Social Mediafor

OrganisationsPaul Webster (Twitter : @watfordgap)

3rd April 2012

Good Morning and House Keeping

“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).

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/

Finding Out – Networking and Communications

Lets play a game!

It’s about conversations…..

What is Social Media and why is it relevant

Old media - Web 1.0 . . .

. . static websites with no interaction, text heavy content.Information just fed TO visitors

(Others – if you dare!)

New media - Web 2.0 ...

Web 2.0 =Social Media=New Media=Social Networking

. . media rich, interactive, content served based on preferences, open for comments, conversations WITH visitors encouraged.

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?

• Of all website visits 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)

• 96% of those aged 18 – 35 are on at least one social network

• Of the 48.6 million adult population (ONS) active on social media sites, 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)

• 50% view their page daily (February 2012)

• YouTube is 2nd most popular way people search for content.

• One to watch? Pinterest visits up from 50k to over 300k in 1 month. (Nov 2011 Comscore)

Social Networking – the numbers

• Average social network user is aged 37

• LinkedIn it's 44, Twitter 39, Facebook 38 & Bebo 28 (typical user younger)

• 52% of Facebook users are 18 to 34 yrs

• However of active social networking users, 55% of those over 65 are on Facebook & 19% of all users are over 45

• 55% aged 18-34 check their social networks at least once a day (June 2011)

So, its not a passing phase, but it is important that organisations direct effort to the right network(s)

(From - www.clickymedia.co.uk & www.hitwise.com)

Social Networking – the numbers

http://bigbible.org.uk/2011/12/social-media-infographic/#.Tt6yloSrmSo

Use of social networks and blogs is almost 23% of time spent on internet in UK, 159% increase in last 3 years.

2nd and 3rd 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 5% to 47% (Dec 2009 to Dec 2011). Apple is 30%, Symbian <5%. (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'

Learning can take place in chunks whilst commuting

Over 25 million smartphones in use in UK51.3% of phone market(Ofcom Aug2011 / ComScore Dec2011)

So, Social Networking is '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 – and interact

Link and Share, and Share again – this keeps the conversations flowing. Share other peoples news more than your own (maybe 10 to 1)

We're all “content creators”. Our message is as valid as anyone's – whatever size organisation. Our campaigning voice can be just as loud

Increased Reach - traditional reporting barriers broken down and communities empowered

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 CraftWhat is Social Media Video

Marketing - Virally promote goals of your cause or brand BHF – Stayin' Alive (1.8million views, linked to other SNS), Bullying UK – Poster Maker

Fundrasing - Gain new volunteers and donorsDogs Trust, Whizz Kidz, Haworth Cat Rescue

Campaigning – May be local, but your campaign can become nationalJack draws Anything - raising funds and awareness for Sick Kids Friends Foundation

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 toolsMain cost is time – but not as much as the time it takes now!

Communications – Join in with your supportersListening, Responding, having Conversations with supporters and stakeholders

Social Networking – 5 ways relevancy to the sector

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.

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

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

Inclusion – Voluntary Sector audience• Social networking shouldn't replace face to face communication

• Although 77% of households are connected and 30.1million people access the internet every day (ONS 2011 / 2010), 8.4 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)

• 1200+ partners pledged to help people get online, find what they want online & then stay online. Resources to help become a Digital Champion

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

– 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 so do the same for them

(http://podnosh.com/social-media-help/what-makes-the-web-social/)

Refreshment Break

Any Questions, so far?!

Social Media Planning

The voluntary sector problemWhere to start

Knowledge / Confidence

Fear

Capacity

Access

Time

Cost

Any more?

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 John.Sheridan@SocialMedia404.com

People and needs first, then tools

Objectives – what do you want to achieve

<Guide – Page 6 – Benefits Q1 and Q2>

Stop and think!

What is your organisation trying to achieve?

– How does it fit with the communications plan

– What goals do you think social media might help with?

Do you already have a website that you can update yourself?

– Can be as simple as a Google Site or Wordpress

– Internet presence is now your main shop window

Have you got the time?

Are you ready and prepared for change & to release some control?!

If you build it, they won’t come

Audience – Who are they? – Where are they?

<Guide – Page 7 – Is it suitable? Question 2>

You don’t have to start the conversation!

It’s easier to go where people are already

It’s difficult to get people to come to you

Do you know who your target audience are?

Are they already using social media sites (and which ones)?

• Attracting 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 and social networks on all communications

Decide what you are going to say

Share how are you communicating nowWhat 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?

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

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

Strategy - pick a plan with a path that fits

<Guide – Pages 8,9,10- Steps 1 and 2>

Pick a goal or campaign to pursueDecide who is going to be involved and how muchConsider responsible use (Appendix 2)

Step 2 – Pick one goal to pursue

Use of social networks are similar to use of phone or newsletters. A campaign or fundrasing activity will have a strategy – social media tools now part of your resources.

Clear purpose of the organisation - WHAT

Identified audience / clients – WHO

Aims and direction – WHERE

Communication styles (incl social networks) – HOW

NOW – Choose the right tools

However - you should have social media use guidelines

Have you got a communications plan?You've got a social networking strategy!

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

Implement - match right social networking tool

<Guide – Pages 11, 12– Steps 3, 4 and 5>

Research – see how others do it (See Appendix 3)Decide on your approach and set targetsJump in!

Example of Social Media sites & the goals of organisation

Examples of use

1

2

3

45

6

7

Also Social Collaboration and Productivity Tools

Marketing

Fundraising

Campaigning

Communications

Productivity

Which tools are the best

Each website can help with all these to some extent

How are these being used?• Tools to make workflow smoother

– Doodle, Eventbrite, Coveritlive, Dropbox

• Sharing of content– Scribd, Slideshre, issuu, Twiki

• Listening and Content– RSS feeds, Diggo

• Campaigning, Collaborating and Communicating

– Facebook, YouTube, Twitter, Wordpress

• The future– Augmented Reality, Location based services

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 to let people know your news & interviews

Less bandwidth than video

Embed in website

Comments make conversations

Audioboo – 5 min recordings

Use 'Twitcasting' for broadcasting events

Instant reporting when editing not a concern

Image Sharing – FlickrA 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)

Also see Pinterest

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

Video based instructional sitesFrom TEDx, to Commoncraft, to YouTube – its all there!

Online journals – Blogging - Commoncraft Video - explaining Blogs

Open platform for community led content & story development

Quick & easy to set up and to develop

Draws people to the website

Get feedback from people and start conversations

Other spaces - Tumblr & Posterous

Over 55 million Wordpress blogs

Two flavours - .com & .org

Social Networking - Facebook

Dog’sTrust

BustsForJustice

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

Create pages around a campaign or issue, not about the organisation

Respond to questions

Notes and Likes- other ways to use Facebook

Professional Social Networking

Join sector specific special interest discussion groups

Now has section to record volunteer experience

Communities building their own spaces- for discussion- sharing- shows belonging

Alternatives:Google Sites, SocialGo, Facebook, Wackwall.com

Growing - Location based Marketing & Communications

Incentive to visit location

Uses Smartphone

A way to meet up and be competitive with others

Share tips, comments, to-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)

In use byShelter Scotland

Was used byM&S inBreast Cancer Care week

Jack Draws AnythingJack Henderson - drawing pictures for friends to raise money for Sick Kids Friends Hospital in Edinburgh who were caring for his brother.

Local Media Coverage → National Media

2 weeks → 536 requests, £10k raised

Built on a free Posterous Spaces website

Link together social network sites & make it easy for visitors to Like or to Follow.

7400 Facebook Likes, 1000 Twitter Followers

2000 emails a week, 400k website visits, 5.8 million Facebook views!

Wanted to raise £100 - over £30,000 raised

Uses a Just Giving page to manage donations

Completed 500 drawings

Book of 290 drawings published

New way to interact – a Quick Response from visitors – QR Codes

Works well for ...- Direct to difficult web address- Print media & flyers- FREE to create and use- Current 'buzz'

Letting people know how to get involved in volunteering ...

http://www.nottinghamcvs.co.uk/files/Get%20involved%20-%20volunteer.doc

Create with - http://qrcode.kaywa.com/ : Read with - http://redlaser.com/ (app)Bear in mind …- No major benefit on a web page- Check location has connection- Needs smart phone- Check link hasn't changed

• 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 DashboardCommoncraft Video explaining RSS

Listening

News feedsIn and Out

(Nottingham SMS RSS)

• 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 ...

..even just to be noticed by a wider audience - get your organisation listed with 'Google Place' page

Voluntary Action RotherhamDerwentsideCVS & VB here

- Verified- Add Photos- List Offers- Streetview Maps- Show Ratings- Comments

Events AS they happen not AFTER they have happened

200 million registered users

180 million tweets posted per day

7 million users in UK

40% of tweets are from mobiles

A place to listen and respond to people. To generate a wider awareness of what you do and draw an audience to your site

Microblogging – Twitter - Commoncraft Video explaining Twitter

A transient conversation, short updates, signposts to resources and conversation starters

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 result in better quality on-line learning through discussions and shared links than a large network of followers who never have conversations or share ideas and knowledge.

Peter Wanless @peterwanless

Tweets.CEO of Big Lottery

Nick Hurd: @minforcivsocTweets. reads and commentsMinister 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

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!

… 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 ...

Show all the channels on your main home page

'Add This' (e.g. NAVCA) for sharing and tracking links with others on line ...

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, Scoop.it, Survey Monkey, Scribd, Slideshare

BONUS – Tools to make things easier!

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 success7, Develop

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, monitorgroups & find new people to follow

Add video to YouTube, share a resourceon-line, create podcast & build profile

Measuring 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 page visits- Measure. Tweetreach, Twitalyzer, SocialBro, www.twentyfeet.com- Visualize. Infographics on Visual.y, My Social StrandBUT …. 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!

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

• 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

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 you any UnAnswered Questions?!

• How can we keep the conversation going?

For Local Support Organisations

For Volunteering

Organisations

To share and learn about social media for communities

Useful links and websites

My Learning PoolCost 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

• ITEM3 www.item3.org.uk

• CITA www.communityitacademy.org/

• DAIN Project www.dainproject.org/

• My Learning Pool www.mylearningpool.com

• Social Media Surgeries www.socialmediasurgery.com

• Charity Comms www.charitycomms.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

Thank You – My Email & Twitter contacts Paul Webster

paul @ watfordgapservices.org.uk @watfordgap