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South West Forum - Social Media Workshop 23rd June 2010
 

South West Forum - Social Media Workshop 23rd June 2010

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Slides to support Social Media Workshop being run as part of South West Forum event "Journey into the Unknown" held on 23rd June 2010

Slides to support Social Media Workshop being run as part of South West Forum event "Journey into the Unknown" held on 23rd June 2010

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  • The language of social media, social networking, new media, etc – has not yet been clearly associated with the needs of the sector – but the links are clear once you understand how social media works and can effectively support key tasks
  • Nothing more than to signify a difference between the way the Internet has been used since the early 1990s (Web 1.0 or the old web) and how it is being used now (Web 2.0) and the difference between printed traditional media and something newer.
  • 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!
  • Importance of relationship management and development – it’s the life blood of social networks
  • e.g. Young people not attending school or isolation of older people
  • The values have been chosen in some cases to reflect the complexity of the engagement method or the tool. They give an indication of not just the money that may need to be invested but also the manual time and effort they may need. If you think of any Engagement methods or Tools that aren’t on any of the cards then you can write your own on the “Your Idea” cards, these have a value of zero points ... But you may be asked to explain why you choose this idea to us all!
  • 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
  • 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
  • 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
  • A separate blog isn’t something NAVCA have tried although we have had blogs for conferences and individual staff do post on navcaboodle blogs. Important to enable (moderated) comments if you are serious about audience feedback
  • Telford & Wrekin CVS
  • Facebook – become a fan of .... .... This is an example of an LIO using Facebook to bring together pictures and events and potentially to gain extra supporters who would not have found them otherwise. .... Also heard of a Kids organisation in Herefordshire who needed supporting statements and testimonies for a funding application. They set up a Facebook Group and in just 3 days got 49 statements for the bid from their friends and users of the organisation who were already on Facebook. Important point, as with all social media – don’t establish a presence on Facebook and then tell existing followers (or people you hope to interest) that they must get a Facebook account. This won’t work! Use Facebook (etc.) to connect with people who are already 100% conversant with the platform but who you’d like to target as followers. Also mention Bebo (aimed at a younger age group) and MySpace (very good for musicians)‏ LinkedIn (more professional business use)‏
  • Another new video – from Doncaster CVS has already been watched 202 times. More relevant for groups and funders in Doncaster wanting to know what the CVS does. These are both quick, low cost and easy to make.
  • Also used at NAVCA events and conferences – large photo sharing section on navcaboodle All pictures loaded on any Flickr account that are given the same tag will appear together when searched for. Again, has RSS feed so you can be alerted of updates
  • Over 3000 unique visitors (early 2010) Over 40 groups Over 1000 members Many active discussion, pictures, videos Not as powerful or rich in features as the individual elements of social media, but a very effective way to quickly build your own social network with many social media functions. High degree of control over user access to groups and discussions, possible to set up hidden or invitation only groups. Facilities to include pictures, video, audio, chat and file uploads, also many application written available as plug ins. Simple and menu driven, can also use own HTML code and with CSS knowledge design templates and logos to insert. Free version has (targeted) adverts which can be removed for a £20/month fee
  • Sites like this and Twitscoop show what people are saying right now on Twitter across the whole world. Not the news on the TV tonight after it has happened or the news tomorrow in the newspaper but what is important now.
  • The values have been chosen in some cases to reflect the complexity of the engagement method or the tool. They give an indication of not just the money that may need to be invested but also the manual time and effort they may need. If you think of any Engagement methods or Tools that aren’t on any of the cards then you can write your own on the “Your Idea” cards, these have a value of zero points ... But you may be asked to explain why you choose this idea to us all! These are not to replace existing ways of working with communities, but to look at new ideas that social media technology offers that could make the work more effective.
  • Add up to 20 to match the Engagement activities you have selected and the Tools you have chosen to use
  • 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
  • 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.

South West Forum - Social Media Workshop 23rd June 2010 South West Forum - Social Media Workshop 23rd June 2010 Presentation Transcript

  • Using Social Media Effectively 23 rd June 2010
  • “ Social Media. They get all excited about gleaming technology and clever gizmos. They talk in acronyms and begin sentences with: “Did you know you can..” The rest of us just want to get on with campaigning, fundraising or service delivery. We want to talk about the people we work with, the communities we’re in and the issues we’re passionate about. We want to find and talk to people who can help us get change, deliver services or make a difference”. Well, Social Media is about all that, telling stories and having conversations, having a space to do that … it just happens that the space is on a computer. (From ‘How to use New Media’ - Media Trust).
  • Old media - Web 1.0 . . . . . static websites with no interaction, text heavy content. Information was just fed TO viewers (Others – if you dare!)
  • New media - Web 2.0 ... . . is interactive websites, open comments allowed, conversations and social networking WITH viewers encouraged
    • Rise of ‘Homo Interconnecticus’ 2009 was the Year of Social Media
    • Facebook use in the UK is now 23 million , a third of the population, up from a fifth in 2008
    • In Jan 2010 Facebook had more global visitors than Google
    • Research claims that social networking is slowly replacing email
    • Statistics show that 25% users are aged 35 - 44
    The story so far...
  • 1/3 of the country and more than 50% of internet users are on Facebook
  • 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
  • Social networks are different to broadcast media
    • Social networks are relational not transactional tools.
    • Social media rewards
      • Generosity
      • Other-centeredness
      • Helpfulness
    • 20-to-1 rule
    • you should make 20 relational ‘deposits’ for every marketing ‘withdrawal’
    • Relevance is key – its all about engagement
    • Tailor made for community organisations, volunteering and voluntary action!
  • The internet as a friendly conversation
    • The art of conversation is to listen more than you talk – it’s a two way process
    • Read and Listen – find out what is happening already
    • Link and Share – and link again! Its these links that keep the conversation flowing
    • Comment and Feedback – agree or disagree, this is what builds communities around a topic
    • Say “Thank You” – as social media is more about the links, introductions and relationships than the technology
    • Be Helpful – share what you have and you’ll be amazed when you get back!
    (http://podnosh.com/social-media-help/what-makes-the-web-social/)
    • Gain new volunteers and donors - Dogs Trust, Whizz Kidz, Milton Keynes Make a Difference
    • Virally promote your cause or brand – Bullying UK, i-volunteer.org.uk
    • Campaign - NUS persuaded HSBC to drop high charges on student overdrafts after getting support of 5,000 Facebook users
    • Cheap or free to use – main cost is time
    • Easier to engage with stakeholders
    Why are they relevant?
    • 2008 our research found that less than 25% were using social networking
    • Main barriers:
      • Lack of knowledge/confidence
      • Lack of business case
      • Access
      • Mixing personal and professional networking
    Voluntary sector usage...
  • 28 (23.9%) 35 (29.9%) 47 (40.2%) 7 (6.0%) 0 (0.0%) NAVCA Chief Officers (Surveyed June 2010)
    • When asked what organisations had on their website:
    • 20% - online picture and media storage
    • 15% - RSS feeds
    • 10% - Podcasts
    • But when asked about external social media sites used:
    • 17% - Facebook for their cause
    • 9% - Youtube
    • 7% - Flickr
    • [nfpSynergy – Virtual Promise 2008 (groups with <£1m turnover)]
    • 2009 after our 1 st round of NSS training
      • Prior to training, 35% had a profile on at least one social network
      • After training, 80% had a profile on at least one social network
      • 15% are also blogging
    Voluntary sector usage...
  •  
    • Time for work!
    • Think of a one-line scenario that your community has experience of, or that’s related to what your organisation does
    • Spend FIVE minutes expanding on this, describe and write down the scenario / your community
    • e.g.
    • - local community support organisation helping young mums
    • - national campaigning body raising awareness of drug use
    • - regional network promoting communication about funding
    • etc.
    • GOALS
    • Think about:
    • The issues the group faces
    • Goals you would you like to achieve
    • Challenges to meeting these goals
    • Communication needs
    • ---
  • ENGAGEMENT Now think of : Possible engagement methods Ways you’d like to work Ideas that could help the group ---
  • How are you communicating now What is your cause or campaign? What are the issues and challenges you face? What is holding you back? What methods of communication are you using? What are their limitations?
  • Communication messages
  • What is the message?
    • We know WHO we are talking to
    • Now need to look at WHAT we are saying
    • Find out the most suitable communication method and best WAY to say it
  • Addressing concerns
    • “ I worry that it’s not finished” – in fact often a half formed blog post can be more inspiring and create a bigger conversation than a polished piece.
    • “ People pretend to be someone they aren’t” – the social web is about individuals not corporate viewpoints. You’ll find your voice weakened if you ‘spin’ ... And others will see through it!
    • “ I worry about being in a vacuum” – follow the tips, linking, connecting and conversing and soon people will do the same for you – it’s true!
    • “ How do I measure success?”– if you’re reaching the right people it’s quality not quantity that counts
    • “ What happens if I ignore people?” – they invest time reading what you say so do the same for them.
    (http://podnosh.com/social-media-help/what-makes-the-web-social/)
  • Social Media in Practice Marketing – Fundraising - Productivity
  • The main Social Media Types
    • An organisations’ activities
    • Which tools are the best
    • Examples of use
    1 2 3 4 5 6 7 8
  • 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]
    • Establish if Social media is right for you
    • What is your organisation trying to achieve?
    • What are the goals you think social media might be able to help you with?
    • Do you already have a website that you can update yourself?
    • Are any of your target audiences already using social media (or are likely to soon)?
    • Have you got the time?
    • Is Social Media right for your organisation?
    • Yes?
    • It is likely that social media will make a significant difference to your organisation
    • No?
    • Think carefully if this is the right time for you to be spending time on this area.
  •  
  • Step 2 – Pick one goal to pursue
    • Pick one goal to pursue
    • Marketing
    • What marketing goals might your organisation have?
  • 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
  •  
    • Quick and easy to set up and continue to develop
    • Draws people to the website
    • Raises awareness within sector
    • Once set up it requires very little work
    • Spreads awareness
    • Draws people to the website
    • Links to blog
    Why these Tools?
    • High number of clients/potential clients have a facebook
    • Links to blog
    • Can have separate facebook page for business activities
    • They have the technology to make it quick and easy
    • It provides them with an extra web presence
    • It gives a face and a personality to your organisation
  • Step 2 – Pick one goal to pursue
    • Pick one goal to pursue
    • Fundraising
    • What fundraising goals might your organisation have?
  • 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
    • Case Study
    • Haworth Cat Rescue
    • Haworth Cat Rescue is an independent charity which runs a re-homing and adoption service for unwanted and stray cats and kittens.
    • 300 cats & kittens a year
    • Feeding
    • Neutering
    • Vets fees
    • Re-housing
    • Fundraising Goals
    • Regular monthly funding to help run the cat shelter
    • Development of new centre fund
    • Promotion and use of online retail shop (under construction)
    • Promote affiliate marketing links with other products and services
  • How they use Social Media
    • Facebook
      • Announcements (new cats etc), stories, relationship building, In for a Pound group, cat picture tags from other Facebook users
    • Website
      • Donation buttons, affiliate links, stories, images
    • Twitter
      • Raising awareness, website traffic
    • Blog
      • New centre appeal, education, donations
  • Productivity/Support
    • Productivity and Support
    • Using Social Media Tools to help you to achieve your organisation’s goals.
    • Productivity = More efficient, effective, sustainable
    • Productivity Rules
    • Quick – save time
    • Easy to implement and use
    • Make a difference
  • Tools for Productivity/Support
    • Communication
      • Skype , Oovoo , Tokbox , DimDim
    • Organising
      • Doodle , Eventbrite , Delicious
    • Collaboration
      • Googledocs , Dropbox
    • Allround useful
      • Jing , PDFCreator , MS Office Compatibility
  • Step 2 – Pick one goal to pursue
    • Use by Local Support & Development Organisations
    • Some examples of how these organisations
    • are using Social Media tools
  •  
  • Visit
  • Visit
  • Causes Dog’s Trust Busts For Justice VAR
  • Visit
  • Visit
  • Niche networks that you can create yourself. Youth Work Online navcaboodle
  • Niche network for volunteers i-volunteer
  • Events AS they happen not AFTER they have happened
  • I asked – “Why does Twitter work for you?” In less than 7 mins I got 7 replies. Twitter keeps me connected to folks I know & helps connect me to new folks & opportunities - also a serendipity engine Great example - I asked if anyone knew where to find the list of NI7 LAs and the CLG webmaster tweeted back the answer Twitter helps me to be connected with people and new developments, and helps to make new connections too Twitter's introduced me to many other organisations with similar goals that I wouldn't have met, & sharing best practice Twitter helps me build & maintain my professional network Keeps me up to speed with others - via my phone - esp important when out of office To keep track of topics/people of interest and discover new topics and people through the first set of people and topics
    • Back to work!
  • TOOLS Think of social media tools to help you. Mailing lists Web forum Blog, Twitter, Youtube, etc. ---
  • RESOURCES You will need to find the resources for these initiatives. Grant funding Volunteer support Selling services ---
  • 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]
  • Social media - reflections
    • What ideas do you have for your use from this session?
    • How could your organisation make more of social media?
    • How could groups you support campaign more effectively by using social media?
    • What gaps are there in supporting them?
    • Has your organisation a social media policy or Twitter guidelines?
    • Any Questions?
  • www.swict.org.uk R egularly updated blog from SW Regional ICT Champion – news, funding updates (ICT), events, etc Email your news and updates, events and case studies to us – martin@cosmic.org.uk @swictchampion Twitter updates and comments – follow today
  • Thank You Julie Harris, COSMIC [email_address] @cosmicjulie