** Background to Regional Champions – 5 mins This presentation has been developed by a group of the regional ICT Champions
This presentation has been developed by a group of the regional ICT Champions and NAVCA
Background figures to the web from recent surveys Digital Inclusion research has identified there are barriers that individuals and organisations put up to not using the internet or not going A STEP FURTHER and really exploring the potential of new media / new ideas Lack of physical ICT connection – no, or poor broadband No percived reason to be online – this is where peer support and media examples, community working features Lack of skills to use a computer (could be basics of a PC or internet navigation) or lack of affordable ICT equipment See www.raceonline2012.org for more information
Some more figures from recent surveys A lot of these people fall into groups that we as third sector organisations are working with A CHOICE ? We could pack up and go home after drawing the conclusion that these people are not using the internet so we don’t need to change or service delivery to reach these people with new media. They are happy outside of the circle and we are happy to work with them like that. OR We could look at ways to bring these groups inside the circle and more effective in our work and drive down social exclusion through increased digital inclusion by looking at these tools and ideas? These are the people front line organisation in OUR sector see and are seeking to support every day. We have a responsibility as LIOs to lead by example.
Daunting representation of the size of the social media / social networking internet world Notice also that much of this technology is MOBILE so no longer just something to use on your PC but many other ways to stay connected and networked
Daunting representation of the size of the social media / social networking internet world
.... To the collaborative and conversational way of interacting with web users. Web 2.0 is a collection of tools, applications and changes in working practice that have enabled people in communities to become more connected, to network with their peers and to collectively campaign as force not possible before. It has enabled supporting organisations develop a new way of working with their members; getting the message to them faster by using new techniques (all the senses not just printed word) and has allowed members to directly comment on and influence the organisations direction. Social Media is a way of using tools and platforms running on the Internet to instantly collaborate, share information and experiences, or have a conversation ideas or causes we care about. It’s a world where anyone can be a publisher, a reporter, an artist, a filmmaker, a photographer or pundit …. even an activist or citizen philanthropist! Two key point to remember throughout this “tour” Its about TWO WAY conversations – not a one way street Its about PEOPLE TELLING THEIR STORIES – not the tools and websites (these do come and go)
We are all having conversations We are all collaborating
‘ Old’ media, such as newspapers and TV, is mainly about other people publishing information using expertise and tools that we can’t afford. ‘New’ media uses more accessible tools such as broadband connections and mobile phones and is creating a more interactive and participative culture. Web 2.0 is not a technical specification but suggests that we have moved on from the first version of the internet i.e. Web 1.0. The nuts and bolts of Web 2.0 make it much easier to produce information, tell stories, share ideas and participate in new communities. It includes new tools such as blogs, forums and wikis and is increasingly referred to as ’social media’. Beyond the jargon it offers new ways to link people together, build networks and sustain virtual communities and publish their own photos, videos and news. So what can it do for you? It could create opportunities for you to develop new services, or may further marginalise the people you work with. Whatever you do it is being used by a wider cross section of the public so it is important that you consider what role it could play in the future development of your services.
Invite people to indicate which of these they know and/or have used. Are there any which people don’t know? We will cover each of these in more detail later on
Invite people to indicate whether they think these guidelines are appropriate for social media use? Are there others?
HANDOUT – Group work Objectives ...Decide what message you want to convey or what campaign to raise Audience ... Don’t decide on a social media platform / tool and then ask your supporters to join that platform then support you as they will first be faced with the barrier of accessing the new tool. Instead establish a presence in the platform or using the tool where you already know your target audience are. Strategy ... Have a clear idea of where the use of social media should take you – treat it like any “traditional” marketing campaign in this sense. Its about people and their stories. Implement ... See what others are doing, look at similar organisations. Try out tools and websites, sign up for free trials, tell a limited number of supporters at first. Sustain ... Very important. Don’t launch and then leave alone! Social networks need to be cultivated, conversations need to be stimulated and people need their questions and points they raise responded to. If this doesn’t take place the network will very quickly loose its inertia. Consider writing this “gardening” role into someone’s job description or recognising it as a key organisational task. Don’t be concerned if you feel the need to “pull the plug” on a communication idea if its not working. As most social media is free or very low cost this shouldn’t have a huge impact financially.
New Media is Free (or where a charge is applicable it is low) Your audience is potential every internet connected person on the planet You can post an idea or a ‘message’ and once people discover it and tell their friends about it, and they then tell there friends the dissemination of information becomes exponential. Also some one will come across your idea, and may see a way of getting the message across better, or how they can adapt it to make a difference in their locale. Every one is talking about new media! It’s the big ‘buzz’ which in itself
If you are not a regular user of PC technology and/or the Internet in general it can appear very daunting. However with New Media being Web Based it means that more people can use the same applications regardless of operating system or browser. Have a clear plan of what you want to use NM for. Otherwise you can find your are spending more time playing with the ‘technology’ than actually using it! It may have been a great idea for you to create a page on Bebo at the start of a campaign but in fact Facebook may be social networking site of choice for your audience when you come to launch * this needs to be tempered by saying its not quite as fickle as fashion, WAGS, and who gets in Hello mag!
A charity with a message for teenagers could use Bebo, for older teenagers MySpace (where the average user is female and aged 21) 4, but for University leavers or activists in their mid 20’s Facebook would be more appropriate. An organisation with a more mature audience may choose a blog that accepted (moderated) comments or for users to collaborate thoughts in a wiki. Due to the rise of Web 2.0 technologies, websites such as Facebook, Myspace and YouTube have transformed the web from being perceived primarily as a content delivery tool, into an exciting communications platform. This innovation is changing the way that we use the Web, and inevitably organisations are looking to leverage these developments to help them engage with their customers in new and interesting ways.
Encourage people to take ideas covered so far and link them back to their own development worker roles – which bits did they really feel would be beneficial to organisations? Where are there further learning needs? Which bits did they feel do not apply? General reflections? How does using social media apply during the recession? What advantages can it bring? What disadvantages? This seems very positive, but the decision to deploy a Web 2.0 enhancement on your site should be guided by the same straightforward marketing and communications questions that shape any project that has customers at its heart. Exercise – Return to ‘Happy to Help’ – what ideas would you provide to them in order to improve their plans for the year ahead?
Useful Links Not by any means an exhaustive list enough to get you started in terms first stage sign posting, if unable to help directly, you should be sign posted on to organisations that are able to help and advise further.
Highlight what is out there Explain briefly the roles of Champions/Consortia The concept of Circuit Rider and ICT Development Workers The role that Providers of Infrastructure Support Services can play The role that volunteers can play – including it4communities Talk about the HELP CARD REFERENCE KITS The help that is available from the Private Sector it is not all bad We will return to the sources of help at the end of the session – please feel free to add your own experiences as we go through the day – good local sources of support? Recommendations from your work with other organisations and businesses?
Thanks & To Find Out More
Social Media For Devon VSF
ICT for Successful Organisations Social Media Devon Voluntary Sector Assembly Julie Harris COSMIC ICT Champion for SW Region 23 rd March 2010
<ul><li>A champion for ICT in your region </li></ul><ul><li>To see local infrastructure support organisations </li></ul><ul><ul><ul><li>Operate more efficiently in its day to day work </li></ul></ul></ul><ul><ul><ul><li>Be more effective in its reach and influence </li></ul></ul></ul><ul><li>Voice, representation, advocacy </li></ul><ul><li>Signposting sources of help </li></ul><ul><li>Strategic support </li></ul>Regional ICT Champions
Materials have been prepared by a number of the ICT Champions and NAVCA
<ul><li>FACTS </li></ul><ul><li>We spent 119 billion minutes on the internet in Feb 09. [Global Online Media Landscape”, Nielsen, April 2009] </li></ul><ul><li>UK online shoppers spent £38 billion online in 2009. [IMRG Cap Gemini] </li></ul><ul><li>Three BARRIERS to USE (from Freshminds – April 2009) </li></ul><ul><li>No affordable ACCESS to the internet (Pipes) </li></ul><ul><li>No INTEREST in the content on the internet (People) </li></ul><ul><li>No KNOWLEDGE of how to get on-line (PCs) </li></ul>The Internet
<ul><li>10 million adults have never used the internet of which 4 million are also socially excluded [PWC 2009] </li></ul><ul><li>70% of people living in social housing aren’t online – which is 28% of everyone not online [Oxford Internet Survey 2007] </li></ul><ul><li>70% of people over 65 have never used the internet [ONS 08] </li></ul><ul><li>Of the 4 million , 39% are over 65 , 38% are unemployed and 19% are families with children. </li></ul><ul><li>So, our understanding and use of social media is important to help organisations outreach to groups and communities </li></ul><ul><li>Once connected 17% increase in communication with friends & 14% increase with family [Freshminds, April 09] </li></ul><ul><li>An increase in confidence of 25% to find work [Freshminds, April 2009] </li></ul>The Internet But ...
<ul><li>94% of orgs had HEARD of New Media or Social Media </li></ul><ul><li>Of these, 60% had contributed to New Media of some form </li></ul><ul><ul><ul><li>70% had used Forums </li></ul></ul></ul><ul><ul><ul><li>60% had used Blogs </li></ul></ul></ul><ul><ul><ul><li>60% had used Media Storage </li></ul></ul></ul><ul><ul><ul><li>60% had used Google Apps </li></ul></ul></ul><ul><ul><ul><li>40% had used Wiki’s </li></ul></ul></ul><ul><ul><ul><li>20% had used Twitter </li></ul></ul></ul><ul><ul><ul><li>10% had used Social Bookmarking </li></ul></ul></ul><ul><li>[ICT Champion survey of third sector organisations in East of England – March 2009] </li></ul>Survey : Sector use of Social Media
New media - Web 2.0 . . . . is interactive websites, open comments allowed, conversations and social networking WITH viewers encouraged
<ul><li>How old is ‘Old Media’ or how new actually is ‘New Media’? E.g. not everyone classifies the same, for some e-mail maybe ‘new’ or use of podcasts maybe ‘old’. </li></ul><ul><li>New Media solutions provide additional ways of delivering/promoting your message. </li></ul><ul><li>Old Media (phone, letter, e-mail, newsletters, press releases etc) still have their place. </li></ul><ul><li>Conversations and collaborations, inviting feedback </li></ul><ul><li>Think of all these just as additional tools in your tool kit. </li></ul>
The main Social Media Groups <ul><li>What is it </li></ul><ul><li>Why should you care </li></ul><ul><li>How it’s being used - for our organisations </li></ul><ul><li>How to get there </li></ul><ul><li>Impacts and Risks </li></ul>1 2 3 4 5 6 7 8
Social Media Guidelines <ul><li>Professional </li></ul><ul><li>Responsible </li></ul><ul><li>Credible </li></ul><ul><li>Responsive </li></ul>1 2 3 4 5 6 7 8
Finding your way <ul><li>O bjectives – what do you want to achieve </li></ul><ul><li>A udience – WHO are they? - WHERE are they? </li></ul><ul><li>S trategy - pick a plan with a path that fits </li></ul><ul><li>I mplement - match right social networking tool </li></ul><ul><li>S ustain – engage, converse, measure, adjust </li></ul>
Have the safety net in place <ul><li>Have a policy in place covering staff use (e.g IBM Policy) </li></ul><ul><ul><li>Is it any different to office chat or reading the newspaper? </li></ul></ul><ul><li>Have usage guidelines and fact sheets (e.g. Twitter Guide) </li></ul><ul><li>Don’t be afraid to admit it didn’t work </li></ul><ul><li>Take ALL staff on the journey! </li></ul>
<ul><li>Access to a GLOBAL audience enabling many voices </li></ul><ul><li>F R E E!!! (in most cases) </li></ul><ul><li>Your ideas and messages can be shared & spread very quickly </li></ul><ul><li>Can take on a creative life of its own </li></ul><ul><li>Very high profile – the latest ‘buzz’ </li></ul><ul><li>Portrays the human voice of your organization </li></ul><ul><li>You want share ideas in progress and let others join in and help </li></ul><ul><li>It may be messy – so be prepared to deal with this </li></ul><ul><li>You are already clear in your aims, but open to contributions </li></ul>
<ul><li>Tracking sites can be time consuming – so have a clear plan </li></ul><ul><li>Needs fast internet connection (ADSL / Fibre) – rural issues </li></ul><ul><li>Can be intimidating if not used to using the internet / technology </li></ul><ul><li>Fickle – constantly changing ‘current fashionable product’ </li></ul><ul><li>Impossible to control – groups may take your message and spin it, so it is important to listen to the social networks </li></ul><ul><li>Be prepared for your organisation to change how it works </li></ul><ul><li>Looser control on organisation message and authorization - won’t work if your message is written in stone, not electricity </li></ul><ul><li>Invest time in staff learning new skills and the time to make it an organizational habit </li></ul>
Which is right for your organisation? <ul><li>Blog - informal project progress? </li></ul><ul><li>Forum - for supporters to discuss? </li></ul><ul><li>Social Network - build cause awareness? </li></ul><ul><li>Twitter - short project updates? </li></ul><ul><li>Video / Photo sharing - our annual report? </li></ul><ul><li>RSS - what are others saying? </li></ul><ul><li>A combination of all of these and more! </li></ul><ul><li>Select those that are right for the organisation </li></ul>
Social media - reflections <ul><li>What ideas do you have for your use from this session? </li></ul><ul><li>How could your organisation make more of social media? </li></ul><ul><li>How could groups you support campaign more effectively by using social media? </li></ul><ul><li>What gaps are there in supporting them? </li></ul><ul><li>Has your organisation a social media policy or Twitter guidelines? </li></ul><ul><li>Any Questions? </li></ul>
Useful Links & Contacts <ul><li>ICT Champions www.ictchampions.org.uk </li></ul><ul><li>Capacitybuilders www.improvingsupport.org.uk/ict </li></ul><ul><li>Knowledgebase www.ictknowledgebase.org.uk </li></ul><ul><li>South West Regional ICT Champion Blog – </li></ul><ul><li>www.swict.org.uk </li></ul>