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CIPR Fifth Estate - Voluntary Sector Group: "Social Media - an introduction"


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Charities have grasped the opportunities that social media gives to communicate with their supporters, often being nimbler and more innovative than their private sector counterparts. Facebook and Twitter have become the dominant platforms, allowing charities to communicate directly with their supporters using rich and engaging content. But with new platforms on the rise - including social networks like Google+, mobile apps like Instagram, and devices liked the iPad - new and ever more divergent opportunities for stakeholder engagement are becoming apparent.

Whether communicating with donors, funders, government, internally or with 'free agents', charities face bigger challenges - and threats - more than ever. How can charities keep up with new technologies and platforms? What should their strategic approach be to ensure they are making the most of these opportunities? What are the risks and how can these be overcome?

Published in: Business, Technology

CIPR Fifth Estate - Voluntary Sector Group: "Social Media - an introduction"

  1. 1. <ul><ul><li>Ben Matthews (@benrmatthews) </li></ul></ul><ul><ul><li>13.09.2011 </li></ul></ul>social media an introduction
  2. 2. The Intro The State of Play The Tools The Future 1 2 3 4
  3. 3. 2 3 4 The State of Play The Tools The Future 1 The Intro
  4. 4. THE INTR0 What is Social Media?
  5. 5. * Scary answer
  6. 6. It’s a way of allowing people to connect, and stay connected * not-so-scary answer
  7. 7. the changing state of communication Here comes everybody* * Clay Shirky
  8. 8. you traditional advertising
  9. 11. 1 2 3 4 The Intro The State of Play The Tools The Future
  10. 12. the state of play
  11. 13. facebook’s 500 million
  12. 22. … it’s really all about people
  13. 23. people are already talking about your brand
  14. 24. so what?
  15. 25. listening isn’t enough
  16. 26. the “end” of bad customer service
  17. 30. 1 2 3 4 The Intro The State of Play The Tools The Future
  18. 31. the tools
  19. 33. what is facebook? Tool: Facebook is a type of “social network” which provides a platform for people to upload a profile, along with pictures and video. People: Facebook allows friends to connect with each other, leave messages, share holiday snaps, organise events, and maintain “ambient intimacy” with a larger circle of friends. 400m+ active monthly users , half log on everyday, and the number of users is doubling every 6 months. 2/3 of it’s users are female, 35+ is the fasting growing demographic Will you be my friend?
  20. 35. what is youtube? Tool: YouTube is a type of Video Sharing Site - it allows anyone to upload and view videos online. People: Now video cameras are so prevalent, people can share their movies online, watch their friends clips, and talk about other videos with each other, finding friends with similar tastes. 200m videos , 500,000 - video publishers, 200m videos viewed a day, 25 hours of footage uploaded every minute , it would take over 1000 years to view all content on YouTube “ Send me that link to the laughing babies…”
  21. 37. what is twitter? Tool: Twitter is a “microblogging” service. In essence, it asks it’s users a simple question - “what are you doing” - which they are prompted to respond to in under 140 characters, as “Tweets”. People: The joy of Twitter lies in following other people - be they friends, family, brands or celebrities - and reading their Tweets to find out what they are doing. Grown 700% in the last 12 months . The world’s largest database on emotions, activities, and feelings, and in this is a massive data source for people talking about your brand online. 18 billion Tweets overall, with 4.5m Tweets a hour , 55% of userbase is female. Tweet tooowo! “ If you aren't familiar with Twitter, it is one of those things that sounds totally ridiculous and stupid when you first hear about it. But once you start using it, you realize how much fun it is”
  22. 39. what is linkedin? Tool: LinkedIn is an online professional networking service. People: LinkedIn allows professional workers and companies to connect with each other, to find new opportunities, collaborate on projects together, and allow potential employers to see their working history. Over 70m users across 200 countries, a new member joins every second, executives from every Fortune 500 companies use the service. “ Get yourself connected…”
  23. 41. what is tweetdeck? TweetDeck is one of the leading free applications for Twitter, allowing users of Twitter to organize, update, and essentially handle all the @replies, direct messages, retweets, and updates that come up 24/7. You can easily organize those that your are following on Twitter into groups based on relation to you, interests, and location. You can also create columns for each part of your Twitterverse. You can, for example, create a column just for Direct Messages or Facebook friend statuses(for those linking Twitter to Facebook). You can use services such as TwitPic and TwitsScoop right in your main TweetDeck dashboard. This can save a lot of time and allow you to upload photos and links right to Twitter from this application. You can also update your other sites connected to Twitter from TweetDeck such as Facebook.
  24. 43. what is URL shortening is a technique on the World Wide Web where a provider makes a web page available under a very short URL in addition to the original address. For example, the page: Can be shortened to has the added advantage of letting you customise the url, such as The analytics system behind also lets you track exactly how many people clicked on the link, where, when and if they shared to other sites such as Facebook
  25. 45. the big issue What do you stand for & why will your audience care?
  26. 46. stuff that works <ul><li>Stand for one thing </li></ul><ul><li>Live & breathe your message </li></ul><ul><li>Be passionate </li></ul><ul><li>Make it about your audience, involve them don’t just talk at them </li></ul><ul><li>Be content led – be interesting! </li></ul><ul><li>A mixture of inside & out </li></ul><ul><li>Talk like a person not like a company </li></ul>
  27. 47. Social media means participating in the conversation
  28. 48. 1 2 3 4 The Intro The State of Play The Tools The Future
  29. 49. THE FUTURE
  30. 50. location It’s not that location started with Foursquare and Gowalla, but it took both Foursquare and Gowalla’s simple badge system for it to take off. Recently Facebook launched Places bough location based services to the mainstream, with more features coming in the future to make the experience more engaging. Google is also broadening its location offerings, building out Google Places and taking a more active role in bridging location and mobile products and services together.
  31. 51. events Lanyrd is the social conference directory. Find conferences your friends are going to, see what's happening at conferences right now, build up a speaker profile.
  32. 52. events Plancast is the easiest way to share your upcoming plans and other real-life activities with friends.
  33. 53. gamification
  34. 54. your new brain “ Remember Everything” Capture anything. Save your ideas, things you like, things you hear, and things you see.  Works in browser, on desktop and on mobile
  35. 55. how it all fits together
  36. 56. any questions?