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Digital Strategy
Craig Dwyer
@DwyerCraig
for recruiting, mobilising & organising volunteers
@forachange_org
About MeSocial Media Director, Yes EqualitySocial Media Manager, Newstalk
Co-Founder, Transparent Referendum Initiative
Fellowship, Social Change Initiative
Better Communicators.
Better Campaigners.
Agenda
● Social media use
● Digital Strategy
● How to achieve this
● Case Study: Yes Equality
● Useful Resources
.
Social Media use in Ireland● On average, Irish people spend 1.31 hours on social media
each day.
● 65% of Irish people use Facebook. Of those, 69% use it daily.
● 32% of Irish people use Instagram. Of those, 51% use it daily.
● 29% of Irish people use Twitter. Of those, 37% use it daily.
Digital Strategy
Recognise
Resource
Realise
● Promote and amplify your content
● Reach new volunteers
● Mobilise and motivate existing volunteers
● Ensure effective communications with networks
.
Engaging different groups online will require different
messages on different platforms. Think about…
● Age group
● Gender
● Interests
.
How you frame your message / ask can determine a
person’s decision to engage. You need to:
● articulate the issue in a compelling and authentic way
● appeal to people’s values
● show how things can improve
● outline what a person can do to help achieve that.
For different platforms you will
have different objectives and
audiences, requiring different
content...
.
Engaging, informative, and shareable content that
promotes key campaign messages will inspire people to
take action.
Set a positive tone...
.
Campaigns must make it as easy as possible for people to
participate and show their support.
● Call-to-actions
● Provide a spectrum of participation
● Listen to the conversation
● Interact with your audience
.
It is important to know what counts as meaningful
engagements for your campaign...
● Set yourself goals
● Monitor progress
● Adapt accordingly
.
How to achieve this?
Show Appreciation
Be clear with your ask
Utilise Volunteers Skills
Utilise Volunteers Skills
Volunteer Management Tools
Volunteer Management Tools
Volunteer Management Tools
Case Study: Yes Equality
Empower People
Communicate and Organise Locally
Crowdsource
Useful Resources
Q & A
forachange.org @forachange_org [email protected]
