Success in Social Media - Bath Event Nov09

Social Media for Success Julie Harris, COSMIC Copy of this presentation - www.slideshare.net/cosmicjulie

About me
Worked in third sector for 10 years, with COSMIC
SW Regional ICT Champion for Third Sector
Trustee for local organisations and charity
Communications and information
Helping VCOs make best use of ICT
Devon-based, work across region/UK
Chair of RISE – regional body for social enterprises

ICT for the Third Sector
SkilD (in 2008) found the same 4 needs arose when talking to development workers about ICT:
Awareness of the increasing potential for ICT
Information on issues groups should consider when using ICT (planning, policies, support contracts)
Information on sources of funding and local support
Ability to explore the barriers created by ICT for some members

The Internet
FACTS
We spent 119 billion minutes on the internet in Feb 09. [Global Online Media Landscape”, Nielsen, April 2009]
UK online shoppers spent £4.6 billion during Christmas 2008. [IMRG Cap Gemini e-Retail Sales Index]
Three BARRIERS to USE (from Freshminds – April 2009)
No affordable ACCESS to the internet
No INTEREST in the content on the internet
No KNOWLEDGE of how to get on-line

Social Media www.youtube.com/watch?v=sIFYPQjYhv8

Social Media and Digital Marketing
Widely recognised as a key part of strategic planning, promotion and engagement
Enables small and large organisations to use online tools to generate major interest
Holds potential for increasing stakeholder numbers and quality of communications

BUT …..
BUT
25% of adults have never used the internet [ONS 2008]
70% of people living in social housing aren’t online – which is 28% of everyone not online [Oxford Internet Survey 2007]
70% of people over 65 have never used the internet [ONS 08]
Our understanding and use of social media is important to help organisations outreach to groups and communities
Once connected 17% increase in communication with friends & 14% increase with family [Freshminds, April 09]
25% more confident in finding work [Freshminds, April 2009]

What do you need to know?
Websites
E-Marketing and Campaigning
New Media and Web 2.0
Data management
Stakeholder engagement and consultation
Continuity and emergency plans

New Media

94% had HEARD of New Media
60% had used New Media of some form
100% had used Social Networking Sites
70% had used Forums
60% had used Blogs
60% had used Media Storage
60% had used Google Apps
40% had used Wiki’s
20% had used Twitter
10% had used Social Bookmarking

Web 1.0 was all about pulling information down from the internet

Web 2.0 is all about sharing…

Increases the number of communication methods available
Get your message to people/groups that would normally be missed using more traditional methods of communication
Helps to build new and different networks – deepens your connections with people – consultation, evaluation, feedback, shared experiences

New Media solutions provide additional ways of delivering/promoting your message.
Old Media (phone, letter, e-mail, newsletters, press releases etc) still have their place
Think of New Media as additional tools in your tool kit – and consider the ones which wil work for you and your organisation effectively

Why Social Media?
Advocacy
Awareness
Fundraising
Inspiring action
Influencing change
And of course selling services and products …..

The Art of With
“ In the world of the web the main principle is that you can freely communicate with anyone you need to regardless of title or hierarchy. Even if decisions are made in a hierarchical or structured way, communication is free and lateral: anyone can talk to anyone else. The web is creating a culture of working with people not for them. Work is most satisfying and creative when it’s work with people rather than for them.”
Charles Leadbetter, March 2009

… and networks…

… and niche networks that you can create yourself.

From Boulders to Pebbles
“ All the new media and cultural organisations, created from now on, will be ‘pebble’ businesses.
Google and other more intelligent search engines offer to help us find just the pebble we are looking for. Google will increasingly offer to organize more and more of the unruly beach.
Wikipedia is a vast collection of factual pebbles.
YouTube is a collection of video pebbles
Flickr of photographic pebbles
Social networking sites such as Facebook allow us to connect with pebbles who are friends.
Twitter … allows people to create collections of lots of really tiny little pebbles.”
Charles Leadbetter

Audio Podcasting
A news feed with a media sound file attached that can be picked up by a feed reader.
Can be downloaded to portable audio devices (such as MP3 player or ipod) to be listened to on the move.
Turns flat written statement into a vibrant personal story
Captures background sounds / effects / laughter of the project
‘ Audacity’ – free software for recording and converting to MP3 to load to the web http://audacity.sourceforge.net/
Commoncraft Video explaining Podcasting

Weblogs … Blogs
Used by 65% of active UK internet users, who have created 17.8m blogs
A diary detailing events in a periodical fashion. The name is taken from ‘weBLOG’
Keep staff up to date about what individuals are doing
To provide a periodic record of what you have been doing to feedback to funders
To provide case studies of events and parts of your work
Generates evolving conversations as other contribute to the topics you raise
Commoncraft Video explaining Blogs

Video Sharing
Used by 84% of active UK Internet Users
Upload and share videos that you can take on any digital camera or mobile phone.
Once uploaded these can be included on your own website
Videos tagged for easy searching by visitors
Allows comments and conversations to build about the video content or message
Offers many ways to to promote your organisation and its campaigns ... and all for free.

MicroBlogs - Twitter
Built on the SMS mobile phone technology
Mobile phones are most accessible form of mobile media
Allows users to send and read other users' updates which are text-based posts of up to 140 characters in length.
Updates displayed on user's profile page and delivered to other users who have signed up to receive them.
Can be used to alert masses of people, quickly, efficiently and cheaply – about an event, report or campaign
Powerful to ‘ask the (worldwide) audience’ a questions and collate responses – much easier than by email
Commoncraft Video explaining Twitter

Key Social Media Facts: Twitter
Twitter - a great way to reach a wide, yet targeted audience
9.3 M Twitter (March up 131% over February and has passed up LinkedIn for reach.
Nearly one-in-five (19%) online adults ages 18 to 24 have used Twitter/similar services, as have 20% of online adults ages 25 to 34.
Median age of a Twitter user is 31. Median age of a MySpace user is 27, Facebook user is 26 and LinkedIn user is 40. [Pew Research Center] 
People are motivated by learning new things and getting information real-time as it’s developing. [Ann Handley, MarketingProfs, Mashable]

Barack Obama 44 th & Current President of the United States of America used New Media solutions to great effect during his election campaign.
Facebook
Twitter
YouTube
The first president to be allowed to have a Blackberry whilst in office.

Twitter : Reports events AS they happen not AFTER they have happened

10 Ways to use Twitter
1. Networking: find key influencers in your field to follow [http://tweepsearch.com]
2. Knowledge: listen to keep up with latest events in your field [#SocEnt]
3. Research: ask questions to gain insights, ideas, prioritize [@odemagazine]
4. Educating: highlight research, trends, and advances [@casefoundation]
5. Increasing Awareness: share accomplishments, beneficiary stories

10 Ways to use Twitter
6. Filtering: select the best information to ‘retweet’ and save people time [@NetSquared]
7. Events/conferences: increase reach and global participation [#swf09, @socialedge]
8. Fundraising: raise small gifts, create “Epic Change” [ Tweetsgiving, Charity:Water/Twestival]
9. Announcements: post winners of contests, deadlines, milestones, etc. [@changemakers]
10. Friendraising: build loyalty, make personal connections [@lend4health]

Key Social Media Facts: Twitter
A great way to reach a wide, yet targeted audience
10 million people visited Twitter in February 2009 (worldwide); traffic to Twitter in the UK increased by 974% in last year. [ComScore and HitWise]
Nearly one-in-five (19%) online adults ages 18 to 24 have used Twitter/similar services, as have 20% of online adults ages 25 to 34.
Median age of a Twitter user is 31. Median age of a MySpace user is 27, Facebook user is 26 and LinkedIn user is 40. [Pew Research Center] 
People are motivated by learning new things and getting information real-time as it’s developing. [Ann Handley, MarketingProfs, Mashable]

Listening to the web - Inbound
What are other websites saying about your organisation?
What are organisations you support saying?
What are the relevant stakeholder reports and funding opportunities that are being published
RSS enabled feeds automatically can be picked up to be read at your leisure in a feed reader (such as Bloglines or Google Reader) without you having to re-visit each website
Content aggregated into a single easily readable interface
RSS feeds can be converted for email delivery
RSS feeds from others can be embedded in your website

Listening to the web - Outbound
Tell others what you are doing
Easier for supporters (individual and peers) to keep up with your events and news
RSS enabled feeds automatically can be picked up to be read at their leisure in a feed reader (such as Bloglines or Google Reader) without them having to re-visit your site
RSS feeds can be converted for email delivery
Your RSS feed can be embedded into other organisations websites
Commoncraft Video explaining RSS

Listening to the web – RSS readers

Image Sharing
Used by 49% of active UK internet users
Many contributors to these sites allow you to use their photos free of charge, they usually only ask to be credited.
Can be difficult to source good quality photos for websites and publicity, especially without significant cost
Build on-line journal of images relating to your project with tags to enable easy searching and commenting by others
More striking than a report or case study on paper when presented to funders, trustees and stakeholders
Access to photos anywhere so freeing up server space
Commoncraft Video explaining Image Sharing

Image Sharing - Flickr

Social Networking
Used by 60% of active UK internet users
Community websites that link people who share interests and activities or who are interested in exploring the interests and activities of others.
They provide various ways for users to interact, such as chat, messaging, email, video, voice chat, file sharing, blogging, discussion groups and more.
Commoncraft Video explaining Social Networking

Social Networking - Facebook

Social Networking - Ning

Collaborative working
Software that allows a disperse groups of people to work collaboratively towards shared aims.
Create, edit, and link pages together in a variety of document formats
Create collaborative websites - perhaps the most popular example is Wikipedia
Share in discussions and meetings on-line
Commoncraft Video explaining Wikis
Commoncraft Video explaining Google Docs

New Style Collaboration …

Collaborative working - ooVoo

Collaborative working - Doodle

Collaborative working - GoogleDocs

Some Examples
www.colalife.org
www.dogstrust.org.uk
http://twitter.com/dogstrust
Busts for Justice – www.facebook.com/group.php?gid=18589103563

Which One is Right for you?
Blog
Forum
Social Network
Twitter
Other?

Success requires
Research
Developing a Strategy/Action Plan
Preparation of Media – Old & New
Delivery
Often means a need to work with others
Local – develop relationships and plans
What if more geographically spread?

F R E E!!! (in most cases)
Access to a GLOBAL audience
Your ideas and messages can be spread very quickly
Can take on a creative life of its own
VERY HIGH PROFILE – the latest ‘buzz’

Can be intimidating if not used to using the internet/technology
Can be time consuming. Have a clear plan
Can be fickle. What is fashionable this week..
Impossible to control. People/groups may take your message and spin it to their own ends

Which One is Right for your organisation?
Blog - informal project progress?
Forum - for supporters to discuss?
Social Network - build cause awareness?
Twitter - short project updates?
Video / Photo sharing - our annual report?
RSS - what are others saying?
A combination of all of these and more
Select those that are right for the organisation

A combination ?

Where to get help
What type of help do you need?
Who currently provides that help?
Where can you get more help?
What can you get for free?
What do you need to pay for?

Types of help for groups
Volunteers - one off projects + ongoing
Accidental Techies
IT Support Companies
Web Designers
Database Consultants
Circuit Riders
Net:gain Centres
UK Online Centres

Where to get help
National
NCVO/ICT Hub, AbilityNet, NAVCA
Regional
Your ICT Champion
Local/sub-regional
CVS, IT support orgs, volunteer bureau, university, private companies

Who can help you?
ICT Hub: www.icthub.org.uk
Knowledgebase
Suppliers Directory
Publications
IT4Communities: www.it4communities.org.uk
Volunteers
AbilityNet: www.abilitynet.org.uk
Accessibility

www.cosmic.org.uk
Julie Harris
COSMIC
01404 813226
[email_address]
www.cosmic.org.uk
cosmicjulie on Twitter, Facebook, Oovoo
www.swict.org.uk

Success in Social Media - Bath Event Nov09

by Julie Harris on Nov 24, 2009

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Success in Social Media - Bath Event Nov09 — Presentation Transcript