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Programmes co-funded by the European Union
Joint Communica,on Training
for project partners of the
SEE and MED Programmes
2nd and 3rdof June 2014 -‐ Bled, Slovenia
WELCOME
Workshop Social Media
Joint CommunicaDon Training
Anne Sophie Duchêne Clays Communications www.clayscommunications.eu
Social Media
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Objectives of the session
• Get a clear picture of what tools are available
• Understand what media are right for your project
• Find out how to develop and optimise your presence in social media
• Select the right tools to be efficient
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This isn’t social media
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This is
Social media…
• Blogs
• Online chats
• Social networks
• Message boards
• Podcast
• Video sharing sites
• Photo sharing sites
• Etc.
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Is having conversations supported by online tools
The important thing in social media
As of September 2013:
71% of online adults use Facebook
18% of online adults use Twitter
17% use Instagram
21% use Pinterest
22% use LinkedIn
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Is the real people who use it
Europe is online More than 60% of individuals in the EU28 use the internet daily
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Who is where? What stakeholders are using what social networks?
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Online stakeholder mapping
• Who has influence over your project?
• Who needs to know about your project?
• Who has interest in your project?
• Who is impacted by your project?
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So where are my stakeholders online?
• Do they take part in online conversations at all?
• What type?
• On which platforms?
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• Doing your own research
• Using surveys
• Establishing demographics
You can find out by:
Establish your own map
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It doesn’t have to be very high tech…
Visualisation of your own social media landscape
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European Parliament Twitteropolis
Why should you use it?
ü It’s FREE
ü It’s FAST
ü It’s EASY TO USE
ü REACH
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Social media dissemination
• What is the purpose of your project (in 140 characters)
• What’s the point (of communicating)?
• What does your audience know about you?
• How does your audience use social media?
• What’s your one thing?
• How can you be human?
• How do you measure success?
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Worth thinking about at any stage
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Rules of engagement
• Use real words, not txt spk
• It’s not all about you
• Comment, take part in the conversation
• Take the time to listen
• Give credit where credit is due
• Be timely; immediacy is key
• If you can’t say anything nice – don’t say anything at all
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Seriously…
Overview of main platforms
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• Non profit sector use of social media
• Europe
Good social media
• Content. Content. Content
• Consistency
• All outlets are different
• Good planning
• Listen (don’t just shout)
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Takes
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Used for live coverage, events, news, alerts and stakeholder feedback
Engage on Twitter • Set up your account first and publish tweets before
following
• Be sure your project profile is complete, with photo AND link to website or blog
• Be consistent
• Be polite
• Promote news, articles
• Retweet to acknowledge other organisations, communities, influencers
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Twitter success
• Ask for help or ideas
• Bring tweets to life with photos
• Use #hashtags for events
• Engage; don’t just broadcast
• Create lists
• Manage Twitter with Tweetdeck (or Hootsuite)
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Pros • Most popular business social networking site
• Professional
• OK to talk business
• B2B discussions in Groups
Cons • Lots of noise in Groups
• Limited interaction
Hands on • Personal profile vs Project page vs Groups
• Use professional profile (+ photo, logo)
• Write keyword-rich headline and updates
• Think SEO
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Used for Professional Networking, Groups, Recruitment
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Pros • Easy to use • Most popular • Easy to generate buzz, contests, etc. • “Like” button used all over the Web Cons • Low business page visibility • Platform changes without notice • Privacy concerns Differences between • Official Page (Business, Brand, Organization, Public Figure) • Community Page (Generate support for a topic or cause) • Group Page (Professional interest or hobby)
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Facebook success
• Always remember your audience • Keep it short
• Use photos • Ask questions to increase engagement
• Engage, engage, engage
• Be sure to get your vanity URL www.facebook.com/username • Give people a reason to come back
• Make it fun or at least educational • Highlight your most important posts
• Link to current events
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Tips
Developing your online community
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Leveraging multipliers, quotes and comments
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• Connect people with people
• Share things yourself and moderate conversations
• Solve a problem
• Ask questions to solicit information
• Continually cross-fertilise across other platforms and communications
• Keep it positive
• Handle negative posts
Good online practice
• PLAN
• MONITOR
• ILLUSTRATE
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Lively, attractive and timely communications
Plan time in your work week
Facebook in 6 minutes a day
Twitter in 6 minutes a day
LinkedIn in 6 minutes a Day
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Best practice examples
Monitor Why • Effective public relations
• Manage crisis (sometimes it can backfire) • Benchmark your project
• Identify opportunities
How • Set up a monitoring folder
• Gather your tools (Tool Addictomatic, Social Mention, Samepoint, Twazzup, BackTweets, Blogpulse)
• Set up your search parameters
• Hootsuite/Buffer
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Illustrate • Picture are like a magnetic
force in social media (emotion)
• Mascotts (mailchimp)
• Human touch
• Shows validation (by peers)
BUT
• Use good or stock photo (getty images)
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Video story telling
A good story:
ü Is relevant to your audiences
ü Is usually about a person or people
ü Carries an underlying message
ü Offers a lot of details
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Put persuasive story telling to work for your project
Effective content management
ü Content Calendar
ü Weekly/Monthly Themes
ü Curation Platforms
ü Flickr Users
ü Over App
ü Repurposing Content
ü Staff Accounts
ü Community Asks
ü Google Alerts
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ASK, GIVE AND THANK
Latest online trends • Visualization of online conversations
• Editorial planning
• Emerging sites
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Editorial planning
• Timelessness
• Packaging
• Knowing your audience
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Create shareable content Have a plan
• Defining audience interests and specific needs
• Define nature of the content to use (short articles, long-form pieces, blog posts, online tools, profiles, and social media hooks)
• Contribution (identify potential content creators, such as staff writers or freelancers)
Make social media work for you
• Use social media every day to learn and share • You do not need to be on all platforms; pick a couple
• Always engage; be generous • “Think” social media; make time for it!
• Keep learning
• Know your objectives and social media goals • Choose social networks (where is audience?) and automation
tools (Buffer?) • Make sure your profiles rock
• Always share great content
• Engage with people; don’t just broadcast
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End-of-Project specific tips
• Live tweet at event(s)
• Circulate outputs
• Thank stakeholders
• Focus on what is relevant
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Summary
ü Plan, monitor, illustrate
ü Ask, give, thank
ü Use the tools
ü Be human
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List of things to remember
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Learning session Visualisation
What is different today from last year?
How are you using this social media strategy?
Who is working on this and what are they doing?
How do they feel about it?
How do you feel about what is happening?
How do you know your plan is working?
What evidence do you see of the impact of your social media plan?
What do you hear from partners, stakeholders?
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Learning session – Rewriting History
Using the Twitter framework provided, sketch out the stages of the event. Include planning activities, getting ready, preparing the space, sending invitations, and any post-event activities or information, as well as the event itself.
Think about each stage that you have just described. What messages could have gone out on Twitter at each stage? Who would be the best person to have sent them?
When composing your messages, think about who you are trying to reach and why you want them to see each tweet. Are you building excitement? Reporting on actual events? Getting the word out? Showing off your speakers? Tailor your messages to fit the intended task.
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Instructions
For More Information
Anne-Sophie DUCHENE
Clays Communications
www.clayscommunications.eu
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