e-solutions for   campaigning and      awarenessMiles Maier   Twitter @LasaICTLasa
About Lasa• 25+ years in the sector• Technology leadership, publications,  events and consultancy  www.lasa.org.uk/ict• We...
• Funded by DfE via Children England• Capacity building CYP knowledge of ICT• Series of 6 webinars on technology  www.chil...
Take-AwaysWe all campaign and raise awareness for ourissue. Now about using new media to….• Share CONTENT• Start CONVERSAT...
Audience Poll #1Organisational use of new media?•   Facebook•   Twitter•   YouTube or Vimeo•   Flickr or Picassa•   Linked...
#1.WHAT ISSOCIALMEDIA?
“   Social media…is    about pursuing    relationships and    fostering    communities.    Paul Adams,          Google    ...
Social media is the vehicleby which men have finallydecided it’s cool – andvaluable – to open up,share, make friends andha...
Social media is online mediathat starts conversations,encourages people to pass iton to others, and finds ways totravel on...
#2.WHY DOWE NEEDSOCIAL
Why social media?• huge and still growing• cost-effective way to engage• complements your existing comms• driving traffic,...
Social Networking – the numbers
....if Facebookwere a country, itwould be…..….the third mostpopulated in the world,ahead of the UnitedStates.Only China & ...
Social Networking – the numbers• Of all the websites visited in UK, top 2 are  Social Networks - Google (9.5%),  Facebook ...
Social Networking – the numbers• Average social network user is aged 37• 96% of aged 18-34 on one or more  network• 52% of...
#3.OTHERCHARITIES &SOCIAL MEDIA
Facebook• Driving traffic to website• Moving people to take action – advocate,  volunteer• Less success with direct fundra...
It’s the place where young    people already network                 and share  Great to create a Groupfor network of Supp...
Twitter• Connect with like-minded organisations and  people• Cultivating new connections• Huge reach, quickly• Resource: m...
Events AS they happen not AFTER they have      happenedA transient conversation     Short updates      # hashtags Signpost...
YouTube• Video can be compelling• Start conversations, spreading the word,  hosting user content, host a video channel• Dr...
Anyone can be a                                                                   content creator                         ...
Professional Social           NetworkingRecently passed 100m                users    Join sector specific        special i...
Host your own                                     Social Network                                  Communities building    ...
Other tools• Google+ - create online communities similar to  Facebook• Google Hangouts – online video streaming of  events...
Social Networking sites for Younger                   Audience•   Legal age for most sites is 13 yrs old – though some you...
E-Safety• Children England website• Munch, Poke, Ping – Stephen Carrick-Davies• The Digital Edge - Tim Davies, David Wilco...
#4.HOW TOGETSTARTED
Audience Poll #2Barriers to your organisation’s use of socialmedia?• Where do I start?• Lack of knowledge• Confidence / Fe...
First Steps• Know your objectives and what you want to  say• Research where your audience are – do you  know?• Plan how to...
Promoting your groupHow you could promote your cause:• Think about the mission and aim of what you do• Can you write down ...
Immediacy and responseexpectedType                  Reply withinLetter                2 weeksEmail                 2 daysF...
Which tools?           Goal #1   Goal #2   Audience:       Content:           Expertise:        Total   Rank              ...
Pulling it all together• Social media drives traffic to your website• Good for collaboration and inspiring action• Not so ...
Where to next…?
Where to start…Social Media Planning Guideswww.idealware.org/Digital StoryTellinghttp://ictknowledgebase.org.uk/digitalsto...
#5.QUICK STUFF YOUCANDO NOW
Crowd -Sourcing• Topical• Quick• Good PR• 10,585  views since  Nov 2012
Show and tellhttp://www.guardian.co.uk/lifeandstyle/video/2009/nov/07/kingsmead-eyes
Tweetchat• Good for regular  topical debates• Information exchange• Widening your  community• Quick and easy to set  up• U...
Find Us• Twitter: @LasaICT• Storify: http://storify.com/lasaict• Vimeo: http://vimeo.com/lasacharity• Audioboo: http://aud...
CreditsThis presentation is remixed and adapted from “Whatthe F**K is Social Media” by Martha Kagan ofespresso.com under C...
Lasa esolutions campaigning and awareness
Lasa esolutions campaigning and awareness
Lasa esolutions campaigning and awareness
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Lasa esolutions campaigning and awareness

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Presentation given at Children England's Virtually Ready conference, 24 January 2013.

**CREDITS**
This presentation is remixed and adapted from “What the F**K is Social Media” by Martha Kagan of espresso.com under Creative Commons Licence Attribution-Non-Commercial 2.5, and added to with nuggets of our own received wisdom (yes, really).

Thanks also to Idealware.org for their excellent Social Media Decision Guide which informs some of the slides on which social media to use.

All images are from iStockphoto.com unless otherwise acknowledged.

http://creativecommons.org/licenses/by-nc/2.5/

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  • ASK THE AUDIENCE TO ANSWER WHY WE NEED SOCIAL MEDIA
  • Facebook 845mChina 1.3bn, India 1.2bn, USA 313m
  • Lasa esolutions campaigning and awareness

    1. 1. e-solutions for campaigning and awarenessMiles Maier Twitter @LasaICTLasa
    2. 2. About Lasa• 25+ years in the sector• Technology leadership, publications, events and consultancy www.lasa.org.uk/ict• Welfare Rights www.rightsnet.org.uk
    3. 3. • Funded by DfE via Children England• Capacity building CYP knowledge of ICT• Series of 6 webinars on technology www.childrenengland.org.uk/overview/1584
    4. 4. Take-AwaysWe all campaign and raise awareness for ourissue. Now about using new media to….• Share CONTENT• Start CONVERSATIONS• Work in COLLABORATIONSHOW AND TELL YOUR STORY to$UPPORTER$
    5. 5. Audience Poll #1Organisational use of new media?• Facebook• Twitter• YouTube or Vimeo• Flickr or Picassa• LinkedIn• Pinterest• Storify• Website you can self update
    6. 6. #1.WHAT ISSOCIALMEDIA?
    7. 7. “ Social media…is about pursuing relationships and fostering communities. Paul Adams, Google http://thinkoutsidein.com/blog
    8. 8. Social media is the vehicleby which men have finallydecided it’s cool – andvaluable – to open up,share, make friends andhave conversations.(Women have know this foreons.)”Diane Hessanhttp://Communispace.com
    9. 9. Social media is online mediathat starts conversations,encourages people to pass iton to others, and finds ways totravel on its own.Idealwarehttp://www.idealware.com
    10. 10. #2.WHY DOWE NEEDSOCIAL
    11. 11. Why social media?• huge and still growing• cost-effective way to engage• complements your existing comms• driving traffic, increasing supporters• effective at some things, less effective at others
    12. 12. Social Networking – the numbers
    13. 13. ....if Facebookwere a country, itwould be…..….the third mostpopulated in the world,ahead of the UnitedStates.Only China & India are more populated
    14. 14. Social Networking – the numbers• Of all the websites visited in UK, top 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 networks is 23% of time spent on internet in UK, 159% increase in last 3 years• 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)• YouTube 2nd most popular way to search for content. 24hrs is uploaded every minute
    15. 15. Social Networking – the numbers• Average social network user is aged 37• 96% of aged 18-34 on one or more network• 52% of Facebook users are 18 to 34 yrs• 58% of their media content on mobile devices• 30% check their status as soon as they wake upSo, its not a passing phase, but it is important thatorganisations direct effort to the right network(s)(From – Ofcom, www.clickymedia.co.uk & www.hitwise.com)
    16. 16. #3.OTHERCHARITIES &SOCIAL MEDIA
    17. 17. Facebook• Driving traffic to website• Moving people to take action – advocate, volunteer• Less success with direct fundraising• Resource: min. 2 hours per week
    18. 18. It’s the place where young people already network and share Great to create a Groupfor network of Supporters Set up a Page around a campaign or issue, not about the organisation Check privacy settings which change frequentlyResponsible use by young people & friend unfollow Link to Twitter & Website
    19. 19. Twitter• Connect with like-minded organisations and people• Cultivating new connections• Huge reach, quickly• Resource: min. 2 hours per week
    20. 20. Events AS they happen not AFTER they have happenedA transient conversation Short updates # hashtags Signposts to resources Conversation starters
    21. 21. YouTube• Video can be compelling• Start conversations, spreading the word, hosting user content, host a video channel• Driving traffic to your website• Resource: min. depends on what you plan to do
    22. 22. Anyone can be a content creator Increases Reach Call to Action Spread & Share – dont have to rely on TV or reporters Show face of your organisation and has personality Stream video content with Bambuser or Ustreamhttp://www.youtube.com/watch?v=P8KiVLGyPjI&feature=relmfu http://www.youtube.com/watch?v=cRh8LDz3UTg
    23. 23. Professional Social NetworkingRecently passed 100m users Join sector specific special interest discussion groups Now has section to record volunteer experienceResource: min. 2 hours per week
    24. 24. Host your own Social Network Communities building their own spaces - for discussion - sharing - shows belonging Alternatives:Yammer, Google Sites, SocialGo, Facebook, Wackwall.com
    25. 25. Other tools• Google+ - create online communities similar to Facebook• Google Hangouts – online video streaming of events• Pinterest – collect and share items of interest
    26. 26. Social Networking sites for Younger Audience• Legal age for most sites is 13 yrs old – though some young people using these sites anyway• Dont over react! → Set a good example → Promote responsible use• Once an image or comment is out there ... its out there for ever Club Penguin Superclubs (Scplus.com) Fantage
    27. 27. E-Safety• Children England website• Munch, Poke, Ping – Stephen Carrick-Davies• The Digital Edge - Tim Davies, David Wilcox, Alex Farrow• www.kenttrustweb.org.uk• www.childrenandyouth.org.uk• www.scouts.org.uk• www.wisekids.org.uk
    28. 28. #4.HOW TOGETSTARTED
    29. 29. Audience Poll #2Barriers to your organisation’s use of socialmedia?• Where do I start?• Lack of knowledge• Confidence / Fear• Capacity / Resources• No access from my computer• Dont have any time• Scepticism – whats the point?
    30. 30. First Steps• Know your objectives and what you want to say• Research where your audience are – do you know?• Plan how to use the tools – have a strategy• Choose tool to match audience and implement• Sustain the conversation and say thank you
    31. 31. Promoting your groupHow you could promote your cause:• Think about the mission and aim of what you do• Can you write down your key message in 140 characters, what hooks would you use?• Use new media to tell the story?• How would you interest people in what you are promoting?• Could you Pitch it?
    32. 32. Immediacy and responseexpectedType Reply withinLetter 2 weeksEmail 2 daysFacebook 2 hoursTwitter 2 minutes Hours per week Max. number of you can commit to 2 social media social media channels you can support
    33. 33. Which tools? Goal #1 Goal #2 Audience: Content: Expertise: Total Rank Research best how easy will how easy to get channel to it be for you to staff up to connect with produce the speed? your audience necessary content?FacebookTwitterLinkedInYoutube
    34. 34. Pulling it all together• Social media drives traffic to your website• Good for collaboration and inspiring action• Not so good for direct fundraising• Use consistent messages across all websites & social networks• Share links ... • With all your social networking sites • With everyone!
    35. 35. Where to next…?
    36. 36. Where to start…Social Media Planning Guideswww.idealware.org/Digital StoryTellinghttp://ictknowledgebase.org.uk/digitalstorytellingCommon Craftwww.commoncraft.comSocialSource Commonshttps://socialsourcecommons.org
    37. 37. #5.QUICK STUFF YOUCANDO NOW
    38. 38. Crowd -Sourcing• Topical• Quick• Good PR• 10,585 views since Nov 2012
    39. 39. Show and tellhttp://www.guardian.co.uk/lifeandstyle/video/2009/nov/07/kingsmead-eyes
    40. 40. Tweetchat• Good for regular topical debates• Information exchange• Widening your community• Quick and easy to set up• Use the transcript for a blog
    41. 41. Find Us• Twitter: @LasaICT• Storify: http://storify.com/lasaict• Vimeo: http://vimeo.com/lasacharity• Audioboo: http://audioboo.fm/Lasa• Slideshare: www.slideshare.net/LasaCharity• Social Source: http://bit.ly/T3i3TO
    42. 42. CreditsThis presentation is remixed and adapted from “Whatthe F**K is Social Media” by Martha Kagan ofespresso.com under Creative Commons LicenceAttribution-Non-Commercial 2.5, and added to withnuggets of our own received wisdom (yes, really).Thanks also to Idealware.org for their excellentSocial Media Decision Guide which informs some ofthe slides on which social media to use.All images are from iStockphoto.com unlessotherwise acknowledged.http://creativecommons.org/licenses/by-nc/2.5/

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