Social media as communication tool draftPresentation Transcript
Social mediaThe new communications tools
“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 thatthe space is on a computer.(From ‘How to use New Media’ - Media Trust).
What we are going to do today• Do some networking• 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 ! http://www.flickr.com/
Finding Out – Networking and Communications
What is Social Media and why is it relevant
Old media - Web 1.0 . . . . . static websites with no interaction, text heavy content. Information was just fed TO viewers
New media - Web 2.0 ... . . is interactive websites, open comments allowed, conversations and social networking with viewers encouraged
The story so far... - 2009- now was the era of Social Media Facebook use in the PALESTINE is now 910000, a third of the population, up from Less than afifth in 2008 In Jan 2010 Facebook had more global visitors than Google Youtube is the second most popular search engine Research claims Social Networking is slowly replacing email Statistics show 10 % of users are aged between 35 – 44 and that 85% of those aged 16 – 35 are on at least one social network site. There is a steady growth in access to social networks by Smartphone – Facebook mobile traffic has increased globally by 100% in the last 6 months.
Palestine - facebook users – Gender - Age - 6/2012 - 36.21%of the population penetration • Users in Palestine 600000 Oct2011 700000 Jan2012 910000 Jun2012
Israel - facebook users – Gender - Age - 6/2012 -Penetration of population:47.22% Penetration of online population65.97% 3472360 FACEBOOK USERS IN THE ISRAEL, WHICH MAKES IT #44
The internet as a friendly conversation The art of conversation is to listen more than you talk – it’s a two way process • Read and Listen – find out what is happening already • Link and Share – and link again! Its these links that keep the conversation flowing • Comment and Feedback – agree or disagree, this is what builds communities around a topic • Say Thank You – as social media is more about the links, introductions and relationships than the technology ... • Be Helpful – share what you have and you’ll be amazed when you get back! (
Social networks are different to broadcast media • Social networks are relational not transactional communication tools. • Social media rewards – Generosity – Other-centeredness – Helpfulness • 20-to-1 rule you should make 20 relational deposits for every marketing withdrawal
Why are they relevant? • Gain new wide range environment of communication tools • Virally promote your project , cause or brand • Campaign • Cheap or free t use – main cost is time • Easier to engage with partners and target audience
Voluntary sector usage... 2010 research found that less than 20% were using social networking services ( in Palestine ) Main barriers: Lack of knowledge/confidence Lack of business case Access – either connection or equipment weren’t suitable Perceived risk of mixing personal and professional networking In the 2012 we have survey, 36% said they would look for a Facebook page for an organization ,project , news (local , national , professional , personal , cause, issue(second source of information after radio )
NEC – INTERNEWS - Local media Survey - June 2011 28 (23.9%) 35 (29.9%) 47 (40.2%) 7 (6.0%) 0 (0.0%)
When asked what organisations had on their website:• 20% - online picture and media storage• 15% - RSS feeds• 10% - PodcastsBut when asked about external social media sites used:• 17% - Facebook for their cause• 9% - Youtube, VIMEO• 7% - Flickr
Local media in Palestine usage. Of social media .. 2009 after our 1st round of citizen journalism and social media training – Prior to training, 35% had a profile on at least one social network – After training, 80% had a profile on at least one social network – 35% are also blogging – The 1st social media conference was held in Palestine 2011 – Social media courses was developed in Palestinian universities, media institutions 2011 – Currently there id two groups and pages on facebbok only for professional journalist ,photographers , reporters in which 1000 Palestinian journalist are active members .
Not everyone chooses to use the internet Social networking should never simply replace face to face communication Although 38% people access the internet every day (ON 2010),28% OF people have never used it Similarly just 2% of those with a degree level qualification don’t use the internet, rising to 55% of those with no qualifications The largest group of ‘non-users’ are in the social grouping and aged over 55. Consider these figures When defining your audience and target group ,and use your listening and monitoring skills to decide which social media to use .
Social Media Planning Guide“So you think you want to use Social Media”
SOCIAL MEDIA TOOLS
The voluntary sector problem• Where to start• Capacity• Knowledge• Time• Cost• Type of guidance available
The experiment “To develop a guide for VCOs to use to enable them to set up and implement a social media strategy, if relevant, which will help them to achieve their goals” #socialmediavco Find out about the most common social media tools Explore if and how they may be useful in helping local VCOs in Yorkshire & The Humber to achieve its goals
The stepsObjectives – 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
Objectives – what do you want to achieve Needs first, then tools
Audience – Who are they? – Where are they? If you don’t build it, they won’t come
The guideStep 1 – Establish if Social media is right for you • What is your organisation trying to achieve? • What are the goals you think social media might be able to help you with? • Do you already have a website that you can update yourself? • Are any of your target audiences already using social media (or are likely to soon)? • Have you got the time?
So, Is Social Media right for your organisation? Yes? It is likely that social media will make a significant difference to your organisation No? Think carefully if this is the right time for you to be spending time on this area.
Please describe your Please describe yoursocial strategy: social objectives• Engagement• Promoting• Social Content• Network Building
What is the message? • The Social Media Planning Guide covers the steps to using social media ... • We know WHO we are talking to • Now need to look at WHAT we are saying • Find out the most suitable communication method and best WAY to say it
What communication types do you use? And why?
How do you choose….• You want to apply for a job?• You want to complain• You want to market your organisation/project• You want to reduce the costs of missed appointments• You want to find people to get involved• You want to share information
What communicationtypes is most effective? How much does it cost?
Decide what you are going to say • Driving 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 on all communications
Addressing concerns about communication on the social web • Don’t worry that it’s not finished – a half formed blog post can be more inspiring and create a bigger conversation than a polished piece. • Don’t pretend to be someone you aren’t – the social web is about individuals not corporate viewpoints. You’ll find your voice weakened if you ‘spin’ ... And others will see through it! • Don’t worry you are in a vacuum – follow the tips, linking, connecting and conversing and soon people will do the same for you – it’s true! • 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.
ACTION• Register your organisations - project name on the popular social media sites.• Make sure your organisation-project is on Google applications and tools• Share links – with everyone
The networked project BE DOUnderstand Networks Work with Free Agents – journalists – social media activist , bloggersCreate Social Culture Work with Crowds – find those groups and pages who have the same interest or can serve your goalsListen, Engage, and Build Learning LoopsRelationshipsTrust Through Friending or communicatingTransparencySimplicity Govern and reach through Networks
It’s what you do, not how you do itEducating --Marketing – Fundraising - Productivity
Strategy - pick a plan with a path that fits Social web is an ‘as-well-as’1, Pick one goal to pursue2, Decide who is going to be involved and how muchConsider responsible use (Appendix 2)
Pick one goal to pursueStep 2 – Pick one goal to pursue MarketingWhat marketing goals might your organisation- project have?
Which Tools?• Which tools do you use to help you to achieve your marketing goals?• Why?• What problems do you face?
Social Media Tools for Marketing a projectSocial Media Marketing uses Frequency Twitter Dialogue Viral marketing Signposting Relationship Throughout Social Media Tools and Marketing building the day Facebook Dialogue Campaigns Stories/images News Daily YouTube Personal Emotional Engaging Instructional Weekly/Monthly Blogs Discussion Stories/images Newsletters/ News Daily/Weekly stories / videos /images Linkedin Discussion Professional Stories/images Flicker Websites Brand Central Hub Information Data Daily/Weekly managementSurveyMonkey Questionnaires Targeting Planning Information Fixed term gathering analysing
Case Study –FOEME Friends of the Earth Middle East (FoEME) http://foeme.org/www/?module=home Marketing - communication Goals1. To build awareness of FOEME and its goals and services2. To increase traffic to the website, phone and/or email3. To build relationships
How they use it• Facebook – Announcements stories, relationship building, In for a Pound group, cat picture tags from other Facebook users• How they use Social Media Website – Donation buttons, affiliate links, stories, images• Twitter – Raising awareness, website traffic• Blog – New centre appeal, education, donations, stories
Productivity and Support Using Social Media Tools to help you to achieve your Productivity/Support goals. organisation’s Productivity = More efficient, effective, sustainable Do you want to be able to do things better? Productivity Rules1. Quick – save time2. Easy to implement and use3. Make a difference
Which to use?Other social tools• Communication – Skype, Oovoo, Tokbox, DimDim, ipadio• Organisingfor Tools Productivity/Support – Doodle, Eventbrite, Del.icio.us, Bit.ly• Collaboration – Google Docs, Dropbox, Huddle, Tom’s Planner• All-round useful – Jing, PDFCreator, ShrinkPictures, Issuu ,Pinterest
Communications Using Social Media Tools to help your organisation get Productivity/Support audience. it’s message to a wider• Start conversations with your supporters and your networks• More efficient – electronic messages get passed around social networking sites• Less costly to post a message on Twitter or Facebook• Instant news and information updates to your followers• Use RSS and Google Alerts to stay ahead of developments in your area of interest and build a ‘Listening Dashboard’.
TwitterEvents AS they happen not AFTER they have happened
In a survey– “How does Twitter work for you?” In less than 7 mins -7 replies.Twitter keeps me connected to friends I know & helps connect meto new people & opportunitiesTwitter helps me to be connected with people and newdevelopments, and helps to make new connections tooTwitters introduced me to many other organisations with similargoals that I wouldnt have met, & sharing best practiceTwitter helps me build & maintain my professional networkKeeps me up to speed with others - via my phone - esp importantwhen out of officeTo keep track of topics/people of interest and discover new topicsand people through the first set of people and topics
Listening VIA RSS • What are other websites saying about your organisation/or an issue of your interest ? • What are organisations you support saying? • See EU/EU PROJECTS ,sectors reports and announcments ,PR as published • RSS enabled feeds automatically can be picked up to be read at your leisure in a feed reader (such as Bloglines or Google Reader) without you having to re-visit each website • Content aggregated into a single easily readable interface/netvibes • RSS feeds can be converted for email delivery • RSS feeds from others can be embedded in your website
Listening • 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 • We will provide a document which explain the rss usage
Social media created the opportunity of all types of communication tools … Define which to use learn…practice ask and apply ?we are ready to tell how to use some of them.
Social Media tools and local support organisations
Remember the stepsObjectives – 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
Implement - match right social networking tool But new media doesn’t just replace old media <Guide – Pages 11, 12 3, Research (See Appendix 3) 4, Decide on your approach – Steps 3, 4 and 5> 5, Jump in
1The main Social 7 2Media Types Also Social 6 Collaboration 3 and Productivity•An organisations’ activities Tools 5 4•Which tools are the best•Examples of use
SOCIAL MEDIA TOOLS
Use by– Pick one goal & DevelopmentStep 2 Local Support to pursue Organisations Some examples of how these organisations are using the main Social Media tools
Why these Tools? • Quick and easy to set up and continue to develop (maybe 30 mins a week) • Draws people to the website • You want feedback from people and want to start conversations • Once set up, requires very little work (may take a while to get used to) • Spreads awareness • Draws people to your website • Links to your blog or Facebook page
Online journals - Blogging How to blog – document
Twitter – Telford & Wrekin Document for explaining Twitter is available Visit http://palestin emedia.blogs pot.com/
Why these Tools? • High number of clients/potential clients have Facebook page, but only use if your audience are already there • Links to blog • Can have separate Facebook page for projects and business activities • They have the technology to make it quick and easy • It provides them with an extra web presence • It gives a face and a personality to your organisation
Social Networking - Facebook Pages- groups Phoros Events pulls Interactive
Video Sharing – Youtube ,Vimeo ,bliptv
Time Planning – frequency and time neededEvery 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
How much time will you spend doing the work once you learn skills?Listen Promote Participate Publish BuildNo Engagement Broadcast/Share Low Engagement Content Intensive Community High Engagement15 min/day +20 min/day + 30 min/day + 3-5 hrs/wk Original concept by Beth Kanter, revised by Aliza Sherman + 5-10 hrs/wk
Social Media in Practice – Now it’s your turn!Surgery session to help you try out any of the tools we’ve talked about Help you register your organisation for the websites you’ve seen Just to answer any more questions you have about social media
Blogging and Video Productivity Tools Doodle, Eventbrite etc. Facebook Communications RSS and Twitter 20 minutes to try them out ... then move round for more
Image Sharing - Flickr
Talking to the web – News Output
‘Audacity’ – free software for recording and converting toMP3 to load to the web http://audacity.sourceforge.net/Commoncraft Video explaining Podcasting Visit
Get the know how and apply it – youwill not forget it
Sustaining the conversation and any questions
What have we made?
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>
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
What social media will do• Increases speed of communication – no faster way to (Action) spread your message than through social networking.• 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
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• Joins together communities who are interested in the (Action) similar things, have the same likes or are striving for the same objectives.• Common Video explaining Social Media , and any of your activities
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 Communications of your message Marketing your project, Fundraising, Productivity, .... and whatever else you do.• Implement, monitor and adjust – and remember it takes time!
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 we answered the UnAnswered Questions?!• How can we keep the conversation going?