Social media and communications workshop held on 13 July 2012


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The presentation given at Peterborough Town Hall by Edward Truch and Didier Soopramanien on 13 July 2012 - on social media and communications - for local community and voluntary groups

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  • This was supposed to be an internal and preliminary document not to be shared in public per se. some references are missing from the document.
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  • another reference missing on page 24 Andreas M. Kaplan, Michael Haenlein, Users of the world, unite! The challenges and opportunities of
    Social Media, Business Horizons,
    Volume 53, Issue 1, January–February 2010, Pages 59-68
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  • framework on slides 25 and 26 are from an H. Kietzmann, Kristopher Hermkens, Ian P. McCarthy, Bruno S. Silvestre, Social media? Get serious! Understanding the functional building blocks of social media, Business Horizons, Volume 54, Issue 3, May–June 2011, Pages 241-251,
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Social media and communications workshop held on 13 July 2012

  1. 1. Social Media in Communities Peterborough 13 July 2012 Prof Edward Truch – Dr Didier Soopramanien –
  2. 2. Contents Section Slide 1 Workshop results 3 2 Presentation - social media in communities 10 3 Case examples 57 4 Learning resources - social media 67 5 Appendix – survey and planning forms 70 2
  3. 3. Survey results and actionable insights - from Peterborough workshop on 13 July 2012 Summary3
  4. 4. Benefits already enjoyed by participating organisations- as reported in survey at workshop start Communication  Visibility  Ability to communicate quickly and widely  Reaching a wider audience  Two-way communications within the group  Publicising events to a wider audience  Feedback from people not directly connected  Recognition Collaboration  Brand recognition  Integration with member groups  Raised profile of individual members  Sharing events and news  International recognition  Networking opportunities  Promotion  Exchange of ideas  Advertising  Working together on joint projects such as  Easy promotion of events exhibitions  Wider publicity Recruitment  Selling work online  New volunteers  Promoting courses and programmes Information  Picked up by regional media  Feedback on work-in-progress  Fundraising  Informing people about activities  Donations  Ability to gain more information  Brings awareness to clients of funding issues  Easily spreading news (CAB) 4
  5. 5. Important factors in encouraging people to use Social Media- as reported in survey at workshop start Confidence  Planning  Showing it is not scary and most people can  Build a plan with clear guideliines use it  Designated staff to update and monitor social  Confidence about what to write media Empowerment  Resources  Empowering people to use on behalf of their  Easy access to Internet and appropriate equipment organisation  Allow people time for social media Trust  Content  Accords with the values of the organisation  Find and develop original content to post  Correct information passed on  Keep dynamic, valid and relevance  Individuals are trusted not to misuse  Effectiveness Training  Making sure it has a positive impact on the  Familiarisation and training provided organisation  More knowledge about how social media  Showing that social media are not a waste of work, even at basic level time Communication  Demonstrating that it is effective in achieving aims  Giving regular reminders to blog  Easy to find information about people  Don’t clog up with social drivel 5
  6. 6. Barriers to using social media- as reported in survey at workshop start Knowledge  Age  Lack of know-how and skills  Many older people are reluctant to start using  Don’t know where to start social media  Need best practices: what to do, what not to  Innovation do  Old fashioned lifestyle  Lack of computer literacy  People who are not on the same wavelength Time  Feeling it is a necessary evil rather than liking  Fear of amount of time that will be taken up it  Lack of time to keep it vibrant  People who are against and slow to adopt to changing environment  People see social media as a black hole for time  Intellectual property Privacy  Doubts about how to protect content  Concerns about loss of privacy  Concerns about opening up to disrepute  Fear of breaches of security and  Benefits confidentiality  Doubts about benefit from using social media 6
  7. 7. Actionable Insights- gained during workshop sessions Training  Activities  Time management for social networking  Create wider events  Use social media to learn about social media  Set up competitions  How to avoid pitfalls  Content  Interviews with public can be used a blogs Roles  Plan stories and blogs for what stories to  Guidelines that define usage for members promote  Time/people allocation  Competitions to engage people with Facebook  Assign an action/role to engage membership and Twitter group  Monitoring  Set up Facebook and Twitter with designated  Twitter searches to find out what people are users talking about Research  Grade and investigate usage  Track how other organisations use social  Specific media media  Use of Facebook/Twitter vs. blogs  Research groups with similar values  Be selective for each website page  Investigate new forms of social media  Start Facebook group  Use YouTube as a means of communication 7
  8. 8. General Insights- gained during workshop sessions Strategy  Challenges  New ways of communicating with Society  Many challenges and constraints  One size does not fit all  Find solution for core challenges  Use mix of methods including traditional ones  Acknowledge vulnerability of organisation  Create a social media policy  Development  Don’t spread yourself too thinly  Social media is fast moving  Re-use stuff especially images  How modern technology is moving forward so Assets fast  Link ‘physical’ events with social media  Platforms  Same information on all sites  Social media need not be primary channel  Social media is another communication  Use tools like TweetDeck to monitor and post channel  Investigate WordPress – open source website Evaluation builder  Awareness and evaluation of where we are  Wide scope of YouTube  Identify ways to evaluate benefits 8
  9. 9. Benchmark- survey of all workshop participants 9
  10. 10. Social media in communities and findings of earlier Peterborough research Presentation10
  11. 11. 11
  12. 12. Keeping on top of email flow 12
  13. 13. New ways of working Source: Tuckman 1965 13
  14. 14. New expectations 14
  15. 15. Traditional engagement15
  16. 16. Two-way engagement16
  17. 17. Lateral engagement17
  18. 18. Social Technographics Ladder Source: Forrester Research 18
  19. 19. Effective community 19
  20. 20. 20
  21. 21. Community of Practice Source: Etienne Wenger (2003)21
  22. 22. Community of Practice- in operation22
  23. 23. Communities of Practice in Government- UK example
  24. 24. Government Intranets
  25. 25. Classification of social media Classification of Social Media by social presence and media richness25
  26. 26. Functionality and implications 26
  27. 27. 27
  28. 28. Visualisation tools28
  29. 29. Multiple-stream scenario 29
  30. 30. Key Questions Who manages your social media strategy? Do you know what the public are saying about you on Facebook? What about on Twitter? LinkedIn? Do your people know what they’re allowed to say (and not say) about your organisation when they are online? Do you know how to sustain a meaningful conversation with customers and other stakeholders? How will you create content that people will find valuable and engaging? 30
  31. 31. Implications New approach to managing the whole organisation Need to integrate social media Budgets and resources adjusted Every person within the organisation will have a public facing role New social media roles Job descriptions need to be adjusted Performance evaluation and rewards need adjusting 31
  32. 32. Implications Many established management methods are ill-suited to deal with citizens who  No longer want to be talked at, but  Want organisations to listen, engage and respond Each of the 7 functional building blocks have important implications for how organisations should engage with social media Organisations can monitor and understand how social activities vary Building “social authority” and trust 32
  33. 33. Getting started1. Start by listening (monitoring)2. Start small3. Deliver on your core values4. Create value for citizens5. Facilitate sharing6. Keep it exciting7. Keep it relevant8. Keep it accurate9. Keep listening 33
  34. 34. Organize for different types of openness Organic Centralized Coordinated - Natural growth - One department - Sets rules, best requiring few controls all efforts practices, policies resources - Experimental, fast - Each department - Deep adoption moving executes - Non-consistent - Not spread or used - Takes time, not broadly cutting edge - Eg. Humana, Microsoft - Eg. Starbucks, - Eg. HP, Red Cross Ford, Dell34
  35. 35. “Find us, Follow us, Watch us and….”  Some initial reflections on interviews and secondary research #Peterborough35
  36. 36. We are currently testing what SUITS ourneedsYes, there is a steep learning curve at thestart but it’s worth the effort“Selling” social media internally (difficult)“What is wrong with our current mediachannels?” 36
  37. 37. It’s free (cheap) and a lot of people are using itBring us to the 21st century….What would we do without it?A way to get the young people involvedEnabling us to reach a new and wider audience 37
  38. 38. “It makes community activity much more visible. Simply being able to observe means a wider group of people are informed, even if they choose not to take theircommunities?INTCMP=SRCH 38 involvement further”
  39. 39. When does social media become “localmedia”?Hyper local media"Online news or content services pertaining to a town ,village single postcode or other small geographicallydefined community”From Damian RadCliffe in Here and Now: UK Hyperlocal Media TodayThe full report can be downloaded from NESTA 39
  40. 40. 40
  41. 41. 41 From Here and Now: UK Hyperlocal Media Today
  42. 42. Taken from Here and Now: UK Hyperlocal Media Today42
  43. 43. 43
  44. 44. 44
  45. 45. Social media was not really inventedfor community engagementIt was not invented to sell products either! 45
  46. 46. We are not selling a product but we canstill use it for brandingSocial media can be used for a more“personal[human] conversation”,somebody has taken the time to write theblog or the tweetStorytelling (community reporting) as adriver of change and engagement 46
  47. 47. What is the added value to engage withsocial media? “why should I put theeffort?”Why should I switch the channel ofinformation?Difficulty in getting people to switch fromonemedium (newsletter) to the other (websiteonline) 47
  48. 48. Definite acknowledgement that socialmedia needs more attention and resources(compared to just having a website)It’s dynamic and agile (are you prepared forthis?)Regular tweets or monitoring members’conversationsThink of a website where the content is old 48
  49. 49. The same rules apply for businessesAuthenticity and credibility remain important forengagementAuthenticity and Credibility are establishedINITIALLY offline Conversations discussions (comments) “arguments”can actually enhance credibility and authenticity(enabled by social media) 49
  50. 50. Initially perceived that it’s for the youngsters and also perceived as a “toy”Risk of using social mediaPrivacy and personal informationTechnology and attitude towards technology 50
  51. 51. We are aware that some of our membersare not using/engaging with social mediaNot a substitute to traditional mediaWe still need a website, occasionaladvertising in local newspaper or thenewsletters are still important 51
  52. 52. Can we start to think of a for community groups?OK, you have heard this before: “One size does not fit all” However, we can still learn from others 52
  53. 53. Elements of a content, communication and conversation strategy-What are my objectives (short and long term)-Resources that we have and will have (and may nothave in the future)-We want people to know who we are and what we do,BUT WE ALSO WANT THEM TO DO SOMETHING-who are we “talking” to and conversing with? 53
  54. 54. Elements of a content communication and conversation strategy-We need to have “interesting” stories (that will trigger interest-“catalyst”): WHAT MOTIVATES PEOPLE: “A GOODCAUSE..REASONS TO GET ENGAGED”-Remember that social media is agile and dynamic (BEPREPARED)-Don’t forget the key word here: not media BUT SOCIAL!Social is about letting people participate, no longer pushinginformation (more openness can enhance credibility andauthenticity ) CO-PRODUCTIONDON’T FORGET YOUR WEBSITE (IT’S STILL THE MAIN POINT OF“CONTACT”)-search is still directed to websites!54
  55. 55. • The concept of “Social” Business• What does it mean for an organisation to become “Social”?• What is the value of becoming Social?What must change for an organisation to becomesocial? 55
  56. 56. Digital Engagement Real Engagement56
  57. 57. Case Examples How organisations use social media57
  58. 58. Use of story telling
  59. 59. numerous awards by engaging youth bloggers through mystery packagesClever use of word of mouth online, watch the video at the bottom of the page to this link
  60. 60. “It makes community activity much more visible. Simply being able to observe means a wider group of people are informed, even if they choose not to take their involvement further”This article in the guardian has some interesting links to other reports including the link on the nexslide
  61. 61. on use of social media from the Young foundation (new May2012); includes some interesting example
  62. 62. citizens debate about local issues
  63. 63.
  64. 64. People in the community helping each other to “fix things”
  65. 65. Report on Participation and what motivates people/citizens to get engaged
  66. 66. Interesting report on social media and local government includes some interesting examples
  67. 67. Learning Resources Social Media67
  68. 68. Strategy and planning Social media revolution 2011  Social media revolution 2012  Social media strategy for non-profits – Part 2 (22 mins. length)  Social Media business plan  Winning formula for a social media strategy – Part 1  KLM Social media strategy  Planning your marketing campaigns and save time (free program Hootsuite)  Facebook and Twitter for Seniors  Top ten social media disasters 2011  Social media policy – employee training  68
  69. 69. Learning Resources Twitter  How to set up a Twitter account   How to use Twitter   Twitter marketing tutorial (part one)  Facebook  Understanding and managing your timeline   Facebook for Seniors  Linked-In  Linked In – start conversation with Linked-In groups  … and many many more on YouTube and elsewhere on the Web 69
  70. 70. Appendix Forms used in benchmark survey and planning exercise70
  71. 71. Benchmark Survey71
  72. 72. Action Plan 72
  73. 73. Example of Action Plan for one core function Core Function 1 Fundraising Role of Social Connect with potential donors Media and demonstrate case for giving to us Main Action Set up Facebook and Twitter and provide regular info to engage potential donors Resources Jane on Twitter, me on Facebook, John for photos etc. Need smartphone apps plus PC software for posting and monitoring, e.g. TweetDeck Next Steps What When 1 Meet with Jane and John and agree plan and mid-Jul roles 2 Identify existing content for SM end-Jul 3 Create list of future stories end-Jul 4 Start monitoring SM activities of similar immed organisations .5 etc.73
  74. 74. Actionable Insights and Feedback 74