Social Media Probably the Best Tool for Volunteers to Lead

THE ACADEMY 2014 ANNA MUNSTERHJELM & JO DEMAN

@annamun #thesgacademy #KeyLearnings

After this session you will (hopefully)

1. Know the basics of content strategy and content planning. !2. Recognise and produce appropriate content for your target

group online. !3. Have ideas and inspiration on how to use social media as

a leadership tool. !4. Get started with your own content strategy or a content plan.

How to make young people not only

interested but also involved in not-so-cool

things? Case #kutsumua

& bullying in schools

AN EXAMPLE

23 000 photos in 7 days

by 3 hours of planning #kutsumua

Back to hello!

1. Who are you? !2. What social media content you liked/enjoyed/benefited from

recently? Why? !3. What is the most important strategic goal of your

organization/project right now?

Let’s start from the very beginning. What is leadership?

Leadership is making people

do things you want them to do.

(THE HARSH VERSION)

We have a problem.COMPARED TO A PAID LEADER

As a volunteer leader you will never have

enough time or possibilities to meet

all of your people.(SORRY.)

Luckily you have these!

And these.

Mission: Grow Scouting and Guiding

by 20 % in 3 years.

AN EXAMPLE

Having tools is actually nothing. You need to use

them right to produce good content.

Good content. Why does that matter?

Internet is full of publishers.

YOU ARE ONE OF THEM.

54 % of kids ask first Google, then their parents or teachers.

Internet is like home. We need to really BE there.

Time = value

Good content. What is that?

SPECIAL PRI

CE

JUST FOR YOU

MY FRIEND!!

Usually the target group makes it better by themselves.

Case Scout.Me.In

AN EXAMPLE

Good content = service• Good content is current and offers you new points of view. !

• Good content is not an advertisement. !

• Good content is meaningful for the target group. !

• Good content is communication between the user and the offer of some service. !

• Good content is not whatever & whenever & wherever. !• Good content makes your daily life easier (and funnier)!

Exercise #1 Social media

of the Academy: good content?

The Break. Coffee and love!

OK. What is this

content strategy?

Content strategy

TARGET GROUP

THE ORGANIZATION

!!

!VALUES NEEDS

PHENOMENA !

CONTENT CHANNELS ACTIONS

!

= finding things in common and using them.

VAPA

MED

IA O

Y

Content strategy

• Helps you to reach your target group online and catch them with content. !

• Makes your content producing (=Facebooking and tweeting) a lot easier and possible to delegate.

The 3 steps of making

a content strategy

1. Explore

STRATEGIC GOALS

TARGET GROUP

CHANNELS

COMPETITORS

RESOURCES

2. Analyze

MOTIVATION

NEEDS

LIKES

THEMES

TYPES OF CONTENT

3. Aand action!

CHANNELS?

PLAN

TYPES OF CONTENT?

RESPONSIBILITIES?

TONE OF VOICE

VISUALITY?

Exercise #2 Creating a social

media campaign for Scouting and Guiding

Let’s play you are a NSO/MO.1. We will give you a goal and a target group. !2. Think, discuss & decide (20 minutes)

• Your target group’s motivation to use internet? • What themes do they discuss online? • What social media channels do they use? • What kind of content do they like most in those channels?

!3. Make a social media campaign! (20 minutes)

• Choose one channel • Choose a type of content (picture, text, video, whatever) • Make a concrete example (a real or a paper version) • Be prepared to present your campaigns (3 minutes per

group) !

3. Present your campaign (3 minutes)

Something to bring back home with you:

Let’s create a content strategy

for your organization/project.

(A TO DO LIST, ACTUALLY.)

To do: My very own content strategy 1/3

1. Explore • Your strategic goals? • Your target group(s)? What do they do online? • What organizations are you jealous to? What do they do

online? • What present channels of communications will you

analyze? • Your resources? !

To do: My very own content strategy 2/3

!2. Analyze

• What motivates your target group to use internet? • What themes do they mostly discuss online? • What kind of content do they want to get and consume

on different channels?

To do: My very own content strategy 3/3

!3. Action!

• Choose your channels. • What kind of content will you produce to those channels?

Make a list of your types of content. • When and what will you post/tweet/launch? Make a plan. • Who will actually do it? Delegate.

Have we reached our goals today?

1. Know the basics of content strategy and content planning. !2. Recognise and produce appropriate content for your target

group online. !3. Have ideas and inspiration on how to use social media as

a leadership tool. !4. Get started with your own content strategy or a content plan.

That was it. Thank you! SOCIAL MEDIA @ THE ACADEMY 2014 ANNA MUNSTERHJELM & JO DEMAN

@annamun