#ASGC2015 Social Media Workshop Plan Introduction Platforms & demographics Activity 1 Facebook & Twitter Post Audience journey Activity 2 Plan your event journey Dos and donts Concerns & online safety Overview Platforms and Demographics Girlguiding Social Media
Over 33k Facebook likes 93% female, 47% are 25 to 44 years old & mostly Leaders Over 28k Twitter followers 90% female, average age of 19 & 34% in London We use Facebook insights and tools like Riffle/Demographic profiles on Twitter with Hootsuite to monitor our audience Do you know your audience? As you can see, unsurprisingly, our audience is mostly female but the big difference is where age groups have conversations. Our audience on Facebook is older and we know its where our Leaders like to discuss guiding.The average age on twitter is much younger with a real interest in campaigns and social action. If you look after your own Facebook page, click on insights and have a look at your people tab it can tell you about the people who like your page, the people youve reached and the people youve engaged with over the past 28 days. If you look after a twitter account its a little harder but there are lots of free apps out there with some supported by scheduling tools like Hootsuite (ask if anyone uses it and explain a little about it). We use tools like Riffle or Demographic Profile. You can also have a little fun and look at a site like YouGov profiles and look at the kind of audience who like guiding or scouting it will show you all sorts of interesting facts! Facebook The perfect place for sharing stories from your activity centres and showing people why they should come a gallery from an event, a blog from someone who visited or a video of past event. Remember to always include a call to action a link so people can find out more, book to come along or ask a question so you can get opinions! Thanks to our audience knowledge, we know Facebook is a great place for sharing the stories and the successes of our members making our Leaders proud to be part of guiding and encouraging engagement when we ask for their input. For you, its a place to start telling the story of why people should attend an event at your centre. The more visual the better as these posts are always more popular in the same way your eyes will be drawn to a fun advert! The biggest thing people forget is making sure each post you do has a clear objective.. Are you asking a question for research? Are you wanting people to book an event? Once you have decided this, you can construct your post with a clear call to action Book now! Tell us what you think! Follow the link to sign-up Watch this video and share with your friends Etc. Twitter Twitter is a really easy place to network and spread the word about what you do! You can target everyone from people who have been to your venue before to businesses you can build meaningful online relationships with. Why not live tweet from an event tagging in others so people can get a sense of what its like to be there? Remember to be concise - youve only got 140 characters. As I mentioned when I talked about audience, the followers tend to be younger on twitter, engaged in social action and campaigns and active in their community and you are more likely to engage with other key stakeholders like MPs, journalists etc. For you, experiment by tagging in local businesses you work with already and get them to share your events too. This could be a supplier, local transport provider or company that has hired your venue. You should always uses pictures on twitter and video if you can although remember you can only add snippets or links to a video hosting site. Think about what you say during an event so people feel like they are live tweet the fun as sometimes just a picture of the food on offer or the entertainment going on can have a real impact but remind people its going to be happening! Its daunting at first due to lack of space but sometimes the shortest tweets can have the most impact. Dont just make up silly hashtags and expect people to use them. Use established themes if you can especially things like #ThrowbackThursday #TBT #CharityTuesday etc. and if you do have an official hashtag for your event, make sure its on all your advertising running up to the event along with Facebook and Twitter links so people know to join in. Unlimited text but keep it snappy Clear call to action Add a fun photo
Activity 1 In pairs Write a tweet: 140 characters Hashtag #ASGC2015 A link up to 23 characters A photo 23 characters Write a Facebook post: Unlimited text but keep it snappy Clear call to action Add a fun photo OK, now its your turn. If you have a twitter or Facebook page, feel free to use these and send a post out about being here today but if not, add your ideas to the worksheets Firstly, Id like you to write a tweet. Once you add a pic and a short link, it will only leave you 94 characters to write your message so try to keep it short and sweet. Make a strong statement & perhaps ask a question or add a quote from this session and you dont have to add hashtag to the end, you could use it in the middle of a sentence. Dont tweet anything until we go through these together! Once youre happy with your wording, move on to constructing a Facebook post. You have unlimited text but think about how it will appear on mobiles. The rule of thumb I like to follow is using 3 sentences Grab attention We know our members love a great party! Add details This October, BIG GIG returns to Wembley and you could be there with your unit. Call to action Follow the link below to book your tickets today Think about inclusive language, what picture you will add and if your language is clear and simple for all to understand. Instagram You can use Instagram to give your audience an exclusive look behind-the-scenes of your events/venue. Share fun pics from backstage, videos of site set-up or attendees. Most of you will mainly use Facebook and Twitter as they are the easiest platforms to schedule posts on in advance and maintain on a daily basis. We like to post at least one message on Facebook per day and aim to have at least 2-4 tweets everyday along with responding to queries, RTs and engaging with people who have shared pics etc. We also have an Instagram account which is great when we are running events to take our followers behind the scenes. We have a much younger audience on instagram which includes the teenage members at our events like BIG GIGs so this is the best place to share videos of acts, backstage pictures andsilly things like food. One of our most popular pictures was a girls Girlguiding manicure she had done for the Queens Guide Award so think outside the box. The use of filters can make the most boring picture more fun and according to stats, the most popular filter for likes is Mayfair. Make sure you tag in any acts you are talking about and you can use more hashtags than twitter so use an official tag and experiment with popular tags like #fun #love #friends etc. You can use Twitter hashtags on Instagram, which can be very useful for people who want to explore your events. YouTube YouTube is an area we want to develop more in the new year as we have lots of videos but not all have been shared on other platforms. We used it during BIG GIG to share an exclusive video our YouTube star hosts did for us and it was really well received but you could host videos of your events on this page and let people see how exciting your events have been. Maybe instructors delivering vlogs on the activities you offer could be something fun to try and then these videos can be shared on Facebook and Twitter! YouTube is a great video hosting site where you can upload videos to share to your other platforms. Girlguiding uses our site to host videos of activities, footage recorded for us by acts appearing at BIG GIG etc. and trailers for up and coming events. Audience Journey Top Tips
Attract attendees Convert to booking Pre-event At the event After the event Tell everyone about your event make it something they dont want to miss! Thank people for coming, encourage feedback & ask them to advocate up and coming events Keep the booking process simple & be there to answer queries! When you use social media to launch a new event think about the audience journey From the moment you announce the event, make sure it sounds like something people dont want to miss- use exciting language that is inclusive! We find that the more complicated the booking or sign-up process for something, the harder it is to convert interest into bookings. We have lots of people click through to a web page but if your form is too complex, people will get frustrated. Make it simple and have various ways as some people like forms but others prefer calling oring direct. Build the excitement for those who book and those unsure by drip feeding information about the event the line-up, the food, the activities. Make it easy for people to organise and supply tips on what to wear/bring, travel advice and any other FAQs. Ask people what they are most looking forward to and other questions before! If you have a hashtag, make sure people know, its on all your advertising and what they can use it for. During the event, make those involvedfeel appreciated by encouraging interaction and sharing of pics/videos/opinions, ask questions online & use their quotes if speaking to them face to face. For those who couldnt attend, show them what they are missing! Finally, after the event thank people for coming and tell those who missed out how to book for the next event. Encourage people to come again and tell their friends! Share pics, videos & stories live & ask people to share their content Get your attendees excited about coming! Whats the schedule? FAQs etc. Dos Do use engaging media! Photos increase engagement by 35% & videos by 82% Do retweet and reply to key influencers, other activity centres Do ask questions and respond to others questions. For example, if youre sharing a quote add do you agree? or ask if anyone has any tips. Do stay positive. Negativity goes down poorly on Twitter, although considered criticism is fine if voiced constructively. Do have clear objectives and calls to action what do you want to achieve with each post? Donts Dont forget, if you start a tweet with a handle, add a full-stop before e.g. Lovely to meet you at #ASGC2015 otherwise your tweet is less visible. Dont be too robotic or commercial sounding - keep it classy, keep it consistent, be human. Dont forget to check your grammar and spelling - look twice, tweet once. Dont make people feel left out use inclusive language, avoid phrases like keep an eye out and best foot forward Dont take it too seriously a good sense of humour is key! Concerns & Online Safety
OK, finally lets look at Concerns and Online Safety. More and more people are using social media as a tool to complain or raise concerns with us. Its great to see this but sometimes its not easy to know how to respond and know when enough is enough. Concerns How do you deal with them? Is it a question that needs to be answered or just an opinion? Be timely and polite keep them informed of progress Try to take conversation offline direct to You dont have to continue conversation once reply is given Is it a question you really need to answer? Sometimes people will post a statement that they just want to get off their chest. Only respond if you think you can help them and defuse any potential issues. If it is clearly a question that needs to be answered and you know what to say, respond quickly and politely and if needed, direct them to anaddress if they want more details so you dont have to get into a long public conversation. If you need more details from them, always make sure you ask them to do this in private as a message on Facebook or direct message on twitter. If you are unsure how to respond, let them know you will look into their query and respond ASAP and then seek advice. This way you can ensure you are not committing to anything but letting them know they have been heard. Once you have the answer, respond as above. Most of the time, people are grateful for a response and will thank you but if they have any further complaints, try to take the conversation offline by directing them to an. You cant always please everyone though and some people will try to continue the conversation. Its OK to stop responding if you have done everything possible to help. Online safety How to report something? Twitter:
Monitor your privacy settings and stay up-to-date with platform changes. Make sure you have correct permissions for any media content (Photo/Video). How to report something? Twitter: If you see anything offensive, you can block the user! If you receive a tweet which is offensive, you can report Click on next to favourite star on the tweet Select report from drop down menu Choose the type of report you want to make Facebook: If you see anything offensive, delete and ban user from page Report abuse using drop down menu in corner of post Facebook and Twitter has a tendency to change their settings all the time. Make sure you stay up-to-date with any changes although most of you will be looking after public pages anyway, you can set profanity filers to limit offensive language. If you are sharing images or videos from events, make sure you have all the correct permissions in place before you share them. From time to time, especially on public pages, you might notice someone has posted a link to a dodgy website or made an inappropriate comment on a pic/post. Make sure you report, block and delete as soon as possible so the image of your page is not damaged. You should also make it clear that bullying or offensive language is not tolerated on your page by keeping a close eye on conversations and reporting anyone who takes negative comments too far. You want to encourage people to share with you in a safe and fun environment. Get to know your audience Keep messages clear and simple
Overview Get to know your audience Keep messages clear and simple Use varied media for impact Take your audience on a journey Clear call to action & objective Stay positive Have fun! THANK YOU!