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Towards an Engagement Strategy

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CharityComms
CharityComms

Matt Collins, Beatbullying www.charitycomms.org.uk/events

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Social Media Conference 21 March 2012 #CCsocmed www.charitycomms.org.uk
Towards an Engagement Strategy “Stop marketing, start engaging.” -Scott Stratten, UnMarketing “Organisations should make all of their content more social” - Facebook
Introduction • You buy from your friends • Friendship = conversation + meeting up (repeat) • Talk about what you care about • Talk a lot • Talk to the face
Tactics • Know your audiences • How can you be useful to them? • How can you get more face-time?
Which networks for what? • Twitter - older demographic, new conversations, using hashtags – Twitter search / Followerwonk • Facebook - younger demographic, brand pages, comments and Likes • LinkedIn - professional connections, groups, company profiles • Website - phone number, email address, surveys, Analytics
How to be engaging • Experiment – the naked Skittle • Measure – Buffer, Google Analytics • Refine – Beatbullying micro-campaigns
Exercise: 1. Your organisation’s key goal 2. Your most important audience 3. The networks they’re on 4. How to be useful to them 5. An excuse to meet them offline
Your strategy 1. Find your audience 2. Be useful to them 3. Talk to them 4. Convert them

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Towards an Engagement Strategy

  • 1. Social Media Conference 21 March 2012 #CCsocmed www.charitycomms.org.uk
  • 2. Towards an Engagement Strategy “Stop marketing, start engaging.” -Scott Stratten, UnMarketing “Organisations should make all of their content more social” - Facebook
  • 3. Introduction • You buy from your friends • Friendship = conversation + meeting up (repeat) • Talk about what you care about • Talk a lot • Talk to the face
  • 4. Tactics • Know your audiences • How can you be useful to them? • How can you get more face-time?
  • 5. Which networks for what? • Twitter - older demographic, new conversations, using hashtags – Twitter search / Followerwonk • Facebook - younger demographic, brand pages, comments and Likes • LinkedIn - professional connections, groups, company profiles • Website - phone number, email address, surveys, Analytics
  • 6. How to be engaging • Experiment – the naked Skittle • Measure – Buffer, Google Analytics • Refine – Beatbullying micro-campaigns
  • 7. Exercise: 1. Your organisation’s key goal 2. Your most important audience 3. The networks they’re on 4. How to be useful to them 5. An excuse to meet them offline
  • 8. Your strategy 1. Find your audience 2. Be useful to them 3. Talk to them 4. Convert them