Daniel Tyte Social Enterprise + Social Media = Social Good


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  • Can see the UK is the highest user as age increases…online is getting greyer- important for EST as often older people will have decisions to make on energy saving
  • Banner blindness means Internet users focus on the content on a page and ignore the advertisements. This is especially true for bright, flashing ads, and other units that are not relevant to what the user is interested in reading, the researchers found. Still hope- make ads simple and relevant to the page.
  • One of the great benefits of social media is its accessibility. It enables organisations to connect with people directly, reaching those who may be socially excluded and immune to traditional marketing and advertising – quite often the same people social enterprises want to connect with.
  • As a caveat to that, it’s worth looking at the digital divide figures…and we’ve already seen that people of all ages are using the net.
  • As a caveat to that, it’s worth looking at the digital divide figures…
  • But before you can have conversations you have to find the people..Twitter/Facebook have search boxes in them.
  • enter your target keywords and they will surface recent relevant blogposts, listed by date. There's also  Social Mention  and  How Sociable , which surface posts, mentions, and comments from the broader social media sphere, and also give you an index of brand visibility metrics.
  • Content- can type in keywords and track conversations in your field and enter them.
  • A fan page is like having another web site.  You can add applications, newsletter sign-up pages and events and promote them to your friends on Facebook. When someone becomes a fan of your page, your updates on the page show up on their wall giving additional exposure.   Creating a fan page gives you the opportunity to interact with your clients and customers further and deliver information not posted on your website.
  • A two-way street- can really engage with your audience, get their feedback- pinch their ideas and make them feel part of your community.
  • The people you want to target and talk to are likely to be using social networks- so do your research and use the opportunity to talk to them where they hang out.
  • Daniel Tyte Social Enterprise + Social Media = Social Good

    1. 1. Social Enterprise + Social Media = Social Good March 2011
    2. 2. Our conversation today Social media in context Social media and social enterprises Case studies and takeaways Daniel Tyte, Working Word @dantyte [email_address]
    3. 3. Social media is mainstream Creators Publish web pages, write blogs, upload videos to sites like YouTube Critics Comment on blogs, contribute to forums and post ratings and reviews Collectors Use RSS and tag web pages to gather information Joiners Have profile on and use social networking sites Spectators Read blogs, forums and online reviews, watch user-generated videos Inactives Are online but don’t yet participate in any form of social media Forrester Research's European Technographics® Benchmark Survey Q2 2009 UK social media usage
    4. 4. British public are heavy users
    5. 5. People are ignoring advertising Banner Blindness, Nielsen Norman Group August 2007
    6. 6. And trusting each other Nielsen Global Online Consumer Survey July 2009
    7. 7. The Internet is changing… <ul><li>The traditional Internet = Web 1.0 – was built by brands and companies </li></ul><ul><li>Social media is empowering individuals to build communities around themselves- just like social enterprises </li></ul><ul><li>Watch Web 2.0 </li></ul>
    8. 8. What is social media What’s social media? Ask Wikipedia! Social media has a number of characteristics that make it fundamentally different from traditional media such as newspapers [&] television … social media depends on interactions between people as the discussion and integration of words builds shared-meaning, using technology as a conduit. “ ”
    9. 9. What this really means… <ul><li>Watching video clips online </li></ul><ul><li>Uploading & sharing video clips </li></ul><ul><li>Reading blogs & product reviews </li></ul><ul><li>Writing blogs & product reviews </li></ul><ul><li>Uploading & sharing photos </li></ul><ul><li>Downloading video & audio podcasts </li></ul><ul><li>Subscribing to RSS feeds </li></ul><ul><li>Commenting on blogs or review sites </li></ul><ul><li>Tweeting, Facebooking </li></ul>
    10. 10. What does this mean to social enterprises?
    11. 11. Is the Digital Divide narrowing? <ul><li>Wales has the highest proportion of households using mobile broadband in the UK. </li></ul><ul><li>In Wales, rural broadband take-up (69%) continues to be higher than urban areas (62%) Ofcom, Aug2010 </li></ul><ul><li>18% of Facebook users have an annual income under £15k </li></ul><ul><li>Facebook users are 1.5x more likely than other internet users to also visit jobseekers.direct.gov.uk and 1.6 x more likely to search the term ‘job centre’ </li></ul><ul><li>www.google.com/adplanner, Feb 2011 </li></ul>
    12. 12. A new type of social exclusion? <ul><li>Community bid to tackle problems of broadband </li></ul><ul><li>FAMILIES and businesses across Carmarthenshire are being &quot;socially excluded&quot; by not having access to fast internet services. </li></ul><ul><ul><ul><ul><ul><li>Feb 2011 </li></ul></ul></ul></ul></ul>
    13. 13. Find <ul><li>Use social media search tools and your sector knowledge to find key influencers or communities </li></ul><ul><li>e.g. </li></ul><ul><li>Guardian Social Enterprise </li></ul><ul><li>Welsh Teachers Network </li></ul><ul><li>Young in Swansea </li></ul>
    14. 14. Listen <ul><li>Use free tools like </li></ul><ul><li>Google Alerts </li></ul><ul><li>Google Blog Search </li></ul><ul><li>Social Mention </li></ul><ul><li>to find out what people are saying about you/your space </li></ul>
    15. 15. Engagement strategy: 5 Tweet Tips <ul><ul><li>Introduce yourself and what you do in bio </li></ul></ul><ul><ul><li>Your 1 st tweet!- Comment on a matter in your world, and ask for others opinions </li></ul></ul><ul><ul><li>Take your content and communications to existing communities- use search box </li></ul></ul><ul><ul><li>Add yourself to wefollow </li></ul></ul><ul><ul><li>Watch and learn from other good tweeters- @WWF, @mashable, @socialmedia2day </li></ul></ul>
    16. 16. Engagement strategy: 5 Facebook Tips <ul><ul><li>Create a fan page </li></ul></ul><ul><ul><li>Use the extras- plan events, upload video, hold contests, poll your audience </li></ul></ul><ul><ul><li>Join groups that match your interests- pick up info and network </li></ul></ul><ul><ul><li>Get answers- free market intelligence </li></ul></ul><ul><ul><li>Build a hub- link back to your website </li></ul></ul><ul><ul><li>e.g Fairtrade </li></ul></ul>
    17. 17. Conversations not Campaigns
    18. 18. Fish where the fish are* . * Fishermen (and bears) have known this for years
    19. 19. Engagement strategy <ul><li>Three key elements: </li></ul><ul><ul><li>Take your content and communications to existing communities </li></ul></ul><ul><ul><li>Traditional ‘broadcast’ communications don’t work. You need to listen, talk and *earn* the right to tell your story </li></ul></ul><ul><ul><li>Brands plan communications in 6 week campaign cycles. People don’t. You have to invest in building ongoing relationships through ongoing conversations </li></ul></ul>
    20. 20. Case study: Fifteen <ul><ul><li>What is Fifteen? “Fifteen is a commercial business with a purpose – a global social enterprise with young people at its heart. Fifteen has three restaurants worldwide - Amsterdam, Cornwall and London – all of which operate a pioneering Apprentice Programme for young people, between the ages of 18 and 24, alongside the day-to-day running of the restaurants.” </li></ul></ul>
    21. 21. Case study: Fifteen <ul><ul><li>Created a hub- integrated social back on site </li></ul></ul><ul><ul><li>Engaging Facebook site- behind the scenes- can you give a similar insight? </li></ul></ul><ul><ul><li>YouTube brings the people to life in a powerful way- do you have people like this? </li></ul></ul><ul><ul><li>Use Twitter for fan feedback, competitions- can you? </li></ul></ul><ul><ul><li>Share intelligence and direction- people can buy into their mission </li></ul></ul>
    22. 22. Good Home Needed: Pembrokeshire Frame <ul><ul><li>Good Home Needed: tell the story of the item- make it more than an old chair! </li></ul></ul><ul><ul><li>Already have a Facebook page and an eBay shop - make them work together </li></ul></ul><ul><ul><li>Set up a Twitter feed- follow the five tips- and link to items for sale </li></ul></ul><ul><ul><li>Show items off in more detail on Flickr </li></ul></ul><ul><ul><li>Own the conversation on interiors/furniture and share interesting articles with followers/friends </li></ul></ul>
    23. 23. One Careful Owner: Pembrokeshire Frame <ul><ul><li>Set up a YouTube channel and profile an employee of the month- show off your people </li></ul></ul><ul><ul><li>Series of one minute makeover videos </li></ul></ul><ul><ul><li>Use Twitter to book collections/arrange deliveries </li></ul></ul><ul><ul><li>Use sites to share the journey of a refurbished item and ask people to feedback on it e.g. What colour it could be painted etc </li></ul></ul>
    24. 24. When you get back to the office… <ul><li>Use Google Alerts, blog search, Social Mention to listen </li></ul><ul><li>Put the Twitter tips into action </li></ul><ul><li>Put the Facebook tips into action </li></ul><ul><li>Use Google Ad Planner for market insight </li></ul><ul><li>Play! </li></ul>Daniel Tyte, Working Word @dantyte [email_address]