Maximising social media - Dying Matters...campaign/pledge Facebook, Twitter To attract donations...

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Maximising social media During Dying Matters Awareness Week

Transcript of Maximising social media - Dying Matters...campaign/pledge Facebook, Twitter To attract donations...

Page 1: Maximising social media - Dying Matters...campaign/pledge Facebook, Twitter To attract donations Facebook, Twitter To show progress/demonstrate impact Flickr, Facebook, YouTube To

Maximising social media

During Dying Matters Awareness Week

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What is social media?

Social media = websites that use user-generated content. While traditional media is controlled by editors, social media allows users to dictate the agenda.

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Is social media important?

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What are the challenges?

1. Which social media sites to target/lack of know-how

2. Lack of resource

3. Finding your voice

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1. Most popular sites

Source: ‘About That First Tweet’, Unity Trust Bank. Survey of 186 charities and social enterprises UK-wide with annual turnover of less than £5million (79% with a turnover under £1million)

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Which sites for which activities?

YOUR AIM SUGGESTED CHANNEL To get people to sign up to a campaign/pledge

Facebook, Twitter

To attract donations Facebook, Twitter

To show progress/demonstrate impact Flickr, Facebook, YouTube

To alert people to events or activities Upcoming, Meetup, Twitter

To build communities Facebook, My Space, Bebo, Twitter

To get feedback Web feedback forms - e.g Survey Monkey

To recruit volunteers Facebook, Twitter

To recruit staff LinkedIn

To showcase work/grab attention Pinterest, Instagram

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What Dying Matters uses

1. 2. 3. 4. 5.

You don’t need a presence on every social media platform. Choose the outlets that are popular with your intended audience. By finding the right platforms to reach your target audience you can limit the time spent on social media.

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Awareness Week social media impact How we did 2011/2012

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2011 Twitter 2012 Facebook

2012 Twitter

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Number of tweets before, during and after Awareness Week 2012

Hashtag High Point The hashtag #DyingMatters was used more than 300 times on the first day of 2012 Dying Matters Awareness Week

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Awareness Week social media impact

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Number of views

Number of videos

Astonishing fact: our YouTube views went up 3,000+ % year-on-year

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Awareness Week social media impact

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Unique visitors

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Traffic to Dyingmatters.org

Unique users up 60% year-on-year

Page impressions up 230% year-on-year

46% of our 2012 referral traffic was generated by social media, with Facebook leading the way.

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Find your voice

• Connect with people in a real way.

• Don’t broadcast – communicate.

• Reach out to your community.

• Show people the real you.

• Go off agenda occasionally.

• Celebrate individuals.

• Be careful what you post – and check your grammar.

• Don’t overthink it!

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Measuring your impact

• Twitter Counter – predicts

how many followers you will

reach by when.

• Future Tweets – lets you

schedule release of tweets.

• Topsy – unlike most other

hashtag tracking services,

this allows long-term analysis

FREE.

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Final Tweet competition What would you say if you had one last tweet?

"My wallpaper and I are fighting a

duel to the death. One or the other

of us has to go."

”Goodnight my darlings,

I'll see you tomorrow."

"That was a great

game of golf,

fellers."

“Money can’t buy you life.”

“I must go in, the fog is rising.”

"Am I dying or is this my birthday?"

• Being launched soon!

• Results announced during Awareness Week

• Hashtag = #FinalTweet

• Promotion through partner organisations, writing

clubs and the media

• Winning and shortlisted tweets will be published

in a Dying Matters produced collection.

"I'm going away tonight."

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Final Chapters 2012

• Launched to push against the taboos

of talking about death, dying and

bereavement.

• Attracted nearly 1,400 entries.

• High profile awards event.

• Christopher Owen, an actor and

writer, won with ‘An Honourable Life’.

• Winning entries have been printed in

a book, Final Chapters, RRP £6.00,

available from the National Council

for Palliative Care website shop:

shop.ncpc.org.uk/public/shop/

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5 top tips for supporting Awareness Week

1. Use the hashtag #DyingMatters if you’re tweeting

generally, #FinalTweet if you’re tweeting about or

entering our competition.

2. Clearly state what you want people to do. Don’t

say “tweet about this campaign”– give them the

wording.

3. Include personal stories and case studies - great

way to give your campaign an emotional edge.

4. Post regularly but don’t overload your followers –

you’ll risk alienating them.

5. Running an event? Post images on Facebook/Instagram/Pinterest.

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Social media – it IS big, but it isn’t scary

#DyingMatters