Social Media Strategy: A Case Study with DCMS

A marketing strategy for Crown Representative for VCSEs

Overview

We had the privilege of collaborating with the UK's Department for Digital, Culture, Media, and Sport (DCMS) on a transformative social media strategy DCMS project. The challenge was to develop  a marketing strategy that would target two distinct audiences: civil servants/commissioners and organisations in the Voluntary, Community, and Social Enterprise sector (VCSEs). Our goal was to make these audiences understand the value of working together with the UK Government, encouraging them to adapt their commissioning behaviours for the greater good.

What we did

  1. Understanding the Audience: One of the foundational pillars of effective social media marketing is understanding your target audience. In this case, we had two diverse groups: civil servants/commissioners and VCSEs. Our approach began with comprehensive research to grasp their motivations, pain points, and communication preferences. Armed with this insight, we were ready to craft messages that would resonate.
  2. Clear Messaging and Motivational Communications: The power of plain English cannot be underestimated. To bridge the gap between these two distinct groups, we developed clear and concise messaging. These messages were designed to not only increase understanding but also motivate behaviour change. Our aim was to make it crystal clear why collaboration between civil servants and VCSEs was not just beneficial but crucial for the greater good.
  3. Event Material: In addition to our digital efforts, we also produced materials that can be used at internal and external events. This was a key component of our strategy to foster engagement and understanding. This involved advising and consulting with speakers to ensure their presentations were engaging and effective.
  4. Social Media Expertise: A strong social media presence was paramount in reaching our target audiences. We used platforms like Twitter to disseminate our messaging effectively. This was especially crucial given the public sector context of the project, and our previous experience in this domain played a pivotal role.

Results

Engaging Charities and Social Enterprises

  • We defined clear objectives aligned with government priorities such as "Levelling Up" and fostering a strong and sustainable VCSE sector.
  • Key messages were drafted for various channels, including Twitter, blogs, GOV.UK pages, and LinkedIn.
  • Engaging content, including tailored presentations, blog posts, and tweets, resulted in increased engagement and understanding among our target audience.

Presentation to Government Commercial Staff

  • We created an engaging presentation showcasing the value of commissioning public services from charities and social enterprises designed to be delivered to government commercial staff. This presentation received positive feedback and demonstrated the potential of the VCSE sector.

Webinar Series

  • We created a proposal for a webinar series promoting VCSE readiness to apply for government contracts in targeted sector segments.

Our collaboration with DCMS proved to be a success. Through strategic social media marketing, event planning and clear messaging, we were able to bridge the gap between two distinct worlds and pave the way for a more collaborative future.

Ready to elevate your social media marketing strategy and achieve transformative results? Contact us today to discover how we can help you!

 

 

by ohmysocial

Revising your social media strategy for Covid-19

Recently we've all had to change and adapt the way we do business. The infographic at the bottom of this post shows two things have been dominating conversations on social media: coronavirus and social distancing.

Your existing social media strategy is no longer relevant, and if you continue to post your product or consumer focused content you may appear to be out of touch with the world around us. But how can you stay digitally connected to your community at this time?

A mindset shift is needed with your content approach. Instead of promoting your business, now is the time to think about what responsibility your business or brand owes to your customers and staff during a time of crises.

Everything you do or say should be tied to a wider objective of helping people in your area of expertise. Personal trainer? Jump on Instagram live to do real-time workouts. Beautician? How about a tutorial on how to remove acrylic nails at home. Wellbeing influencer? Why not talk about maintaining mental health under lockdown.

We take a look at how you may wish to reconsider your social media strategy in light of Covid-19.

1. Consider your content principles
  • Review your tone of voice - people need clear, simple and honest information right now
  • Add value - posting for the sake of it may come across as distasteful at the moment. Everyone is spending more time online and content is everywhere. How will you make their lives that little bit easier?
  • Stay up to date - the situation is changing on a daily basis. Being flexible, timely with the latest developments and aligning your message with the current landscape will pay off in the long term.
2. Revise your key topics

Reposition the key topics you talk about in the context of the pandemic. For example, if productivity is a key topic in your content, a working from home focus will resonate with your audience at this time.

If motherhood is a key theme, discuss what it's like to look after children while running a business. Unable to operate as usual due to the pandemic? Share your struggles. Remember we are all in this together - there is respect in vulnerability even in business. It's not about showing off, but showcasing your purpose in action.

3. Consider your channel and content type

Are you sharing information on the right platform for your audience? Remember, you don't need to be everywhere. Also each platform has a slightly different way of communicating - are you adapting your content to suit the platform you are active on?

Simplifying information is appreciated at this time: think infographics, quote cards etc. Engagement for long form video content has never been higher, even if you have to make them on your smartphone. Live video on IG is blowing up at the moment. Doing what you've always done won't be effective enough - consider the new options available to you and execute. Don't be afraid to try new things.

The most effective ways we have found to connect to your audience during this time are:

  • Zoom meetings
  • Live Q&As
  • Email updates
  • Behind the scenes content at home
  • Stories feature

We'll be sharing more insights on our Instagram page regularly.

4. Consider your reactive social media

This is an opportunity to relieve your audience of questions, concerns and comments relating to your industry at this time. It's also a good opportunity to bolster your reputation via reliable information and positive communications.

It's definitely a good time to be online and to make your presence known - research shows that screen time has increased 76% on average. People worldwide are going through massive transitions: learning new skills, exploring their passions and navigating a new online social life.  Many of your content plans pre-Covid won't make sense any more. Don't be afraid to put them completely on hold and revisit the drawing board.

How have you adapted your social media strategy in light of Covid-19? Are you managing to stay connected to your community? Let us know!

infographic showing social media statistics in light of covid-19

 

by ohmysocial