Social media & charities

Given the experience and work Glasgow digital marketing agency Tictoc have undertaken in the charity sector I expected this event to be one of the most resourceful of the SMW programme.

Tictoc's Julie Ferguson spoke passionately and with real insight, detailing the processes that occur when uncovering and developing social campaigns for charities. Measurement and monitoring of these campaigns is key to their success and with most charities or non-profit organisations struggling with slim budgets,the effective use of social tools is invaluable in establishing genuine connections and communications. 'Social Listening' - Who's talking?Where?About what?...

Establishing the relevant social platforms to utilise is an importnat part of this process. As Julie stated many use Facebook without question, what often isn't considered is that Facebook isn't the best converting platform. A good social campaign, or campaigns in general, should centre around the journery - the journey for information, authentic communication and interaction, whether the end means is to drive sign ups and donations or present key messages.

Creating campaigns that can fuel future adaptations, so experimental rather than conventional concepts,can contribute greatly towards engagement and active sharing. This helps set the foundations for growth and establishing long lasting relationships.

I was surprised to hear that platforms such as LinkedIn, Pinterest and Instagram were severely underused in the UK. Implementing such allows organisations to generate original content and manage content themselves. Perhaps this highlights the underlining issues in the charity sector as a whole such as understaffing, lack of volunteers and training.

Engaging with supporters and actively encouraging their participation allows these key followers to do the talking, they do the work, they generate and share. A real voice behind a campaign.

D.

Branded Content

When registration opened for Social Media Week Glasgow, Innerear Uk's 'Social Advertising Innovation' event was the first I signed up for.

Panelists Dougal Perman and Anny Deery of Innerear Uk were joined by Peter Sigrist of 33 Digital, via the wonders of technology. The discussion revolved around the changing landscape of advertising and marketing and the nature of social campaigns and their levels of engagement. This evolving marketplace of user-generated content illustrated how this social media content can develop and strengthen brand image and identity.

Dougal highlighted that this was a 'transition phase', a rush of experimentation with the effective use of social means and how individuals and communities interact with various brands, and further this engagement via active sharing. However, this freedom and phase of excitement is underlined with the red tape and restrictions that need to hover in the background, as for every genuine 'fan' will be an abuser of this freedom. Examples of this included Skittles' infamous site, completely user-generated content that was victim to vulgar, offensive postings via the skittles hashtag.

Despite this, Peter believed that the overall success of this campaign meant that the risk was worth taking to create an original stream of user content. It opened up new channels for engagement, and illustrated how even an initial disaster isn't always intergral to the bigger picture success, e.g Boris Johnston.

Another interesting point made by Peter was the idea of the 'Fan', the hardcore sharers and creators of relevant content, they are not prone to circulation bribes but do it for the love of the brand, quanity over quality springs to mind. Getting to the right people rules over numbers.

To link in nicely with my first Social Media Week blog post is the presence of Dear Green, Glasgow coffee company. Doug spoke of their Facebook interaction with 'friends' and how they advertise their everyday routines such as roasting. When a new batch of beans is ready for roasting, Dear Green invite folk over to watch. This is infact, a pretty slow, uninteresting process but the idea of announcing and actively including people in this process is simple engagement. Also, while you're there you inevitably treat yourself to a wee coffee and cake.

Looks like we have to roll with the times and get stuck in. As long as people engage, share and respond then the shelf life of any brand can be extended.

Social Shinanigans

It's been almost a year since I volunteered in any capacity. The time had arrived again...

This was my first Social Media Week experience, this time last year I was mastermining my Distil Copywriting plan and things have been manic. Comfortable in my wordy accomplishments and workings to date I thought I'd use my week's holiday to network, learn and, as thanks to my role as a volunteer, receive free tea and cake.

Day 1

It didn't take long before I realised how much I miss volunteering. Meeting fellow enthusiasts and throwing youself into the nervous, excited chat. The SMW team are a great bunch of students, professionals and lovers of all things social media. The Skypark Social Media Lounge was home to not only a breathtaking view of our stunning Glasgow but to some tasty Where the Monkey sleeps tea and cake. Even more exciting was the presence of Glasgow roasted coffee company Dear Green.

The schedule for SMWGla is brimming with talks, discussions and meet-ups, too much to choose from really.

So first up was a talk delivered by the Glasgow Business School - Sentimental Analysis. I knew little of this subject when I entered the room and I'd be lying if I knew any more when I left. The enthusiasm of the speakers was admirable but the whizzing through the basics and foundations of it's relation to data analysis quickly lost my interest, and most of the other listeners'. Essentially the search for emotional content and the techniques implemented to derive patterns and conclusions from copious amounts of data underlined the talk. Software packages such as R, BrandWatch and GATE were discussed but I feel I lacked an understanding of their difference to one another, leading to no further investigation by me.

Monitoring social networks and the discovery of emotional content interested me the most.

SMWGla Volunteer - Me!

Volunteering is something I've always been enthusiastic about. I can honestly say I've learnt more through offering my free time to projects than through any other means. Processing and applying knowledge is a huge part of learning and volunteering is perfect for that, not to mention the crazy, good networking opportunities. I've done a bit of festival planning, theatre work, culture events etc, so when SMWGla announced they were looking for volunteers I jumped at the chance. I'm in the process of re-designing the Distil site, blog, all that jazz, so some extra social media tricks and tips are going to be much appreciated. Kicking off in September, I'm really looking forward to learning, networking and meeting some good folk.

D.

VAA Action.

Very much look forward to 'The Gathering' at the SECC this week.

Beginning on Wednesday 29th, taking part over 2 days the free event offers an opportunity to network, learn and interact with fellow volunteers, charities and industry bodies. Perfect for those with long standing positions in the charity sector or newbies to the culture and volunteer world. Open doors from 9:30 - 5:30 over both days. Not to be missed.

Be inspired.

http://d-lists.co.uk/2011/02/24/30-innovative-print-ads/

Bam.