Social Media workshop delivered at Voluntary Action Leicestershire on 27th January 2015 to local groups and organisations. Covers the basics of social media use.

1. 27th January 2015
Leicester
Paul Webster – Digital Skills Advisor & Community Builder
Twitter : @watfordgap
Social Media Basics

2. Good Morning and House Keeping

3. Finding Out
What is Social Media
Having a plan
Using social media websites
Answering your Questions
Session Topics

4. What we'll try to cover...

5. Lets play a game!

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 and on-line.
(From ‘How to use New Media’ - Media Trust).
On line collaborative
conversations…..
'The Conversational Web', not a Broadcast.
Listen more than talk

7. Old media - Web 1.0 . . .
. . static
websites
with no
interaction,
text heavy
content.
Information
just fed TO
visitors
http://www.webpagesthatsuck.com/worst-websites-of-2012.html

8. 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.

9. 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

10. 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?
Do you use web tools to improve organisational efficiency?
Have you checked?!
How are you being represented?
How are others marketing what you do?

11. You’re Famous!

12. Of 64.1million UK population, there's 57.3million Internet users (76% access daily)
96% of internet users aged 18-34 are on one of more social networks
Adults using the internet have an average 5.54 accounts and are active on 2.82
Use of social networks is 64% of all the time spent on the internet in UK
Average time spent online per person everyday is 3hr 59mins (1 hr 52m from mobile)
The main networks - showing active users as % of connected population
Facebook – 27.5 million active users, 26% are Aged 25-34 (Comscore – Dec 2013)
Twitter – 12.1 million users, 40% just read & don't post (Twitter – Sept 2013)
Linkedin – 15 million (Linkedin – Mar 2014) (374k Engineers, also 5 mermaids!)
YouTube – is the second most popular search engine
Which is right for you?
Now is always the right time …
... tomorrow isn't.
Can't be ignored.Rose McGory & 'We Are Social' Report Jan 2015

13. For messaging it's
Snapchat and What's App.
Where are young people on
Social Media?
Facbook useage was down by
11% in 2014.
For interest sharing it's
Instagram or Tumblr

14. Social Networking – the numbers
http://www.personalizemedia.com/the-count/

15. Why use Social Media?
We're all 'content creators'. Our message is as valid as
anyone's – whatever size organisation. Our social media
activity can be just as effective
Increased Reach - traditional reporting barriers broken down
and communities empowered with mobile devices
Tasks that took days, take hours, News that took minutes
takes seconds!
Conversation not Broadcast.
Listen more than you talk.
'The leveller'. All community voices
can be heard together.

16. Increases speed of communication – fastest way to
spread messages to get action through social networking.
Less of financial cost, but the ‘expense’ may be time
Widens awareness of organisation's message to people/groups
that may be missed using traditional methods – ‘viral’
marketing campaigns hugely powerful creating awareness
extremely efficiently. Friends tell their friends.
Deepens relationships to build new and different networks and
communities of interest to bounce ideas off and
share experiences, increase commitment, connections and
belonging for campaigning activity. Show
understanding and start some conversations!
Think of an activity you are doing ... maybe from the game
How could it be helped by use of Social Media?

17. Generate Change by on-line conversations, promotion and
awareness about the work or latest campaign by the
organisation. Use RSS and Google Alerts to stay ahead of
developments in your area of interest
Joins together communities for Action who are interested in
similar 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 you are doing ... maybe from the game
How could it be helped by use of Social Media?

19. There's a 'problem' with social
media in organisations?
Where to start
Knowledge
Confidence / Fear
Capacity / Resources
Access
Time
Cost
Scepticism
Any more?

20. Is your social media living in the 90s?

21. Social Media
Planning

22. Have a plan
Know your objectives and goals, have a clear message
Respond to questions from people about their local healthcare services
Research where your audience are – do you ask them?
Listen to find out, work in spaces where your target audience are
Tie together a strategy for the story – who / how
Which voice is best to use – What style of conversation works the best?
Choose tool to match audience and implement it
Look what other organisations do & what works well
Don't neglect your 'offline' spaces, use 'hooks' to this content
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
http://www.idealware.org/reports/nonprofit-social-media-decision-guide

23. Start the conversation – 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
Questions 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
It's Social media, not Selling media. But your web site is your shop window, the
first public face supporters/donors see so tell authentic stories of what you do
To participate, people may be reluctant to learn a new network AND a new topic

24. Listen to your community, Tell a good story
Is your story unique, personal, heart-warming and fun?
Not a corporate message selling the organisation, but a social message.
Do you have a picture or video with the face of a person on your website
that triggers emotion and connects to your story?
Does it create urgency with something important at stake, something
you 'really must' share with your friends?
Does it have a call to action that will inspire donors?
Does the story have real value to donations, e.g. "Donate £100 to feed a
child for 1 year"

25. Mobile Websites
By 2015 mobile overtakes desktop for web use
Make website responsive (test across platforms)
Avoid excessive text, images & tiny buttons & Flash / Animations
Make donor sign up very easy
with clear call to action
Make it 'Socially Sharable'
Minimise data entry – no long
forms
Remember visitors may be on
slow connection
Check … have you viewed your website on a phone/tablet?

26. Everything in this 1991
advert (and more) exists in
a single smartphone.
And for much less money.
Affordable Tablet PCs now
less than £80 (e.g. Hudl)
Use the tools in your mobile or
tablet

28. Audience for Mobile
http://www.textsprout.com (2013)
In 2013 :
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 (Mark 50:50)
81% never turn their phone off,
30% check when they wake up
Mobile IS overtaking the
Desktop for web access

29. From Flickr – Claire Sutton and justinbaeder
Finding the right tool for the task
http://nptechuk.wordpress.com/sms-links/

30. Media Channels
Make it Personable
Press releases are dull (OK at Start & End)
Use Mixed Media and combinations by
audience
– Audio - Audioboo
– Photos - Instagram
– Video - Youtube
Have a website – even just a Wordpress,
Squarespace or Weebly site to Tell your
Stories

31. Story Telling Platforms
Short for (we)b log
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
The best blogs build as conversations
Wordpress is most popular, but see also
Medium, Blogger and Tumblr

32. Telling your story - Never Seconds Blog
Started by Scottish 9 year old Martha Payne in April 2012 as a school writing
project to document lunchtime meals
Seen by social media users … but as not all reviews of
the food were good the local council tried to close it
down… which generated MORE interest!
Martha appeared on TV & Newspapers and always
replied to many comments on blog and featured
worldwide meal pictures
Chef Jamie Oliver supported campaign to get better school meals and link to the
“Mary's Meals” JustGiving campaign raising funds for school food in Africa.
Small targets set to support this
campaign
But...

33. Build your Narrative and Build Success
Initial target of £7,000 now at £142,738 for Mary's Meals
A book of the story has been published to raise more funds
A local council changed
it's social media policy
The blog has over
10,000,000 hits
But the important
part...
Children who would
have been hungry in
African schools are
now being fed!

34. Audio – project awareness raising
Visit
Less intrusive way to let
people know about your work
& campaigns
Embed in website
Comments are conversations
Instant reporting when
editing not a concern
‘Audacity’ – free software for
recording and converting to
MP3 to load to the web
See also - Audioboom

35. Use the camera - Photos
Posts on Facebook with an image get 53% more Likes
than without. (Social Media Examiner)
Use visuals in blogs, tweets and posts .. share pictures on Flickr,
Instagram & Pinterest
Include message to donate, announce hashtag and to say Thanks

36. Use the camera - Video
66% of world's web traffic will be video by 2017
25% of videos on Youtube are watched on mobile
Instagram videos - twice the engagement as pics
https://vine.co/v/b5tnVIVjt2M
Google for NonProfits
enables charities to add a
'Donate' button to video
Embed on website
Generate conversations
But PLEASE - Turn your
phone to landscape!

37. 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.
http://www.youtube.com/user/VolunteerCentre1

38. What is Twitter?
Think of it as being 'at a big party'
A worldwide community of people you didn't know
who will have knowledge and experience to share
Events AS they happen not AFTER they have happened
Twitter – 15 million users, 40% just read & don't post
(Twitter – Sept 2013)
Used well in can be ...
• For Listening to your audience
• To Share good news stories and signpost links to other on-line media
• Help in learning & Research of background information on policy or news
• Support to your on-line community with answers to their questions

39. Social Media – Shortens cycle
Meet people where they are
and on the 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 ...
(From www.pinterest.com/markphillips/old-charity-ads)

40. Social Media – Shortens cycle
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

41. Twitter Basics
What it is
- Format & Layout of screen and messages
- Profile
- Notifications
- Messages
Creating an account
- Who is brave to set one up or to share theirs?
Privacy - users must agree to organisation 'Social Network Guidelines'
- It's open - which works well if everyone remembers this!
- Speaking as 'yourself' - either as a person or an organisation
- Be polite, behave as you would in a face to face conversation
- Share as much as 80:20 but don't over promote 'you', be helpful

42. Important to make profile
'followable'
- Add current Pictures (avatar,
background, panorama), Place to find
you, descriptive Profile and web Page
- DON'T leave these blank or over-sell
and push advertising
See content of tweet, not the tweeter, e.g. @HWDudley, @HealthwatchE
A small network of quality followers results in better conversations through shared
links/knowledge than a large network of followers who rarely share content

43. Does it work for you?
What is the mission of your organisation?
How you could now let more people know about your work
Can you write down your message in 140 characters, what
hooks would you use? Can you tell your story on-line?
Could you blog about it? Make a video? Find a beneficiary to
record an audio interview with? Make you website social?
How would you interest people
in what you are talking about?
What is your message?

44. Publicly be part of your
community
It's a channel that
businesses can't ignore
Can be time consuming
to manage ... but ...
... shows organisation
that takes the public
view & voice seriously
Use of lists to follow local people
Search for key words related to healthcare - complex boolean searches possible
Listen & be responsive - it is now a very valid form of customer contact
Instant response but follow through with actions
Engagement

45. 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

46. Facebook on PC and Mobile
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

47. Pulling it all together
• Consistency across all sites & 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!

48. Sharing Socially
Feeds from social media sites
pulled in attracts visitors to click
throug to Twitter or Facebook
Sharing Buttons lets visitors
tell others on Facebook or
Twitter about what they have
read on your website

49. Consistency across all websites &
social networks
Link closely with offline promotion

50. Monitoring and Measuring
Monitoring & Analytics
- Sparkwi.se, Tospy, Twitter Analytics, talk to RT'ers & Followers
- https://analytics.twitter.com/user/watfordgap/tweets
Search and Discover
- It's an extra pair of eyes and ears for your organisation
- New people, new organisations ... and it's worldwide
- levels the conversation ... link with people before you meet
Join in - It's about a conversation with people
- you don't need to ask permission
- Twitter is not a one-sided broadcast about your work
- People tweet ... not organisations - but it shows your org is social
- Getting your stories in front of the right people (local press etc)

51. Measuring Social Media Success
- Check how many times links are clicked on Bit.ly
- Listen what's said about your organisation using Topsy
- Monitor Google Analytics, Facebook Insights, Wordpress visits
- Measure Tweetreach, SocialBro, Social Mention, 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
- Build relationships by joining in conversations
- Social media presence a reflection of your organisation
- Engage press, funders, supporters with pictures and video
Say Thank You!

52. 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.
Average 'life' of
a tweet is just
18 minutes

53. 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

54. 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 - Social Media Plan

55. Some Notes and Tips
Think 'Mobile First' when specifying and designing a new
website - increasingly where visitors come from.
The action may happen around you, be 'part of' it even if you didn't
initiate it.
Be ready to respond with donation
channel if your org gets mentioned
Keep community updated using social
tools such as a blog during the campaign
– and after it's ended. (70% said this is
important – 2013 mGive)
Start small … what one idea will you try out today?

56. What I hope we've covered!
Any Questions?

57. Some Resources
Connecting Care
http://www.connectingcare.org.uk
ICT Knowledgebase
http://www.ictknowledgebase.org.uk
Community How To
http://www.communityhowto.com/#
Media Trust - All Our Stories
http://resources.mediatrust.org/allourstories/

58. navcaboodle
For Local
Support
Organisations
ivo - For
Volunteering
Organisations
Social Media Surgeries
To share and learn about social media for communities
Useful links and websites

60. Thank You
Paul Webster – Digital Skills Advisor & Community Builder
Email : paulwebster43@gmail.com
Twitter : @watfordgap Tel : 07876743096
Any Questions?