The document discusses the importance and relevance of social media for communication in the voluntary sector, emphasizing its role in storytelling, networking, and engaging communities. It outlines the shift from static websites to interactive platforms (Web 2.0), highlights statistics on social media usage, and provides guidance for organizations on integrating social media into their strategies. Additionally, it addresses challenges faced by organizations in adopting social media, including knowledge gaps and access issues, and encourages a balanced approach that complements face-to-face communication.

1. Communication using Social Media

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
Jamie Thomas

7. Lets play a game!

8. What is Social Media and why is it relevant
Jamie Thomas

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...
52 Facts!

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
• Often you will hear it referred to as ‘the
conversational web’
• 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 productivity tools – 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 – where do we start?
Lack of business case – not a factor in organisational planning
Access restrictions – either connection or equipment not 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:
[nfpSynergy – Virtual Promise 2008 (groups with <£1m turnover)]
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

21. 2009 after our 1st
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. (V4CE
survey in March 2010)
26% of BME Support Organisations use Social Media in their work
43% were put off using social media due to confusing jargon
75% of people in BME communities don’t use internet regularly
Not everyone can use the internet

25. Refreshment
Break

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

28. The voluntary sector problem
• Where to start
• Capacity
• Knowledge
• Fear
• 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
Objectives – What do you want to do?
Audience – Who are they? Where are they?
Strategy – Pick a guided plan with a path that fits
Implement - Match to right social networking tool
Sustain – Engage & converse, monitor & revise
OASIS was developed by @JohnSheridan
John.Sheridan@SocialMedia404.com

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

32. If you build it, they won’t come
Audience – 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
Pete Read

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
Simon Duncan

44. Social web is an ‘as-well-as’
Strategy - 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 currently use to help you
to achieve your marketing goals?
• Why?
• What problems do you face with these?

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

48. 1. To build awareness of Electroville and its services
2. To increase traffic to the website, phone and/or email
3. 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 currently use to help you
to achieve your fundraising goals?
• Why?
• What problems do you face with these?

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

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. 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

54. 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

55. Productivity/Support
Pick one goal to pursue
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
1. Quick – save time
2. Easy to implement and use
3. Make a difference

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

57. Pick one goal to pursue
Communications and Listening
Using Social Media Tools to help your organisation get it’s
message to a wider audience or listen more carefully
• 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. 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

60. Twitter
Idealware Survey 2010
Once set up, requires very little work (may
take a while to get used to)
Spreads awareness and draws people to
your website
Links to your blog or Facebook page
But, how often do voluntary sector users
of Twitter take action about a cause? Just
because you have lots of followers doesn’t
mean they’re actually paying attention to
what you’re saying.
Only way to measure is to respond to
them & look at how many people click on
links, re-tweet your posts or take action.

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
You listening to others ...

62. Listening

63. • 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
Others listening to you ...

64. Don’t be daunted by all the tools …
… you will have chance to try some of
them out after lunch!

65. Lunch

66. Social Media tools and local support organisations

67. Remember the steps
Objectives – What do you want to do?
Audience – Who are they? Where are they?
Strategy – Pick a guided plan with a path that fits
Implement - Match to right social networking tool
Sustain – Engage & converse, monitor & revise
OASIS was developed by @JohnSheridan
John.Sheridan@SocialMedia404.com

68. But new media doesn’t just replace old
media
Implement - 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 - About the organisation
Visit

78. Sustaining the conversation and any questions

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

80. 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

82. 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

83. 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

84. 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

85. What have we made?

86. 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?

87. Summary
Objectives – What do you want to do?
Audience – Who are they? Where are they?
Strategy – Pick a guided plan with a path that fits
Implement - Match to right social networking tool
Sustain – Engage & converse, monitor & revise
OASIS was developed by @JohnSheridan
John.Sheridan@SocialMedia404.com

88. • 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

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

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

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

92. 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

93. Thank You

94. • Increases speed of communication – no faster way to
(Action) spread your message than through social networking
Less of a financial cost but ‘expense’ may be the time
• 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. Start some
conversations!
Actions - What social media will do

95. • Generate on-line conversations and awareness about the
(Change) organisation or campaign, a consensus of
opinion or shared learning about ideas. Use RSS and
Google Alerts to stay ahead of developments in your
area of interest - build a ‘Listening Dashboard’
• Joins together communities who are interested in the
(Action) similar things, have the same likes or are
striving for the same objectives. Tell your supporters
and networks about your work in a new way
• Commoncraft Video explaining Social Media
Actions - What social media will do

96. Image Sharing - Flickr
Visit
Commoncraft
Video
explaining Image Shar

97. 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

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

99. Talking to the web – News Output
Visit