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media tools Archives - Syneka Marketing

Box Hill Community Arts Centre Workshop on Social Media and Marketing

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The Box Hill Community Arts Centre is a cultural hub that promotes and fosters the development of the arts and art based organisations.

I was invited to conduct a workshop on marketing and social media to assist these organisations in reaching new members, encouraging event participation and promoting their artistic works.

One of the key messages I conveyed during workshop was the need for consistency. No matter what marketing or communication tools you use, there is a need to be consistent in delivering your key messages.

2014-06-03-Marketing and Social Media

The Marketing and Social Media Workshop delivered through the Box Hill Community Arts Centre

Consistency is particularly important on the Internet and when using social media, since there is a limited opportunity to connect and prompt action. If you are promoting an event, then ensure that the essential details are included; while if you want to gain members then highlight the benefits of membership.

Social media and an Internet presence, needs to be viewed as a marketing tool that can extend your reach and engage communities. There is little merit in developing a web presence, if it is not kept up-to-date and maintained, as this diminishes impact. Likewise, your organisation’s online presence needs to reflect the language, branding and identity that has been developed for brochures, leaflets and posters.

Policies are particularly important to ensure that you are able to identify authorised spokespeople and acceptable behaviour.

Identify your target markets and ensure that your messages resonate with the people you want to reach. Understanding key markets will help identify which social media tools may be useful for your organisation. Organisations should concentrate efforts on key social media tools, rather than being thinly spread across every platform.

Traditional media has always had feedback mechanisms, through letters to the editor and public commentary, social media amplifies this through immediacy and reach.

The right frameworks will ensure that your organisation can manage social media to achieve positive outcomes.

The arts community has the advantage of being able to share visual or audible works through the Internet and social media. The right strategies will enable organisations to extend their reach and foster new connections.

Eastern Volunteers

Training Workshop – Online Marketing and Social Media

By | Advice, Advice for Not-for-profit Organisations and Charities | No Comments

This morning I hosted an online marketing workshop in partnership with Eastern Volunteers, providing advice on using online forms of marketing for not-for-profit organisations.

The workshop covered the theory and practical elements of online marketing, discussing the fundamentals for successful engagement, while guiding participants through the use of several tools, including Facebook, Twitter and HootSuite.

Websites, and social marketing tools, need to be considered as a form of marketing. Organisations need to understand who they want to reach and why. Unfortunately many organisations jump into social media, without a marketing strategy that considers how their online presence supports their brand.

Websites need to be maintained and kept up-to-date to show that your organisation is relevant. Similarly a social media presence with very little activity, will provide a detrimental effect and will fail to encourage wider engagement. Integrating social media tools with a website can assist in reducing the time required to add content, meaning there is more time to curate and foster communities.

Furthermore, it is important that organisations have robust media and communication policies that incorporate the usage of social media. These policies should be readily available, so that all stakeholders are aware of what is considered as acceptable use for social media. Organisations should attempt to engage people with negative comments and resolve difficulties offline, while offensive items should be removed immediately.

Online marketing, supported by the effective use social media, has the potential to increase the reach of an organisation, but it needs to be supported with the right strategies.

Thank you to the participants who attended the workshop and for discussing your online marketing needs.

Social Media Workshop with Leadership Great South Coast

By | Advice for Businesses, Advice for Not-for-profit Organisations and Charities, Government, News, Presentations, Resources | No Comments

Leadership Great South Coast is an annual leadership program provided to 25 emerging leaders from within the business, community and government sectors.  I was invited to workshop the social media component of the program.

Alex presenting at the Great South Leadership Conference

Alex presenting at the Great South Leadership Conference

Social media is used increasingly within both a personal and professional capacity. It is important for emerging leaders to have an understanding of social media and its use as an interactive communication medium.

The workshop was held in Port Fairy. I discussed several social media tools, including Facebook, Twitter, LinkedIn, Instagram, Pinterest, Google+ and others.  Like any communication tool, each social media platform has its own strengths and demographics. LinkedIn, for example, is extremely useful in reaching professional networks, while Pinterest can work well for retail, fashion through the visual representation of content.

Social media is a communication platform that is used in a personal and professional capacity. It is possible to hide content but online privacy is not always guaranteed. It is always better to not share questionable content, rather than to risk it being found by employers or others. Inappropriate content  may adversely affect your reputation or that of your business or organisation.

The Port Fairy Community Services Centre

The Port Fairy Community Services Centre

Similarly, there is a need to manage a social media presence on an ongoing basis.  Social media needs to be kept up-to-date with new content, otherwise its effectiveness is hampered.  The Australian Advertising Standards Board (ASB) has recently ruled that an organisation is responsible for all content on its Facebook page, including items posted by other users.  The ruling was supported by the Australian Competition and Consumer Commission (ACCC) and requires organisations and businesses to actively manage and curate the content on their pages.

The lighthouse at Port Fairy on Griffiths Island

The lighthouse at Port Fairy on Griffiths Island

It is also important to have effective policies that can stimulate and manage discussion on social media. Organisations need to deal effectively with negative comments, taking the time to understand and transform negativity, while promptly removing offensive remarks.  Social media policies should be readily accessible to ensure that all contributors are clear on acceptable usage.

Port Fairy is an extremely picturesque town and it was fantastic to be able to share my social media experiences with aspiring leaders.

I was the first elected Councillor in Australia to utilise blogging along with social media as a communications tool. It is inspiring to be able to share this knowledge with emerging leaders.

 

Alex conducting the workshop with PAMS

Social Media Workshop with PAMS (Professional Association Management Services)

By | Advice, Advice for Businesses, Advice for Not-for-profit Organisations and Charities | No Comments

Professional Association Management Services (PAMS) is a business that provides management services for associations, focusing on day-to-day operations.

PAMS contacted Syneka Marketing to discuss social media and its potential for the membership based associations that it manages.

Alex with Richard, the Managing Director of PAMS

Alex with Richard, the Managing Director of PAMS

Syneka Marketing provided an in-house workshop outlining common social media tools, including Facebook, Twitter, LinkedIn and others, outlining the core strengths of each, and their potential uses.

Social media needs to work in conjunction with other marketing and community activities, where its strengths of being able to reach peer networks and reinforce key messages, can be leveraged.

The workshop provided an opportunity to share Syneka Marketing’s expertise and assist PAMS in understanding how social media can work for its clients.

Alex delivering marketing and social media essentials at Third Sector Expo 2013

Social Media Essentials at the 2013 Third Sector Expo

By | Advice, Advice for Not-for-profit Organisations and Charities, Presentations, Resources | 2 Comments

The Third Sector Expo is an annual conference and exhibition dedicated to the not-for-profit sector.

Syneka Marketing has received regular coverage in Third Sector Magazine, providing editorial content over the past year. We were invited to speak at the 2013 Third Sector Expo.

Alex speaking at the 2013 Third Sector Exhibition and Conference

Alex speaking at the 2013 Third Sector Exhibition and Conference

I discussed social media and marketing, outlining how an organisation needs to use the right tools to reach its target markets. Social media is a marketing activity, and should be linked to the actions identified in a marketing plan.

Every not-for-profit organisation needs a marketing plan to support its organisational or corporate strategies. A corporate plan will often identify what an organisation wants to achieve and a marketing plan looks at how to achieve these outcomes.

Marketing plans need to consider the tools that are available to achieve these goals, including communication methods such as social media. Following this approach means you will be able to communicate your key messages through an online community using social media tools.

Websites and social media are only effective if they are regularly updated. This ensures that visitors are aware of your organisation’s activities. In addition, the frequency of updates is one of the metrics Google uses for search engine rankings.

Fortunately social media can be integrated with a website, ensuring consistent messages that can be published once and replicated through tools like Facebook, Twitter and LinkedIn. Integration saves time by ensuring consistency, while also providing a base level of engagement. Using this approach provides the ability to foster online communities, by encouraging committee, staff, volunteers and members to interact with the discussion.

Social media should be treated like other forms of media and covered by a communications policy. The policy should outline acceptable use of social media and identify the spokespeople who provide official comments on your organisation’s social media accounts. Guidelines should be clearly published, including on the About page on Facebook, and visible within Twitter and other social media tools.

There are several social media tools, each of which are designed for different purposes. Facebook is good for building online communities and for promoting events. Twitter is great for quick announcements, and can be linked with Facebook to provide an integrated approach. Pinterest is effective through its use of photographs, and Youtube can host video content that can promote an organisation.

Social media is increasingly prevalent across all demographics. For example, over half of Australia’s population has a Facebook account. People aged 55 plus are now the fastest growing segment of new accounts. While social media has extensive reach, email still has almost universal coverage and should be included as an online form of communication. The ability to share email content should be incorporated within newsletters to encourage recipients to forward messages through social media.

The 2013 Third Sector Expo

The 2013 Third Sector Expo

Policies should distinguish between negativity and offensiveness. Offensive comments, that denigrate, or are inflammatory should be immediately removed. Negative comments, however should be managed by seeking to engage the person that wrote the content. Try and engage the person outside of social media to prevent other comments. In particular, it is best to try and resolve the complaint in person or via the phone to remove the anonymity that social media provides. Resolving a complaint outside of social media will often lead to better outcomes and enable you to demonstrate the steps you undertook to reach a resolution.

Social media can deliver positive outcomes for an organisation, if it is linked to marketing objectives.

For example, if your goal is to raise donations, ensure that messages target prospective donors and that you encourage the sharing of content to reach their extended networks. If you are aiming to raise awareness, then promote stories that creative a narrative, outlining how your organisation achieves positive social or environmental outcomes.

Audio equipment was kindly provided by ConnectingUp. A version of the presentation with audio and slides is available through Youtube:

Or view the slides delivered to the 2013 Third Sector Expo

Thank you to the many participants who attended our presentation and for the discussion on Twitter.  A transcript of the Twitter conversation is available via Storify.

Third Sector Magazine: Activate your community through social media

By | Advice, Advice for Not-for-profit Organisations and Charities, News | No Comments

Third Sector Magazine has published our advice on engaging communities through social media. Alex will be discussing social media as a speaker at the Third Sector Expo on Monday the 15th of April, for details please visit www.thirdsectorevents.com.au.

The website Humanities 21 which is integrated with Facebook, Twitter and other social media tools

The website Humanities 21 which is integrated with Facebook, Twitter and other social media tools

Activate your community through social media

Is your organisation considering social media, but not sure where to start? Or has it recently created a Facebook page and Twitter feed only to be underwhelmed by the results? Syneka Marketing provides seven tips to help your organisation strengthen its social media presence and re-engage its communities online.

Know where to start

Social media is the collective name for a range of tools that enhance interactivity and discussion, such as Twitter, Facebook, LinkedIn, Google+ and Pinterest. Each of these tools has a slightly different purpose and audience, but they are all designed to encourage participation.

Know what you want to achieve

Success begins with strategy and this is no different for social media. Decide the specific outcomes you want to achieve from your social media efforts, such as:

  • Raising awareness
  • Encouraging volunteers
  • Increasing donations.

Once you know what you want to achieve, you can consider the messages and tools that can be used to promote these objectives.

Develop a social media policy

Social media policies help to identify the people who will have access to social media accounts and will be authorised to provide official announcements. Other individuals can respond to comments and interact, as well as support the authorised spokespeople.

Policies should enable board members, staff and volunteers to support the organisation’s social media presence.

Each social media tool has its own audience and key strengths.

Each social media tool has its own audience and key strengths.

Engage and interact

When creating a new social media account, encourage your members or supporters to follow your organisation. In addition, promote your social media presence through your website, newsletter and other communication tools. Undertaking initial promotion will ensure that you can build a network of followers that will assist in promoting your organisation. Follow similar organisations and encourage them to follow you.

Handle negativity

Negative comments should hopefully be kept to a minimum, but it’s important to have clear guidelines to manage any adverse commentary.

Make a clear distinction between negative and offensive comments and respond accordingly. Aim to engage directly with someone that has written a negative comment and suggest that you would like to follow up further. Try and engage the person through offline forms of contact, such as the telephone, so that you can discuss their concerns directly. Attempting to resolve the issue outside of the public realm will enable a more in-depth discussion.

If a comment is deemed to be offensive, it should be removed immediately as per your media and communications policy.

Integrate online tools

One of the great aspects of the web and social media is that messages can be integrated. You can automatically post updates from your website through to Facebook, Twitter and other social media tools. Integration ensures a consistent message while saving time by replicating content across your networks.

Integrating social media means you’ll have more time to foster and develop your community by providing a base level of communications.

Share content

Re-tweeting or sharing posts on Facebook indicates that the person supports your organisation and messages. The sharing of content is the online equivalent of word of mouth advertising and is a great way to extend your organisation’s networks.

Social media, like a website, needs to be kept up-to-date. An inactive presence is worse than having no presence, as the first question someone will ask is whether the organisation still exists.