Social media for Lively leaders


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Workshop as part of Lively Leaders Summer School July 2010

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  • 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
  • Use of social networks and blogs now accounts for almost 23% of time spent on the internet in the UK, which is a 159% increase over the last 3 years
  • Importance of relationship management and development – it’s the life blood of social networks
  • 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?
  • Also mention Bebo (aimed at a younger age group) and MySpace (very good for musicians) LinkedIn (more professional business use)
  • Also mention Bebo (aimed at a younger age group) and MySpace (very good for musicians) LinkedIn (more professional business use)
  • Also mention Bebo (aimed at a younger age group) and MySpace (very good for musicians) LinkedIn (more professional business use)
  • 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?
  • It may be helpful for a group of people to be able to work together on a document at the same time. They may be drafting a policy together, preparing a grant application or producing guide to services. One option is to save the document with the author’s name and a version number and circulate it by email. Even in small groups documents can get out of sync and take time to work through. An alternative is a wiki, a collaborative web site that allows authorised users to change the content of the pages though the internet, as well as view a history of changes. Alternatively online document services such as Google Documents offer a way of sharing word processing documents or spreadsheets, so that there is just one copy of a document as it evolves. Whatever the choices the tools are becoming easier to use and may well suit organisations of all sizes who have want to help people collaborate.
  • 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.
  • O - Also. What are your organisation goals A – Also. What are your social media goals, who are your audience, where are they? S – Plan how to achieve these – social media guide I – Also. Try out - Implement S - Also. Monitor
  • 20 minutes plus 10 minutes of discussion
  • Social media for Lively leaders

    1. 1. Social Media for Leaders Julie Harris CEO of COSMIC [email_address] @cosmicjulie
    2. 2. What is it? <ul><li>SOCIAL MEDIA is an umbrella term that defines various activities that integrate technology, social interaction and the construction of words, pictures, videos and audio content. </li></ul>
    3. 6. Photo:
    4. 7. <ul><li>Rise of ‘Homo Interconnecticus’ 2009 was the Year of Social Media </li></ul><ul><li>Facebook use in the UK is now 23 million , a third of the population, up from a fifth in 2008 </li></ul><ul><li>In Jan 2010 Facebook had more global visitors than Google </li></ul><ul><li>Research claims that social networking is slowly replacing email </li></ul><ul><li>Statistics show that 25% users are aged 35 - 44 </li></ul>The story so far...
    5. 8. 1/3 of the country and more than 50% of internet users are on Facebook
    6. 18. Social networks are different to broadcast media <ul><li>Social networks are relational not transactional tools. </li></ul><ul><li>Social media rewards </li></ul><ul><ul><li>Generosity </li></ul></ul><ul><ul><li>Other-centeredness </li></ul></ul><ul><ul><li>Helpfulness </li></ul></ul><ul><li>20-to-1 rule </li></ul><ul><li>you should make 20 relational ‘deposits’ for every marketing ‘withdrawal’ </li></ul><ul><li>Relevance is key – its all about engagement i.e its tailor made for organisations with a community focus ……. </li></ul><ul><li>Social media is ideal for social enterprise! </li></ul>
    7. 20. Communications Strategy <ul><li>What does yours say? </li></ul><ul><li>Who is your audience? </li></ul><ul><li>Does it include social media and social networking? </li></ul><ul><li>What examples do you know of good use of social media? </li></ul>
    8. 21. Social Media / Networking – the major types <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>Impacts / risks </li></ul><ul><li>How to get there </li></ul>
    9. 22. Social Media Guidelines <ul><li>Professional </li></ul><ul><li>Responsible </li></ul><ul><li>Credible </li></ul><ul><li>Responsive </li></ul>
    10. 23. Audio – Podcasting Visit
    11. 24. Online journals - Blogging Visit
    12. 26. Video Sharing - YouTube Visit
    13. 28. Micro-journals - Twitter Visit
    14. 29. Twitter : Reports events AS they happen not AFTER they have happened
    15. 32. Listening to the web – RSS readers
    16. 33. Image Sharing Visit
    17. 34. Social Networking Causes Dog’s Trust Busts For Justice
    18. 35. Social Networking
    19. 36. Social Networking - Specialist
    20. 37. Social media - reflections <ul><li>What ideas do you have for your use? </li></ul><ul><li>How do you think your organisation need to make more of social media? </li></ul><ul><li>How could the leadership within your organisation be strengthened by social media? </li></ul>
    21. 38. Have the safety net in place <ul><li>Have a policy in place covering staff use </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>
    22. 39. Collaborative working - Doodle Visit
    23. 40. Collaborative working - GoogleDocs Visit
    24. 41. Collaborative working - ooVoo Visit
    25. 42. Time for a Break
    26. 44. So What Do We Know?
    27. 45. There are 45,000+ social media experts online right now
    28. 46. If you have a profile on Facebook, you have an opinion…?
    29. 47. Organisations, businesses and brands don’t belong in social spaces…..?
    30. 48. What do Leaders do with social media?
    31. 49. ‘ Wikibrands’ - Customer-Controlled Marketplace
    32. 50. Social, Participation, Engagement, Collaboration, Influence, Community = Smart Business
    33. 51. Key Point - You Don’t Have to Choose Sides, Social Business is not a Religion
    34. 52. It’s for the “Never in a Million Years Traditionalist”
    35. 53. It’s for the “Sensitive New Age Social Media” Type
    36. 54. For both, fundamental changes are occurring in how we build our brands…
    37. 55. Caveat - There is a difference between “Being Social”
    38. 56. Versus “Doing Social”
    39. 57. BUT <ul><li>Why does your organisation want to be ‘social’? </li></ul><ul><li>Work in groups for 10 minutes </li></ul><ul><li>Short list of reasons </li></ul><ul><li>Pros & Cons </li></ul><ul><li>Ideas for the right social media </li></ul>
    41. 59. “ Something you Buy” “ Something you Trust” “ Something you Want” “ Something you Prefer” “ Something you Love” “ Something you Participate In” The new currency on how to build business
    42. 60. <ul><li>More credibly </li></ul><ul><li>More regularly </li></ul><ul><li>More proactively </li></ul><ul><li>More insightfully </li></ul><ul><li>More responsibly </li></ul><ul><li>More </li></ul>Social Media allows you to connect with your customers
    43. 61. Finding your Way! Photo:
    44. 62. Which One is Right for your organisation? <ul><li>Blog - informal project updates? </li></ul><ul><li>Forum - for supporters to discuss? </li></ul><ul><li>Social Network - build cause awareness? </li></ul><ul><li>Twitter - short news 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>
    45. 63. Finding your way <ul><li>O bjectives - what </li></ul><ul><li>A udience - who </li></ul><ul><li>S trategy - pick a path that fits </li></ul><ul><li>I mplement - match the tool </li></ul><ul><li>S ustain - measure, adjust </li></ul>
    46. 64. O bjectives – What do you want to do? A udience – Who are they? Where are they? S trategy – Pick a guided plan with a path that fits I mplement - Match to right social networking tool S ustain – Engage & converse, monitor & revise OASIS was developed by @JohnSheridan [email_address]
    47. 65. Social Media Tools and Fundraising Social Media Tools and Fundraising Social Media Fundraising uses/effectiveness Frequency Twitter Ongoing story – use of # Viral campaigning Signposting Relationship campaign building Throughout the day Facebook Dialogue Campaign central Campaign Recruitment News/updates Stories/images Daily / throughout the day YouTube Campaign stories Emotional Engaging News Daily / Weekly/Monthly Blogs Discussion Stories/images Newsletters News Daily/Weekly Websites Fundraising point Central Hub Information Data management Daily/Weekly SurveyMonkey Research Polling Planning Information gathering analysing Fixed term Online Tools - CharityChoice, JustGiving etc Donating Raising awareness Ongoing
    48. 66. Social Media Tools and Marketing Social Media Tools and Marketing Social Media Marketing uses Frequency Twitter Dialogue Viral marketing Signposting Relationship building Throughout the day Facebook Dialogue Campaigns Stories/images News Daily YouTube Personal Emotional Engaging Instructional Weekly/Monthly Blogs Discussion Stories/images Newsletters News Daily/Weekly Websites Brand Central Hub Information Data management Daily/Weekly SurveyMonkey Questionnaires Targeting Planning Information gathering analysing Fixed term
    49. 67. Action Planning <ul><li>Work in 2 Groups Consider one social media campaign - </li></ul><ul><li>T hreats </li></ul><ul><li>O pportunities </li></ul><ul><li>Objectives </li></ul><ul><li>Audience </li></ul><ul><li>Strategy </li></ul><ul><li>Implementation </li></ul><ul><li>Sustainability </li></ul>
    50. 68. The internet as a friendly conversation <ul><li>The art of conversation is to listen more than you talk – it’s a two way process </li></ul><ul><li>Read and Listen – find out what is happening already </li></ul><ul><li>Link and Share – and link again! Its these links that keep the conversation flowing </li></ul><ul><li>Comment and Feedback – agree or disagree, this is what builds communities around a topic </li></ul><ul><li>Say “Thank You” – as social media is more about the links, introductions and relationships than the technology </li></ul><ul><li>Be Helpful – share what you have and you’ll be amazed when you get back! </li></ul>(
    51. 69. REMEMBER ……
    52. 71. IF <ul><li>IF you can keep your head when all about you Are losing theirs and blaming it on you, </li></ul><ul><li>If you can trust yourself when all men doubt you, But make allowance for their doubting too; </li></ul><ul><li>If you can wait and not be tired by waiting, Or being lied about, don't deal in lies, Or being hated, don't give way to hating, And yet don't look too good, nor talk too wise </li></ul><ul><li>If you can dream - and not make dreams your master;
If you can think - and not make thoughts your aim;
If you can meet with Triumph and Disaster
And treat those two impostors just the same;

If you can talk with crowds and keep your virtue, Or walk with Kings - nor lose the common touch, ….. 

    53. 72. Contact <ul><li>Julie Harris (@cosmicjulie) </li></ul><ul><li>COSMIC </li></ul><ul><li>RISE </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>01404 813226 </li></ul>