Delivering effective campaigns through social

media

THINK!

76,616 page likes (up 22,000)

7,817 followers (up 5,000)

Know your audience

• Who are you targeting?

• What are they saying?

• When and where are they online?

What’s the role for social?

• Extend campaign reach

• Provide social proof

• Reinforce social unacceptability

• Reach them close to the point of behaviour

• Take action e.g. sign up for a pledge

Know your platforms

Which platform is best for what you want to achieve?

• Mass reach• High engagement• 72% visit at least

once a month• 25 – 34 years

• Great for news• Bad for long form• 15m UK users• 44% have never

tweeted

• 13 – 20 years• 70% female

• 6 billion hours watched per month

• 40% of traffic comes from mobiles

• 70% male• 25 – 34 years

Define your tone of voice

• Knowledgeable• Involving• Authoritative not authoritarian• Open and inclusive• Conversational• Thought provoking• Chairing the debate• Caring

Developing engaging content

What makes great content?

•Add value - entertain, inform

•Make it visual – use images, videos

•Ask questions

•Ask for an action

There are roughly 7,500 Tweets every single second.

Community Management

•Managing your social media channels takes time

•Develop a content schedule plan

•Social media is a two way dialogue

Tools for community management

• 36.2% of our followers are male

• 52.1% are professionals

• 51% tweet less than 5 times a day

• Instructors, emergency services, road safety professionals

• Scheduling tweets and Facebook posts at optimal times

• Monitoring hashtags

THINK! Followers

Advertising on social media

Advertising•Promoted post

•Promoted page

•Drive clicks to your website

Our tips:•You don’t have to spend a fortune

•Make sure you include rich media

•Images must not contain more than 25% text

Organic reach is dropping!

Advertising on social media

What?•Promoted tweets•Promoted trends•Promoted account

How? •Keywords•Interests / followers•TV conversations•Geography•Gender•Device

Evaluation

What do I measure?

Reach

What did they say/feel?

What did they do as a

result?

ImpactSentimentEngagement

How many? What did they do?

• 3,425 likes• 101 comments• 707 shares

• 890,880 total• 48,896 organic• 841,984 paid

“This has persuaded me to go out and do some advanced training on my bike sooner rather than later.”

To sum up…

Listen to your audience

Don’t use all the social channels available

Know your tone of voice – keep it conversational

Make it shareable – every tweet / post should have a purpose

Use rich media – images and videos amplify engagement

Engage your followers – ask questions and respond, ask for an action

Engage in real time – tweet / post at relevant times

It’s not free

Further reading

• www.socialmediatoday.com

• A simple and quick overview of Facebook advertisinghttps://econsultancy.com/blog/64674-how-to-market-your-branded-facebook-page?

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• Latest social media happenings

• General facts and figures on communications