Delivering effective campaigns through social media

THINK!

7,817 followers (up 5,000) 76,616 page likes (up 22,000)

Know your audience •

Who are you targeting?

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What are they saying?

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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 • 6 billion hours watched per month • 40% of traffic comes from mobiles • Great for news • Bad for long form • 15m UK users • 44% have never tweeted • 70% male • 25 – 34 years • 13 – 20 years • 70% female

Define your tone of voice • Knowledgeable • Involving • Authoritative not authoritarian • Open and inclusive • Conversational • Thought provoking • Chairing the debate • Caring

Developing engaging content

There are roughly 7,500 Tweets every single second. What makes great content?

•Add value - entertain, inform •Make it visual – use images, videos •Ask questions •Ask for an action

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 • Scheduling tweets and Facebook posts at optimal times • Monitoring hashtags

THINK! Followers

• 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

Advertising on social media

Organic reach is dropping!

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

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 Engagement Sentiment How many?

What did they do?

What did they say/feel?

• 890,880 total • 48,896 organic • 841,984 paid • 3,425 likes • 101 comments • 707 shares

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

Impact What did they do as a result?

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 advertising https://econsultancy.com/blog/64674-how-to-market-your-branded-facebook page?utm_medium=email&utm_source=Econsultancy&utm_campaign=3968472_1180-daily-pulse-uk 2014-04-10&dm_i=LQI,2D23C,FJNMI4,8KO1Q,1#i.thz645ilvfm011

• Latest social media happenings • General facts and figures on communications