third sector digital edge presentation
DESCRIPTION
@kirsty and @lucychildsi discuss present on behalf of @childsi DIVE DEEPER INTO SOCIAL PLATFORMS Quality vs. quantity – gain a clear understanding of which social channels are for you and how to extract maximum value from themTRANSCRIPT
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Dive Deeper into Social Platforms
Quality vs. Quantity: Gaining maximum value
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Who we are …
Child’s i Foundation believes children should grow up in families, not orphanages.
We've proved it's possible to find families for abandoned children instead of placing them into long-term care in Uganda.
Now we want to change the lives of other children around the world.
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Who we are not …
A “digital charity” or a “social charity”
So how would we describe ourselves?A small organisation with a big ambition and a huge responsibility to do the right thing by the parents we support, the children we help and the community of donors and supporters who enable us to exist and continue our work.
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A snapshot of our community
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We’re not a “digital charity” but we have used digital from the outset to build and inspire our community
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Digital channels have enabled us to build this project together
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And allow everyone to feel they can make a difference
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On nearly a £0 budget
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Enabling a value exchange
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Making giving transparent
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As organisations and ambitions evolve so do comms strategies and tools
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“In a mere two minutes on any given day, 1 million pieces of content are uploaded to Facebook, and a half million emails are sent around the world.”
“There’s too much content — and not enough of the right kind — to reach customers effectively.”
“Delivering the content your audience needs, in all the places they need it.”
We’re all now obliged to be “social” and quotes like this are bandied around …
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How can we ever be more interesting than this?
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It’s about knowing who you really are We are unashamed
content creators and storytellers
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We tell our story using video
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We keep it real and personal
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We share it with our community
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Delivered in packages for different audiences and platforms
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Lean•Have a hypothesis•Gather data to test•Target your effort•DIY
Agile•Experiment•Work in short cycles•Adapt based on feedback•Focus on improving
If we had to make a diagram of our approach
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Engaging content that answers questions
that they want to talk about and share
that reaches the right people, when they want it
and which makes them do something
Short web pages, video, blog posts
in search, in email, in social streams, on mobile
because it’s informative, emotive or educational
subscribe, donate, tell someone else
And in our heads our toolbox looks like this
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Talking of lean – we scrapped our website and now we just use Tumblr
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Talking of lean – we scrapped our website and now we just use Tumblr
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And use richer content channels to support our comms strategy
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Being social isn’t about broadcasting all your own problems. We want to find out about others and share what we learn.
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And we accept that some people prefer to be in different places than us but we can be everywhere all the time
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There are places we know we should be or maybe just could be
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What do you want to achieve?Who do you want to engage?What do you want them to do, think and feel?If it works, how will you know?
But it all comes down to setting goals and finding data sources
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Reach Engagement Impact
How many people saw it?
What reaction have you had?
What changed?
OuttakeOutput OutcomeInputGoals
Who are you aiming to talk to?
What do you want them to do, think & feel?
What time & money did you invest?
Costs, time budgets
Web analytics, clicks, Tweet analysis, comments
Donations, calls and expressions of
interest
We’d like to tell you this is what we do, but this is really what we wish we did
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Some channels are purely practical
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And others just really time efficient
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We’re not expertsBut what we know is the popularity and purpose of social channels shifts and changes.
Different goals demand different approaches to creating, curating and sharing content.
For a small charity been lean and agile is just has to be part of our DNA.
Supporters prefer real people to communicate with.
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So this is what we use / have used …TwitterFacebookWordpressTumblrYoutubeShopifyMailchimp
PinterestStorifyInstagramScoop.itFlip.itFlickrLinked In
Google +ChatterYammer
… and more and so on …