms’ Guide to Social Media for Charities
charitycomms.org.uk; Techs, thugs and %*&$ing trolls
CharityComms’ peer support scheme
@CharityComms
Thanks for having me
Vicky BrowningDirector, CharityCommscharitycomms.org.uk@browning_vicky
#TRUSTEECONF2014
Why is this important?
• Almost half the boards of the UK’s largest public companies have not discussed their social media strategies in the past 12 months
• Only 7 per cent have discussed it four times or more in that period
• As many as one in three says that social media strategy is unimportant to the board, against only about one in four saying it is important.
#TRUSTEECONF2014
Why is this important?
• Almost half the boards of the UK’s largest public companies have not discussed their social media strategies in the past 12 months.
• And only 7 per cent have discussed it four times or more in that period
• As many as one in three says that social media strategy is unimportant to the board, against only about one in four saying it is important.
Is your board ready for the next #icebucketchallenge?
#TRUSTEECONF2014
Is your board ready for a social media crisis?
• Almost half the boards of the UK’s largest public companies have not discussed their social media strategies in the past 12 months.
• And only 7 per cent hve discussed it four times or more in that period
• As many as one in three says that social media strategy is unimportant to the board, against only about one in four saying it is important.
#TRUSTEECONF2014
• Almost half the boards of the UK’s largest public companies have not discussed their social media strategies in the past 12 months.
• And only 7 per cent hve discussed it four times or more in that period
• As many as one in three says that social media strategy is unimportant to the board, against only about one in four saying it is important.
Isn’t my CEO on Twitter? Last year a Weber Shandwick study predicted a 50% increase in CEOs on social media by 2018
#TRUSTEECONF2014
• Almost half in the past 12How can tyristees us months.
• And only 7 per cent have discussed it four times or more in that period
• As many as one in three says that social media strategy is unimportant to the board, against only about one in four saying it is important.
What about transparency and social media?
#TRUSTEECONF2014
• Almost half in the past 12How can tyristees us months.
• And only 7 per cent have discussed it four times or more in that period
• As many as one in three says that social media strategy is unimportant to the board, against only about one in four saying it is important.
5 challenges for charity trustees- and how social media can solve them
#TRUSTEECONF2014
• Almost half in the past 12How can tyristees us months.
• And only 7 per cent have discussed it four times or more in that period
• As many as one in three says that social media strategy is unimportant to the board, against only about one in four saying it is important.
Challenge no 1. “How can our board communicate better?”
#TRUSTEECONF2014
• Almost half in the past 12How can tyristees us months.
• And only 7 per cent have discussed it four times or more in that period
• As many as one in three says that social media strategy is unimportant to the board, against only about one in four saying it is important.
Challenge no 2. “How can we keep our board up to speed?”
#TRUSTEECONF2014
• Almost half in the past 12How can tyristees us months.
• And only 7 per cent have discussed it four times or more in that period
• As many as one in three says that social media strategy is unimportant to the board, against only about one in four saying it is important.
Challenge no 3. “How can trustees help promote my charity?”
#TRUSTEECONF2014
• Almost half in the past 12How can tyristees us months.
• And only 7 per cent have discussed it four times or more in that period
• As many as one in three says that social media strategy is unimportant to the board, against only about one in four saying it is important.
Challenge no 4. “How can I make the most of my board’s contacts?
#TRUSTEECONF2014
• Almost half in the past 12How can tyristees us months.
• And only 7 per cent have discussed it four times or more in that period
• As many as one in three says that social media strategy is unimportant to the board, against only about one in four saying it is important.
Challenge no 5. “How can we recruit more diverse trustees?”
#TRUSTEECONF2014
• Almost half in the past 12How can tyristees us months.
• And only 7 per cent have discussed it four times or more in that period
• As many as one in three says that social media strategy is unimportant to the board, against only about one in four saying it is important.
#TRUSTEECONF2014
NCVO/BWB Trustee Conference 2014
PM5: Social media for trustees
@deborahalsina
@Bowel_Cancer_UK
Charity of the Year 2013/2014
What I’ve learned and what I gain from using social media
- Introduction to bowel cancer in the UK & Bowel Cancer UK- How I started – what I’ve got right/wrong- What I / the charity/ bowel cancer patients gain- What you as Trustees could gain - Some examples of positive outcomes due to social media
Charity of the Year 2013/2014
Incidence1,156 people per year
Mortality403 people per year
Incidence2,354 people per year
Mortality899 people per year
Incidence3,967 people per year Mortality1,501 people per year
Incidence33,218 people per year Mortality12,905 people per year
Bowel Cancer / UK
Charity of the Year 2013/2014
Using Social Media
Why?- To explore ways of communicating about the
disease- To understand social media & its value- Because I was pushed!
What?•Twitter •LinkedIn•Blogs (deborahalsinablog.com)
Charity of the Year 2013/2014
Starting out: conflicting advice
• Succinct policy tweets only• Engage in conversation• Share information• Separate your work twitter personality from
your personal self • Be yourself - ensure you are authentic
• RESULT: STRESS!
Charity of the Year 2013/2014
Moving forward:Defining my target audience
• Those closely affected by the disease• Supporters of Bowel Cancer UK• People interested in bowel cancer (including health
policy experts and clinicians)
(Secondary: other charity professionals)
Also follow:• News sources
Charity of the Year 2013/2014
What do I gain from twitter?
Insight & motivation
Why does it matter
Charity of the Year 2013/2014
Neil“The whole journey of losing a partner and best friend
is very odd. At first the shock protects you a little.Then you throw yourself into work with unbelievable
mania just to avoid thinking about it.
Only now 10 months on has reality kicked in. The loneliness is awful, the sense of there being no purpose
to anything any more is high
I am sure this is all part of the process but it is such a
painful part”
Charity of the Year 2013/2014
Shared experience
Aims to:
Charity of the Year 2013/2014
What else?
• Immediate reaction & consultation• Ideas• Health policy abridged• News in a flash• Networking - even gained a skydive partner
Charity of the Year 2013/2014
What does the charity gain? • Supporters, media case studies, volunteers• Amplify key messages & promote
engagement• A human ‘face’ rather than simply a logo
“Definitely a positive thing gives the charity a human face & instant contact when people are most in need” Karen
“Reason I got involved” Rachel
`Makes me feel much more connected to the charity and wanting to help you change things` Charlotte
Charity of the Year 2013/2014
Any value for patients?
`having bowel cancer or knowing someone that does can be a lonely place, even now it is comforting. Keep up the fantastic
work!` Simon
`Patients are often in a desperate situation and you have buckets of compassion and a huge desire to change things, which comes
across.. Is very positive effect for Bowel Cancer UK` Paul
`Dawn and I really appreciated your kindness and support in our darkest hour` Dave
Charity of the Year 2013/2014
Social media: any value for Trustees? Insight into the issues Insight into charity’s working context and key
stakeholders Understand how the charity /CEO is engaging
publically & how it is received Understand key messages/campaigns Keep up to date Opportunity to amplify key messages and take to
your audiences/connections
Charity of the Year 2013/2014
When it works
Charity of the Year 2013/2014
#Never2Young
Charity of the Year 2013/2014
#Never2Young: launch month
55 case studies Campaign films – nearly 4000 plays164 radio and TV interviews, 39 pieces of national and local press,Substantial online press coverage#Never2Young – used in 2,651 tweets, reaching c.141,351 peopleWebsite visits – UpHelpline calls - up
(Fundraising campaign: £100K++ new income)
Charity of the Year 2013/2014
Charity of the Year 2013/2014
What does Twitter give
Charity of the Year 2013/2014
Katie
“Cancer has taken everything away from me and I hate it. I hate that it’s making me
bitter and emotional, I hate that it’s given me no hope, I hate that it’s made me weak and dependant on people and, most of all, I hate that it’s going to take me away from
my kids and family.”
Charity of the Year 2013/2014
This Morning
Charity of the Year 2013/2014
• In summary
• Highly recommend engaging in twitter• Be yourself • Define your audience & how that helps your charity
meet its mission• Integrate it into your marketing & communications
strategy. • Be clear about your twitter feed versus the
corporate account/CEO• Don’t just broadcast, talk to people • Don’t let it stress you out!
Charity of the Year 2013/2014
I can’t wait to:
... wake up and not have cancer as my first thought
... be able to dye my hair!
... get all dressed up and dance all night
... feel like 'me' again… have the energy to be a better Mummy … be able to wash my hair and not see loads of it in the bath tub… watch my beautiful little girl grow up... experience my healthy and exciting futureCharlotte
Charity of the Year 2013/2014
Thank you
Deborah AlsinaChief [email protected] 7940 1768@deborahalsina
#TRUSTEECONF2014
NCVO/BWB Trustee Conference 2014Developing exceptional governance