Understanding the power of online channels Jacqui Darlow Head of Digital
Old thinking ONLINE CHANNELS Who you are What you do Why you do it How they can help you!
ONLINE CHANNELS New thinking Know your audience Who are they? Where are they? What do they want? Why do they want it? How do they consume it?
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SOCIAL MEDIA Why? Your supporters do! Free & quick Engaged, Involved, Inspired, Rewarded Appeals to least motivated Very regular communication Free or low cost advertising and increased traffic
SOCIAL MEDIA Where? Which are the most popular in your area / country? Who do you want to talk to? What do you want to say? How do you want to say it?
Fans Followers & Likes … SOCIAL MEDIA Fans Followers & Likes … www.dogstrust.org.uk – monthly views: 600k 1 MIllion 250k 106k 204k 9k
One story, thousands of views…
SOCIAL MEDIA cross-post
SOCIAL MEDIA One piece of content can go a long way! YouTube File
SOCIAL MEDIA The video reached over 1m on FB… * WITH SPEND *
SOCIAL MEDIA Used the same video in a newsletter email to 600k… Was seen on YouTube over 11k times.
SOCIAL MEDIA We asked lots of local councils and other accounts to share the content, always including #dogstrustthebigscoop!
#dogstrustthebigscoop
SOCIAL MEDIA Photos & Video Keep videos between 30 – 60 seconds! Monitor your comments Tag your videos Ensure it’s public Keep intro short / save for the end Good SEO In your descriptions Keep your channel up to date Use subtitles https://www.youtube.com/user/DogsTrust
Keep your audience engaged SOCIAL MEDIA Keep your audience engaged Fundraising Job vacancies Cute / funny photos Like minded charity news News articles Current Campaigns
Keep your audience engaged SOCIAL MEDIA Keep your audience engaged Fundraising Job vacancies Cute / funny photos Like minded charity news News articles Current Campaigns
Facebook Twitter Instagram Keep up with the current hashtags… #mondaymotivation #tongueouttuesday #waggywednesday #thursdaythoughts #thorwbackthursday #fridayfeeling #FURidayfeeling #sleepysaturday #staffiesunday…
Facebook Twitter Instagram
Facebook Twitter Instagram
Facebook Twitter Instagram
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SOCIAL MEDIA Facebook Logo, Cover Photo, Wall, Status Responding to every comment we can Links, tabs, easily accessible information It’s all changing! Stay alert!
SOCIAL MEDIA Tips & Tricks Use the sites personally Don’t ask directly for money often (you can ask for other things!) WISHLISTS! Respond and interact – don’t ignore! You are the voice of your organisation, keep that in mind Have fun and experiment, if it doesn’t work, try something else!
Templates save you time! SOCIAL MEDIA Templates save you time!
Templates save you time! SOCIAL MEDIA Templates save you time! Have pre-populated replies! We have… How to hand in a dog How to rehome a DT dog Neutering advice / microchipping advice How to donate blankets How to get in touch with Head Office
Get awkward people offline SOCIAL MEDIA Dealing with customer queries Get awkward people offline “I’m sorry to hear about your experience. If you’d like us to follow this up further, please email feedback@dogstrust.org.uk”
SOCIAL MEDIA Dealing with customer queries …Direct them to a link
SOCIAL MEDIA Dealing with customer queries …Direct them to a link
SOCIAL MEDIA Dealing with customer queries …Direct them to a link
SOCIAL MEDIA Facebook reviews You can report reviews that don't follow the Facebook Community Standards or don't focus on the product or service offered by the Page!
Instagram Be informative in your bio – inc contact Use your logo as your profile pic Link to your page on the website Use hashtags - @ the right people in Check comments and direct messages Keep active!
Instagram @dogstrust
Jacqui Darlow @jacquidarlow THANK YOU Questions? Contact Us! Jacqui Darlow @jacquidarlow Jacqui.darlow@dogstrust.org.uk 020 7833 7670 www.dogstrust.org.uk www.facebook.com/dogstrust www.twitter.com/dogstrust www.instagram.com/dogstrust www.youtube.com/dogstrust