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Understanding and capitalizing on the social media revolution


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using social media and networks and as communication tools

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Understanding and capitalizing on the social media revolution

  1. 1. Social MediaThe New Communication Tools
  2. 2. “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 geton with campaigning, fundraising or service delivery. We wantto talk about the people we work with, the communities we’rein and the issues we’re passionate about. We want to find andtalk to people who can help us get change, deliver services ormake a difference”.Well, Social Media is about all that, telling stories and havingconversations, having a space to do that … it just happens thatthe space is on a computer.” ‘How to use New Media’ - Media Trust
  3. 3. What are we going to do today?• Do some networking • Think about the best way to• Find out what social media is and communicate why its important • See how other organisations benefit• Look at current communications from using social media methods • Try out and even join some social• Make a plan for good social media media websites use • Have fun!
  4. 4. Networking andCommunications
  5. 5. What is Social Media? and Why is it Relevant?
  6. 6. Old media - Web 1.0 . . . . . . static websites with no interaction, text heavy content. Information was just fed to viewers.
  7. 7. New media - Web 2.0 ... . . . is interactive, websites open comments allowed, conversations and social networking with viewers encouraged
  8. 8. The story so far...• 2009 – to the present day is known as the Social Media Era• In Jan 2010 Facebook had more global visitors than Google• YouTube is the second most popular search engine• Research claims Social Networking is slowly replacing email• Statistics show 10 % of users are aged between 35 – 44 and that 85% of those aged 16 – 35 are on at least one social network site.• There is a steady growth in access to social networks by Smartphone – Facebook mobile traffic has increased globally by 100% in the last 6 months.
  9. 9. …In Palestine • 36.21% population penetration –83th of all countries • 254 % of internet penetration ?? • 62% users male, 38% female • Majority of users (45%)aged between 18-24 • No. of users in October 2011 – 600,000 • No. of users in January 2012 – 700,000 • No. of users in June 2012 – 910,000NB. Data compiled from Social
  10. 10. …In Israel • 3,472,360 facebook users (44th of all countries) • 47.22% population penetration • 52% users male, 48% female • Majority of users (28%) aged between 18-24 years • 65.97% internet population penetrationNB. Data compiled from Social
  11. 11. …In Jordan • 2,204,500 Facebook users, (57th of all countries) • 34.41% population penetration • 58% users male, 42% female • Majority of users (42%) aged between 18-24 years • 126% penetration of internet populationNB. Data compiled from Social
  12. 12. The internet as a friendly conversationThe art of conversation is to listen more than you talk – it’s a two way process !• Read and Listen – find out what is happening already• Link and Share – and link again! It’s these links that keep the conversation flowing• Comment and Feedback – agree or disagree, this is what builds communities around a topic• Say Thank You – as social media is more about the links, introductions and relationships than the technology ...• Be Helpful – share what you have and you’ll be amazed what you get back!
  13. 13. Social networks differ from traditional media • Social networks are relational not transactional communication tools. • Social media rewards – Generosity – Relationship building – Helpfulness • 20-to-1 rule: you should make 20 relational deposits for every 1 marketing withdrawal
  14. 14. Why are they relevant?• Offer an entirely new range of communication tools• Can virally promote your project and its work• Cheap or free to use (main cost is time)• Easier to engage directly with target audiences
  15. 15. “Media outlets “ sector usage... • 2010 research found that less than 20% were using social networking services (in Palestine ) • Main barriers: • Lack of knowledge/confidence • Lack of business case • Access – either connection or equipment weren’t suitable • Perceived risk of mixing personal and professional networking • In 2012 new research found 36% of the same group said they would actively look for the Facebook page of an organisation, project, individual, and has become the second source of information after radio
  16. 16. NEC – INTERNEWS - Local media Survey -June 2011• 47 (40.2%)• 28 (23.9%)• 35 (29.9%)• 7 (6.0%)
  17. 17. When asked what organisations had ontheir website:• 20% - online picture and media storage• 15% - RSS feeds• 10% - PodcastsBut when asked about external social media sites used:• 17% - Facebook for their cause• 9% - YouTube, VIMEO• 7% - Flickr
  18. 18. Usage of social media by local media inPalestineFollowing the 1st round of citizen journalism and social media training: • Prior to training, 35% had a profile on at least one social network • After training, 80% had a profile on at least one social network • 35% are also blogging • First social media conference was held in Palestine 2011 • Social media courses were first developed in Palestinian universities and media institutions in 2011
  19. 19. But remember…don’t ignore non-socialmedia users• Social networking should never simply replace face to face communication• Although 38% people access the internet every day, another 28% people have never used it• 55% of people without tertiary qualifications do not use the internet.• The largest group of ‘non-users’ are aged 55 and over• Consider these figures when defining your audience and target group, and use your listening and monitoring skills to decide which social media to use.
  20. 20. Social Media Planning Guide “So you think you want to use Social Media?”
  21. 21. The Voluntary Sector Problem• Where to start?• Capacity• Knowledge• Time• Cost• Type of guidance available
  22. 22. The StepsObjectives – What do you want to do?Audience – Who are they? Where are they?Strategy – Pick a guided plan with a path that fitsImplement - Match to right social networking toolSustain – Engage & converse, monitor & revise
  23. 23. Objectives – what do you want to achieve Needs first, then tools
  24. 24. Audience – Who are they? – Where are they? If you don’t build it, they won’t come
  25. 25. The GuideEstablish if Social Media is right for you • What is your organisation trying to achieve? • What are the goals you think social media might be able to help you achieve? • Do you already have a website that you can update yourself? • Are any of your target audiences already using social media (or are likely to soon)? • Have you got the time?
  26. 26. So, Is Social Media Right for yourOrganisation? Yes? It is likely that social media will make a significant difference to your organisation No?Think carefully if this is the right time for you to be spending time on this tool
  27. 27. Please describe your Please describe yoursocial strategy: social objectives: • Engagement • Promoting • Social Content • Network Building
  28. 28. Communication Messages
  29. 29. What is the message?• We know WHO we are talking to• Now need to look at WHAT we are saying• Find out the most suitable communication method and best WAY to say it
  30. 30. What communication types do you use? And why?
  31. 31. How do you choose…• You want to apply for a job• You want to complain• You want to market your organisation/project• You want to reduce the costs of missed appointments• You want to find people to get involved• You want to share information
  32. 32. What communicationtypes are most effective? How much do they cost?
  33. 33. Decide what you are going to say• Driving people to your website should be an essential part of your communications strategy• Message - clear and unambiguous, your website is often the first public face of your organisation• Tone – get this right and match to your audience• Context – if you can’t add value to a conversation maybe don’t say anything at all!• Frequent updates & blogs will keep your site fresh and interesting• Include your website on all communications
  34. 34. Addressing concerns aboutcommunication on the social web• Don’t worry that it’s not finished – a half-formed blog post can be more inspiring and create a bigger conversation than a polished piece.• Don’t pretend to be someone you aren’t – the social web is about individuals not corporate viewpoints. You’ll find your voice weakened if you ‘spin’ ... And others will see through it!• Don’t worry you are in a vacuum – follow the tips, linking, connecting and conversing and soon people will do the same for you – it’s true!• 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.
  35. 35. Take Action!• Register your organisation’s project name on the popular social media sites• Make sure your organisation’s project is on Google Places• Share links – with everyone!
  36. 36. The Networked Project BE DO Understand Networks Work with Free Agents i.e. journalists –social media activists , bloggers Create Social Culture Work with Crowds i.e. find those groups and pages who have the same interest or can serve your goals Listen, Engage, and Build Learning Loops Relationships Trust Through Transparency ‘Friending’ or communicating Simplicity Govern and reach through Networks
  37. 37. It’s what you do, not how you do it
  38. 38. Strategy - pick a plan with a path that fits Social web is an ‘as-well-as’1. Pick one goal to pursue2. Decide who is going to be involved and how much
  39. 39. Communicating with Social MediaUse Social Media Tools to help your organisation get it’s message to a wider audience• Start conversations with your supporters and your networks• More efficient – electronic messages get passed around social networking sites• Less costly to post a message on Twitter or Facebook• Instant news and information updates to your followers• Use RSS and Google Alerts to stay ahead of developments in your area of interest and build a ‘Listening Dashboard’.
  40. 40. Twitter= events AS they happen not AFTER they have happened
  41. 41. “How does Twitter work for you?”7 replies in 7 minutes Twitter keeps me connected to friends I know & helps connect me to new people & opportunities Twitter helps me to be connected with people and new developments, and helps to make new connections too Twitters introduced me to many other organisations with similar goals that I wouldnt have met, & sharing best practice Twitter helps me build & maintain my professional network Keeps me up to speed with others - via my phone - especially important when out of office To keep track of topics/people of interest and discover new topics and people through the first set of people and topics
  42. 42. Listening VIA RSS• What are other websites saying about your organisation/or an issue of your interest ?• What are organisations you support saying?• See EU/EUPROJECTS, sector reports and announcements ,PR as published• RSS enabled feeds can be automatically 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• Content aggregated into a single easily readable interface/netvibes• RSS feeds can be converted for email delivery• RSS feeds from others can be embedded in your website
  43. 43. Listening
  44. 44. Social media created the opportunity of all types of communication tools … Define which to use Learn…practice ask and apply!
  45. 45. Social Media tools and local support organizations
  46. 46. Implement - match right social networking tool But new media doesn’t just replace old media
  47. 47. The Main Social Media Types•An organisations’ activities•Which tools are the best•Examples of use
  48. 48. Social Media Tools
  49. 49. Use by Local Support & Development Organisations Some examples of how these organisations are using Social Media tools
  50. 50. Why these tools?• Quick and easy to set up and maintain• Draws people to the website• You want feedback from people and want to start conversations• Once set up, requires very little work (may take a while to get used to)• Spreads awareness• Draws people to your website• Links to your blog or Facebook page
  51. 51. Online journals – Blogging
  52. 52. Why these Tools?• High number of users that have Facebook page, but only use if your audience are already there• Links to blog• Can have separate Facebook page for projects and business activities• They have the technology to make it quick and easy• It provides them with an extra web presence• It gives a face and a personality to your organisation
  53. 53. Social Networking
  54. 54. Video Sharing – YouTube, Vimeo, bliptv
  55. 55. Time Planning – frequency and time neededEvery Day Tweet, re-tweet, check Google Alerts, check RSS(30 mins) reader & reply to commentsOnce a Week Write blog post, check analytics, monitor groups(45 mins) & find new people to followAbout Monthly Add video to YouTube, share a resource online, create podcast & build profile(60 mins)
  56. 56. Time Planning – response expected?Type News travels Reply withinPrint 7 days 2 weeksEmail 7 hours 2 daysFacebook / Blogs 7 minutes 2 hoursTwitter 7 seconds 2 minutes
  57. 57. How much time will you spend doing the work once you learn skills? Listen Promote Participate Publish BuildNo Engagement Broadcast/Share Low Engagement Content Intensive Community High Engagement15 min/day +20 min/day + 30 min/day + 3-5 hrs/wk Original concept by Beth Kanter, revised by Aliza Sherman + 5-10 hrs/wk
  58. 58. Now it’s your turn!
  59. 59. Let’s try them out Blogging and Video Facebook Communications RSS and Twitter
  60. 60. Image Sharing
  61. 61. Talking to the web – News Output
  62. 62. Sustaining the conversation
  63. 63. Sustain – engage, converse, measure, adjust If you don’t do it, someone else will!
  64. 64. SummaryObjectives – What do you want to do?Audience – Who are they? Where are they?Strategy – Pick a guided plan with a path that fitsImplement - Match to right social networking toolSustain – Engage & converse, monitor & revise
  65. 65. What can Social Media do?Increases speed of communication – no faster way to(Action) spread your message than through social networking.Widens message to people/groups that would normally(Awareness) be missed using more traditional methods; ‘viral’ campaigns hugely powerful in creating awareness extremely efficientlyDeepens to build new and different networks –(Fundraising) communities of interest to bounce ideas off and share experiences, increase commitment and fundraising for campaigning activity
  66. 66. What can Social Media do?Generate online conversations and awareness about the(Change) organisation or campaign, a consensus of opinion or shared learning about ideasJoins together communities who are interested in the(Action) similar things, have the same likes or are striving for the same objectives.
  67. 67. In Conclusion…• Social Media is only beneficial to your organisation if it’s going to tangibly help you to achieve your goals• Establish a plan thinking short, medium and long term – and have an internal policy for using it• Know your target audience and go to the spaces where they are.• Know your message - make it clear and direct• Think of how it applies to Communications of your message• Implement, monitor and adjust – and remember it takes time!
  68. 68. Self Reflection• What ideas do you have for you social media use from this workshop?• How could your organisation use or make more of social media?• How could groups you support, campaign more effectively using social media?• What gaps are there in supporting them?• Does your organisation have a social media policy or Twitter guidelines?• Have we answered the UnAnswered Questions?!• How can we keep the conversation going?