Social Media For Charities

How do you make your social media dollars go further? Ask for advice from a charity. They often have to do more with less. Here’s a look at Macmillan and Amnesty in a Guardian social media masterclass.

First lesson to the room of charity marketers. ‘It’s a paradigm shift not a spreadsheet of figures, but fill in the spreadsheet anyway, charities have to do it all with what they have.’

Macmillan Cancer Support

Carol Naylor @popplestone is the #SocialMedia Manager for @macmillancancer spoke about how to embed social within the organisation. Who are you and why bother? You need to be clear about why you are using social so your employees can be clear with their use of it.

Macmillan know that social media is for keeping people talking about cancer issues so they use social to support and inspire anyone involved with the disease, treatment and care. Carol insists you need to be specific about your aim.

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‘When you review your business plans, it’s time you were budgeting for social media as business as usual. It’s time to integrate social as a cost and as a philosophy, and when you use it, it’s about quick turn around times and being responsive.’

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The Power of Search – Digital Doughnut September MeetUp

The September Digital Doughnut Meetup was on The Power of Search which could’ve been called the twin powers of search. With the speakers taking up different positions, it was optimised from both ends. Zigfrids at Hoxton Square hosted the energetic group who turned up to listen to the current state of search, how not be searched, and how to get the most out of organic search. Graham Ruddick opened the night asking how many people in the room worked in SEO – 20%, Digital Marketing – 60%, and General – 20%.

The two opposing views on how to use search can be summed up as; to the best of your ability, or to avoid being seen by it at all. Ideally you use both approaches well and use them intelligently.
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LEGO and GE: How they use UGC and Target Geeks in Social Media

storm trooper lego.jpg

With another Social Media Week over, there were some social media strategy standouts from established brands that reminded you of how to target your niche audience with UGC and periphery topics. Your groupies may not always be able to access your product, like General Electric, it may seem ‘too techy’ for those geeks with an interest in fashion or music, or like Lego, you can’t directly target kids through social media but you need to inspire the parents. Katrina Craigwell, Head of Global Digital Programming at GE discussed her strategy to ‘Ignite light-hearted curiosity around science and tech, and to create moments of engagement.’ Lars Silberbauer, Global Director, Social Media, Search & YouTube, at Lego discussed a ‘The joy of building together’ which, for me, brings to mind Coca Cola’s sharing happiness but with more family time.
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What are your Social Media Analytics questions? *crickets*

It was a bit like a first date. There was definitely some tension as the conversation went off topic and no one quite new when to put their hand up. As usual for this analytics meetup, the opinions flowed freely, boundaries were pushed but not broken and the attendees experience levels ranked highly on the London social media ladder.

This months ‘London Web Analytics’ MeetUp by L3 Analytics founder Peter O’Neill was on social media analytics. There were queries as to what you are actually trying to measure for your clients, what measures are useful (not just what they think they want) and how are you going to capture these figures?

Everyone’s on-board with the need for social media but what is it they want? Reach, reputation, because your competition is doing it? How quickly do you start taking risks and why? Is it because you want to seem on trend or just bow to peer pressure? (“Silicon Valley continues to blindly funnel money into Snapchat“). These questions on expectations are to be held in bright rooms with everyone’s hands on the table. But figuring out what you’ll use to measure it all is for a closed room with an e-cigarette, leather bean bag, a laptop and a minibar only of redbull.

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Salesforce of Nature

Salesforce is a big hit. They’re a global CRM company listed on the NYSE who came first on Forbes ‘Most Innovative Companies 2013’ for a second year running.

It’s a convoluted cloud-computing company to examine. Look for a simple breakdown on Wikipedia and you find the caveat “This article may be confusing or unclear to readers”.

At a recent Social Media London session, @MarianCramers gave us a quick rundown on the ‘Marketing Cloud’ product she works on at Salesforce. See this youtube video on it.

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Simply Business – Simply Authentic Social

Social Media London’s May talk was about the #SocialMedia efforts of small business insurance firm Simply Business with Jasper Martens.

The first thing to notice was that he had patent leather indigo shoes.

Is that the display of a man who wants to click his heals to find his home on social? If it is, he’s being very practical about it, working with a crew of helpful sidekicks, travelling the yellow click road of authentic links.

To be clear, there were two points:

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