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Daniel Tyte Social Enterprise + Social Media = Social GoodPresentation Transcript
Social Enterprise + Social Media = Social Good March 2011
Our conversation today Social media in context Social media and social enterprises Case studies and takeaways Daniel Tyte, Working Word @dantyte [email_address]
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
People are ignoring advertising Banner Blindness, Nielsen Norman Group August 2007
And trusting each other Nielsen Global Online Consumer Survey July 2009
The Internet is changing…
The traditional Internet = Web 1.0 – was built by brands and companies
Social media is empowering individuals to build communities around themselves- just like social enterprises
Watch Web 2.0
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. “ ”
What this really means…
Watching video clips online
Uploading & sharing video clips
Reading blogs & product reviews
Writing blogs & product reviews
Uploading & sharing photos
Downloading video & audio podcasts
Subscribing to RSS feeds
Commenting on blogs or review sites
What does this mean to social enterprises?
Is the Digital Divide narrowing?
Wales has the highest proportion of households using mobile broadband in the UK.
In Wales, rural broadband take-up (69%) continues to be higher than urban areas (62%) Ofcom, Aug2010
18% of Facebook users have an annual income under £15k
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’
www.google.com/adplanner, Feb 2011
A new type of social exclusion?
Community bid to tackle problems of broadband
FAMILIES and businesses across Carmarthenshire are being "socially excluded" by not having access to fast internet services.
Use social media search tools and your sector knowledge to find key influencers or communities
Guardian Social Enterprise
Welsh Teachers Network
Young in Swansea
Use free tools like
Google Blog Search
to find out what people are saying about you/your space
Engagement strategy: 5 Tweet Tips
Introduce yourself and what you do in bio
Your 1 st tweet!- Comment on a matter in your world, and ask for others opinions
Take your content and communications to existing communities- use search box
Add yourself to wefollow
Watch and learn from other good tweeters- @WWF, @mashable, @socialmedia2day
Engagement strategy: 5 Facebook Tips
Create a fan page
Use the extras- plan events, upload video, hold contests, poll your audience
Join groups that match your interests- pick up info and network
Get answers- free market intelligence
Build a hub- link back to your website
Conversations not Campaigns
Fish where the fish are* . * Fishermen (and bears) have known this for years
Three key elements:
Take your content and communications to existing communities
Traditional ‘broadcast’ communications don’t work. You need to listen, talk and *earn* the right to tell your story
Brands plan communications in 6 week campaign cycles. People don’t. You have to invest in building ongoing relationships through ongoing conversations
Case study: Fifteen
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.”
Case study: Fifteen
Created a hub- integrated social back on site
Engaging Facebook site- behind the scenes- can you give a similar insight?
YouTube brings the people to life in a powerful way- do you have people like this?
Use Twitter for fan feedback, competitions- can you?
Share intelligence and direction- people can buy into their mission
Good Home Needed: Pembrokeshire Frame
Good Home Needed: tell the story of the item- make it more than an old chair!
Already have a Facebook page and an eBay shop - make them work together
Set up a Twitter feed- follow the five tips- and link to items for sale
Show items off in more detail on Flickr
Own the conversation on interiors/furniture and share interesting articles with followers/friends
One Careful Owner: Pembrokeshire Frame
Set up a YouTube channel and profile an employee of the month- show off your people
Series of one minute makeover videos
Use Twitter to book collections/arrange deliveries
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
When you get back to the office…
Use Google Alerts, blog search, Social Mention to listen
Put the Twitter tips into action
Put the Facebook tips into action
Use Google Ad Planner for market insight
Daniel Tyte, Working Word @dantyte [email_address]