Engage and Connect with Social Media


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A presentation to attendees from charities and nonprofits at LVSC's Cascade 'Engage and Connect with Social Media' Conference, on 13 Jan 10.

See also Laura Whitehead's presentation on 'Cultivating your online community':

And Leah William's presentation on the Women's Resource Centre's Journey into Social Media:

Published in: Business, Technology
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  • I liked it, but I firmly believe they are marketing channels though. 21st slide i think?

    But then again, I think of marketing as telling stories. Making others adapt your vision or spread your message by storytelling. What do you think of that statement?

    I'm studying social media, and especially implementation in corporate communication and marketing, as a grad project, so any thoughts are welcome! :)
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  • Who uses social media, either personally or professionally? Most people use Facebook, but what about Twitter, blogs, Flickr, YouTube? Even sites like Amazon, Tripadvisor and Ebay heavily utilise user generated content, allowing us to share views and recommendations with others and connect with people all over the world. You can create a public profile on Amazon and Tripadvisor includes forums where members offer each other advice and tips. There is a social element to so many sites now – and this trend will surely continue to grow.
  • You may have a lot of questions... Including these We’ll try to answer them all today
  • Most of you probably agree it is, otherwise you probably wouldn’t be here today! But there is a surprising number of people and organisations in the sector that are still burying their heads in the sand. It’s silly, because this change won’t go away and it offers us such opportunities.
  • I did that deliberately to get your attention and, I admit, to shock you – but it is, never-the-less, true. At the very least, what print media does survive in the medium to long-term won’t be on anything like the scale of the past and present. There are simply too many other ways to get information and entertainment, and most of them are more convenient and lower cost.
  • If you need more proof, or help to make the case to your director or board, just look at what newspaper circulations in the UK did over the past year. It’s worth bearing in mind, where there isn’t such steep decline – e.g. Independent and Guardian – that the circulations are really very low in the first place. These are niche audiences – with very specific profiles – which probably accounts for their relative stability. The disposable income of their readership may also be a factor. However, the fact remains that the newspaper industry is in continual decline, year on year, and struggling to survive: Daily national newspaper market monthly year-on-year drop comparing December 2008 to December 2007 was 4.5%. That compares with 2% (2007-6), 3.2% (2006-5), 1.7% (2005-4), 3.2% (2004-3) and 3.8% (2003-2). Clearly, the downward trend is accelerating.’ Source: Guardian Jan 2009
  • Response rates to direct mail are in continual decline and have been for some years. The postal service is in crisis. Will it survive? Perhaps only at the moment because online shopping has been keeping it afloat but many of those companies have moved to other suppliers after the recent strike action. We will eventually see the death of the huge volume direct mail industry we all know and love. Well, maybe love isn’t quite the right word, but direct mail has always been a huge source of fundraising income for charities, so this presents the sector with quite a challenge.
  • Kindle sales are soaring. This surely means the demise of printed books? Perhaps not for a while, but It will happen.
  • The world has moved on. We have a proliferation of social media available to us. These just a few of them – and for each one shown on here, there are several more alternatives and more in development(!). They allow us to create our own content, share information, resources, photos, videos and points of view, collaborate on documents and projects – with anyone, anywhere in the world. This is not just with people we know, but complete strangers too (or, rather, people we didn’t know, and wouldn’t have had the opportunity to connect with, before!). The degree with which we are able to connect with others is unprecedented in history - and we are much more empowered as a result.
  • The mobile revolution means we can surf the web on our phones, whenever and wherever we are.
  • … using a range of applications created to make using social media really easy. Everything is on demand now – and it’s making us more demanding as consumers – so you and your organisation need to be where your audiences are, when they are , delivering to that demand.
  • They are simply tools to communicate with – or channels to communicate through. We shouldn’t get too hung up about the technology. We should just remember this is all about people and communication – and they’re things we all understand.
  • Newspapers are an example of this
  • This is not just you talking to many, but the many talking to many more – with you, about you, or otherwise
  • We can see Macmillan creating, and taking part in, these dialogues and conversations really well in this example – look at all of the engagement with other Twitter users
  • An enormous range of things… These are just some examples – not an exhaustive list
  • And much more
  • This just goes to show the potential that Facebook has for fundraising
  • If you really need more proof, look how highly social sites rank in UK and global visits
  • People’s behaviour is changing – their expectations are different, they have more choice, they consume messages and media in a different way – when and how they want to. They are more empowered and can get information from so many sources now. If you don’t provide what they need, or someone is providing better, they will go elsewhere.
  • … and huge amount of opportunity to tailor our information sources and experiences our own needs. This is evidenced by the way business cards are starting to look…
  • … and we’re starting to host them online now, too – to help people connect with us there. Charities need to be in all of the places that we are, for us to be able to find, and choose to have engagement with, them.
  • To change
  • And, best of all , unlike most forms of media that help us reach large numbers of people, they’re FREE! That should be really interesting to charities.
  • Online communities of support
  • Communities of activists and supporters
  • Providing support and information – and reaching out to those that need them where they are online (e.g. Bebo, Facebook)
  • Outreach for awareness and supporter acquisition
  • Campaigning WWF Australia’s Save The Coral Sea campaign Check out their Fish-o-matic application, that encourages people to sign the petition…
  • And they have a dedicated Twitter profile, called fishomatic that tweets a unique URL for your fish, to drive traffic to the site. This is very cute, but the Twitter account is next to useless if they’re not going to invest a little bit of time on outreach – there are so few followers and they’re not following anyone, and all of the tweets are automated, so there’s nothing to engage with here once you’ve signed the petition and it’s tweeted your fish. Still, you can begin to see how Twitter can be used in all sorts of different ways.
  • They are great users of, and experimenters with, social media. Do a great job of integrating between platforms, including their website. Their CEO even blogs! Here’s an example on Twitter – note the conversations, the friendly, engaging tone, the number of followers and people they are following.
  • And YouTube…
  • Look at all of those positive, supportive comments on YouTube
  • And Facebook… Again, look at the number of fans and the messages on the wall – lots of positive engagement
  • They have had so much press coverage and have supporters worldwide, despite not being a known brand Have achieved almost all of this through social media: http://www.telegraph.co.uk/earth/main.jhtml?xml=/earth/2008/03/03/eamasai103.xml
  • Many charities in the UK doubt whether social media can be used for fundraising, but Mara Triangle were one of the first to prove it can!
  • This is not going to go away, so: Stop procrastinating, stop finding excuses Start seizing the opportunities!
  • Engage and Connect with Social Media

    1. 1. LVSC Cascade Conference, 13 January 2010 Engage and Connect with Social Media
    2. 2. <ul><li>Who uses social media? </li></ul>
    3. 3. <ul><li>What are social media? </li></ul><ul><li>Why use social media? </li></ul><ul><li>Who uses them? </li></ul><ul><li>What can we use them for? </li></ul><ul><li>What can we expect? </li></ul><ul><li>Where should we start? </li></ul>
    4. 4. Is this really important?
    5. 5. <ul><li>Print media are dying </li></ul>
    6. 6. ABC figures 2000-2009 Source Guardian.co.uk/media
    7. 8. <ul><li>Digital media are diversifying and thriving </li></ul>
    8. 13. What are social media?
    9. 14. Tools to communicate with
    10. 15. Why are they different?
    11. 16. The old way: Broadcast media = Monologues One to many
    12. 18. The new: Social media = Dialogues Many to many
    13. 20. What aren’t they?
    14. 21. Marketing channels Somewhere to press release to All about you
    15. 22. What different types of social media are there? <ul><li>Photo sharing Flickr, Picasaweb </li></ul><ul><li>Video sharing Vimeo, YouTube, Flickr </li></ul><ul><li>Social networks Facebook, Bebo, MySpace </li></ul><ul><li>Professional LinkedIn, Naymz, Plaxo </li></ul><ul><li>Aggregators Friendfeed, Socialthing! </li></ul><ul><li>Bookmarking StumbledUpon, Digg, Delicious </li></ul><ul><li>Microblogs Twitter, Plurk, Jaiku, Brightkite </li></ul><ul><li>Blogs Typepad, Wordpress, Blogger </li></ul><ul><li>Charity Just Giving, Ammado </li></ul><ul><li>White label Ning and many others </li></ul><ul><li>Wikis Wikipedia, PBwiki </li></ul><ul><li>Bespoke build Buddypress, Plone, Drupal </li></ul><ul><li>Other sharing Amazon, Trip Advisor </li></ul>
    16. 23. What do they allow us to do? <ul><li>Connect </li></ul><ul><li>Communicate </li></ul><ul><li>Create </li></ul><ul><li>Co-create </li></ul><ul><li>Collaborate </li></ul><ul><li>Categorise </li></ul><ul><li>Share </li></ul>Have conversations Reach out Build communities Crowd-source – collect information and wisdom Be heard
    17. 24. Why are they important?
    18. 25. Look at what happened when Just Giving launched their Facebook app:
    19. 26. … and that trend has continued:
    20. 27. More compelling figures... <ul><li>70% of households in UK with Internet access </li></ul><ul><ul><li>18.3 million homes </li></ul></ul><ul><li>Around 26 million users in UK </li></ul><ul><ul><li>350 million users internationally </li></ul></ul><ul><ul><li>Half of Global Top 100 websites have implemented Facebook Connect </li></ul></ul><ul><li>Over 14.6 million unique users in the UK alone </li></ul>Sources: National Statistics, CommScore global, YouTube & Facebook
    21. 28. Source: Hitwise,com/uk, Alexa.com Top 20 Websites in the UK Top 20 Websites internationally <ul><li>Google.com </li></ul><ul><li>Facebook </li></ul><ul><li>YouTube </li></ul><ul><li>Yahoo.com </li></ul><ul><li>Windows Live </li></ul><ul><li>Wikipedia </li></ul><ul><li>Blogger.com </li></ul><ul><li>Baidu.com </li></ul><ul><li>MSN </li></ul><ul><li>Yahoo.co.jp </li></ul><ul><li>QQ.com </li></ul><ul><li>Google.co.in </li></ul><ul><li>Twitter </li></ul><ul><li>MySpace </li></ul><ul><li>Google.cn </li></ul><ul><li>Sina.com.cn </li></ul><ul><li>Google.de </li></ul><ul><li>Amazon.com </li></ul><ul><li>Wordpress.com </li></ul><ul><li>Microsoft.com </li></ul>
    22. 29. <ul><li>We have more choice, and are more empowered, than ever before </li></ul><ul><li>We chose which brands we engage with, how and where that happens </li></ul><ul><li>And they have to fight for our attention </li></ul>
    23. 30. <ul><li>This is the age of </li></ul><ul><li>the individual </li></ul>
    24. 31. We have multi-channel lives [email_address] [email_address] www.facebook.com/me www.lifestream.com/me www.photos.com/me www.MyBlog.com Mobile: 07970 543321
    25. 33. The point is... <ul><li>Social media are important – culturally </li></ul><ul><li>They have changed: </li></ul><ul><ul><li>The online landscape forever </li></ul></ul><ul><ul><li>How people behave & communicate </li></ul></ul><ul><ul><li>How we relate to brands – inc charities </li></ul></ul><ul><ul><li>How we consume media </li></ul></ul><ul><ul><li>How we make decisions </li></ul></ul><ul><ul><li>Our expectations </li></ul></ul><ul><li>And it’s all going to keep changing! </li></ul>
    26. 34. <ul><li>Raising awareness, sharing and spreading important messages </li></ul><ul><li>Adding weight to your organisation’s voice – and amplifying your stakeholders voices </li></ul><ul><li>Providing peer support and motivation </li></ul><ul><li>Involving those affected by issues in developing solutions </li></ul><ul><li>Mobilising people and helping them to take action and create positive change </li></ul><ul><li>Raising funds </li></ul><ul><li>Internal communications </li></ul>How can charities use social media?
    27. 35. More benefits… <ul><li>Collecting stories & testimonials </li></ul><ul><li>Proof of ‘need’ – e.g. for services and funding </li></ul><ul><li>Weight of opinion </li></ul><ul><li>Find out what stakeholders and supporters want </li></ul><ul><li>Provide support – forums, information, resources, peer-to-peer support </li></ul><ul><li>Communicate with existing and new contacts, cost-effectively </li></ul><ul><li>Gaining media coverage </li></ul>
    28. 36. <ul><li>100% Free! </li></ul>
    29. 37. Let’s look at some real-life examples:
    30. 44. Take inspiration, and learn, from: Dogs Trust
    31. 49. For a master class in how to achieve a huge amount with next to nothing: Mara Triangle
    32. 50. <ul><li>A national reserve in Kenya </li></ul><ul><li>Relied on tourism to fund conservation work </li></ul><ul><li>Violence after political elections had detrimental effect on tourism – so they had to start exploring ways to fundraise </li></ul>
    33. 51. <ul><li>Work and issues brought to life on blog </li></ul><ul><li>450 unique visitors each day </li></ul><ul><li>Used to encourage donations </li></ul><ul><li>E.g. $40k raised in March 2008 </li></ul>
    34. 52. <ul><li>Used to post videos of the wildlife and the work </li></ul>
    35. 53. <ul><li>Growing base of contacts </li></ul><ul><li>Content added regularly </li></ul>
    36. 54. <ul><li>Used for updates on the latest news as well as talking to users directly and encouraging donations </li></ul><ul><li>Short, quick, dynamic messages perfect for driving traffic to other URLs </li></ul>
    37. 55. <ul><li>Facebook Cause page </li></ul><ul><li>Hall of fame shows the biggest donors and fundraisers as well as the biggest recruiters of new supporters </li></ul>
    38. 56. <ul><li>An aggregator </li></ul><ul><li>View content from a variety of platforms in one place </li></ul><ul><li>Shows latest activity from Flickr, Facebook, Vimeo, Twitter and blogs </li></ul><ul><li>Convenient way for supporters to keep up-to-date with all of their content through one source </li></ul>
    39. 57. Learning from Mara Triangle: <ul><ul><li>Integration between many social media </li></ul></ul><ul><ul><li>Compelling content: </li></ul></ul><ul><ul><ul><li>Story telling </li></ul></ul></ul><ul><ul><ul><li>Authentic voices </li></ul></ul></ul><ul><ul><ul><li>Emotional </li></ul></ul></ul><ul><ul><li>The mindset: </li></ul></ul><ul><ul><ul><li>Opportunistic </li></ul></ul></ul><ul><ul><ul><li>Proactive </li></ul></ul></ul><ul><ul><li>The experience: </li></ul></ul><ul><ul><ul><li>Authentic </li></ul></ul></ul><ul><ul><ul><li>Satisfying </li></ul></ul></ul><ul><ul><ul><li>Donors understand why funds are needed & can see the positive effect their support has </li></ul></ul></ul>
    40. 58. New rules of engagement <ul><li>No ‘us and them’ – now shared ownership with your supporters and stakeholders </li></ul><ul><li>No more broadcast – now conversation </li></ul><ul><li>No more spin – only transparency </li></ul><ul><li>No more push marketing – now you must draw people to you by being interesting </li></ul><ul><li>Give to get – you need to add value </li></ul><ul><li>Honest dialogue builds relationships </li></ul>
    41. 60. Be part of the evolution! <ul><li>If you want to remain relevant </li></ul><ul><li>To retain and grow your brand awareness </li></ul><ul><li>To reach out to those that need your support </li></ul><ul><li>Make the most of opportunities </li></ul><ul><li>Make sure you don’t fall behind and have to struggle to catch up </li></ul>
    42. 61. Where do we start? <ul><li>Start experimenting and learning </li></ul><ul><li>Need to use to understand tools first </li></ul><ul><li>You don’t have to be ‘perfect’ – accept that you will make some mistakes, but that’s all part of learning </li></ul><ul><li>No need for fully thought-through communications plans at the start </li></ul><ul><ul><li>Be opportunistic and proactive </li></ul></ul>
    43. 62. Three things to do tomorrow <ul><li>Search to establish where people are talking about your charity, cause/s, relevant issues or subjects </li></ul><ul><ul><li>Try samepoint.com or addictomatic.com as well as Google searches </li></ul></ul><ul><li>Set up Google Alerts </li></ul><ul><li>Check similar or partner organisations </li></ul><ul><ul><li>Where do they have a presence? </li></ul></ul><ul><ul><li>What are they doing that you like/ don’t like? </li></ul></ul>
    44. 63. Three things to do by Friday <ul><li>Reserve your profiles wherever you can – e.g. your organisation name, or as close as you can get, on Twitter </li></ul><ul><li>Find out whether there is a plan for social media in your organisation </li></ul><ul><li>If not, get a date in the diary to brainstorm with colleagues to start developing one – hopefully, inspired by what we’ll cover today! </li></ul>
    45. 64. Think strategically <ul><li>Start with your objectives </li></ul><ul><ul><li>How can social media contribute? </li></ul></ul><ul><ul><li>What resources will this require? </li></ul></ul><ul><li>If resources are limited, what can you do with the resources you have? </li></ul><ul><ul><li>Don’t have to use every tool in the box! </li></ul></ul><ul><li>Consider how to integrate with the rest of your (more traditional) activities and channels </li></ul>
    46. 66. Work smarter <ul><li>You shouldn’t have to do everything you did before and social media in addition </li></ul><ul><li>Don’t duplicate effort </li></ul><ul><li>Social media might be able to replace some of the other channels you relied on previously </li></ul>
    47. 67. … not harder <ul><li>Just swap the old ways for the new where that works well for you </li></ul><ul><li>And don’t forget that you can deploy many of your existing assets across social media and make even better use of them </li></ul><ul><ul><li>E.g. Information from press releases, appeals, campaigns, petitions, news stories etc. </li></ul></ul>
    48. 68. When you’re starting out… <ul><li>You might want to continue with all of your existing, tried and tested approaches and experiment with social channels alongside, until you understand them and know what you can achieve with them </li></ul>
    49. 70. Yes you can! <ul><li>Your organisation doesn’t have to be big or wealthy to get great results </li></ul><ul><ul><li>You can punch well above your weight with social media </li></ul></ul><ul><ul><li>Many of the most visible and successful campaigns over the last 18 months have been powered by individuals, not large organisations </li></ul></ul><ul><ul><ul><li>E.g. Rage Against the Machine Christmas No.1 </li></ul></ul></ul>
    50. 71. <ul><li>Connect with me... </li></ul><ul><li>http://twitter.com/rachelbeer </li></ul><ul><li>[email_address] </li></ul><ul><li>www.flickr.com/rachelbeer </li></ul><ul><li>www.linkedin.com/in/rachelbeer </li></ul><ul><li>And most other places! </li></ul><ul><li>Images © Rachel Beer/ iStockphoto </li></ul>