Integrating social media with Soccer Aid example

Putting social media at the heart of your organisation

Laila Takeh @spirals

Context: UNICEF UK

• Fundraising individuals, corporates, gov & trusts

• Advocacy policy, campaigning & programmes

Our Digital First Journey

Source: Stanford Social Innovation Review Oct 2011

Capacity buildingEmbed

Skills matrix

•All

•External facing

•Champion

•Super user

GuidelinesEmbed

An example

Bought media

Email Search Adverts AffiliatesMobile

Owned media

Website

Earned media

Social

Objective 1

Objective 2

Objective 3

Objective 4

Partners

Integrated plans

Content prep

1. What do we already have?

2. What worked best last time?

3. Where can we get more?• Field trip planning• Celebrity requests• Other offices

Engagement prep

Some of the activity…

Some key lessons

• Integrated from the start

• Celebrities extend reach & pull

• Be simple with calls to action

• Have a calendar – drip feed over time

• Empower don't control

Thanks

Laila Takeh @spirals