Connecting with audiences with social media
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Joel Bassuk from Oxfam International shared his experience using social media to engage a global audience April 2012
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Connecting with audiences with social media
- 1. C onnecting and E ngaging with Res earch A udiences with S ocial Media DfID R4D Peer Exchange Joel M Bassuk 19 April 2012
- 2. Background www.oxfam.org • 130,000 unique visitors per month • 450,000-500,000 page views per month • 5,800 downloads per month • 3:30 avg time spent on site blogs.oxfam.org • 7,000-8,000 unique visitors per month • 18,000 page views per month • Just over 2:00 min avg time spent on site Twitter = 343,000 followers (@oxfam + @oxfam_es +@oxfam_fr) Flickr = +1,000,000 views YouTube = +500,00 views Page 2
- 3. Always remember: it’s about people
- 4. Page 4
- 5. Managing the Social Media Mix 1. Know your audience 2. Content is king 3. Gather ye social media portfolio 4. Managing content • Make it find-able • Make it share-able • Make it searchable 5. Cross-link and promote 6. Tweet like a pro • Engage / educate / entertain 7. Making sense of it all • Have a strategy, and take time every day • Monitor and evaluate Page 5
- 6. Know your audience You need to know who you are targeting your communications to… 3.Familiarize yourself with your site statistics • Google Analytics 4.Do a regular site survey • Free tools like surveymonkey.com 5.Do a regular content audit • This may be difficult but it will pay off Page 6
- 7. Create good content Research reports, articles, policy papers, blogs, press releases, photos, videos, infographics, presentations, case studies, op-eds, interviews… It all starts here. Focus on creating good content. Create clear guidelines. Which everyone can easily access online (intranet). Have a clear workflow and sign-off process. Be unrelenting in upholding professional standards. Page 7
- 8. Assemble your social media portfolio The A-list: Facebook, Twitter, YouTube, Flickr plus Wikipedia, Google+, LinkedIn, Pinterest, tumblr, Scribd… & don’t forget RSS feeds Page 5
- 9. Make your content find-able • Most websites generate most of their traffic from search engines. • For Oxfam, >90% of SE traffic comes from Google. • Google accounts for >6% of all web traffic. • So you must pay attention to search engine optimization (SEO). • Write for the web. Page 9
- 10. Make your content searchable • Have a powerful, robust, reliable site search • Google can index your PDFs Page 10
- 11. Page 11
- 12. Make your content share-able • People like to share. • Be sure your readers can easily share your content (‘like, G+, etc). Page 12
- 13. Tweet like a pro • Tweet useful content • Engage your audience • Remember it’s a social medium • RT regularly, & participate in #FF • Tweet regularly (but not too much) • Tweet as often as is sufficient and necessary. • Naturally this will change depending on external events (eg, a Haiti earthquake; you’re are at Rio+20 Summit, etc). • Use #hashtags • Be aware of trending hashtags • Who you follow reflects who you are • Promote your twitter account • Track your links • Monitoring allows you to see what works, when • Use a dashboard Page 13
- 14. Cross-link and promote Crosslink your channels and promote everything: Research reports, articles, policy papers, blogs, press releases, photos, videos, infographics, presentations, case studies, op-eds, interviews…
- 15. Remember all your channels • Wikipedia is consistently in top 20 traffic drivers to oxfam.org • Scribd has generated 3,000 views of our latest annual report within 3 months of posting • Use email: more than 294 billion emails are sent per day. That's 3.4 million every second! • If you have budget… AdWords/paid search Page 15
- 16. How to make sense of it all? • Strategy allocates limited resources by prioritizing what activities return the greatest investment value over time. • Have a social media strategy. • If you don’t have a dedicated social media manager, spend only an allocated amount of time on it. • Monitor and evaluate. Then adjust your strategy and tactics. Page 16
- 17. “Actionable listening” Credit Beth Kanter Page 17
- 18. Links • https://twitter.com/#!/freestyleint/status/190720992467894272 • http://onebiginternet.tumblr.com/post/20545503902/new-study-shows-56-percent-of-content-shared-online • http://searchengineland.com/social-tracking-integrations-for-google-analytics-99928 • http://prezi.com/grpswbylywkz/responding-to-digital-disruption-of-traditional-communications/ • http://www.socialmediaexplorer.com/social-media-marketing/26-twitter-strategy-tips/ • http://www.bethkanter.org/action-listening/ • http://www.bethkanter.org/tools-sm/ • http://www.bethkanter.org/dashboard-tips/ • http://socialmedia-listening.wikispaces.com/Instructional+Demo+Links • http://www.euforicservices.com/2012/02/how-odi-uses-digital-tools-for.html • http://www.intersectionconsulting.com/tag/digital-strategy/ • http://mashable.com/2010/06/17/twitter-strategy-business/ Page 18
- 19. Questions? • Do you post the same content on all your social networks? • Where does user-generated content come into the mix? • Joel Bassuk, Digital Communications Manager, Oxfam International • joel.bassuk [at] oxfaminternational [dot] org • On Twitter @blazing • …I’m also on LinkedIn, Flickr, Posterous, Blogspot, Wordpress, Delicious, Facebook… Page 19