engaging volunteers through use of social media

ENGAGING VOLUNTEERS

THROUGH SOCIAL MEDIA

KNOW YOU AUDIENCE

DIGITAL NATIVES DIGITAL IMMIGRANTS

CONVERSATIONS

Social Media brings together people who have shared passions or situations

Social Media is about conversations and engagement,

not just status updates

COMMUNITIES/TRIBES

Specific groups of people connected to each other

They are connected by a belief, an idea, a cause

Social Media gives these tribes a voice, an outlet

INFLUENCERS

Influencers start these conversations or ensure conversations continue

They influence trends and can increase the popularity of

a topic of conversation – positively or negatively

LET’S EXAMINE THE VOLUNTEER

INSIGHT #1

THEY ARE YOUNG

INSIGHT #2

THEY WANT THEIR EFFORTS

RECOGNISED

INSIGHT #3

THEY DONATE MORE THEN DONORS

INSIGHT #4

THEIR TIMEFRAME IS SHORT-TERM NOT

LONG-TERM

INSIGHT #5

THEY ARE YOUR INFLUENCERS

WANT RECOGNISTION

GENEROUS

SHORT TERM

BURSTS WILL BECOME ADVOCATES

SUMMARY

SO WHAT’S THE SECRET?

WHAT’S THE DIFFERENCE BETWEEN THIS GUY.....

..... AND THIS GIRL? (THAT’S ME!)

NOTHING

SOCIAL MEDIA IS THE NEW WORD-OF-MOUTH IN MARKETING

SUCCESSFUL MARKETING OF A BRAND THROUGH SOCIAL MEDIA RELIES ON BRAND ADVOCATES OR

THE SAME PRINCIPLES APPLY TO CHARITIES

YOUR VOLUNTEERS WILL RECRUIT NEW VOLUNTEERS

BEST PRACTICE #1

UTILISE YOUR CURRENT

VOLUNTEERS TO RECRUIT NEW ONES

BEST PRACTICE #1

Volunteers – Digital natives that already SHARE their life and more importantly their achievements to the online world

Digital Immigrants now know how to do the same

Allow or encourage your current volunteers to contribute to your Social Media presence

Have them invite all of their friends to get involved

BEST PRACTICE #2

TELL THEIR STORIES

BEST PRACTICE #2

Volunteers are more likely to stay involved if you make them feel they have made an impact

The work of your volunteers is great content for social networks

Tell stories – this will make others want to be part of the next story

BEST PRACTICE #3

LISTEN

BEST PRACTICE #3

Be engaged in what supporters and prospective supporters care about

Involve yourself in the conversations going on about your charity

Have somebody that manages this. The digital world works in real time so you need to as well

Is it that they want to get involved but don’t know how? Tell them

BEST PRACTICE #4

ACT LIKE A CURATOR

BEST PRACTICE #4

Don’t just broadcast your own message

Share the work of other organisations to show your support of others

This will build your reputation

Become trusted in the online community as a go-to resource for knowledge

This shows you play well with others and take genuine interest in other causes

BEST PRACTICE #5

OPTIMISE YOUR PRESENCE

BEST PRACTICE #5

You do not need to be on every social network

Choose the ones that work for your organisation

Build your profile on networks where a volunteer presence is high for your particular cause

Choose networks that fit well with your content needs

BEST PRACTICE #6

CREATE SHAREABLE CONTENT

BEST PRACTICE #6

People love videos and pictures

Status updates get more engagement and reach if they contain something visual

People will want to share this with their friends and family

Carry out testing to see what works best for your fan base and do more of that

Consider the right time of day to post to your networks

BEST PRACTICE #7

TIE ALL OFFLINE EVENTS WITH SOCIAL

MEDIA BACKUP

BEST PRACTICE #7

Merge the concept of offline events and online content

Promote all events on your channels in the run up to the date

Use social networks like Twitter and Facebook to live update at all events

Share photos and videos across the web to promote your good work after the event has taken place

There is no limit on creativity – Live wall of support, Facebook apps, live video feed, progress updates in the run up (team signup etc.),

BEST PRACTICE #8

RUN A CAMPAIGN

BEST PRACTICE #8

A good place to start is to put your creative minds together and run a campaign

Like any other business trying to promote their product, a campaign online gets your message out their

The campaign itself is shareable content

Gives you a very clear call to action

WHAT SUCCESS LOOKS LIKE

SOCIAL MEDIA TOOLS...

...AND HOW TO USE THEM

FACEBOOK

Volunteer engagement

Volunteer recognition

Volunteer recruitment

Grow your fan base

Shareable content

Brand Advocacy

FACEBOOK HACKS

# Page setup and posting rights

# Visual Posts

# Questions not statements

# Ad Setup

# Analytics

# Watch others

# PAGE SETUP

# VISUAL POSTS

# QUESTIONS NOT STATUSES

# AD SETUP

# ANALYTICS – TALKING ABOUT YOU

# ANALYTICS - VIRALITY

# WATCH OTHERS

TWITTER

Influencer following

Influencer engagement

Trending #hashtag

Real-time conversation

Brand Advocacy

TWITTER – BRANDED

TWITTER – INFLUENCER

Influencer following

Influencer engagement

Seeding in groups

Corporate recruitment

Information rich content

YOUTUBE

Visual content

Information rich content

Shareable content

Volunteer recognition

Emotional impact

TV on the go

SIMPLE ONLINE CAMPAIGNS

Breast cancer awareness – post your bra colour Relay For Life – announce each team sign up LGBT – sign petitions through Social Media – Russian Winter Olympics The Humane Society of the United States – Feline Friday – Twitter Various Charities – change your profile picture – Gay Marriage Equality

ONE LAST THING...

...MAKE SURE YOUR WEBSITE IS IN

SOME TIPS

Responsive Design Create a Blog Good SEO Share Buttons Utilise Video and Imagery Easy Volunteer Sign Up Calls To Action

HOOTSUITE

TOOLS TO MAKE YOUR LIFE EASIER

SOCIAL BAKERS

CONTENT CALENDARS

EMAIL MARKETING

THANK YOU

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