1. Understanding the power of online channels
Jacqui Darlow
Head of Digital

3. Old thinking ONLINE CHANNELS Who you are What you do Why you do it
How they can help you!

4. 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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6. 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

7. 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?

8. Fans Followers & Likes …
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Fans Followers & Likes …
– monthly views: 600k
1 MIllion k k k k

9. One story, thousands of views…

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cross-post

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One piece of content can go a long way!
YouTube
File

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The video reached over 1m on FB…
* WITH SPEND *

13. SOCIAL MEDIA Used the same video in a newsletter email to 600k…
Was seen on YouTube over 11k times.

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We asked lots of local councils and other accounts to share the content, always including #dogstrustthebigscoop!

15. #dogstrustthebigscoop

16. 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

17. Keep your audience engaged
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Keep your audience engaged
Fundraising
Job vacancies
Cute / funny photos
Like minded charity news
News articles
Current Campaigns

18. Keep your audience engaged
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Keep your audience engaged
Fundraising
Job vacancies
Cute / funny photos
Like minded charity news
News articles
Current Campaigns

19. Facebook Twitter Instagram
Keep up with the current hashtags…
#mondaymotivation #tongueouttuesday #waggywednesday #thursdaythoughts #thorwbackthursday #fridayfeeling #FURidayfeeling #sleepysaturday #staffiesunday…

20. Facebook Twitter Instagram

21. Facebook Twitter Instagram

22. Facebook Twitter Instagram

23. Instagram

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25. 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!

26. 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!

27. Templates save you time!
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Templates save you time!

28. Templates save you time!
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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

29. Get awkward people offline
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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

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Dealing with customer queries
…Direct them to a link

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Dealing with customer queries
…Direct them to a link

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Dealing with customer queries
…Direct them to a link

33. 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!

34. 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!

35. Instagram
@dogstrust

36. Jacqui Darlow @jacquidarlow
THANK YOU
Questions? Contact Us!
Jacqui