challengepartners.org Digital Communications 21 st August 2014

Promote our work to schools and stakeholders (community engagement) Achieve individual project targets (e.g. review team attendance, school improvement purchases, challenge the gap recruitment) Better member experience – access at a click of a button rather than sifting through s Reducing time to explain our work Ability to articulate messages in a more engaging fashion (infographics, videos, case studies, blog, images, etc.) Real-time responses – (using social media to track the latest debates to ensure projects are up to date and relevant to the needs of the education system Looking outwards – Monitoring competitor activity helps us be aware that we’re not recreating something already out there Prioritises our workload – if there is little interest in a news/blogs about a specific project do we drop it and visa versa – follow up on mailchimp leads Talking to our members how they want to be talked to (they might prefer tweets than s or visa/versa. Might work off their ipads/iphones rather than desktop Why go digital?

Web Analytics (Google, Social Bro, and Bitly) Marketing Automation Platform (Mailchimp) CRM (Salesforce) Measuring Impact

Amount of unique visitors each month (1000 pcm March-August 2014) Search Engine Optimisation (SEO) – Measuring what users search to land on our website - what they are interested in Bounce rates –% of users leaving pages immediately after they have visited a particular page Google Analytics

Website Visitors

Social Media Website Blog Search Engine Marketing Offline Activities Update news, publications, events, workshops, project updates and blogs daily

Social Media Website Blog Search Engine Marketing Offline Update news, events, workshops, project updates and blogs daily One published each week between project leads.

Website – Update news, publications, events, workshops, project updates and blogs daily Blogs – Between project leads a blog is published each week showcasing our work. - Each half term all schools are ed with the latest project updates linking them to the website. Social Media – Two tweets a day linking to the website (weekly project tweets) Search Engine Optimisation – Using keywords at the forefront of content “Teaching Schools, School Improvement, peer reviews” to attract new users Offline – Termly meetings, events, and hard copy publications Activities

Tweet – 140 characters per tweet including links, mentions, hashtags Favourite – Indicating you ‘like’ a tweet (acknowledge rather than support) – favourites appear in a list on home page but not on followers feeds Retweet (RT) - An endorsement of another person/organisation’s tweet (appears on feed of followers) Modified Tweet (MT) Used to reword a tweet rather than directly retweeting Heard-Through (HT) Used to promote the others’ work that you find interesting Mention – Sending a message to or about another user Hashtag (#) Used to create/take part in conversations Twitter Terminology

1.Attach interactive materials (videos, images, graphs) – users more likely to follow and click on link and act - s4w. s4w 2.Draw links between your own work and other organisations (increase support and develop alliances of shared interests. 3.Engage with key followers/commentators with similar interests e.g. from Dave Bartram (550 followers) to Sam Freedman (11k followers) – increase reach of content Top 10 Twitter Tips

4.Tweet at optimum times (tweet, track, reword, repeat!) often 9am and 3pm each weekday 5.Use hashtags wisely! Take part in trending conversations ‘discover’ or use recognised terms – do your research – are many of your targeted audience using these terms? Top 10 Twitter Tips

Flag it – Notify EC/RL-J of activity to include in the weekly wire/weekly Post it – Add activity content with clear call to action ( xxx, download xxx, etc.) Mail it – Include in mailout to identified stakeholders (review community, ctg community, etc.) Tweet it – promote to external stakeholders increasing awareness Sell it (events) – advertise on eventbrite limiting administration Live it – tweet during activity – good photo op Blog it – Summarise activity capturing as a case study to engage more users Adding/promoting Content (7 steps to success)

Bitly enables you to track how many people are clicking onto your content – helps measures the value of your content/tweet - E.G 19 unique people clicked on a Hub Strategy article (9 , 10 twitter)E.G 19 unique people clicked on a Hub Strategy article (9 , 10 twitter) Bitly