NATIONAL TRUST OF SOUTH AUSTRALIA

Strategic Plan
social media and website awareness
Carmen McKinnon 8/1/2013

1. About the document This document describes how and why we intend to establish and manage a presence on several social media platforms including Twitter, Facebook and Instagram. This document will cover: Objectives and measures why we are using social media and how we will assess its success Risks and mitigation how we will minimise potential risks to the organisations reputation Proposition and management how we will populate and use the various channels Promotional plan how we will promote our presence on social media to maximise value Ideas and engagement ideas for weekly tweets/updates to engage with followers

2. Twitter and Facebook overview Twitter is a micro blogging platform which allows its users to post messages (up to 140 characters in length) and converse with other users, either via their phone, tablet or computer web browsers. Twitter has become a main communication platform for organisations and individuals around the world and a great way to create awareness. It is free to use and has a low resource impact, with the potential to deliver many benefits in support of our objectives. 2.1 Instagram overview Instagram is an online photo, sharing, video-sharing and social networking service that enables its users to take pictures and videos, apply digital filters to them and share them on a variety of social networking services including Facebook and Twitter.

3. Objectives and measures Objective Extend the reach of audience by building relationships with relevant audiences including key influencers such as journalists, government bodies, bloggers Provide an informal voice of the organisations to promote understanding and engagement Measures Number of followers; relevance and type of followers(Twitter) Likes and shares (Facebook) Feedback from followers

Provide ways for audiences to subscribe to updates (RSS and email) Monitor mentions on Twitter and comments on Facebook of the organisation, engaging with key influences to amplify positive comments Provide live coverage of events for those who cannot attend

Achieved by having presence on Twitter, Facebook and Instagram Qualitative assessment of individuals

Number of events covered per year; positive feedback of that coverage

The gathering of evaluative data can be done via a range of methods. Facebook Insights Google Analytics Twitter data - e.g. followers

We will evaluate using the above methods every three months

4. Risks Risk Criticism arising from inability to meet the demands of social media users to join conversations or answer enquiries due to resource issues Criticism arising from perceptions that social media platforms are too formal, self-promoting or dry Mitigation Respond to themes and not individuals, reduce by managing expectations with a clear and published policy Reduce by sourcing varied content, and accept that there will be some criticism regardless

5. Channel proposition and management 5.1 Tone of Voice The accounts will be anonymous (no officials will be running the pages), keeping a hypothetical voice making the tweets and updates consistent in tone will be better when several people are contributing to the various platforms.

5.2 Resources The resource impact of running programs such as Twitter, Facebook and Instagram is low compared to other communication tactics. Establishing a group of volunteers who are responsible for sourcing and publishing tweets and updates as well as coordinating replies to incoming messages and monitoring the various accounts. This activity can take less than an hour a day, with evaluation every three months taking approximately a day. 5.3 Content The content for Twitter, Facebook and Instagram will be: Human: Twitter and Facebook users can be hostile towards the over-use of automation from RSS feeds and the constant use of press release headlines. Have the updates paraphrased for the specific channel.

Frequent: a minimum of 2 and a maximum of 10 tweets and updates per working day, a gap of at least 30 minutes between each tweet and update to avoid flooding followers Twitter streams or Facebook and Instagram newsfeeds. (this does not include @replies or comments or live coverage of an event/crisis)

Re-tweetable: to make it easy for others to re-tweet important updates we will restrict tweets to 130 characters (allowing space for RT @ADLHeritage to be included as a prefix).

Credible: Where possible the tweet or update/post should have an actual link to related content or a call to action

5.4 Types of sources and content Content for each channel will comprise of a mixture of business as usual communications repurposed for each individual platform and content produced exclusively for Twitter, Facebook or Instagram.

5.4.1 -

Leveraging existing web content

Event messages information about events we are running or attending will be put online

Photos and videos alerting Twitter and Facebook followers to new media content on Instagram or YouTube. Where possible, embedding photos into tweets and updates or via our Flickr channel.

News any news added to the National Trust website can be configured and posted as an update or tweet

Other website updates - new or updated sections on http://www.nationaltrust.org.au/sa/Home

5.5 Hashtags It is convention among Twitter, Instagram and now Facebook users to distinguish content using semantic tags or keywords, preceded by a # sign. This sign enables other users to search and filter based of those key terms. On Twitter these hashtags also enable trending. The National Trust will use hashtags when: Providing live coverage of events Providing crisis communications. In this even it is likely that a common hashtag will already have been established and we would follow suit. Possible hashtags include: #ADLheritage #NationaltrustADL #SAheritage

5.6 Re-tweeting 5.6.1 Proactive re-tweeting

The National Trust should actively seek opportunities to re-tweet content that helps position the organisation in a positive light. The organisation may wish to consider re-tweeting interesting content that shows up in our own Twitter stream: Tweets from organisations/businesses whose buildings are heritage listed Relevant celebrations/commemorations Tweets from various stakeholders

5.7 Following and followers We will actively follow other relevant organisations and professionals.

6.

Promotion

The various channels will be promoted by: A link for the website, Twitter, Facebook and Instagram on all social media accounts Finding and following relevant Twitter users Asking key influencers on Twitter and Facebook to announce us to their own streams and newsfeeds

7. Engagement with followers 7.1 Adelaide Pubs Using Adelaide pubs that are heritage listed is a great way to target a younger audience and engage with a variety of generations. Ask followers to take pictures of themselves and their friends at the favourite heritage listed pub in Adelaide and share on Twitter and Instagram (using the hashtag #ADLheritage) to increase engagement with followers. e.g. Anyone going to *pub name+ this weekend? share a picture using #ADLheritage or @ADLheritage

7.2 Daily themes Day Monday Tuesday Wednesday Thursday Friday Saturday Sunday Tweet Mystery Monday name this building Tour Tuesday - book a tour/ upload album of photos from inside heritage building At risk heritage Photo of the day (from National Trust or a follower etc.) Fun fact Friday (Did you know?) Pub of the day Venue hire (events)

Updates relating to the sharing of photos may be better suited to Twitter or Instagram, with breaking news or questions and conversations would be suited to Facebook.