Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Viewers also liked
Similar to Social media and communications workshop held on 13 July 2012
Similar to Social media and communications workshop held on 13 July 2012 (20)
Recently uploaded
Recently uploaded (20)
Social media and communications workshop held on 13 July 2012
- 1. Social Media in Communities Peterborough 13 July 2012 Prof Edward Truch – edward.truch@gmail.com Dr Didier Soopramanien – dgrsoop@gmail.com
- 2. Contents Section Slide 1 Workshop results 3 2 Presentation - social media in communities 10 3 Case examples 57 4 Learning resources - social media 67 5 Appendix – survey and planning forms 70 2
- 3. Survey results and actionable insights - from Peterborough workshop on 13 July 2012 Summary 3
- 4. Benefits already enjoyed by participating organisations - as reported in survey at workshop start Communication Visibility Ability to communicate quickly and widely Reaching a wider audience Two-way communications within the group Publicising events to a wider audience Feedback from people not directly connected Recognition Collaboration Brand recognition Integration with member groups Raised profile of individual members Sharing events and news International recognition Networking opportunities Promotion Exchange of ideas Advertising Working together on joint projects such as Easy promotion of events exhibitions Wider publicity Recruitment Selling work online New volunteers Promoting courses and programmes Information Picked up by regional media Feedback on work-in-progress Fundraising Informing people about activities Donations Ability to gain more information Brings awareness to clients of funding issues Easily spreading news (CAB) 4
- 5. Important factors in encouraging people to use Social Media - as reported in survey at workshop start Confidence Planning Showing it is not scary and most people can Build a plan with clear guideliines use it Designated staff to update and monitor social Confidence about what to write media Empowerment Resources Empowering people to use on behalf of their Easy access to Internet and appropriate equipment organisation Allow people time for social media Trust Content Accords with the values of the organisation Find and develop original content to post Correct information passed on Keep dynamic, valid and relevance Individuals are trusted not to misuse Effectiveness Training Making sure it has a positive impact on the Familiarisation and training provided organisation More knowledge about how social media Showing that social media are not a waste of work, even at basic level time Communication Demonstrating that it is effective in achieving aims Giving regular reminders to blog Easy to find information about people Don’t clog up with social drivel 5
- 6. Barriers to using social media - as reported in survey at workshop start Knowledge Age Lack of know-how and skills Many older people are reluctant to start using Don’t know where to start social media Need best practices: what to do, what not to Innovation do Old fashioned lifestyle Lack of computer literacy People who are not on the same wavelength Time Feeling it is a necessary evil rather than liking Fear of amount of time that will be taken up it Lack of time to keep it vibrant People who are against and slow to adopt to changing environment People see social media as a black hole for time Intellectual property Privacy Doubts about how to protect content Concerns about loss of privacy Concerns about opening up to disrepute Fear of breaches of security and Benefits confidentiality Doubts about benefit from using social media 6
- 7. Actionable Insights - gained during workshop sessions Training Activities Time management for social networking Create wider events Use social media to learn about social media Set up competitions How to avoid pitfalls Content Interviews with public can be used a blogs Roles Plan stories and blogs for what stories to Guidelines that define usage for members promote Time/people allocation Competitions to engage people with Facebook Assign an action/role to engage membership and Twitter group Monitoring Set up Facebook and Twitter with designated Twitter searches to find out what people are users talking about Research Grade and investigate usage Track how other organisations use social Specific media media Use of Facebook/Twitter vs. blogs Research groups with similar values Be selective for each website page Investigate new forms of social media Start Facebook group Use YouTube as a means of communication 7
- 8. General Insights - gained during workshop sessions Strategy Challenges New ways of communicating with Society Many challenges and constraints One size does not fit all Find solution for core challenges Use mix of methods including traditional ones Acknowledge vulnerability of organisation Create a social media policy Development Don’t spread yourself too thinly Social media is fast moving Re-use stuff especially images How modern technology is moving forward so Assets fast Link ‘physical’ events with social media Platforms Same information on all sites Social media need not be primary channel Social media is another communication Use tools like TweetDeck to monitor and post channel Investigate WordPress – open source website Evaluation builder Awareness and evaluation of where we are Wide scope of YouTube Identify ways to evaluate benefits 8
- 9. Benchmark - survey of all workshop participants 9
- 10. Social media in communities and findings of earlier Peterborough research Presentation 10
- 11. 11
- 12. Keeping on top of email flow 12
- 13. New ways of working Source: Tuckman 1965 13
- 18. Social Technographics Ladder Source: Forrester Research 18
- 21. Community of Practice Source: Etienne Wenger (2003) 21
- 22. Community of Practice - in operation 22
- 23. Communities of Practice in Government - UK example http://www.communities.idea.gov.uk/welcome.do 23
- 25. Classification of social media Classification of Social Media by social presence and media richness 25
- 27. 27
- 29. Multiple-stream scenario 29
- 30. Key Questions Who manages your social media strategy? Do you know what the public are saying about you on Facebook? What about on Twitter? LinkedIn? Do your people know what they’re allowed to say (and not say) about your organisation when they are online? Do you know how to sustain a meaningful conversation with customers and other stakeholders? How will you create content that people will find valuable and engaging? 30
- 31. Implications New approach to managing the whole organisation Need to integrate social media Budgets and resources adjusted Every person within the organisation will have a public facing role New social media roles Job descriptions need to be adjusted Performance evaluation and rewards need adjusting 31
- 32. Implications Many established management methods are ill-suited to deal with citizens who No longer want to be talked at, but Want organisations to listen, engage and respond Each of the 7 functional building blocks have important implications for how organisations should engage with social media Organisations can monitor and understand how social activities vary Building “social authority” and trust 32
- 33. Getting started 1. Start by listening (monitoring) 2. Start small 3. Deliver on your core values 4. Create value for citizens 5. Facilitate sharing 6. Keep it exciting 7. Keep it relevant 8. Keep it accurate 9. Keep listening 33
- 34. Organize for different types of openness Organic Centralized Coordinated - Natural growth - One department - Sets rules, best requiring few controls all efforts practices, policies resources - Experimental, fast - Each department - Deep adoption moving executes - Non-consistent - Not spread or used - Takes time, not broadly cutting edge - Eg. Humana, Microsoft - Eg. Starbucks, - Eg. HP, Red Cross Ford, Dell 34
- 35. “Find us, Follow us, Watch us and….” Some initial reflections on interviews and secondary research #Peterborough 35
- 36. We are currently testing what SUITS our needs Yes, there is a steep learning curve at the start but it’s worth the effort “Selling” social media internally (difficult) “What is wrong with our current media channels?” 36
- 37. It’s free (cheap) and a lot of people are using it Bring us to the 21st century…. What would we do without it? A way to get the young people involved Enabling us to reach a new and wider audience 37
- 38. “It makes community activity much more visible. Simply being able to observe means a wider group of people are informed, even if they choose not to take their communities?INTCMP=SRCH 38 involvement further” http://www.guardian.co.uk/voluntary-sector-network/community-action-blog/2012/mar/01/social-media-empower-
- 39. When does social media become “local media”? Hyper local media "Online news or content services pertaining to a town , village single postcode or other small geographically defined community” From Damian RadCliffe in Here and Now: UK Hyperlocal Media Today The full report can be downloaded from NESTA http://www.nesta.org.uk/areas_of_work/creative_economy/destination_local/assets/features/here_and_now_uk_hy perlocal_media_today 39
- 40. 40
- 41. 41 From Here and Now: UK Hyperlocal Media Today
- 42. Taken from Here and Now: UK Hyperlocal Media Today 42
- 43. 43
- 44. 44
- 45. Social media was not really invented for community engagement It was not invented to sell products either! 45
- 46. We are not selling a product but we can still use it for branding Social media can be used for a more “personal[human] conversation”, somebody has taken the time to write the blog or the tweet Storytelling (community reporting) as a driver of change and engagement 46
- 47. What is the added value to engage with social media? “why should I put the effort?” Why should I switch the channel of information? Difficulty in getting people to switch from one medium (newsletter) to the other (website online) 47
- 48. Definite acknowledgement that social media needs more attention and resources (compared to just having a website) It’s dynamic and agile (are you prepared for this?) Regular tweets or monitoring members’ conversations Think of a website where the content is old 48
- 49. The same rules apply for businesses Authenticity and credibility remain important for engagement Authenticity and Credibility are established INITIALLY offline Conversations discussions (comments) “arguments” can actually enhance credibility and authenticity (enabled by social media) 49
- 50. Initially perceived that it’s for the youngsters and also perceived as a “toy” Risk of using social media Privacy and personal information Technology and attitude towards technology 50
- 51. We are aware that some of our members are not using/engaging with social media Not a substitute to traditional media We still need a website, occasional advertising in local newspaper or the newsletters are still important 51
- 52. Can we start to think of a for community groups? OK, you have heard this before: “One size does not fit all” However, we can still learn from others 52
- 53. Elements of a content, communication and conversation strategy -What are my objectives (short and long term) -Resources that we have and will have (and may not have in the future) -We want people to know who we are and what we do, BUT WE ALSO WANT THEM TO DO SOMETHING -who are we “talking” to and conversing with? 53
- 54. Elements of a content communication and conversation strategy -We need to have “interesting” stories (that will trigger interest- “catalyst”): WHAT MOTIVATES PEOPLE: “A GOOD CAUSE..REASONS TO GET ENGAGED” -Remember that social media is agile and dynamic (BE PREPARED) -Don’t forget the key word here: not media BUT SOCIAL! Social is about letting people participate, no longer pushing information (more openness can enhance credibility and authenticity ) CO-PRODUCTION DON’T FORGET YOUR WEBSITE (IT’S STILL THE MAIN POINT OF “CONTACT”)-search is still directed to websites! 54
- 55. • The concept of “Social” Business • What does it mean for an organisation to become “Social”? • What is the value of becoming Social? What must change for an organisation to become social? 55 http://www.ibm.com/smarterplanet/global/files/us__en_us__socialbusiness__epw14008usen.pdf
- 56. Digital Engagement Real Engagement 56
- 57. Case Examples How organisations use social media 57
- 58. http://www.oxfam.org/en/video/2012/food-crisis-sahel-impacts-drought-pastoralist-communities-chad Use of story telling
- 59. http://www.proximitylondon.com/work/rnli/ Won numerous awards by engaging youth bloggers through mystery packages Clever use of word of mouth online, watch the video at the bottom of the page to this link http://www.proximitylondon.com/work/rnli/
- 60. “It makes community activity much more visible. Simply being able to observe means a wider group of people are informed, even if they choose not to take their involvement further” This article in the guardian has some interesting links to other reports including the link on the nex slide http://www.guardian.co.uk/voluntary-sector-network/community-action-blog/2012/mar/01/social-media-empower- communities?INTCMP=SRCH
- 61. http://www.youngfoundation.org/files/images/Local_2_0_FINAL.pdf Report on use of social media from the Young foundation (new May 2012); includes some interesting example
- 62. http://askbristoldebates.com/about/ How citizens debate about local issues
- 63. http://communityreporter.co.uk/ http://communityreporter.co.uk/location/west-yorkshire/huddersfield
- 64. People in the community helping each other to “fix things” http://www.newsomegrapevine.org.uk/blogs/local-events/bring-fix-10th-july-2012/
- 65. Report on Participation and what motivates people/citizens to get engaged http://pathwaysthroughparticipation.org.uk/
- 66. Interesting report on social media and local government includes some interesting examples http://www.youngfoundation.org/files/images/Listen__Participate__Transform.pdf
- 67. Learning Resources Social Media 67
- 68. Strategy and planning Social media revolution 2011 http://www.youtube.com/watch?v=3SuNx0UrnEo&feature=youtube_gdata_player Social media revolution 2012 https://www.youtube.com/watch?v=0eUeL3n7fDs&feature=youtube_gdata_player Social media strategy for non-profits – Part 2 (22 mins. length) http://www.youtube.com/watch?v=of20PWHhT7o&feature=youtube_gdata_player Social Media business plan http://www.youtube.com/watch?v=KzVjIsTIgkE&feature=youtube_gdata_player Winning formula for a social media strategy – Part 1 http://www.youtube.com/watch?v=WpVBCa4wlyI&feature=youtube_gdata_player KLM Social media strategy http://www.youtube.com/watch?v=Ehmg3MxLBXI&feature=youtube_gdata_player Planning your marketing campaigns and save time (free program Hootsuite) http://www.youtube.com/watch?v=S38RJGc9sAU&feature=youtube_gdata_player Facebook and Twitter for Seniors https://www.youtube.com/watch?v=DSojEb7Fvjg&feature=youtube_gdata_player Top ten social media disasters 2011 https://www.youtube.com/watch?v=hsYMFSR9CUQ&feature=youtube_gdata_player Social media policy – employee training http://www.youtube.com/watch?v=_xm06FB0Rao&feature=youtube_gdata_player 68
- 69. Learning Resources Twitter How to set up a Twitter account http://www.youtube.com/watch?v=e3-hy_VgLTI&feature=youtube_gdata_player How to use Twitter http://www.youtube.com/watch?v=J0xbjIE8cPM&feature=youtube_gdata_player Twitter marketing tutorial (part one) https://www.youtube.com/watch?v=sFIqswuFO1w&feature=youtube_gdata_player Facebook Understanding and managing your timeline http://www.youtube.com/watch?v=-hFL896n0Hw&feature=youtube_gdata_player Facebook for Seniors https://www.youtube.com/watch?v=7w5xGGfrAoo&feature=youtube_gdata_player Linked-In Linked In – start conversation with Linked-In groups http://www.youtube.com/watch?v=F5CF1FEm_oA&feature=youtube_gdata_player … and many many more on YouTube and elsewhere on the Web 69
- 70. Appendix Forms used in benchmark survey and planning exercise 70
- 72. Action Plan 72
- 73. Example of Action Plan for one core function Core Function 1 Fundraising Role of Social Connect with potential donors Media and demonstrate case for giving to us Main Action Set up Facebook and Twitter and provide regular info to engage potential donors Resources Jane on Twitter, me on Facebook, John for photos etc. Need smartphone apps plus PC software for posting and monitoring, e.g. TweetDeck Next Steps What When 1 Meet with Jane and John and agree plan and mid-Jul roles 2 Identify existing content for SM end-Jul 3 Create list of future stories end-Jul 4 Start monitoring SM activities of similar immed organisations .5 etc. 73
- 74. Actionable Insights and Feedback 74