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Clare Roebuck, Locality - social media presentation at Locality's convention 2012
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Clare Roebuck, Locality - social media presentation at Locality's convention 2012

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    • 1. Social media: buildingcommunity engagement @localitynews #Locality12
    • 2. What I’m covering today?• What is social media?• Why is it important?• How will it help my organisation?• Setting goals• Selecting the right social media platforms• Creating great content• Measuring success
    • 3. What is social media? The use of technology combined with social interaction to create or co- create valueEssentially it’s about communicating online – a two way conversation!
    • 4. Social media – how many!
    • 5. Why is it important? 21 million households in UK– 80% have internet access in 2012The number of households with internet access has increased by 7.1 million (23%) since 2006, Office for National Statistics (24 August 2012)
    • 6. Accessing the Internet• Tablet ownership has jumped from 2% to 11% in 12 months• Two fifths of UK adults now own a smartphoneOfcom, Internet use and attitudes, 2012 metrics (July 2012)
    • 7. Social networking use62% of adults usesocial networking sitesOfcom, Internet use and attitudes, Metrics Bulletin, July 2012
    • 8. A social media world• The London 2012 Games dubbed the first social Olympics‘• 9.7m tweets about the event during the Opening Ceremony• 125 times more than the Beijing Opening Ceremony
    • 9. What the public wantTo be listened to, to contribute – the internet is democratic Build Listen relationships Share content
    • 10. Demographics• Highest increases in take-up of broadband = 16-24 + 65-74 year olds• Increase most noticeable in use of mobile phones to go online eg up 8% 25-44 year olds• Across socio economic groups mobile phone use is up and ‘Low income with children in the home’ up the most at 12%• Use of social networking sites – majority 16-24 year olds, but 25-54 years of age not far behind• Average age of Facebook user is 38Ofcom – metrics 2012
    • 11. How will it help my organisation?• More contacts, a network• Get people talking• Involve customers, listen to them, get feedback
    • 12. Getting started - setting goals What are your organisational and communications goals – how does social media contribute to this?
    • 13. Goals templateGoal Target audience Outcome Landing pageCurrent users of Local residents, Attendance Project/bookingservices engaging young families frequency x 3 in pagemore frequently the yearAttract Funders Increase earned Donations pagefunding/new income by 20%incomeNew users of the Local residents, by 5% in the year Introduction toservices older age group the organisationRaise awareness All including press Eg 5 more press Press release,of the brand mentions news
    • 14. What to use?
    • 15. Picking the right platforms• What are your target audience using? – short survey• What are they interested in? – gain insights• Are there alternative ways to reach them?• How will social media enable you to meet your ultimate campaign goals?
    • 16. Facebook• The world’s largest social network, over 1 billion users• Over 50% visit Facebook daily• Average age of Facebook user is 38• What’s it good for: news and events, campaigning, polls• Reaching more people - if ‘like’ page then will show up in news feed for friends to see• Inviting comments and interaction
    • 17. Holt Park Today
    • 18. Locality competition
    • 19. Facebook – using photos
    • 20. Skittles – asking for recipes
    • 21. Twitter• Fastest growing social media network UK• 1 billion new tweets posted every week• Fastest growing age group UK 18-24• 140 characters• Timely – announcements, link to sites• What’s it good for? – Influencing, having conversations – campaigning #saveourlibraries – Back channel
    • 22. Getting going on Twitter• Start by retweeting others’ tweets• Then use # to get more clicks on a subject of interest or event eg #Locality12• Mention prominent figures @ who may retweet to wider audience• Go from being a broadcaster to a conversationalist• Send direct messages
    • 23. My Community Rights
    • 24. #righttobid – 371 tweets
    • 25. Big Green Bookshop
    • 26. #wewillgather
    • 27. What else to consider – Linked In• The world’s largest professional network• More than 175 million members• Pros and cons – eg events added individual profiles not organisations – Business to business – Networking businesses – partnerships, funders – Join a group – discussion – Encourage colleagues to post on Linked In – Recruitment – post an ad
    • 28. YouTube• 4 billion video views per day• Second most popular search engine• Access to new audiences (tag widely to get picked up in searches)• Owned by Google (affect SEO rankings)• Average view time on YouTube is 2.5 seconds
    • 29. Flickr• For more serious photographers than Facebook – 75 million users• Good for SEO• Photography competitions• Share photos for comments• Add to an existing Flickr pool eg assets development
    • 30. Google+• Predicted that by end 2012 400 million members on Google+• Google controls search results, worth registering for SEOOthers:• Pinterest• Instagram• Four Square
    • 31. Research and planning• Optimum time for posts/tweets• Ask questions, engaging• Insights into audiences and how want to interact eg photos, videos• Think about where directing to eg Justgiving 130% increase donations through Facebook• Get people to ‘like’/tweet who are influential
    • 32. Planning content• Think about Search Engine Optimisation - using keywords• Can it be easily shared (facebook, twitter, social bookmarking)?• Use video – and send links to media for PR• Social proof of ‘Like’s, retweets, a recommendation
    • 33. Blogging• Importance of blogging – shift in how public read news, trust public views• Want opinion, honesty• Blogs often on websites, linked to from social media• Brings PR, people share on Facebook/Twitter• Word press most popular
    • 34. Blogging• Campaigns – link to petitions• Fundraising• Engaging people locally around an issue• Commenting and discussions
    • 35. More on video• Can film using phone, ipad, flip camera• Editing on Youtube plus music• Upload short films to YouTube - will improve your ranking on search engines• Remember people have a short attention span online
    • 36. Content and community engagement• Could content work as a series eg regular updates• Involve audience – diary blog posts - taking part in a project – create video, skills they learnt – ‘how to’ video – encouraging sharing through own networks• Run competitions• Try things out, engage and improve
    • 37. What else?• Apps• Don’t forget social bookmarking – on websites eg Stumble Upon• Storify – bringing together activity on different social media platforms• Integrate platforms – if a blog on website, also post on Facebook, Tweet, put on Linked In
    • 38. Implementing• Plan ahead Date Content Platform Eg Project launch Photos Facebook Blog (on web) Twitter Video (on YouTube)
    • 39. Measuring• Measure stats against campaign goals• Assess throughout the year – what’s working what isn’t• Look at comments and make improvements• Storify – to monitor successes for reporting• Stats on Facebook, google analytics traffic social media, Tweetreach, Klout, Social Mention
    • 40. MeasuringPlatform Metric StatTwitter Number of Twitter 200 followers Influence using Klout 42 Number of mentions 30Facebook Number of likes on 150 Facebook Number of 15 posts/commentsLinked In Number of contacts 100
    • 41. Troubleshooting• Expectation to voice opinions – freedom of internet• 3 choices – Reply – Delete – Ignore• Delete if offensive eg swearing, racist etc
    • 42. Have social media guidelines• Encourage staff to engage on social media• Social media code of conduct should not vary wildly from the normal standards of behaviour you would expect• Keep guidelines simple• Encourage prefacing comments when using own accounts to relate to the brand• socialmediagovernance.com/policies
    • 43. Summary• Start by thinking about your audiences – which social platforms• What want to achieve – goals and how social media can be part of that• Select platforms accordingly, focus on ones where outcomes and have resources• Create interesting content – audiences can do this for you• Plan ahead and measure impact• Encourage openness and involvement from staff
    • 44. What’s next• Find social media ambassadors amongst staff• Set up accounts and follow others – learn from the influential tweeters and bloggers• Look for creative ideas inside and outside community sector to engage audiences• Get involved in conversations online reaching a greater number of people and finding your key stakeholders• Make sure links to social media on website
    • 45. Useful websites• Podnosh - getting started• Media Trust - Social media do’s and don’ts http://resources.mediatrust.org/guides/digit• UK Online Centres – at convention• Presentation on Slideshare
    • 46. Contactclare.roebuck@locality.org.uk@localitynews – community news@clareroe