The document discusses the significance of social media for organizations, highlighting its role in storytelling, community engagement, and effective communication. It details various social media platforms, their user demographics, and provides guidelines on how organizations can develop effective social media strategies to enhance outreach and address audience needs. The document emphasizes the importance of active engagement, clear messaging, and adapting to new media while maintaining personal connections.

1. Social Media for Organisations Paul Webster Nottingham 20 th July 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 the top 5 of all websites visited in the UK, 2 are Social Networks Google (9.3%), Facebook (7.5%), YouTube (2.8%), ebay (1.9%), WinMail (1.8%) 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 YouTube is 2nd most popular way people search for content (From - www.clickymedia.co.uk & www.hitwise.com) Social Networking – the numbers

12. Almost 10 million people in UK have a Twitter account 15 million smartphones used in the UK. Facebook mobile access increased by 100% in last year 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 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 consists of Work related use, Online Banking, Hobbies & Job Searches)

14. Social Networking - the leveller “ The Conversational Web” - listen more than you talk – a two way process (as much as 20 to 1) Link and Share , and Share again – this keep the conversations flowing Relational not Transactional We are all “ content creators ”. What we have say is as valid as anyone else – whatever their size. Increased Reach - traditional barriers 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 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 30.1million people access the internet every day (ONS 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 confusing jargon Away from urban areas there can be difficulties with connectivity (33% < 2mbps in Penrith & Borders) 1200+ partners pledged to help people get online, find what they want online & then stay online

20. 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 be concerned about 'losing control' of your message, if it is respected, social media networks will support it, if its not … (see #NOTW!) Don’t worry you are in a vacuum – follow the tips, linking, connecting and conversing, 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/)

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

28. 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?

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>

30. What are your communication messages? 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 KEY is to find most suitable communication method and best WAY to say it

31. 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

32. Let’s 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? Why these? What are their limitations? Which are effective? How much do they cost? Which is best value? Which Tools?

33. 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

34. It’s what you do, not how you do it Fundraising – Communications - Productivity

35. 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)

36. 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

37. 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

38. 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

39. 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?

40. 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?

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

42. 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 Accessible way for people to hear your news Voice adds a new dimension Free software 'Twitcasting' of events Less cumbersome than video

43. Image Sharing - Flickr Commoncraft Video explaining Image Sharing Record of events Added dimension Access to reusable images Easy & quick to put on website

44. Increases Reach Chance to Partner Call to Action Keep it Fresh Spread & Share Show your Organisation is Genuine & has Personality

45. Location based Marketing & Communications Incentives to visit Uses Smartphone Competition Way to meet up with others

46. Online journals – Blogging - Commoncraft Video - explaining Blogs Quick and easy to set up and continue to develop Draws people to the website Get feedback from people and start conversations

47. Social Networking - Facebook Dog’s Trust Busts For Justice It’s the place where many people already network

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

50. 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

51. 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 QR Codes Direct link right to donation page, printed and used on posters, flyers and in letters How they use it

52. 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

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

54. Lunch

55. Social Media for Organisations

56. 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]

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. 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 Turnaround – Use these services to publish FOR your audience! A Listening Dashboard

59. 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 ...

60. Listening News feeds In and Out

61. Commoncraft Video explaining Twitter

62. 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.

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

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

65. Lord Nat Wei: @natwei Blogs & tweets. Advisor on Big Society 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

66. 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!

67. Show all the channels on your main home page

68. Notes and Likes – other ways to use Facebook

69. … or share links off line using QR codes 'Add This' enables sharing and tracking of links with others on line ...

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

71. 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 Quick – save time Easy to implement and use Make a difference

72. Get your organisation noticed on Google Places Derwentside CVS & VB page here

73. Tools for Productivity/Support 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 , Scribd , Slideshare BONUS – Tools to make things easier!

74. Sustaining and Measuring the conversation

75. 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

76. 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

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

78. 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

79. 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 BUT …. real success is not 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

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. What have we made?

82. Summary and Questions

83. Recap – OASIS 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]

84. 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?

85. 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

86. 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

87. 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

88. ITEM3 (IT East Mids.) www.item3.org.uk ICT Champions (UK) www.ictchampions.org.uk DAIN – East Midlands www.dainproject.org.uk/index.php 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 Blog www.watfordgapservices.org.uk This workshop docs www.scribd.com/watfordgap/shelf This workshop slides www.slideshare.net/ictchampions Useful links and websites

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

90. Thank You – My Email & Twitter contacts are: Paul Webster paul.webster @ purplezebra.org.uk @watfordgap Please complete feedback sheet and take USB stick

91. Thank You