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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':
http://www.slideshare.net/laurawhitehead/cascade-cultivating-your-online-community

And Leah William's presentation on the Women's Resource Centre's Journey into Social Media:
http://www.slideshare.net/leahmouse/womens-resource-centres-journey-into-social-media

Published in: Business, Technology
  • 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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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>

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