The presentation was a workshop at Evolve 2014: the annual event for the voluntary sector in London on Monday 16 June 2014. The presentation was chaired by Karl Wilding, Director of Public Policy, NCVO and looks at how CEO use social media to help their charities, social media etiquette and two nonprofit CEO case studies. Find out more about the Evolve Conference from NCVO: http://www.ncvo.org.uk/training-and-events/evolve-conference

1. Workshops
AM4: Social media for leaders
Chair:
Karl Wilding, Director of Public Policy, NCVO
Speakers:
Zoe Amar, Charity Marketing and Digital Communications
Consultant
Vicky Browning, Chief Executive, CharityComms
Deborah Alsina, Chief Executive, Bowel Cancer UK

2. How charity CEOs can build a powerful
social media presence
‘Leading the risk profession through delivery
of education and life long learning’

3. ‘Leading the risk profession through delivery
of education and life long learning’
• The Top 30 Charity CEOs
on Social Media Awards
reached 1.5 million
people on Twitter
• The #socialCEOs hashtag
had 3.5 million
impressions

4. What social media can do for you

5. What we’ll be looking at today
• How can CEOs use social media to help their
charities?
• Examples of two nonprofit CEOs making the most of
the main social media platforms and what we can
learn from them
• Social media etiquette and risks
• Measuring success
• How will I find the time?

9. Do’s and don’ts on social media
DO:
• Be yourself
• Try things out
• Listen as well as talk
• Share ideas
DON’T:
• Spread yourself too thinly
• Say anything you’d think twice about in real life

10. Characteristics of the top 30 CEOs on
social media

11. Measuring your success
• Set goals
• Measure numbers of retweets, clicks on links and new
followers using Bitly or Buffer
• Keep an eye on the number of influencers connecting to
you on social media

12. How can I use social media efficiently?
• Decide what you want to achieve from it
• Prioritise ruthlessly (including channels)
• Use apps and check it on the go
• Share what you’re doing with your organisation

13. Thanks for listening
Zoe Amar MCIM
Director, Zoe Amar Communications
zoe@zoeamar.com
077 644 98168
@zoeamar
www.zoeamar.com

14. Social media for leaders
Vicky Browning
Director, CharityComms
@browning_vicky

15. 10 Cs of social media
* CharityComms
* A confession
* Some cursing
* A caveat
* A caution
* A chart
* Some cats
* Some comfort
* A challenge
* Collateral

16. About CharityComms
Our vision
Our vision is for effective and inspiring
communications to be at the heart of every
charity’s work for a better world.
Our purpose
We improve the standard of communications and
champion its role in the sector. We represent,
support, inspire, connect and inform our members
and the wider charity communications community.

17. A confession
I am a social media curmudgeon

18. Some cursing

19. A caveat
Social media matters – get over it

20. A caution
Social media is (just) another communications
channel: normal rules apply
What do you want to get out of using social media?
* Who is your audience?
* Where are they?
* What do you need to say to them?
* What do you want them to think, feel, do?
* How will you measure how well it’s going?

21. A chart: the social media landscape

22. What the different social media channels are for

23. Some comfort
It’s not as scary as you might think

24. A challenge
Do some homework, take a deep breath and
have a go

25. Collateral
CharityComms’ Guide to Social Media for Charities
charitycomms.org.uk; Techs, thugs and %*&$ing trolls
CharityComms’ peer support scheme
@CharityComms

26. Thanks for having me
Vicky Browning
Director, CharityComms
charitycomms.org.uk
@browning_vicky

28. Charity of the Year
2013/2014
What I’ve learned & gained
from using social media!
Evolve 2014
June 2014
by
@Deborahalsina
@Bowel_Cancer_UK

29. Charity of the Year
2013/2014
What I’m going to talk about
•Introduction to bowel cancer in the UK & Bowel
Cancer UK
•How I started – what I’ve got right/wrong
•What I / the charity/ bowel cancer patients gain
•Some examples of positive outcomes due to social
media

30. Charity of the Year
2013/2014
Who we are & what we do
Bowel Cancer UK is
determined to save
lives and improve the
quality of life for all
those affected by
bowel cancer

31. Charity of the Year
2013/2014
Incidence
1,156 people per year
Mortality
403 people per year
Incidence
2,354 people per year
Mortality
899 people per year
Incidence
3,967 people per year
Mortality
1,501 people per year
Incidence
33,218 people per year
Mortality
12,905 people per year
Bowel cancer today

32. Charity of the Year
2013/2014
Why and what ?
Why?
- To explore ways of communicating about the
disease
- To understand social media & its value
- Because I was pushed!
What?
•Twitter
•LinkedIn
•Blogs

33. Charity of the Year
2013/2014
What I was told…
• Succinct policy tweets only
• Engage in conversation
• Share information
• Separate your work twitter personality from
your personal self
• Be yourself - ensure you are authentic

34. Charity of the Year
2013/2014
The beginning
• I wasn’t clear about my audience
• Wasn’t clear what I should tweet
• Nervous about my online personality
• Felt anxious when I was unfollowed
• Followed too many people
• Tweeted too much/too little
• Result: STRESS!

35. Charity of the Year
2013/2014
My target audience
• Those closely affected by the disease
• Supporters of Bowel Cancer UK
• People interested in bowel cancer (including health
policy experts and clinicians)
(Secondary: other charity professionals)
Also follow:
• News sources

36. Charity of the Year
2013/2014
What do I gain from twitter?
Insight &
motivation

37. Why does it ma

38. Charity of the Year
2013/2014
Neil
“The whole journey of losing a partner and best friend
is very odd. At first the shock protects you a little.
Then you throw yourself into work with unbelievable
mania just to avoid thinking about it.
Only now 10 months on has reality kicked in. The
loneliness is awful, the sense of there being no purpose
to anything any more is high
I am sure this is all part of the process but it is such a
painful part”

39. Charity of the Year
2013/2014
Shared experience
Aims to:

40. Charity of the Year
2013/2014
What else?
• Immediate reaction
& consultation
• Ideas
• Health policy abridged
• News in a flash
• Networking - even
gained a skydive
partner

41. Charity of the Year
2013/2014
What does the charity gain?
• Supporters, media case studies, volunteers
• Amplify key messages & promote
engagement
• A human ‘face’ rather than simply a logo
“Definitely a positive thing gives the charity a human face &
instant contact when people are most in need” Karen
“Reason I got involved” Rachel
`Makes me feel much more connected to the charity and wanting
to help you change things` Charlotte

42. Charity of the Year
2013/2014
Any value for patients?
`having bowel cancer or knowing someone that does can be a
lonely place, even now it is comforting. Keep up the fantastic
work!` Simon
`Patients are often in a desperate situation and you have buckets
of compassion and a huge desire to change things, which comes
across.. Is very positive effect for Bowel Cancer UK` Paul
`Dawn and I really appreciated your kindness and support in our
darkest hour` Dave

43. Charity of the Year
2013/2014
When it works

44. Charity of the Year
2013/2014

45. Charity of the Year
2013/2014
What does Twitter give

46. Charity of the Year
2013/2014
Katie
“Cancer has taken everything away from me
and I hate it. I hate that it’s making me
bitter and emotional, I hate that it’s given
me no hope, I hate that it’s made me weak
and dependant on people and, most of all, I
hate that it’s going to take me away from
my kids and family.”

47. Charity of the Year
2013/2014
This Morning

48. Charity of the Year
2013/2014
#Never2Young

49. Charity of the Year
2013/2014
#Never2Young: launch month
55 case studies
Campaign films – nearly 4000 plays
164 radio and TV interviews,
39 pieces of national and local press,
Substantial online press coverage
#Never2Young – used in 2,651 tweets, reaching
c.141,351 people
Website visits – Up
Helpline calls - up
(Since launch: £100K income)

50. Charity of the Year
2013/2014
• In summary
• Highly recommend engaging in twitter
• Be yourself
• Define your audience & how that helps your charity
meet its mission
• Integrate it into your marketing & communications
strategy.
• Don’t just broadcast, talk to people
• Don’t let it stress you out!

51. Charity of the Year
2013/2014
I can’t wait to:
... wake up and not have cancer as my first thought
... be able to dye my hair!
... get all dressed up and dance all night
... feel like 'me' again
… have the energy to be a better Mummy
… be able to wash my hair and not see loads of it in
the bath tub
… watch my beautiful little girl grow up
... experience my healthy and exciting future
Charlotte

52. Charity of the Year
2013/2014
Thank you
Deborah Alsina
Chief Executive
Deborah.alsina@bowelcanceruk.org.uk
020 7940 1768
@deborahalsina

53. Evolve 2014