NSCSS Non-Profit Digital Communication Masterclass Workshop

SOCIAL MEDIA
& DIGITAL COMMUNICATION
“ Developing your Digital Communications Strategy ”

Eddy Dever & Jade Tang
Prepared with care for
North Shore Community Social Services (NSCSS)
MasterClass | 5 November 2013

Who’s in the room?
Eddy Dever
Implementer, Pathfinder, Doer.

Jade Tang
Designer, Dreamer, Doer.

Prepared with care for NSCSS MasterClass Workshop | 3 December 2013


Workshop overview - PtI

“ How to reach the world without costing the earth ”
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What is Social Media?
Social Media Principles
Social Media Revolution
Where does your organisation sit?
Choose the right platform and design a strategy to fit
Provide engaging content: creative social media wins!
Learn how to utilise your customers to develop content
Make the most of online tools to overcome time and maintenance
[ WORKSHOP EXERCISE ]
[ WORKSHOP FEEDBACK ]
In Summary
Q&A



Workshop overview - PtII

“ Developing Your Digital Communications Strategy ”
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Exercise: How can we help?
[ MORNING TEA ]
Planning/Development of your Digital Communication Strategy
[ LUNCH ]
Key Tools for executing your Digital Communication Strategy
Tutotrial: Specific Questions, Issues & Digital Problems
Exercise: Action Points/Next Steps for your Digital Communication Strategy
[ WORKSHOP FEEDBACK ]
In Summary
Q&A + Thank you



Social Media Principles
The five core principles:

1. FIND THE RIGHT PEOPLE
Build a small enthusiastic team around it
2. LISTEN FIRST
No one likes the annoying guy from work that talks about himself all day long;
don’t be that guy.
3. ENGAGE EARLY & OFTEN
It’s the bread and butter of any successful social media effort.
4. MEASURE EVERYTHING
Use data collected to make better strategic decisions - Kanter
5. LEARN & ADJUST
Dialogue changes everything. You must be willing to learn and adjust your tactics
based on your community.



Where do you sit?

Maturity of Social Media practice in your organisation:
BETH KANTER’S
FRAMEWORK:
> Where is your organisation now?
> What does that look like?
> What do you need to get
to the next level?



Is Social Media a fad?
This video is an updated video
with 2013 stats
Music: Fat Boy Slim’s
“Right Here, Right Now”
http://socialnomics.net/



How can we help?
You might want to consider:

• What social media tools are you currently using in your organisation?
• What tools do you think you should be using, but aren’t currently?
• What kinds of content do you post to social media at present?
• What kinds of content might you want advice on?
• Are there tools which you hope to get specific help with today?



‘ Morning Tea ’
[ ENJOY ]



Digital Communication Strategy
The What, Why, Who, When, Where & How
• The What, Why, Who, When, Where & How
of communicating with your community online.
• Starts with you fully understanding your organisation’s objectives,
and how digital tools can help with those objectives.



What is it?

• A digital communication strategy is a plan
to accomplish something
with the benefit of digital tools.
• Digital Tools can range from:
- Website
- Social Media
- SEO/SEM
- e-Newsletters/eDMs
- Mobile Web
- iPhone Apps, etc



Why do I need a one?

• With so many online communications channels available,
it’s increasingly important to have a road map.
• Strategising about which online tools will best address
your organisation’s needs will mean a higher likelihood of success.
• A good Digital Communication Strategy (DCS) will help you understand
where your audience is, and how they are communicating currently online.
• It’s important that a DCS is integrated into your broader communications plan.
• Rather than creating an extra stream of work,
it should compliment and extend on current comms.
• Make sure that you are realistic about what you will be able to achieve
with current team, people and resources.



How do I develop one?

• Non-Profit Leaders who embrace the digital world
will need to look at a number of different areas to make the right decisions.
• To make the right strategic decisions we need to
ask ourselves some very specific questions:



Ask yourself:

1. What are the strategic objectives of our organisation?
What is our cause? What are we working to achieve?
2. Who is our primary target audience/key stakeholders?
Who do we need to involve to achieve our goals?
3. What is our organisation’s point of difference?
What makes our organisation unique?
4. What is the current operations model for our organisation?



Ask yourself:

5. What capacity do you have for implementing digital communication?
Who will be responsible, how much time is allocated,
and how will it integrate into their role?
6. What is the timeframe you have to achieve the above objectives?
7. What is the budget/investment the organisation will need
to make in order to deliver your digital communication strategy?
8. What is the purpose of your digital presence?



‘ Ask Yourself ’
[ EXCERCISE ]



‘ Feedback & Questions ’
[ DISCUSSION ]



After Lunch...
• Tools for getting the best out of your Digital Communication Strategy
• Making it specific to your organisation
• Creating a way forward.



‘ Lunch ’
[ ENJOY ]



The Tools:

Top 3 online tools for non-profits



Facebook



Facebook
Key Features:

• Social networking
• Share photos & video
• Hosting groups
• Events
• Organisation pages
• Online chat



Facebook

5 Reasons for using Facebook:
• Connections made easy
• Update in real time
• Like & Share
• Boost your post
• Page insights



Twitter



Twitter
Key Features:

• Social networking
• Microblogging service

5 Reasons for using Twitter:
• Get the story at a glance
• Watch & Learn
• Connect to the World
• Discover
• Quick Answers



Mailchimp



Mailchimp
Key Features:

• Send mail to an entire database
• Makes it easy to reach large group at once

5 Reasons for using Mailchimp:
• Approved bulk mailer
• Customisable
• It’s a law abiding citizen
• Compatible with almost every device
• Know if people are reading your emails



Examples:



The Tutorial:

Any other digital tool recommendations?



Time to take action!
Thinking about the objectives of your organisation which you
identified before lunch, and the new tools and ideas you’ve
heard throughout this workshop, we’d like you to identify at
least 3 key action points that might be included in your
digital communications strategy.
• Make sure they are realistic and achievable,
keeping in mind your resources and available personale.
• Make sure these action points directly relate to
achieving one or more of your organisational goals.



‘ My 3 Digital Goals ’
[ EXCERCISE ]



In Summary

“ Developing Your Digital Communications Strategy ”
Having a digital communications plan is really important for the success of your
organisation. Be sure to think about:
• Who are the people you want to talk to,
where are they online?
• What is it you want to tell them?
What is your brand and your narrative?
• What tools are most appropriate for communicating
that message to those people?
• Once you’ve communicated measure and
refine your methods so that you’re fully engage.



Thank you
Any questions?

Prepared with care by
jade@curative.co.nz
edward@curative.co.nz
@Curative_NZ

NSCSS Non-Profit Digital Communication Masterclass Workshop

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