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Practical Social Media - VODA

  1. Social Media for Organisations Paul Webster (Twitter : @watfordgap) 3rd April 2012
  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 • 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 !
  5. Finding Out – Networking and Communications
  6. Lets play a game!
  7. It’s about conversations…..
  8. What is Social Media and why is it relevant
  9. Old media - Web 1.0 . . . . . static websites with no interaction, text heavy content. Information just fed TO visitors (Others – if you dare!)
  10. 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
  11. 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?
  12. 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)
  13. 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 - &
  14. 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
  15. 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!
  16. 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
  17. 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.
  18. 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%)
  19. Urban Forum Member Survey 2011. About types of social media use
  20. 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
  21. • 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 ( so do the same for them help/what-makes-the-web-social/)
  22. Any Questions, so far?! Refreshment Break
  23. Social Media Planning
  24. The voluntary sector problem Where to start Knowledge / Confidence Fear Capacity Access Time Cost Any more?
  25. Volunteer Recruitment OASIS was developed by @JohnSheridan • 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
  26. Objectives – what do you want to achieve People and needs first, then tools <Guide – Page 6 – Benefits Q1 and Q2>
  27. 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?!
  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. 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)?
  30. 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
  31. 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?
  32. 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
  33. 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)
  34. 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
  35. 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!
  36. 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
  37. 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
  38. 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 Commoncraft Video explaining Podcasting Instant reporting when editing Visit not a concern
  39. 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 – Also see Pinterest Commoncraft Video explaining Image Sharing
  40. 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
  41. Video based instructional sites From TEDx, to Commoncraft, to YouTube – its all there!
  42. 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
  43. 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
  44. Create pages around a campaign or issue, not about the organisation Respond to questions
  45. Notes and Likes - other ways to use Facebook
  46. Professional Social Networking Join sector specific special interest discussion groups Now has section to record volunteer experience
  47. Alternatives: Google Sites, SocialGo, Facebook, Communities building their own spaces - for discussion - sharing - shows belonging
  48. 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)
  49. 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
  50. New way to interact – a Quick Response from visitors – QR Codes Letting people know how to get involved in volunteering ... Create with - : Read with - (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
  51. 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 – • 'Listen' to multiple channels with - • Turnaround – Use these services to publish FOR your audience!
  52. Listening News feeds In and Out (Nottingham SMS RSS)
  53. 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
  54. ..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
  55. 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
  56. A transient conversation, short updates, signposts to resources and conversation starters Microblogging – Twitter - Commoncraft Video explaining Twitter
  57. 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.
  58. 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
  59. 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!
  60. 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.
  61. 'Add This' (e.g. NAVCA) for sharing and tracking links with others on line ... Show all the channels on your main home page
  62. BONUS – Tools to make things easier! • Communication – Skype, Oovoo, ipadio, Mailchimp, Screenr, Twitcasting • Organising Tools Eventbrite,,, CoverItLive, – Doodle, for Productivity/Support • Collaboration – Google Docs, Dropbox, Huddle, Tom’s Planner • All-round useful – Jing, PDFCreator,, Survey Monkey, Scribd, Slideshare
  63. 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>
  64. 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
  65. Measuring Success - Check how many times links are clicked if using - Listen what's said about your organisation using Topsy - Monitor. Google Analytics, Facebook Insights & Wordpress page visits - Measure. Tweetreach, Twitalyzer, SocialBro, - 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!
  66. 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
  67. 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!
  68. 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?
  69. Useful links and websites For Local For Support Volunteering Organisations Organisations To share and learn about social media for communities
  70. 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
  71. Useful links and websites • ITEM3 • CITA • DAIN Project • My Learning Pool • Social Media Surgeries • Charity Comms • KnowHow Non-Profit • Jargonbuster • ICT Knowledgebase • The Very Tiger Blog • Watfordgap Services • Workshop Resources • Charity Technology Trust
  72. Thank You – My Email & Twitter contacts Paul Webster paul @ @watfordgap