Social Media: Getting your Voice Heard

Liz CableReach Further

This is Hannah

This is Hannah

• She suffers from a rare form of epilepsy called West Syndrome

• She needs to be put on the Ketogenic Diet, only available in the US

• This costs more money than her parents can afford.

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Created a website

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Created a Facebook page & ran fundraising events

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Created a store

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Created a sponsorship appeal

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Featured in the local news

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Resourcing this campaign

• What skills did they have? Marketing, IT, sales, fundraising?

• What specialist equipment, software, or hardware did they have?

• How much did they spend on stock for their shop?

• How much did hosting & build of FOUR websites cost them?

• How much did press & PR cost them?

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Cost of this social media “campaign”

nothing

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What were the results?

from nothing to

£5000+ in two months

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Their fundraising now supports

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Would your IT Policy have allowed this?

• Can your staff access Social Media sites from your network, & on your equipment?

• Are they allowed to share your content on social networks, and mention you in their status updates?

• Are your committed supporters able to?

• Do you need to give your supporters a way around their work IT Policy e.g a mobile site accessible from a handheld device?

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Would your web presence have allowed this?

• Can your supporters share your content?

• Have you joined your supporters on their networks of choice?

• How easy do you make it for them to spread YOUR message?

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Would your web presence have allowed this?

• This morning, I couldn’t read the websites of two major charities on the train or in the taxi – a journey time of 3.5 hours.

• But I could read The Hannah Foundation site, buy stuff in it’s shop and sponsor its supporters . . . On my blackberry, ipad, phone, google, android . . .

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Why Social Media?

“It’s not the strongest of our species who survives, or the most intelligent, but the one who is most responsive to change.”

Charles Darwin

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What is Social Media?

SOCIAL = anyone (& everyone) can have their say

MEDIA = they can say it any

way they want to

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What is Social Media?

“In an affluent society, we value our time and our money, so before we invest either of them in a purchase or an activity, we want to know if it is worthwhile. To figure that out, we turn to other people, listening to their advice and observing their behaviour.”

Craig McMurtyMicrosoft Developers Weblog

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http://therealgeorgeosborne.com

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“Social media has the benefit of reaching a huge number of people, and spurring them into taking positive action – if you get it right. We wanted to give people something that was genuinely funny and interesting to get their attention, engage them in the issue and, hopefully, ask them to take a moment to send an email to the chancellor.For us, it was important that the very term "food speculation" made it into the public consciousness . . .”

World Development Movement's Christine Haigh on www.theguardian.co.uk

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“I'm delighted to say the campaign looks to be working. So far we've had over 13,000 views on YouTube and, as I type, 1,400 people have emailed George Osborne's office.”

World Development Movement's Christine Haigh on www.theguardian.co.uk

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World Development Movement's Christine Haigh on www.theguardian.co.uk

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Resourcing Social Media

• The issue isn’t money• There are loads of FREE tools online

and on mobile (and both!) to support your work.

• The issue is TIME• But people can donate micro-

amounts of time to create a BIG difference.

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Online Petition Tools

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Why start an Online Petition?

• Instant access to millions of Internet users around the world

• Raise awareness for your charity: Specific causes for specific audiences

• Low cost: don't need a marketing budget

• Less legwork: No standing around on the high street

• Start a discussion: With online petitions, you can interact with your signers

• Build a lasting community.

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Online Petition Tools

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Online Petition Tools

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Traditional Advertising

Sarnoff’s Law

A network with 100 people is 10 times as valuable as a network with 10 people.

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Web-based Advertising

Metcalfe’s Law

A network with 100 people is roughly a 1000 times as valuable as a network with 10 people.

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Social Media Marketing

Reed’s Law

Compared with a network of 10 people, a network with 100 people is worth 2 raised to the power of 90.

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Social Media Marketing

Beckstrom’s Law

“The value of a network equals the net value added to each user’s transactions conducted through that network, summed over all users.”

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Social Media Marketing

Beckstrom’s Law

In English . . . .

“The more people you connect to, and the more your contributions add value, the more valuable the network becomes.”

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reach engage amplify convert hold

The REACH model

reach How many people receive our message?

engage How many people talk to us?

amplify How many people talk about us?

convert How many people support us?

hold How many people become supporters?

reach engage amplify convert hold

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The aim is to get trusted referrals . . . from people who authentically evangelise your product or service for you.

Steve Holzner“Facebook Marketing”

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o 850 million on FaceBook o 700,000 new members a dayo 50% of over 65’s in UK are on

Facebook

o 100 million on LinkedIn / 10 million (UK)

o 100 million on Twitter / 16 million (UK)

o 20 million follow Lady Gaga

o Over 25 million on Google+

o 32 million on YouTube

Where are these influencers?

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Orkut, RenRen, Hyves - compete with Facebook

Xing, Ecademy, Glassdoor & more

- compete with Linkedin

Twitter is Twitter everywhere

For Global Charities

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Popularity of networks (2011)

http://blog.wildfireapp.com/2012/01/19/measuring-the-business-impact-of-social-media-infographic

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When do they influence?

o 75% of social networkers access their networks from their mobile devices

o More than 250 million people access Facebook through mobile

o Half of UK population is on Facebook

o A fifth of them have it open permanently.

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What do they DO online?

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Caring = Sharing = Caring

Writing for The Economist, Sheryl Sandberg, COO of Facebook, noted that many social media users post photos on their sites so that friends and family, often hundreds or thousands of miles away, can see them. “They share because they care.” On the flip side of this, people are now sharing stories many of which provoke strong feelings and encourage people to act. Campaigns can be started this way,: “They care because they share.” Sandberg also referred to Iceland where the Government, drafting a new constitution, used social media to put the figurative pen in the hands of its citizens; and The Arab Spring where (mainly younger) people used social media to give individual citizens a voice that had to be heard.

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Social Media for Charities

There is a big

dis-connect

http://www.charity-commission.gov.uk/library/about_us/ccnews36.pdf

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Social Media for Charities

There is a big

dis-connect

http://www.charity-commission.gov.uk/library/about_us/ccnews36.pdf

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Social Media for Charities

What can you use social media for?• Awareness Raising• Fundraising, Sponsorship & Event

Management• Lobbying & Petitions• Volunteer Recruitment• Crowdsourcing• Journalist & Press relations• Open Source & Social software• Supporting your supporters

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Caring = Sharing = Caring

• How sharable is the content on your website?

• You can add sharing tools easily using:

• Sharethis

• Addthis

• WIBIYA

• Widgets are readily available for Facebook, Linkedin, Pinterest, Google+ etc.

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Benefits of Social Media

http://blog.wildfireapp.com/2012/01/19/measuring-the-business-impact-of-social-media-infographic

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Measuring ROI

http://blog.wildfireapp.com/2012/01/19/measuring-the-business-impact-of-social-media-infographic

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In Summary

• You need to ALLOW social media• You need to USE social media• Resources for marketing, PR,

fundraising etc. become TIME not MONEY

• This allows you to mobilise your VOLUNTEERS

• Mobile = social

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FINAL THOUGHT

Even people who can’t afford to donate cash, will donate a Tweet.

@lizcable

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