Social media for service delivery
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Social media for service delivery

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Presentation at NAWRA workshop on 14 September 2012

Presentation at NAWRA workshop on 14 September 2012

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  • The key question for most nonprofits is not whether social media can be useful—clearly, it can—but rather, how useful, how much time and effort is it likely to take, and what’s reasonable to expect in terms of a return on your time?
  • It’s huge and still growing.Social media compliments existing media not replaces it.Compliments your existing media – drives traffic to website, newsletter, bulletin, etc
  • Facebook 845mChina 1.3bn, India 1.2bn, USA 313m
  • In Idealware’s 2011 Facebook survey, over 70 percent of respondents had succeeded in bringing new supporters to their events, and 66 percent of advocacy organizations had gotten their Facebook fans to take some type of action, like signing a petition. Limited success with direct fundraising. More success with direct action.

Social media for service delivery Social media for service delivery Presentation Transcript

  • Social Media4 ServiceDeliveryIan Goodman
  • Digital Service delivery• Self-help solutions• Smart Assistants• Online assessments• Live Chat• Mobile device apps *• Social Media *
  • ICE BREAKER• Name, job, one thing from today• Questions you may have? • Using social media to connect with socially, financially, digitally disenfranchised clients? • Impact on the way we deliver services? • Examples of advice organisations using social media?
  • #1.WHATISSOCIAL MEDIA?
  • “ Social media…is about pursuing relationships and fostering communities. Paul Adams, Google http://thinkoutsidein.com/blog
  • “Social mediajust now reachedsuch a criticalmass, it‟s toohard to ignore.You don‟t want to be„that guy‟ who refuses toadapt to change andloses touch with reality.”JuliaRoyhttp://juliaroy.com
  • 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
  • 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
  • Photo: flickr.com/photos/briansolis/
  • #2.WHY DOWE NEEDSOCIALMEDIA?
  • 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
  • ....if Facebookwere a country, itwould be the thirdmost populated inthe world, aheadof the UnitedStates.Only China & India are more populated
  • ONE- THIRD.The proportion of women aged 18-34 who checkFacebook when they first wake up – even before goingto the bathroom.
  • http://ansonalex.com/infographics/facebook-user-statistics-2012-infographic/
  • 27 MILLION.The average number of “tweets” per day on Twitter. THAT‟S 8X LAST YEAR‟S VOLUME.
  • 24 HOURS The amount of video uploaded to YouTube every minute.THAT‟S MORE THAN DOUBLE LAST YEAR‟S VOLUME.
  • 4 BILLION.The number of images hosted onFlickr. THAT‟S 13X MORE THAN THE LIBRARY OF CONGRESS.
  • NINETY-FIVE.The percentage of US companiesusing LinkedIn to find and attractemployees.59% use Facebookand 42% useTwitter.
  • #3.WHAT AREWE TRYING TOACCOMPLISH?
  • Over to you…• Define social media goals• Define your audience
  • #4.SOCIAL MEDIATOOLS & HOW THEYMIGHT HELP
  • Facebook• Driving traffic to website• Moving people to take action – advocate, volunteer• Less success with direct fundraising• Resource: min. 2 hours per week
  • Twitter• Connect with like-minded organisations and people• Cultivating new connections• Huge reach, quickly• Resource: min. 2 hours per week
  • Online video• 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
  • www.youtube.com/watch?v=wkbiUrhmNCE
  • Flickr• Tells a story and moves people to take action• Driving traffic to main website• Resource: min. event specific, but new content helps
  • LinkedIn• Recently passed 100m users• Professional networks• Connecting with like-minded people• Good fit for those supporting people in their jobs• Resource: min. 2 hours per week
  • FourSquare• Location based• Crowd sourced• Driving traffic, both online and in person• Building personal relationships• Spreading the word
  • Other tools• Google+ - grown quickly, non-profit potential unclear• Ning – start your own online community (NAVCABoodle)• Blogs – content is everything
  • #5.MOBILEAPPS& ADVICE
  • #6.CHOOSING TOOLS TOMEET OURGOALS?
  • Common Goals• Fundraising - promoting existing campaigns, engaging supporters, clients, funders• Advocacy – taking action, educating, thanking and celebrating• Volunteering – conversation and community, reach new volunteers, celebrate current volunteers• Events – promotion, during the event, post-event• Online promotion and outreach – driving traffic, building lists (pledges, petitions), viral content
  • #7.WHAT AREOUR SOCIAL MEDIABARRIERS?
  • BARRIERS TO USING SOCIAL 5. BarriersMEDIA…• Skills• Capacity• Change factors• Social media tools• Strategy• Inclusion of digitally excluded
  • Which tools?Hours per week you Max. number of socialcan commit to social 2 media channels youmedia can support Goal #1 Goal #2 Goal #3 Content: Expertise: Total Rank how easy will how easy to get it be for you staff up to to produce speed? the necessary content?FacebookTwitterLinkedInYoutube
  • Where to next…?
  • Where to start…Digital Story Tellinghttp://ictknowledgebase.org.uk/digitalstorytellingSocial Media Planning Guideswww.idealware.org/Common Craftwww.commoncraft.comSocialSource Commonshttps://socialsourcecommons.org
  • Stuff Lasa doesTwitter @LasaICTLasa ICT Knowledgebasewww.ictknowledgebase.org.ukMonthly e-bulletinwww.lasa.org.uk/publications/ict-publications/Eventswww.lasa.org.uk/ict/lasa-technology-events-and-conference-programme-2012/
  • 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).All images are from iStockphoto.com unlessotherwise acknowledged.http://creativecommons.org/licenses/by-nc/2.5/