Ensuring Charities use an integrated social media strategy
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Integrated social media strategy for charities and the third sector.
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Ensuring Charities use an integrated social media strategy
- 1. Creating an integrated Social Media Strategy live tweeting #IoFYorksConf @jrconsultancy w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
- 2. Current social media usage? w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
- 3. Introductions Jonny Ross • Former optician • Ran chain of opticians and ecommerce site • Website, SEO, ecommerce w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
- 4. Strategy/Aims/Objectives • Do you simply want to raise awareness? • What is the key message that you want to send to your followers/potential followers? • Are you looking to fundraise or gather supporters? • Do you want to inform followers about the work you, as a charity, carry out and who it benefits? w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
- 5. Can we define some goals? Go back to your mission w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
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- 21. Can we define your target audience? •Stakeholders / Trustees •Donors •Fundraisers •Ambassadors •Volunteers •Businesses w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
- 22. Understanding your audience • • • • • • • • • Who are you aiming your online campaigns at? What do they read? Which websites do they visit most frequently? Who are they? What age are they? What are their hobbies? Where do they spend their time? Who do they identify with? What is the best way to reach them? w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
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- 26. What is Google Plus • • • • • Social Network Conversation Content Sharing Business Directory Power tool for SEO w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
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- 28. Features of Google Plus w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
- 29. Google Authorship w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
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- 33. Harlem Shake w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
- 34. How to Shock a Celebrity w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
- 35. Email Marketing w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
- 36. Vine w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
- 37. Diabetes UK Vine w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
- 38. Dogs Trust Vine w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
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- 46. What are your key messages? What content do you have inside your charity? w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
- 47. Why I use LinkedIn • Business development and opportunity generation. • Because it’s where the people are. • Convenient tool to make and manage connections. • Handy way for me to stay in touch with my network • Increases my knowledge. • Improves my search engine optimisation. • Oh I get 30% of my business from it!! w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
- 48. Optimising your profile • Make sure your public profile setting is set to full view. • Include everything you do in your profile – plus your past companies, your education, and activities. • Give your profile a custom URL (your name). - From this: http://www.linkedin.com/profile/view?id=34305911 - To this: http://uk.linkedin.com/in/jonnyross • Include the link to your profile in your e-mail signature. • Link to your website and blog for enhanced SEO. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
- 49. Optimising your profile • Link to your websites for enhanced SEO. • Three quality backlinks. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
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- 55. What LinkedIn describes as your ‘Network’ Your Connections Connections of your Connections } Connections of the Connections of your Connections w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
- 56. In this room, who has ... • A contact at York City Council? • Contacts at PwC? • Retailer in Australia? w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
- 57. Winning on LinkedIn • • • • Joined groups Got involved Networked 30% of my business now comes from this group w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
- 58. To win … • • • • • • • 100% complete LinkedIn profile Keywords to be found in searches Build relationships Use LinkedIn to support targeted goals Be yourself as you would offline Be useful pass on information, help people Become a trusted contributor in groups w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
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- 60. Search Engine Optimisation • Create great content • Ensure this content is accessible to search engines. • Make pages unique and relevant • Make the content popular w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
- 61. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
- 62. On Site • • • • Keywords Content Technical Aspect Usability w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
- 63. Off site • • • • Relevancy Links Reviews Reputation w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
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- 72. Time to think of keywords… w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
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- 87. Can we define a few little goals on a few platforms? w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
- 88. How to create an editorial calendar. It sounds complex…but it isn’t! • People think it needs to be fancy and detailed. • Two advantages; planning and accountability. • There are lots of ways to create an editorial calendar, but let’s keep it simple. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
- 89. Step 1: Make a list of key dates for the year • Product launches • Events / trade shows • Marketing campaigns • Promotions • Holidays • Sporting events • Key milestones w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
- 90. Step 2: Add these to your Roadmap w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
- 91. Step 3: A comprehensive list of all your fundraising events/campaigns. • Do any of these fit in nicely with your roadmap so far? • Split them evenly throughout the year. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
- 92. • • • • Step 4: Open a Google Spreadsheet Sole Trader or maybe 4 staff..? Use Google so it’s easy to share and update Everyone with permission can have access It’s a live spreadsheet w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
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- 100. Time to think of Blog Titles •Use a number (7 Secrets to success) •Teach me (How To Do..) •Ask a question (Are you king of twitter?) •Talk to me (use you and your) •Just say no (Don’t buy this) •Use celebs/brands and popular trends (Pizza Express is the winner – Email Marketing) •Be controversial •Make an unusual association (How Lemons help your HR) w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
- 101. Turning blogs into social media content • Use your blogs to: – Pull out ‘how to’ and ‘top tips’ lists – Create infographics – Add photos and videos • Share this content through your social media channels, and you will drive traffic back to your e-commerce website. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
- 102. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
- 103. And I can help you… • Research your keywords • Create and help write a blogs • Train teams or individuals on LinkedIn/Twitter/Facebook/Google Plus • Use LinkedIn for targeting …. And of course, SEO/websites! w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
- 104. Challenge me? Does anyone want to challenge me, does anyone think this is all a load of nonsense? It’s time to ask questions! •For Tips, Tricks and more free advice Subscribe to my blog at JonnyRoss.com •Carry on the conversation with me on twitter @jrconsultancy w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
Notas del editor
- Who is on FB Who is on Twitter? Who uses lists in twitter? Who is on LI? Who is in any LI groups? Who is sending email campaigns? Who is blogging? Who is on G+?
- Introduction So, for those of you who don’t know, I set up an ecommerce store back in 1999 selling sunglasses and for the first 6 years we were the biggest sunglasses e-tailor in the UK, based on volume and turnover, with a decent profit too. In 2004 Google decided they didn’t like us, we suffered a Google penalty, now Google penalties are talked about and most people have heard about them, or certainly penguins and pandas, but back then no one knew what they where. Overnight we went from top of Google for all our keywords to page 7 and 8! Going through 2 SEO agencies over an 18-month period and neither of them could solve the problem, which resulted in us losing 40% of our turnover. I then found a guy in New York who worked on a ridiculous hourly rate but within 2 weeks he solved the problem and got us back! Cutting a long story short, I became passionate about SEO and decided to change my career into helping others understand it and avoid the pitfalls of Google. So that’s why I’m here today, to aid you in creating a professional online personal brand that will hopefully enable you to begin networking and build relationships with potential employers.
- The most important thing to remember when using social media is to be strategic. Ensure that whatever you post or are seen to do on social media sites is relevant and is for a reason. One way to do this is to set yourself key goals or objectives against a time scale so that they can be easily measured. Also, constantly asking yourself questions is a good way to fully understand what it is you are wanting to achieve. Examples given above indicate how they can quickly allow you to decide what direction your social media will move in, it is also a great way to start thinking about content, however this is something that we will cover further on in this section of the presentation.
- Facebook is one of the largest social media platforms. Originally used to socialise and network with friends and family but it is now being used by charities in order to raise awareness and expand their online profile. Many charities have their own Facebook pages, just like you or I do. However it is used in a multitude of ways to interact with followers and donators. We have selected a few charities and campaigns who are using Facebook extremely effectively.
- Dogs Trust is the largest dog welfare charity in the UK. Along with advertising campaigns, they have taken to social media to further expand their profile and make even more people aware of the work they do. First of all, their Facebook statistics speak volumes with regards to how efficient they are. With 582,504 likes and a staggering 13,410 people talking about them it is clear to see that they are definitely doing something right. First of all they have made a great use of the Facebook layout, ensuring their cover photo states exactly what the charity does and what they are working towards. The about box at the top of the page clearly states that they work to provide shelter for dogs and rehome them, with their strapline ‘We never put a healthy dog down’ shown twice in this small space. It is also extremely easy to donate with the ‘Donate Now’ badge also very easily visible. All of this combined means that anyone who finds themselves on their page will instantly be aware of exactly what the charity does and how they can get involved.
- Another key feature which contributes to the Dogs Trust success is their Facebook frequency. As you can see from the screenshot above, they are constantly active, posting appeals and mini case studies – for example 6 year old Barnie from Canterbury. Dogs Trust also use their Facebook page to appeal and advertise events that they are hosting. With such a large following, this is an excellent idea! If only a handful of their followers support events promoted on their Facebook page, it will still be a massive success and ensure that plenty of money and awareness is raised.
- Another example of a charity which holds a great following on Facebook is Macmillan Cancer Support. Earlier on in the year, Macmillan Cancer Support held a Q and A with its interns through their Facebook page. This also lead them to advertise for new members of staff and volunteers. This is a great example of how you can use Facebook to promote yourselves as a charity but also using the power of followers to appeal for employers and general support. Macmillan Cancer Support also frequently keep an active presence on Facebook, similarly to Dogs Trust this seems to be the key to their success – active engagement. Typical posts are most always more than once a day and typically include: > thanking donators and supporters for raising money. > promoting events, both those held locally and nationally > hosting competitions in order to raise money > relevant information taken from the news > appealing to followers to share their stories to encourage support and pass on support All of these examples were taken from a 3 day period, which demonstrates how they interact in many varied ways over a short space of time.
- This screen demonstrates the varied ways in which Macmillan Cancer encourages interaction with its followers. Constantly posting, asking questions and making it easy for followers to get involved are the best examples of ways in which charities can really utilise their social media profiles – not just Facebook– but in overall to create a strong online presence. Both posts nearly reach 200 likes and this demonstrates how interaction with followers is crucial. Posting things that they will want to read and get involved with. Asda 100 likes etc…
- Twitter is another social media site which It has been utilised by charities in order to grow their support network and create a strong online community. The format of Twitter means it is perfect for encouraging interaction with followers and also is an easy way to gain new followers. After all, all it takes is for one follower to retweet a post to their followers and the tweet has been exposed to a whole other online community, greatly improving the chance that people who were not familiar with the charity soon will be. The two charities which I will be using to demonstrate how charities can use Twitter are, British Red Cross and Great Ormond Street Hospital.
- - The British Red Cross is a volunteer-led humanitarian charity that helps people in the UK and abroad. As well as providing support to world disasters, the British Red Cross also hold first aid courses across the UK in order to improve the public’s knowledge about what to do in a medical emergency. Their Twitter account is an excellent example for any charity looking to engage and inspire followers to get involved with the charity. The charity has a staggering 88,963 followers which again demonstrates that their profile is one to learn from, especially if you are a charity wanting to use Twitter to your advantage. British Red Cross regularly run several campaigns and use Twitter to inform followers of them. They also take to Twitter to regularly post helpful tweets, for example, ‘How to prepare for the floods..’ with a link to their website providing followers with instant and relevant information. It is this interaction and thoughtfulness in their tweets which contributes to their popularity. British Red Cross also actively encourage followers to get involved with their social media sites, with a section on their website specifically titled ‘Social Media’. It features information as to why followers should get involved and they directly ask followers to: >Tell them your story >Explain why you’re a supporter of the charity >Promote events and sponsorship pages >Share your photos and your experience with the charity.
- This slide demonstrates the frequency of tweets which British Red Cross send out daily. From looking at the past three case studies (both on Facebook and Twitter), it would seem that constant interaction and use of social media accounts directly links to the popularity of the account, measured in likes and followers. Therefore, this should be something that needs to be a priority. Content wise, in my opinion the British Red Cross are one of the best Twitter accounts with regards to what they post on Twitter. Due to the high frequency of tweets, you may be wondering how they produce new and most importantly, relevant content. Well, here is how they do it. After looking at the past tweets from the last two days they have featured: >Information regarding the recent flooding and which areas residents can find British Red Cross support. >After the gas explosion in Essex, a tweet was posted notifying that a British Red Cross Support team was in the area providing physical and emotional support to anyone who needs it. >A re-tweet of Red Cross South’s tweet regarding the recent gas explosion. >Notifying followers of a recent donation that they have made. So as you can see, the content is all extremely varied and interesting, but not repeated or similar. Each tweet provides followers with an insight into what is currently happening across the world and how British Red Cross are supporting and providing relief.
- Great Ormond Street is the second Twitter account which I want to draw your attention to. They have over 64,000 followers and have sent out over 15,000 tweets. I think Great Ormond Street have created an enticing and attention grabbing profile which encourages followers to really look at the page. Their bio is short, and precise; Their profile picture is clear as to who they are, their background picture is emotive and capturing and the use of the colour purple is noticeable without taking over the page. All of this combined creates a great, easy to navigate around and enticing Twitter profile.
- With regards to their tweets, Great Ormond Street are again extremely frequent with their posting. They often use Twitter to promote their campaigns or events, and as you can see often take to Twitter to inform followers on how their donations can make a difference to families that are being supported by the hospital. Again the key here is relatable and informative content which followers find interesting to read. With regards to asking for donations, none of the charities which you have seen use emotional blackmail or directly ask for money, this is key. Put yourself in the position of a follower, would you be more compelled to donate or support a charity if they provided you with information and encouraged you to get involved or if they simply tweeted asking for donations?
- The next social media phenomenon I want to talk about is Instagram. All about the images! Again I have selected two charities that manage to post moving and emotive pictures without posting images which people may find too intense or emotionally moving. The two charities I would like to draw your attention to are Charity Water and Amnesty UK.
- Charity Water is a charity who have one very simple aim: “We're a group of passionate and determined creative problem-solvers who want to make a difference. Our mission is to bring clean and safe drinking water to every person in the world.” Their images are often of projects that they have been carrying out around the world and the difference they have made to communities across the globe. Again they post frequently and use Instagram to create an online account of projects which they have completed. The images used mainly show the happiness their work and your support brings to those who find themselves without access to clean water.
- This screen indicates the types of images used and I think you will agree with me that it is difficult to look at them without smiling. What do you immediately notice about these images? That they are all showing the positive effect that the charity has had on communities around the world. They have opted not to use images which would shock and guilt trip people into donating its something important to remember when selecting images to post. Just like with the twitter accounts, images are often the main way to emotionally reach people and encourage them to be engaged by way of donating or supporting or invest time in you, I think that Charity Water is an excellent example of how images can be used in a positive way.
- The second Instagram profile I want to show you is Amnesty UK. The images they choose to post are often again related to campaigns or issues which they have been campaigning for. However, again, none of the images are used to shock followers into donating or supporting the charity but instead are used to educate followers about the work that they carry out. This then allows potential followers to decide whether the account is one they want to follow and whether they want to provide support. Whilst Charity Water has over 1,000 followers, Amnesty UK has over 7,000 followers. This demonstrates just how popular their account is and there are many techniques which have been used which can be replicated by any charity in order to boost success.
- The overall layout of Amnesty UK is effective and intriguing to potential followers. As soon as you are taken to the profile page, the banner at the top is a collage of images and the logo is clearly used as the profile picture. In a similar manner to the Twitter and Facebook profiles, the profile page needs to be 100% complete and as engaging as possible. Amnesty UK also posts images relating to ongoing or successful campaigns, acting almost as a news feed as well as a set of images. An example of this can be seen with the image at the top left of the screen which states that the UK will now be accepting the most vulnerable refugees from Syria. Then, when the image has been posted, Amnesty UK has created a caption thanking those supporters for making this possible. “Thanks to your actions, the UK government has u-turned and will accept some of the most vulnerable #syria refugees! Well done everyone! #goodnews #success #amnestyinternational” This interaction with followers encourages likes and other Instagram users to follow the account. Again it is clear to see that regular interaction and posting encourages and improves followers, which ultimately increases support.
- Be specific!!!!!!!!!!!!!!!!!
- Once we define them can we understand them? It is also incredibly important that you understand your audience. Look at the questions above, you should have thought about each of these before you begin attempting to interact with them via social networking sites. Once you have a good understanding of your audience, them listen to them. Watch how they use social media and interact with their followers/friends for 2-4 weeks until you feel like you fully understand how they work. Tailor messages to fit different categories of your audience to ensure they feel like you are connecting with them one to one.
- Pinterest is an interesting platform to use as a charity. The concept behind it is that you create a Pinboard full of images that you have seen and liked or your own images. Again, this social media platform is extremely visual and so many of the points as to why it is important with regards to a charities online community is very similar to that of Instagram. The aim of pinterest is that it encourages users to actively search for images which have been uploaded onto the site which they are particularly interested in, the user then pins these images onto their home page. The charity I will be using as a case study for Pinterest is WaterAid.
- As you can see with WaterAid, there are several images seen on the screen. Like every social media platform, opportunity for a bio etc Again, as we have seen before, it is absolutely crucial that every profile is 100% complete The images featured on this profile are a mixture taken from different pinterest pages, however they all have one running tie. They are all part of or related to various campaigns that WaterAid are running. For example, the Beyonce image at the top is taken from her campaign with H&M the clothing store The images used in the Pinterest board are taken from a whole host of different sources, from Heat magazine to fashion blogs. This demonstrates how one social media profile can link up with many other people/companies/organisations/charities and is a great way to create a network of followers.
- Google Plus is a relatively new form of social media and so therefore there aren’t many charities that are using it. However it is still an excellent way to gain support and new followers. The charity that I will be using is Charity Water.
- As you can see, Charity Water really are a great example of a charity that is doing exceptionally well with regards to social media. Their Instagram account was clean and well presented and this goes the same for their Google Plus page. Again the large image which they have chosen to be the background of their profile is one that demonstrates how the work they are doing is changing the lives of people in many different communities around the world.
- Their page shows that their posting is not quite as frequent as that on other social media sites, however they are still actively posting and trying to spread awareness of the work they do. This can be proven with the statistic shown on the screen that over 500,000 people have Charity Water in their circles. A staggering amount of people for a social networking site that hasn’t been used as widely as it should by other charities and businesses.
- YouTube its 9 years old tomorrow! It has this power to turn anyone into a viral movie star or director. These next few videos I want to show you are excellent ways to demonstrate how you as a charity can utlitise this amazing media platform.
- This first example is Macmillan Cancer Support. They have their own YouTube channel which is used to provide followers with videos on many different topics, such as Macmillan Cancer Support stories, the events that are being carried out across the country, and then this example… You may remember the Harlem Shake from many moons ago, an internet craze that swept the world. http://www.youtube.com/watch?v=yteCPorHACg This video shows how that not everything you post needs to be directly related to the work that is being carried out or the people’s lives that you are changing, it can sometimes be something that simply humours the audience and gets people talking positively about you.
- This next example is considered to be one of the best YouTube adverts for a charity ever, and within seconds of watching it is easy to see why. However, I must warn you what you are about to watch contains some footage which you may find extremely difficult to watch. http://www.youtube.com/watch?v=sYimJKg9QiE I think this example of how you can use YouTube effectively speaks for itself. One thing you may have noticed is how they have used youtube to power facebook, this is a really important point to note, you should always be thnikg what can we use our followers to do…
- For example email marketing is something that is also really important and potentially where you can start… if you have a DB of x numnbe of people I would be asking them to like you on facebook , follow you on twitter etc See email marketing as yet another social media platform Use email marketing campaigns to power social media. Use social media to power data capture for long term communications.
- Vine is an social networking site that allows users to upload videos easily. Every user receives a home page and can then upload videos to followers as and when they want. Again, this is a relatively new form of social networking and was actually created by Twitter. However, the key selling point is that videos are only 6 seconds long, encouraging users to think carefully about how they can create a video which does what they want in such a short amount of time. As they say, Vine ”lets you create and share beautiful, short looping videos” The charity which I want to demonstrate their use of Vine is Diabetes UK.
- As you can see from this example, Diabetes UK have taken to Vine in order to specifically thank a donator. This is a prime example as to how you can use Vine and integrate it with existing social networks. The badges down the side of the screen indicate that this particular video has been shared four times on Twitter and twice on Facebook. This therefore shows how one video can lead to exposure on several other social networking sites. https://vine.co/v/b5tnVIVjt2M
- Dogs Trust is another example of a charity that is beginning to use vine, their previous post was 5 days ago and as you can see from the caption, was relevant to daily news. They do not post regularly, however this example demonstrates how Vine videos can be created from any kind of topical news story. It is humorous, promotes the charity (the use of the Dogs Trust charity mug) and encourages people to interact (leaves comments or share on their social networking site). This is the type of video which could be replicated and changed to fit any charity. https://vine.co/v/Ma1zOEpJAhL
- The world of blogging is one that should definitely be used in order to create a deeper connection between charities and their stakeholders, press, followers, donors, fundraisers, volunteers and more! Im really passionate about blogging Im also going to show you how one post can turn into your entire weeks worth of social media, PR and Comms
- Charity Water made it again! They host their own blog with their own website. The posts are frequent but not consistent, however I would recommend that blogs are posted on the same day each week or month thus creating a sense of consistency. The blog posts themselves are varied in content as you can see on the next slide.
- As you can see the blog posts are varied in content. However, they provide a detailed insight into the work that has been carried out and how the money and support that they receive helps them. It is a great place for people to go who want to find out more about the work which the charity carries out.
- The next blog I want to show you is ‘Lifeline’, which is Great Ormond Street’s Hospital Children’s Charity Blog. As you can see from the posts it is written by both patients and members of staff. This truly is an excellent way to encourage people to show their support and donate or even volunteer to help out with the charity. Layout is great You always need to be thinking about how you link all your online profiles together The blog posts are heartwarming and are truly such a great read. I would recommend anyone who is thinking of starting a charity blog to go and have a look at this example. Again the posts are consistent and frequent
- The final blog I want to show you is the Scope blog. There are extremely frequent and are an excellent example of how you can use your blog to really show reader’s an insight into the work your charity does and how it helps those who it supports. It also contains several guest blog posts, again this is an excellent way to create content and allows you to really get people to engage with your blogs on social media sites.
- The final social networking site which I want to show you is LinkedIn. Its facebook for business I don’t believe charities understand the power of linkedin yet at all Lets for a moment simply look at the group skill will
- Skill Will are, as they state themselves, “UK-wide role for charity skills broker”. This means that they help charities access the skills of the business community. They provide charities with events and the opportunity to network with existing businesses who may be able to help and support their charity.
- Working with the person next to you
- Email addresss!
- Photo!
- keywords
- VJ talk about this Just showed this as a question mark to consider! Check out what you are saying on LinkedIN stacks up. He has done all thek eywords – grow connections to 500+ - but only has 66 himself. Is this credible?!
- In fact this is a good time to talk about SEO When you mention word SEO, a lot of people instantly think of this dark art, most SEO agencies say yes we can get you high in Google, give us a load of money and leave it with us. Well what I want to do it make SEO far more transparent, I think you need to have an understanding of SEO before you ever dream of outsourcing it. I also want to give you techniques to show you can do some of it yourself. I believe good search engine optimisation or SEO techniques are the building blocks of a successful website, i.e. one that has a lot of visitors and a high conversion rate. SEO is all about getting search engines to rank your website highly in search engine results when customers type in search terms that relate to your products or services.
- So for me SEO is common sense its nothing more than: >Create great content >Ensure this content is accessible to search engines. >Make pages unique and relevant >Make the content popular
- For me there are two distinct sides to SEO, onsite and offsite. Onsite being your own website and offsite being everything else online that has something to do with you.
- Keywords Content Technical Aspect Usability
- Relevancy Links Reviews Reputation
- Keyword research Alongside your SEO audit, you should also undertake keyword analysis. This looks at the keywords and phrases that people are currently finding your website with (are they the ones you want/expect?), and also the keywords that your competitors are ranking highly on. From this, you can come up with a list of relevant keywords for your website that you would like people to be finding you on. This list of keywords should inform how you write all your website content, from product descriptions to page titles and meta descriptions.
- Login to Google webmaster tools, If you havent already open an account and verifiy your website Once logged in go to Optimization, Content Keywords Here is a list of keywords that your website appears in Google for What I want you to do is download these keywords, put them into an excel sheet and then move onto the next tool!
- So Google anaylitics, if you don’t have this installed, I really suggest you should, its simply a snippet of code your webdeveloper needs to add to your website and it can give you some amazing insights into your website and customers. Once setup and logged in to Google Analytics go to traffic sources, search, organic This is a list of keywords currently driving traffic to your site Again download these, add them to your excel sheet and move on!
- You then need to make a list of alll your products and services, adding to it keywords you would expect to be found for, but aren’t, Or ones you would like to be found for. You can then take some of these keywords and have a play with Google search. This then helps identify more keywords that users search and shows you opportunities that you may not have thought about and considered. Giving you suggestions that could be good for your webstore. Keep adding more words to excel and then go to the next tool semrush
- SemRush.com is a fabulous tool, There is a free and a paid version of the tool This tool allows you to find out what keywords your competitors rank for, it even shows you what keywords your competitors are paying to rank for!! The free version is more than fine as it gives you up to 10 keywords for each competitor, imagine 10 competitors, each with 10 keywords, that 100 straight away! Ok add them to excel! And move on!
- Ok so you have got all these keywords, you then need to take them all to Google keyword tool here you can enter them all and find even more! I suggest working on hundreds of keywords, not just 5 or 10… if you want to be top for “Gifts” the only way you will ever be top for a keyword as competitive as this is by being present in Google search for all keywords surrounding gift ideas…. You want to generate as many keywords as possible
- This is a great tool because it gives you an idea how many people are searching this term, and if I take the term retirement gift ideas for women we can see that only 1000 people are searching this term per month, In fact in a lot of examples I show only 10 or 20 searches per month This may make you think what’s the point on working for this keyword, whilst being high for this term may not bring you masses of traffic, however I bet the ROI on this term will be significantly higher than someone searching “gifts” Its really important that we work on long tail keywords, as generally these can give you a significantly better ROI, don’t get me wrong competitve keywords are important, but ultimately if we want to appear top for a competitive keyword we need to appear high for lots of long tail keyword surrounding that keyword.
- So now we have the long list of keywords we need to work out which ones are going to be important for us, again I suggest keeping hundreds not just 10 or 20. One of the ways is to decide on competitiveness and search volumnes in the Google keyword tool, but another way is to Google the keyterm and see who else is out there, are they any opportunities, is anyone serving this keyword well or is there an opportunity to capture the audience searching this keyword? OK so we have identified our keywords, We need to ensure we use them in our website content, but never at the expense of readability, content relevance or content quality for the reader. SEO used to be about packing and stuffing keywords in, but search engines are much more wise to this now. Readers will soon be turned off if the content is not engaging.
- Working with the person next to you
- We are going to talk about sowing the seeds, This next part is all about BLOGGING. And for me blogging is the core to any SEO or social media Campaign We will cover: Why blogging is great for SEO and Social Media How to use blogging to boost your charity How to write great blogs to introduce your charity and cause How to create engagement How to add value with blogs How to convert your website visitors into ambasadoors/volunteers etc How to create a following How to come up with ideas and blog titles
- So just to be clear what is a blog? a blog is the same as news or latest news I suppose it’s not called news because it gives the opportunity not just to write about the latest news, its an opportunity to talk about all the aspects of your products and services, to portray yourselves as thought leaders and to bring personality to your brand. Blog is short for web-log: a post – or log – made online. Blogs are a great way of engaging with customers and sharing information. It’s a way to educate your audience all about your services and charity It’s your charities latest news An opportunity to show personality To give away advice to your existing following And to engage with potential followers
- So we have seen some examples , but why should you blog? It forces Creativity It builds a community Adds value to your site It gives you content for your Social Media and Email Campaigns Gets you to the top of Google I believe blogs can increase your goals by helping to Overcome barriers
- For me the Blog is the core of any social media or SEO campaign. Blogs provide regular content to share through your other social media sites. User-generated content, ‘likes’ and ‘shares’ are now being ranked more highly by search engines, so it pays to invest in social media and blogging. Blogs provide Status updates for Facebook Tweets for Twitter- take a blog with the title “top 5 tips”, well all of a sudden you have created 5 tweets, all with links to the blog, don’t tweet them alll in one go, spread them out over the week/month. Stuck for tweets, go back to blogs from 6 months ago! Updates for Linkedin personal and company profiles Status for Google Plus Email campaigns – do you get to start of the month and think, what are we going to put into our email campaign this month? if you have fab blogs, there is your content already written!) They give content for your keywords to be found in Google, search engine optimisation, you will only be found if you mention the keyword, and the more times you mentionit the more relevant you are (don’t mention for sake, it must be relevant) A blog should be an integral part of your marketing and comms strategy, but you need to set goals. What are you marketing goals? Need to encourage more volunteers, what could we write that would engage with potential volunteers? Lets give them some information, lets become a resource and during the process, lets build trust with them and let them know what we as a charity could offer them.
- Guest blogging is really key to this too, it’s a free and credible way to spread your brand and build links for SEO back to your site It’s a way to meet new audiences Grow your own community Makes you creatuive and improves your writing Helps develop authority These are just some of the sites I guest blog on, all relevant to my industry and all small to medium business focused.
- So this is all great but how do we come up with content? We need to feed ourselves Subscribe to competitors Subscribe to industry related news and professional bodies Keep notes of questions customers ask you Create Google alerts on niche topics ( this is a great tool simply Google Google alerts and try it out!) Thing about all the products/services you offer Keep a journal/voice recorder Invite Guest blogs from customers Write about your passions? w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- When blogging, it’s really important to keep in mind who you are talking to…why…and what both you and they want to get out of it. Know your audience – Understand who your customer is and what they are interested in. Be clear – are you writing for a particular age group? A particular income bracket? What other things are they likely to be interested in? What problems do they have that you can solve? Really get into the mindset of your target audience, and write directly FOR and TO them. Choose your products and themes – Create an Editorial Calendar to plan ahead (we’ll have a look at these next) Tell a story – a good blog should have a clear beginning (introduce your topic, grab the reader’s attention), middle (the meat of the blog – a list of tips, a description of a problem, a funny story etc) and an end (how the problem is solved, what to do next). Call to Action (CTA) – All blogs should have a ‘Call to Action’ – what should the reader do next? Find out more (link to another blog), fill in a form, subscribe to our blog, buy a product, follow us on twitter, like us on Facebook etc. Aim to engage your reader and get them to keep reading, make a purchase or give you some information about themselves to help you connect with them again in future.
- I wanted to share some personal blog experiences with you to help you see how this can fit into your business. One of my marketing goals is to appear high in Google, for this I need to build links with relevant websites, this blog was written on a topical subject about big data, everyone in the digital industry is currently talking about it. I took time to really research what it was all about and throughout the research I formed my opinions from my own experiences and wrote a really informative blog
- Danny Brown lives in Burlington, Ontario. He is a multiple award-winning marketer and blogger – his blog is recognized as the #1 marketing blog in the world by HubSpot and voted one of Canada’s Top 50 Marketing Blogs coming in at the number 3 slot. He has delivered results for some of the biggest organizations in technology, digital and consumer, including BlackBerry, British Telecom, Orange, Microsoft Canada, IBM, Ford Canada, FedEX, Scotiabank, Vodafone, Dell and LG Electronics. He has spoken at numerous business conference and events, and is regularly quoted in publications and news media, including Marketing Magazine, Canadian Marketing Association, Toronto Star, Fast Company and City News Toronto on the topics of influence, social business, data-driven business intelligence and digital marketing. So what happens, he comments on my blog!....... If that wasn’t good enough
- He tweets a link to my blog to 35,000 of his followers…
- It got better…. He wrote another blog the next day and referenced my blog and linked back to it! So not only did my blog get tweeted to 35k people from someone who is extremely influential, I got a well deserved link from a page rank 5, top domain authority blogger!
- You can see the effect the tweet had on my traffic that day, nearly double the average traffic for a week day.
- When I set up my business I knew that one of my key services would be to offer paid speaking. Ive understood the power of blogging since 2005 and began bloggin myself in 2007. I knew that blogging was always going to form the core marketing of Jonny Ross Consultancy. It’s a weekly blog on all things digital, all related to my products and services I offer. Its non saley and highly informative, and all blogs are NOT written for SEO, but have SEO in mind. I talked about keywords in the last webinar and the need to work on not just 10 or 20 but hundreds. I have a keyword list of around 1800 keywords. And I always try to see if I can use keywords when I am writing blogs, don’t get me wrong if they don’t feel right in a blog I don’t use them, but if I can I will, ultimately you will only be found for a particular keyword or phrase if its present on your website,. I wrote on online vs offline marketing a couple of years ago, I get a phone call out of the blue, its from a company that will remain namless! But lets just say they are a major player in a particular sector in the UK. I’ve never gone online with this story before, its something we must all remember, the moment you say or write something online it is there forever!! Anyway what they didn’t know is that I hadnbt been paid to speak before and more so I had never spoken on social media publically for more than 5 or 10 minnutes. The call came and it went along the lines of…. Hi, we have just googled online vs offline marketing ( back then I was top for this phrase!!) and you came up top of Google. They then, because I was at the top of Google , made some assumptions….. They said, you have obsiously done a massive amount of reasearch on this topic, I said…. Errr yes pretending I had done more than I ad. You obviously speak at many conferences on this topic…. Errm yes Would you consider speaking at our annual conference in a few months time…. Errm it depends on how much you are willing to pay me!! Anyway 4 months later, I spoke in front of hundreds of delegates and got amazing feedback and have not stopped working with many of the delegates and that particular sector since. I think its quite a succes story and it really simply came from 1 blog post.
- The last story I have was regarding a heated debated on linkedin, the debate was about should you trust the number 1 slot on Google to be the best result and how people cheat Google by buying exact match domains, and multiple domains known as doorway pages. The debate was focussed on SEO companies in Leeds, England where I live, there is a fight for SEO companies to appear top of their home town for some reason and I decided to demonstrate how easy this would be and therefore how meaningless it would be to appear high up for it. Anyway this blog post is one of my most visited blog posts! It probably brings me 25% of my work I took myself from position 84 in Google for SEO leeds to position 3, without doing anything but writing a blog post! It was written over a year and a half ago and still gets comments, the last one being 5 days ago! I firmly believe blogs build relationships, communities, audiences and give you and your brand the opportunity to be one step ahead and reach out to your audience.
- Working with the person next to you
- An editorial calendar will help you to plan ahead, link blogs to seasons and events, and ensure you have a good variety of blog topics to appeal to all your customers and showcase your whole product range. If you have more than one blogger, it also helps you to know who is writing what and to plan submission and posting dates. Make the calendar work for you. Yours might include things like: season; theme; products featured; keywords; target reader segment; date etc. I tend to mention these and people think it needs to be fancy and detailed. There are two main advantages, planning and accountability There are loads of ways of creating one, but lets keep it simple!
- So make a list of key dates for the year, think of your Product launches Events / trade shows Marketing campaigns & Promotions Holidays & Major Sporting events Any Key milestones
- Then simply add these to your road map, this is nothing more than an excel sheet with Jan – Dec along the top and the categories down the side. So we can see valentines day in February for example.
- Then think of all your fundraising events/campaigns, do any of these fit nicely together? Is there a product that goes well with world tennis tournament? What about one that fits nicely with Easter? Would talking about fundraising service X go well with trade show Y in September? Can you find ways to make your fundraising events/campaigns and seasonal events go together at all?
- My suggestion is to use a Google spreadsheet, especially if there is more than one of you in the business, this helps share who is going to be writing the content, it gives accountability and it lets you have one document you can all refer to and edit at the same time. It’s a live spreadsheet and it should have: Who the author is? What the title of the blog is going to be? Any keywords that need to be used in the blog? What will the call to action be? (Make it different each time) Any notes? And most importantly deadlines? Once you have this, I suggest doing a 6 month or 12 month calendar, you don’t need to wait until February and think oh no what will I write about, instead if you get a free hour, write the valentines blog now, it will still be valentines day in February! Of course leave space for topical / news worthy blogs, but I would suggest most blogs can be written well in advance.
- Blacks solicitors is a lawyers in leeds, they are amazing on social media, tweeting all the time. The have some fabulous blog writers and amazing content, but one of the issues they had was they couldn’t get engagement with the blog. I was very kindly asked to come and do a blogging workshop for some of the senior partners and lawyers and this was one of the slides I used for the workshop. I am no expert in photoshop but for me this slide helps show some key elements that are required in a blog
- Instantly you can see the entire blog feels more inviting. I guess you are drawn to the images and the sharing, but also the sub heading and bullet points, Let me remind you of the last slide -------- As I said this helped me come up with some key elements for them
- How should the blog look? Beauty is everything Ensure you use images to break up your content Use headings and sub headings Use bullet points Look at how newspapers and magazines present content For SEO, a good blog should be: 650-850 words long 1-2% keyword density Video blogs – 2 minutes or using things like Vine just a few seconds A catchy title – I will come on to this! w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- Use social proof to make sure we think like sheep Using plugins like Digg Digg we can show how many other people have shared and engaged with the content Use call to actions to get us to do something at the end of the blog If you liked this subscribe for more Follow us on Twitter Like us on Facebook Contact us for more information w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- Make users feel welcome Facilitate engagement by Asking questions Talk to the reader directly using words like you and yours Encourage comments asking readers to comment below Have an image of your self including your name to allow the user to connect with you personally w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- Ensure the foundations of the blog and website are sound, going back to my 1st webinar we need to ensure we Optimise meta tags Use Alt Tags for images Add breadcrumbs for users to find their way around Link out to resourceful content Link to your best content w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- Blog titles are key, your title needs to be inviting, engaging, grabbing and truthful Use the tried and tested formulas Use a number (7 Secrets to success) Teach me (How To Do..) Ask a question (Are you king of twitter?) Talk to me (use you and your) Just say no (Don’t buy this) Use celebs/brands and popular trends (Pizza Express is the winner – Email Marketing) Be controversial Make an unusual association (How Lemons help your HR) w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- Working with the person next to you
- So how do we turn blogs into social media content…. As well as increasing exposure to your social media pages through campaigns, you also need to make sure your website and social media channels have great content that your customers want to keep coming back to. A blog is a great way of generating content for your social media pages. Use your blogs to: Pull out ‘how to’ and ‘top tips’ lists Create infographics Add photos and videos Share this content through your social media channels, and you will drive traffic back to your e-commerce website.
- As I said the blog is the core, imagine it as your glue to create an integrated campaign. Take 5 key points from your blog and turn it into 5 tweets for the week, remember the tips I gave you in webinar 2 use numbers in blog titles, 7 secrets to success, that sounds like 7 tweets for me! Take the main point and use it as a Facebook status, can you create a question / poll in relation to your blog to post on Facebook? What vine video can you create to compliment this weeks blog? What images will complement this weeks blog to post on Instagram/Pinterest? Could you video blog some of the post to post onto YouTube? Don’t forget forums – mothering forums/music forums/charity forums/any interest there is a forum, does this weeks blog help you create a thought provoking question to post in the forum, or an offer? Email Campaigns, do you send a monthly email, if not why not? You never have to worry again about what you are going to put in the email campaign, show snippets from your most recent blog posts! Spend time working out what you are going to blog about, create fab blogs and the rest will follow.
- Feel free to carry on the conversation with me on twitter Subscribe to my blog for more tips, tricks and inspiration