Social Media Marketing


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Slides used at the VODA Social Media Marketing Workshop at Shiremoor Centre on 10th May 2012

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Social Media Marketing

  1. 1. Social Mediaas a Marketing Tool Paul Webster (Twitter : @watfordgap) 10th May 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. What we are going to do today• Find out what social media is and why its important• About conversations• Having a message• Listening to your audience• Keeping supporters informed• Some Social Media websites• Join in and ask questions• 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?! 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?
  12. 12. 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)• 96% of aged 18-35 on one or more network• 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)• 50% of Facebook users view their page daily and (February 2012)• YouTube 2nd most popular way to search for content. 48hrs is uploaded every minute• 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 • But, of active social networking users, 19% of all users are over 45 and internet users over 65 say they are confident using social media • 55% aged 18-34 check their social networks at least once a day (June 2011) • 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 their marketing effort to the right network(s) (From – Ofcom, &
  14. 14. Use of social networks is 23% of time spent on internet in UK, 159% increase in last 3 years. 76% of iPad users also have a desktop PC, but 9% bought one to replace their desktop / laptop Mobile web access will eclipse wired by 2015, 17% of UK households already use phone as primary web access Android OS use grown from 5% to 47% (Dec 2009 to Dec 2011). Apple is 30%, Symbian <5%. (ComScrore Aug 2011) Increase from 31% (2010) to 45% (2011) of people who connect to Internet from phone/tablet (ONS – Aug 2011) Over 25 millionsmartphones in use in UK 59% access social network, 49% to buy, 12% to check-in 51.3% of phone market (Ofcom Aug2011 / ComScore Dec2011) 43% of users have downloaded an app Bite-sized learning & volunteering whilst commuting 70% would give up alcohol for a week rather than phone Have you viewed your website on a phone/tablet?
  15. 15. 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
  16. 16. How can social media help Marketing activity?• Increases speed of communication – no faster way to (Action) spread marketing messages 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’ marketing 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. Show understanding and start some conversations!
  17. 17. How can social media help Marketing activity?Generate on-line conversations, promotion and awareness (Change) about the 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 similar (Action) 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
  18. 18. The voluntary sector problemWhere to startKnowledgeConfidence / FearCapacity / ResourcesAccessTimeCostScepticismAny more?
  19. 19. 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?
  20. 20. But how much time do charities allocate?48% have no budget for social media activities and 86% allocate a 0.5 FTE or less to using & maintaining it (NTEN - 2011 – NonProfit Social Network Benchmark Report)17% have a social media plan or strategy (East Midlands ICT Infrastructure organisations – March 2012)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 will check there first!
  21. 21. Marketing your Organisation OASIS was developed by @JohnSheridan• Know your objectives and what you want to say • We have a new drop-in centre – for the community to use• 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 sn 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
  22. 22. 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 Google Site, Flavors, Weebly 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?!
  23. 23. Objectives – what do you want to achieve People and needs first, then tools <Guide – Page 6 – Benefits Q1 and Q2>
  24. 24. 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
  25. 25. Audience – Who are they? – Where are they? If you build it, they won’t come <Guide – Page 7 – Is it suitable? Question 2>
  26. 26. Start conversation – but dont try to move everyoneIt can be difficult to get It’s easier to go wherepeople 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, fundraising will follow
  27. 27. Finding OutSurvey What it is - online survey website - drag and drop questions - simple tick-box or grids - multi-users What it does - generate graphs - download spreadsheets - event feedback forms - logic based on responses
  28. 28. Finding Out Survey MonkeyFree Version- Unlimited surveys- 10 questions per survey on 15 question types- 20 survey templates with Progress bar & Page numbering- 100 responses per survey- Collect via weblink, email, Facebook or embedPaid for Version - £24 per month- No limit to surveys, questions, limit to 1000 responses- Download survey responses- Cross-tabulate responses from multiple questionsOther ones to look at- Snap Surveys, Zoomerang, Lime Survey
  29. 29. Finding Out Survey MonkeyFeedback on how it has been of benefit to organisations- finding out more about what members needs are- as a post-event feedback system- useful graphs for presentations & funding bids- timesaving vs annual paper based survey- also see
  30. 30. 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 –• Listen to many channels - or Topsy• Turnaround – Use these services to publish FOR your audience!
  31. 31. ListeningNews feedsIn and Out(Nottingham SMS RSS)
  32. 32. Marketing what you do...• Tell others what you are doing• Engage in conversations from sharing your news with supporters• 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 by email or in a feed reader (such as Bloglines or Google Reader) without them having to re-visit your site• Your RSS feed can be embedded into an organisations website• Commoncraft Video explaining RSS
  33. 33. Events AS they happen not AFTERwards200 million registered users180 million tweets posted per day7 million users in UK40% of tweets are from mobilesHootsuite / Tweetdeck to manage itOnce familiar with how it works, its asimple place to listen & respond.To generate wider awareness of whatorg does & draw audience to your site.
  34. 34. A transient conversation, short updates, signposts to resources and conversation startersMicroblogging – Twitter - Commoncraft Video explaining Twitter
  35. 35. Important to market your organisation and 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-lineconversations and discussions than a large network of followers who never haveconversations or share ideas and knowledge.
  36. 36. 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
  37. 37. Following online chat or an topic #hashtagRather than being there, get everyone together online Streamline & Schedule Twitter updates with - Hootsuite - Tweetdeck#chat2lrn 4pm Thursday#lgovsm 8pm Tuesday#swchat 9pm Thursday#nptalk 8pm Wednesday
  38. 38. 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)
  39. 39. Its Social media, not Selling media!• Attracting people to your online space should be an essential part of your communications strategy. Not forcing them. Visitors inspired by what you do are more likely to become followers.• Message - clear and unambiguous, your web site is your shop window, the 1st public face supporters and potential donors see Tell stories – an authentic picture of what you are trying to do Make the Call To Action as plain to see and unambiguous on a social network as you would in printed copy.• Tone and Context – get this right and match for your audience• Engage in frequent updates & blogs to keep donors informed and involved in what you are doing• Conversations with supporters, build relationships and give them space to say why they care … and Thank them.• Include your website and social networks on all communications
  40. 40. Which Tools? In pairs share how you could promote your cause Think back to your cause or campaign? 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?Pitch it!
  41. 41. Implement - match right social networking tool But new media doesn’t just replace old media – its as-well-as Joined up online and with offline <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!
  42. 42. Have you got a marketing social networking plan? Use of social networks in marketing is similar to use of phone or newsletters.Have Purpose – WHAT, Audience – WHO, Aims – WHERE Have a Champion/s who can steer, update & reply Step 2 – Pick one goal to pursueSocial media tools are now part of your resources but with added dimension they enable of social actions.A social media enabled marketing campaign is active the moment it goes live. Be prepared!NOW – Choose the right tools and have social media use guidelines
  43. 43. The best website for the jobMake a buzz around what you do• 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
  44. 44. Be consistent & Pull 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!
  45. 45. Add This (e.g. NAVCA)for sharing andtracking links withothers on line ...Show all thechannels on yourmain home page
  46. 46. Integrate Twitter into the organisations main website ... … visitors can tweet about individual stories and searched tags for related content. Follow your organisation on Twitter direct from your website.
  47. 47. Consistency across all websites & social networks
  48. 48. Created a Twibbon based campaign with a target to raise £1000 Simple call to action Low effort toolsViral message – supporters wanted the Twibbon on their avatar Reached target in 48 hours Added 2000 new followers on Twitter 2320 page views of websiteDogs Trust have a very clear and simple logo, colour scheme and message across all social media sites
  49. 49. Let people know what yourorganisation does and how they can be involved
  50. 50. To be noticed by a wider audience - get your organisation listed with a Google Place page- Verified Voluntary Action- Add Photos Rotherham- List Offers Derwentside- Streetview Maps CVS & VB here- Show Ratings- Comments
  51. 51. Anyone can be a content creator Increases Reach Viral? Make it Different, Spoof, Unexpected, Endorsement. Call to Action. Spread & share Keep it Fresh Show your Organisation is Genuine & has Personality
  52. 52. New way to interact – a Quick Response from visitors – QR Codes Letting people know how to get involved 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
  53. 53. Oxfam ShelflifeMarketing what they do using QR codes on donated items linked to websiteBuilds a story around an item submitted by the giverLaunched Feb 2012 as pilot in 10 Manchester shopsKnowing the story of an item can increase its interest & value for the purchaserMarketing for Fundraising what they do by selling items … & memories!
  54. 54. 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)
  55. 55. Letting People Know MailChimp www.mailchimp.comWhat it is- mailing list management- e-bulletin design- engagement stats- segmented subscribers
  56. 56. Letting People Know MailChimpWhat it does- emails sent smoothly avoid spam- handles bounces automatically- use templates or build own- easy import from Excel- integration with social networks
  57. 57. Letting People Know MailChimpFree Version- 2000 subscribers and 12000 emails per month- Templates and Template Images including Merge Tags- Unlimited Groups and Segments- Offline and phone tools for stats and to collect new subscribersPaid for Version - £9.22 (1000), £18.45 (2500) per month (and larger)- Delivery Doctor and Inbox Inspector- No limit to emails (price bands for subscribers)- Enhanced targeting through subscribers social networks- Personalised Auto-responder when new people join listOther ones to look at- TinyLetter, ConstantContact, DotMailer, Mailblaster
  58. 58. Letting People Know MailChimpFeedback on how it has been of benefit to organisations- build & import lists of supporters & group / segment- sign-up forms to embed on website- template based design of campaigns & for re-use- track e-bulletins sent, bounced, opened and clicked- social media integration and reach measurement
  59. 59. It’s the place wheremany, many peoplealready networkand shareCreate a Group fora network ofSupportersSet up a Page forpeople to Like &see your updatesCheck Privacysettings andfrequent changesLink to Twitter &Blog or back tohome page
  60. 60. On Page MarketingExperiment marketing reachby starting Facebook advertSponsored Stories will post Google Grants for charities toto their friends. Advert is a link to their website (not sell)direct action to your website Free Google AdWords6 Likes = 1 Action advertises your site for related keyword queriesCharging based on CPC clicksor CPM impressions Tracking dashboardAv. cost per click $0.29 YouTube - Donate button,(Web Trends Jan 2011) increased uploads & prominenceSet daily spend budget (minis £1.00/day) Google bids to get exposure
  61. 61. 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
  62. 62. 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
  63. 63. 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
  64. 64. Online Annual ReportsKey legal information can be shownonlinePDF copies can be generated fromwebpagesInteractive stories from local projectsGreater scope for video and audio casestudiesCan be more cost effective vs printing Other ways to tell people Community Channel Citizen Newsnet
  65. 65. Alternatives: Yammer, Google Sites, SocialGo, Facebook, Wackwall.comCommunitiesbuilding theirown spaces- for discussion- sharing- belonging- awareness
  66. 66. 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
  67. 67. Sustain – engage, converse, measure, adjust If you don’t do it and dont keep engaged - someone else will be marketing to your audience <Guide – Pages 13, 14 6, Measure your success 7, Develop – Steps 6 and 7>
  68. 68. 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
  69. 69. 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!
  70. 70. Being part of “The Conversational Web”, notBroadcasting but listening & interacting morethan you talk Marketing the workConsistency across all platforms and tied in your organisationwith website & offline promotion. does. Aim for ...Scanning & responding to current trends,requests, spotting gaps in the market.Share and be helpful, raises your profile for theright reasons. Be a “content creator” and giveback to the community.Keep supporters informed of your news andevents.Remember what you say is immediate - whattook days, takes hours, what took minutestakes seconds!Be Helpful – Be Generous - Say Thank You - Common CraftShare and you’ll be amazed what you get back! What is Social Media Video
  71. 71. 10 Things you may be doing wrong1. Not integrating social media with your offline communications mix.2. Not integrating social media with your website.3. Not thinking about the correct channel channel you’re using.4. Posting inconsistently or infrequently.5. It’s all about you—and you’re not very interesting! Human Interest6. Making it “antisocial” anti-conversational media. Say Thank You.7. Posts are disconnected from your mission. Be consistent.8. Not respecting people’s privacy.9. Continuing to do things that aren’t working.10. Not using Common Sense!(from
  72. 72. • Don’t worry it’s not finished – A half formed blog post can be more inspiring and Some concerns? create a bigger conversation• Don’t pretend to be someone you aren’t Dont Give Up! – 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/)
  73. 73. 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
  74. 74. 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!
  75. 75. 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?
  76. 76. Useful links and websites• ITEM3• CITA• Media Trust• 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
  77. 77. Useful links and websitesFor Local ForSupport VolunteeringOrganisations Organisations To share and learn about social media for communities
  78. 78. Thank You – My Email & Twitter contacts Paul Websterpaul @ @watfordgap