Practical Social Media - VODA


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Slides used in Practical Social Media workshop at VODA - Shiremoor on 3rd April 2012

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Practical Social Media - VODA

  1. 1. Social Media forOrganisations Paul Webster (Twitter : @watfordgap) 3rd April 2012
  2. 2. Good Morning and HouseKeeping
  3. 3. “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).
  4. 4. • Networking What we are going to do today• Find out what social media is and why its important• Look at current communications methods• Make a plan for good social media use• Think about the best way to communicate• See how other organisations benefit from using social media• Try out and even join some social media websites• Have fun !
  5. 5. Finding Out – Networking and Communications
  6. 6. Lets play a game!
  7. 7. It’s about conversations…..
  8. 8. What is Social Media and why is it relevant
  9. 9. Old media - Web 1.0 . . . . . static websites with no interaction, text heavy content. Information just fed TO visitors (Others – if you dare!)
  10. 10. 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
  11. 11. Are you on Social Media? No? Probably – Yes! Have you checked?!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?
  12. 12. Social Networking – the numbers• Of all website visits 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)• 96% of those aged 18 – 35 are on at least one social network• Of the 48.6 million adult population (ONS) active on social media sites, 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)• 50% view their page daily (February 2012)• YouTube is 2nd most popular way people search for content.• One to watch? Pinterest visits up from 50k to over 300k in 1 month. (Nov 2011 Comscore)
  13. 13. Social Networking – the numbers • Average social network user is aged 37 • LinkedIn its 44, Twitter 39, Facebook 38 & Bebo 28 (typical user younger) • 52% of Facebook users are 18 to 34 yrs • However of active social networking users, 55% of those over 65 are on Facebook & 19% of all users are over 45 • 55% aged 18-34 check their social networks at least once a day (June 2011) So, its not a passing phase, but it is important that organisations direct effort to the right network(s) (From - &
  14. 14. Use of social networks and blogs is almost 23%of time spent on internet in UK, 159% increase inlast 3 years.2nd and 3rd is Online Gaming (10%) & email (7.5%)Other consists of Work related use, Online Banking, Hobbies & Job Searches) Facebook mobile increased by 100% in last year Android OS use grown from 5% to 47% (Dec 2009 to Dec 2011). Apple is 30%, Symbian <5%. (ComScrore Aug 2011) Over 25 millionsmartphones in use in UK Increase from 31% (2010) to 45% (2011) of people who 51.3% of phone market (Ofcom Aug2011 / ComScore Dec2011) connect to Internet from phone/tablet (ONS – Aug 2011) 59% to access a social network, 12% to check-in 43% of users have downloaded an app Learning can take place in chunks whilst commuting
  15. 15. Its Relational not Transactional So, Social Networking“The Conversational Web”, not a Broadcast. is the leveller.Listen more than you talk – and interactLink and Share, and Share again – this keeps Increases INCLUSIONthe conversations flowing. Share other peoples and givesnews more than your own (maybe 10 to 1) Communities a voiceWere all “content creators”. Our message is asvalid as anyones – whatever size organisation.Our campaigning voice can be just as loudIncreased Reach - traditional reporting barriersbroken down and communities empoweredComment and Feedback – agree or disagree, asthis builds a community around a topicImmediacy - what took days, takes hours, whattook minutes takes seconds! Common CraftBe Helpful – Be Generous - Say Thank You - What is Social Media VideoShare and you’ll be amazed what you get back!
  16. 16. 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
  17. 17. Use in the sector2010 Volunteering England research found that less than 25% oforgs were using social networking services (SNS)In the 2010 Idealware survey (U.S.) found 38% of volunteers wouldlook for a Facebook page first for an organization that they wereconsidering volunteering with.
  18. 18. Use in the sector NAVCA Survey 117 Chief Officers - June 2010 28 (23.9%) 35 (29.9%) 47 (40.2%) 7 (6.0%) 0 (0.0%)
  19. 19. Urban Forum Member Survey 2011. About types of social media use
  20. 20. 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), 8.4 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)• 1200+ partners pledged to help people get online, find what they want online & then stay online. Resources to help become a Digital Champion
  21. 21. • Don’t worry it’s not finished – A half formed blog post can be more inspiring and create a bigger conversation Some concerns?• Don’t pretend to be someone you aren’t – About individuals not corporate views. Your voice may be weakened if you ‘spin’... and others see through it!• Dont be concerned about losing control of message. – if it is respected, social media networks will support it, always aim to counter negatives views with positives• Don’t worry you are in a vacuum. – link & connect, soon people will do the same back – Ration 90 : 9 : 1 (Read, Reply, wRite)• Don’t measure success by numbers – if you’re reaching the right people it’s quality not quantity that counts• Don’t ignore people – they invest time reading what you say ( so do the same for them help/what-makes-the-web-social/)
  22. 22. Any Questions, so far?!Refreshment Break
  23. 23. Social Media Planning
  24. 24. The voluntary sector problemWhere to startKnowledge / ConfidenceFearCapacityAccessTimeCostAny more?
  25. 25. Volunteer Recruitment OASIS was developed by @JohnSheridan• O Know your objectives and what you want to say • Come and Volunteer with us!• A Research where your audience are – do you know? • Don’t just build, work in the places where your target audience are•S Plan how to use the tools – have a strategy • Video of event?, Blog of experiences? Do ‘as well as’ what you do•I Choose tool to match audience and implement • Look at what other centres have done, what works elsewhere?•S Sustain the conversation and say thank you • Encourage people to return, keep it new, links from websites
  26. 26. Objectives – what do you want to achieve People and needs first, then tools <Guide – Page 6 – Benefits Q1 and Q2>
  27. 27. Stop and think!What is your organisation trying to achieve? – How does it fit with the communications plan – What goals do you think social media might help with?Do you already have a website that you can update yourself? – Can be as simple as a Google Site or Wordpress – Internet presence is now your main shop windowHave you got the time?Are you ready and prepared for change & to release some control?!
  28. 28. Audience – Who are they? – Where are they? If you build it, they won’t come <Guide – Page 7 – Is it suitable? Question 2>
  29. 29. You don’t have to start the conversation!It’s difficult to get people to It’s easier to go wherecome to you people are already Do you know who your target audience are? Are they already using social media sites (and which ones)?
  30. 30. Decide what you are going to say • Attracting people to your website should be an essential part of your communications strategy (not driving / forcing people, but making site something people WANT to visit) • Message - clear and unambiguous, your web site is often now the first public face of your organisation • Tone – get this right and match for your audience • Context – if you can’t add value to a conversation maybe don’t say anything at all! • Frequent updates & blogs will keep your site fresh and interesting • Include your website and social networks on all communications
  31. 31. Which Tools? Share how are you communicating now What is your cause or campaign? 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?
  32. 32. What are your messages? Favourite ways to convey these...• You want to apply for a job?• You want to complain• You want to market your organisation• You want to reduce the costs of missed appointments• You want to find people to get involved• You want to share information
  33. 33. Strategy - pick a plan with a path that fits Were here. We want to be there. Developing the plan to get there.<Guide – Pages 8,9,10 Pick a goal or campaign to pursue Decide who is going to be involved and- Steps 1 and 2> how much Consider responsible use (Appendix 2)
  34. 34. Have you got a communications plan? Youve got a social networking strategy! Use of social networks are similar to use of phone ornewsletters. A campaign or fundrasing activity will have astrategy – social media tools now part of your resources. Step 2 – Pick one goal to pursue Clear purpose of the organisation - WHAT Identified audience / clients – WHO Aims and direction – WHERE Communication styles (incl social networks) – HOW NOW – Choose the right tools However - you should have social media use guidelines
  35. 35. Implement - match right social networking tool But new media doesn’t just replace old media – its as-well-as <Guide – Pages 11, 12 Research – see how others do it (See Appendix 3) Decide on your approach and set targets – Steps 3, 4 and 5> Jump in!
  36. 36. Example of Social Media sites & the goals of organisation 1 Which tools are the best 7 2Each website can help with all these to some extent Also Social 6 Collaboration 3 Marketing and Fundraising Productivity Tools Campaigning 5 4 Communications Productivity Examples of use
  37. 37. How are these being used?• Tools to make workflow smoother – Doodle, Eventbrite, Coveritlive, Dropbox• Sharing of content – Scribd, Slideshre, issuu, Twiki• Listening and Content – RSS feeds, Diggo• Campaigning, Collaborating and Communicating – Facebook, YouTube, Twitter, Wordpress• The future – Augmented Reality, Location based services
  38. 38. 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’ – free software for recording andconverting to MP3 to load to the web http:// broadcasting Video explaining Podcasting Instant reporting when editing Visit not a concern
  39. 39. Image Sharing – Flickr Record of eventsA event for all the group Added dimension Access to reusable images Easy & quick to put on websiteHosting 5 Billion images(Sept 2010 – see PinterestCommoncraft Videoexplaining Image Sharing
  40. 40. Anyone can beincluded as acontent creatorIncreases ReachChance to PartnerCall to ActionKeep it FreshSpread & ShareShow yourOrganisation isGenuine & hasPersonality
  41. 41. Video based instructional sitesFrom TEDx, to Commoncraft, to YouTube – its all there!
  42. 42. 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
  43. 43. 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 Choose URL or even re-skin (Pagemodo) home page Check Privacy settings and frequent changes Busts Dog’s For Link to Twitter & Blog Trust Justice Direct back to home pageSocial Networking - Facebook
  44. 44. Create pages around acampaign or issue, notabout the organisationRespond to questions
  45. 45. Notes and Likes- other ways to useFacebook
  46. 46. Professional SocialNetworkingJoin sector specific specialinterest discussion groupsNow has section to recordvolunteer experience
  47. 47. Alternatives: Google Sites, SocialGo, Facebook, Wackwall.comCommunitiesbuilding theirown spaces- for discussion- sharing- showsbelonging
  48. 48. Growing - Location based Marketing & Communications Incentive to visit locationIn use by Uses SmartphoneShelter Scotland A way to meet up and beWas used by competitive with othersM&S inBreast Cancer Care Share tips, comments, to-week do lists and pictures Become a mayor and unlock extra rewards Claim venue & set up page with visitor specials Over 10 million users (June 2011 - worldwide)
  49. 49. Jack Draws AnythingJack Henderson - drawing pictures for friendsto raise money for Sick Kids Friends Hospitalin Edinburgh who were caring for his brother.Local Media Coverage → National Media2 weeks → 536 requests, £10k raisedBuilt on a free Posterous Spaces websiteLink together social network sites & make iteasy for visitors to Like or to Follow.7400 Facebook Likes, 1000 Twitter Followers2000 emails a week, 400k website visits, 5.8million Facebook views!Wanted to raise £100 - over £30,000 raisedUses a Just Giving page to manage donationsCompleted 500 drawingsBook of 290 drawings published
  50. 50. New way to interact – a Quick Response from visitors – QR Codes Letting people know how to get involved in volunteering ... with - : Read with - (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
  51. 51. Commoncraft VideoA 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 Create Google Alerts for important keywords and names 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 –• Listen to multiple channels with -• Turnaround – Use these services to publish FOR your audience!
  52. 52. ListeningNews feedsIn and Out(Nottingham SMS RSS)
  53. 53. Others listening to you ... • 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 • RSS feed can be embedded into other organisations websites • Commoncraft Video explaining RSS
  54. 54. ..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
  55. 55. 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
  56. 56. A transient conversation, short updates, signposts to resources and conversation startersMicroblogging – Twitter - Commoncraft Video explaining Twitter
  57. 57. 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 advertisingA small network of quality followers can often be result in better quality on-linelearning through discussions and shared links than a large network of followerswho never have conversations or share ideas and knowledge.
  58. 58. Potential to access the influencers Peter Wanless @peterwanless Tweets. CEO of Big Lottery Nick Hurd: @minforcivsoc Tweets. reads and comments Minister for Civil Society Also used by and an acceptable, accessible channel to local MPs & councillors to canvass opinion and inform of news
  59. 59. Pulling it all together• 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!
  60. 60. Integrate Twitter into an organisations main website ...… visitors can tweet about individual stories and searched tags for related content.Follow your organisation on Twitter direct from your website.
  61. 61. Add This (e.g. NAVCA) for sharing and tracking links with others on line ...Show all thechannels on yourmain home page
  62. 62. BONUS – Tools to make things easier!• Communication – Skype, Oovoo, ipadio, Mailchimp, Screenr, Twitcasting• Organising Tools Eventbrite,,, CoverItLive, – Doodle, for Productivity/Support• Collaboration – Google Docs, Dropbox, Huddle, Tom’s Planner• All-round useful – Jing, PDFCreator,, Survey Monkey, Scribd, Slideshare
  63. 63. Sustain – engage, converse, measure, adjust If you don’t do it, someone else will <Guide – Pages 13, 14 6, Measure your success 7, Develop – Steps 6 and 7>
  64. 64. 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
  65. 65. Measuring Success- Check how many times links are clicked if using Listen whats said about your organisation using Topsy- Monitor. Google Analytics, Facebook Insights &Wordpress page visits- Measure. Tweetreach, Twitalyzer, SocialBro, Visualize. Infographics on Visual.y, 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 video- Say Thank You!
  66. 66. 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
  67. 67. Social Media - In conclusion• It’s only beneficial to your organisation if it’s going to tangibly help you to achieve your goals.• Establish a a plan thinking short, medium and long term – and have an internal policy 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!
  68. 68. Social media - reflections• What ideas do you have for your use from this workshop?• How could your organisation use or make more of social media?• How could groups you support, campaign more effectively using social media?• What gaps are there in supporting them?• Has your organisation a social media policy or Twitter guidelines?• Have you any UnAnswered Questions?!• How can we keep the conversation going?
  69. 69. Useful links and websitesFor Local ForSupport VolunteeringOrganisations Organisations To share and learn about social media for communities
  70. 70. My Learning Pool Cost effective e-learning for communities• Suite of 28 on-line e-learning training courses• Aimed at people running small groups & organisations• Suitable for individual charity workers & volunteers• Costs just £25 per person per year• Reduce time out of office and ensures consistent delivery• Interactive and engaging learning experience• Quiz and printable certificate on completion• Learn at own pace - progress tracked, revisit modules• Building block as part of blended learning
  71. 71. Useful links and websites• ITEM3• CITA• DAIN Project• My Learning Pool• Social Media Surgeries• Charity Comms• KnowHow Non-Profit• Jargonbuster• ICT Knowledgebase• The Very Tiger Blog• Watfordgap Services• Workshop Resources• Charity Technology Trust
  72. 72. Thank You – My Email & Twitter contacts Paul Websterpaul @ @watfordgap