Social Media For Organisations Workshop


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Slides used at the Social Media for Organisations workshop on July 3rd 2014 at High Peak CVS

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Social Media For Organisations Workshop

  1. 1. Social Media Workshop Paul Webster (Twitter : @watfordgap) 3rd July 2014 .
  2. 2. Good Morning and House Keeping
  3. 3. 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 media use • Think about the best way to communicate • See how other organisations benefit from using social media • Explain how social media such as Twitter and Facebook can help community groups and how to get started • Have fun !
  4. 4. Finding Out – Networking and Communications
  5. 5. Lets play a game!
  6. 6. “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 difference”. 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 conversations….. 'The Conversational Web', not a Broadcast. Listen more than talk
  7. 7. What is Social Media and why is it relevant Let's go back in time...
  8. 8. Old media - Web 1.0 . . . . . static websites with no interaction, text heavy content. Information just fed TO visitors
  9. 9. Social Media – Digital Media …. Web 2.0 =Social Media =New Media =Social Networking . . media rich, interactive, content based on preferences, open for sharing and where conversations & learning encouraged.
  10. 10. 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 -
  11. 11. 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?
  12. 12. 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 broadband 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
  13. 13. - @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 … For media YouTube – is the second most popular search engine Pinterest – massive growth from 200k in 2011 to 2 million in July 2013
  14. 14. Social Networking – the numbers
  15. 15. 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?
  16. 16. 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 ‘Listening Dashboard’ 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?
  17. 17. 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.
  18. 18. Audience for Mobile (2013) 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 mobile devices 81% never turn their phone off, 30% check status as soon as they wake up Mobile IS overtaking the Desktop for web access
  19. 19. 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) or 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)
  20. 20. Everything in this 1991 RadioShack advert (and more) exists in a single smartphone. And for much less than $3000! Affordable Tablet PCs now £79 incl from Supermarket (Hudl) But … have you viewed your website on a phone/tablet?
  21. 21. Or... Is your social media stuck in 1992?
  22. 22. Refreshment Break Any Questions, so far?!
  23. 23. Social Media Planning
  24. 24. The 'problems' with social media in the sector Where to start Knowledge Confidence / Fear Capacity / Resources Access Time Cost Scepticism Any more?
  25. 25. 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
  26. 26. People and needs first, then tools Objectives – what do you want to achieve
  27. 27. 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 n.pop&pubid=F96E673E-AB20-1F36-479D2FBB582EC3A1 Are you ready and prepared for change & to release some control?!
  28. 28. If you build it, they won’t come Audience – Who are they? – Where are they?
  29. 29. 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'
  30. 30. 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
  31. 31. 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!
  32. 32. • What supporters, peers & others saying about your organisation • See policy updates, reports & funding news as they published • How? 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 – • 'Listen' to multiple channels with - • Turnaround – Use these services to publish FOR your audience! A Listening Dashboard Commoncraft Video explaining RSS
  33. 33. Audience is Mobile - Example Important to meet people where they are and they platforms they are already on A generation like(d) mailed / e-mail campaigns Write or call … Get donation pack … Complete forms … Post to Charity … Cash Cheque … Wait for Clearance ... llips/old-charity-ads
  34. 34. 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 140 characters?
  35. 35. 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 Jump in!
  36. 36. 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
  37. 37. Lunch Break Any Questions, so far?!
  38. 38. From Flickr – Claire Sutton and justinbaeder Finding the right tool for the task
  39. 39. Twitter • "I'm eating a #doughnut"
  40. 40. Twitter 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 have happened 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
  41. 41. Ask questions Sign to resources Start conversations Dive in, follow & talk! # (Hashtag) RT (Retweet) '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) @hpcvs
  42. 42. 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.
  43. 43. 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 #chat2lrn 4pm Thur #nptalk 8pm Wed #wenurses 8pm Thur #ttvolmgrs #nfptweetup etc. Conversations in : Twitterfall Tweetchat
  44. 44. Facebook • "I LIKE doughnuts" • "Please like doughnuts too and share them with your friends
  45. 45. Facebook272 ?? 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 device 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
  46. 46. 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 updates Check Privacy settings and frequent changes Link to Twitter & Blog Just Have a page - - Use it share pictures - Use it to direct back to main website What you have done What you are doing
  47. 47. 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?
  48. 48. 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
  49. 49. You Tube • "Here I am eating my doughnut...LoL!"
  50. 50. You Tube 2,026,310,375 ?? 23% of traffic originates from Facebook 3.7 billion videos viewed during January 2012 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 & Community Reporters
  51. 51. Anyone can be a content creator Upload and edit videos in your own channel Show Organisation is Genuine & has Personality 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 January 2012 Social Media = Finding content uploaded by others .. keep looking. Individual clips … … or a gallery.
  52. 52. LinkedIn • "My skills include eating doughnuts"
  53. 53. LinkedIn7 ?? 259,000,000 million members in 200 countries 30,000,000 students and recent graduates have accounts Also specialist networks on private Ning sites
  54. 54. 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
  55. 55. Pinterest • "I'm sharing a doughnut recipe"
  56. 56. Pinterest 14.2 ?? 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 ...
  57. 57. Pinterest
  58. 58. Wordpress • "Sharing my thoughts about the sublime joys of eating a doughnut"
  59. 59. Wordpress Simplest way to get an .org website Don't worry it's not finished – some of the best blogs build as conversations
  60. 60. (we)Blog - Wordpress / Blogger 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 Also
  61. 61. 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 concern ‘Audacity’ is free software for recording and converting to MP3 to load to the web -
  62. 62. Image Sharing – Flickr A event for all the group Commoncraft Video Visual record of events Access to reusable images Easy to put on website Hosting 5 Billion images (Sept 2010 – Pinterest website Visual record of work done or projects supported
  63. 63. 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 - : Read with - (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)
  64. 64. 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 –With everyone!
  65. 65. Consistency across all websites & social networks
  66. 66. Show all the channels on your main home page 'Add This' (e.g. NAVCA) for sharing and tracking links with others on line ...
  67. 67. Also... (Almost) whatever task you want to do there will be a website or service to assist you ... Eventbrite Mailchimp Doodle, Survey Monkey, Jing, Google+, Pinterest, Google Drive, ifttt, Dropbox, Slideshare … ... maybe best left for another time! Or for a Social Media Surgery
  68. 68. If you don’t do it, someone else will Sustain – engage, converse, measure, adjust 6, Measure your success 7, Develop
  69. 69. 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.
  70. 70. Time Planning Frequency and time needed Every Day (30 mins) Once a Week (45 mins) About Monthly (60 mins) 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
  71. 71. • 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 ( help/what-makes-the-web-social/) Some concerns? Don't Give Up!
  72. 72. Measuring Marketing Success - Check how many times links are clicked if using - Listen what's said about your organisation using Topsy - Monitor Google Analytics, Facebook Insights, Wordpress visits - Measure Tweetreach, SocialBro, Twentyfeet, - Visualize Infographics on Visual.y,, 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!
  73. 73. 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. Be prepared! Summary - Your social networking plan
  74. 74. How could your organisation use or make more of social media to achieve your goals? 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?
  75. 75. Unanswered Questions Things you'd like to be able to do? Anything else …. (Technology related!) Any Questions? My Guides and Links - Media Trust All Our Stories -
  76. 76. • Social Media Guides • Video Tutorials • Community How To • Social Media Surgeries • Charity Comms • KnowHow Non-Profit • Jargonbuster • ICT Knowledgebase • The Very Tiger Blog • Watfordgap Services • Workshop Resources • Charity Technology Trust • Media Trust Useful links and websites
  77. 77. Thank You – My Email & Twitter contacts Paul Webster paul @ @watfordgap