Introduction ToSocial Media Paul Webster (Twitter : @watfordgap) 23rd October 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).
• Find out what social media is and What we are going to do today why its important• Having a clear message• Make a plan for good social media use before looking at tools• Look at main social media sites• See how organisations use and benefit from social media for volunteer take-up• Resources to save time & money• Further support networks• Have fun ! http://www.flickr.com/photos/virtuatron/
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
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
Are you on Social Media? No? Probably – Yes! Have you checked?! How are you being represented? What are people already saying?Are you using Social Media? Does your organisation have a website … that is interactive? Have you got a blog? Do you use YouTube or Flickr? Are you on Facebook? Do you Tweet? Do you use web tools to improve organisational efficiency?So, What is Social Media?
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 networking sites is 64% of time spent on internet in UK (Ofcom – July 2012)• 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 The Mobile one to replace their desktop / laptop Web Mobile web access will eclipse wired by 2015, 17% of UK If you took away my households already use phone as primary web access mobile, you would take away a part of 45% of web users have connected from device (ONS – Aug 2011) me 16% of all UK web traffic is from a phone/tablet (Comscore – June 2012) 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
What social media will do• Increases speed of communication – no faster way to (Action) spread your message than through social networking Less of a financial cost but ‘expense’ may be the time• Widens message to people/groups that would normally (Awareness) be missed using more traditional methods – ‘viral’ campaigns hugely powerful creating awareness extremely efficiently• Deepens to build new and different networks – (Fundraising) communities of interest to bounce ideas off and share experiences, increase commitment and fundraising for campaigning activity. Start some conversations!
Actions - What social media will do• Generate on-line conversations and awareness about the (Change) organisation or campaign, a consensus of opinion or shared learning about ideas. Use RSS and Google Alerts to stay ahead of developments in your area of interest - build a ‘Listening Dashboard’• Joins together communities who are interested in the (Action) similar things, have the same likes or are striving for the same objectives. Tell your supporters and networks about your work in a new way• Commoncraft Video explaining Social Media
Its Relational not Transactionalbalancing equality between Social Networking isorganisations. the leveller.Were all content creators. Ourmessage is as important whatever size Gives Communities aorganisation. Our campaigning voice voicecan be just as loud.Increased Reach - traditional reportingbarriers broken down and communitiesare empowered to present their ownpositive stories and accurate pictures.Immediacy - what took days, takeshours, what took minutes takesseconds! Common CraftBe Helpful – Be Generous - Say Thank What is Social Media VideoYou - Share and you’ll be amazed whatyou get back!
Social Networking – 5 ways relevancy to the sectorMarketing - Virally promote goals of your cause or brandBHF – Stayin Alive (1.8million views, linked to other SNS), Bullying UK – Poster MakerFundrasing - Gain new volunteers and donorsDogs Trust, Whizz Kidz, Haworth Cat RescueCampaigning – May be local, but your campaign can become nationalJack draws Anything - raising funds and awareness for Sick Kids Friends FoundationBusts For Justice forced Marks & Spencer to change pricing policy on larger size Brasafter campaign by 30,000 peopleProductivity - Cheap or free to use productivity toolsMain cost is time – but not as much as the time it takes now!Communications – Join in with your supportersListening, Responding, having Conversations with supporters and stakeholders
Inclusion – Voluntary Sector audience• Social networking shouldnt replace face to face communication• Although 77% of households are connected and 30.1million people access the internet every day (ONS 2011 / 2010), 7.9 million people have never been online• Of this, 31% in low income households and 45% have no post 16 qualifications• 75% in BME communities don’t use internet regularly• 43% put off using social media due to jargon• Away from populated areas broadband and even 3G access can be difficult (33% < 2mbps in Penrith & Borders)• Go-On UK & Uk Online have a range of resources to help people become a Digital Champion in their office or workplace.
The voluntary sector problemWhere to startKnowledgeConfidence / FearCapacity / ResourcesAccessTimeCostScepticismAny more?
Time Planning – response expected?Type News travels Reply withinPrint 7 days 2 weeksEmail 7 hours 2 daysFacebook / Blogs 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!
Volunteer Recruitment OASIS was developed by @JohnSheridan John.Sheridan@SocialMedia404.com• Know your objectives and what you want to say • Come and Volunteer with us!• 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 centres have done, what works elsewhere?• Sustain the conversation and say thank you • Encourage people to return, keep it new, links from websites
Plan - Stop and think!What objectives is your organisation trying to achieve? – How does it fit with the communications plan – What goals do you think social media might help with?Have you got a website that you can update yourself? – Can be simple as Google Sites, Weebly, Flavors or Wordpress – Internet presence is now your main shop windowHave you got the time? (To do, To monitor, To thank)Consider how you describe and convey your messageshttps://www.fifedirect.org.uk/publications/index.cfm?fuseaction=publication.pop&pubid=F96E673E-AB20-1F36-479D2FBB582EC3A1Are you ready and prepared for change & to release some control?!
Start conversation – but dont try to move everyone 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 open relationship first, engagement followsTo participate people wont learn a new network & new topic
Which Tools? Share how are you marketing what you do now What is your cause or campaign? What are you promoting? What are the issues and challenges you face? What is holding you back? Which tools & methods of communication are you using? Face to Face, Print, E-mail … Why these? What are their limitations? Which are effective? How much do they cost? Which is best value? Average channel transaction cost (PWC – 2009 Local Authority to Citizen) Post Face to Face Telephone Online £12.10 £10.53 £3.39 £0.08
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?Put it on all your communications
Your social networking plan1, Social network use similar to use of phone or newsletters.2, Have Purpose – WHAT, Audience – WHO, Aims – WHERE3, Have a Champion/s who can steer, update & reply4, Get full organisation buy-in to social media use guidelines Step 2 – Pick one goal to pursue5, And a social media policy as simple as this in 12 words! Don’t Lie, Don’t Pry Don’t Cheat, Can’t Delete Don’t Steal, Don’t Reveal (Farris Timimi, M.D., is medical director for the Mayo Clinic Center for Social Media.)6, Social media tools are now part of your overall resources but with added dimension they enable of social actions & conversations7, A social media enabled campaign is active the moment it goes live. Be prepared!
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 recordingshttp://audioboo.fm/boos/191031-snapped-by-the-charity-shop#t=0m37s Use Twitcasting for ‘Audacity’ – free software for recording and converting to MP3 to load to the web http:// broadcasting events audacity.sourceforge.net/ Commoncraft Video explaining Podcasting Instant reporting when editing Visit not a concern
Image Sharing – Flickr Visual record of events A event for all the group Access to reusable images Easy to put on website Hosting 5 Billion images (Sept 2010 – royalpingdom.com)Pinterest websiteVisual record of work doneor projects supported Commoncraft Video
Anyone can beincluded as acontent creatorIncreases ReachCall to ActionKeep it FreshSpread & ShareAccessibleEasy-YoutubeShow Organisationis Genuine & hasPersonality
Over 55 million Wordpress blogs Two flavours - .com & .orgOpen platform for community ledcontent & story developmentQuick & easy to set up and to developDraws people to the websiteGet feedback from people and startconversationsOther spaces - Tumblr & Posterous Online journals – Blogging - Commoncraft Video - explaining Blogs
It’s the place where many, many people already network and share Create a Group for a network of Supporters Set up a Page for people to Like & see your updates Check Privacy settings and frequent changes Link to Twitter & Blog Just Have a page - Busts Dog’s - Use it share pictures For Trust - Use it to direct back to Justice main siteSocial Networking - Facebook
What’s a Facebook page?Meeting place for people interested in your organisationSee statistics and visitors profileFirst point of call for info and content (links)Open, public place to communicate with your supportersUse as a way to draw people to main websiteNOT same as a Facebook personal profile
Professional SocialNetworkingJoin sector specific specialinterest discussion groupsNow has section to recordvolunteer experience
Host your own Social Network Communities building their own spaces - for discussion - sharing - shows belongingAlternatives:Yammer, Google Sites,SocialGo, Facebook,Wackwall.com
..even just to be noticed by a wider audience - get your organisation listed with Google Place page- Verified Voluntary Action- Add Photos Rotherham- List Offers Derwentside- Streetview Maps CVS & VB here- Show Ratings- Comments
New way to interact – a Quick Response from visitors – QR Codes Letting people know how to get involved 14.5% of Smartphone users have scanned one. What for? Magazine/Paper (51%), Product (38%), Poster/Flyer (28%), Business Card (12%) (Comscore - EU5 Jan-Mar 2012)http://www.nottinghamcvs.co.uk/files/Get%20involved%20-%20volunteer.docCreate with - http://qrcode.kaywa.com/ : Read with - http://redlaser.com/ (app) Works well for ... Bear in mind … - Direct to difficult web address - No major benefit on a web page - Print media & flyers - Check location has connection - FREE to create and use - Needs smart phone - Current buzz - Check link hasnt changed
Commoncraft Video A Listening Dashboard explaining RSS• What supporters, peers & others saying about your organisation• See policy updates, reports & funding news as they published• How? Subscribe to RSS websites and read at leisure in feed reader Google Alert or Twilert e-mails for important keywords Set-up searches in Twitter for your organisation or ‘hashtags’ Follow lists of Twitter accounts talking about your interests• Use Netvibes service to create a dashboard – www.netvibes.com• Listen to multiple channels with - http://addictomatic.com/• Turnaround – Use these services to publish FOR your audience!
Events AS they happen not AFTERthey have happened200 million registered users180 million tweets posted per day7 million users in UK40% of tweets are from mobilesA place to listen and respond topeople. To generate a widerawareness of what you do anddraw an audience to your site
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 through shared linksthan a large network of followers who never share ideas and knowledge.Follow Orgs @abilitynet, @thesite, @raceequality, @ehrc, @saifscotlandand people @pesky_people, @katie_bacon,
A transient conversationShort updates# hashtags & RetweetsSignposts to resourcesConversation startersDive in, follow & talk!Great 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
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!
Consistency across all websites & social networks
Add This (e.g. NAVCA)for sharing andtracking 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, SocialBro, Twentyfeet, Sparkwi.se- Visualize Infographics on Visual.y, Infogr.am, My Social StrandBUT …. real success is not just about the numbers- Tell stories of real people and real changes- Find out how people heard about you- Build relationships & success by joining in conversations- Social media presence an reflection of your organisation- Engage press, funders, authorities with pictures and videoSay Thank You!
Things to bear in mindSocial media is a great way to connect, but… – It takes time (2-4 hrs per week) – Keep it relevant and human – listen first, don’t just promote your own work – Find your audience (online and offline) and join in the conversations that they’re holding already – Build it into your overall strategy – what are your organisation’s objectives?
SummaryObjectives – What do you want to do?Audience – Who are they? Where are they?Strategy – Pick a guided plan with a path that fitsImplement - Match to right social networking toolSustain – Engage & converse, monitor & revise OASIS was developed by @JohnSheridan John.Sheridan@SocialMedia404.com
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 websitesnavcaboodle ivo - ForFor Local VolunteeringSupport OrganisationsOrganisations Social Media Surgeries To share and learn about social media for communities
Useful links and websites• ITEM3 www.item3.org.uk• CITA www.communityitacademy.org/• DAIN Project www.dainproject.org/• My Learning Pool www.mylearningpool.com• Social Media Surgeries www.socialmediasurgery.com• Charity Comms www.charitycomms.org.uk/• KnowHow Non-Profit www.knowhownonprofit.org.uk• Jargonbuster www.socialbysocial.com/book/a-to-z• ICT Knowledgebase www.ictknowledgebase.org.uk• The Very Tiger Blog www.theverytiger.com/• Watfordgap Services www.watfordgapservices.org.uk• Workshop Resources www.scribd.com/watfordgap/shelf• Charity Technology Trust www.ctxchange.org
Thank You – My Email & Twitter contacts Paul Websterpaul @ watfordgapservices.org.uk @watfordgap