Ok so you have made it, your organisation has set up profile on social media channels. How can you make them work for you and the community around you? Whether you are a for-profit or not for-profit, it always boils down to storytelling.

1. Creating Engaging
Content
kathleen holmlund | digital strategist
Monday 16 September 13

2. Social Media Content
1. Original content from your organisation (news, blogs,
photos, events, video, tweets, etc)
2. Share content from other online sources
3. Content shared by fans/followers/etc of your social media
profiles
kathleen holmlund | digital strategist
Monday 16 September 13

3. 1. Generating Original Content
Where to start?
kathleen holmlund | digital strategist
Monday 16 September 13

4. Try publishing around 80% original and curated content that
provides value to your followers and no more than 20%
promotional content. Relevant Content!
That means a mix of content related to your products or
services. All too often we see Pages that post about random
topics that are totally unrelated to their business. Don’t stray too
far off your topic!
kathleen holmlund | digital strategist
Monday 16 September 13

5. What makes good content?
Reveal secrets Dreams can come true
David defeats Goliath
Tell us we are right
Challenge our assumptions Wanting to belong
kathleen holmlund | digital strategist
Monday 16 September 13

6. Tell us a storyRemind us that we matter
Keep us on our toes
Inspire us to action
Make us laugh Make us cry
Elements of a good story
kathleen holmlund | digital strategist
Monday 16 September 13

7. kathleen holmlund | digital strategist
Monday 16 September 13

8. Stories are the way that humans make sense of the world.
We are people connecting with other people.
Storytelling is about emotion. Remember, it’s great to share facts
and figures, but often, sharing that information wrapped in a
story is a better approach.
Find a voice.When people connect with your page, you want it to
be in an authentic way. How do you do that?Talk to them like
they're your friend.
kathleen holmlund | digital strategist
Monday 16 September 13

9. March 30
Test Page Post Example
Presenting the stats
11,567 266 874874
Food shortages in Malawi are affecting more than three million children. In Zambia, severe rainfall deficits
have resulted in a 42% drop in maize production from 2000. As a result, an estimated three million
Zambians face hunger. Four million Angolans — one-third of the population — have been forced to flee
their homes. More than 11 million people in Ethiopia need immediate food assistance.
kathleen holmlund | digital strategist
Monday 16 September 13

10. March 30
Telling the Story
Test Page Post Example
Any money that you donate will go to Rokia, a seven-year-old girl who lives in Mali in Africa. Rokia is
desperately poor and faces a threat of severe hunger, even starvation. Her life will be changed for the
better as a result of your financial gift. With your support, and the support of other caring sponsors, Save
the Children will work with Rokia's family and other members of the community to help feed and educate
her, and provide her with basic medical care.
11,567 266 874874
kathleen holmlund | digital strategist
Monday 16 September 13

11. Ok, so what are some of your stories?
• Tell your organisation’s story
• Tell your employees’ stories
• Tell your customer/people you are helping/
volunteers/etc. stories
• Inspire the aforementioned to tell their stories
• Use images more
• Use videos more
• Be human
kathleen holmlund | digital strategist
Monday 16 September 13

12. Remember, a story can use many delivery forms:
kathleen holmlund | digital strategist
Monday 16 September 13

13. Blogging & Articles
• Define relevant categories to
blog on (news, commentary,
etc)
• Identify authors &
contributors
• Incorporate other media
• Establish an editorial calendar
Consistent blogging helps establish you as an authority in your area
kathleen holmlund | digital strategist
Monday 16 September 13

14. Power of Video
http://www.youtube.com/watch?v=Q5Tt5JSRsOc
kathleen holmlund | digital strategist
Monday 16 September 13

15. http://www.youtube.com/watch?v=xn3mMmy_ghY
Video
kathleen holmlund | digital strategist
Monday 16 September 13

16. “We tell non-profits all the time:
Photos are everything.”
- Libby Leffler
Facebook’s strategic partnerships manager
kathleen holmlund | digital strategist
Monday 16 September 13

17. the human brain processes images
60,000 times faster than text
user engagement with image &
video posts increased by 65% the
first month of FacebookTimeline for
brands
publishers who post infographics
show 12% more traffic growth than
those who don’t
kathleen holmlund | digital strategist
Images
Monday 16 September 13

18. Here is the proof!
kathleen holmlund | digital strategist
Monday 16 September 13

19. The Viral Power of Images in Social Media
Includes 10 tips on how to use images
kathleen holmlund | digital strategist
http://www.slideshare.net/katholmlund/the-viral-power-of-images-in-social-media
Monday 16 September 13

20. Four More Years
kathleen holmlund | digital strategist
Monday 16 September 13

21. Cat Power
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Monday 16 September 13

22. Infographic
Monday 16 September 13

23. Combination Text/Image
kathleen holmlund | digital strategist
Monday 16 September 13

24. Combination story with image & text
kathleen holmlund | digital strategist
Monday 16 September 13

25. Listen and monitor what is going on online:
• Follow tweets, posts, etc, by influencers in your field
• Subscribe to blogs
• Use a feed reader like Feed.ly
• Google Alerts
• Follow #hashtags
• Use bookmarking sites like Scoop.it and StumbleUpon
• Keep an eye out for other sharing tools and news aggregators
Share content from other online sources
kathleen holmlund | digital strategist
Monday 16 September 13

26. Images on the Cats Protection League NI Facebook Page
Encourage fans to share content
kathleen holmlund | digital strategist
Monday 16 September 13

27. •
Story Time
Story Idea Medium Used Social Media Platform
Schedule a story brainstorming session in your organisation
kathleen holmlund | digital strategist
Monday 16 September 13

28. Create an Editorial Calendar
kathleen holmlund | digital strategist
Monday 16 September 13

29. Plot out the following:
• Significant National holidays
• Significant dates in your organisation’s calendar
• Various campaigns
• Upcoming events (either by your org or other
relevant orgs)
• International Days (e.g. Human Rights Day)
• Silly holidays (e.g. Nutella Day)
Then, get creative: start creating original
content
Create an Editorial Calendar
kathleen holmlund | digital strategist
Monday 16 September 13

30. Monday 16 September 13

31. Thank you for your time and attention
kathleen holmlund - digital strategist
www.kathleenholmlund.com
You can connect with me on any of the platforms below
by clicking on the little button icons
Monday 16 September 13