Ross McCulloch 


0141 554 1587 | 07515162686

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All of today’s resources:

New guide on OSCR website covering strategy, content planning and policy examples

Questions to consider today...

How can social media help me get my job done?

What channel is best for reaching my primary audience?

How do I help my beneficiaries tell their stories?

What content will be interesting & useful to my primary audience?

Do I require specialist training to make the most of video, audio, writing for the web, SEO, social media measurement and email marketing?

Am I free to take risks and try new ideas?

How will I know what success looks like?

What will this look like practically in my day to day work?

Eleven steps to creating a simple social media strategy that works

1.Align content with organisation goals

2. Know your audience

3. Define your audience with personas

4. Dominate your niche

5. Focus on what you’re good at

6. Allocate time and set a budget

7. Brainstorm content ideas

8. Create content

9. Make a simple content calendar

10. Get a promotion strategy

11. Measuring success

1. Let’s get back to basics, how can your content help you achieve organisational goals?

- Create engaging written, audio and visual storytelling content to show the difference you make.

- Increase events & training signups by 15% in 2016/17.

- Increase overall volunteer recruitment by 20% in 2016/17.

- Increase fundraising revenue by 5% in 2016/17.

- Increase peer reviews and recommendations of your services by 25% in 2016.

- Increase email (newsletter, event updates, supporter bulletin, etc) sign-ups by 15% in 2016/17.
- Engage with key journalists to increase your reach in traditional media.

- Increase local visits from MSPs, MPs and Councillors by 30% in 2016/17.

- Create engaging consultation content & conversations to truly understand the views of your users & the wider public.

What do you want to achieve?

- Work in pairs to come up with one goal specific to your work.

- Think about your audience for each goal.

Check out: Make your content marketing meaningful – 7 steps to heaven

2. Know your audience

Which channels do my key audiences use the most?

What do they normally talk about?

What do they need from me?

What sort of content will they find most appealing?

What do my users search for and how do I ensure my content is optimised for search?

Use analytics, social media, face to face conversations and surveys to understand your audience.


- (Understand search)

- (understand what questions people need answered)

- (Most-shared content)

- (Real-time social media search and analysis)

- Graph Search

- (Fine tune with advanced search)

Slide 4

these conversations are powered by blogs, social networks, forums, podcasts, video and photo sharing and so on [Inforgraphic of social media tools]

What's important to remember is that the tools themselves are just that,'s the social interaction that's matters. 

Knowing your audience means understanding…

The average Facebook user has 1500 potential newsfeed stories per day. Only 20% make the cut.

Twitter and Instagram are rolling out Facebook Edgerank-like algorithms.

People on social media channels engage with content that is either interesting or useful to them.

3. Define your audience with personas

Check out: A Beginner’s Guide to Marketing Personas

4. Dominate your niche (what a horrible term)

5. Focus on what you’re good at…


Guides & toolkits


Audio Interviews

How-to videos


Thought leadership

Q&A sessions

Case studies

6. Allocate time and set a budget

How much staff time can you commit to content creation?

Do you plan to pay for promoting your content?

Do you have a budget to bring in an expert writer, videographer, designer, etc?


7. Brainstorm content ideas

- Meet as a staff/volunteer/supporter team

- Use the tools mentioned earlier (BuzzSumo, etc)

- Find a role model

Let’s look at some content ideas for Facebook, Twitter, LinkedIn, YouTube, your blog and beyond...

Ask questions. Understand your users. Spark debate.

User-generated content is gold dust.

Use it as an opportunity to convert.

User-generated content is gold dust when done well.

Piggyback on breaking news.

Don’t just use social media to broadcast.

Don’t be afraid to ask for recommendations.

Use audio to tell powerful stories.

Engage in thought leadership.

Give behind the scenes insights. Go beyond the usual channels.

Go to where your audiences are.

Don’t take yourself too seriously.

8. Actually create content

(a task for back at the office)

If you were asked to create one piece of content (blog post, video, audio, etc) for your organisation tomorrow which topic would you tackle?

- Work in a pair.

- Focus on your audience, ticking either the useful or the interesting box.

- What is a big topic for your sector right now?

-Think about the approach you would take (pinch an idea from my next slide).

- Use this process to begin developing a comprehensive content strategy for your organisation.

Ten content ideas

1. Share and comment on breaking news

2. Use your blog as a thought leadership tool

3. Share stories, photos and videos from events

4. Show the difference you make to children and families

5. Interview experts in your field

6. Allow guest bloggers to share their expertise

7. Share resources and useful tips

8. Ask or answer a question

9. Lists...people love a top ten

10. Highlight your staff and volunteers

9. Create a simple content calendar

A good content calendar is one you’ll actually use. Keep it simple and effective. It could be a Google Doc, Trello Board, Sprout Social or Buffer’s specific tool or a staff-room whiteboard.

Think about key events and timely themes throughout the year.

Once a month may be fine for your chunkier pieces of content such as blog posts, how-to guides, video, audio, etc.

Quality and consistency should be your focus

Remember to dominate your niche (yuck)

All think about ticking either that interesting or useful box

Check out:

15 Life-Changing Content Calendar Tools

How to create a content planning and management process with Trello

10. Get a promotion strategy

Go back to your personas and think about...

How will your users actually see your content online?

Can you guest blog on a site popular with your users?

What newsletter do your users read regularly?

Do you have budget for highly targeted online ads?

Do you have a Google AdWords grant?

Who are the key online influencers in your sector?

Check out:

5 Tools to Discover Industry Influencers

A Complete Guide to Facebook Advertising

11. Measuring success (setting KPIs)

1. Number of new people signed up for a specific fundraising event

2. Number of new people signed up for membership in 2016/17

3. Increase in fundraising revenue in 2016/17 (use Google Analytics, Facebook Pixel, etc to measure conversion)

4. Increase in supporter newsletter subscribers during 2016/17

5. Number of new volunteers (also use offline ways of measurement) 

Increase in monthly giving in 2016/17

7. Number of referrals and self-referrals for a specific service

8. Downloads of a toolkit, annual review, ebook, etc.

9. Significant impact - piece in press, new corporate partner, MP visit, etc

10.  Number of Likes, Followers, etc

Eleven steps to content planning heaven

1.Align content with organisation goals

2. Know your audience

3. Define your audience with personas

4. Dominate your niche

5. Focus on what you’re good at

6. Allocate time and set a budget

7. Brainstorm content ideas

8. Create content

9. Make a simple content calendar

10. Get a promotion strategy

11. Measuring success

Any questions?

Slide 22


So what's the lesson from all of these case studies? Well, for me, it that's we have to give up on the illusion of control. In a networked world, organisations can no longer control what people think or say about them. If you’re worried, jump in with both feet and join the conversation.

ACOSVO Trustees Week Conference 2016 - Social Media Workshop - Ross McCulloch - Nov 2016 - Google Slides