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Understanding the power of online channels

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?

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Understanding the power of online channels

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

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

  3. ONLINE CHANNELSNew thinkingKnow your audience • Who are they? • Where are they? • What do they want? • Why do they want it? • How do they consume it?

  4. SOCIAL MEDIA

  5. Why? SOCIAL MEDIA • Your supporters do! • Free & quick • Engaged, Involved, Inspired, Rewarded • Appeals to least motivated • Very regular communication • Free or low cost advertising and increased traffic

  6. 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?

  7. SOCIAL MEDIA Fans Followers & Likes … www.dogstrust.org.uk – monthly views: 600k 1 MIllion 250k 106k 204k 9k

  8. One story, thousands of views…

  9. SOCIAL MEDIA cross-post

  10. SOCIAL MEDIA One piece of content can go a long way! YouTube File

  11. SOCIAL MEDIA The video reached over 1m on FB… * WITH SPEND *

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

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

  14. #dogstrustthebigscoop

  15. 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

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

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

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

  19. Facebook Twitter Instagram

  20. Facebook Twitter Instagram

  21. Facebook Twitter Instagram

  22. Instagram

  23. SOCIAL MEDIA

  24. 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!

  25. Tips & Tricks SOCIAL MEDIA • 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!

  26. Templates save you time! SOCIAL MEDIA

  27. Templates save you time! SOCIAL MEDIA • 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

  28. 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”

  29. SOCIAL MEDIA Dealing with customer queries …Direct them to a link

  30. SOCIAL MEDIA Dealing with customer queries …Direct them to a link

  31. SOCIAL MEDIA Dealing with customer queries …Direct them to a link

  32. 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!

  33. 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!

  34. Instagram @dogstrust

  35. Questions? Contact Us! THANK YOU 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

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