Social Media
for
Organisations
Paul 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).

• 'Networking' What we are going to do today
• 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 ...
. . media rich, interactive, content served based on preferences,
open for comments, conversations WITH visitors encouraged.
Web 2.0
=Social Media
=New Media
=Social Networking

Are you on Social Media?
No? Probably – Yes!
Have you checked?!
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?
So, What is Social Media?

Social Networking – the numbers
• 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)
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)
Over 25 million
smartphones in use in UK
Increase from 31% (2010) to 45% (2011) of people who
51.3% of phone market
(Ofcom Aug2011 / ComScore Dec2011) 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

It's 'Relational' not 'Transactional' So, Social Networking
“The Conversational Web”, not a Broadcast.
is 'the leveller'.
Listen more than you talk – and interact
Link and Share, and Share again – this keeps Increases INCLUSION
the conversations flowing. Share other peoples and gives
news more than your own (maybe 10 to 1)
Communities a voice
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!
Common Craft
Be Helpful – Be Generous - Say Thank You - What is Social Media Video
Share and you’ll be amazed what you get back!

Social Networking – 5 ways relevancy to the sector
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 donors
Dogs Trust, Whizz Kidz, Haworth Cat Rescue
Campaigning – May be local, but your campaign can become national
Jack 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 tools
Main cost is time – but not as much as the time it takes now!
Communications – Join in with your supporters
Listening, Responding, having Conversations with supporters and stakeholders

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.

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

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

• Don’t worry it’s not finished
– A half formed blog post can be more inspiring and
create a bigger conversation Some concerns?
• 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 (http://podnosh.com/social-media-
so do the same for them help/what-makes-the-web-social/)

Any Questions, so far?!
Refreshment
Break

Social Media Planning

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

Volunteer Recruitment OASIS was developed by @JohnSheridan
John.Sheridan@SocialMedia404.com
• 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

Objectives – what do you want to achieve
People and needs first, then tools
<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?!

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

You don’t have to start the
conversation!
It’s difficult to get people to It’s easier to go where
come to you people are already
Do you know who your target audience are?
Are they already using social media sites (and which ones)?

Decide what you are going to say
• 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

Which Tools?
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?

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

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)

Have you got a communications plan?
You've got a social networking strategy!
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.
Step 2 – Pick one goal to pursue
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

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!

Example of Social Media sites & the goals of organisation
1
Which tools are the best 7 2
Each website can help with
all these to some extent Also Social
6 Collaboration 3
Marketing
and
Fundraising Productivity
Tools
Campaigning 5 4
Communications
Productivity
Examples of use

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
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
‘Audacity’ – free software for recording and
converting to MP3 to load to the web http://
broadcasting events
audacity.sourceforge.net/
Commoncraft Video explaining Podcasting Instant reporting when editing
Visit
not a concern

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

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 sites
From TEDx, to Commoncraft, to YouTube – its all there!

Over 55 million Wordpress blogs
Two flavours - .com & .org
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
Online journals – Blogging - Commoncraft Video - explaining Blogs

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
Busts Dog’s
For Link to Twitter & Blog
Trust
Justice
Direct back to home page
Social Networking - Facebook

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

Alternatives:
Google Sites, SocialGo,
Facebook, Wackwall.com
Communities
building their
own spaces
- for discussion
- sharing
- shows
belonging

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)

Jack Draws Anything
Jack 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
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)
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

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
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!

Listening
News feeds
In and Out
(Nottingham SMS RSS)

Others listening to you ...
• 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

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

A transient
conversation,
short updates,
signposts to
resources and
conversation
starters
Microblogging – Twitter - Commoncraft Video explaining Twitter

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.

Potential to access the influencers
Peter Wanless
@peterwanless
Tweets.
CEO of Big Lottery
Nick Hurd: @minforcivsoc
Tweets. reads and comments
Minister for Civil Society
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!

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

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

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

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>

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

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 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!

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

Social Media - In conclusion
• 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 - 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?

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

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

Useful links and websites
• 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

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