Helping Charities Make Sense of Social
-
Upload
e3 -
Category
Social Media
-
view
137 -
download
0
Transcript of Helping Charities Make Sense of Social
![Page 1: Helping Charities Make Sense of Social](https://reader035.fdocuments.in/reader035/viewer/2022062522/58e4ca9a1a28abc24e8b621d/html5/thumbnails/1.jpg)
xHELPING A CHARITY MAKE SENSE OF SOCIAL
Building a social media framework
![Page 2: Helping Charities Make Sense of Social](https://reader035.fdocuments.in/reader035/viewer/2022062522/58e4ca9a1a28abc24e8b621d/html5/thumbnails/2.jpg)
HELLO
![Page 3: Helping Charities Make Sense of Social](https://reader035.fdocuments.in/reader035/viewer/2022062522/58e4ca9a1a28abc24e8b621d/html5/thumbnails/3.jpg)
““
Social media is an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, videos and audio
Source: Wikipedia circa 2008
Social media…is people having conversations online.
![Page 4: Helping Charities Make Sense of Social](https://reader035.fdocuments.in/reader035/viewer/2022062522/58e4ca9a1a28abc24e8b621d/html5/thumbnails/4.jpg)
Social is so important to the third sector because ‘giving is fundamentally a social act’
– when others see what you do, they follow –
Social media allows the building of a network of relationships by facilitating 1-2-1 interactions at scale
*Source: The Guardian, March 2015
*
![Page 5: Helping Charities Make Sense of Social](https://reader035.fdocuments.in/reader035/viewer/2022062522/58e4ca9a1a28abc24e8b621d/html5/thumbnails/5.jpg)
?How can [a charity] approach social in a way that is manageable and delivers measurable value to the cause and the organisation
![Page 6: Helping Charities Make Sense of Social](https://reader035.fdocuments.in/reader035/viewer/2022062522/58e4ca9a1a28abc24e8b621d/html5/thumbnails/6.jpg)
– Luck– Timing– Quick thinking
![Page 7: Helping Charities Make Sense of Social](https://reader035.fdocuments.in/reader035/viewer/2022062522/58e4ca9a1a28abc24e8b621d/html5/thumbnails/7.jpg)
![Page 8: Helping Charities Make Sense of Social](https://reader035.fdocuments.in/reader035/viewer/2022062522/58e4ca9a1a28abc24e8b621d/html5/thumbnails/8.jpg)
THE TASK
Deliver a social media framework
—Step 1: Define a scope and context for social
—Step 2: Produce the framework
—Step 3: Implement
![Page 9: Helping Charities Make Sense of Social](https://reader035.fdocuments.in/reader035/viewer/2022062522/58e4ca9a1a28abc24e8b621d/html5/thumbnails/9.jpg)
A strand of communication.
1. DEFINE A SCOPE AND CONTEXT
![Page 10: Helping Charities Make Sense of Social](https://reader035.fdocuments.in/reader035/viewer/2022062522/58e4ca9a1a28abc24e8b621d/html5/thumbnails/10.jpg)
2. PRODUCE THE FRAMEWORK
Two core components
– Direction; strategic components– Delivery; operational components
![Page 11: Helping Charities Make Sense of Social](https://reader035.fdocuments.in/reader035/viewer/2022062522/58e4ca9a1a28abc24e8b621d/html5/thumbnails/11.jpg)
IN A LITTLE MORE DETAIL…Strategic components
— Aim, goals, objectives and KPIs
— AudienceDirection
Delivery
STRATEGIC
OPERATIONAL
Framework model
© e3 media ltd. 2016
Aim: Mission statementGoal: Broader aspiration Objective: Measurable step to achieving goal (SMART)KPI: Metrics to measure success of objectives
![Page 12: Helping Charities Make Sense of Social](https://reader035.fdocuments.in/reader035/viewer/2022062522/58e4ca9a1a28abc24e8b621d/html5/thumbnails/12.jpg)
IN A LITTLE MORE DETAIL…
Operational components
— Team
— Process
— Planning and analysis toolkit
Direction
Delivery
STRATEGIC
OPERATIONAL
Framework model
© e3 media ltd. 2016
• Channel plan
• Content framework
• Content calendar
• Google (Analytics/Console)
• Listening tool
• Native platforms
![Page 13: Helping Charities Make Sense of Social](https://reader035.fdocuments.in/reader035/viewer/2022062522/58e4ca9a1a28abc24e8b621d/html5/thumbnails/13.jpg)
3. IMPLEMENT
– Supported recruitment– Rolled out training programme– Produced a playbook
![Page 14: Helping Charities Make Sense of Social](https://reader035.fdocuments.in/reader035/viewer/2022062522/58e4ca9a1a28abc24e8b621d/html5/thumbnails/14.jpg)
ALMOST COMPLETE
![Page 15: Helping Charities Make Sense of Social](https://reader035.fdocuments.in/reader035/viewer/2022062522/58e4ca9a1a28abc24e8b621d/html5/thumbnails/15.jpg)
HOW?
— Listening and observing
— Knowing the audience
— Looking outside of the organisation
— Understanding the wider organisational picture
— Being honest and candid
![Page 16: Helping Charities Make Sense of Social](https://reader035.fdocuments.in/reader035/viewer/2022062522/58e4ca9a1a28abc24e8b621d/html5/thumbnails/16.jpg)
CONSIDERATIONS— Change takes time
— Lots of people like to get involved
— Don’t underestimate the basics
— Think beyond the ask…
— Followers and likes don’t mean success
— Social isn’t the answer to everything
![Page 17: Helping Charities Make Sense of Social](https://reader035.fdocuments.in/reader035/viewer/2022062522/58e4ca9a1a28abc24e8b621d/html5/thumbnails/17.jpg)
e
Stay on message.
Focus on audience need.
Benchmark.
Challenge yourself.
![Page 18: Helping Charities Make Sense of Social](https://reader035.fdocuments.in/reader035/viewer/2022062522/58e4ca9a1a28abc24e8b621d/html5/thumbnails/18.jpg)
THANKYOU
“Like many organisations, we want our social channels to work hard for us. They have to be a core way of delivering our organisational and
communications objectives. e3 worked with us to help us to see through the noise. We now have a new framework, a new team structure and a new way
of working.”
Phillipa Williams, Head of Communications - Arthritis Research [email protected]
![Page 19: Helping Charities Make Sense of Social](https://reader035.fdocuments.in/reader035/viewer/2022062522/58e4ca9a1a28abc24e8b621d/html5/thumbnails/19.jpg)
E3 LTD.
All content in this presentation is the intellectual property of e3.