110329 Surrey Community Action: Social media planning


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Notes for a one-day workshop delivered in Leatherhead for Surrey Community Action on Tuesday 29 March 2011

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110329 Surrey Community Action: Social media planning

  1. 1. Introduction to social media<br />Mark Walker, SCIP<br />Regional ICT Champion for the South East<br />
  2. 2. Communications<br />Better Services<br />Fundraising<br />
  3. 3. About this session<br /><ul><li>Introduction to social media
  4. 4. Grow bigger ears
  5. 5. Planning your campaigns
  6. 6. Your social media policy</li></li></ul><li>Who uses social media?<br />There are 28.5 Million people on Facebook in UK in Jan 2011<br />From www.checkfacebook.com<br />
  7. 7. Who is using the internet?<br />Young People<br />Older People<br />Wealthy People<br />Poor People<br />People With Disabilities<br />Geographic Communities<br />Communities of Interest<br />Government<br />Business<br />Individuals<br />Your Colleagues<br />Your Volunteers<br />Your Friends<br />Your Family<br />Your Funders<br />Your Partners<br />Your Customers<br />Your Competitors<br />Your Suppliers<br />
  8. 8. Who doesn’t use the internet?<br />10 million adults have never used the internet of which 4 million are also socially excluded [PWC 2009]<br />Of the 4 million, 39% are over 65, 38% are unemployed and 19% are families with children.<br />70% of people living in social housing aren’t online – which is 28% of everyone not online [Oxford Internet Survey 2007] <br />70% of people over 65 have never used the internet [ONS 08] <br />
  9. 9. A new fundraising challenge<br />What we’re used to<br />One application @ £1,000s<br />What we need to learn<br />100s of donations @ £10<br />
  10. 10. Charity Water<br />
  11. 11. Grow bigger ears<br />
  12. 12. Who Can we Hear?<br />
  13. 13. The Sellers?<br />
  14. 14. Or the Buyers?<br />
  15. 15. Tuning in<br />http://www.flickr.com/photos/richevenhouse/2012636456<br />
  16. 16. Tweetdeck<br />http://www.flickr.com/photos/richevenhouse/2012636456<br />
  17. 17. Be useful<br />http://www.flickr.com/photos/richevenhouse/2012636456<br />
  18. 18. amaze Brighton<br />
  19. 19. The Problem<br /> The Solution<br /><ul><li>Too Many Choices
  20. 20. Too Little Time
  21. 21. Too Little Direction
  22. 22. Evidence
  23. 23. Patience
  24. 24. Focus
  25. 25. Routine
  26. 26. Measurement</li></ul>Getting a Grip<br />
  27. 27. Plan your campaigns<br /><ul><li>Identify events in next few months
  28. 28. Focus on your audience’s needs
  29. 29. Use social media as part of a mix
  30. 30. Link your overall goals to short term targets
  31. 31. Agree a social media policy</li></li></ul><li>Sharing your stories<br />Online<br />Your website<br />Facebook Fan Page<br />YouTube Channel<br />Twitter<br />Podcast<br />Offline<br />Annual Report<br />Newsletter<br />Leaflets<br />Postcards<br />Events and Exhibitions<br />Face-to-face<br />DVD/CD<br />
  32. 32. Planning your campaigns<br />Who are your target audience?<br />How do you listen to them?<br />Whose voice do they want to hear?<br />How will you gather stories?<br />How will you share stories?<br />How will measure the response?<br />What will you do next?<br />
  33. 33. Think internet first<br />Low cost, high impact<br />Share your stories<br />Hear other voices<br />Always on<br />Flexible, dynamic<br />
  34. 34. How to use social media<br /><ul><li>Twitter: announce what you’re doing/ask questions
  35. 35. Blog: engage the audience, explain yourself
  36. 36. Facebook: invite friends, build community
  37. 37. Youtube: show who you are, explain yourself
  38. 38. LinkedIn: ask questions, share knowledge
  39. 39. Surveymonkey: ask what they want</li></li></ul><li>How long does it take?<br />
  40. 40. <ul><li>Use a spreadsheet
  41. 41. Measure what you can
  42. 42. Do it often
  43. 43. Look for patterns
  44. 44. Share and learn together</li></ul>Measure and improve<br />http://www.flickr.com/photos/stevenraymondparker/127399509<br />
  45. 45. Exercise 1: Planning your campaigns<br />Charnworth Youth Club<br />Youth Club Revamp<br />We want people who live in the area to know more about what we do to help young people so that they will give us their money and their help to revamp the youth club<br />Our goal is to raise £500 plus 50 new Facebook fans by the end of May<br />What shall we do?<br />Write a plan for a fundraising campaign<br />What role can social media play?<br />Who will you target using social media?<br />Which social media will you use?<br />Why is social media relevant?<br />How will you measure what works?<br />
  46. 46. What do you need?<br />Computer/internet<br />Storytelling skills<br />Fundraising skills<br />Technical help<br />Video camera + mic<br />A website or blog<br />Facebook Fan Page<br />YouTube account<br />Twitter account<br />JustGiving account<br />Luck + perseverance…<br />
  47. 47. Exercise 2: Plan your own mini-campaign<br />Goals<br />Audience<br />Research<br />Messages <br />Budget<br />Schedule<br />Delivery<br />Measurement<br />
  48. 48. Find out more<br />Small steps<br />Work together on a social media policy<br />Not the person with the most Facebook friends<br />Download the Social Media Guide<br />www.ictchampions.org.uk/downloads<br />NCVO Guide to Integrating Social Media<br />http://bit.ly/gOAn7k<br />Download Tweetdeck<br />Spend 30 mins a day doing something<br />
  49. 49. What can I do in 30 minutes a day?<br />Use Tweetdeck to listen <br />Plan a mini-campaign<br />Search Facebook and YouTube for ideas<br />Plan a social media policy team session<br />Measure your key data<br />Update your keywords list<br />Edit a video<br />
  50. 50. Good luck!<br />This workshop is based on the work of:<br />Mark Walker @scipmark 01273 234049<br />www.seictchampion.org.uk<br />www.slideshare.net/scipmark<br />