Social Media Communication Strategy 2010

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Social Media Communication Strategy 2010

  1. 1. The North Yorkshire & York Forum Social Media Communications Guide 1 - www.despair.com
  2. 2. Headline Recommendations for North Yorkshire & YorkForumThinking time - Map target audience(s) Bend multiple staff time & responsibilities Consider volunteers leading this Consider the changes it will mean to existing ways of working Define 6 month measurement of successLow costs/ no costs start - Set up Google alerts for NYYF. Setup facebook causes „fan‟ account and add some basic pictures and information. Rename and link the @NYFVO new twitter feed to a staff smartphone. Follow some obvious information sources @NCVO or @CooperativesYH or @involveyh or @York CVS. Set up a Chief Execs Blog at wordpress or blogger. Add facebook, blog and twitter buttons to the NYYF website. Automate feeds from Third Sector magazine or NCVO etc directly onto the NYYF website. Automate feeds from website to facebook. Add social media tags to NYYF email signatures to publicise. Monitor increased traffic to NYYF website via social media tools after 6 months. Start using it, things will become clearer.Medium term - Review all communications across NY and map overlaps. Work with LSDOs to gauge interest in collaboratively implementing some of these recommendations. Use LinkedIn for a professional network group. Work with volunteers to increase case studies, video-podcasts and photographs of NYYFs work. Target specific client groups as pilots for increased interaction. Work with frontline groups to help them raise their own voices and use NYYF tools to help.Long term strategic aims - Work with other LSDOs and build on what works. Target new audiences and address accessibility issues. Start using eventbrite to do the admin for booking events. Investigate using „groups‟ and blogs independent of NYYF that are less owned by NYYF and more collaborative. Use skype for communicating between LSDOs. Use Youtube as a training tool and to show outsiders into the work of NYYF. Investigate cloud computing and IT solutions to save money.
  3. 3. ContentsHeadline Recommendations for North Yorkshire & York Forum ................................. 2What is this guide? ..................................................................................................... 3What is social media? ................................................................................................ 3Why this is a culture rather than a technological change? ......................................... 3What does this change look like? ............................................................................... 4So technology is ubiquitous? ...................................................................................... 4The effectiveness of existing communications? ......................................................... 4How are VCOs currently using social media? ............................................................ 5How long will it take? .................................................................................................. 5Specific goals using social media? ............................................................................. 6 How to use specific tools ........................................................................................ 7Potential problems.................................................................................................... 10Further reading and links.......................................................................................... 11What is this guide?This is a practical guide written for the North Yorkshire & York Forum of why it mightwant to increase the use of social media in its communication work - and how to dothis. It does not replicate other social media strategies available and is designed tofacilitate ongoing communications work in York & North Yorkshire.What is social media?Social media it is not about a new marketing tool, is a culture change and is thefuture of networks. It is also about what you want to get out of it. If you don‟t see thepoint in it, it probably won‟t help you, but try it and you might see what all the fuss isabout. Increasingly networks are being built through technology that bypass existingstructures and hierarchies, are informal and will rise and fall on particular issuesoften in real time.Why this is a culture rather than a technological change?A network is about information, and information works best when it is on the usersterms. These are not tools to add to our workload, they are tools to change the waywe work. Why change? Simply because many people are changing the way theycommunicate and it‟s the role of an LSDO to try give people the information theywhat when and how they want it.
  4. 4. What does this change look like? From: To: Centralised Decentralised Firmly controlled Loosely controlled Planned Emergent Proprietor Open, shared Transactional Relational Feed information down Two way conversations Be the experts tells people what Ask for help creates ownership of to do solutions Tell people to „go away and do x‟. Invite people in shared space Start with a definite plan Start with what people want to do Tell people when something is Start with idle conversations launched Share works in progress Plan Start and assume it will change Modified from Strategic Planning for Networks by Wikimedia www.slideshare.net/eekim/strategic- planning-for-networksSo technology is ubiquitous? 40% of Britons now have a facebook account. Social Networks/Blogs now account for one in every four and a half minutes online Government services will be increasingly moving online under the Race Online 2012 initiative 80% of under 25 year olds interact online while watching TV or when they learn Social networks now surpass search engines as the most visited group of websites. 1 35 hours of video is uploaded to YouTube every minuteThe effectiveness of existing communications?Information flow has increased dramatically in the last 15 years. People generallywant more information, in smaller pieces, and at the time when they want it. How can you give people exactly what they want, without wasting their time? What level of detail do you need at each stage in the communication. Instead of asking people, do what you think and judge the results. How long does it take you? Are you duplicating efforts?1 www.experian.com/marketing-services/register-2011-digital-marketer.html
  5. 5. How are VCOs currently using social media?Very variedly. The majority of local organisations were not using any of the mainsocial media tools at all. According to ICT Champions 2006 survey 2 27% use Facebook at least monthly. 15.7% use Twitter regularly. 11.2% have a Blog 8.8% use YouTube 43.2% using Survey MonkeyHow long will it take? CEO - Blog once a week - around 45 minutes. Development team – website updates - daily - around 30 minutes per day Volunteer centre – 30 mins a week adding thoughts to facebook and Information worker - Twitter - around 30 minutes per day (throughout the day) Anyone else – 5 mins a day reading You can organise it so that there is cross posting between communication methods (eg between facebook and twitter and website and Youtube) so you‟re not that duplicating efforts.2 www.ictchampions.org.uk/wp-content/YH-Vol-Sec-Social-Media-Report-and-Appendix.pdf
  6. 6. Specific goals using social media?Social media is increasingly being seen as a „necessary‟ means of communicationfor organisations, but specifically how is it useful? NYYF work area How social media can helpProfessional At its heart social networks are about sharing. So instead ofnetworking forwarding a link on an email, build a following of people who have a vested interest in what you do. Raise the profile of NYYF as a service provider. As an information provider, as a leader in social change in north Yorkshire. Open data – sharing with colleges nationally what open data is available and how best t use it.Branding NYYF Who are NYYF? What do people expect from them? What is their USP in communications? Why would people go to www.nyfvo.org.uk ? What is the personality? What is your communication niche?Information services to inform? to advise? to enthuse? to invite? social media is a way of telling stories.Campaigning Crowdsourcing – the best example www.voluntarysectorcuts.org.uk but also Google docs example on local cuts. Examples from national charities around fundraising and facebook campaigns may become more relevant to how local VCOs interact with place. It‟s very easy to build campaigns through facebook that can quickly gain large numbers of followers.Policy updates Instead of digesting and rewriting responses to policy you can quickly retweet what others have (probably more eloquently) said – have it appear on your website via twitter and do something else.Consultation with It‟s cheap and quick in responding to the following issues:users Declining participation in formal representative politics Increasing engagement of the public in decision- making Use of online tools to facilitate debate Local government will involve the VCS in policy development but will also bypass direct to citizens. LSDOs act as an intermediary so need to be in the middle of communication channels. Private companies are increasingly moving into consultation: www.yougov.comRepresentation Bypassing existing gatekeeper organisations. Human stories straight to policy makers. Can be more open – people can instantly see what they have contributed.
  7. 7. Easier to feedback information. 24 hrs a day in a location of their choice. Often easier for currently underrepresented groups: young people, or time poor people.Participation The line between producer and user is changing. People will „riff‟ off each others‟ blogs and ideas and things will spiral very quickly (called crowd accelerated innovation) like may happen with open source data.Influence Retweeting other people‟s tweets builds a coalition. They are more likely to retweet yours. Share other people‟s links and resources is recommending them. People like people – not faceless corporations (hence the rise of branding). Ask for a call to action – the ladder of action means people will often start with something small (like micro- volunteering) that can lead to more action and maybe a lifetime in the voluntary sector.How to use specific tools Tool Use for NYYFThe NYYF website Your website is still the greatest communication tool you have. Look after it. Have a good look at www.nyfvo.org.uk and use it like a first time visitor. Make it easy for users to find what they are looking for, and make it well designed. (Thanks for our Communication Worker York CVS now receive 2,500 unique hits a month - a 30% increase on 2009). Have existing links set up on your blog or webpage, so that people automatically get the most up to date information. You‟ll have to check your links once a year anyway. By linking to other people‟s information, or by localising national data you can quickly make things relevant to your target audience.Google tools Google Alerts will tell you whenever NYYF is mentioned anywhere on the internet and will send you email alerts. www.google.com/alerts Google URL shortener will make your links shorter (necessary for twitter) but will also allow you to track how often they are clicked. http://goo.gl Google Docs – share documents online with anyone and work on them together https://docs.google.comBlogs Start a Chief Execs Blog – or an advice workers blog or whoever is willing and interesting. Why do you do what you do? What do you love about it? What can others learn from it? What is your niche? What do other CVSs blog about? Admit mistakes. Ask questions. Write good headlines. What is your voice. Blogging requires passion and authority. Engage with people who comment. Keep your personal integrity. Accept it‟s also an organisational press release.
  8. 8. Blogger: www.blogger.com/start TypePad: www.typepad.com WordPress: www.wordpress.org See http://stellamedia.wordpress.com/2011/03/21/a-blog-about- blogging-shine-a-light or http://yorkcvs.wordpress.comSurveymonkey Cheap and quick survey tool. Register, send an email and collect your results. Data can be shared instantly with users to act as a reward for filling it in. www.surveymonkey.comTwitter Twitter it‟s not about what you had for breakfast or whether you‟re stopping for a latte, it‟s about listening, connecting and sharing about very specific topics. 140 characters gives you titles of blogs, or a single idea. A newspaper tailored to your interests. An executive summary of thoughts by the leading VCS thinkers. A „heads up‟ abut issues before decisions are taken A way of involving hundreds of people as microvolunteers to help with your problems Ask for help A quick way of loading time relevant content onto your website, often from a mobile phone. Tweet things other might be able to use, quotes, or statistics are popular. What is the USP of your tweets? Larger orgs have multiple accounts to have multiple messages or themes (eg @YorkCVS, @Priorytweet & @VolCentreYork). Through using #hashtag you can send your message into the inbox of people who are interested in that topic. A recent example is around funding cuts (using the hashtag #cuts) means York Press articles on funding cuts in north Yorkshire were picked up by the national press and gained a lot of support quickly. Listen in on conversations by people who know more than you! overhearing idle chats between heads of voluntary organisations can help with setting strategic direction, broadening options, learning about new research or just about anything else! 90% of social media users just listen and don‟t contribute. You can follow an entire national conference, save yourself having to leave the building and get the highlight quotes from senior ministers and thinkers.Facebook Facebook is not a social network, it is positioning itself as a portal for viewing the internet through recommendations and „likes‟. In this way it is more of an ecosystem or operating system of the internet as a rival to Google. Set up a „fan‟ page and see who is interested, that will tell you something about the audience for your organisation! www.facebook.com/YorkCVSYoutube Film can bring an issue alive capture the attention of your audience and inspire and motivate people to action. It can also be a cost effective way of opening your organisation to
  9. 9. outsiders and sharing training you have previously given. People are much more likely to buy something they can see. It doesn‟t take much time and they can be uploaded straight from a mobile in many cases. Great for 2-3 minute interviews with important people. By watching each other‟s videos will help development officers learn their skills better and what other VCOs have tried by demonstration rather than telling. www.youtube.com/user/NCVOonlineThey Work For You www.theyworkforyou.com register and find out what MPs inemail alerts North Yorkshire are doing.LinkedIn LinkedIn in is the social networking site for professionals. You can set up groups that automatically send out an ebulletin from whatever anyone has posted there. It‟s great for professional networks and for not being controlled by anyone, nor being difficult to maintain. Over 75 million professionals use it to exchange information www.linkedin.comHyperlocal newsletters Your Square Mile will be producing hyperlocal websites for communities to self organise http://thebigsociety.co.uk/big- society-in-action/ysm. Mysociety have a pledgebank where local people pledge to do something if others will to: www.mysociety.org/projects/pledgebankSmartphone Is the NYFVO webpage optimised for a smartphone browser?optimisation Could you use text messages to help with information in real time? A recent survey showed: 3 79% will buy smartphones in the next 2 year 72% open emails more often on their phones, or equally on their phones and computers 67% prefer a (native) mobile application over a mobile website when it comes to utility functions. 59% want to receive real time notifications on important updates from nonprofit mobile apps 15 million tablet computers were sold in 2010.Group sections on the This is a bit more difficult to arrange and can be arduous and notNYFVO website? very beneficial in a time of open data, but how people to interact with your website is worth thinking about. York CVS has created 3 pilot groups and link to a blog with open comments.Eventbrite A quick way of booking events online. You set the date and people register automatically receiving notifications, delegate lists and processing payments. www.eventbrite.comDoodle A quick way of planning potential dates for meetings between large numbers of people. www.doodle.comSkype/ Video Why not have every other NYYF Consortia meeting onconferencing skype? It will make the meetings considerably shorter, will save on meeting rooms and travel expenses. www.skype.comOther things you could Audacity - audio editor and recorder :3 http://kanter.posterous.com/a-mobile-world-how-your-supporters-are-using
  10. 10. try and develop www.audacity.sourceforge.net Audioboo: a mobile and web tool to record and upload audio: www.audioboo.fm Flickr – A way of storing & linking to your photos online: www.flickr.com Prezi: A tool for creating presentations live and on the web. www.prezi.com SlideShare: Upload and share PowerPoint presentations, Word docs and Adobe PDF Portfolios. www.slideshare.net Windows Movie Maker Helps you to create digital movies & should be on your computer. Dropbox – Dropbox is a good way to store, sync, and, share files online. www.dropbox.com Screenr: record your computer screen and share it. www.screenr.comPotential problems Potential blockage Potential responseWe don’t have enough This is about changing the way you work, not adding work.time.We don’t like Fair enough. Look for volunteers to help you– why not puttechnology out the call on social media!Who is it actually for? ANYone! Social media is a self selecting group. But in particular it will help communication between Staff & volunteers VCOs in NY, NY LSDOs, Statutory partners Private sector partners, Community of interest or geography, and individuals of all kinds.We don’t have any Find your niche. What do people want to hear from you that theyfollowers on twitter can‟t get from other people. Are you part of the community discussing your problems and helping others solve theirs? Are you retweeting other people? Is what you‟re saying interesting?What about in many cases technology can be the solution to communicationaccessibility issues? problems through adaptions for deaf people or partially sighted. For those who do not currently access the internet a paper version will always be available and there will always be people to talk to. http://www.abilitynet.org.uk/I don’t understand all Jargon buster guide - www.socialbysocial.com/book/the terms jargonbuster-0What if people don’t You still have the options of a range of communication methodswant to receive this choice based on what people want to receive: face to face email newsletter text, voice, diagrams and pictures social media?This is just a fad Some parts might be a fad, but the way we work is changing and will use the principles that are leading this technology. We have a new generation who are used to real time information, specific to their wishes, time based
  11. 11. and with the ability to comment. Creative collaboration will change the nature of beneficiary and ideas like “organising without organisations” will fundamentally change the VCS. Opting out is not a long term option. What if it all goes What can go wrong? Some negative press? Some wrong discussion leads to conflict? These are part of our daily work and making the discussion more open fits with increasingly justifying what we do to members of the public. Further reading and links: NCVOs social media guide - www.ncvo-vol.org.uk/campaigning- socialmedia#socialmediaguide Capacity builders funded SM strategy: http://www.wmictchampion.org.uk/sites/www.wmictchampion.org.uk/files/8CF9 C457d01.pdf The personality of social media - http://johnpopham.wordpress.com/2011/03/22/social-media-identity-and- personality/ NCVO integrating social media; http://www.ncvo- vol.org.uk/sites/default/files/In_focus_social_media.pdf Electroville technology toolkit (for IT not just social media) http://www.electroville.org.uk/content/technology-toolkit Twitter explanations: http://www.501videos.com/tt/2011/04/twitter.html A video of celebrities explaining why they like twitter: http://www.youtube.com/watch?v=4AN4_N5N52U Download the free pdf Integrating social media (288 KB) http://www.ncvo- vol.org.uk/sites/default/files/In_focus_social_media.pdf ICT Foresight: Campaigning and consultation in the age of participatory media free report (PDF 580KB). This report explores how new technologies are changing the way organisations consult and represent their stakeholders. http://www.ncvo- vol.org.uk/uploadedFiles/NCVO/What_we_do/Campaigning_Effectiveness/NE W_Projects/PDF_ICT_Foresight_campaigning_and_consultation.pdf Yortime social media publications for new groups: www.yorkcvs.org.uk/ycvs- publicationsThis guide was written by Casey Morrison, Information & Development Manager at YorkCVS. He is not a techie, he is just someone who started playing with social media andfinds it saves him time and money in doing his job. York CVS is on the same journey: Follow us on twitter: www.twitter.com/yorkcvs for updates about York CVS work, voluntary sector policy and practice or www.twitter.com/priorytweet for updates about the Priory Street Centre events and social enterprise. www.facebook.com/pages/York-CVS/103327646408530 www.yorkcvs.org.uk
  12. 12. Figure 2 Wordle of the NYYF Social Media Communication Strategy
  13. 13. Figure 3 www.rossdawsonblog.com/SocialMediaStrategyFrameworkv1.pdf

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