Success in Social Media - Bath Event Nov09


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Presentation to Bath VCS group on 24th November 2009.

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  • Check with participants that they recognise these needs in their own work
  • Review morning session IT as a tool for organisations The need for technical knowledge but also good management, sensible budgeting and planning Ask them how they feel it’s going
  • All of these are examples of different new media From Social Networking Sites like, Facebook, Bebo, MySpace, Friends ReUnited, To Social Book Marking – reddit,, digg, Photo & Video Sharing – Flickr, Photobucket, You Tube, Blog’s Wiki’s – Wikipedia Application Sharing – Google Apps Skype ooVoo More information about any of these new media applications can be found on the internet, and there is a particularly good site by Common Craft where they have a whole range of Explanations in Plain English about various media! Details at the end of the
  • Campaigning is about having a message that you want to communicate. Sometimes you need to get this message to a particular group of people some times you need to let as many people know as possible. Contacting key people directly or drumming up a ground swell of support so that one voice becomes many so that voice has more of chance of being heard.
  • ‘ Old’ media, such as newspapers and TV, is mainly about other people publishing information using expertise and tools that we can’t afford. ‘New’ media uses more accessible tools such as broadband connections and mobile phones and is creating a more interactive and participative culture. Web 2.0 is not a technical specification but suggests that we have moved on from the first version of the internet i.e. Web 1.0. The nuts and bolts of Web 2.0 make it much easier to produce information, tell stories, share ideas and participate in new communities. It includes new tools such as blogs, forums and wikis and is increasingly referred to as ’social media’. Beyond the jargon it offers new ways to link people together, build networks and sustain virtual communities and publish their own photos, videos and news. So what can it do for you? It could create opportunities for you to develop new services, or may further marginalise the people you work with. Whatever you do it is being used by a wider cross section of the public so it is important that you consider what role it could play in the future development of your services.
  • Is it wise to use Facebook in our Organisation? It depends what they use it for, but it’s probably an advantage if it helps you stay abreast of current trends and improves your communications. It is easy to see sites such as Facebook, Twitter, Bebo and MySpace as a timewaster. Most people use them on a personal basis, unrelated to their work, and they can easily be seen as a distraction. However social networking sites such as Facebook may be a valuable element in your organisation’s communications or campaigning strategy. They represent a new way of reaching audiences and connecting with people with similar interests. Many charities have set up Facebook groups and use it to share news about their activities and raise money. In terms of using new tools there is rarely a quick win and there is a lot to be said for not being an early adopter. Networks such as this are also very organic in the way they develop, which can challenge the way that you work. On the other hand lots of people are already active, so maybe you’re missing out because you’re not up to date with current thinking? The best way to understand its potential is to be familiar with what it does and how it works. So maybe you - or someone you know - should be using it as well?
  • It may be helpful for a group of people to be able to work together on a document at the same time. They may be drafting a policy together, preparing a grant application or producing guide to services. One option is to save the document with the author’s name and a version number and circulate it by email. Even in small groups documents can get out of sync and take time to work through. An alternative is a wiki, a collaborative web site that allows authorised users to change the content of the pages though the internet, as well as view a history of changes. Alternatively online document services such as Google Documents offer a way of sharing word processing documents or spreadsheets, so that there is just one copy of a document as it evolves. Whatever the choices the tools are becoming easier to use and may well suit organisations of all sizes who have want to help people collaborate.
  • A campaign is only as successful as the research and planning that provides its foundation. Often requires working with colleagues and partners and can mean a lot of extra time in trying to find time for meetings so you can work collaboratively. Its not just the meeting time it’s the travel time etc. Sometimes face to face meetings are needed especially in the early stages of a campaigns development But once things advance to the preparation and pre delivery stage it’s more about getting things checked for accuracy, comment, ensuring you are staying ‘on message’ etc. There are some new media tools that can be of assistance in making this easier, productive and time consuming.
  • New Media is Free (or where a charge is applicable it is low) Your audience is potential every internet connected person on the planet You can post an idea or a ‘message’ and once people discover it and tell their friends about it, and they then tell there friends the dissemination of information becomes exponential. Also some one will come across your idea, and may see a way of getting the message across better, or how they can adapt it to make a difference in their locale. Every one is talking about new media! It’s the big ‘buzz’ which in itself
  • If you are not a regular user of PC technology and/or the Internet in general it can appear very daunting. However with New Media being Web Based it means that more people can use the same applications regardless of operating system or browser. Have a clear plan of what you want to use NM for. Otherwise you can find your are spending more time playing with the ‘technology’ than actually using it! It may have been a great idea for you to create a page on Bebo at the start of a campaign but in fact Facebook may be social networking site of choice for your audience when you come to launch * this needs to be tempered by saying its not quite as fickle as fashion, WAGS, and who gets in Hello mag!
  • Many third sector organisations exist to campaign on a particular cause. Whether it’s for something in your local community or tackling problems on a global scale ICT can help make your voice louder. Examples include Raise awareness of your cause using websites, newsletters and email; Use social networking sites such as Facebook or Twitter to connect with and recruit supporters; Ask for help and share your expertise through email discussion lists and online forums; Use websites, email, text messaging, newsletters and flyers to share news and information; Organise your key activists through email and shared spaces such as Google Documents; Use email to lobby and influence decision-makers; Use video to reach new audiences and encourage supporters to share their stories.
  • Working in groups of four or five – make notes on the answers and discuss
  • Who can help groups? Volunteers – Professionals (companies, agencies, contractors etc) – do you have a local BITC? Training-based Vol. sector based Explain: + Circuit Riders + Working with contractors – suppliers ICT Hub Suppliers directory + Accidental techies -see page 61 + Volunteers – need to give clear brief/role/understanding: Local Volunteer Centre – do they know how to ask for IT volunteers?
  • Useful websites and email lists Who uses email support lists? Which ones do they use? 3 most useful sites What they’re good for… View on screen Quick look at
  • Who can help you? ICT Hub finishing – but excellent site Giving you info to answer their questions Publications on table….
  • Success in Social Media - Bath Event Nov09

    1. 1. Social Media for Success Julie Harris, COSMIC Copy of this presentation -
    2. 2. About me <ul><li>Worked in third sector for 10 years, with COSMIC </li></ul><ul><li>SW Regional ICT Champion for Third Sector </li></ul><ul><li>Trustee for local organisations and charity </li></ul><ul><li>Communications and information </li></ul><ul><li>Helping VCOs make best use of ICT </li></ul><ul><li>Devon-based, work across region/UK </li></ul><ul><li>Chair of RISE – regional body for social enterprises </li></ul>
    3. 3. ICT for the Third Sector <ul><li>SkilD (in 2008) found the same 4 needs arose when talking to development workers about ICT: </li></ul><ul><li>Awareness of the increasing potential for ICT </li></ul><ul><li>Information on issues groups should consider when using ICT (planning, policies, support contracts) </li></ul><ul><li>Information on sources of funding and local support </li></ul><ul><li>Ability to explore the barriers created by ICT for some members </li></ul>
    4. 4. The Internet <ul><li>FACTS </li></ul><ul><li>We spent 119 billion minutes on the internet in Feb 09. [Global Online Media Landscape”, Nielsen, April 2009] </li></ul><ul><li>UK online shoppers spent £4.6 billion during Christmas 2008. [IMRG Cap Gemini e-Retail Sales Index] </li></ul><ul><li>Three BARRIERS to USE (from Freshminds – April 2009) </li></ul><ul><li>No affordable ACCESS to the internet </li></ul><ul><li>No INTEREST in the content on the internet </li></ul><ul><li>No KNOWLEDGE of how to get on-line </li></ul>
    5. 5. Social Media
    6. 6. Social Media and Digital Marketing <ul><li>Widely recognised as a key part of strategic planning, promotion and engagement </li></ul><ul><li>Enables small and large organisations to use online tools to generate major interest </li></ul><ul><li>Holds potential for increasing stakeholder numbers and quality of communications </li></ul>
    7. 7. BUT ….. <ul><li>BUT </li></ul><ul><li>25% of adults have never used the internet [ONS 2008] </li></ul><ul><li>70% of people living in social housing aren’t online – which is 28% of everyone not online [Oxford Internet Survey 2007] </li></ul><ul><li>70% of people over 65 have never used the internet [ONS 08] </li></ul><ul><li>Our understanding and use of social media is important to help organisations outreach to groups and communities </li></ul><ul><li>Once connected 17% increase in communication with friends & 14% increase with family [Freshminds, April 09] </li></ul><ul><li>25% more confident in finding work [Freshminds, April 2009] </li></ul>
    8. 8. What do you need to know? <ul><li>Websites </li></ul><ul><li>E-Marketing and Campaigning </li></ul><ul><li>New Media and Web 2.0 </li></ul><ul><li>Data management </li></ul><ul><li>Stakeholder engagement and consultation </li></ul><ul><li>Continuity and emergency plans </li></ul>
    9. 12. New Media
    10. 13. <ul><li>94% had HEARD of New Media </li></ul><ul><li>60% had used New Media of some form </li></ul><ul><ul><ul><li>100% had used Social Networking Sites </li></ul></ul></ul><ul><ul><ul><li>70% had used Forums </li></ul></ul></ul><ul><ul><ul><li>60% had used Blogs </li></ul></ul></ul><ul><ul><ul><li>60% had used Media Storage </li></ul></ul></ul><ul><ul><ul><li>60% had used Google Apps </li></ul></ul></ul><ul><ul><ul><li>40% had used Wiki’s </li></ul></ul></ul><ul><ul><ul><li>20% had used Twitter </li></ul></ul></ul><ul><ul><ul><li>10% had used Social Bookmarking </li></ul></ul></ul>
    11. 14. Web 1.0 was all about pulling information down from the internet
    12. 15. Web 2.0 is all about sharing…
    13. 16. Web 2.0 is all about sharing…
    14. 17. Web 2.0 is all about sharing…
    15. 18. <ul><li>Increases the number of communication methods available </li></ul><ul><li>Get your message to people/groups that would normally be missed using more traditional methods of communication </li></ul><ul><li>Helps to build new and different networks – deepens your connections with people – consultation, evaluation, feedback, shared experiences </li></ul>
    16. 19. <ul><li>New Media solutions provide additional ways of delivering/promoting your message. </li></ul><ul><li>Old Media (phone, letter, e-mail, newsletters, press releases etc) still have their place </li></ul><ul><li>Think of New Media as additional tools in your tool kit – and consider the ones which wil work for you and your organisation effectively </li></ul>
    17. 20. Why Social Media? <ul><li>Advocacy </li></ul><ul><li>Awareness </li></ul><ul><li>Fundraising </li></ul><ul><li>Inspiring action </li></ul><ul><li>Influencing change </li></ul><ul><li>And of course selling services and products ….. </li></ul>
    18. 21. The Art of With <ul><li>“ In the world of the web the main principle is that you can freely communicate with anyone you need to regardless of title or hierarchy. Even if decisions are made in a hierarchical or structured way, communication is free and lateral: anyone can talk to anyone else. The web is creating a culture of working with people not for them. Work is most satisfying and creative when it’s work with people rather than for them.” </li></ul><ul><li>Charles Leadbetter, March 2009 </li></ul>
    19. 23. … and networks…
    20. 24. … and niche networks that you can create yourself.
    21. 26. From Boulders to Pebbles <ul><li>“ All the new media and cultural organisations, created from now on, will be ‘pebble’ businesses. </li></ul><ul><li>Google and other more intelligent search engines offer to help us find just the pebble we are looking for. Google will increasingly offer to organize more and more of the unruly beach. </li></ul><ul><li>Wikipedia is a vast collection of factual pebbles. </li></ul><ul><li>YouTube is a collection of video pebbles </li></ul><ul><li>Flickr of photographic pebbles </li></ul><ul><li>Social networking sites such as Facebook allow us to connect with pebbles who are friends. </li></ul><ul><li>Twitter … allows people to create collections of lots of really tiny little pebbles.” </li></ul><ul><li>Charles Leadbetter </li></ul>
    22. 27. Audio Podcasting <ul><li>A news feed with a media sound file attached that can be picked up by a feed reader. </li></ul><ul><li>Can be downloaded to portable audio devices (such as MP3 player or ipod) to be listened to on the move. </li></ul><ul><li>Turns flat written statement into a vibrant personal story </li></ul><ul><li>Captures background sounds / effects / laughter of the project </li></ul><ul><li>‘ Audacity’ – free software for recording and converting to MP3 to load to the web </li></ul><ul><li>Commoncraft Video explaining Podcasting </li></ul>
    23. 29. Weblogs … Blogs <ul><li>Used by 65% of active UK internet users, who have created 17.8m blogs </li></ul><ul><li>A diary detailing events in a periodical fashion. The name is taken from ‘weBLOG’ </li></ul><ul><li>Keep staff up to date about what individuals are doing </li></ul><ul><li>To provide a periodic record of what you have been doing to feedback to funders </li></ul><ul><li>To provide case studies of events and parts of your work </li></ul><ul><li>Generates evolving conversations as other contribute to the topics you raise </li></ul><ul><li>Commoncraft Video explaining Blogs </li></ul>
    24. 31. Video Sharing <ul><li>Used by 84% of active UK Internet Users </li></ul><ul><li>Upload and share videos that you can take on any digital camera or mobile phone. </li></ul><ul><li>Once uploaded these can be included on your own website </li></ul><ul><li>Videos tagged for easy searching by visitors </li></ul><ul><li>Allows comments and conversations to build about the video content or message </li></ul><ul><li>Offers many ways to to promote your organisation and its campaigns ... and all for free. </li></ul>
    25. 33. MicroBlogs - Twitter <ul><li>Built on the SMS mobile phone technology </li></ul><ul><li>Mobile phones are most accessible form of mobile media </li></ul><ul><li>Allows users to send and read other users' updates which are text-based posts of up to 140 characters in length. </li></ul><ul><li>Updates displayed on user's profile page and delivered to other users who have signed up to receive them. </li></ul><ul><li>Can be used to alert masses of people, quickly, efficiently and cheaply – about an event, report or campaign </li></ul><ul><li>Powerful to ‘ask the (worldwide) audience’ a questions and collate responses – much easier than by email </li></ul><ul><li>Commoncraft Video explaining Twitter </li></ul>
    26. 35. Key Social Media Facts: Twitter <ul><li>Twitter - a great way to reach a wide, yet targeted audience </li></ul><ul><li>9.3 M Twitter (March up 131% over February and has passed up LinkedIn for reach. </li></ul><ul><li>Nearly one-in-five (19%) online adults ages 18 to 24 have used Twitter/similar services, as have 20% of online adults ages 25 to 34. </li></ul><ul><li>Median age of a Twitter user is 31. Median age of a MySpace user is 27, Facebook user is 26 and LinkedIn user is 40. [Pew Research Center]
 </li></ul><ul><li>People are motivated by learning new things and getting information real-time as it’s developing. [Ann Handley, MarketingProfs, Mashable] </li></ul>
    27. 36. <ul><li>Barack Obama 44 th & Current President of the United States of America used New Media solutions to great effect during his election campaign. </li></ul><ul><li>Facebook </li></ul><ul><li>Twitter </li></ul><ul><li>YouTube </li></ul><ul><li>The first president to be allowed to have a Blackberry whilst in office. </li></ul>
    28. 37. Twitter : Reports events AS they happen not AFTER they have happened
    29. 38. 10 Ways to use Twitter <ul><li>1.    Networking: find key influencers in your field to follow [] </li></ul><ul><li>2.    Knowledge: listen to keep up with latest events in your field [#SocEnt] </li></ul><ul><li>3.    Research: ask questions to gain insights, ideas, prioritize [@odemagazine] </li></ul><ul><li>4.    Educating: highlight research, trends, and advances [@casefoundation] </li></ul><ul><li>5.    Increasing Awareness: share accomplishments, beneficiary stories </li></ul>
    30. 39. 10 Ways to use Twitter <ul><li>6.    Filtering: select the best information to ‘retweet’ and save people time [@NetSquared] </li></ul><ul><li>7.    Events/conferences: increase reach and global participation [#swf09, @socialedge] </li></ul><ul><li>8.    Fundraising: raise small gifts, create “Epic Change” [ Tweetsgiving, Charity:Water/Twestival] </li></ul><ul><li>9.    Announcements: post winners of contests, deadlines, milestones, etc. [@changemakers] </li></ul><ul><li>10.  Friendraising: build loyalty, make personal connections [@lend4health] </li></ul>
    31. 40. Key Social Media Facts: Twitter <ul><li>A great way to reach a wide, yet targeted audience </li></ul><ul><li>10 million people visited Twitter in February 2009 (worldwide); traffic to Twitter in the UK increased by 974% in last year. [ComScore and HitWise] </li></ul><ul><li>Nearly one-in-five (19%) online adults ages 18 to 24 have used Twitter/similar services, as have 20% of online adults ages 25 to 34. </li></ul><ul><li>Median age of a Twitter user is 31. Median age of a MySpace user is 27, Facebook user is 26 and LinkedIn user is 40. [Pew Research Center]
 </li></ul><ul><li>People are motivated by learning new things and getting information real-time as it’s developing. [Ann Handley, MarketingProfs, Mashable] </li></ul>
    32. 41. Listening to the web - Inbound <ul><li>What are other websites saying about your organisation? </li></ul><ul><li>What are organisations you support saying? </li></ul><ul><li>What are the relevant stakeholder reports and funding opportunities that are being published </li></ul><ul><li>RSS enabled feeds automatically can be picked up to be read at your leisure in a feed reader (such as Bloglines or Google Reader) without you having to re-visit each website </li></ul><ul><li>Content aggregated into a single easily readable interface </li></ul><ul><li>RSS feeds can be converted for email delivery </li></ul><ul><li>RSS feeds from others can be embedded in your website </li></ul>
    33. 42. Listening to the web - Outbound <ul><li>Tell others what you are doing </li></ul><ul><li>Easier for supporters (individual and peers) to keep up with your events and news </li></ul><ul><li>RSS enabled feeds automatically can be picked up to be read at their leisure in a feed reader (such as Bloglines or Google Reader) without them having to re-visit your site </li></ul><ul><li>RSS feeds can be converted for email delivery </li></ul><ul><li>Your RSS feed can be embedded into other organisations websites </li></ul><ul><li>Commoncraft Video explaining RSS </li></ul>
    34. 43. Listening to the web – RSS readers
    35. 44. Image Sharing <ul><li>Used by 49% of active UK internet users </li></ul><ul><li>Many contributors to these sites allow you to use their photos free of charge, they usually only ask to be credited. </li></ul><ul><li>Can be difficult to source good quality photos for websites and publicity, especially without significant cost </li></ul><ul><li>Build on-line journal of images relating to your project with tags to enable easy searching and commenting by others </li></ul><ul><li>More striking than a report or case study on paper when presented to funders, trustees and stakeholders </li></ul><ul><li>Access to photos anywhere so freeing up server space </li></ul><ul><li>Commoncraft Video explaining Image Sharing </li></ul>
    36. 45. Image Sharing - Flickr
    37. 46. Social Networking <ul><li>Used by 60% of active UK internet users </li></ul><ul><li>Community websites that link people who share interests and activities or who are interested in exploring the interests and activities of others. </li></ul><ul><li>They provide various ways for users to interact, such as chat, messaging, email, video, voice chat, file sharing, blogging, discussion groups and more. </li></ul><ul><li>Commoncraft Video explaining Social Networking </li></ul>
    38. 47. Social Networking - Facebook
    39. 48. Social Networking - Ning
    40. 49. Collaborative working <ul><li>Software that allows a disperse groups of people to work collaboratively towards shared aims. </li></ul><ul><li>Create, edit, and link pages together in a variety of document formats </li></ul><ul><li>Create collaborative websites - perhaps the most popular example is Wikipedia </li></ul><ul><li>Share in discussions and meetings on-line </li></ul><ul><li>Commoncraft Video explaining Wikis </li></ul><ul><li>Commoncraft Video explaining Google Docs </li></ul>
    41. 50. New Style Collaboration …
    42. 51. Collaborative working - ooVoo
    43. 52. Collaborative working - Doodle
    44. 53. Collaborative working - GoogleDocs
    45. 54. Some Examples <ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>Busts for Justice – </li></ul>
    46. 55. Which One is Right for you? <ul><li>Blog </li></ul><ul><li>Forum </li></ul><ul><li>Social Network </li></ul><ul><li>Twitter </li></ul><ul><li>Other? </li></ul>
    47. 56. <ul><li>Success requires </li></ul><ul><ul><li>Research </li></ul></ul><ul><ul><li>Developing a Strategy/Action Plan </li></ul></ul><ul><ul><li>Preparation of Media – Old & New </li></ul></ul><ul><ul><li>Delivery </li></ul></ul><ul><li>Often means a need to work with others </li></ul><ul><ul><li>Local – develop relationships and plans </li></ul></ul><ul><ul><li>What if more geographically spread? </li></ul></ul>
    48. 57. <ul><li>F R E E!!! (in most cases) </li></ul><ul><li>Access to a GLOBAL audience </li></ul><ul><li>Your ideas and messages can be spread very quickly </li></ul><ul><li>Can take on a creative life of its own </li></ul><ul><li>VERY HIGH PROFILE – the latest ‘buzz’ </li></ul>
    49. 58. <ul><li>Can be intimidating if not used to using the internet/technology </li></ul><ul><li>Can be time consuming. Have a clear plan </li></ul><ul><li>Can be fickle. What is fashionable this week.. </li></ul><ul><li>Impossible to control. People/groups may take your message and spin it to their own ends </li></ul>
    50. 59. Which One is Right for your organisation? <ul><li>Blog - informal project progress? </li></ul><ul><li>Forum - for supporters to discuss? </li></ul><ul><li>Social Network - build cause awareness? </li></ul><ul><li>Twitter - short project updates? </li></ul><ul><li>Video / Photo sharing - our annual report? </li></ul><ul><li>RSS - what are others saying? </li></ul><ul><li>A combination of all of these and more </li></ul><ul><li>Select those that are right for the organisation </li></ul>
    51. 60. A combination ?
    52. 61. Where to get help <ul><li>What type of help do you need? </li></ul><ul><li>Who currently provides that help? </li></ul><ul><li>Where can you get more help? </li></ul><ul><li>What can you get for free? </li></ul><ul><li>What do you need to pay for? </li></ul>
    53. 62. Types of help for groups <ul><li>Volunteers - one off projects + ongoing </li></ul><ul><li>Accidental Techies </li></ul><ul><li>IT Support Companies </li></ul><ul><li>Web Designers </li></ul><ul><li>Database Consultants </li></ul><ul><li>Circuit Riders </li></ul><ul><li>Net:gain Centres </li></ul><ul><li>UK Online Centres </li></ul>
    54. 63. Where to get help <ul><li>National </li></ul><ul><ul><li>NCVO/ICT Hub, AbilityNet, NAVCA </li></ul></ul><ul><li>Regional </li></ul><ul><ul><li>Your ICT Champion </li></ul></ul><ul><li>Local/sub-regional </li></ul><ul><ul><li>CVS, IT support orgs, volunteer bureau, university, private companies </li></ul></ul>
    55. 64. Who can help you? <ul><li>ICT Hub: </li></ul><ul><ul><li>Knowledgebase </li></ul></ul><ul><ul><li>Suppliers Directory </li></ul></ul><ul><ul><li>Publications </li></ul></ul><ul><li>IT4Communities: </li></ul><ul><ul><li>Volunteers </li></ul></ul><ul><li>AbilityNet: </li></ul><ul><ul><li>Accessibility </li></ul></ul>
    56. 68. <ul><ul><li>Julie Harris </li></ul></ul><ul><ul><li>COSMIC </li></ul></ul><ul><ul><li>01404 813226 </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li>cosmicjulie on Twitter, Facebook, Oovoo </li></ul></ul><ul><ul><li> </li></ul></ul>