110219 Introduction to social media for Oxford Voluntary Action
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This is the presentation to accompany a workshop for staff and volunteers from local charities organised by Oxford Voluntary Action and delivered by Mark Walker of SCIP on 3 March 2011
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110219 Introduction to social media for Oxford Voluntary Action
- 1. Introduction to social media Mark Walker, SCIP Regional ICT Champion for the South East
- 2. Regional ICT Champions Listening Understanding your audience Strategic planning Managing campaigns Collaboration and teamwork Growing your voice Measurement
- 3. Regional ICT Champions Three strands for 2010/11 • Signposting to information about third sector use of ICT – Top websites – Databases, websites, funding, fundraising • Support services for the third sector – Suppliers, volunteers, social enterprises, CVS • Social Media – Benefits, techniques
- 4. About this session • A changing world • TLC: Think Like your Customers • Tuning In • Integrated Campaigns • Next steps
- 6. A new fundraising challenge What we’re used to One application @ £1,000s What we need to learn 100s of donations @ £10
- 8. What is social media? • Podcasting • LinkedIn • Blogs • Google Docs • Video-sharing • Twitter • Microblogging • Ning • Delicious • Yammer • Social Bookmarking • Slideshare • Document-sharing • SurveyMonkey • Video Conferencing • Wikis • Doodle • Email forums • Wordpress • Bulletin boards • Wordle • Foursquare • Joomla • Groupon
- 9. Who uses social media? There are 28.5 Million people on Facebook in UK in Jan 2011 From www.checkfacebook.com
- 10. Who is using social media? • Young People • Your Colleagues • Older People • Your Volunteers • Wealthy People • Your Friends • Poor People • Your Family • People With Disabilities • Your Funders • Geographic Communities • Your Partners • Communities of Interest • Your Customers • Government • Your Competitors • Business • Your Suppliers • Individuals
- 11. Third Sector use of the internet • 66% - fundraising and other research • 61% - purchasing goods and services • 51% - online membership or subscriptions • 45% - remote access • 40% - e-learning • 37% - social networking • 21% - blogging • 20% - VoIP / Skype – internet telephone calls • nfpSynergy, Virtual Promise 2008 • groups with <£1m turnover
- 12. Who doesn’t use the internet? • 10 million adults have never used the internet of which 4 million are also socially excluded [PWC 2009] • Of the 4 million, 39% are over 65, 38% are unemployed and 19% are families with children. • 70% of people living in social housing aren’t online – which is 28% of everyone not online [Oxford Internet Survey 2007] • 70% of people over 65 have never used the internet [ONS 08]
- 13. TLC: Think Like Your Customer
- 14. What can the social media do? • • Fundraising Communications Generating • Information Income • Listening • Collaboration Better • Productivity • Interaction Services • Branding • Development • Trust
- 15. Who Can we Hear?
- 16. The Sellers?
- 17. Or the Buyers?
- 18. Marmarati.org
- 19. The Problem The Solution • Too Many Choices • Patience • Too Little Time • Focus • Too Little Direction • Routine • Evidence • Measurement Getting a Grip
- 20. Grow bigger ears
- 21. Tuning in http://www.flickr.com/photos/richevenhouse/2012636456
- 22. Tweetdeck http://www.flickr.com/photos/richevenhouse/2012636456
- 23. Listen Share Publish • Research • Retweet • Blogging • Learn • Connect • Presentations • Follow • Comment • Video • Networking • Debate • Podcasts • 20-30 • 20-30 • 2-3 mins/day mins/day hours/week • YouTube • Bit.ly • Wordpress • Tweetdeck • Slideshare • Slideshare • YouTube How long does it take?
- 24. Be useful http://www.flickr.com/photos/richevenhouse/2012636456
- 25. • Use a spreadsheet • Measure what you can • Do it often • Look for patterns • Share and learn together Measure and improve http://www.flickr.com/photos/stevenraymondparker/127399509
- 27. Plan your campaigns • Identify events in next few months • Focus on your audience’s needs • Use social media as part of a mix • Link your overall goals to short term targets • Agree a social media policy
- 28. Think internet first • Low cost, high impact • Share your stories • Hear other voices • Always on • Flexible, dynamic
- 29. How to use social media • Twitter: announce what you’re doing/ask questions • Blog: engage the audience, explain yourself • Facebook: invite friends, build community • Youtube: show who you are, explain yourself • LinkedIn: ask questions, share knowledge • Surveymonkey: ask what they want
- 30. What you need for telling stories? • Computer/internet • Storytelling skills • Technical help • Video camera + mic • A website or blog • Facebook Fan Page • YouTube account • Twitter account • JustGiving account • Time + help • An audience • Luck + perseverance…
- 31. Exercise 1: Planning your campaigns • What role can social media play? • Who will you target using social media? • Which social media will you use? • Why is social media relevant? • How will you measure what works?
- 32. Exercise 2: Plan your own campaign Objectives Audience Research Messages Budget Schedule Delivery Measurement
- 33. Where next? • Think internet first • Start planning mini-campaigns • Use it to Think Like your Customers • Work together on a social media policy • Download the Social Media Guide: – www.ictchampions.org.uk/downloads
- 34. Regional ICT Champions Listening Understanding your audience Strategic planning Managing campaigns Collaboration and teamwork Growing your voice Measurement
- 35. Good luck! This workshop is based on the work of: • Mark Walker • @scipmark 01273 234049 • www.seictchampion.org.uk • Regional ICT Champions: www.ictchampions.org.uk • www.slideshare.net/scipmark
Editor's Notes
- How to Choose a Database Mark Walker, SCIP, 01273 234049
- Some more figures from recent surveys A lot of these people fall into groups that we as third sector organisations are working with A CHOICE ? We could pack up and go home after drawing the conclusion that these people are not using the internet so we don ’ t need to change or service delivery to reach these people with new media. They are happy outside of the circle and we are happy to work with them like that. OR We could look at ways to bring these groups inside the circle and more effective in our work and drive down social exclusion through increased digital inclusion by looking at these tools and ideas? These are the people front line organisation in OUR sector see and are seeking to support every day. We have a responsibility as LIOs to lead by example.
- Objectives ...Decide what message you want to convey or what campaign to raise Audience ... Don ’ t decide on a social media platform / tool and then ask your supporters to join that platform then support you as they will first be faced with the barrier of accessing the new tool. Instead establish a presence in the platform or using the tool where you already know your target audience are. Strategy ... Have a clear idea of where the use of social media should take you – treat it like any “ traditional ” marketing campaign in this sense. Its about people and their stories. Implement ... See what others are doing, look at similar organisations. Try out tools and websites, sign up for free trials, tell a limited number of supporters at first. Sustain ... Very important. Don ’ t launch and then leave alone! Social networks need to be cultivated, conversations need to be stimulated and people need their questions and points they raise responded to. If this doesn ’ t take place the network will very quickly loose its inertia. Consider writing this “ gardening ” role into someone ’ s job description or recognising it as a key organisational task. Don ’ t be concerned if you feel the need to “ pull the plug ” on a communication idea if its not working. As most social media is free or very low cost this shouldn ’ t have a huge impact financially.
- Thanks & To Find Out More