How Wolverhampton Homes Started on Social Media

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How Wolverhampton Homes Started on Social Media

  1. 1. Using Social Media: How we started and what we’ve learnt 15 June 2011 Kate Hughes Communications Manager
  2. 2. This session... <ul><li>Background </li></ul><ul><li>How did we start? </li></ul><ul><li>Policy and guidelines </li></ul><ul><li>Twitter </li></ul><ul><li>Facebook </li></ul><ul><li>Other sites </li></ul><ul><li>Resources and scary stuff </li></ul><ul><li>Questions welcome throughout! </li></ul>
  3. 3. How we started <ul><li>Experimental approach </li></ul><ul><li>Loose objectives: </li></ul><ul><ul><li>give customers/stakeholders new channels to communicate with us </li></ul></ul><ul><ul><li>drive traffic to new website </li></ul></ul><ul><li>Social Media Policy </li></ul><ul><li>NO STRATEGY! </li></ul><ul><li>Twitter – gateway channel </li></ul>
  4. 4. Policy and Guidelines <ul><li>Light touch </li></ul><ul><li>Encouraging </li></ul><ul><li>Flexible </li></ul><ul><li>Policy </li></ul><ul><li>Guidelines </li></ul><ul><li>Happy to share </li></ul>
  5. 5. Twitter <ul><li>Started in Jan 10 </li></ul><ul><li>Mostly stakeholders </li></ul><ul><li>Frequent updates </li></ul><ul><li>Mitigation of risk </li></ul><ul><li>Use hootsuite </li></ul><ul><li>Promotion </li></ul><ul><li>Live tweeting - consultation </li></ul>
  6. 6. Examples
  7. 7. Examples
  8. 8. Facebook <ul><li>Twitter was good for stakeholders, but… </li></ul><ul><li>Research </li></ul><ul><li>Started in May 2010 </li></ul><ul><li>Promotion: newsletter, City Show, new website, personal networks, staff newsletter, </li></ul><ul><li>Take up was initially slow </li></ul><ul><li>Now lots of debate, comment, interaction </li></ul><ul><li>Still small amount of likers </li></ul>
  9. 9. Examples
  10. 10. Examples
  11. 11. Limited Resources <ul><li>Can’t do everything </li></ul><ul><li>We dabble in other platforms but Twitter and Facebook = primary </li></ul><ul><li>At first, just me </li></ul><ul><li>Checked twitter 5-6 times a day (approx 10-15mins) </li></ul><ul><li>Now two people check/update all platforms 5-6 times a day (approx 40 mins) </li></ul><ul><li>Start small – and do it well </li></ul>
  12. 12. LinkedIn
  13. 13. YouTube
  14. 14. Wikipedia
  15. 15. Scary stuff (and how it’s not really) <ul><li>Overwhelmed? </li></ul><ul><li>Criticism? </li></ul><ul><li>Weekend/evenings? </li></ul><ul><li>Lack of support? </li></ul><ul><li>Lack of understanding? </li></ul><ul><li>Measurement? </li></ul>
  16. 16. What didn’t work (for us) <ul><li>Photo comp – Wonderful Wolverhampton </li></ul><ul><li>Cheap Eats competition </li></ul><ul><li>But they have </li></ul><ul><li>worked other places! </li></ul><ul><li>Photo by tenant Steph Jennings </li></ul>
  17. 17. Measurement <ul><li>Mentions/replies/comments/likes = good but outputs </li></ul><ul><li>Insights = better </li></ul><ul><li>Klout = better still </li></ul><ul><li>Our own measures = useful conversations </li></ul>
  18. 18. Measurement
  19. 19. Content Development <ul><li>About 50% planned </li></ul><ul><li>News, diary stories, events, competitions, pics </li></ul><ul><li>50% spontaneous or responsive to topical issues </li></ul><ul><li>Mix of ‘corporate’ and ‘fun’ </li></ul>
  20. 20. Growing a community <ul><li>Time </li></ul><ul><li>Persistence </li></ul><ul><li>Humanity </li></ul><ul><li>Creativity </li></ul><ul><li>Kindness </li></ul><ul><li>Humour </li></ul><ul><li>Listening </li></ul>
  21. 21. My Advice <ul><li>Use social media personally. </li></ul><ul><li>Experiment and learn! </li></ul><ul><li>Start on Twitter. </li></ul><ul><li>Be willing to fail. </li></ul><ul><li>Exercise common sense. </li></ul>
  22. 22. <ul><li>Kate Hughes </li></ul><ul><li>Communications Manager </li></ul><ul><li>Wolverhampton Homes </li></ul><ul><li>T: 01902 556789 </li></ul><ul><li>E: [email_address] </li></ul><ul><li>Blog: www.socialhousingcomms.blogspot.com </li></ul><ul><li>Tw: @katehughes or @WolvesHomes </li></ul>

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