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Social Media Introduction

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Lasa UK
Lasa UK

Social media is about building relationships and fostering communities through online conversations. The document discusses why social media is relevant for organizations, providing statistics on its widespread use. It then covers how to develop a social media plan, including understanding objectives and audience, choosing appropriate platforms to match goals, and maintaining an online presence through regular updates. The key is focusing on people over tools and using social media as a way to tell your story and have two-way discussions.

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. Social Media in Practice Paul Webster (Twitter : @watfordgap) 21st March 2013
Good Morning and House Keeping
“Social Media. They get all excited about gleaming technology and clever gizmos. They talk in acronyms and begin sentences with: “Did you know you can..” The rest of us just want to get on with campaigning, fundraising or service delivery. We want to talk about the people we work with, the communities we’re in and the issues we’re passionate about. We want to find and talk to people who can help us get change, deliver services or make a difference”. Well, Social Media is about all that, telling stories and having conversations, having a space to do that … it just happens that the space is on a computer. (From ‘How to use New Media’ - Media Trust).
• 'Networking' What we are going to do today • Find out what social media is and why its important • Make a plan for good social media use • Think about the best way to communicate • See how other organisations benefit from using social media • Try out and maybe even join some social media websites • Have fun !
Finding Out – Networking and Communications
Lets play a game!
On line collaborative conversations….. Social media…is about pursuing relationships and fostering communities. Paul Adams, Google - http://thinkoutsidein.com/blog 'The Conversational Web', not a Broadcast. Listen more than talk
What is Social Media and why is it relevant
Old media - Web 1.0 . . . http://www.webpagesthatsuck.com/worst-websites-of-2012.html . . static websites with no interaction, text heavy content. Information just fed TO visitors
Social Media is ... . . media rich, interactive, content served based on the reader's choice, open for comments and where immediate conversations are encouraged that can reach a wider group of visitors in seconds. Web 2.0 =Social Media =New Media =Social Networking
Is your organisation on Social Media? No? Probably – Yes! Have you checked?! How are you being represented? How are others marketing what you do? Are you using Social Media? Does your organisation have a website … that is interactive? Have you got a blog? Do you use YouTube or Flickr? Are you on Facebook? Do you Tweet? Do you use web tools to improve organisational efficiency?
http://www.personalizemedia.com/the-count/ Social Networking – the numbers
Social Networking – the numbers • 44.8 million people accessed the internet in the UK (ComScore Dec 2012) • Of all the websites visited in UK, 2 are Social Networks - Google (9.5%), Facebook (6.6%), YouTube (3.5%), ebay (1.9%), WinMail (1.4%). Google = 91% of search traffic. (HitWise – Feb 2012) • Use of social networking sites is 64% of time spent on internet in UK (Ofcom – July 2012) • Of the 48.6 million adult population (ONS), 77% have a Facebook profile, 66% are YouTube users, 32% are on Twitter and 16% have a presence on LinkedIn. (Umph Sept 2011 – sample of 2,400 adults) • 91% of all searches are on Google, YouTube 2nd most popular way to search for content • 96% aged 18-34 on one or more network, 52% of Facebook users in this range. 55% of them check their social networks at least once a day (June 2011) • 57% of people aged over 55 are on line.
It's bewildering ... why should I use social media? No longer something to be brushed aside. Free to use. But consider time - 80% of internet users aged 18-24 have a Facebook or Twitter account as do 73% of those aged 25-34. - 33 million people in UK on Facebook – some will 'Like' your organisation - 15 million on Twitter – some will Tweet their friends about your work - as the 2nd most popular search engine a channel on YouTube may add an extra dimension to the project you cause you are supporting - with bite-sized blog readership increasing – that captivating story by a volunteer on the project may inspire others to help - oh and then there is Pinterest, Linkedin, Google+, Flickr …..
Smart phones and Tablets 17% of households use as primary web connection and 1 in 5 web users will own a tablet by Dec 2013 30% of all UK web traffic from phone/tablet (ComScore – Dec 2012) Over 82% of all UK mobile phone sales are smartphones – 64% of users now have one (ComScore Dec 2012) Will be over 80% by Dec 2013 83% of 13 – 18yr olds have a smartphone 81% never turn their phone off, 30% check status as soon as they wake up 59% use to check social networks, 49% to purchase, 36% for on line banking. 75% of people get their news first on line. So, have you viewed your website on a 18% of Domino's Pizza sales are via mobile app phone/tablet?
Think of an activity your organisation does ... How could it be helped by social media? Increases speed of communication – no faster way to (Action) spread messages than through social networking. Less of a financial cost although ‘expense’ may be time Widens message to people/groups that would normally (Awareness) be missed using more traditional methods – ‘viral’ marketing campaigns hugely powerful creating awareness extremely efficiently. Friends tell their friends. Deepens to build new and different networks – (Fundraising) communities of interest to bounce ideas off and share experiences, increase commitment and belonging for campaigning activity. Show understanding and start some conversations!
Think of an activity your organisation does ... How could it be helped by social media? Generate on-line conversations, promotion and awareness (Change) about the work or latest campaign by the organisation Use RSS and Google Alerts to stay ahead of developments in your area of interest - build a ‘Listening Dashboard’ Joins together communities who are interested in similar (Action) things, have the same likes or are striving for the same objectives. Tell your visitors and supporters about your work in a new way Consider all Five of these together and you have tools that are very powerful – Social Media For Social Good Commoncraft Video explaining Social Media
But what advantage will it give our organisations? You are the content creator – marketing power back in the hands of the organisation. Need a phone … a camera … an audio recorder. It will increase the number of people enquiring about your work who have only heard through social networking sites Less burden on centre staff as you are marketing your information on line and event / resource bookings are possible too Immediacy - show communities you are there and what you're doing. Tell your story - People like stories Rather than a plain website, content kept fresh and up to date. A two way communication link. Projects in same location share and communicate easily with other
Inclusion – Voluntary Sector audience • Social networking shouldn't replace face to face communication • Although 79% of households are connected and 30.1million people access the internet every day (ONS 2011 / 2010), 7.4 million people have never been online • Of this, 31% in low income households and 45% have no post 16 qualifications • 75% in BME communities don’t use internet regularly • 43% put off using social media due to jargon • Away from populated areas broadband and even 3G access can be difficult (33% < 2mbps in Penrith & Borders) • Go-On UK & UK Online Centres resources to help people become a Digital Champion in their office or workplace • Don't depend on one network. It may disappear (Google Reader)
Social Media Planning
The voluntary sector 'problem' Where to start Knowledge Confidence / Fear Capacity / Resources Access Time Cost Scepticism Any more?
Immediacy and Response – a concern? Type News travels Reply within Print 7 days 2 weeks Email 7 hours 2 days Facebook / Blogs 7 minutes 2 hours Twitter 7 seconds 2 minutes Have to allocate staff time for maintaining a social media presence and you will notice less time needed for other communication Social Media websites are increasingly becoming an organisations main 'shop window' – the place visitors check first.
• Don’t worry it’s not finished – A half formed blog post can be more inspiring and Some concerns? create a bigger conversation • Don’t pretend to be someone you aren’t Don't Give Up! – About individuals not corporate views. Your voice may be weakened if you ‘spin’... and others see through it! • Don't be concerned about 'losing control' of message. – if it is respected, social media networks will support it, always aim to counter negatives views with positives • Don’t worry you are in a vacuum. – link & connect, soon people will do the same back – Ration 90 : 9 : 1 (Read, Reply, wRite) • Don’t measure success by numbers – if you’re reaching the right people it’s quality not quantity that counts • Don’t ignore people – they invest time reading what you say (http://podnosh.com/social-media- so do the same for them help/what-makes-the-web-social/)
Any Questions, so far?! Refreshment Break
So, how to take some steps - have a plan • Know your objectives and what you want to say • Come and volunteer with us! • Research where your audience are – do you know? • Survey and find out, work in spaces where your target audience are • Plan how to use the tools – have a strategy • An opening event?, e-bulletin update? Do ‘as well as’ what you do • Choose tool to match audience and implement • Look at what other organisations have done, what works elsewhere? • Sustain the conversation and say thank you • Encourage people to return, keep it new, links from websites • Engage with people on line, be receptive, respond, react
Objectives – what do you want to achieve People and needs first, then tools <Guide – Page 6 – Benefits Q1 and Q2>
Plan - Stop and think! What objectives is your organisation trying to achieve? – How does it fit with the communications plan – What goals do you think social media might help with? Have you got a website that you can update yourself? – Can be simple as Google Sites, Weebly, Flavors or Wordpress – Internet presence is now your main shop window Have you got the time? (To do, To monitor, To thank) Consider how you describe and convey your messages https://www.fifedirect.org.uk/publications/index.cfm?fuseaction=publicatio n.pop&pubid=F96E673E-AB20-1F36-479D2FBB582EC3A1 Are you ready and prepared for change & to release some control?!
Audience – Who are they? – Where are they? If you build it, they won’t come <Guide – Page 7 – Is it suitable? Question 2>
Start conversation – but don't try to move everyone It can be difficult to get It’s easier to go where people to come to you people are already Do you know who your audience is & how they communicate? Are they already using social media sites (and which ones)? Build a genuine open relationship first, engagement follows To participate people won't learn a 'new network & new topic'
It's Social media, not Selling media! How are you marketing what you do now? Attracting people to your online space is an essential part of your comms strategy. Visitors inspired → more likely to be followers. Message is clear and unambiguous, your web site is your shop window, often it will be the first public face supporters and donors see. Tell stories as an authentic picture of what you are doing. Engage in frequent updates & blogs to keep donors informed and involved in what you are doing. Conversations with supporters, build relationships and give them space to say why they care … and Thank them. Include website and social networks on all communications. Make the Call To Action as plain to see and unambiguous on a social network as you would in printed copy.
Strategy - pick a plan with a path that fits We're here. We want to be there. Developing the plan to get there. <Guide – Pages 8,9,10 Pick a goal or campaign to pursue Decide who is going to be involved and - Steps 1 and 2> how much Consider responsible use (Appendix 2)
Summary - Your social networking strategy 1 Social network use similar to use of phone or newsletters 2 Digital space is now the place where people communicate, seek, read, share, purchase & network. Can't ignore any more 3 Have Purpose – WHAT, Audience – WHO, Aims – WHERE 4 Have Champion/s who can steer, update & reply, allocate time Step 2 – Pick one goal to pursue 5 Get full organisation buy-in to social media usage guidelines 6 Be clear, honest and credible. Build Trust. What you say is traceable & on internet for ever, so if you'd not want it in the local paper (or your mother to hear!) don't put it on the web 7 Social media tools are part of your overall resources but with added dimension they enable of social actions & conversations 8 Main website is your hub with many linked social media spokes 9 Your social media presence is active the moment it goes live. Be prepared!
Implement - match right social networking tool But new media doesn’t just replace old media – its 'as-well-as' <Guide – Pages 11, 12 Research – see how others do it (See Appendix 3) Decide on your approach and set targets – Steps 3, 4 and 5> Jump in!
Social Media Introduction
Finding the right tool for the task http://nptechuk.wordpress.com/sms-links/ From Flickr – Claire Sutton and justinbaeder
The best website for the job Choose best tools to create a buzz about your organisation – Audio → Images → Video – See Audioboo, Flickr, Pinterest, Bambuser, Youtube • Choose the context to engage with audience. – Blog → Facebook → Twitter • Choose a useful (FREE) tool/s to help streamline work – Finding out → Letting people know → Running events – See Survey Monkey, MailChimp, Eventbrite Can be a simple choice - Sharing a policy document between trustees Can be a strategic choice - Moving all docs to cloud and eliminating file server
Wordpress Blog – short for weBLOG Not just an on-line (sometimes) personal or project related journal Also simplest way to get a full website Don't worry it's not finished – some of the best blogs build as conversations Also - http://lincsheritageforum.wordpress.com/
Two flavours - .com & .org Open platform for community led content & story development Contains text, pictures, video, audio and commentary on a chosen topic Start conversations, get feedback from visitors, more informal than website Multiple users can have permission to access website and add content Other spaces – Blogger & Tumblr Commoncraft Video - explaining Blogs
Other Website Building Tools Ning – from £60/year http://googlesites.org.uk - Free http://onesite.madewithjam.org/ - £48/year
Think of it as being 'at a big party' Events AS they happen not AFTER they have Twitter happened 500 million accounts (140 million active) approx 34 million registered in UK Fastest way to communicate news and create 'viral' campaigns 40% of tweets from a mobile Hootsuite & Tweetdeck help you manage Can you convey your mission in 140 chrs? Follow Orgs @sparkscharity, @framework_ha, @yatepeople, @yatetownfc, @volunteeringeng & of course @yatevolunteers
@yatevolunteers 'Flagging not Bragging' - use for research Ask questions Signpost to resources Start conversations # (Hashtag), RT (Retweet) Dive in, follow & talk! Great for sharing and learning from a network of Peers or to inform local news See the Content of the Tweet not the Tweeter & follow Words not People
Important to make profile 'followable' - DO add Pictures (logo, background, recent images), Place, Profile and Page - DON'T leave these blank or over-sell and push advertising Use Hoosuite or Tweetdeck to manage conversations A small network of quality followers often results in better conversations through shared links than a large network of followers who never share ideas and knowledge.
Facebook 64% of active UK internet users visit Facebook 33.2 million active accounts in UK 25.8 million views in March 2012 Profiles, Pages and Groups, its where many people search first – so be there Over 1 billion accounts worldwide, half of the active internet population 30% check status as soon as they wake up
It’s the place where many, many people already network and share What you have done Create a Group for invited network of Supporters, include docs & pictures What you are doing Set up an open Page for people to Like & see updates Check Privacy settings and frequent changes Link to Twitter & Blog Just Have a page - - Use it share pictures - Use it to direct back to main website
What’s a Facebook page? Meeting place for people interested in your organisation See statistics and visitors profile First point of call for info and content (links) Open, public place to communicate with your supporters Use as a way to draw people to main website NOT same as a Facebook personal profile
Another way to let people know your news & interviews Audioboo Less bandwidth than video Embed in website Comments make conversations Audioboo – 5 min recordings Instant reporting when editing not a concern ‘Audacity’ is free software for recording and converting to MP3 to load to the web - http://audacity.sourceforge.net/ http://audioboo.fm/Bletchleypark
Social Media = Finding content uploaded by others .. keep looking. Anyone can be a content creator Upload and edit videos in your Individual clips … own channel … or a gallery. http://www.youtube.com/user/VolunteerCentre1 Show Organisation is Genuine & has Personality Increases Reach. If campaigning can be a bold call to action Keep content Fresh 25% of audience 15 – 24 yrs 3.7 billion videos viewed in January 2012
200,000 UK accounts Pinterest 'Home Decor' is most popular category Most popular age is 25-34 Pin boards and share collections of pictures (Repinning) Check copyright of pictures you upload and pin as you would a website 7.9 million visits in Sept 2012 (786% growth over 12 months) Analytics feature to show what is popular
Image Sharing – Flickr Visual record of events A event for all the group Access to reusable images Easy to put on website Hosting 5 Billion images (Sept 2010 – royalpingdom.com) Pinterest website Visual record of work done or projects supported Commoncraft Video
Professional Social Networking Join sector specific special interest discussion groups Now has section to record volunteer experience
Host your own Social Network Communities building their own spaces - for discussion - sharing - shows belonging Alternatives: Yammer, Google Sites, SocialGo, Facebook, Wackwall.com
New way to interact – a Quick Response from visitors – QR Codes Letting people know how to get involved 14.5% of Smartphone users have scanned one. What for? Magazine/Paper (51%), Product (38%), Poster/Flyer (28%), Business Card (12%) (Comscore - EU5 Jan-Mar 2012) http://www.nottinghamcvs.co.uk/files/Get%20involved%20-%20volunteer.doc Create with - http://qrcode.kaywa.com/ : Read with - http://redlaser.com/ (app) Works well for ... Bear in mind … - Direct to difficult web address - No major benefit on a web page - Print media & flyers - Check location has connection - FREE to create and use - Needs smart phone - Current 'buzz' - Check link hasn't changed
..even just to be noticed by a wider audience - get your organisation listed with 'Google Place' page - Verified e.g. Voluntary - Add Photos Action Rotherham - List Offers Derwentside - Streetview Maps CVS & VB here - Show Ratings - Comments
Growing - Location based Marketing & Communications Incentive to visit location In use by Uses Smartphone Shelter Scotland A way to meet up and be Was used by competitive with others M&S in Breast Cancer Care Share tips, comments, to- week do lists and pictures Become a 'mayor' and unlock extra rewards Claim venue & set up page with visitor 'specials' Over 10 million users (June 2011 - worldwide)
Commoncraft Video A Listening Dashboard explaining RSS • What supporters, peers & others saying about your organisation • See policy updates, reports & funding news as they published • How? Subscribe to RSS websites and read at leisure in feed reader Google Alert or Twilert e-mails for important keywords Set-up searches in Twitter for your organisation or ‘hashtags’ Follow lists of Twitter accounts talking about your interests • Use Netvibes service to create a dashboard – www.netvibes.com • 'Listen' to multiple channels with - http://addictomatic.com/ • Turnaround – Use these services to publish FOR your audience!
Following online chat or an topic #hashtag Events often expensive & time consuming to attend, but great for learning & sharing. Participate online or catch-up on tweets, speaker talks, video interviews and event pictures. Mange in :Hootsuite & Tweetdeck Conversations #chat2lrn in : 4pm Thur Twitterfall #nptalk Tweetchat 8pm Wed #yorkshirehour 8pm Wed #vcssupportnw #bigtif etc.
Pulling it all together • Consistency across all websites & social networks • Social media sites are only part of the picture – Make sure your core website is current – Don't forget the offline • Add organisation to Google Places or Foursquare • Share links ... – With all your social networking sites – With 'Like' buttons and 'Share This' links – With everyone!
Consistency across all websites & social networks
'Add This' (e.g. NAVCA) for sharing and tracking links with others on line ... Show all the channels on your main home page
Websites suited to viewing on a phone Volunteering Apps Use of smartphone
Also... (Almost) whatever task you want to do there will be a website or service to assist you ... Eventbrite Mailchimp Doodle, Survey Monkey, Jing, Google+, Pinterest, Google Drive, ifttt, Dropbox, Slideshare … ... maybe best left for another time! Or for a Social Media Surgery
Sustain – engage, converse, measure, adjust If you don’t do it, someone else will <Guide – Pages 13, 14 6, Measure your success 7, Develop – Steps 6 and 7>
Time Planning Frequency and time needed Every Day Tweet, re-tweet, check Google Alerts, (30 mins) check RSS reader & reply to comments Once a Week Write blog post, check analytics, monitor (45 mins) groups & find new people to follow About Monthly Add video to YouTube, share a resource (60 mins) on-line, create podcast & build profile
Measuring Marketing Success - Check how many times links are clicked if using Bit.ly - Listen what's said about your organisation using Topsy - Monitor Google Analytics, Facebook Insights, Wordpress visits - Measure Tweetreach, SocialBro, Twentyfeet, Sparkwi.se - Visualize Infographics on Visual.y, Infogr.am, My Social Strand BUT …. real success is not just about the numbers - Tell stories of real people and real changes - Find out how people heard about you - Build relationships & success by joining in conversations - Social media presence an reflection of your organisation - Engage press, funders, authorities with pictures and video Say Thank You!
The Answer? Know your Message & go to where your Audience are Select appropriate Social Media websites to use Try out Cost and Time saving websites Add links to your social networks in your email signature. - on posters - in QR codes - be consistent Do Better Things …. ….Do Things Better Start small … what one thing could you try out today?
Social Media – Next Steps • How could your organisation use or make more of social media? • Only beneficial if you can see how it helps achieve your goals • Keep it relevant and human – listen first, don’t promote your own work • Don't do it just 'because everyone else is' • Have a plan thinking short, medium and long term and have an internal policy and guidelines for using it • Think of how it applies to Marketing, Fundraising, Productivity, Communications .... and everything else you do • Implement, monitor and adjust – and remember it takes time - maybe 2 to 4 hours per week! Be Helpful – Be Generous - Say Thank You - Share, be amazed what you get back!
Useful links and websites navcaboodle ivo - For For Local Volunteering Support Organisations Organisations Social Media Surgeries To share and learn about social media for communities
Any Questions? Unanswered Questions Things you'd like to be able to do? Anything else …. (Technology related!) My Guides and Links - http://nptechuk.wordpress.com/sms-links/ Media Trust All Our Stories - http://resources.mediatrust.org/microsite/allourstories
Useful links and websites • Social Media Guides http://nptechuk.wordpress.com • Video Tutorials http://www.grovo.com • My Learning Pool http://www.mylearningpool.com • Community How To http://www.communityhowto.org.uk • Social Media Surgeries http://www.socialmediasurgeries.com • Charity Comms http://www.charitycomms.org.uk • KnowHow Non-Profit http://www.knowhownonprofit.org.uk • Jargonbuster http://www.socialbysocial.com/book/a-to-z • ICT Knowledgebase http://www.ictknowledgebase.org.uk • The Very Tiger Blog http://www.theverytiger.com • Watfordgap Services http://www.watforgapdervices.org.uk • Workshop Resources http://www.scribd.com/watfordgap/shelf • Charity Technology Trust www.ctxchange.org
Thank You – My Email & Twitter contacts Paul Webster paul @ watfordgapservices.org.uk @watfordgap

More Related Content

Social Media Introduction

  • 1. . Social Media in Practice Paul Webster (Twitter : @watfordgap) 21st March 2013
  • 2. Good Morning and House Keeping
  • 3. “Social Media. They get all excited about gleaming technology and clever gizmos. They talk in acronyms and begin sentences with: “Did you know you can..” The rest of us just want to get on with campaigning, fundraising or service delivery. We want to talk about the people we work with, the communities we’re in and the issues we’re passionate about. We want to find and talk to people who can help us get change, deliver services or make a difference”. Well, Social Media is about all that, telling stories and having conversations, having a space to do that … it just happens that the space is on a computer. (From ‘How to use New Media’ - Media Trust).
  • 4. • 'Networking' What we are going to do today • Find out what social media is and why its important • Make a plan for good social media use • Think about the best way to communicate • See how other organisations benefit from using social media • Try out and maybe even join some social media websites • Have fun !
  • 5. Finding Out – Networking and Communications
  • 6. Lets play a game!
  • 7. On line collaborative conversations….. Social media…is about pursuing relationships and fostering communities. Paul Adams, Google - http://thinkoutsidein.com/blog 'The Conversational Web', not a Broadcast. Listen more than talk
  • 8. What is Social Media and why is it relevant
  • 9. Old media - Web 1.0 . . . http://www.webpagesthatsuck.com/worst-websites-of-2012.html . . static websites with no interaction, text heavy content. Information just fed TO visitors
  • 10. Social Media is ... . . media rich, interactive, content served based on the reader's choice, open for comments and where immediate conversations are encouraged that can reach a wider group of visitors in seconds. Web 2.0 =Social Media =New Media =Social Networking
  • 11. Is your organisation on Social Media? No? Probably – Yes! Have you checked?! How are you being represented? How are others marketing what you do? Are you using Social Media? Does your organisation have a website … that is interactive? Have you got a blog? Do you use YouTube or Flickr? Are you on Facebook? Do you Tweet? Do you use web tools to improve organisational efficiency?
  • 13. Social Networking – the numbers • 44.8 million people accessed the internet in the UK (ComScore Dec 2012) • Of all the websites visited in UK, 2 are Social Networks - Google (9.5%), Facebook (6.6%), YouTube (3.5%), ebay (1.9%), WinMail (1.4%). Google = 91% of search traffic. (HitWise – Feb 2012) • Use of social networking sites is 64% of time spent on internet in UK (Ofcom – July 2012) • Of the 48.6 million adult population (ONS), 77% have a Facebook profile, 66% are YouTube users, 32% are on Twitter and 16% have a presence on LinkedIn. (Umph Sept 2011 – sample of 2,400 adults) • 91% of all searches are on Google, YouTube 2nd most popular way to search for content • 96% aged 18-34 on one or more network, 52% of Facebook users in this range. 55% of them check their social networks at least once a day (June 2011) • 57% of people aged over 55 are on line.
  • 14. It's bewildering ... why should I use social media? No longer something to be brushed aside. Free to use. But consider time - 80% of internet users aged 18-24 have a Facebook or Twitter account as do 73% of those aged 25-34. - 33 million people in UK on Facebook – some will 'Like' your organisation - 15 million on Twitter – some will Tweet their friends about your work - as the 2nd most popular search engine a channel on YouTube may add an extra dimension to the project you cause you are supporting - with bite-sized blog readership increasing – that captivating story by a volunteer on the project may inspire others to help - oh and then there is Pinterest, Linkedin, Google+, Flickr …..
  • 15. Smart phones and Tablets 17% of households use as primary web connection and 1 in 5 web users will own a tablet by Dec 2013 30% of all UK web traffic from phone/tablet (ComScore – Dec 2012) Over 82% of all UK mobile phone sales are smartphones – 64% of users now have one (ComScore Dec 2012) Will be over 80% by Dec 2013 83% of 13 – 18yr olds have a smartphone 81% never turn their phone off, 30% check status as soon as they wake up 59% use to check social networks, 49% to purchase, 36% for on line banking. 75% of people get their news first on line. So, have you viewed your website on a 18% of Domino's Pizza sales are via mobile app phone/tablet?
  • 16. Think of an activity your organisation does ... How could it be helped by social media? Increases speed of communication – no faster way to (Action) spread messages than through social networking. Less of a financial cost although ‘expense’ may be time Widens message to people/groups that would normally (Awareness) be missed using more traditional methods – ‘viral’ marketing campaigns hugely powerful creating awareness extremely efficiently. Friends tell their friends. Deepens to build new and different networks – (Fundraising) communities of interest to bounce ideas off and share experiences, increase commitment and belonging for campaigning activity. Show understanding and start some conversations!
  • 17. Think of an activity your organisation does ... How could it be helped by social media? Generate on-line conversations, promotion and awareness (Change) about the work or latest campaign by the organisation Use RSS and Google Alerts to stay ahead of developments in your area of interest - build a ‘Listening Dashboard’ Joins together communities who are interested in similar (Action) things, have the same likes or are striving for the same objectives. Tell your visitors and supporters about your work in a new way Consider all Five of these together and you have tools that are very powerful – Social Media For Social Good Commoncraft Video explaining Social Media
  • 18. But what advantage will it give our organisations? You are the content creator – marketing power back in the hands of the organisation. Need a phone … a camera … an audio recorder. It will increase the number of people enquiring about your work who have only heard through social networking sites Less burden on centre staff as you are marketing your information on line and event / resource bookings are possible too Immediacy - show communities you are there and what you're doing. Tell your story - People like stories Rather than a plain website, content kept fresh and up to date. A two way communication link. Projects in same location share and communicate easily with other
  • 19. Inclusion – Voluntary Sector audience • Social networking shouldn't replace face to face communication • Although 79% of households are connected and 30.1million people access the internet every day (ONS 2011 / 2010), 7.4 million people have never been online • Of this, 31% in low income households and 45% have no post 16 qualifications • 75% in BME communities don’t use internet regularly • 43% put off using social media due to jargon • Away from populated areas broadband and even 3G access can be difficult (33% < 2mbps in Penrith & Borders) • Go-On UK & UK Online Centres resources to help people become a Digital Champion in their office or workplace • Don't depend on one network. It may disappear (Google Reader)
  • 21. The voluntary sector 'problem' Where to start Knowledge Confidence / Fear Capacity / Resources Access Time Cost Scepticism Any more?
  • 22. Immediacy and Response – a concern? Type News travels Reply within Print 7 days 2 weeks Email 7 hours 2 days Facebook / Blogs 7 minutes 2 hours Twitter 7 seconds 2 minutes Have to allocate staff time for maintaining a social media presence and you will notice less time needed for other communication Social Media websites are increasingly becoming an organisations main 'shop window' – the place visitors check first.
  • 23. • Don’t worry it’s not finished – A half formed blog post can be more inspiring and Some concerns? create a bigger conversation • Don’t pretend to be someone you aren’t Don't Give Up! – About individuals not corporate views. Your voice may be weakened if you ‘spin’... and others see through it! • Don't be concerned about 'losing control' of message. – if it is respected, social media networks will support it, always aim to counter negatives views with positives • Don’t worry you are in a vacuum. – link & connect, soon people will do the same back – Ration 90 : 9 : 1 (Read, Reply, wRite) • Don’t measure success by numbers – if you’re reaching the right people it’s quality not quantity that counts • Don’t ignore people – they invest time reading what you say (http://podnosh.com/social-media- so do the same for them help/what-makes-the-web-social/)
  • 24. Any Questions, so far?! Refreshment Break
  • 25. So, how to take some steps - have a plan • Know your objectives and what you want to say • Come and volunteer with us! • Research where your audience are – do you know? • Survey and find out, work in spaces where your target audience are • Plan how to use the tools – have a strategy • An opening event?, e-bulletin update? Do ‘as well as’ what you do • Choose tool to match audience and implement • Look at what other organisations have done, what works elsewhere? • Sustain the conversation and say thank you • Encourage people to return, keep it new, links from websites • Engage with people on line, be receptive, respond, react
  • 26. Objectives – what do you want to achieve People and needs first, then tools <Guide – Page 6 – Benefits Q1 and Q2>
  • 27. Plan - Stop and think! What objectives is your organisation trying to achieve? – How does it fit with the communications plan – What goals do you think social media might help with? Have you got a website that you can update yourself? – Can be simple as Google Sites, Weebly, Flavors or Wordpress – Internet presence is now your main shop window Have you got the time? (To do, To monitor, To thank) Consider how you describe and convey your messages https://www.fifedirect.org.uk/publications/index.cfm?fuseaction=publicatio n.pop&pubid=F96E673E-AB20-1F36-479D2FBB582EC3A1 Are you ready and prepared for change & to release some control?!
  • 28. Audience – Who are they? – Where are they? If you build it, they won’t come <Guide – Page 7 – Is it suitable? Question 2>
  • 29. Start conversation – but don't try to move everyone It can be difficult to get It’s easier to go where people to come to you people are already Do you know who your audience is & how they communicate? Are they already using social media sites (and which ones)? Build a genuine open relationship first, engagement follows To participate people won't learn a 'new network & new topic'
  • 30. It's Social media, not Selling media! How are you marketing what you do now? Attracting people to your online space is an essential part of your comms strategy. Visitors inspired → more likely to be followers. Message is clear and unambiguous, your web site is your shop window, often it will be the first public face supporters and donors see. Tell stories as an authentic picture of what you are doing. Engage in frequent updates & blogs to keep donors informed and involved in what you are doing. Conversations with supporters, build relationships and give them space to say why they care … and Thank them. Include website and social networks on all communications. Make the Call To Action as plain to see and unambiguous on a social network as you would in printed copy.
  • 31. Strategy - pick a plan with a path that fits We're here. We want to be there. Developing the plan to get there. <Guide – Pages 8,9,10 Pick a goal or campaign to pursue Decide who is going to be involved and - Steps 1 and 2> how much Consider responsible use (Appendix 2)
  • 32. Summary - Your social networking strategy 1 Social network use similar to use of phone or newsletters 2 Digital space is now the place where people communicate, seek, read, share, purchase & network. Can't ignore any more 3 Have Purpose – WHAT, Audience – WHO, Aims – WHERE 4 Have Champion/s who can steer, update & reply, allocate time Step 2 – Pick one goal to pursue 5 Get full organisation buy-in to social media usage guidelines 6 Be clear, honest and credible. Build Trust. What you say is traceable & on internet for ever, so if you'd not want it in the local paper (or your mother to hear!) don't put it on the web 7 Social media tools are part of your overall resources but with added dimension they enable of social actions & conversations 8 Main website is your hub with many linked social media spokes 9 Your social media presence is active the moment it goes live. Be prepared!
  • 33. Implement - match right social networking tool But new media doesn’t just replace old media – its 'as-well-as' <Guide – Pages 11, 12 Research – see how others do it (See Appendix 3) Decide on your approach and set targets – Steps 3, 4 and 5> Jump in!
  • 35. Finding the right tool for the task http://nptechuk.wordpress.com/sms-links/ From Flickr – Claire Sutton and justinbaeder
  • 36. The best website for the job Choose best tools to create a buzz about your organisation – Audio → Images → Video – See Audioboo, Flickr, Pinterest, Bambuser, Youtube • Choose the context to engage with audience. – Blog → Facebook → Twitter • Choose a useful (FREE) tool/s to help streamline work – Finding out → Letting people know → Running events – See Survey Monkey, MailChimp, Eventbrite Can be a simple choice - Sharing a policy document between trustees Can be a strategic choice - Moving all docs to cloud and eliminating file server
  • 37. Wordpress Blog – short for weBLOG Not just an on-line (sometimes) personal or project related journal Also simplest way to get a full website Don't worry it's not finished – some of the best blogs build as conversations Also - http://lincsheritageforum.wordpress.com/
  • 38. Two flavours - .com & .org Open platform for community led content & story development Contains text, pictures, video, audio and commentary on a chosen topic Start conversations, get feedback from visitors, more informal than website Multiple users can have permission to access website and add content Other spaces – Blogger & Tumblr Commoncraft Video - explaining Blogs
  • 39. Other Website Building Tools Ning – from £60/year http://googlesites.org.uk - Free http://onesite.madewithjam.org/ - £48/year
  • 40. Think of it as being 'at a big party' Events AS they happen not AFTER they have Twitter happened 500 million accounts (140 million active) approx 34 million registered in UK Fastest way to communicate news and create 'viral' campaigns 40% of tweets from a mobile Hootsuite & Tweetdeck help you manage Can you convey your mission in 140 chrs? Follow Orgs @sparkscharity, @framework_ha, @yatepeople, @yatetownfc, @volunteeringeng & of course @yatevolunteers
  • 41. @yatevolunteers 'Flagging not Bragging' - use for research Ask questions Signpost to resources Start conversations # (Hashtag), RT (Retweet) Dive in, follow & talk! Great for sharing and learning from a network of Peers or to inform local news See the Content of the Tweet not the Tweeter & follow Words not People
  • 42. Important to make profile 'followable' - DO add Pictures (logo, background, recent images), Place, Profile and Page - DON'T leave these blank or over-sell and push advertising Use Hoosuite or Tweetdeck to manage conversations A small network of quality followers often results in better conversations through shared links than a large network of followers who never share ideas and knowledge.
  • 43. Facebook 64% of active UK internet users visit Facebook 33.2 million active accounts in UK 25.8 million views in March 2012 Profiles, Pages and Groups, its where many people search first – so be there Over 1 billion accounts worldwide, half of the active internet population 30% check status as soon as they wake up
  • 44. It’s the place where many, many people already network and share What you have done Create a Group for invited network of Supporters, include docs & pictures What you are doing Set up an open Page for people to Like & see updates Check Privacy settings and frequent changes Link to Twitter & Blog Just Have a page - - Use it share pictures - Use it to direct back to main website
  • 45. What’s a Facebook page? Meeting place for people interested in your organisation See statistics and visitors profile First point of call for info and content (links) Open, public place to communicate with your supporters Use as a way to draw people to main website NOT same as a Facebook personal profile
  • 46. Another way to let people know your news & interviews Audioboo Less bandwidth than video Embed in website Comments make conversations Audioboo – 5 min recordings Instant reporting when editing not a concern ‘Audacity’ is free software for recording and converting to MP3 to load to the web - http://audacity.sourceforge.net/ http://audioboo.fm/Bletchleypark
  • 47. Social Media = Finding content uploaded by others .. keep looking. Anyone can be a content creator Upload and edit videos in your Individual clips … own channel … or a gallery. http://www.youtube.com/user/VolunteerCentre1 Show Organisation is Genuine & has Personality Increases Reach. If campaigning can be a bold call to action Keep content Fresh 25% of audience 15 – 24 yrs 3.7 billion videos viewed in January 2012
  • 48. 200,000 UK accounts Pinterest 'Home Decor' is most popular category Most popular age is 25-34 Pin boards and share collections of pictures (Repinning) Check copyright of pictures you upload and pin as you would a website 7.9 million visits in Sept 2012 (786% growth over 12 months) Analytics feature to show what is popular
  • 49. Image Sharing – Flickr Visual record of events A event for all the group Access to reusable images Easy to put on website Hosting 5 Billion images (Sept 2010 – royalpingdom.com) Pinterest website Visual record of work done or projects supported Commoncraft Video
  • 50. Professional Social Networking Join sector specific special interest discussion groups Now has section to record volunteer experience
  • 51. Host your own Social Network Communities building their own spaces - for discussion - sharing - shows belonging Alternatives: Yammer, Google Sites, SocialGo, Facebook, Wackwall.com
  • 52. New way to interact – a Quick Response from visitors – QR Codes Letting people know how to get involved 14.5% of Smartphone users have scanned one. What for? Magazine/Paper (51%), Product (38%), Poster/Flyer (28%), Business Card (12%) (Comscore - EU5 Jan-Mar 2012) http://www.nottinghamcvs.co.uk/files/Get%20involved%20-%20volunteer.doc Create with - http://qrcode.kaywa.com/ : Read with - http://redlaser.com/ (app) Works well for ... Bear in mind … - Direct to difficult web address - No major benefit on a web page - Print media & flyers - Check location has connection - FREE to create and use - Needs smart phone - Current 'buzz' - Check link hasn't changed
  • 53. ..even just to be noticed by a wider audience - get your organisation listed with 'Google Place' page - Verified e.g. Voluntary - Add Photos Action Rotherham - List Offers Derwentside - Streetview Maps CVS & VB here - Show Ratings - Comments
  • 54. Growing - Location based Marketing & Communications Incentive to visit location In use by Uses Smartphone Shelter Scotland A way to meet up and be Was used by competitive with others M&S in Breast Cancer Care Share tips, comments, to- week do lists and pictures Become a 'mayor' and unlock extra rewards Claim venue & set up page with visitor 'specials' Over 10 million users (June 2011 - worldwide)
  • 55. Commoncraft Video A Listening Dashboard explaining RSS • What supporters, peers & others saying about your organisation • See policy updates, reports & funding news as they published • How? Subscribe to RSS websites and read at leisure in feed reader Google Alert or Twilert e-mails for important keywords Set-up searches in Twitter for your organisation or ‘hashtags’ Follow lists of Twitter accounts talking about your interests • Use Netvibes service to create a dashboard – www.netvibes.com • 'Listen' to multiple channels with - http://addictomatic.com/ • Turnaround – Use these services to publish FOR your audience!
  • 56. Following online chat or an topic #hashtag Events often expensive & time consuming to attend, but great for learning & sharing. Participate online or catch-up on tweets, speaker talks, video interviews and event pictures. Mange in :Hootsuite & Tweetdeck Conversations #chat2lrn in : 4pm Thur Twitterfall #nptalk Tweetchat 8pm Wed #yorkshirehour 8pm Wed #vcssupportnw #bigtif etc.
  • 57. Pulling it all together • Consistency across all websites & social networks • Social media sites are only part of the picture – Make sure your core website is current – Don't forget the offline • Add organisation to Google Places or Foursquare • Share links ... – With all your social networking sites – With 'Like' buttons and 'Share This' links – With everyone!
  • 58. Consistency across all websites & social networks
  • 59. 'Add This' (e.g. NAVCA) for sharing and tracking links with others on line ... Show all the channels on your main home page
  • 60. Websites suited to viewing on a phone Volunteering Apps Use of smartphone
  • 61. Also... (Almost) whatever task you want to do there will be a website or service to assist you ... Eventbrite Mailchimp Doodle, Survey Monkey, Jing, Google+, Pinterest, Google Drive, ifttt, Dropbox, Slideshare … ... maybe best left for another time! Or for a Social Media Surgery
  • 62. Sustain – engage, converse, measure, adjust If you don’t do it, someone else will <Guide – Pages 13, 14 6, Measure your success 7, Develop – Steps 6 and 7>
  • 63. Time Planning Frequency and time needed Every Day Tweet, re-tweet, check Google Alerts, (30 mins) check RSS reader & reply to comments Once a Week Write blog post, check analytics, monitor (45 mins) groups & find new people to follow About Monthly Add video to YouTube, share a resource (60 mins) on-line, create podcast & build profile
  • 64. Measuring Marketing Success - Check how many times links are clicked if using Bit.ly - Listen what's said about your organisation using Topsy - Monitor Google Analytics, Facebook Insights, Wordpress visits - Measure Tweetreach, SocialBro, Twentyfeet, Sparkwi.se - Visualize Infographics on Visual.y, Infogr.am, My Social Strand BUT …. real success is not just about the numbers - Tell stories of real people and real changes - Find out how people heard about you - Build relationships & success by joining in conversations - Social media presence an reflection of your organisation - Engage press, funders, authorities with pictures and video Say Thank You!
  • 65. The Answer? Know your Message & go to where your Audience are Select appropriate Social Media websites to use Try out Cost and Time saving websites Add links to your social networks in your email signature. - on posters - in QR codes - be consistent Do Better Things …. ….Do Things Better Start small … what one thing could you try out today?
  • 66. Social Media – Next Steps • How could your organisation use or make more of social media? • Only beneficial if you can see how it helps achieve your goals • Keep it relevant and human – listen first, don’t promote your own work • Don't do it just 'because everyone else is' • Have a plan thinking short, medium and long term and have an internal policy and guidelines for using it • Think of how it applies to Marketing, Fundraising, Productivity, Communications .... and everything else you do • Implement, monitor and adjust – and remember it takes time - maybe 2 to 4 hours per week! Be Helpful – Be Generous - Say Thank You - Share, be amazed what you get back!
  • 67. Useful links and websites navcaboodle ivo - For For Local Volunteering Support Organisations Organisations Social Media Surgeries To share and learn about social media for communities
  • 68. Any Questions? Unanswered Questions Things you'd like to be able to do? Anything else …. (Technology related!) My Guides and Links - http://nptechuk.wordpress.com/sms-links/ Media Trust All Our Stories - http://resources.mediatrust.org/microsite/allourstories
  • 69. Useful links and websites • Social Media Guides http://nptechuk.wordpress.com • Video Tutorials http://www.grovo.com • My Learning Pool http://www.mylearningpool.com • Community How To http://www.communityhowto.org.uk • Social Media Surgeries http://www.socialmediasurgeries.com • Charity Comms http://www.charitycomms.org.uk • KnowHow Non-Profit http://www.knowhownonprofit.org.uk • Jargonbuster http://www.socialbysocial.com/book/a-to-z • ICT Knowledgebase http://www.ictknowledgebase.org.uk • The Very Tiger Blog http://www.theverytiger.com • Watfordgap Services http://www.watforgapdervices.org.uk • Workshop Resources http://www.scribd.com/watfordgap/shelf • Charity Technology Trust www.ctxchange.org
  • 70. Thank You – My Email & Twitter contacts Paul Webster paul @ watfordgapservices.org.uk @watfordgap