The document outlines the significance of social media for organizations, emphasizing its role in facilitating communication, fundraising, and engaging communities. It discusses the evolution from static websites to interactive platforms, presenting data on social media usage and demographics while encouraging organizations to adopt these tools for effective outreach. The key steps for implementing social media strategies include defining objectives, understanding the audience, selecting appropriate tools, and sustaining engagement through active conversation.

1. Social Media for Organisations Paul Webster October 2011

2. Good Morning and House Keeping

3. “ 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).

4. What we are going to do today '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/

5. Finding Out – Networking and Communications

6. Lets play a game!

7. What is Social Media and why is it relevant

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

9. New media - Web 2.0 ... . . media rich, interactive websites, open for comments, conversations WITH visitors encouraged. Web 2.0 =Social Media =New Media =Social Networking

10. Are you on Social Media? No? Probably – Yes! Are you using Social Media? Does your organisation have a website … that is interactive? Have you got a blog? Do you use YouTube or Flickr? Are you on Facebook? Do you Tweet? Do you use web tools to improve organisational efficiency? Have you checked?! So, What is Social Media?

11. Of all websites visited in UK, 2 are Social Networks. Google (9.3%), Facebook (7.5%), YouTube (2.8%), ebay (1.9%), WinMail (1.8%). Google has 91% of all search traffic. YouTube is 2nd most popular way people search for content 96% of those aged 18 – 35 are on at least one social network 30 million people – just over 50% of the whole UK population have a Facebook account, 50% view their page daily (June 2011) 52% of Facebook users are aged 18 to 34, but also 19% are over 45 (From - www.clickymedia.co.uk & www.hitwise.com) Social Networking – the numbers

12. Almost 10 million people in UK have a Twitter account Average social network user is aged 37 LinkedIn its 44, Twitter 39, Facebook 38 & Bebo 28 (typical user younger) 55% of those aged 18-34 check their social networks at least once a day Important that organisations direct effort to the right network(s) (From - www.clickymedia.co.uk & www.hitwise.com) Social Networking – the numbers

13. Use of social networks and blogs is almost 23% of time spent on internet in UK, 159% increase in last 3 years. 2 nd and 3 rd is Online Gaming (10%) & email (7.5%) Other consists of Work related use, Online Banking, Hobbies & Job Searches) Facebook mobile increased by 100% in last year Android OS use grown from 6% to 22% (July 10 to July 11). Apple is 20% , Symbian 38%. (ComScrore Aug 2011) Increase from 31% (2010) to 45% (2011) of people who connect to Internet from phone/tablet (ONS – Aug 2011) 59% to access a social network, 12% to check-in 43% of users have downloaded an 'app' 17 million smartphones used in the UK 27% UK Adults (Ofcom – August 2011)

14. Social Networking - the leveller Increases INCLUSION and gives Communities a voice It's Relational not Transactional “ The Conversational Web”, not a Broadcast. Listen more than you talk (as much as 20 to 1) Link and Share , and Share again – this keeps the conversations flowing. Tweet other peoples news more than your own (maybe 10 to 1) We are all “ content creators ”. What we have say is as valid as anyone else – whatever their size. Our voice can be just as strong. Increased Reach - traditional news barriers are being broken down Comment and Feedback – agree or disagree, as this builds a community around a topic Immediacy - what took days, takes hours, what took minutes takes seconds! Be Helpful – Be Generous - Say Thank You - Share and you’ll be amazed what you get back! Common Craft What is Social Media Video

15. Marketing - Virally promote goals of your cause or brand i-volunteer.org.uk, Bullying UK Fundrasing - Gain new volunteers and donors Dogs Trust, Whizz Kidz, Milton Keynes Make a Difference, Haworth Cat Rescue Campaigning – 38 Degrees Facebook used by NUS to persuade HSBC to drop high charges on student overdrafts after 5,000 strong protest. Busts For Justice forced Marks & Spencer to change pricing policy on larger size Bras after campaign by 30,000 people Productivity - Cheap or free to use productivity tools main cost is time – but not as much as the time it takes now! Communications Listening, Responding, having Conversations with supporters and stakeholders Social Networking – relevancy to the sector

16. Use in the sector 2010 Volunteering England research found that less than 25% of orgs were using social networking services (SNS) In the 2010 Idealware survey (U.S.) found 38% of volunteers would look for a Facebook page first for an organization that they were considering volunteering with.

17. 28 (23.9%) 35 (29.9%) 47 (40.2%) 7 (6.0%) 0 (0.0%) NAVCA Survey 117 Chief Officers - June 2010 Use in the sector

18. Urban Forum Member Survey 2011. About types of social media use

19. Inclusion – 3 rd Sector audience Social networking should never simply replace face to face communication Although 77% of households are connected and 30.1million people access the internet every day (ONS 2011 / 2010), 9.1 million people have never used it Of this, 31% in low income households and 45% have no qualifications 75% in BME communities don’t use internet regularly 43% put off using social media due to jargon Away from populated areas can be difficulties with broadband and even 3G connectivity (33% < 2mbps in Penrith & Borders) 'Can't Get Online' is highlighting this 1200+ partners pledged to help people get online, find what they want online & then stay online

20. Some concerns? Don’t worry it’s not finished A half formed blog post can be more inspiring and create a bigger conversation Don’t pretend to be someone you aren’t About individuals not corporate views. Your voice may be weakened if you ‘spin’... and others see through it! Don't be concerned about 'losing control' of message. if it is respected, social media networks will support it, always aim to counter negatives views with positives Don’t worry you are in a vacuum. link & connect, soon people will do the same back Remember 89:10:1 rule (Read, Reply, wRite) 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/)

21. Any Questions, so far?!

22. Refreshment Break

23. Social Media Planning Guide

25. The voluntary sector problem Where to start Knowledge / Confidence Fear Capacity Access Time Cost Any more?

26. Volunteer Recruitment O Know your objectives and what you want to say Come and Volunteer with us! A Research where your audience are – do you know? Don’t just build, work in the places where your target audience are S Plan how to use the tools – have a strategy Video of event?, Blog of experiences? Do ‘ as well as ’ what you do I Choose tool to match audience and implement Look at what other centres have done, what works elsewhere? S Sustain the conversation and say thank you Encourage people to return, keep it new, links from websites OASIS was developed by @JohnSheridan [email_address]

27. People and needs first, then tools O bjectives – what do you want to achieve <Guide – Page 6 – Benefits Q1 and Q2> 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? Can be as simple as a Google Site or Wordpress Have you got the time?

28. 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

29. If you build it, they won’t come A udience – Who are they? – Where are they? <Guide – Page 7 – Is it suitable? Question 2> Are any of your target audiences already using social media (or are likely to soon)?

30. What are your messages? Favourite ways to convey these... 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

31. Share how are you communicating now What is your cause or campaign? What are the issues and challenges you face? What is holding you back? Which tools & methods of communication are you using? Face to Face, Print, E-mail … Why these? What are their limitations? Which are effective? How much do they cost ? Which is best value? Which Tools?

32. We're here. We want to be there. Developing the plan to get there. 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)

33. Step 2 – Pick one goal to pursue Clear purpose of the organisation - WHAT Identified audience / clients – WHO Aims and direction – WHERE Communication styles – HOW NOW – Choose the right tools Have you got a communications plan? Have you got a social media plan?

34. But new media doesn’t just replace old media – its 'as-well-as' 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

35. Example of Social Media sites in use – the main 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

36. 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?

37. 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 pages for groups and organisations 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?

38. Audio Podcasts – an organisation tells its story Visit ‘ Audacity’ – free software for recording and converting to MP3 to load to the web http:// audacity.sourceforge.net / Commoncraft Video explaining Podcasting Another way for people to receive your news Less cumbersome than video Audioboo – 5 min limit to recordings Use 'Twitcasting' for broadcasting events Instant reporting when editing not a concern

39. Image Sharing – Flickr A event for all the group Commoncraft Video explaining Image Sharing Record of events Added dimension Access to reusable images Easy & quick to put on website Hosting 5 Billion images (Sept 2010 – royalpingdom.com)

40. Anyone can be included as a content creator Increases Reach Chance to Partner Call to Action Keep it Fresh Spread & Share Show your Organisation is Genuine & has Personality

41. Online journals – Blogging - Commoncraft Video - explaining Blogs Open platform for community led content & story development Quick and easy to set up and continue to develop Draws people to the website Get feedback from people and start conversations Over 55 million Wordpress blogs Two flavours - .com & .org

42. Social Networking - Facebook Dog’s Trust Busts For Justice It’s the place where many, many people already network and share Create a Group for a network of Supporters Set up a Page for people to Like & see your updates Choose URL or even re-skin (Pagemodo) home page Check Privacy settings and frequent changes Link to Twitter & Blog Direct back to home page

44. Notes and Likes - other ways to use Facebook

45. To include the wider community get your organisation noticed in searches on Google Places Derwentside CVS & VB page here

46. Growing - Location based Marketing & Communications Incentive to visit location Uses Smartphone Competitive with others A way to meet up Share tips & pictures 7.5 Million users (March 2011 worldwide)

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

48. Lunch

49. Social Media for Organisations

50. 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]

51. What fundraising goals might your organisation have? 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 Fundraising Goals Regular monthly funding to help run the cat shelter Development of new centre fund Promotion and use of online retail shop Promote affiliate marketing links with other products and services

52. 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 Just Text Giving (Vodafone), Virgin Money Giving Twitter Raising awareness, website traffic even Twotto? Blog New centre appeal, education, Crowdfunder? QR Codes Direct link right to donation page, printed and used on posters, flyers and in letters How Haworth Cat Rescue do it

53. 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’

54. What supporters, peers & others saying about your organisation See policy updates, reports & funding news as they published How? Subscribe to RSS websites and read at leisure in feed reader Create Google Alerts for important keywords and names Set-up searches in Twitter for your organisation or ‘hashtags’ Follow lists of Twitter accounts talking about your interests Use Netvibes service to create a dashboard – www.netvibes.com 'Listen' to multiple channels with - http://addictomatic.com/ Turnaround – Use these services to publish FOR your audience! A Listening Dashboard Commoncraft Video explaining RSS

55. Listening News feeds In and Out (Nottingham SMS RSS)

56. Once set up, requires very little work (may take a while to get used to) Spreads awareness and draws people to your website Think of it as a conversation Links to your blog or Facebook page A place to share links to what you're doing A place to listen and respond to people Hashtags enable grouping and searching Idealware Survey 2010 Commoncraft Video explaining Twitter

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

58. Microblogging – Twitter - Commoncraft Video explaining Twitter Short updates, signposts and conversation starters

59. Important to make profile 'followable' - DO add Pictures (logo, background, recent images), Place, Profile and Page - DON'T leave these blank or over-sell and push advertising A small network of quality followers can often be more interactive and share better links than a large network of followers who never have conversations

60. Peter Wanless: @peterwanless Tweets. CEO of Big Lottery Nick Hurd: @minforcivsoc Tweets. reads and comments Minister for Civil Society Potential to access the influencers Also used by and an acceptable, accessible channel to local MPs & councillors to canvass opinion and inform of news

61. … visitors can tweet about individual stories and searched tags for related content. Follow your organisation on Twitter direct from your website. Integrate Twitter into an organisations main website ...

62. Pulling it all together Social media sites are only part of the picture Make sure your core website is current Don't forget the offline Add organisation to Google Places or Foursquare Share links ... With all your social networking sites With 'Like' buttons and 'Share This' links With everyone!

63. Show all the channels on your main home page

64. … or sharing links off line using QR codes. Payment by QR coming soon. 'Add This' enables sharing and tracking of links with others on line ...

65. Communities building their own spaces for discussion and sharing Alternatives: Google Sites, SocialGo, Facebook, Wackwall.com

66. 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

67. Tools for Productivity/Support Communication Skype , Oovoo , ipadio , Mailchimp , Screenr , Twitcasting Organising Doodle , Eventbrite , Del.icio.us , Bit.ly , CoverItLive , Collaboration Google Docs , Dropbox , Huddle , Tom’s Planner All-round useful Jing , PDFCreator , ShrinkPictures , Scribd , Slideshare BONUS – Tools to make things easier!

68. 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

69. 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

70. 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

71. Measuring Success - Check how many times links are clicked if using Bit.ly - Listen to what's said about your organisation / service - Monitor Google Analytics & Wordpress page visits - Measure Twitter reach www.twentyfeet.com BUT …. real success is not just about the numbers! - Tell stories of real people and real changes - Find out how people heard about you - Build relationships & success by joining in conversations - Social media presence an reflection of your organisation - Engage press, funders, authorities with pictures & video

72. 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

73. What have we made?

74. Sustaining the conversation and any questions

75. 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?

76. 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]

77. 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

78. 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

79. 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

80. For Local Support Organisations For Volunteering Organisations To share and learn about social media for communities Useful links and websites

81. My Learning Pool Cost effective e-learning for communities Suite of 28 on-line e-learning training courses Aimed at people running small groups & organisations Suitable for individual charity workers & volunteers Costs just £25 per person per year Reduce time out of office and ensures consistent delivery Interactive and engaging learning experience Quiz and printable certificate on completion Learn at own pace - progress tracked, revisit modules Building block as part of blended learning

82. Capacity Building Support Networks & Tools Local CVS / Volunteer Centres See NAVCA or Volunteering England for your local centre Regional ITEM3 network ( IT E ast M idlands 3 rd sector) Sector based, capacity building & sharing of technology use Free workshops (Social Media Northampton 11 th Oct, Worksop 18 th Oct) Free health checks, surgeries, meetings, briefing fact sheets Race Online 2012 Resources and case studies of organisations using technology effectively See http://raceonline2012.org/ Digital Champions Network Be a Digital Champion in your organisation, community, family … Get Online Week with UK Online Centres - 30 th Oct to 6 th Nov See http://champions.go-on.co.uk/

83. ITEM3 www.item3.org.uk DAIN Project www.dainproject.org/ My Learning Pool www.mylearningpool.com Social Media Surgeries www.socialmediasurgery.com ICT Champions www.ictchampions.org.uk KnowHow Non-Profit www.knowhownonprofit.org.uk Jargonbuster www.socialbysocial.com/book/a-to-z ICT Knowledgebase www.ictknowledgebase.org.uk The Very Tiger Blog www.theverytiger.com/ Watfordgap Services www.watfordgapservices.org.uk Workshop Resources www.scribd.com/watfordgap/shelf Charity Technology Trust www.ctxchange.org Useful links and websites

84. Thank You – My Email & Twitter contacts are: Paul Webster paul.webster @ purplezebra.org.uk @watfordgap Please complete feedback sheet Follow up visits, surgery sessions, e-bulletin available

85. Thank You