General introduction to social media


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I am working with two people from the NHS to help them integrate social media into their work. This is the presentation from the first of a three stage process.
Although they have lots of skills and knowledge this first step is a general introduction, to make sure they have chance to ask questions and share their knowledge with each other. We used it to agree some broad learning goals and specific actions they can take.
Next step is to begin planning specific campaigns as part of their work.
The third step will be to reflect what they've learned and identify new learning goals.
These sessions will be a month or so apart to give them chance to try things out.

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  • How to Choose a Database Mark Walker, SCIP, 01273 234049
  • Some more figures from recent surveys A lot of these people fall into groups that we as third sector organisations are working with A CHOICE ? We could pack up and go home after drawing the conclusion that these people are not using the internet so we don ’ t need to change or service delivery to reach these people with new media. They are happy outside of the circle and we are happy to work with them like that. OR We could look at ways to bring these groups inside the circle and more effective in our work and drive down social exclusion through increased digital inclusion by looking at these tools and ideas? These are the people front line organisation in OUR sector see and are seeking to support every day. We have a responsibility as LIOs to lead by example.
  • Objectives ...Decide what message you want to convey or what campaign to raise Audience ... Don ’ t decide on a social media platform / tool and then ask your supporters to join that platform then support you as they will first be faced with the barrier of accessing the new tool. Instead establish a presence in the platform or using the tool where you already know your target audience are. Strategy ... Have a clear idea of where the use of social media should take you – treat it like any “ traditional ” marketing campaign in this sense. Its about people and their stories. Implement ... See what others are doing, look at similar organisations. Try out tools and websites, sign up for free trials, tell a limited number of supporters at first. Sustain ... Very important. Don ’ t launch and then leave alone! Social networks need to be cultivated, conversations need to be stimulated and people need their questions and points they raise responded to. If this doesn ’ t take place the network will very quickly loose its inertia. Consider writing this “ gardening ” role into someone ’ s job description or recognising it as a key organisational task. Don ’ t be concerned if you feel the need to “ pull the plug ” on a communication idea if its not working. As most social media is free or very low cost this shouldn ’ t have a huge impact financially.
  • General introduction to social media

    1. 1. An introduction to social media Mark Walker, SCIP
    2. 2. Listening Building Relationships Service Delivery and Development PR and Reputation Management Generating Contacts and Leads Consultation and Engagement Loyalty and Retention Web Traffic and SEO Human Resources Recommendations Brand Awareness
    3. 3. Communications Income Generation Services
    4. 4. Outcomes of this session <ul><li>Familiar with key social media platforms </li></ul><ul><li>Familiar with role of social media in communications </li></ul><ul><li>Recognise common barriers and how to address them </li></ul><ul><li>More confident about use of social media in your work </li></ul><ul><li>Identified next steps for you </li></ul>
    5. 5. What you want to learn <ul><li>Exercise </li></ul><ul><li>Post-it notes each </li></ul><ul><li>Confidence in using social media </li></ul><ul><ul><li>Score yourself 0 – 5 </li></ul></ul><ul><ul><li>At work </li></ul></ul><ul><ul><li>At home </li></ul></ul>
    6. 6. What on earth is happening?
    7. 7. Why use social media? <ul><li>Est. 200 million Twitter users March 2011 </li></ul><ul><li>500,000 new Twitters registering users every day </li></ul><ul><li>More than 500 million Facebook accounts </li></ul><ul><li>Est 17 million Britons logged into Facebook in January </li></ul><ul><li>Est. 90 million LinkedIn users in 200 countries </li></ul><ul><li>Average UK visitor spends 10.8 hours per month on social media </li></ul><ul><li>80% of those that read reviews are directly influenced by them i.e. reviews either confirmed initial choice or changed their mind </li></ul><ul><li>78% of web users trust recommendations from other consumers more than adverts </li></ul><ul><li>Sources: New York Times Jan 2011, Econsultancy Internet Statistics Compendium 2010 BBC Jan 2011, Hitwise blog, Richard Sedley Cscape </li></ul>
    8. 9. There are 30 Million people on Facebook in UK in Sept 2011 From
    9. 10. Who is using the internet? <ul><li>Young People </li></ul><ul><li>Older People </li></ul><ul><li>Wealthy People </li></ul><ul><li>Poor People </li></ul><ul><li>People With Disabilities </li></ul><ul><li>Geographic Communities </li></ul><ul><li>Communities of Interest </li></ul><ul><li>Government </li></ul><ul><li>Business </li></ul><ul><li>Individuals </li></ul><ul><li>Your Colleagues </li></ul><ul><li>Your Volunteers </li></ul><ul><li>Your Friends </li></ul><ul><li>Your Family </li></ul><ul><li>Your Funders </li></ul><ul><li>Your Partners </li></ul><ul><li>Your Customers </li></ul><ul><li>Your Competitors </li></ul><ul><li>Your Suppliers </li></ul>
    10. 11. Who doesn ’t use the internet? <ul><li>10 million adults have never used the internet of which 4 million are also socially excluded [PWC 2009] </li></ul><ul><li>Of the 4 million, 39% are over 65, 38% are unemployed and 19% are families with children. </li></ul><ul><li>70% of people living in social housing aren ’ t online – which is 28% of everyone not online [Oxford Internet Survey 2007] </li></ul><ul><li>70% of people over 65 have never used the internet [ONS 08] </li></ul>
    11. 12. What is social media?
    12. 13. Grow bigger ears
    13. 14. Who Can we Hear?
    14. 15. The Sellers?
    15. 16. Or the Buyers?
    16. 17. Listen and learn <ul><ul><li>Image from by </li></ul></ul><ul><ul><li>Melvin Gaal ( </li></ul></ul>
    17. 18. Be useful http://
    18. 19. Measure and improve Photo by Darren Hester via Flickr
    19. 20. Tuning In
    20. 21. Tuning In: Facebook <ul><li>Use it for </li></ul><ul><li>Interaction/Sharing </li></ul><ul><li>Promotion </li></ul><ul><li>Campaigns/Influence </li></ul><ul><li>Service Delivery </li></ul><ul><li>Fundraising </li></ul><ul><li>News </li></ul><ul><li>Events </li></ul><ul><li>Consultation </li></ul><ul><li>Questions to ask </li></ul><ul><li>Groups vs Fan Pages </li></ul><ul><li>Frequency/Workload </li></ul><ul><li>Privacy </li></ul><ul><li>Personal profiles </li></ul><ul><ul><li>Staff, volunteers, service users </li></ul></ul><ul><li>Measurement </li></ul><ul><ul><li>Quantity vs quality </li></ul></ul>
    21. 22. Tuning In: Facebook
    22. 23. Tuning In: Tweetdeck
    23. 24. Tuning In: YouTube <ul><li>Use it for </li></ul><ul><li>Explaining </li></ul><ul><li>Telling stories </li></ul><ul><li>Fundraising </li></ul><ul><li>Learning </li></ul><ul><li>Questions to ask </li></ul><ul><li>Which audience is it relevant to? </li></ul><ul><li>How will you produce content? </li></ul><ul><li>How frequently? </li></ul><ul><li>Who and when? </li></ul><ul><li>Measurement </li></ul>
    24. 25. Tuning In: YouTube
    25. 26. Tuning In: LinkedIn <ul><li>Use it for </li></ul><ul><li>Learning </li></ul><ul><li>Building relationships </li></ul><ul><li>Peer networks </li></ul><ul><li>Questions to ask </li></ul><ul><li>Who else is on it? </li></ul><ul><li>What are they using it for? </li></ul><ul><li>Where can I ask questions? </li></ul>
    26. 27. Tuning In: LinkedIn
    27. 28. Getting the right mix
    28. 29. Possible Benefits of Social Media <ul><li>The Halo Effect </li></ul><ul><li>Awareness </li></ul><ul><li>Reputation </li></ul><ul><li>Transparency </li></ul><ul><li>Word of mouth </li></ul><ul><li>Empowering </li></ul><ul><li>Advantage </li></ul><ul><li>Intelligence </li></ul><ul><li>Timely </li></ul><ul><li>Collaborative </li></ul><ul><li>Cost-effective </li></ul><ul><li>Sustainable </li></ul>
    29. 30. The communications mix <ul><li>Offline </li></ul><ul><li>Newsletter </li></ul><ul><li>Leaflets </li></ul><ul><li>Annual Report </li></ul><ul><li>Postcards </li></ul><ul><li>Events </li></ul><ul><li>Exhibitions </li></ul><ul><li>Face-to-face </li></ul><ul><li>DVD/CD </li></ul><ul><li>Online </li></ul><ul><li>Website </li></ul><ul><li>Email newsletter </li></ul><ul><li>Facebook Fan Page </li></ul><ul><li>YouTube Channel </li></ul><ul><li>Twitter </li></ul><ul><li>Podcast </li></ul>
    30. 31. Your Website <ul><li>Use it for </li></ul><ul><li>Explaining </li></ul><ul><li>Telling stories </li></ul><ul><li>Fundraising </li></ul><ul><li>News </li></ul><ul><li>Events </li></ul><ul><li>Opinion </li></ul><ul><li>Campaigning/Influence </li></ul><ul><li>Questions to ask </li></ul><ul><li>Who uses our site? </li></ul><ul><li>What do they use it for? </li></ul><ul><li>Up to date + accurate? </li></ul><ul><li>Can we easily update it ourselves? </li></ul><ul><li>Who can update it/when? </li></ul><ul><li>Calls to action? </li></ul><ul><li>Feedback mechanisms? </li></ul>
    31. 32. Think internet first <ul><li>Low cost </li></ul><ul><li>High impact </li></ul><ul><li>Built for sharing </li></ul><ul><li>Diverse </li></ul><ul><li>Engaging </li></ul><ul><li>Always on </li></ul><ul><li>Flexible, dynamic </li></ul><ul><li>Empowering </li></ul>
    32. 33. Getting to grips with social media
    33. 34. Possible Barriers <ul><li>Time </li></ul><ul><li>Instead of? </li></ul><ul><li>Or as well as? </li></ul><ul><li>Skills </li></ul><ul><li>Planning and delivery </li></ul><ul><li>Culture </li></ul><ul><li>Your own preferences </li></ul><ul><li>Your organisation </li></ul>
    34. 35. <ul><li>20 minute steps </li></ul><ul><ul><li>Check out who ’s doing what </li></ul></ul><ul><ul><li>TweetDeck </li></ul></ul><ul><ul><li>Tidy up your LinkedIn profile </li></ul></ul><ul><ul><li>Research </li></ul></ul><ul><ul><li>Keywords </li></ul></ul><ul><ul><li>Read a book </li></ul></ul><ul><ul><li>Talk to colleagues </li></ul></ul><ul><ul><li>Image from by Leo Reynolds </li></ul></ul>Find the time!
    35. 36. Useful Guides <ul><li> </li></ul><ul><ul><li>Twitter 101 </li></ul></ul><ul><ul><li>What is Social Media? </li></ul></ul><ul><li> </li></ul><ul><ul><li>Download Marketing Guides </li></ul></ul><ul><li>Me and My Web Shadow </li></ul><ul><ul><li>Buy it online at </li></ul></ul>
    36. 37. Who can help? <ul><li> scipmark </li></ul><ul><li>Hashtag #nhssm </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>Social media planning guide </li></ul><ul><ul><li> </li></ul></ul>
    37. 38. Communications Income Generation Services