Practical tips for digital implementation in small not-for-profits - Adam Bishop
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Practical Tips for Digital Implementation in Small Not-for-Profits
PRESENTED BY ADAM BISHOP
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IT’S NOT ALL ABOUT ME… BUT THIS BIT IS!
• 30 years of age (just!)
• Executive Director of Athletics SA since 2008
• Masters in Sports Administration (USA)
• Bachelor of Education (Physical Education and English)
• Distance runner
• Avid user of Social Media and passionate about technology
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IT’S NOT ALL ABOUT ME… BUT THIS BIT IS!
• Not a social or digital media expert!
• First joined Facebook in 2005
• Currently utilise a range of digital platforms for business and personal use including
Facebook, Twitter, YouTube, Four Square, LinkedIn, WordPress, Google Analytics, Mail Chimp, Google Alerts, online membership management software, and so on…
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AIM OF THIS SESSION
Demonstrate, through real world examples, how you can successfully utilise digital and social media in small organisations where
resources are an ongoing challenge
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THE INTERNET
A Deloitte study for search engine Google found…
• More than one third of small businesses don’t use the internet
• Only 16% of businesses are highly engaged with the internet, while 35% of businesses are not
engaged with the internet at all
Source: In Daily 16th April 2013
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WHERE DO I START?
With a website!
• 38% of Australian SMEs don’t have a website
• 72% of SMEs with websites reported that having a website had improved the
effectiveness of their business
Source: innovation.gov.au
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athleticssa.com.au
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athleticssa.com.au
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athleticssa.com.au
• Simple and easy to use
• Launched in April 2011
• Built on WordPress
– Over 65 million users world wide
– Used by some of the world’s best known brands including Sony, CNN, New York Times, UPS, GM, and ebay
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WordPress
• Is an open source platform
• Allows developers the world over to create solutions that “plug in” to the core CMS
• Plugins available for almost anything you want to do!
• And best of all…
IT’S FREE!
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If it’s Good Enough for him…
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Website Tips
• Explore the use of open source platforms such as WordPress, Joomla, Drupal
• Opt for a platform that allows you to easily update and add content
• Seek out a team of people (can be volunteers) who can regularly add new content
• Seek expertise within your organisation to assist in the technical areas
• Make sure your website works on mobile!
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WHY SOCIAL MEDIA?
Social Media Video 2013 by Erik Qualman http://youtu.be/QUCfFcchw1w
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Facebook, Twitter, You Tube Oh My!
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Social Media
• There are a plethora of social media platforms now in existence
• No single person or organisation can be on all of them
• Each is different and engages people in different ways
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Social Media to the Rescue!
← please excuse the grammatical error!
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Social Media
• The challenge for businesses, including NFPs is to know what platforms your “customers” and potential “customers” are using and…
• … which platforms you should invest in to provide the greatest level of engagement with your brand
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Case Study Athletics SA Facebook Page
Excellent match for Athletics SA because…
• 58% of our members are under the age of 20
• Diverse sport so there’s a wide variety of rich content readily available
• Photos are easy to capture and upload
• Integrates well with other communication channels
Source: Huffington Post
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Athletics SA Facebook Page
• Athletics SA has 750 members
• Yet has 2525 Facebook fans (as at 9th May 2013)
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Athletics SA Facebook Page
Photos on our page, on average, receive twice as many impressions as other posts!
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Facebook Page Analytics
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Facebook Page Analytics Powerful, easy to understand, in-built analytics that allow
you to see who is engaging with your brand and what content they most like to engage with
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Facebook Advertising
• Simple and easy way to reach potential customers
• Pay per click or pay
per 1000 impressions
• Target ads (age, location
interests)
• Boost page posts
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Facebook Tips
• Use analytics to discover what posts are most popular and post more of that content
• This will also help boost visibility (Edgerank)
• Keep posts short
• Post only once or twice per day, but post regularly
• Post links, with a “teaser” summary, to news items on your website to boost website traffic
• Have multiple people managing the page
• If you have limited resources, look to utilise a pool of volunteers
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CASE STUDY - ATHS VIC TV
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CASE STUDY - ATHS VIC TV
• Joined YouTube on 18th August 2007
• Channel has 901 subscribers
• 1,093,022 views (as at 6th May)
In contrast, Athletics Australia…
• 245 subscribers
• 39,608 views
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GOALS FOR ATHS VIC TV
• Promotion of the sport
• Coaching resource
• Benefit to members
• Advertising opportunities
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ATHS VIC TV – HOW?
• AV provide equipment (cameras, microphones, software, computers)
• Film all events and interview participants, coaches, and administrators
• Edit raw footage and overlay graphics and commentary
• Promote through website and other communications channels
• Run by volunteers
• Low cost to operate
• High level of engagement
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WHAT’S NEXT FOR ATHS VIC TV?
• Progressed to Live Streaming of events
• Plan to educate other athletics bodies
• Create a national network of content
• Produce low cost athletics programs suitable to run on community television channels
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TIPS FROM ATHS VIC TV
• Good sound quality is vital
• Essential to have a good quality camera lens
• Get Adobe Creative Suite through Connecting Up
• Post production will generally take around 30 minutes to an hour for each minute of footage
• Name athletes being interviewed on screen
• Results screen makes a big difference to the video
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Social Media Tips
• Social media is free!
• Social media’s not free!
– Time and energy
– Design and set up
• Impossible to be on every platform so do your research and work out what’s right for your organisation
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Social Media Tips
• Social media needs to be a two-way conversation
• See negative comments as an opportunity
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Social Media Tips
• Integrate and Syndicate – Set up automatic syndication to a range of social
media platforms (e.g. FB to Twitter) – Integrate social media into your website (i-frames)
• Schedule posts • Use social media to drive customers to your
website • Seek out volunteers in your organisation • Use tools to simplify the management of multiple accounts (Hootsuite)
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Social Media Tips
• Post engaging content (ask questions, post photos and video)
• Experiment with advertising and competitions
• Follow social media experts and sites online (they’ll give you really useful tips and information for free!)
• Explore and learn
• Embrace the digital world
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QUESTIONS
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CONTACT
ADAM BISHOP [email protected]
LinkedIn – Search Adam Bishop @AdaBish
ATHLETICS SA
athleticssa.com.au facebook.com/AthleticsSA
twitter.com/AthleticsSA youtube.com/AthleticsSA