This document discusses using social media to help achieve organizational goals for marketing, fundraising, and productivity. It provides examples of how different social media tools like Facebook, Twitter, and blogs can be used for each purpose. It also addresses concerns about using social media and emphasizes that the tools should support communication goals rather than replace in-person engagement.

1. Technology Try-Out

2. Good Morning and House Keeping

3. Collaboratively developed and delivered by

4. “ Social Media. They get all excited about gleaming technology and clever gizmos. They talk in acronyms and begin sentences with: “Did you know you can..” The rest of us just want to get on with campaigning, fundraising or service delivery. We want to talk about the people we work with, the communities we’re in and the issues we’re passionate about. We want to find and talk to people who can help us get change, deliver services or make a difference”. Well, Social Media is about all that, telling stories and having conversations, having a space to do that … it just happens that the space is on a computer. (From ‘How to use New Media’ - Media Trust).

5. What we are going to do today Do some networking Find out what social media is and why its important Look at current communications methods Make a plan for good social media use Think about the best way to communicate See how other organisations benefit from using social media Try out and even join some social media websites Have fun ! http://www.flickr.com/photos/virtuatron/

6. Finding Out – Networking and Communications

7. Lets play a game!

8. What is Social Media and why is it relevant

9. Old media - Web 1.0 . . . . . static websites with no interaction, text heavy content. Information was just fed TO viewers (Others – if you dare!)

10. New media - Web 2.0 ... . . is interactive websites, open comments allowed, conversations and social networking WITH viewers encouraged

11. Rise of ‘Homo Interconnecticus’ - 2009 was the Year of Social Media Facebook use in the UK is now 23 million , a third of the population, up from a fifth in 2008 In Jan 2010 Facebook had more global visitors than Google Youtube is the second most popular search engine Research claims Social Networking is slowly replacing email Statistics show 25% of users are aged between 35 – 44 and that 96% of those aged 18 – 35 are on at least one social network site. There is a steady growth in access to social networks by Smartphone – Facebook mobile traffic has increased globally by 100% in the last 6 months. The story so far... See 52 Facts for more!

12. Age Distribution by Social Network site Users: Twitter - 25-34yrs (33%) Facebook - 18-34yrs (50%) (US Pingdom Research Feb 2010)

13. 1/3 of the country and more than 50% of internet users are on Facebook Includes 3/4 of Londoners 3.5 billion pieces of content shared per week The most popular place for Facebook users .... Is Sunderland

14. Use of social networks and blogs now accounts for almost 23% of time spent on the internet in the UK, which is a 159% increase over the last 3 years. (‘Other’ is largely made up of Online Banking & Job Searches)

15. The internet as a friendly conversation The art of conversation is to listen more than you talk – it’s a two way process Read and Listen – find out what is happening already Link and Share – and link again! Its these links that keep the conversation flowing Comment and Feedback – agree or disagree, this is what builds communities around a topic Say Thank You – as social media is more about the links, introductions and relationships than the technology ... (so thank you to @podnosh for inspiring this slide!) Be Helpful – share what you have and you’ll be amazed when you get back! (http://podnosh.com/social-media-help/what-makes-the-web-social/)

16. Social networks are different to broadcast media Social networks are relational not transactional tools. Social media rewards Generosity Other-centeredness Helpfulness 20-to-1 rule you should make 20 relational deposits for every marketing withdrawal

17. Gain new volunteers and donors - Dogs Trust, Whizz Kidz, Milton Keynes Make a Difference Virally promote your cause or brand – i-volunteer.org.uk, Bullying UK Campaign - NUS persuaded HSBC to drop high charges on student overdrafts after getting support of 5,000 Facebook users, Busts For Justice forced Marks & Spencer to change their pricing policy on larger size Bras following a mainstream Facebook campaign of 30,000 people Cheap or free to use – main cost is time Easier to engage with stakeholders Why are they relevant?

18. 2010 our research found that less than 25% were using social networking services (SNS) Main barriers: Lack of knowledge/confidence Lack of business case Access – either connection or equipment weren’t suitable Perceived risk of mixing personal and professional networking In the 2010 Idealware survey, 38% said they would look for a Facebook page for an organization they were considering volunteering Voluntary sector usage...

19. 28 (23.9%) 35 (29.9%) 47 (40.2%) 7 (6.0%) 0 (0.0%) NAVCA Survey 117 Chief Officers - June 2010

20. When asked what organisations had on their website: 20% - online picture and media storage 15% - RSS feeds 10% - Podcasts But when asked about external social media sites used: 17% - Facebook for their cause 9% - Youtube 7% - Flickr [nfpSynergy – Virtual Promise 2008 (groups with <£1m turnover)]

21. 2009 after our 1 st round of NSS training Prior to training, 35% had a profile on at least one social network After training, 80% had a profile on at least one social network 15% are also blogging Voluntary sector usage...

22. Social networking should never simply replace face to face communication Although 30.1million people access the internet every day (ONS 2010), 9.1 million people have never used it Of the 9.1 million just 2% of those earning above £41k don’t use the internet, for those earning less than £10k this rises to 31% Similarly just 2% of those with a degree level qualification don’t use the internet, rising to 55% of those with no qualifications The largest group of ‘non-users’ (5.3 million) are in the social grouping C2DE and aged over 55. The ‘ www.raceonline2012.org’ campaign is working to help these people get online Not everyone chooses to use the internet

23. Away from urban areas there can be difficulties with connectivity (33% < 2mbps in Penrith & Borders) Rural communities in parts of Lancashire / Cumbria adopting the JFDI fibre to the home principal. Open up access to public networks and use £200m from digital switchover for community broadband. Cumbria as a model – Ed Vaisey MP Those in BME networks or from communities without English as a first language should not be disadvantaged either. Stats from a V4CE survey in March 2010. 43% were put off using social media due to confusing jargon 75% of people in BME communities don’t use internet regularly 26% of BME Support Organisations use Social Media in their work Not everyone can use the internet

25. Refreshment Break

26. Social Media Planning Guide “ So you think you want to use Social Media”

28. The voluntary sector problem Where to start Capacity Knowledge Time Cost Type of guidance available

29. The experiment “ To develop a guide for VCOs to use to enable them to set up and implement a social media strategy, if relevant, which will help them to achieve their goals” #socialmediavco Find out about the most common social media tools Explore if and how they may be useful in helping local VCOs in Yorkshire & The Humber to achieve its goals

30. The steps O bjectives – What do you want to do? A udience – Who are they? Where are they? S trategy – Pick a guided plan with a path that fits I mplement - Match to right social networking tool S ustain – Engage & converse, monitor & revise OASIS was developed by @JohnSheridan [email_address]

31. Needs first, then tools O bjectives – what do you want to achieve <Guide – Page 6 – Benefits Q1 and Q2>

32. If you build it, they won’t come A udience – Who are they? – Where are they? <Guide – Page 7 – Is it suitable? Question 2>

33. The guide Step 1 – Establish if Social media is right for you What is your organisation trying to achieve? What are the goals you think social media might be able to help you with? Do you already have a website that you can update yourself? Are any of your target audiences already using social media (or are likely to soon)? Have you got the time?

34. Yes? It is likely that social media will make a significant difference to your organisation No? Think carefully if this is the right time for you to be spending time on this area. So, Is Social Media right for your organisation?

35. Communication messages

36. What is the message? The Social Media Planning Guide covers the steps to using social media ... We know WHO we are talking to Now need to look at WHAT we are saying Find out the most suitable communication method and best WAY to say it

37. What communication types do you use? And why

38. How do you choose…. You want to apply for a job? You want to complain You want to market your organisation You want to reduce the costs of missed appointments You want to find people to get involved You want to share information

39. What communication types is most effective? How much does it cost?

40. Driving people to your website should be an essential part of your communications strategy (not driving / forcing people, but making site something people WANT to visit) Message - clear and unambiguous, your web site is often now the first public face of your organisation Tone – get this right and match for your audience Context – if you can’t add value to a conversation maybe don’t say anything at all! Frequent updates & blogs will keep your site fresh and interesting Include your website on all communications Decide what you are going to say

41. Addressing concerns about communication on the social web Don’t worry that it’s not finished – a half formed blog post can be more inspiring and create a bigger conversation than a polished piece. Don’t pretend to be someone you aren’t – the social web is about individuals not corporate viewpoints. You’ll find your voice weakened if you ‘spin’ ... And others will see through it! Don’t worry you are in a vacuum – follow the tips, linking, connecting and conversing and soon people will do the same for you – it’s true! Don’t measure success by numbers – if you’re reaching the right people it’s quality not quantity that counts Don’t ignore people – they invest time reading what you say so do the same for them. (http://podnosh.com/social-media-help/what-makes-the-web-social/)

42. ACTION Register your organisations name on the popular social media sites. Make sure your organisation is on Google Places Share links – with everyone

43. It’s what you do, not how you do it Marketing – Fundraising - Productivity

44. Social web is an ‘as-well-as’ S trategy - pick a plan with a path that fits <Guide – Pages 8,9,10 - Steps 1 and 2> 1, Pick one goal to pursue 2, Decide who is going to be involved and how much Consider responsible use (Appendix 2)

45. Step 2 – Pick one goal to pursue Pick one goal to pursue Marketing What marketing goals might your organisation have?

46. Which Tools? Which tools do you use to help you to achieve your marketing goals? Why? What problems do you face?

47. Social Media Tools and Marketing Social Media Tools for Marketing Fixed term Information gathering analysing Planning Targeting Questionnaires SurveyMonkey Daily/Weekly Data management Information Central Hub Brand Websites Daily/Weekly News Newsletters Stories/images Discussion Blogs Weekly/Monthly Instructional Engaging Emotional Personal YouTube Daily News Stories/images Campaigns Dialogue Facebook Throughout the day Relationship building Signposting Viral marketing Dialogue Twitter Frequency Marketing uses Social Media

48. To build awareness of Electroville and its services To increase traffic to the website, phone and/or email To build relationships Case Study – Electroville http:// yhictchampion.wordpress.com/category/socialmediavco / Marketing Goals

49. Step 2 – Pick one goal to pursue Pick one goal to pursue Fundraising What fundraising goals might your organisation have?

50. Which Tools? Which tools do you use to help you to achieve your fundraising goals? Why? What problems do you face?

51. Social Media Tools and Fundraising Social Media Tools for Fundraising Ongoing Raising awareness Donating Online Tools - CharityChoice, JustGiving etc Fixed term Information gathering analysing Planning Polling Research SurveyMonkey Daily/Weekly Data management Information Central Hub Fundraising point Websites Daily/Weekly News Newsletters Stories/images Discussion Blogs Daily / Weekly/Monthly News Engaging Emotional Campaign stories YouTube Daily / throughout the day News/updates Stories/images Campaign Recruitment Campaign central Dialogue Facebook Throughout the day Relationship campaign building Signposting Viral campaigning Ongoing story – use of # Twitter Frequency Fundraising uses/effectiveness Social Media

52. Case Study Haworth Cat Rescue Haworth Cat Rescue is an independent charity which runs a re-homing and adoption service for unwanted and stray cats and kittens. 300 cats & kittens a year Feeding Neutering Vets fees Re-housing

53. Fundraising Goals Regular monthly funding to help run the cat shelter Development of new centre fund Promotion and use of online retail shop (under construction) Promote affiliate marketing links with other products and services

54. How they use Social Media Facebook Announcements (new cats etc), stories, relationship building, In for a Pound group, cat picture tags from other Facebook users Website Donation buttons, affiliate links, stories, images Twitter Raising awareness, website traffic Blog New centre appeal, education, donations How they use it

55. Productivity/Support Productivity and Support Using Social Media Tools to help you to achieve your organisation’s goals. Productivity = More efficient, effective, sustainable Do you want to be able to do things better? Productivity Rules Quick – save time Easy to implement and use Make a difference

56. Tools for Productivity/Support Communication Skype , Oovoo , Tokbox , DimDim , ipadio Organising Doodle , Eventbrite , Del.icio.us , Bit.ly Collaboration Google Docs , Dropbox , Huddle , Tom’s Planner All-round useful Jing , PDFCreator , ShrinkPictures , Issuu Which to use?

57. Productivity/Support Communications Using Social Media Tools to help your organisation get it’s message to a wider audience. Start conversations with your supporters and your networks More efficient – electronic messages get passed around social networking sites Less costly to post a message on Twitter or Facebook Instant news and information updates to your followers Use RSS and Google Alerts to stay ahead of developments in your area of interest and build a ‘Listening Dashboard’.

58. Twitter Events AS they happen not AFTER they have happened

59. Twitter Idealware Survey 2010 How often do voluntary sector users of Twitter take action about a cause? People may be hearing about nonprofits and clicking through to their websites to learn more, but these people are also less likely to get involved by volunteering, taking action or donating. Just because you have lots of followers doesn’t mean they’re actually paying attention to what you’re saying. The only way to measure that is to look at how many people click on links, retweet your posts or take action.

60. I asked – “Why does Twitter work for you?” In less than 7 mins I got 7 replies. Twitter keeps me connected to folks I know & helps connect me to new folks & opportunities - also a serendipity engine Great example - I asked if anyone knew where to find the list of NI7 LAs and the CLG webmaster tweeted back the answer Twitter helps me to be connected with people and new developments, and helps to make new connections too Twitter's introduced me to many other organisations with similar goals that I wouldn't have met, & sharing best practice Twitter helps me build & maintain my professional network Keeps me up to speed with others - via my phone - esp important when out of office To keep track of topics/people of interest and discover new topics and people through the first set of people and topics

61. What are other websites saying about your organisation? What are organisations you support saying? See stakeholder reports and funding opportunities as published RSS enabled feeds automatically can be picked up to be read at your leisure in a feed reader (such as Bloglines or Google Reader) without you having to re-visit each website Content aggregated into a single easily readable interface RSS feeds can be converted for email delivery RSS feeds from others can be embedded in your website Listening

62. Tell others what you are doing Easier for supporters (individual and peers) to keep up with your events and news RSS enabled feeds automatically can be picked up to be read at their leisure in a feed reader (such as Bloglines or Google Reader) without them having to re-visit your site RSS feeds can be converted for email delivery RSS feed can be embedded into other organisations websites Commoncraft Video explaining RSS Listening

63. Listening

64. Don’t be daunted by all the tools … … we will look at how to use some of them after lunch.

65. Lunch

66. Social Media tools and local support organisations

67. Remember the steps O bjectives – What do you want to do? A udience – Who are they? Where are they? S trategy – Pick a guided plan with a path that fits I mplement - Match to right social networking tool S ustain – Engage & converse, monitor & revise OASIS was developed by @JohnSheridan [email_address]

68. But new media doesn’t just replace old media I mplement - match right social networking tool <Guide – Pages 11, 12 – Steps 3, 4 and 5> 3, Research (See Appendix 3) 4, Decide on your approach 5, Jump in

69. The main Social Media Types <Guide Appendix 3> An organisations’ activities Which tools are the best Examples of use 1 2 3 4 5 6 7 Also Social Collaboration and Productivity Tools

71. Step 2 – Pick one goal to pursue Use by Local Support & Development Organisations Some examples of how these organisations are using the main Social Media tools

72. Quick and easy to set up and continue to develop (maybe 30 mins a week) Draws people to the website You want feedback from people and want to start conversations Once set up, requires very little work (may take a while to get used to) Spreads awareness Draws people to your website Links to your blog or Facebook page Why these Tools?

73. Online journals - Blogging Visit Commoncraft Video explaining Blogs

74. Twitter – Telford & Wrekin Visit Commoncraft Video explaining Twitter

75. High number of clients/potential clients have Facebook page, but only use if your audience are already there Links to blog Can have separate Facebook page for business activities They have the technology to make it quick and easy It provides them with an extra web presence It gives a face and a personality to your organisation Why these Tools?

76. Social Networking - Facebook Causes Dog’s Trust Busts For Justice VAR

77. Video Sharing – About an LSDO Visit

78. Time Planning – frequency and time needed Every Day (30 mins) Once a Week (45 mins) About Monthly (60 mins) Tweet, re-tweet, check Google Alerts, check RSS reader & reply to comments Write blog post, check analytics, monitor groups & find new people to follow Add video to YouTube, share a resource on-line, create podcast & build profile

79. Time Planning – response expected? Print 7 days 2 weeks Type News travels Reply within Email 7 hours 2 days Twitter 7 seconds 2 minutes Facebook / Blogs 7 minutes 2 hours

80. Social Media in Practice – Now it’s your turn! Surgery session to help you try out any of the tools we’ve talked about Help you register your organisation for the websites you’ve seen Just to answer any more questions you have about social media

81. Blogging and Video Simon 20 minutes to try them out ... then move round for more Productivity Tools Doodle, Eventbrite etc. Pete Facebook Jamie Communications RSS and Twitter Paul

82. Image Sharing - Flickr Visit Commoncraft Video explaining Image Sharing

83. How T3SC use Audio Podcasts Visit ‘ Audacity’ – free software for recording and converting to MP3 to load to the web http:// audacity.sourceforge.net / Commoncraft Video explaining Podcasting

84. Listening to the web – Tumblr mix Visit LIO Feeds Tumbler Visit Watfordgap Tumblr

85. Talking to the web – News Output Visit

86. Sustaining the conversation and any questions Pete Read

87. What have we made?

88. If you don’t do it, someone else will S ustain – engage, converse, measure, adjust <Guide – Pages 13, 14 – Steps 6 and 7> 6, Measure your success 7, Develop

89. Summary O bjectives – What do you want to do? A udience – Who are they? Where are they? S trategy – Pick a guided plan with a path that fits I mplement - Match to right social networking tool S ustain – Engage & converse, monitor & revise OASIS was developed by @JohnSheridan [email_address]

90. Increases speed of communication – no faster way to (Action) spread your message than through social networking. Widens message to people/groups that would normally (Awareness) be missed using more traditional methods – ‘viral’ campaigns hugely powerful creating awareness extremely efficiently Deepens to build new and different networks – (Fundraising) communities of interest to bounce ideas off and share experiences, increase commitment and fundraising for campaigning activity What social media will do

91. Generate on-line conversations and awareness about the (Change) organisation or campaign, a consensus of opinion or shared learning about ideas Joins together communities who are interested in the (Action) similar things, have the same likes or are striving for the same objectives. Commoncraft Video explaining Social Media What social media will do

92. It’s only beneficial to your organisation if it’s going to tangibly help you to achieve your goals. Establish a a plan thinking short, medium and long term – and have an internal policy for using it. Know your target audience and go to the spaces where they are. Know your message - make it clear and directed. Think of how it applies to Marketing, Fundraising, Productivity, Communications .... and whatever else you do. Implement, monitor and adjust – and remember it takes time! Social Media - In conclusion

93. Social media - reflections What ideas do you have for your use from this workshop? How could your organisation use or make more of social media? How could groups you support, campaign more effectively using social media? What gaps are there in supporting them? Has your organisation a social media policy or Twitter guidelines? Have we answered the UnAnswered Questions?! How can we keep the conversation going?

94. Social Networking - navcaboodle Niche networks that you can create yourself. Youth Work Online navcaboodle

95. Social Networking .. i-volunteer Niche network for volunteers i-volunteer

96. A growing network of informal sessions to continue the journey in a very relaxed style Social Media Surgeries

97. Thank You – Our Email & Twitter contacts are: Paul Webster paul.webster @ navca.org.uk @watfordgap Jamie Thomas jamie @ redfoundation.org @redtweeters Simon Duncan simonduncan @ electroville.org.uk @yh_ict_champion Pete Read pete @ illuminateict.org.uk @iictpete Please complete feedback sheet and take USB stick

98. Thank You