Inspiring and building an online community
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Unquestionably, your supporters and your potential supporters are using social media. Your charity should be too. Here are some top tips to help your charity make the most of social media, and use it to build and inspire an online community. Presentation originally presented by our Social media manager, Helen Osborne at our social media event in Dublin (04/12/14). Any questions at all, do get in touch - helen@justgiving.com
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Inspiring and building an online community
- 1. Inspiring & building an online community
- 2. Tweet me - @helen_osborne Email me – helen@justgiving.com Hello!
- 3. What we’ll cover… • Why is social media so important • Getting started on social • Creating a content strategy • Practical content tips • Useful free tools available • What’s worked for us • You + us = BFFs
- 4. Why is social media so important?
- 5. Some numbers… 1.23 billion monthly active users 284 million active users 200 million users 70 million users 40 million users 540 million users
- 6. 52% of the population is on Facebook, with 70% returning every day 1 million tweets every day from 600,000 daily users
- 7. €80 million donated via Facebook integration in the last 12 months Donations from Twitter went up by 70% in 2013 compared to 2012 The average donation from Facebook is €24 The average donation from Twitter is €28
- 8. Getting started on social media
- 9. What channels should you be on? 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
- 10. q ‘About’ section q Cover photo 851 x 315 q Profile photo 400 x 400 q Content plan Facebook page checklist
- 11. q ‘About’ section q Cover photo 1500x500 q Profile photo 400x400 q Content plan Twitter profile checklist
- 12. § Find those who use hashtags related to your cause § Use tools like Followerwonk to find potential influencers Identify people interested in your cause
- 13. Creating a content strategy
- 14. Get to know your audience Who are your fans and followers? Where are they from? How old are they? Are the majority men or women? Look at your - § Facebook insights § Twitter analytics
- 15. Look at what’s worked before What has performed well? Where are you engagement spikes? Let this inform the different types of content you post
- 16. Different types of content Different types of content
- 17. Stories Inspirational stories is perfect social content. As a charity, you have lots of great stories to tell. Tell people about your: § Amazing fundraisers § Beneficiaries § Volunteers § Service provider
- 18. Asks § A strong, emotive message is crucial – show people the impact of their support “By running the Dublin marathon, you’ll be pioneering life-saving research that will save more lives like Sue’s.” § Have clear CTAs with minimal steps & THINK MOBILE § Be timely and relevant Attribute your asks to current events, campaigns or awareness days Send people to an appeal page, an online petition or registration form
- 19. Information § Use engaging content such as imagery and videos to tell people about important information
- 20. Thank you § Thanking your supporters on social media is a great way to publicly acknowledge the difference they’ve made § Focus on impact and tell real- life stories
- 21. Some practical content tips
- 22. Post images § Always post with an image. § Keep an eye on recommended sizes. Currently we post – Facebook 940 x 788 Twitter – 1024 x 512 § Add text to your images to give context § THINK MOBILE
- 23. Keep text short § THINK MOBILE – you don’t want a ‘continue reading’ button in your posts § Aim for 140 -160 characters - Posts have up to 60% more engagement if they are under 160 characters* § Tweets with 90 – 100 characters get more retweets (Remember, images take up 23 characters) *Source: SocialStack
- 24. Use CTAs (calls to action) § Be clear about what you want people to do - don’t confuse with multiple CTAs § When you want people to engage, use social actions – like, comment, share, retweet § For offsite actions, be clear what you want people to do – register for the event, sign our petition, donate to our appeal – THINK MOBILE
- 25. When you’re not creating awesome content…
- 26. § Connect with your supporters § Respond to comments and mentions § When you see someone supporting your charity, say thank you Make your community feel loved
- 27. Pay attention to trends § Keep an eye on what people are talking about – and not just conversations related to your cause. § Be ready to react. Content doesn’t need to be 100% polished to join the conversation.
- 28. Useful free tools available
- 29. Creating content § Your smartphone § Photo edit tools like GIMP § Instagram § Vine
- 30. Moderating your channels § Hootsuite § Tweetdeck § Radian 6 § Sprout Social § Self-moderation
- 31. What’s worked for us
- 32. We celebrate the amazing things people do for the causes they care about
- 34. Doing an awesome challenge
- 35. With an amazing back story
- 38. Importance of sharing People are inspired by their friends. Your supporters sharing is absolutely key Every time someone takes an actions, encourage them (and make it easy!) to share THINK MOBILE – Double the amount of mobile donors share their donation Compared to desktop
- 39. That’s why we’ve made sharing part of the JG process 3 million people have inspired their friends by… Sharing a donation Sharing a friend’s page Sharing an update
- 40. Key things
- 41. Social media is about conversations and building relationships
- 43. THINK MOBILE
- 44. You + JG = BFFs
- 45. We want to share your stories We want to promote your amazing fundraisers and hard working service providers. We’re looking for… § Inspiring people, doing awesome challenges, with great back stories or § Someone who does outstanding work for your charity So email us: social@justgiving.com
- 46. Thank you!