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Communications Internship

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by

Scott Oakley

on 29 July 2013

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Transcript of Communications Internship

1) Other similar organisations
2) A face-to-face interview
3) Online research
On the next day I crafted a 10 week
project timeline
It divided into
6 phases
:
1) Research
2) Analysis
3) Strategy development
4) Implementation
5) Evaluation
6) Handover
This would inform
changes to the website
and the
development of Circle's social media strategy
I
worked
for a family company that provides
online marketing services
to small businesses


Introduction
The internship so far
Improvements to Circle's website
My experience
Summary
& Improvements to Circle's Website
Plan for today
1)

Introduction
2) The internship so far
3) Improvements to Circle's website
4) My experience
5) Summary
Communications Internship
About me
Scott Oakley
4th year
MA Politics
at Edinburgh University
Communications Intern
at Circle through TSIS
My experience
Build and edit websites
(Wordpress)
Established, maintained and evaluated
social media platforms
Integrated
social media with websites
What circle wanted
To
research
,
develop
and
implement
a social media strategy
Website
improvements
Webiste & social media integration
Incidental to this:
To define a comms. and marketing strategy
To review current marketing materials
A good fit then!
The internship
Incidental to this:
To define a comms. and marketing strategy
To review current marketing materials
A

10 week

project
Commenced on the
3rd of June
Today is the beginning of

Week 9
Plan
1) Introduction
2) The internship so far
3) Improvements to Circle's website
4) My experience
5) Summary
My first day
First day, identified
several improvements
to Circle's website
Suggestions received
strong support
from
management team
in second week
I'll discuss them in
Part 3 - Improvements to Circle's website
The master plan
Research
Other similar organisations
Action for Children
Aberlour Child Care Trust
Barnardo's
Children 1st
Waverley Care
Similar to Circle in different ways
Their
websites
Their
social media platforms
and
how they used them

How their social media channels were
integrated with their website
Interview with Jane Griffin from Waverley Care
We talked about many things, such as:

how
Waverley Care
uses social media
how many
social media platforms to use
which
social media platforms to use
what
to use them
for
how social media
ties into a charity's website
how to measure the
effectiveness
of social media
Online research
Be Good Be Social
Social Media Examiner
John Haydon
Charity Comms
Non-Profit Webinars
Researching other organisations revealed the
public side
social media strategies, but not behind the scene details e.g. programs, tips (GA, TweetDeck)

Online research (
articles
,
webinars
) illustrated
tips and tricks
Analysis
Online research
underpinned by actions
of other similar organisations
Noted
consistencies
between the social media strategies charities researched
Consistencies
broken down into numbers
and quantified
Some
consistencies
were
immediately appparent
(Facebook Profile Photo)

Others required some
number-crunching
Certain
not only what Circle
should do
with social media
But also what we
shouldn't do
Strategy development
Research and analysis
compiled
into one single document:
'
Circle's Social Media Strategy
'
A
shorter version
created (no instructions)
'
Circle's Social Media Policy
' made as
guidelines
for how staff should use social media (infl. by other orgs. and A-template)
A '
Social Media Performance Report
' devised to measure
effectiveness
of CSMS
Strategy Development
stage often
intersected
with
Implementation
phase.
Some tools had to be set up before
instructions
In addition, new issues arose during
Strategy Development
when it was found that some tools
overlapped
so they becamse less imp.
e.g. Bit.ly visits tracking (GA)
e.g. GA, YT, MC
Most importantly, during this stage of the project, I got to meet...
Circle's
patron
Went along to help
shoot
the video he is
starring
in
about the organisation
I wanted a particular
background
as I plan to feature it
prominently
on the website
It was an amazing experience
Implementation
Recruiting
staff (stories, one office)
Little uptake
Through management team
Setting up
processes
Website
Social Media
Newsletter
Monitoring
from management set up for first couple of months,
To be relaxed
is better than
Rogue Twitter account
Evaluation
To ensure the processes put in place are
working
To evaluate what is and isn't
effective
about '
Circle's Social Media Strategy
'
Handover
Staff
training day
for all Social Media Volunteers on the
31st of July
Social Media
documentation
Recommendation for SMW's to attend training
events
and subscribe to
newsletters
e.g. 1 C-T-A
Plan
1) Introduction
2) The internship so far
3) Improvements to Circle's website
4) My experience
5) Summary
To give you
an idea
of the size of this work:
120 pages
of research
81 pages
of analysis
Which resulted in:
A
72 page
SMS
(Or a
28 page
short version)
Fun facts
Donate Button
Many other organisations
have donate buttons that are given colours
distinct
from the
colour scheme
of the website
Other examples are
Waverley

Care
, the
NSPCC
and
UNICEF
Catches peoples attention
.
Circle's should
optimise
for donations due to
extra traffic
from SM
(at least 200 pcm)
Mission tagline
Being called Circle doesn't
immediately tell people
what we do
Even the logo "Supporting families in Scotland"
omits
Circle's focus on
children
(FSUS statements)
Unlike
Oxfam/Barnardo's
, Circle not well known enough to
associate
name with our
work
Should have a
mission tagline
here:
Present
on our
social media platforms
, as well as
marketing materials
, to
solidify
message
Other examples include
NIDOS
and
Dog's Trust
David Tennant video
Should be placed where FSU statements are - at top of content (
prominent
)
Celebrities can
capture people's imagination
and are great
endorsements
Obv. why they feature in adverts etc
Managed to get a background during shoot that
contrasts
to Circle's colour scheme
Stands out
Similar colour to donate button
Video placed above donate button
Funnel
for site traffic to donate
Majority
of traffic goes to
homepage
Example:
UNICEF
had a video of Eddie Izzard on their homepage

Videos make the homepage more dynamic
How we help + pie chart
Two
small sections
beneath
the DT video and donate button that are placed side-by-side
How we help:
one sentence
on Circle's
whole-family
approach (not apparent)
Pie chart:
breakdown of expenses
- how much of sponsors money goes
directly
to
supporting
service users
Would move the
parent's feedback
beneath them, or put "How We Help" beneath and put parent's feedback
beside
pie chart
All part of
traffic donation funnel
Tells sponsors
exactly
what money will do, and how
lean
and
effective
Circle is
I looked for
breakdown
to set up personal monthly donation to Oxfam
Social media icons
Relates to
social media integration
Most organisations (
Oxfam
,
Aberlour CCT
,
Save the Children
,
UNICEF
,
Barnardo's
) place them in website footer or in bar at bottom of page
Will place Facebook, Twitter, YouTube and email newsletter icons in either location
News feed
News feed
should be placed where the picture currently is in the side bar
No longer required due to DT video
thumbnail
(more
attention
to this)
News feed is more
dynamic
If people don't want to donate, they may click on a news story and
stay on the site for longer
, perhaps visiting more pages and seeing more calls to donate, etc
General website changes (1)
Second "
Volunteering
" page in "Support Us" dropdown menu
Add "
Our Story
" to "About Us" dropdown menu (ex:
Waverley Care
)
Photos on pages
without photos
Add
Google Analytics
[already added]
Google Analytics
allows us to:
Track
visits
Pages
visited (C-T-A's)
Keywords
used to search for Circle (in
SEs
)
Where they
come from
(
SE
,
SM
,
Direct
)
General website changes (2)
In comparison to other websites, Circle's isn't
modern-looking
Consider redesigning it over the
next couple of years
Suggest making Circle's website
mobile-enabled
Hard to navigate
(small buttons, text)
Have to
pinch
and
zoom
Traffic
75%
of users prefer
mobile-friendly
sites on their phone
61%
more likely to
leave
a site
immediately
on their mobile. if it is not mobile-enabled
Google study
In
July
,
6%
of Circle's traffic was from
mobile
(
GA
).

Considered cumulatively, this is
high number of visitors
who don't have a
good experience
on Circle's website
Plan
1) Introduction
2) The internship so far
3) Improvements to Circle's website
4) My experience
5) Summary
What I'm grateful for
Had opportunity to learn about:
managing
own
project
defining
marketing
and
comms
strategy for a large organisation
experiencing giving
presentation
to the
management team
and
Board
opportunities to learn new
skills
,
network
and work alongside
passionate
people in the
third sector
I've also had fun
Weekly
run
Meeting
David Tennant
on film set
Teaching
guitar
I even spent my
21st birthday
at Circle...
A little legacy
Got a lot
from
Circle
But hope
small legacy
remains

I
hope
:

Circle's
social media strategy continues to
move forward
Circle's
brand
has become
clearer
and
stronger
(
Circle
or
Circle
Scotland? What do they do,
exactly
?)
Plan
1) Introduction
2) The internship so far
3) Improvements to Circle's website
4) My experience
5) Summary
So...
You have:
Learnt
about me
Learnt about my
internship
Heard my
suggestions for changes
to Circle's website, and
Listened to my
experience
so far
Thanks for listening
I hope you enjoyed it
Please feel free to ask any questions
1.1 billion
Facebook users,
751 million
on
mobile
85%
of Twitter usage on
mobile
devices
Google
:
25%
of UK surf the web
primarily
on their
mobile
phone
Looked at:
Result:
Circle already had acc. set up
Couldn't access it (no handover or details saved)
Managed to retrieve
Lesson about proper handovers
Full transcript