S o c ia l M e d iaMiles Maier Twitter @LasaICTLasaPaul Webster Twitter @WatfordGapTo join the conference call freephone 0800 229 0094 PIN: 986965 Then press #6 to mute your
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Get the most out of Social Media Paul Webster (Twitter : @watfordgap) 18th July 2012
“Social Media. They get all excited about gleaming technologyand clever gizmos. They talk in acronyms and begin sentenceswith: “Did you know you can..” The rest of us just want to get onwith campaigning, fundraising or service delivery. We want to talkabout the people we work with, the communities we’re in andthe issues we’re passionate about. We want to find and talk topeople who can help us get change, deliver services or make adifference”. Well, Social Media is about all that, telling stories and havingconversations, having a space to do that … it just happens that thespace is on a computer.(From ‘How to use New Media’ - Media Trust).
• What is social media is and why What we are going to cover its important• Make a plan for good social media use - doing social media better• What tools are being used• How can it be used in all aspects of what your organisation does• Get some inspiration from how other organisations are using social media• How much time to spend on social media• Questions & Answers http://www.flickr.com/photos/virtuatron/
Old media - Web 1.0 . . . (Others – if you dare!) . . static websites with no interaction, text heavy content. Information just fed TO visitors
New media - Web 2.0 .... . media rich, interactive, content served based on preferences,open for comments, conversations WITH visitors encouraged.Web 2.0=Social Media=New Media=Social Networking
It’s about conversations…..Social media…is about pursuing relationships and fosteringcommunities. Paul Adams, Google - http://thinkoutsidein.com/blogThe Conversational Web, not a Broadcast. Listen more than talk
Q. Which social network does your organisation usemost?- a website that you can update yourself?- write a blog, either personal or about the organisation?- share video on a Youtube account?- have pictures on Flickr or Picasa?- have a Facebook page?- use Twitter to keep in touch?- share connections on LinkedIn?- none of them
Social Networking – the numbers
Social Networking – the numbers• Of all the websites visited in UK, 2 are Social Networks - Google (9.5%), Facebook (6.6%), YouTube (3.5%), ebay (1.9%), WinMail (1.4%). Google = 91% of search traffic. (HitWise – Feb 2012)• Use of social networks is 23% of time spent on internet in UK, 159% increase in last 3 years• Of the 48.6 million adult population (ONS), 77% have a Facebook profile, 66% are YouTube users, 32% are on Twitter and 16% have a presence on LinkedIn. (Umph Sept 2011 – sample of 2,400 adults)• YouTube 2nd most popular way to search for content. 48hrs is uploaded every two minutes• One to watch? Pinterest visits up from 50k to over 300k in 1 month. (Nov 2011 Comscore)
Social Networking – the numbers• Average social network user is aged 37• LinkedIn its 44, Twitter 39, Facebook 38• 96% of aged 18-34 on one or more network• 52% of Facebook users are 18 to 34 yrs• 55% in this group check their social networks at least once a day (June 2011)• 58% of their media content on mobile devices• 30% check their status as soon as they wake up, 81% never turn their phone off (Aug 2011)So, its not a passing phase, but it is important that organisations direct effort to the right network(s)(From – Ofcom, www.clickymedia.co.uk & www.hitwise.com)http://bigbible.org.uk/2011/12/social-media-infographic/#.Tt6yloSrmSo
76% of iPad users also have a desktop PC, but 9% bought one to replace their desktop / laptop The Mobile Mobile web access will eclipse wired by 2015, 17% of UK Web households already use phone as primary web access If you took away my mobile, you would Increase from 31% (2010) to 45% (2011) of people take away a part of connecting to Internet from phone/tablet (ONS – Aug 2011) me 70% would give up alcohol for a week rather than phone 37% of young people in the UK own a Blackberry phone Over 25 million So, have you viewed your website on a phone/tablet?smartphones in use in UK 51.3% of phone market Android OS use grown from 5% to 47% (Dec 2009 to Dec 2011).(Ofcom Aug2011 / ComScore Dec2011) Apple is 30%, Symbian <5%. (ComScrore Aug 2011) 59% access social network, 49% to buy, 12% to check-in Bite-sized learning & volunteering whilst travelling
Social media is online media that startsconversations, encourages people to pass it onto others, and finds ways to travel on its own.Idealware - http://www.idealware.com
Q. Which of these issues holds back yourorganisation’s use of social media the most?• Where do I start?• Lack of knowledge• Confidence / Fear• Capacity / Resources• No access from my computer• Dont have any time• Too expensive to use the websites• Scepticism – whats the point?
Immediacy – and response expected What took days, takes hours, what took minutes takes seconds.Type News travels Reply withinPrint 7 days 2 weeksEmail 7 hours 2 daysFacebook 7 minutes 2 hoursTwitter 7 seconds 2 minutes But how much time do organisations allocate for maintaining a social media presence and marketing themselves?
But how much time do charities allocate?48% have no budget for social media activities86% allocate < ½ day per week to using & maintaining it (NTEN - 2011 – NonProfit Social Network Benchmark Report)Only 17% have a social media plan or strategy (East Midlands ICT Infrastructure organisations – March 2012)Just 6% have social media guidelines for responsible use (East Midlands ICT Infrastructure organisations – March 2012)Social Media websites are increasingly an organisations main shop window – we all check there first!
First - Planning How to Use• Know your objectives and what you want to say • Giving local young people a safe place to meet• Research where your audience are – do you know? • Don’t just build, work in the places where your target audience are• Plan how to use the tools – have a strategy • Video of event?, Blog of experiences? Do ‘as well as’ what you do• Choose tool to match audience and implement • Look at what other venues have done, what works elsewhere?• Sustain the conversation and say thank you • Encourage people to return, keep it new, links from websites
Promoting your group How you could promote your cause Think about the mission and aim of what you do Can you write down your key message in 140 characters, what hooks would you use?Could you blog about it? Make a video? Find a beneficiary to record an audio interview with? Make you website social?How would you interest peoplein what you are promoting?Could you Pitch it?
Start conversation – dont make everyone learn twice It can be difficult to get It’s easier to go where people to come to you people are alreadyDo you know who your target audience are?Are they already using social media sites (and which ones)?Build a genuine relationship first, not an ask - engagement followsTo participate people wont learn a new network & new topic
Choose wellUse of social networks - similar to use of phone or newsletters... Have Purpose – WHAT, Audience – WHO, Aims – WHERE Have a Champion/s who can steer, update & reply Social media posting active one goal togoes live. Be ready! Step 2 – Pick the moment it pursue People will link and Share, & Share again to keep a conversation flowing. Share other news more than your ownAccept that can no longer control 100% what other people are saying, so be clear in what you sayDont try to manage someone elses social media and dont try to teach a young person to use social media (its other way!) NOW – Choose the right tools
Find the best social networkfor the jobCreate a buzz and link all networks backto your main website• Choose the way to capture audience. – Audio → Images → Video – See Audioboo, Flickr, Pinterest, Bambuser, Youtube• Choose the context to engage with audience. – Blog → Facebook → Twitter• Choose a useful (FREE) tool/s to help streamline work – Finding out → Letting people know → Running events – See Survey Monkey, MailChimp, Eventbrite
Audio Podcasts – an organisation tells its story Another way to let people know your news & interviews Less bandwidth than video Embed in website Comments make conversations Audioboo – 5 min recordings Use Twitcasting for‘Audacity’ - http://audacity.sourceforge.net/Commoncraft Video explaining Podcasting broadcasting eventshttp://audioboo.fm Instant reporting when editing/boos/567269-kirsty-stephenson-child-s-i-foundation#t=2m13snot a concern Visit
Image Sharing – Flickr Record of events A event for all the group Added dimension Access to reusable images Easy & quick to put on websiteHosting 5 Billion images (Sept 2010 –royalpingdom.com)Also see PinterestCommoncraft Videoexplaining Image Sharing
Anyone can be a content creator Increases Reach Call to Action Spread & Share – dont have to rely on TV or reporters Show face of your organisation and has personalityhttp://www.youtube.com/watch?v=P8KiVLGyPjI&feature=relmfu Stream video content with Bambuser orhttp://www.youtube.com/watch?v=cRh8LDz3UTg Ustream
Blogging Open platform forOnline journals – Blogging - Commoncraft Video - explaining Blogs community led content & story developmentQuick & easy to set up and to develop Other spaces – Tumblr,Can be an the main website for a small organisation Posterous, WeeblyGet feedback from people and start conversations
It’s the place where young people already network and share Great to create a Group for network of Supporters Set up a Page around a campaign or issue, not about the organisation Check privacy settings which change frequently Responsible use by young people & friend unfollow Busts For Dog’s Link to Twitter & Website Justice TrustSocial Networking - Facebook
Professional SocialNetworkingJoin sector specific specialinterest discussion groupsNow has section to recordvolunteer experience
Social Networking sites for Younger AudienceLegal age for most sites is 13 yrs old – though some young people using these sites anywayDont over react! → Set a good example → Promote responsible useOnce an image or comment is out there ... its out there for everGuidelines - http://www.childrenandyouth.org.uk/worker/best-practice/new-social-media-guidelines/ orhttp://scouts.org.uk/supportresources/3347/social-networking-sites-and-scouting?cat=299,304&moduleID=10Also – www.doublescoop.net - connects Grandparents with kids Club Penguin Superclubs (Scplus.com) Fantage
Host your own Social Network Communities building their own spaces - for discussion - sharing - shows belongingAlternatives:Yammer, Google Sites,SocialGo, Facebook,Wackwall.com
Events AS theyhappen not AFTERthey have happenedA transient conversationShort updates# hashtagsSignposts to resourcesConversation startersGreat for sharing and learning from a network of PeersAccepted channel to MPs & councillors to get opinion & inform of local newsSee the Content of the Tweet not the Tweeter & follow words not People
Important to make profile followable- DO add Pictures (logo, background, recent images), Place, Profile and Page- DONT leave these blank or over-sell and push advertisingUse Hoosuite or Tweetdeck to manage conversationsA small network of quality followers often results in better conversations throughshared links than a large network of followers who never share ideas and knowledge.Follow Orgs @youthnetuk, @youthactionuk, @ncvys, @thesite, @ukyouthand people @katie_bacon, @timdavies, @gopaldass, @antoniadixey, @judehabib
Growing - Location based Marketing & CommunicationsIn use by Incentive to visit locationShelter Scotland Uses SmartphoneWas used byM&S in A way to meet up and beBreast Cancer competitive with othersCare week Share tips, comments, to-Growing niche do lists and picturesof over 10 millionusers Become a mayor and(June 2011 - unlock extra rewardsworldwide) Claim venue & set up page with visitor specials
Pulling it all together• Consistency across all websites & social networks• Social media sites are only part of the picture – Make sure your core website is current – Dont forget the offline• Add organisation to Google Places or Foursquare• Share links ... – With all your social networking sites – With Like buttons and Share This links – With everyone!
Add This for sharingand tracking links withothers on line ...Show all thechannels on yourmain home page
Time PlanningFrequencyand timeneededEvery Day Tweet, re-tweet, check Google Alerts,(30 mins) check RSS reader & reply to commentsOnce a Week Write blog post, check analytics, monitor(45 mins) groups & find new people to followAbout Monthly Add video to YouTube, share a resource(60 mins) on-line, create podcast & build profile
Measuring Success- Check how many times links are clicked if using Bit.ly- Listen whats said about your organisation using Topsy- Monitor Google Analytics, Facebook Insights, Wordpress visits- Measure Tweetreach, Twitalyzer, SocialBro, TwentyFeet- Visualize Infographics on Visual.y, My Social StrandBUT …. real success not just about numbers- Social media presence a reflection of your organisation- Engage press, funders, authorities with pictures and video- Tell stories of real people & real changes- Find out how people heard about you- Build relationships joining in conversations- Say Thank You!
Social Media - In conclusion• Only beneficial if you can see how it helps achieve your goals• Dont do it just because everyone else is• Have a plan thinking short, medium and long term – and have an internal policy and guidelines for using it• Know your target audience and go to the spaces where they are• Know your message - make it clear and directed• Think of how it applies to Marketing, Fundraising, Productivity, Communications .... and whatever else you do.• Implement, monitor and adjust – and remember it takes time!Be Helpful – Be Generous - Say Thank You - Share, be amazed what you get back!
Useful links and websitesJargonbuster www.socialbysocial.com/book/a-to-zICT Knowledgebase www.ictknowledgebase.org.ukITEM3 www.item3.org.ukYouthwork Online www.youthworkonline.org.ukPractical Participation http://www.practicalparticipation.co.uk/Charity Comms www.charitycomms.org.uk/KnowHow Non-Profit www.knowhownonprofit.org.ukSocial Media Surgeries www.socialmediasurgery.comDAIN Project www.dainproject.org/My Learning Pool www.mylearningpool.comThe Very Tiger Blog www.theverytiger.com/Watfordgap Services www.watfordgapservices.org.uk
Social media - reflections• How could your organisation use or make more of social media?• What gaps do you or your organisation have?• What One Thing are you going to do this month (or today?!)• Have you any UnAnswered Questions?!
Social Media Surgery http://www.youtube.com/watch?v=6_xf_Y37yNQPeople who want to see change +People who use social media =Organisations inspired in new waysof using technologyInformal (Tea & Cake too!)No Lectures, No Selling, Locally ledDerby, Nottingham, Your area next?
Thank You – My Email & Twitter contacts Paul Websterpaul @ watfordgapservices.org.uk @watfordgap
Coming up next….12 Sep – Websites (Sue Fidler)26 Sep – Cloud Tools (Stony Grunow)10 Oct – E-Safety (Sangeet Bhullar)Sign up at: http://lasa.eventbrite.co.uk/Follow us at: @LasaICT and @childrenengland