I'm co-running a workshop for charities about using the press and social media to promote your not for profit organisation. It's in Brighton in November, organised by Working Together Project. It includes a checklist for social media as part of the marketing mix plus five steps to running your social media campaigns. I've credited the images wherever possible - apologies if I've missed some.

1. A piece of cake?
Marketing and social media
Mark Walker, Consultant

2. Today
http://www.flickr.com/photos/colemama/5476978037

3. Tomorrow
http://www.flickr.com/photos/theilr/345056969

4. The day after….
http://www.flickr.com/photos/soheilk/4438771159

5. Outcomes
• Familiar/aware
• Planning
• Execution
• Measurement

6. A social media checklist
 Twitter  What do we want to achieve?
 Facebook  Who do we want to reach?
 Email newsletter  Who will help us reach them?
 YouTube  What is our message?
 SMS  What stories will we tell?
 Blog  Which tools will we use?
 LinkedIn  Where will we start?
 Flickr  What will we do?
 PR  What will we measure?
 Print  Who will be involved?
 Direct mail/post
 Advertising
 Other:

7. About you

8. Why social media?
Awareness
Understanding

9. Who uses social media?
• Young People • Your Volunteers
• Older People • Your Friends
• Wealthy People • Your Family
• Poor People • Your Funders
• People With Disabilities • Your Partners
• Geographic Communities • Your Customers
• Communities of Interest • Your Competitors
• Government • Your Suppliers
• Business
• Individuals
• Your Colleagues

10. Yes we can!
Facebook
Twitter
YouTube
Website/Blog
$$$
People
Skills
Charisma
http://www.flickr.com/photos/8832710@N05

11. Planning
Marketing Mix
Storytelling
Training
Policy
Budget
Meetings

12. Why social media?
Cost/Impact
Sharing Think
Accessible
DIGITAL!
by default
Engaging
Always on
Flexible
Empowering
http://www.nasa.com

13. Get to know social media
The tools
Integration

14. The right mix?
Ingredients
Flavours
Recipe
Skills
Experience
Familiar tools
http://www.freeimagearchive.org

15. The ingredients
• Print • Twitter
• Advertising • YouTube
• Direct mail • Website + Blog
• Press + PR • Email newsletters
• Events • Flickr, SurveyMonkey,
• Personal selling Slideshare, etc
• Seasonal sales • SMS
• Product development • Podcast
• Pricing
• Facebook

16. Tuning In
http://www.flickr.com/photos/richevenhouse/2012636456

17. Facebook
Use it for • Groups vs Fan Pages
• Interaction/Sharing • Frequency/Workload
• Promotion • Privacy
• Campaigns/Influence • Personal profiles
• Service Delivery – Staff, volunteers,
• Fundraising service users
• News • Measurement
• Events – Quantity vs quality
• Consultation
Questions to ask

18. Facebook

19. Twitter
Use it for • Which audience is it using
• Listening/learning it?
• News • What content will you link
• Sharing to?
• Fundraising • How frequently?
• Who and when?
• Measurement - bitly
Questions to ask

20. Tweetdeck

21. YouTube
Use it for • Which audience is it
• Explaining relevant to?
• Telling stories • How will you produce
• Fundraising content?
• Learning • How frequently?
• Who and when?
• Measurement
Questions to ask

22. Your Website
Use it for • Up to date + accurate?
• Explaining • Can we easily update it
• Telling stories ourselves?
• Fundraising • Who can update it/when?
• News • Calls to action?
• Events • Feedback mechanisms?
• Opinion
• Campaigning/Influence
Questions to ask
• Who uses our site?

23. Bolt-ons you may need
JustGiving
PayPal
EventBrite
Slideshare
Flickr

24. Equipment you need
Computer/internet
Mobile phone
Camera + mic

25. What you need to know
How to use Facebook/Twitter/etc
How to use your phone/camera/etc
How to edit/upload/embed
How to tell stories/be engaging
What works/good ideas/experience
How to learn/Who can help

26. What to do
1. Plan
2. Listen
3. Be useful
4. Engage!
5. Measure

27. 1. A sense of direction…
Where are
we now
Where are
we going?
How will
we get there?
http://londonist.com/2011/11/accessibletubemap.php

28. 1. Horses for courses
Events
Fundraising
Selling
Volunteers
Changing
the world
http://www.freeimagearchive.org

29. 2. Grow bigger ears
http://www.istockphoto.com

30. 3. Be useful
http://www.flickr.com/photos/richevenhouse/2012636456

31. 4. Engage! Be active

32. 5. Measure. Improve.
Use a spreadsheet
Measure what you can
Do it often
Look for patterns
Share and learn together
Photo by Darren Hester via Flickr

33. How to do it
Mini-campaigns

34. Short term campaigns
Two to three months
AGM, community event, etc
Draft plan + timetable
Focus on action
Measure and reflect
http://www.freeimagearchive.org

35. A social media checklist
 Twitter  What do we want to achieve?
 Facebook  Who do we want to reach?
 Email newsletter  Who will help us reach them?
 YouTube  What is our message?
 SMS  What stories will we tell?
 Blog  Which tools will we use?
 LinkedIn  Where will we start?
 Flickr  What will we do?
 PR  What will we measure?
 Print  Who will be involved?
 Direct mail/post
 Advertising
 Other:

36. Exercise
How could social media help you sell tickets
for a fundraising event?
Or
How could social media support your next
campaign?

37. Run an event

38. And finally… Five top tips
1. Start. NOW!
2. Listen and learn
3. Keep practising
4. Measure what you do
5. Get to know your tools

39. A social media checklist
 Twitter  What do we want to achieve?
 Facebook  Who do we want to reach?
 Email newsletter  Who will help us reach them?
 YouTube  What is our message?
 SMS  What stories will we tell?
 Blog  Which tools will we use?
 LinkedIn  Where will we start?
 Flickr  What will we do?
 PR  What will we measure?
 Print  Who will be involved?
 Direct mail/post
 Advertising
 Other:

40. BONUS! Free tools
Five top tools to try today!
1. Measure: www.bit.ly
2. Listen: www.tweetdeck.com
3. Learn: www.slideshare.net
4. Storytelling: MovieMaker/iMovie
5. Edit: www.piknik.com

41. Contact us
SCIP
Community Base
Queens Road, Brighton BN1 3XG
01273 234049
mark@scip.org.uk
www.scip.org.uk
@scipnews
www.slideshare.net/scipmark

42. Useful stuff
1. Measure: www.bit.ly
2. Listen: www.tweetdeck.com
3. Learn: www.slideshare.net/scipmark
4. Storytelling: MovieMaker – Windows Live Essentials
5. Edit: www.piknik.com
6. Facebook: http://www.facebook.com/nonprofitorgs