Social Media Workshop
Paul Webster (Twitter : @watfordgap)
Good Morning and House
What we are going to do today
• 'Getting to know you'
• Find out what social media is
and why its important
• Make a plan for good social
• Think about the best way to
• See how other organisations
benefit from using social
• Explain how social media such
as Twitter and Facebook can
help community groups and
how to get started
• Have fun !
“Social Media. They get all excited about gleaming technology
and clever gizmos. They talk in acronyms and begin sentences
with: “Did you know you can..” The rest of us just want to get on
with campaigning, fundraising or service delivery. We want to talk
about the people we work with, the communities we’re in and
the issues we’re passionate about. We want to find and talk to
people who can help us get change, deliver services or make a
Well, Social Media is about all that, telling stories and having
conversations, having a space to do that … it just happens that the
space is on a computer.
(From ‘How to use New Media’ - Media Trust).
On line collaborative
'The Conversational Web', not a Broadcast.
Listen more than talk
What is Social Media and why is it relevant
Let's go back in time...
Old media - Web 1.0 . . .
. . static
just fed TO
Social Media – Digital Media ….
. . media rich, interactive, content based on preferences, open for
sharing and where conversations & learning encouraged.
Social media is online media that starts
conversations, encourages people to pass it on
to others, and finds ways to travel on its own.
Idealware - http://www.idealware.com
Is your organisation on Social Media?
No? Probably – Yes!
Who is using Social Media?
Does your organisation have a website … that is interactive?
Have you got a blog?
Do you use YouTube or Flickr?
Are you on Facebook?
Do you Tweet?
Are you Pinterest-ing?
Do you use web tools to improve organisational efficiency?
Have you checked?!
How are you being represented?
How are others marketing what you do?
UK Internet use in 2013 (ONS Internet Survey)
36 million adults access the internet every day. 53% of these via a mobile phone
72% used the internet to buy goods or services
21 million households (83%) are connected to the internet of which 42% are
Largest growth 65+. From 9% in
2006 to 37% in 2013
89% of under 24s use every day
But 21% of population lack basic
digital skills of which half have a
disability or basic literacy skills
That's 6.4 million people who
have never been online.
3.5million with a disability, 253k
earning less than £200pw
Need to address issues of Access, Skills, Motivation and Trust
http://socialmediatoday.com/kate-rose-mcgrory/2040906/uk-social-media-statistics-2014 - @socialmedia2day
Not something to be ignored.
Now is always the right time …
... tomorrow isn't
96% of internet users aged 18-34 are on one of more social networks
Use of social networks is 64% of all the time spent on the internet in UK
The main networks
Facebook – 31.5 million users, 26% are Aged 25-34 (Comscore – Dec 2013)
Twitter – 15 million users, 40% just read & don't post (Twitter – Sept 2013)
Linkedin – 10 million users (Linkedin – Mar 2013)
Google+ – Data not available …
YouTube – is the second most popular search engine
Pinterest – massive growth from 200k in 2011 to 2 million in July 2013
Social Networking – the numbers
Increases speed of communication – no faster way to
(Action) spread messages than through social networking.
Less of a financial cost although ‘expense’ may be time
Widens message to people/groups that would normally
(Awareness) be missed using more traditional methods – ‘viral’
marketing campaigns hugely powerful creating
awareness extremely efficiently. Friends tell their friends.
Deepens to build new and different networks –
(Fundraising) communities of interest to bounce ideas off and
share experiences, increase commitment and
belonging for campaigning activity. Show
understanding and start some conversations!
Think of an activity your organisation does ...
How could it be helped by social media?
Generate on-line conversations, promotion and awareness
(Change) about the work or latest campaign by the organisation
Use RSS and Google Alerts to stay ahead of
developments in your area of interest - build a
Joins together communities who are interested in similar
(Action) things, have the same likes or are striving for the same
objectives. Tell your visitors and supporters about
your work in a new way
Consider all Five of these together and you have tools that are very
powerful – Social Media For Social Good
Commoncraft Video explaining Social Media
Think of an activity your organisation does ...
How could it be helped by social media?
But what advantage will it give our organisations?
You are the content creator – marketing power back in the hands of
the organisation. Need a phone … a camera … an audio recorder.
It will increase the number of people enquiring about your work who
have only heard through social networking sites
Less burden on staff as you are marketing your information on line
and event / resource bookings are possible too
Immediacy - show communities you're there and what you're doing.
Tasks that took days, take hours, News that took minutes in seconds!
Tell your story - People like stories
Rather than a plain website,
content kept fresh and up to date.
A two way conversational web link.
Audience for Mobile
By 2013 there were:
900 million Android Devices
600 million iOS Devices
82% of all UK mobile phone
sales are smart phones
21% of US web users use ONLY
a mobile device to go on-line
17% of Global Web Traffic from
81% never turn their phone off,
30% check status as soon as
they wake up
Mobile IS overtaking the
Desktop for web access
Use the tools in your mobile or tablet
66% of UK phone market (Enders – Aug 2013)
12.8million UK ownership on Tablets in 2013, fastest growing
market are over 65's (YouGov 2014)
A more social and shared way to to view the web
71% of phones purchased by over 55's in Dec 2012 were
smartphones and 19% of smartphone users aged over 55
(6.1 million people)
Everything in this 1991
RadioShack advert (and
more) exists in a single
And for much less than
$3000! Affordable Tablet
PCs now £79 incl from
But … have you viewed your
website on a phone/tablet?
The 'problems' with
social media in the sector
Where to start
Confidence / Fear
Capacity / Resources
So, how to take some steps - have a plan
• Know your objectives and what you want to say
• Come and volunteer with us!
• Research where your audience are – do you know?
• Survey and find out, work in spaces where your target audience are
• Plan how to use the tools – have a strategy
• An opening event?, e-bulletin update? Do ‘as well as’ what you do
• Choose tool to match audience and implement
• Look at what other organisations have done, what works elsewhere?
• Sustain the conversation and say thank you
• Encourage people to return, keep it new, links from websites
• Engage with people on line, be receptive, respond, react
People and needs first, then tools
what do you want to achieve
Plan - Stop and think!
Questions – Can you answer yes to these?
What objectives is your organisation trying to achieve?
– How does it fit with the communications plan
– What goals do you think social media might help with?
Have you got a website that you can update yourself?
– Can be simple as Google Sites, Weebly, Flavors or Wordpress
– Internet presence is now your main shop window
Have you got the time? (To do, To monitor, To thank)
Consider how you describe and convey your messages
Are you ready and prepared for change & to release some control?!
If you build it, they won’t come
Audience – Who are they? – Where are they?
Start conversation – but don't try to move everyone
It’s easier to go where
people are already
It can be difficult to get
people to come to you
Question - Ask yourself and your organisation:
– Do you know who is your audience is & how they communicate?
– Are they already using social media sites (and which ones)?
Build a genuine open relationship first, engagement follows
To participate, people will be reluctant to learn a 'new network AND a new topic'
We're here. We want to be there.
Developing the plan to get there.
Strategy - pick a plan with a path that fits
Pick a goal or campaign to pursue
Decide who is going to be involved and how much
Consider responsible use
How are you marketing what you do now?
Attracting people to your online space is an essential part of your communication
strategy. Visitors inspired → more likely to be followers.
Make the strategic Call To Action as plain to see and unambiguous on a
social network as you would in printed copy.
Your web site is your shop window, the first public face supporters/donors see.
Tell stories as an authentic picture of what you are doing.
– Question - What good news stories or exciting project can you talk about?
Frequent updates & blogs to keep people informed & involved in what you do.
Conversations with supporters, build relationships and give them space to say
why they care … and Thank them.
Include website and social networks on all communications. But make sure they
all point back to your website – the space you have control on look and feel as
65% of donors check this before donating.
It's Social media, not Selling media. Create a buzz!
• What supporters, peers & others saying about your organisation
• See policy updates, reports & funding news as they published
Subscribe to RSS websites and read at leisure in feed reader
Google Alert or Twilert e-mails for important keywords
Set-up searches in Twitter for your organisation or ‘hashtags’
Follow lists of Twitter accounts talking about your interests
• Use Netvibes service to create a dashboard – www.netvibes.com
• 'Listen' to multiple channels with - http://addictomatic.com/
• Turnaround – Use these services to publish FOR your audience!
A Listening Dashboard
Audience is Mobile - Example
Important to meet people where they
are and they platforms they are already
A generation like(d) mailed / e-mail
Write or call …
Get donation pack …
Complete forms …
Post to Charity …
Cash Cheque …
Wait for Clearance ...
Audience is Mobile - Example
Current 'Baby Boomers' use social media
'Millennials' have only known SMS and mobile as a way
to communicate and engage!
If your online presence doesn't allow 'share
& connect' then it's invisible to many
Thanks - @jon_bedford & JustGiving
Question - Can you
set out your key
message or news in
But new media doesn’t just replace old
media – its 'as-well-as'
Implement - match right social networking tool
Research – see how others do it
Decide on your approach and set targets
Choose best media to create a buzz
about your organisation
– Audio → Images → Video
– See Audioboo, Flickr, Pinterest, Bambuser, Youtube
• Choose the right platforms to engage with audience.
– Blog → Facebook → Twitter
• Choose a useful (FREE) tool/s to help streamline work
– Finding out → Letting people know → Running events
– See Survey Monkey, MailChimp, Doodle, Eventbrite
Can be a simple choice - Sharing a policy document between trustees
Can be a strategic choice - Moving all docs to cloud and eliminating file server
The best website for the job
1 Billion ??
Think of it as being 'at a big party'
37% of 12-15 yr olds are on Twitter
Fastest way to communicate news and
create 'viral' campaigns
Events AS they happen not AFTER they
See content of tweet, not the tweeter
Most Followers – Katy Perry (54,015,933)
Follow Orgs @youthnetuk, @hpcvs, @navca, @ukyouth
and people @judehabib, @caulfieldr, @johntizard, @paulineroche
Sign to resources
Dive in, follow & talk!
'Flagging not Bragging' use for research
Share and learn from a network of Peers or to inform local news (Twitter Lists)
Hootsuite & Tweetdeck help you manage on the move (40% of tweets from mobile)
Important to make profile 'followable'
- DO add Pictures (logo, background, recent images), Place, Profile and Page
- DON'T leave these blank or over-sell and push advertising
A small network of quality followers often results in better conversations through
shared links/knowledge than a large network of followers who never share ideas.
Events often expensive & time consuming to attend, but great for
learning & sharing. Participate online or catch-up on tweets, speaker
talks, video interviews and event pictures.
Following online chat or an topic #hashtag
• "I LIKE doughnuts"
• "Please like
doughnuts too and
share them with
97% of 13-16yr olds have a Facebook
profile and 64% of active UK internet
users visit Facebook
80% of UK users access via a mobile
Top 3 Brands… Amazon UK (3.8 million
Fans), Skittles and Coca-Cola
Over 1.2 billion accounts worldwide, over
half of active internet users
30% check status as soon as they wake up
It’s the place where many,
many people already
network and share
Create a Group for invited
network of Supporters,
include docs & pictures
Set up an open Page for
people to Like & see
Check Privacy settings and
Link to Twitter & Blog
Just Have a page -
- Use it share pictures
- Use it to direct back to
What you have done
What you are doing
Meeting place for people interested in your organisation
See statistics and visitors profile
First point of call for info and content (links)
Open, public place to communicate with your supporters
Use as a way to draw people to main website
NOT same as a Facebook personal profile
What’s a Facebook page?
Facebook on PC and Mobile
Create a buzz! Use the space on the
Facebook header to
promote your charity
Embed links & Apps to external
donation sites for fundraising
Works across mobile platforms too
• "Here I am eating
23% of traffic originates from
3.7 billion videos viewed during
2nd most popular search engine
Of 12 – 15 yr olds 31% of Boys have a
account but only 21% of Girls
We are all Content Creators &
Anyone can be a content creator
Upload and edit videos in your
Show Organisation is Genuine &
Increases Reach. If campaigning
can be a bold call to action
Keep content Fresh
25% of audience 15 – 24 yrs
3.7 billion videos viewed in
Social Media = Finding
content uploaded by
others .. keep looking.
Individual clips …
… or a gallery.
• "My skills include
members in 200
30,000,000 students and
recent graduates have
Also specialist networks
on private Ning sites
Professional social networking
Join sector specific discussion Groups with
others doing similar tasks and roles
Section to record volunteer experience
Also see Google+ Circles & Communities
70,000,000 accounts worldwide
'Home Decor' is most popular category
Most popular with female web users (80%)
Pin boards and share collections of pictures
(<20% are Faces)
Most popular age is 25-34
7.9 million visits in Sept 2012
(786% growth over 12 months)
105,161 Repins, 14271 Likes ...
• "Sharing my
the sublime joys of
Simplest way to get
an .org website
Don't worry it's not
finished – some of the
best blogs build as
Great to learn from others
Open platform for community led
content & story development,
not just a diary or rant
Multiple users & guest bloggers
Build to full website as confidence
& community develops
Don't worry it's not finished –
blogs build as conversations
Other spaces – Blogger & Tumblr
AudiobooAnother way to let people know
your news & interviews
Less bandwidth than video
Embed in website
Comments make conversations
Audioboo – 5 min recordings
Instant reporting when editing not a
‘Audacity’ is free software for
recording and converting to MP3 to
load to the web -
Image Sharing – Flickr
A event for all the group
Visual record of events
Access to reusable
Easy to put on website
Hosting 5 Billion images
(Sept 2010 – royalpingdom.com)
Visual record of work done
or projects supported
New way to interact – a Quick
Response from visitors – QR Codes
Letting people know how to get involved
Works well for ...
- Direct to difficult web address
- Print media & flyers
- FREE to create and use
- Current 'buzz'
Create with - http://qrcode.kaywa.com/ : Read with - http://redlaser.com/ (app)
Bear in mind …
- No major benefit on a web page
- Check location has connection
- Needs smart phone
- Check link hasn't changed
14.5% of Smartphone users have scanned one.
What for? Magazine/Paper (51%), Product
(38%), Poster/Flyer (28%), Business Card (12%)
(Comscore - EU5 Jan-Mar 2012)
Pulling it all together
• Consistency across all websites & social networks
• Social media sites are only part of the picture
–Make sure your core website is current
–Don't forget the offline
• Add organisation to Google Places or Foursquare
• Share links ...
–With all your social networking sites
–With 'Like' buttons and 'Share This' links
Consistency across all websites
& social networks
Show all the
channels on your
main home page
'Add This' (e.g. NAVCA)
for sharing and
tracking links with
others on line ...
(Almost) whatever task you want to do there will be a website or service
to assist you ...
Doodle, Survey Monkey, Jing, Google+, Pinterest, Google Drive, ifttt,
Dropbox, Slideshare …
... maybe best left for another time!
Or for a Social Media Surgery
If you don’t do it,
someone else will
Sustain – engage, converse, measure, adjust
6, Measure your success
Immediacy and Response – a concern?
Print 7 days 2 weeks
Type News travels Reply within
Email 7 hours 2 days
Twitter 7 seconds 2 minutes
Facebook / Blogs 7 minutes 2 hours
Have to allocate staff time for maintaining a social media presence
and you will notice less time needed for other communication
Social Media websites are increasingly becoming an organisations
main 'shop window' – the place visitors check first.
Once a Week
Tweet, re-tweet, check Google Alerts,
check RSS reader & reply to comments
Write blog post, check analytics, monitor
groups & find new people to follow
Add video to YouTube, share a resource
on-line, create podcast & build profile
• Don’t worry it’s not finished
– A half formed blog post can be more inspiring and
create a bigger conversation
• Don’t pretend to be someone you aren’t
– About individuals not corporate views. Your voice may
be weakened if you ‘spin’... and others see through it!
• Don't be concerned about 'losing control' of message.
– if it is respected, social media networks will support it,
always aim to counter negatives views with positives
• Don’t worry you are in a vacuum.
– link & connect, soon people will do the same back
– Ratio 90 : 9 : 1 (Read, Reply, wRite)
• Don’t measure success by numbers
– if you’re reaching the right people it’s quality not
quantity that counts
• Don’t ignore people – they invest time reading what you say
so do the same for them
Don't Give Up!
Measuring Marketing Success
- Check how many times links are clicked if using Bit.ly
- Listen what's said about your organisation using Topsy
- Monitor Google Analytics, Facebook Insights, Wordpress visits
- Measure Tweetreach, SocialBro, Twentyfeet, Sparkwi.se
- Visualize Infographics on Visual.y, Infogr.am, My Social Strand
BUT …. real success is not just about the numbers
- Tell stories of real people and real changes
- Find out how people heard about you
- Build relationships & success by joining in conversations
- Social media presence an reflection of your organisation
- Engage press, funders, authorities with pictures and video
Say Thank You!
Step 2 – Pick one goal to pursue
1 Social network use similar to how use of telephone or newsletters was
2 Digital space is the place where people communicate, seek, read, share,
purchase & network. Can't ignore it any more
3 Know your Message (WHAT), An Audience (WHO), Your Aims (WHERE)
4 Have Champion/s who can steer, update & reply, allocate time
5 Get full organisation buy-in to social media usage guidelines
6 Be clear, honest and credible. Build Trust. Web is traceable & for ever,
if you don't want it in local paper (or your mother to hear!) don't post
7 Select best social media tools as part of your overall resources with
added dimension they enable of social actions & conversations
8 Your flyers, your email signature and your website are the hub with
many linked social media spokes leading from them
9 Your social media presence is active the moment it goes live.
Summary - Your social networking plan
How could your organisation use or
make more of social media to achieve
Build a network that works for you
Most sites cost nothing .. except time
Keep relevant and human – listen
first, don’t just promote own work
Implement, monitor and adjust – and
remember it takes time - maybe a
couple of hours per week
Not about numbers, small good
quality networks can be better
Social Media – What are your Next Steps
Be Helpful – Be Generous - Say
Thank You - Share, be amazed
what you get back!
Start small … which one thing could you try out today?
Things you'd like
to be able to do?
Anything else ….
My Guides and Links - http://nptechuk.wordpress.com/sms-links/
Media Trust All Our Stories - http://resources.mediatrust.org/microsite/allourstories
• Social Media Guides http://nptechuk.wordpress.com
• Video Tutorials http://www.grovo.com
• Community How To http://www.communityhowto.org.uk
• Social Media Surgeries http://www.socialmediasurgeries.com
• Charity Comms http://www.charitycomms.org.uk
• KnowHow Non-Profit http://www.knowhownonprofit.org.uk
• Jargonbuster http://www.socialbysocial.com/book/a-to-z
• ICT Knowledgebase http://www.ictknowledgebase.org.uk
• The Very Tiger Blog http://www.theverytiger.com
• Watfordgap Services http://www.watforgapdervices.org.uk
• Workshop Resources http://www.scribd.com/watfordgap/shelf
• Charity Technology Trust www.ctxchange.org
• Media Trust http://resources.mediatrust.org/microsite/allourstories
Useful links and websites
Thank You – My Email & Twitter contacts
paul @ watfordgapservices.org.uk @watfordgap