Marketing using social media
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The document outlines the essentials of using social media for marketing, focusing on planning, execution, and measurement. It provides a checklist of platforms and strategies to consider, as well as advice on audience engagement and storytelling. Key takeaways include the importance of knowing your tools, being active, and measuring the effectiveness of social media efforts.
Marketing using social media
- 1. A piece of cake? Marketing and social media Mark Walker, Consultant
- 5. Outcomes • Familiar/aware • Planning • Execution • Measurement
- 6. A social media checklist Twitter What do we want to achieve? Facebook Who do we want to reach? Email newsletter Who will help us reach them? YouTube What is our message? SMS What stories will we tell? Blog Which tools will we use? LinkedIn Where will we start? Flickr What will we do? PR What will we measure? Print Who will be involved? Direct mail/post Advertising Other:
- 7. About you
- 9. Who uses social media? • Young People • Your Volunteers • Older People • Your Friends • Wealthy People • Your Family • Poor People • Your Funders • People With Disabilities • Your Partners • Geographic Communities • Your Customers • Communities of Interest • Your Competitors • Government • Your Suppliers • Business • Individuals • Your Colleagues
- 11. Planning Marketing Mix Storytelling Training Policy Budget Meetings
- 12. Why social media? Cost/Impact Sharing Think Accessible DIGITAL! by default Engaging Always on Flexible Empowering http://www.nasa.com
- 13. Get to know social media The tools Integration
- 14. The right mix? Ingredients Flavours Recipe Skills Experience Familiar tools http://www.freeimagearchive.org
- 15. The ingredients • Print • Twitter • Advertising • YouTube • Direct mail • Website + Blog • Press + PR • Email newsletters • Events • Flickr, SurveyMonkey, • Personal selling Slideshare, etc • Seasonal sales • SMS • Product development • Podcast • Pricing • Facebook
- 16. Tuning In http://www.flickr.com/photos/richevenhouse/2012636456
- 17. Facebook Use it for • Groups vs Fan Pages • Interaction/Sharing • Frequency/Workload • Promotion • Privacy • Campaigns/Influence • Personal profiles • Service Delivery – Staff, volunteers, • Fundraising service users • News • Measurement • Events – Quantity vs quality • Consultation Questions to ask
- 18. Facebook
- 19. Twitter Use it for • Which audience is it using • Listening/learning it? • News • What content will you link • Sharing to? • Fundraising • How frequently? • Who and when? • Measurement - bitly Questions to ask
- 20. Tweetdeck
- 21. YouTube Use it for • Which audience is it • Explaining relevant to? • Telling stories • How will you produce • Fundraising content? • Learning • How frequently? • Who and when? • Measurement Questions to ask
- 22. Your Website Use it for • Up to date + accurate? • Explaining • Can we easily update it • Telling stories ourselves? • Fundraising • Who can update it/when? • News • Calls to action? • Events • Feedback mechanisms? • Opinion • Campaigning/Influence Questions to ask • Who uses our site?
- 23. Bolt-ons you may need JustGiving PayPal EventBrite Slideshare Flickr
- 24. Equipment you need Computer/internet Mobile phone Camera + mic
- 25. What you need to know How to use Facebook/Twitter/etc How to use your phone/camera/etc How to edit/upload/embed How to tell stories/be engaging What works/good ideas/experience How to learn/Who can help
- 26. What to do 1. Plan 2. Listen 3. Be useful 4. Engage! 5. Measure
- 27. 1. A sense of direction… Where are we now Where are we going? How will we get there? http://londonist.com/2011/11/accessibletubemap.php
- 28. 1. Horses for courses Events Fundraising Selling Volunteers Changing the world http://www.freeimagearchive.org
- 29. 2. Grow bigger ears http://www.istockphoto.com
- 30. 3. Be useful http://www.flickr.com/photos/richevenhouse/2012636456
- 31. 4. Engage! Be active
- 32. 5. Measure. Improve. Use a spreadsheet Measure what you can Do it often Look for patterns Share and learn together Photo by Darren Hester via Flickr
- 33. How to do it Mini-campaigns
- 34. Short term campaigns Two to three months AGM, community event, etc Draft plan + timetable Focus on action Measure and reflect http://www.freeimagearchive.org
- 35. A social media checklist Twitter What do we want to achieve? Facebook Who do we want to reach? Email newsletter Who will help us reach them? YouTube What is our message? SMS What stories will we tell? Blog Which tools will we use? LinkedIn Where will we start? Flickr What will we do? PR What will we measure? Print Who will be involved? Direct mail/post Advertising Other:
- 36. Exercise How could social media help you sell tickets for a fundraising event? Or How could social media support your next campaign?
- 37. Run an event
- 38. And finally… Five top tips 1. Start. NOW! 2. Listen and learn 3. Keep practising 4. Measure what you do 5. Get to know your tools
- 39. A social media checklist Twitter What do we want to achieve? Facebook Who do we want to reach? Email newsletter Who will help us reach them? YouTube What is our message? SMS What stories will we tell? Blog Which tools will we use? LinkedIn Where will we start? Flickr What will we do? PR What will we measure? Print Who will be involved? Direct mail/post Advertising Other:
- 40. BONUS! Free tools Five top tools to try today! 1. Measure: www.bit.ly 2. Listen: www.tweetdeck.com 3. Learn: www.slideshare.net 4. Storytelling: MovieMaker/iMovie 5. Edit: www.piknik.com
- 41. Contact us SCIP Community Base Queens Road, Brighton BN1 3XG 01273 234049 mark@scip.org.uk www.scip.org.uk @scipnews www.slideshare.net/scipmark
- 42. Useful stuff 1. Measure: www.bit.ly 2. Listen: www.tweetdeck.com 3. Learn: www.slideshare.net/scipmark 4. Storytelling: MovieMaker – Windows Live Essentials 5. Edit: www.piknik.com 6. Facebook: http://www.facebook.com/nonprofitorgs