Social Media Introduction


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Slides from workshop delivered at Yate Library to Yate Volunteers network - 21st March 2013

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Social Media Introduction

  1. 1. .Social Media in Practice Paul Webster (Twitter : @watfordgap) 21st March 2013
  2. 2. Good Morning and HouseKeeping
  3. 3. “Social Media. They get all excited about gleaming technologyand clever gizmos. They talk in acronyms and begin sentenceswith: “Did you know you can..” The rest of us just want to get onwith campaigning, fundraising or service delivery. We want to talkabout the people we work with, the communities we’re in andthe issues we’re passionate about. We want to find and talk topeople who can help us get change, deliver services or make adifference”. Well, Social Media is about all that, telling stories and havingconversations, having a space to do that … it just happens that thespace is on a computer.(From ‘How to use New Media’ - Media Trust).
  4. 4. • Networking What we are going to do today• 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• Try out and maybe even join some social media websites• Have fun !
  5. 5. Finding Out – Networking and Communications
  6. 6. Lets play a game!
  7. 7. On line collaborative conversations…..Social media…is about pursuing relationships and fosteringcommunities. Paul Adams, Google - Conversational Web, not a Broadcast. Listen more than talk
  8. 8. What is Social Media and why is it relevant
  9. 9. Old media - Web 1.0 . . . . . static websites with no interaction, text heavy content. Information just fed TO visitors
  10. 10. Social Media is .... . media rich, interactive, content served based on the readerschoice, open for comments and where immediate conversationsare encouraged that can reach a wider group of visitors in seconds.Web 2.0=Social Media=New Media=Social Networking
  11. 11. Is your organisation on Social Media? No? Probably – Yes! Have you checked?! How are you being represented? How are others marketing what you do?Are you 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? Do you use web tools to improve organisational efficiency?
  12. 12. Networking – the numbers
  13. 13. Social Networking – the numbers• 44.8 million people accessed the internet in the UK (ComScore Dec 2012)• Of all the websites visited in UK, 2 are Social Networks - Google (9.5%), Facebook (6.6%), YouTube (3.5%), ebay (1.9%), WinMail (1.4%). Google = 91% of search traffic. (HitWise – Feb 2012)• Use of social networking sites is 64% of time spent on internet in UK (Ofcom – July 2012)• Of the 48.6 million adult population (ONS), 77% have a Facebook profile, 66% are YouTube users, 32% are on Twitter and 16% have a presence on LinkedIn. (Umph Sept 2011 – sample of 2,400 adults)• 91% of all searches are on Google, YouTube 2nd most popular way to search for content• 96% aged 18-34 on one or more network, 52% of Facebook users in this range. 55% of them check their social networks at least once a day (June 2011)• 57% of people aged over 55 are on line.
  14. 14. Its bewildering ... why should I use social media?No longer something to be brushed aside.Free to use. But consider time- 80% of internet users aged 18-24 have a Facebook or Twitter account as do 73% of those aged 25-34.- 33 million people in UK on Facebook – some will Like your organisation- 15 million on Twitter – some will Tweet their friends about your work- as the 2nd most popular search engine a channel on YouTube may add anextra dimension to the project you cause you are supporting- with bite-sized blog readership increasing – that captivating story by avolunteer on the project may inspire others to help- oh and then there is Pinterest, Linkedin, Google+, Flickr …..
  15. 15. Smart phones and Tablets17% of households use as primary web connection and 1 in 5 web users will own a tablet by Dec 201330% of all UK web traffic from phone/tablet (ComScore – Dec 2012)Over 82% of all UK mobile phone sales are smartphones – 64% of users now have one (ComScore Dec 2012) Will be over 80% by Dec 201383% of 13 – 18yr olds have a smartphone81% never turn their phone off, 30% check status as soon as they wake up59% use to check social networks, 49% to purchase, 36% for on line banking. 75% of people get their news first on line. So, have you viewed your website on a18% of Dominos Pizza sales are via mobile app phone/tablet?
  16. 16. Think of an activity your organisation does ... How could it be helped by social media?Increases speed of communication – no faster way to (Action) spread messages than through social networking. Less of a financial cost although ‘expense’ may be timeWidens 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!
  17. 17. 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 ‘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 wayConsider all Five of these together and you have tools that are very powerful – Social Media For Social GoodCommoncraft Video explaining Social Media
  18. 18. But what advantage will it give our organisations?You are the content creator – marketing power back in the hands ofthe organisation. Need a phone … a camera … an audio recorder.It will increase the number of people enquiring about your work whohave only heard through social networking sitesLess burden on centre staff as you are marketing your informationon line and event / resource bookings are possible tooImmediacy - show communities you are there and what youre doing.Tell your story - People like storiesRather than a plain website,content kept fresh and up to date.A two way communication link.Projects in same location share andcommunicate easily with other
  19. 19. Inclusion – Voluntary Sector audience• Social networking shouldnt replace face to face communication• Although 79% of households are connected and 30.1million people access the internet every day (ONS 2011 / 2010), 7.4 million people have never been online• Of this, 31% in low income households and 45% have no post 16 qualifications• 75% in BME communities don’t use internet regularly• 43% put off using social media due to jargon• Away from populated areas broadband and even 3G access can be difficult (33% < 2mbps in Penrith & Borders)• Go-On UK & UK Online Centres resources to help people become a Digital Champion in their office or workplace• Dont depend on one network. It may disappear (Google Reader)
  20. 20. Social Media Planning
  21. 21. The voluntary sector problemWhere to startKnowledgeConfidence / FearCapacity / ResourcesAccessTimeCostScepticismAny more?
  22. 22. Immediacy and Response – a concern?Type News travels Reply withinPrint 7 days 2 weeksEmail 7 hours 2 daysFacebook / Blogs 7 minutes 2 hoursTwitter 7 seconds 2 minutes 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.
  23. 23. • Don’t worry it’s not finished – A half formed blog post can be more inspiring and Some concerns? create a bigger conversation• Don’t pretend to be someone you aren’t Dont Give Up! – About individuals not corporate views. Your voice may be weakened if you ‘spin’... and others see through it!• Dont 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 – Ration 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/)
  24. 24. Any Questions, so far?!Refreshment Break
  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. Objectives – what do you want to achieve People and needs first, then tools <Guide – Page 6 – Benefits Q1 and Q2>
  27. 27. Plan - Stop and think!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 windowHave you got the time? (To do, To monitor, To thank)Consider how you describe and convey your messages you ready and prepared for change & to release some control?!
  28. 28. Audience – Who are they? – Where are they? If you build it, they won’t come <Guide – Page 7 – Is it suitable? Question 2>
  29. 29. Start conversation – but dont try to move everyone It can be difficult to get It’s easier to go where people to come to you people are alreadyDo you know who your audience is & how they communicate?Are they already using social media sites (and which ones)?Build a genuine open relationship first, engagement followsTo participate people wont learn a new network & new topic
  30. 30. Its Social media, not Selling media!How are you marketing what you do now?Attracting people to your online space is an essential part of yourcomms strategy. Visitors inspired → more likely to be followers.Message is clear and unambiguous, your web site is your shop window,often it will be the first public face supporters and donors see.Tell stories as an authentic picture of what you are doing.Engage in frequent updates & blogs to keep donors informed andinvolved in what you are doing.Conversations with supporters, build relationships and give them spaceto say why they care … and Thank them.Include website and social networks on all communications. Make the Call To Action as plain to see and unambiguous on a social network as you would in printed copy.
  31. 31. Strategy - pick a plan with a path that fits Were here. We want to be there. Developing the plan to get there.<Guide – Pages 8,9,10 Pick a goal or campaign to pursue Decide who is going to be involved and- Steps 1 and 2> how much Consider responsible use (Appendix 2)
  32. 32. Summary - Your social networking strategy1 Social network use similar to use of phone or newsletters2 Digital space is now the place where people communicate, seek, read, share, purchase & network. Cant ignore any more3 Have Purpose – WHAT, Audience – WHO, Aims – WHERE4 Have Champion/s who can steer, update & reply, allocate time Step 2 – Pick one goal to pursue5 Get full organisation buy-in to social media usage guidelines6 Be clear, honest and credible. Build Trust. What you say is traceable & on internet for ever, so if youd not want it in the local paper (or your mother to hear!) dont put it on the web7 Social media tools are part of your overall resources but with added dimension they enable of social actions & conversations8 Main website is your hub with many linked social media spokes9 Your social media presence is active the moment it goes live. Be prepared!
  33. 33. Implement - match right social networking tool But new media doesn’t just replace old media – its as-well-as <Guide – Pages 11, 12 Research – see how others do it (See Appendix 3) Decide on your approach and set targets – Steps 3, 4 and 5> Jump in!
  34. 34. Finding the right tool for the task From Flickr – Claire Sutton and justinbaeder
  35. 35. The best website for the jobChoose best tools to create a buzz about your organisation – Audio → Images → Video – See Audioboo, Flickr, Pinterest, Bambuser, Youtube• Choose the context 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, EventbriteCan be a simple choice - Sharing a policy document between trusteesCan be a strategic choice - Moving all docs to cloud and eliminating file server
  36. 36. WordpressBlog – short for weBLOGNot just an on-line (sometimes) personal or project related journalAlso simplest way to get a full websiteDont worry its not finished – some of the best blogs build as conversations Also -
  37. 37. Two flavours - .com & .orgOpen platform for community ledcontent & story developmentContains text, pictures, video, audio andcommentary on a chosen topicStart conversations, get feedback fromvisitors, more informal than websiteMultiple users can have permission toaccess website and add contentOther spaces – Blogger & TumblrCommoncraft Video - explaining Blogs
  38. 38. Other Website Building ToolsNing – from £60/year - Free - £48/year
  39. 39. Think of it as being at a big partyEvents AS they happen not AFTER they have Twitter happened500 million accounts (140 million active) approx 34 million registered in UKFastest way to communicate news and create viral campaigns40% of tweets from a mobileHootsuite & Tweetdeck help you manageCan you convey your mission in 140 chrs? Follow Orgs @sparkscharity, @framework_ha, @yatepeople, @yatetownfc, @volunteeringeng & of course @yatevolunteers
  40. 40. @yatevolunteersFlagging not Bragging -use for researchAsk questionsSignpost to resourcesStart conversations# (Hashtag), RT (Retweet)Dive in, follow & talk!Great for sharing and learning from a network of Peers or to inform local newsSee the Content of the Tweet not the Tweeter & follow Words not People
  41. 41. Important to make profile followable- DO add Pictures (logo, background, recent images), Place, Profile and Page- DONT leave these blank or over-sell and push advertisingUse Hoosuite or Tweetdeck to manage conversationsA small network of quality followers often results in better conversations through sharedlinks than a large network of followers who never share ideas and knowledge.
  42. 42. Facebook64% of active UK internet users visit Facebook33.2 million active accounts in UK25.8 million views in March 2012Profiles, Pages and Groups, its where many people search first – so be thereOver 1 billion accounts worldwide, half of the active internet population30% check status as soon as they wake up
  43. 43. It’s the place where many, many people already network and shareWhat you have done Create a Group for invited network of Supporters, include docs & picturesWhat you are doing 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
  44. 44. What’s a Facebook page?Meeting place for people interested in your organisationSee statistics and visitors profileFirst point of call for info and content (links)Open, public place to communicate with your supportersUse as a way to draw people to main websiteNOT same as a Facebook personal profile
  45. 45. Another way to let people knowyour news & interviews AudiobooLess bandwidth than videoEmbed in websiteComments make conversationsAudioboo – 5 min recordingsInstant reporting when editing not aconcern‘Audacity’ is free software forrecording and converting to MP3 toload to the web -
  46. 46. Social Media = Findingcontent uploaded byothers .. keep looking. Anyone can be a content creator Upload and edit videos in yourIndividual clips … own channel… or a gallery. 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
  47. 47. 200,000 UK accounts PinterestHome Decor is most popular categoryMost popular age is 25-34Pin boards and share collections of pictures (Repinning)Check copyright of pictures you upload and pin as you would a website7.9 million visits in Sept 2012 (786% growth over 12 months)Analytics feature to show what is popular
  48. 48. Image Sharing – Flickr Visual record of events A event for all the group Access to reusable images Easy to put on website Hosting 5 Billion images (Sept 2010 – websiteVisual record of work doneor projects supported Commoncraft Video
  49. 49. Professional Social NetworkingJoin sector specific special interestdiscussion groupsNow has section to record volunteerexperience
  50. 50. Host your own Social Network Communities building their own spaces - for discussion - sharing - shows belongingAlternatives:Yammer, Google Sites,SocialGo, Facebook,
  51. 51. New way to interact – a Quick Response from visitors – QR Codes Letting people know how to get involved 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) with - : Read with - (app) Works well for ... Bear in mind … - Direct to difficult web address - No major benefit on a web page - Print media & flyers - Check location has connection - FREE to create and use - Needs smart phone - Current buzz - Check link hasnt changed
  52. 52. ..even just to be noticed by a wider audience - get your organisation listed with Google Place page- Verified e.g. Voluntary- Add Photos Action Rotherham- List Offers Derwentside- Streetview Maps CVS & VB here- Show Ratings- Comments
  53. 53. Growing - Location based Marketing & Communications Incentive to visit locationIn use by Uses SmartphoneShelter Scotland A way to meet up and beWas used by competitive with othersM&S inBreast Cancer Care Share tips, comments, to-week do lists and pictures Become a mayor and unlock extra rewards Claim venue & set up page with visitor specials Over 10 million users (June 2011 - worldwide)
  54. 54. Commoncraft Video A Listening Dashboard explaining RSS• 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!
  55. 55. Following online chat or an topic #hashtagEvents often expensive & time consuming to attend, but great forlearning & sharing. Participate online or catch-up on tweets, speakertalks, video interviews and event pictures. Mange in :Hootsuite & TweetdeckConversations #chat2lrnin : 4pm ThurTwitterfall #nptalkTweetchat 8pm Wed #yorkshirehour 8pm Wed #vcssupportnw #bigtif etc.
  56. 56. 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 – Dont 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!
  57. 57. Consistency across all websites & social networks
  58. 58. Add This (e.g. NAVCA)for sharing andtracking links withothers on line ...Show all thechannels on yourmain home page
  59. 59. Websites suited toviewing on a phoneVolunteering AppsUse of smartphone
  60. 60. Also...(Almost) whatever task you want to do there will be a website or serviceto 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
  61. 61. Sustain – engage, converse, measure, adjust If you don’t do it, someone else will <Guide – Pages 13, 14 6, Measure your success 7, Develop – Steps 6 and 7>
  62. 62. Time PlanningFrequencyand timeneededEvery Day Tweet, re-tweet, check Google Alerts,(30 mins) check RSS reader & reply to commentsOnce a Week Write blog post, check analytics, monitor(45 mins) groups & find new people to followAbout Monthly Add video to YouTube, share a resource(60 mins) on-line, create podcast & build profile
  63. 63. Measuring Marketing Success- Check how many times links are clicked if using Listen whats said about your organisation using Topsy- Monitor Google Analytics, Facebook Insights, Wordpress visits- Measure Tweetreach, SocialBro, Twentyfeet, Visualize Infographics on Visual.y,, My Social StrandBUT …. 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 videoSay Thank You!
  64. 64. The Answer?Know your Message & go to where your Audience areSelect appropriate Social Media websites to useTry out Cost and Time saving websitesAdd links to your social networks in your email signature.- on posters- in QR codes- be consistentDo Better Things ….….Do Things BetterStart small … what one thing could you try out today?
  65. 65. Social Media – Next Steps• How could your organisation use or make more of social media?• Only beneficial if you can see how it helps achieve your goals• Keep it relevant and human – listen first, don’t promote your own work• Dont do it just because everyone else is• Have a plan thinking short, medium and long term and have an internal policy and guidelines for using it• Think of how it applies to Marketing, Fundraising, Productivity, Communications .... and everything else you do• Implement, monitor and adjust – and remember it takes time - maybe 2 to 4 hours per week! Be Helpful – Be Generous - Say Thank You - Share, be amazed what you get back!
  66. 66. Useful links and websitesnavcaboodle ivo - ForFor Local VolunteeringSupport OrganisationsOrganisations Social Media Surgeries To share and learn about social media for communities
  67. 67. Any Questions? Unanswered Questions Things youd like to be able to do? Anything else …. (Technology related!)My Guides and Links - Trust All Our Stories -
  68. 68. Useful links and websites• Social Media Guides• Video Tutorials• My Learning Pool• 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
  69. 69. Thank You – My Email & Twitter contacts Paul Websterpaul @ @watfordgap