Presentation on theme: "Low Cost No Cost Marketing"— Presentation transcript:
1 Low Cost No Cost Marketing Daisy BrookmanCommunity Development ManagerEastleigh Youth and Community TrustSelina RobinsonASB Project AssistantVictim Support
2 What are your goals? Raising funds Raising awareness Improving engagementEducatingAttracting and motivating volunteersAttracting membershipProviding support
3 Low Cost No Cost Options NewslettersSurveysPress ReleasesCustomer Feedback FormsLoyalty ProgrammesSocial Media
4 Newsletters Consider your audience Be informative Five ‘W’s and a H Make it understandableProofreadUse VolunteersShop around for cheapest print options
5 Surveys and Feedback Forms Surveys and feedback forms should be done to answer questions.Surveys and feedback forms may also be done to gather data to use to advocate for additional resources in order to meet the needs of your service users.Five to 10 questions.‘Yes’ or ‘no’ questions won’t give you as much information as free-form text responses.Print your survey or feedback yourself or even better – put it online!Use volunteers!
6 Press Releases Only issue press releases that are newsworthy Define target press listCapture the reader’s attention with a headlineInclude your service’s key features and benefitsInclude a service user quoteInclude a quote from your Chief ExecutiveInclude pricing and availability informationInclude contact information
7 Loyalty Programmes Simple Points System Use a Tier System to Reward Initial Loyalty and Encourage More PurchasesPartner With Another Company to Provide All-Inclusive OffersMake a Game Out of ItKeep It Simple, Keep It Cost Effective
8 Social Media It can be done by volunteers (with guidance) It doesn’t have to take much timeIt requires sign-up so your message is going out to people who already buy into your aimsIt creates engagement and discussion among supporters – helping to highlight issuesIt’s a cost-effective way of co-ordinating and informing service users, volunteers and fundraisersIt can generate real-time calls to action
9 Selina Robinson 5th March 2014 Getting Started on Twitter The basics for your organisation or businessSelina Robinson5th March 2014
10 Outcomes Explain the basics of how to use Twitter Use Twitter to achieve your organisation’s objectivesUse Twitter to promote your organisation’s work with minimal budgetUse Twitter to engage with the local communityUtilising Twitter to increase inclusion
11 What is witter?Twitter is an online networking tool which over 12 million people in the UK use every day contributing to the 645,750,000 people who have active Twitter accounts across the world.You can post and exchange messages in a public, social space.People use social media in many different ways. Many use it as the first source they go to for breaking news- including journalists.Businesses have also found it useful for customer service, it’s a fast and effective way of keeping customers informed and even relationship and management issues.It is being recognised that organisations should have a voice in this powerful social space.
12 Where Do I Start? The Home Page Using Internet Explorer go to the Twitter login page which can be found at this address:We’ll start by taking you through the processes of signing up to TwitterThe Home Page
13 Go to “sign up” and create your twitter account Name to appear on profile
14 After your full name, put an address which will be where all correspondences go to. This could be general work .
15 Choosing a username - Only 15 characters available Choosing a username - Only 15 characters available. - Ideally you want something that relates to your organisation (but you can change later!) Ours is: Hantsinspireinc -Pavillionotpark (Pavilion on the Park) -BBC_Hampshire (BBC Hampshire news) -Hantsconnect (Hampshire County Council)
16 Building your network1. This will be the first page you come to once you have logged on successfully (remember to confirm your twitter account via you used)2. Just by typing in “Hampshire” I can find relevant searches relating to Hampshire i.e Hampshire Constabulary, Hampshire County Council etc.
17 AppearancesMany people will read your Twitter bio before deciding whether to follow you. This will be the screen that people view once clicking on your profile.Your avatarYour bio
18 Avatar: Bio: Location and Website: Background image: Try using a quality logo of your organisation or a photo of children involved with your organisationBio:Twitter bios are limited in space so perhaps you should answer three questions:Who is doing the Tweeting? – Briefly introduce Tweeters behind the account, first names usuallyWhat can a follower expect to read? – is there anything particularly interesting or different about you and your Twitter activity?When to expect responses – what are your local response times? Make a commitment to respond to Tweets during certain periods i.e. “Tweeting Mon – Fri 9-5”Location and Website:Location of where you are based, and a link to your main website for your organisationBackground image:The background image is a key area where you can personalise your Twitter account. This is good for uploading a picture perhaps of your team/staff/volunteers, or locally recognisable icons or landscapes
19 Connect TabOne tab along from you Home tab is connect page. This is the first port of call to see who has been interacting with you on Twitter.Go to connect to see who has replied to your Tweets, who has made contact with you and who has mentioned you in their Tweets.
20 The # Discover PageThe discover tab is where you will find trends, Who to follow, Activity of the people you are following and browse categories. It is tailored to your interests (by judging followers and who you follow)Twitter it is all about “discovering new and engaging things to do on Twitter”
21 The Me PageThe final tab in the Twitter toolbar is your personal “Me” page, which lists all Tweets you have postedA list of your favourite Tweets. You can mark any Tweet you like a favouriteYou can create your own group of Twitter users including this function – for example a list of schools
22 The “Basics”Follower : an individual or organisation who has linked to your Twitter profile and can now see all of your activityFollow: You can follow anyone on Twitter, this means you have linked your Twitter account to theirs and you can see all of their activity.Tweet: A Tweet is a post (found top right screen). It holds 140 characters only so you have to be concise. Because of how brief you have to be tone of voice can be difficult to establishRetweet: you forward someone else's post but can add own comment to itHashtag: commonly known on Twitter as “#”, this is usually put before a sentence, word or phrase to categorize those Tweets and help them show more easily in Twitter Search.Hashtags are also used where there is no prospect of a trending topic, but the user is reinforcing key messages or company mottos.
23 Followers and Following This is a key objective for using Twitter- as this is how you build strong, public relationships with stakeholders in your communityWho should I be following?You will already know some key people in your area. Find them on Twitter using the search tool and click “follow” these may include:Other similar organisations to yours i.e club scots, dance classes, leisure centres or famous examplesStatutory organisations such as the schools or police (perhaps specific individuals)Local media – official media accounts but also individual editors*Tip: the more people you follow the more unwieldy your news feed becomes and the harder it is to keep track of what your key stakeholders are individually saying. Try to keep following numbers limited in the first month or so
24 How many followers do I need? Ideally, you want to generate regular, quality content that will bring new followers.You can have hundreds of followers but ask: is it achieving the aim of reaching your local community and stakeholders?
25 Social “influencers”In social media we talk about influencers – these are people in your local area or your industry, who are well respected, widely published, widely followed across wide parts of the community, and hence very influential.Your task over time once you are familiar with Twitter is to identify who the key influencers are in your local community and to interact with them (follow them, mention them, converse etc)Influencers come in all forms, from web celebrity to nerdy experts. Identifiable in the “real world” as they are on Twitter:The Authority (“my opinion is worth more than gold in the space I work/live in”)The Analyst (“I form and communicate credible insights”)The activist (“My beliefs make me move mountains in my local area)The expert (“I wrote the textbook on what I Tweet about”)The Connector (“I connect dots and make links in the local community”)The agitator (“I create healthy debate”)The journalist (“I am the new news industry”)The celebrity (“My online audience is huge”)
26 How do I encourage others to follow me? Have you followed key individuals/organisations in your local area?Have you had a “conversation” with a stakeholder on Twitter?Have they followed you back?There are no hard or fast rules on how to get people to follow you but here are some tips:Generate interesting and relevant Tweets (at least half your own content-not all retweets)Following the right people. They will be notified when you follow them (some follow straight back)If the people you follow do not return the compliment, send them a Tweet introducing your new presence on Twitter “Look forward to Tweeting with you”£In the early stages no one will be aware you are out there – you need to start interacting with people to show on their radar.As well as Tweets addressed to the people you are following, don’t forget to Mention them in your Tweets and Retweet some of their messages.
27 Tweets Hashtagging specific or important sentences/words Send your Tweet!Geo-tag here enables where you are Tweeting from using GPSHow many characters are left out of 140Attach a picture here
28 TweetsIf you have a complicated issue to explain, do not worry about doing so over several separate Tweets. Some people number these at the beginning or end of each message e.g. 1/4, 2/4, etcWhen placing links to stories or pictures in your Tweets, remember you can “shorten” the URL using anyone of the specialist sites such as tinyurl. Simply enter the URL and it will convert it into a shorter one for you.Some tips:You should aim to Tweet a minimum of every two days, which keeps your newsfeed fresh and engaging but doesn’t bombard your followers.Twitter is all about conversation. You will never advance if you are stuck on “broadcast” mode (telling others how great you are but not interacting or listening to anyone else)The most interesting questions to answer in life tend to be the why, how the what and the when. I.e Off to X today, went to Y yesterday. Make them more interacting and interesting: i.e Interesting meeting with X today because XXX
29 TweetsRemember – ask questions to your clients/customers and even staff i.e“How did everyone feel about that session today?”What do you all think about our big news?!”(remember to connect to others when you can and finding their names)“Weather is awful today, please be advised we are not opening as planned”An example of a tweet I would send:“Hoping weather stays dry for travelling to Basingstoke tomorrow #inspiringinclusionBy using the hashtag it combines Tweets together in one conversation. People sometimes follow hashtags, so if you are using a relevant hashtag your tweet may be seen by those people
30 What are Replies, Retweets and Favourites? When you read a Tweet in your timeline, you are presented with several options
31 RepliesBy clicking “reply” would create a reply to Pavilion on the Park. The tweet would automatically start as below.The username of the person you are replying to appear at the beginning of a Tweet. This means it is primarily for them to see (although it still appears in a public space). This allows you to talk to one person, and to many people all at once.*remember your reply only appears in peoples timelines if they are following both you and who you are replying to (in this case Pavilion on the Park)
32 Retweets Favourites Mentions In the previous example, to “Retweet” Pavilion on the Parks message would mean it was forwarded to all of your followers. This is seen as a “stamp of approval” or an agreement to what has been saidYou can also Retweet and also add your own commentAnother way of showing approval publicly is to “favourite” a Tweet. It would be saved under your “Favourite Tweets” and show in your activityAll usernames on Twitter start and so the use of one in a Tweet means a name is being called out or “mentioned”FavouritesMentions
33 Last PointsTwitter is a great way to interact and to learn new information about your local communityHopefully a few tips from this presentation will be useful for using Twitter with your organisation/businessThere is no fast or quick way to build a reputation on TwitterTwitter is so easy to strike up a conversation with people you don’t knowThere's no better way to understand and get to grips with Twitter than through watching it closely- seeing what people Tweet, how they Tweet and why they Tweet.