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A sample of some of my Social Media workshop material, taken from a course delivered at Birmingham VSC.

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  1. 1. Social Media Workshop – BVSC, 9th November 2010 Rob Weaver, Development Director,
  2. 2. Agenda  What is Social Media?  Best Known Social Media  Benefits of Social Media  Will Social Media be useful for your organisation?  Aligning your use of social media with the objectives of your organisation  Next Steps & Getting Started
  3. 3. What is Social Media?
  4. 4. Social Media is... • An email with a cc to the world • Your radio phone-in programme • Your chance to be an author, film maker, interviewer and archivist. • Brilliant if done well. • Marketing done badly. • The 21st Century equivalent of the gold rush • Accessible • A range of conversations • No replacement for ‘offline contact’ but it does extend your reach.
  5. 5. Best Known Social Media
  6. 6. Best Practice: RSS • Make it easy for people to subscribe to your new content. Set up an RSS feed! • What is RSS? • Feedburner: Need an RSS feed? Quick and Easy How-to: Set up a blog, which will enable your audience to follow updates and info from your organisation Need an RSS feed? Quick and Easy How-to: Set up a blog, which will enable your audience to follow updates and info from your organisation
  7. 7. Best Practice: Blogging • Set up a blog at or • Share the link to your blog on your website as well as affiliated websites • Wordpress and Blogger will give you an RSS feed that can be used by your readers • Keep stories short – and current
  8. 8. Best Practice: Sharing • Set up a social sharing service for your social network site (i.e., your website, blog, Facebook, YouTube and more . . . ) • Provides a way for your audience to share your content with their own communities • Social sharing services include: – Share This: – AddThis: – FriendFeed:
  9. 9. Best Practice: Twitter 5 Easy Things To Do Daily: • Check most recent @replies • Review latest conversation thread • Join the conversation, for example: – Share a link – Post an event – Respond to a comment • Search for keyword-based conversations • Chat with (not at) people
  10. 10. Twitter Tips for Following: It’s easy to want to follow everyone and build up a large community, but quantity does not necessarily mean quality. Before you follow, review the user’s: • Bio section. Is it complete? • Website link. Does their website/blog look reputable? • Following to follower ratio. Do they have roughly the same number (or more) of followers in comparison to the number of people they follow? Or are they a celebrity? • Tweets. Are they offer valuable information or dialogue? Would you want to be a part of their community or would you want them to be a part of yours? • Red Flag: Users who follow a high number of people (in comparison to followers) are usually spammers
  11. 11. Tips for Creating Content • Promote and talk about the issue, and – Listen to community concerns – Share and comment on their stories • Share expertise and information • Establish reputation and expertise • Focus on a call to action, including: – Announce events – Prose questions to the community – Options for volunteer involvement • 70-20-10 Engagement Model: – 70% sharing other voices, opinions and tools – 20% responding, connecting, collaboration and co-creation – 10% promoting and/or chit-chatting [70-20-10 Engagement Model courtesy of David Dombrosky’s presentation Social Media And Social Networks From Experiment To Strategy]
  12. 12. Tips for Having a Conversation • @ Reply: a comment or reply to a specific user. To do: start with @username - and insert comment specific to that user • Re-tweet (RT): a comment tweeted by another user, but you would like to share. To do: start with or include RT @username - and then the users comment that you'd like to share • Direct Message (DM): a private message between two users, but you must be following one another for the functionality to be enabled • @ Reply v. Direct Message: to many (public), to one (private)
  13. 13. Tip: Download TweetDeck • Download TweetDeck • It's easy to use • Helps you make Twitter more time efficient and manageable • Customised columns make it easier to follow the conversation and keep track of conversations • Saved searches helps you remain aware of conversations that contain keywords specific to you • PC and Mac compatible, also iPhone/Blackberry versions available for quick mobile use
  14. 14. TweetDeck:
  15. 15. Best Practice: LinkedIn • Join/start groups – Strengthens expert status – Post relevant news, topics, articles and events – Ask (and answer!) questions – Start Conversations • Create your own group – Your staff, clients, funders as a group? – Professional expertise areas – Allow you to state group profile and appoint owner/manager as well as track ‘members’ of the group – There is a distinction between ‘connections’ and ‘followers’ – You can control who joins and how requests to join are responded to
  16. 16. Best Practice: Facebook • Set-up a Facebook Page: – Provides analytics – Enables Fans to share your content with their Facebook friends • Allow fans/supporters to create Groups • Use Events to generate visibility • Use Causes for donations or visibility • Additional Tips: – Profiles are for People – Use Groups for Controlled Membership – Use Events to Generate Attendance
  17. 17. Best Practice: YouTube • Set-up a non-profit channel • Buy a Flip Mino video camera • Produce member video spotlights • Upload to YouTube and share on your website or social network (Facebook, Twitter, etc.) • Make time to respond to comments • Tag your videos with keywords
  18. 18. Best Practice: Flickr • Start your own group and actively try and promote it. Search flickr and see if there are users that might want to join your group. • Build up you flickr contacts, invite your clients to join you on flickr. Make sure your portfolio page is filled in and provides links to your websites. • Make sure your account photos are organized into sets. • Make sure your photos are optimized with correct title’, tags and a descriptions • Do not try and sell a product or service using flickr otherwise your account will be deleted. • When you find a flickr user that has great photos, go to their profile page and write them a testimonial. • Your business name can be the username for the account
  19. 19. The Benefits of Social Media
  20. 20. Tailored for the Voluntary Sector (1) • Spreading the word. Getting your organisation or campaign better known. It helps to build your ‘brand’, who you are, what you do and why. • Create a following. It gives people the opportunity to identify with a cause and to feel involved. • Developing a central networking place which in turn allows you to be more efficient and effective in your communication. • Providing a personal face to your organisation. That personal connection gives a much better feel for your organisation than what can be a rather faceless brand.
  21. 21. Tailored for the Voluntary Sector (2) • Gathering information. It isn’t just about you getting your message out there. Social networks are social. They are as much about listening as talking, receiving as giving. • Building communities. Far from the internet breaking down community life, the effects (particularly of social networking) are the opposite with people coming together more both on and offline. • Updated Information. Social networking is all about what is happening now. It helps you to keep up to date and to keep others up to date
  22. 22. Basic Metrics
  23. 23. Will Social Media be useful for your organisation?
  24. 24. Identify your Success Criteria • Sales • Visits to Website • Awareness • Engagement • Profile
  25. 25. A Reality Check
  26. 26. A Reality Check
  27. 27. Part I: Create a Social Media Strategy • Determine who will manage your online identity & accounts: – Executive staff – Marketing department – Younger staff members • Determine time & resources available to spend on social media activities • Establish internal policies and procedures around social media use that are agreed upon by the organization • Develop user guidelines that state your expectations when others comment and what you as an organization deem appropriate as well as inappropriate
  28. 28. Part II: Measure Success • Set up analytics for your website as well as other types of analytics for your blog and other social media to measure traffic to your content • Examples: – that tracks link analytics – –
  29. 29. Time Management: • Already swamped? Not sure how to fit social media into your already hectic day? Here are three time-based options: • 15 – 30 min/day: respond and publish • 30 min – 1 hr/day: monitor, respond, and publish • 1 hr or more a day: lurk, monitor, respond, and publish
  30. 30. Option 1: 15 – 30 mins per day Respond and publish: • Respond to Facebook, Twitter and other social media messages received and find ways to engage with your constituents • Publish new content: – Post a link from your website to Facebook – Cross‐post on Twitter • Share community links from members or organisational partners
  31. 31. Option 2: 30 min – 1 hr Monitor, respond, and publish: • See Option #1 and the following: • Set up and monitor Google Alerts: • Set up RSS feeds in Google Reader: • Google yourself and your organisation!
  32. 32. Option 3: 1 hr or more Lurk, monitor, respond and publish: • See Option 1 & 2 and the following: • Check your Twitter feed throughout the day: – Twitter tools: TweetDeck – More Twitter tools on • Spend time online where conversations are happening • Spend time with content produced by your members and future constituents and respond to them
  33. 33. Aligning your use of social media with the objectives of your organisation
  34. 34. Before you Start • Listen to your audience and learn how they communicate before you engage with them • Know which kind of tools your clients, and desired audience, are using • Understand that not all clients maybe using the same kind of tools • Identify the communication preferences and expectations of your audience (i.e., do they prefer weekly email updates or do they want to know that there will be something new on your blog each day). • Don’t use tools they’re not using!
  35. 35. Before you Start (2) It’s tempting to jump right into social media and set up a myriad of accounts, but before you begin be sure to: • Determine your organisation’s goals • Develop a communications plan • Know how to reach your audience
  36. 36. Sample Social Media Workflow: • Step 1: Publish an editorial, personal story or research piece to website or blog • Step 2: Shorten the link to the published piece using • Step 3: Share the shorten link on Twitter • Step 4: Share the link on Facebook • Step 5: Measure success using, Google Analytics or • Step 6: Note any lessons learned (i.e., was it viewed more on Twitter or on Facebook? Was the topic interesting to your online community? Was it re-tweeted or shared by others on Facebook or blogged about)
  37. 37. Next Steps & Getting Started
  38. 38. Next Steps Options: • Create a Social Media Strategy • Learn How to Measure Success • Develop Policy and Procedures • Play! Setup a Personal Account • Connect to Friends, Family & Colleagues • Take Time to Become Familiar with Tools
  39. 39. What Are Your Next Steps? • Please take 5-10 minutes to think about 1-3 solid next steps that you will take. • Share your next steps with someone sitting close by and be prepared to share them with the group.
  40. 40. Conclusion Remember that blogs, social networks and other social media platforms are just tools – and tools are only as good as their users: – Take your time learning how to use the tools effectively – Identify which tools work for you and the needs of your organization – Respect your capacity and the resource/time capacity of your organisation – Be flexible and adapt to the tools that are the most valuable to your community members and intended audience(s)
  41. 41. Resources (U.S. but good) • [Twitter] Step-by-Step: How to Set Up A Nonprofit Listening Post - how-to-set-up-a-nonprofit-listening-post-twitter-part-1-.html • [ROI] Is It Worth It? An ROI Calculator for Social Network Campaigns - calculator • [ROI] The ROI of Social Media - • [Facebook] Using Facebook for Your Nonprofit - • •
  42. 42. More of this? • We work with key decision makers on FIVE questions in order that a social media strategy can be formulated: – What are you business trying to achieve? – What specific goals can social media help you with? – How do your clients use social media? – How do you make the time to manage your social media presence? – What infrastructure do you need to have in place? • If your organisation has 5-249 employees you may be eligible for a DDP discretionary grant of up to £1,000 towards the cost of our services.
  43. 43. Rob Weaver Development Director C3 Connected Consulting 0121 422 5300/07792 244614