Slides from workshop delivered at Yate Library to Yate Volunteers network - 21st March 2013

1. .
Social Media
in
Practice
Paul Webster (Twitter : @watfordgap)
21st March 2013

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. • 'Networking' What we are going to do today
• Find out what social media is
and why its important
• 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 maybe even join
some social media websites
• Have fun !

5. Finding Out – Networking and Communications

6. Lets play a game!

7. On line collaborative conversations…..
Social media…is about pursuing relationships and fostering
communities. Paul Adams, Google - http://thinkoutsidein.com/blog
'The Conversational Web', not a Broadcast. Listen more than talk

8. What is Social Media and why is it relevant

9. Old media - Web 1.0 . . . http://www.webpagesthatsuck.com/worst-websites-of-2012.html
. . static
websites
with no
interaction,
text heavy
content.
Information
just fed TO
visitors

10. Social Media is ...
. . media rich, interactive, content served based on the reader's
choice, open for comments and where immediate conversations
are encouraged that can reach a wider group of visitors in seconds.
Web 2.0
=Social Media
=New Media
=Social Networking

11. Is your organisation on Social Media?
No? Probably – Yes!
Have you checked?!
How are you being represented?
How are others marketing what you do?
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?

12. http://www.personalizemedia.com/the-count/
Social Networking – the numbers

13. Social Networking – the numbers
• 44.8 million people accessed the internet in the UK
(ComScore Dec 2012)
• Of all the websites visited in UK, 2 are Social
Networks - Google (9.5%), Facebook (6.6%),
YouTube (3.5%), ebay (1.9%), WinMail (1.4%).
Google = 91% of search traffic. (HitWise – Feb 2012)
• Use of social networking sites is 64% of time spent
on internet in UK (Ofcom – July 2012)
• Of the 48.6 million adult population (ONS), 77%
have a Facebook profile, 66% are YouTube users,
32% are on Twitter and 16% have a presence on
LinkedIn. (Umph Sept 2011 – sample of 2,400 adults)
• 91% of all searches are on Google, YouTube 2nd most
popular way to search for content
• 96% aged 18-34 on one or more network, 52% of
Facebook users in this range. 55% of them check
their social networks at least once a day (June 2011)
• 57% of people aged over 55 are on line.

14. It's bewildering ...
why should I use social media?
No longer something to be brushed aside.
Free to use. But consider time
- 80% of internet users aged 18-24 have a Facebook or Twitter account as
do 73% of those aged 25-34.
- 33 million people in UK on Facebook – some will 'Like' your organisation
- 15 million on Twitter – some will Tweet their friends about your work
- as the 2nd most popular search engine a channel on YouTube may add an
extra dimension to the project you cause you are supporting
- with bite-sized blog readership increasing – that captivating story by a
volunteer on the project may inspire others to help
- oh and then there is Pinterest, Linkedin, Google+, Flickr …..

15. Smart phones
and Tablets
17% of households use as primary web connection and 1 in 5 web users
will own a tablet by Dec 2013
30% of all UK web traffic from phone/tablet (ComScore – Dec 2012)
Over 82% of all UK mobile phone sales are smartphones – 64% of users
now have one (ComScore Dec 2012) Will be over 80% by Dec 2013
83% of 13 – 18yr olds have a smartphone
81% never turn their phone off, 30% check status as soon as they wake up
59% use to check social networks, 49% to purchase, 36% for on line
banking. 75% of people get their news first on line. So, have you viewed
your website on a
18% of Domino's Pizza sales are via mobile app phone/tablet?

16. Think of an activity your organisation does ...
How could it be helped by social media?
Increases speed of communication – no faster way to
(Action) spread messages than through social networking.
Less of a financial cost although ‘expense’ may be time
Widens message to people/groups that would normally
(Awareness) be missed using more traditional methods – ‘viral’
marketing campaigns hugely powerful creating
awareness extremely efficiently. Friends tell their friends.
Deepens to build new and different networks –
(Fundraising) communities of interest to bounce ideas off and
share experiences, increase commitment and
belonging for campaigning activity. Show
understanding and start some conversations!

17. Think of an activity your organisation does ...
How could it be helped by social media?
Generate on-line conversations, promotion and awareness
(Change) about the work or latest campaign by the organisation
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 similar
(Action) things, have the same likes or are striving for the same
objectives. Tell your visitors and supporters about
your work in a new way
Consider all Five of these together and you have tools that are very
powerful – Social Media For Social Good
Commoncraft Video explaining Social Media

18. But what advantage will it give our organisations?
You are the content creator – marketing power back in the hands of
the organisation. Need a phone … a camera … an audio recorder.
It will increase the number of people enquiring about your work who
have only heard through social networking sites
Less burden on centre staff as you are marketing your information
on line and event / resource bookings are possible too
Immediacy - show communities you are there and what you're doing.
Tell your story - People like stories
Rather than a plain website,
content kept fresh and up to date.
A two way communication link.
Projects in same location share and
communicate easily with other

19. Inclusion – Voluntary Sector audience
• Social networking shouldn't replace face to face communication
• Although 79% of households are connected and 30.1million
people access the internet every day (ONS 2011 / 2010),
7.4 million people have never been online
• Of this, 31% in low income households and 45% have
no post 16 qualifications
• 75% in BME communities don’t use internet regularly
• 43% put off using social media due to jargon
• Away from populated areas broadband and even 3G
access can be difficult (33% < 2mbps in Penrith & Borders)
• Go-On UK & UK Online Centres resources to help people become
a Digital Champion in their office or workplace
• Don't depend on one network. It may disappear (Google Reader)

20. Social Media Planning

21. The voluntary sector 'problem'
Where to start
Knowledge
Confidence / Fear
Capacity / Resources
Access
Time
Cost
Scepticism
Any more?

22. Immediacy and Response – a concern?
Type News travels Reply within
Print 7 days 2 weeks
Email 7 hours 2 days
Facebook / Blogs 7 minutes 2 hours
Twitter 7 seconds 2 minutes
Have to allocate staff time for maintaining a social media presence
and you will notice less time needed for other communication
Social Media websites are increasingly becoming an organisations
main 'shop window' – the place visitors check first.

23. • Don’t worry it’s not finished
– A half formed blog post can be more inspiring and Some concerns?
create a bigger conversation
• Don’t pretend to be someone you aren’t Don't Give Up!
– 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
– Ration 90 : 9 : 1 (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 (http://podnosh.com/social-media-
so do the same for them help/what-makes-the-web-social/)

24. Any Questions, so far?!
Refreshment
Break

25. So, how to take some steps - have a plan
• Know your objectives and what you want to say
• Come and volunteer with us!
• Research where your audience are – do you know?
• Survey and find out, work in spaces where your target audience are
• Plan how to use the tools – have a strategy
• An opening event?, e-bulletin update? Do ‘as well as’ what you do
• Choose tool to match audience and implement
• Look at what other organisations have done, what works elsewhere?
• Sustain the conversation and say thank you
• Encourage people to return, keep it new, links from websites
• Engage with people on line, be receptive, respond, react

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

27. Plan - Stop and think!
What objectives is your organisation trying to achieve?
– How does it fit with the communications plan
– What goals do you think social media might help with?
Have you got a website that you can update yourself?
– Can be simple as Google Sites, Weebly, Flavors or Wordpress
– Internet presence is now your main shop window
Have you got the time? (To do, To monitor, To thank)
Consider how you describe and convey your messages
https://www.fifedirect.org.uk/publications/index.cfm?fuseaction=publicatio
n.pop&pubid=F96E673E-AB20-1F36-479D2FBB582EC3A1
Are you ready and prepared for change & to release some control?!

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

29. Start conversation – but don't try to move everyone
It can be difficult to get It’s easier to go where
people to come to you people are already
Do you know who your audience is & how they communicate?
Are they already using social media sites (and which ones)?
Build a genuine open relationship first, engagement follows
To participate people won't learn a 'new network & new topic'

30. It's Social media, not Selling media!
How are you marketing what you do now?
Attracting people to your online space is an essential part of your
comms strategy. Visitors inspired → more likely to be followers.
Message is clear and unambiguous, your web site is your shop window,
often it will be the first public face supporters and donors see.
Tell stories as an authentic picture of what you are doing.
Engage in frequent updates & blogs to keep donors informed and
involved in what you are doing.
Conversations with supporters, build relationships and give them space
to say why they care … and Thank them.
Include website and social networks on all communications.
Make the Call To Action as plain to see and unambiguous on a social
network as you would in printed copy.

31. Strategy - pick a plan with a path that fits
We're here. We want to be there.
Developing the plan to get there.
<Guide – Pages 8,9,10 Pick a goal or campaign to pursue
Decide who is going to be involved and
- Steps 1 and 2> how much
Consider responsible use (Appendix 2)

32. Summary - Your social networking strategy
1 Social network use similar to use of phone or newsletters
2 Digital space is now the place where people communicate, seek, read,
share, purchase & network. Can't ignore any more
3 Have Purpose – WHAT, Audience – WHO, Aims – WHERE
4 Have Champion/s who can steer, update & reply, allocate time
Step 2 – Pick one goal to pursue
5 Get full organisation buy-in to social media usage guidelines
6 Be clear, honest and credible. Build Trust. What you say is traceable &
on internet for ever, so if you'd not want it in the local paper (or your
mother to hear!) don't put it on the web
7 Social media tools are part of your overall resources but with added
dimension they enable of social actions & conversations
8 Main website is your hub with many linked social media spokes
9 Your social media presence is active the moment it goes live.
Be prepared!

33. Implement - match right social networking tool
But new media doesn’t just replace old
media – its 'as-well-as'
<Guide – Pages 11, 12 Research – see how others do it (See Appendix 3)
Decide on your approach and set targets
– Steps 3, 4 and 5>
Jump in!

35. Finding the right tool for the task
http://nptechuk.wordpress.com/sms-links/
From Flickr – Claire Sutton and justinbaeder

36. The best website for the job
Choose best tools to create a buzz
about your organisation
– Audio → Images → Video
– See Audioboo, Flickr, Pinterest, Bambuser, Youtube
• Choose the context to engage with audience.
– Blog → Facebook → Twitter
• Choose a useful (FREE) tool/s to help streamline work
– Finding out → Letting people know → Running events
– See Survey Monkey, MailChimp, Eventbrite
Can be a simple choice - Sharing a policy document between trustees
Can be a strategic choice - Moving all docs to cloud and eliminating file server

37. Wordpress
Blog – short for weBLOG
Not just an on-line
(sometimes) personal or
project related journal
Also simplest way to get a full
website
Don't worry it's not finished –
some of the best blogs build
as conversations Also - http://lincsheritageforum.wordpress.com/

38. Two flavours - .com & .org
Open platform for community led
content & story development
Contains text, pictures, video, audio and
commentary on a chosen topic
Start conversations, get feedback from
visitors, more informal than website
Multiple users can have permission to
access website and add content
Other spaces – Blogger & Tumblr
Commoncraft Video - explaining Blogs

39. Other Website Building Tools
Ning – from £60/year
http://googlesites.org.uk - Free
http://onesite.madewithjam.org/ - £48/year

40. Think of it as being 'at a big party'
Events AS they happen not AFTER they have Twitter
happened
500 million accounts (140 million active)
approx 34 million registered in UK
Fastest way to communicate news and
create 'viral' campaigns
40% of tweets from a mobile
Hootsuite & Tweetdeck help you manage
Can you convey your mission in 140 chrs?
Follow Orgs @sparkscharity, @framework_ha, @yatepeople, @yatetownfc,
@volunteeringeng & of course @yatevolunteers

41. @yatevolunteers
'Flagging not Bragging' -
use for research
Ask questions
Signpost to resources
Start conversations
# (Hashtag), RT (Retweet)
Dive in, follow & talk!
Great for sharing and learning from a network of Peers or to inform local news
See the Content of the Tweet not the Tweeter & follow Words not People

42. 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
Use Hoosuite or Tweetdeck to manage conversations
A small network of quality followers often results in better conversations through shared
links than a large network of followers who never share ideas and knowledge.

43. Facebook
64% of active UK internet users visit
Facebook
33.2 million active accounts in UK
25.8 million views in March 2012
Profiles, Pages and Groups, its where
many people search first – so be there
Over 1 billion accounts worldwide, half of
the active internet population
30% check status as soon as they wake
up

44. It’s the place where many,
many people already
network and share
What you have done Create a Group for invited
network of Supporters,
include docs & pictures
What you are doing Set up an open Page for
people to Like & see
updates
Check Privacy settings and
frequent changes
Link to Twitter & Blog
Just Have a page -
- Use it share pictures
- Use it to direct back to
main website

45. What’s a Facebook page?
Meeting place for people interested in your organisation
See statistics and visitors profile
First point of call for info and content (links)
Open, public place to communicate with your supporters
Use as a way to draw people to main website
NOT same as a Facebook personal profile

46. Another way to let people know
your news & interviews Audioboo
Less bandwidth than video
Embed in website
Comments make conversations
Audioboo – 5 min recordings
Instant reporting when editing not a
concern
‘Audacity’ is free software for
recording and converting to MP3 to
load to the web -
http://audacity.sourceforge.net/
http://audioboo.fm/Bletchleypark

47. Social Media = Finding
content uploaded by
others .. keep looking. Anyone can be a content creator
Upload and edit videos in your
Individual clips …
own channel
… or a gallery.
http://www.youtube.com/user/VolunteerCentre1 Show Organisation is Genuine &
has Personality
Increases Reach. If campaigning
can be a bold call to action
Keep content Fresh
25% of audience 15 – 24 yrs
3.7 billion videos viewed in
January 2012

48. 200,000 UK accounts Pinterest
'Home Decor' is most popular category
Most popular age is 25-34
Pin boards and share collections of
pictures (Repinning)
Check copyright of pictures you upload
and pin as you would a website
7.9 million visits in Sept 2012 (786%
growth over 12 months)
Analytics feature to show what is popular

49. Image Sharing – Flickr Visual record of events
A event for all the group Access to reusable
images
Easy to put on website
Hosting 5 Billion images
(Sept 2010 – royalpingdom.com)
Pinterest website
Visual record of work done
or projects supported
Commoncraft Video

50. Professional Social Networking
Join sector specific special interest
discussion groups
Now has section to record volunteer
experience

51. Host your own Social
Network
Communities building
their own spaces
- for discussion
- sharing
- shows belonging
Alternatives:
Yammer, Google Sites,
SocialGo, Facebook,
Wackwall.com

52. New way to interact – a Quick
Response from visitors – QR Codes
Letting people know how to get involved
14.5% of Smartphone users have scanned one.
What for? Magazine/Paper (51%), Product
(38%), Poster/Flyer (28%), Business Card (12%)
(Comscore - EU5 Jan-Mar 2012)
http://www.nottinghamcvs.co.uk/files/Get%20involved%20-%20volunteer.doc
Create with - http://qrcode.kaywa.com/ : Read with - http://redlaser.com/ (app)
Works well for ... Bear in mind …
- Direct to difficult web address - No major benefit on a web page
- Print media & flyers - Check location has connection
- FREE to create and use - Needs smart phone
- Current 'buzz' - Check link hasn't changed

53. ..even just to be noticed by a wider
audience - get your organisation
listed with 'Google Place' page
- Verified e.g. Voluntary
- Add Photos Action Rotherham
- List Offers Derwentside
- Streetview Maps CVS & VB here
- Show Ratings
- Comments

54. Growing - Location based Marketing & Communications
Incentive to visit location
In use by
Uses Smartphone
Shelter Scotland
A way to meet up and be
Was used by
competitive with others
M&S in
Breast Cancer Care
Share tips, comments, to-
week
do lists and pictures
Become a 'mayor' and
unlock extra rewards
Claim venue & set up
page with visitor 'specials'
Over 10 million users
(June 2011 - worldwide)

55. Commoncraft Video
A Listening Dashboard explaining RSS
• 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
Google Alert or Twilert e-mails for important keywords
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!

56. Following online chat or an topic #hashtag
Events often expensive & time consuming to attend, but great for
learning & sharing. Participate online or catch-up on tweets, speaker
talks, video interviews and event pictures. Mange in :Hootsuite & Tweetdeck
Conversations #chat2lrn
in :
4pm Thur
Twitterfall
#nptalk
Tweetchat
8pm Wed
#yorkshirehour
8pm Wed
#vcssupportnw
#bigtif etc.

57. Pulling it all together
• Consistency across all websites & social networks
• 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!

58. Consistency across all websites
& social networks

59. 'Add This' (e.g. NAVCA)
for sharing and
tracking links with
others on line ...
Show all the
channels on your
main home page

60. Websites suited to
viewing on a phone
Volunteering Apps
Use of smartphone

61. Also...
(Almost) whatever task you want to do there will be a website or service
to assist you ...
Eventbrite
Mailchimp
Doodle, Survey Monkey, Jing, Google+, Pinterest, Google Drive, ifttt,
Dropbox, Slideshare …
... maybe best left for another time!
Or for a Social Media Surgery

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

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

64. Measuring Marketing Success
- Check how many times links are clicked if using Bit.ly
- Listen what's said about your organisation using Topsy
- Monitor Google Analytics, Facebook Insights, Wordpress visits
- Measure Tweetreach, SocialBro, Twentyfeet, Sparkwi.se
- Visualize Infographics on Visual.y, Infogr.am, My Social Strand
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 and video
Say Thank You!

65. The Answer?
Know your Message & go to where your Audience are
Select appropriate Social Media websites to use
Try out Cost and Time saving websites
Add links to your social networks in your email signature.
- on posters
- in QR codes
- be consistent
Do Better Things ….
….Do Things Better
Start small … what one thing could you try out today?

66. Social Media – Next Steps
• How could your organisation use or make more of social media?
• Only beneficial if you can see how it helps achieve your goals
• Keep it relevant and human – listen first, don’t promote your own work
• Don't do it just 'because everyone else is'
• Have a plan thinking short, medium and long term and have an internal
policy and guidelines for using it
• Think of how it applies to Marketing, Fundraising, Productivity,
Communications .... and everything else you do
• Implement, monitor and adjust – and remember it takes time - maybe 2
to 4 hours per week!
Be Helpful – Be Generous - Say Thank You - Share, be amazed what you
get back!

67. Useful links and websites
navcaboodle
ivo - For
For Local
Volunteering
Support
Organisations
Organisations
Social Media Surgeries
To share and learn about social media for communities

68. Any Questions?
Unanswered Questions
Things you'd like
to be able to do?
Anything else ….
(Technology related!)
My Guides and Links - http://nptechuk.wordpress.com/sms-links/
Media Trust All Our Stories - http://resources.mediatrust.org/microsite/allourstories

69. Useful links and websites
• Social Media Guides http://nptechuk.wordpress.com
• Video Tutorials http://www.grovo.com
• My Learning Pool http://www.mylearningpool.com
• Community How To http://www.communityhowto.org.uk
• Social Media Surgeries http://www.socialmediasurgeries.com
• Charity Comms http://www.charitycomms.org.uk
• KnowHow Non-Profit http://www.knowhownonprofit.org.uk
• Jargonbuster http://www.socialbysocial.com/book/a-to-z
• ICT Knowledgebase http://www.ictknowledgebase.org.uk
• The Very Tiger Blog http://www.theverytiger.com
• Watfordgap Services http://www.watforgapdervices.org.uk
• Workshop Resources http://www.scribd.com/watfordgap/shelf
• Charity Technology Trust www.ctxchange.org

70. Thank You – My Email & Twitter contacts
Paul Webster
paul @ watfordgapservices.org.uk @watfordgap