HELLO HEE GENOMICS · 2019-06-22 · 13 march 2019, 10.15am –12.30pm with @darrencaveney, creator...
Transcript of HELLO HEE GENOMICS · 2019-06-22 · 13 march 2019, 10.15am –12.30pm with @darrencaveney, creator...
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HELLOHEE GENOMICS
SUPERCHARGED SOCIAL MEDIA workshop with @darrencaveney
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comms2point0.co.uk
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@comms2point0
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13 march 2019, 10.15am – 12.30pm
with @darrencaveney, creator of @comms2point0
▪ intro
▪ exercise 01 - your favourite and least favourite social media platforms
▪ best practice examples, award-wining work and killer content
▪ top tips for Twitter, Facebook and LinkedIn
▪ social media tools to help you
▪ discussion - personal accounts vs HEE accounts: the pros and cons
▪ good governance
▪ exercise 02 – creating an action plan to shape your future use of social media using a SWOT
agenda: SOCIAL MEDIA WORKSHOP
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@darrencaveney I @comms2point0
EXERCISE 01 YOUR FAVOURITE/LEAST FAVOURITE SOCIAL MEDIA PLATFORMS
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on your tables
▪ discuss your favourite/least favourite social media platform (5 mins)
▪ feedback
workshop: exercise 01
@darrencaveney I @comms2point0
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workshop: introductions
@darrencaveney I @comms2point0.co.uk I [email protected]
SOME THOUGHTS TO BEGIN THE DAY
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- no one knows it all
- we’re all trying to keep up
- just when you think you’ve cracked it, everything changes…
- social media metrics – take notice AND a pinch of salt
- we need to work harder now than ever before to get results
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social media is not a silver bullet…
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social media is not a silver bullet…
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WHY WE NEED TO PLAN SOCIAL MEDIA…
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a good comms plan will inform your use of social media…
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SETTING THE SCENE: SOCIAL MEDIA IN 2019
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UK SOCIAL MEDIA USERS >> TOP 8 PLATFORMS 2019
23.04m registered users – source Twitter June 2018
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39.7m registered users – source Ofcom August 2018
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YOUTUBE
41.3m registered users – source Ofcom August 2018
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23m registered users – source LinkedIn March 2018
graphics by @darrencaveney - creative communicators limited 2019
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UK SOCIAL MEDIA USERS >> TOP 8 PLATFORMS 2017
SNAPCHAT
19.4m registered users – source Ofcom August 2018
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12.4m registered users – source Ofcom August 2018
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10.3m registered users – source Ofcom August 2018
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GOOGLE+
8.7m registered users – source Ofcom August 2018
graphics by @darrencaveney - creative communicators limited 2019
UK SOCIAL MEDIA USERS >> TOP 8 PLATFORMS 2019
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the UK - Internet connectivity
4G now reaches 97.8% of the population90% of homes have an internet connection12% of adults don’t go online40% adults check their phone within 5 minutes of waking
(this does not include phone alarm clocks)
51% go to bed with their mobile phone within reach
source – Ofcom, Aug 2018
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Smartphone Britain
78% of adults have a smartphone
88% of adult internet users spend 24 hours a week online
source – Ofcom, Aug 2018
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workshop: introductions
@darrencaveney I @comms2point0.co.uk I [email protected]
AWARD WINNING WORK. BEST PRACTICE.
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workshop: introductions
@darrencaveney I @comms2point0.co.uk
BEING BRAVE
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BEST SOCIAL MEDIA ACCOUNT - WINNER
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OBJECTIVES
recruit 200k blood donors per year
specific shortages in black and asiancommunities
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STRATEGY
donors and citizens at the core of the strategy
defined three digital content themes: Do, Think and Feel
used social media as the catalyst for digital storytelling, shifting the focus to the stories of the people whose lives have been changed by blood donation
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CAMPAIGN LAUNCHED…
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THE CAMPAIGN ATTRACTS RACISTS ABUSE…
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WHICH THEY CHALLENGED ROBUSTLY…
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WHICH GAINED LOVE AND SUPPORT…
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AND THEY STEPPED UP THE CAMPAIGN…
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TACKLING IMPORTANT ISSUES (AND RACISTS)
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THE RESULTS
25% increase of new blood donors aged 17-24 registering digitally - social media now one of the top channel referrers for online registrations across blood donation
The response to the racist post generated a 6% increase in new black donors – one of the hardest to reach audience groups
Media coverage from the BBC, Bristol Post, The Poke and over 5 million impressions across our social platforms
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QUESTION
HOW MANY PEOPLE RUN THE ACCOUNT?
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1
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The social 80/20… the Pareto Principle
comms2point0.co.uk@comms2point0
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The social 80/20… the Pareto Principle
comms2point0.co.uk@comms2point0
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The social 80/20… the Pareto Principle
comms2point0.co.uk@comms2point0
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The social 80/20… the Pareto Principle
comms2point0.co.uk@comms2point0
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The social 80/20… the Pareto Principle
comms2point0.co.uk@comms2point0
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The social 80/20… the Pareto Principle
comms2point0.co.uk@comms2point0
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The social 80/20… the Pareto Principle
comms2point0.co.uk@comms2point0
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The social 80/20… the Pareto Principle
comms2point0.co.uk@comms2point0
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POKING FUN AT THEMSELVES…
he social 80/20… the Pareto Principle
comms2point0.co.uk@comms2point0
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FUN + CREATIVE + PURPOSE = EFFECTIVE social 80/20… the Pareto Principle
comms2point0.co.uk@comms2point0
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FUN + CREATIVE + PURPOSE = EFFECTIVE social 80/20… the Pareto Principle
comms2point0.co.uk@comms2point0
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the power of images…
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the power of images…
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workshop: introductions
@darrencaveney I @comms2point0.co.uk I [email protected]
MORE BESTPRACTICE EXAMPLES
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GOOD PRACTICE. FROM A LIBRARY?
@darrencaveney I @comms2point0
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@ORKNEYLIBRARY
@darrencaveney I @comms2point0
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@ORKNEYLIBRARY
@darrencaveney I @comms2point0
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@ORKNEYLIBRARY
@darrencaveney I @comms2point0
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@ORKNEYLIBRARY
@darrencaveney I @comms2point0
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@ORKNEYLIBRARY
@darrencaveney I @comms2point0
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@ORKNEYLIBRARY
@darrencaveney I @comms2point0
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@ORKNEYLIBRARY
@darrencaveney I @comms2point0
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TOP TIPS FOR GETTING THE MOST FROM SOCIAL MEDIA
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Top Tip for content ratio – The ‘Rule of Thirds’
First third – your key messages/priorities
Second third – sharing other people’s content
Final third – engagement, non work related content
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FACEBOOK TIPS
@darrencaveney I @comms2point0
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FACEBOOK TIPS – TOP 5
1. understand your insights – trends, what works/doesn’t work
2. algorithm – “meaningful interactions” discussions, questions…
3. great content can still get cut-through
4. know and tag your partners and influencers
5. comments are better than likes…
@darrencaveney I @comms2point0
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TWITTER TIPS
@darrencaveney I @comms2point0
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TWITTER TIPS – TOP 5
1. create great content for your followers (check your Twitter analytics)
2. make the most of your profile page
3. clean up your following/follower lists (TweepsMap is good for this)
4. know when your followers are online/active (Tweriod is good for this)
5. twitter algorithm – use your full 280 characters
@darrencaveney I @comms2point0
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Twitter Threads – who has used them?
@darrencaveney I @comms2point0
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TWITTER THREADS
- post a thread for a campaign or key priority
- take your time planning it (and the creative content)
- ‘pin it’ – top of your profile page
@darrencaveney I @comms2point0
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@darrencaveney I @comms2point0
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@darrencaveney I @comms2point0
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5 POTENTIAL BENEFITS FROM LINKEDIN
1. engagement and reach rates 2. groups and companies on your patch3. better recruitment opportunities4. improve/promote your organisational profile5. your next job offer may come from LinkedIn
@darrencaveney I @comms2point0
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#
and hashtags are a new feature to help you search and to be searched…
@darrencaveney I @comms2point0
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LINKEDIN: WORK ON YOUR PROFILE & CONNECTIONS…
@darrencaveney I @comms2point0
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QUESTION
DO YOU HAVE A LINKEDIN ACCOUNT?
@darrencaveney I @comms2point0
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LINKEDIN SEARCH – GENOMICS EDUCATION PROGRAMME
@darrencaveney I @comms2point0
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QUESTION
WHAT ARE THE BIGGEST BARRIERS TO YOU DELIVERING GOOD SOCIAL MEDIA?
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TOOLS TO HELP: TWERIOD – WHEN YOUR FOLLOWERS ARE ONLINE & ACTIVE
@darrencaveney I @comms2point0.co.uk I [email protected]
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governancegood governance
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governance issues to things to think about…
▪ personal vs professional use
▪ social media policy – use it
▪ opening a new account – take advice
▪ passwords
OTHER QUESTIONS??
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try not to argue on social media…
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EXERCISE 02 CREATING A PLAN
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...
in groups…
create a social media action plan via a crowd-sourced SWOT
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RECAP >> 10 KEY TAKE-AWAYS
1. don’t try to be on everything
2. work harder for engagement and returns
3. own your own platforms – and make sure they fly
4. manage your time well
5. find 5-10% of your week/month to innovate and be
creative
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RECAP >> 10 KEY TAKE-AWAYS
6. believe in to yourself
7. always, always evaulate
8. be creative
9. be brave
and…
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10: always have a great plan...
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keep in [email protected] @darrencaveney
TIME FOR A CHAT
keep in touch@darrencaveney I @comms2point0 I [email protected]