asia charity services - social media 2012

ACS: How do you expand your audience on social media?

Presentation by ali bullock

Co-founder animals in photos

Global Social Media Manager CX

Digital & Social media Marketing manager CX

Co-founder of animals in photos, lead photographer

Let’s talk social strategy

Social media is about people.

It’s about projecting a point at which you stand. A belief. A hope. A new transparency.

Want to succeed in social media? Welcome to the “power of the crowd.”

(Or go with puppies. They work pretty well…)

6 steps to expand your audience

1. Set your objectives

3. Talk to your audience

2. Choose your platforms

5. The power of people

4. Monitor the conversation

6. ROI

Talk to your audience

1. Let’s start our social media strategy with a blank page.

Education & amplification = ?

Donations = ?

Sales = ?

Campaign / Cause = ?

2. Choose your platforms

There is a lot of social media out there – Where do you start?

“Hello Mum!”“Facebook is about to top 1 billion people!”

“Twitter has over 200 million users…”

“Your employees should have a linkedin page”

Education & amplification = Twitter, facebook, email

Donations = Set up a paypal donation page and link to it!

Sales = Set up an online store (such as big cartel or shopify)

Campaign / Cause = Work on a change.org page

Chances are we will need all of these channels in some form

3. Engage your supporters

Thank and respond to every post, tweet or message sent to you

Give them the happy stories as well as the sad ones

Ask questions of your audience

Respond to people both negative and positive

Never argue with people

Treat social media presence just like a cocktail parity or a rally

4. Monitoring the conversation: Tweetdeck

1. Your own brand terms or cause. Easy ones to respond to and thank people for a mention or share

2. @ replies – These are messages aimed at you and so they need a response

3. Key online influencers: A way to gain followers

4. Search for volunteers and opportunities to connect with people

5. Social media is the power of the people

Thank and respond to every post, tweet or message sent to you

Listen to the conversation and help guide the flow

Empower your audience

Give them easy tasks and wins

Update people as often as you can

Share positive news stories about your supporters

This photo enabled the charity to buy the land and restore it

6. ROI & social media: No cost to run this campaign as an NGO

The fight is hard, but the battle can be won. And you will win.

And finally, beg, borrow or steal a really good photographer

Until Every Rescue Finds a Home.

ali bullock | animalsinphotos.com