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Social Enterprise + Social Media = Social Good March 2011

Daniel Tyte Social Enterprise + Social Media = Social Good

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Page 1: Daniel Tyte Social Enterprise + Social Media = Social Good

Social Enterprise + Social Media = Social GoodMarch 2011

Page 2: Daniel Tyte Social Enterprise + Social Media = Social Good

Our conversation today

Social media in context Social media and social enterprises Case studies and takeaways

Daniel Tyte, Working [email protected]@workingword.co.uk

Page 3: Daniel Tyte Social Enterprise + Social Media = Social Good

Social media is mainstream

CreatorsPublish web pages, write blogs, upload videos to sites like

YouTube

CriticsComment on blogs,

contribute to forums and post ratings and

reviews

CollectorsUse RSS and tag web

pages to gather information

JoinersHave profile on and

use social networking sites

SpectatorsRead blogs, forums and online reviews,

watch user-generated videos

InactivesAre online but don’t

yet participate in any form of social media

Forrester Research's European Technographics® Benchmark SurveyQ2 2009

UKsocial mediausage

Page 4: Daniel Tyte Social Enterprise + Social Media = Social Good

British public are heavy users

Page 5: Daniel Tyte Social Enterprise + Social Media = Social Good

People are ignoring advertising

Banner Blindness, Nielsen Norman GroupAugust 2007

Page 6: Daniel Tyte Social Enterprise + Social Media = Social Good

And trusting each other

Nielsen Global Online Consumer SurveyJuly 2009

Page 7: Daniel Tyte Social Enterprise + Social Media = Social Good

The Internet is changing…

• The traditional Internet = Web 1.0 – was built by brands and companies

• Social media is empowering individuals to build communities around themselves- just like social enterprises

• Watch Web 2.0

Page 8: Daniel Tyte Social Enterprise + Social Media = Social Good

What is social media

What’s social media?

Ask Wikipedia!

Social media has a number of characteristics that make it fundamentally different from traditional media such as newspapers [&] television … social media depends on interactions between people as the discussion and

integration of words builds shared-meaning, using technology as a conduit.

“”

Page 9: Daniel Tyte Social Enterprise + Social Media = Social Good

What this really means…

• Watching video clips online • Uploading & sharing video clips • Reading blogs & product reviews• Writing blogs & product reviews• Uploading & sharing photos • Downloading video & audio podcasts • Subscribing to RSS feeds• Commenting on blogs or review sites• Tweeting, Facebooking

Page 10: Daniel Tyte Social Enterprise + Social Media = Social Good

What does this mean to social enterprises?

Page 11: Daniel Tyte Social Enterprise + Social Media = Social Good

Is the Digital Divide narrowing?• Wales has the highest proportion of households using mobile

broadband in the UK. • In Wales, rural broadband take-up (69%) continues to be higher

than urban areas (62%) Ofcom, Aug2010• 18% of Facebook users have an annual income under £15k• Facebook users are 1.5x more likely than other internet users to

also visit jobseekers.direct.gov.uk and 1.6 x more likely to search the term ‘job centre’

www.google.com/adplanner, Feb 2011

Page 12: Daniel Tyte Social Enterprise + Social Media = Social Good

A new type of social exclusion?

Community bid to tackle problems of broadbandFAMILIES and businesses across Carmarthenshire are being "socially excluded" by not having access to fast internet services.

Feb 2011

Page 13: Daniel Tyte Social Enterprise + Social Media = Social Good

Find

• Use social media search tools and your sector knowledge to find key influencers or communities

e.g.• Guardian Social Enterprise

• Welsh Teachers Network

• Young in Swansea

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Listen

Use free tools like

Google AlertsGoogle Blog SearchSocial Mention

to find out what people are saying about you/your space

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Engagement strategy: 5 Tweet Tips

– Introduce yourself and what you do in bio– Your 1st tweet!- Comment on a matter in your world,

and ask for others opinions– Take your content and communications to existing

communities- use search box– Add yourself to wefollow– Watch and learn from other good tweeters- @WWF,

@mashable, @socialmedia2day

Page 16: Daniel Tyte Social Enterprise + Social Media = Social Good

Engagement strategy: 5 Facebook Tips

– Create a fan page– Use the extras- plan events, upload video, hold

contests, poll your audience– Join groups that match your interests- pick up info

and network– Get answers- free market intelligence– Build a hub- link back to your website– e.g Fairtrade

Page 17: Daniel Tyte Social Enterprise + Social Media = Social Good

Conversations not Campaigns

Page 18: Daniel Tyte Social Enterprise + Social Media = Social Good

Fish where the fish are*.

* Fishermen (and bears) have known this for years

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Engagement strategy

• Three key elements:– Take your content and communications to existing

communities– Traditional ‘broadcast’ communications don’t work.

You need to listen, talk and *earn* the right to tell your story

– Brands plan communications in 6 week campaign cycles. People don’t. You have to invest in building ongoing relationships through ongoing conversations

Page 20: Daniel Tyte Social Enterprise + Social Media = Social Good

Case study: Fifteen

What is Fifteen?“Fifteen is a commercial business with a purpose – a global social enterprise with young people at its heart. Fifteen has three restaurants worldwide - Amsterdam, Cornwall and London – all of which operate a pioneering Apprentice Programme for young people, between the ages of 18 and 24, alongside the day-to-day running of the restaurants.”

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Case study: Fifteen

– Created a hub- integrated social back on site– Engaging Facebook site- behind the scenes- can you

give a similar insight?– YouTube brings the people to life in a powerful way-

do you have people like this?– Use Twitter for fan feedback, competitions- can you?– Share intelligence and direction- people can buy into

their mission

Page 22: Daniel Tyte Social Enterprise + Social Media = Social Good

Good Home Needed: Pembrokeshire Frame

– Good Home Needed: tell the story of the item- make it more than an old chair!

– Already have a Facebook page and an eBay shop- make them work together

– Set up a Twitter feed- follow the five tips- and link to items for sale

– Show items off in more detail on Flickr– Own the conversation on interiors/furniture and share

interesting articles with followers/friends

Page 23: Daniel Tyte Social Enterprise + Social Media = Social Good

One Careful Owner: Pembrokeshire Frame

– Set up a YouTube channel and profile an employee of the month- show off your people

– Series of one minute makeover videos – Use Twitter to book collections/arrange deliveries– Use sites to share the journey of a refurbished item

and ask people to feedback on it e.g. What colour it could be painted etc

Page 24: Daniel Tyte Social Enterprise + Social Media = Social Good

When you get back to the office…• Use Google Alerts, blog search,

Social Mention to listen

• Put the Twitter tips into action

• Put the Facebook tips into action

• Use Google Ad Planner for market insight

• Play!

Daniel Tyte, Working [email protected]@workingword.co.uk