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10:10 & social media {}{ FTW! }{}

• Me:

★ Cian O’Donovan

★ cian@1010uk.org

★ twitter: @cian | @1010

★ facebook.com/the.cianodonovan

★ facebook.com/tentenuk

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This is me, and these are all the ways you can get to me and find out about me and 10:10. It’s no good having a social network if people can’t find you. So tell them!

Today’s menu

• What is (so special about) social media

• “Look, I’m just here to find out about Facebook and Twitter”

• Managing the flock

• We fail often. And sometimes succeed. For example...

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Let’s start off from first principlesI’m going to spend half the chat here talking about generalities. The reason why we use media, any media, and then the way we use social media in particular

Take a look at the individual channels we use, mainly FB and Twitter

(old) Media

416th century about 100 years AFTER the Gutenberg press is invented. Slow, labour intensive, not many celebrities. and CRUCIALLY, it was a one way street. The remained virtually unchanged until the telegraph in the 19th century. Even then, we were limited to that one way street.

So it’s worth thinking about what we’re trying to do with the media, be it social or otherwise.

We consider three crucial factors when producing any media...

Audience

image(cc) http://www.flickr.com/photos/anirudhkoul

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There must be an AUDIENCE. NEVER forget the audience. Please please never ever forget the audience. If you don’t understand them they are unlikely to get you.

image(cc) http://www.flickr.com/photos/anirudhkoul

Message

image(cc) http://www.flickr.com/photos/pengrin/389247291/

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The point of ANY media. Communicate a message. Simple is always good.

image(cc) http://www.flickr.com/photos/pengrin/389247291/

Reaction

image(cc) http://www.flickr.com/photos/hckyso/2281612637/

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And if you communicate the right message you get a... Reaction:Get your audience to do something, move them on: Buy more product, start a revolution, drink beer, fall in love, save the planetOr maybe just be more ready to do something the next time they get a message from you

http://www.flickr.com/photos/hckyso/2281612637/

Audience (again)

image(cc) http://www.flickr.com/photos/anirudhkoul

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Again please please never ever forget the audience. Key word: EMPATHY. I’m going to keep saying this. In social media, the audience IS the network

image(cc) http://www.flickr.com/photos/anirudhkoul

Pass the Parcel

image (cc) http://www.flickr.com/photos/beneathourfeet/2502755701

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This is what Social Media looks like: ParticipationAudience, Message (prize), Action and reaction (keep going / you win )

image (cc) http://www.flickr.com/photos/beneathourfeet/2502755701

Why social is good

• We can do more with less

• Speed

• Build trust

• Direct relationship

• Instant feedback

• Model: one to many, one to one, many to many

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1. Because our 10:10ers are the network they carry the message (if we get it right). We plant a seed, they run with it. (This is no guarantee btw, you must have fertile soil first).2. We can get messages out from events and lots of other places super fast3. I could do a whole seminar on trust. It’s a fundamental element and if we get it right everything else flows. Google “trust agents Julien Smith” for more.4. Well a seemingly direct relationship, 5. Users talk back. Which is good.

“OK, now tell me about Facebook...”

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We could go into Dunbar Numbers and nodal diagrams but let’s keep it simple...

Channels and networks

• Don’t get hung up about which networks

• Go “where everybody knows your name”

• Maximise return on time invested

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We just follow the audience. Where they are now and maybe a little be where we think they will be.And here’s what we use...

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For 10:10 that’s Twitter. Over 100m users worldwide and lots of celebs.

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Facebook. > 400m users worldwide and and unbelievable 26m in the UK. That’s a Facebook user in every household.

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For you it could be Flickr. We use it as much as possible. (my favourite social network by a long way)

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And don’t forget email. This might be the most social medium we have

think about it; we communicate many to many, or one to one or one to many, we ask for action and we can share

Managing the flock

image (cc) http://www.flickr.com/photos/charlesfred/3137392143/

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Now let’s go through some advice on how to go about this. Again it’s all about audience and how to manage them.

image (cc) http://www.flickr.com/photos/charlesfred/3137392143/

Things to think about

• Resource available to YOU

• How you want to present yourself

• Regulars

• Rewarding participation

• Friends of friends (tweets never die)

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These are all regardless of network/mediumLimited number of suggestions here Let’s keep it simple to begin with

How much time is this going to take?

• Absolutely not 24/7/365

• But not 9-5

• t(o) < A(po).t

• Y.t(f) > t(o)

• Regular schedule

• Set expectations

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Social media is not a free lunch, you’ve got to put some time in. But not all your time.

remember, go where the audience is. That means the hours of the day as well as channel/physical space

Lunch times are good. a good morning message is good. weekends can be quiet

Tone of voice

• Friendly!

• Fun

• Engaging

• Don’t be THAT person at the party

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Say hello and welcome / Crack a joke on occasion / Be the one to ask questions

And don’t be the person who talks only about themselves. BORING

Me, myself and I

• Be a person

• Use the first person

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People aren’t dumb. They don’t expect their facebook group to be run by a robot. Engage them and talk like a real person.

Regulars

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Everyone know this guy? Norm from Cheers. Every bar in the world has a regular. They come in and the bartender knows their name and what they like to drink. And that’s all it takes keep them coming back.

Get familiar with your regulars. They don’t ask for much so give them what they want: Free beer. and remember their name

Rewarding friendship

• This can be as easy as saying hello

• Follow back

• Use people’s names

• These people are the network

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Back in the day the editor was the gatekeeper. Now it’s the nodes in the network. And the nodes are people. Make sure they are on-side.

Public acknowledgement is a powerful motivator. Nobody like being anonymous (well most people).

Take a chance

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We do this every week. Try something new that doesn’t quite come off. What’s the worst that can happen?!?

Just make sure you’re wearing underpants

Other strategies

• Ask questions

• Ask your audience for help

• Learn to speak local

• Ppl <3 pix

• MOST IMPORTANTLY: Integrate with regular comms strategy

• Enter the funnel...

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The last point is crucial. I work closely with JB and Maddy on our comms team. I’m only filling the gaps, they do the real work.

The funnel

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Turning people into 10:10ers

Tools

image (cc) http://www.flickr.com/photos/ebarney/3348965637

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Unbelievable amount of info at your disposal. Even more tools and services. Ignore most of them (for the moment)

image (cc) http://www.flickr.com/photos/ebarney/3348965637

28FB provides most of what you’ll need1. A good pic4. Make sure the crop the pic nicely. This is what users see on other users’ FB pages2. Remember the funnel. 3. Facebook Analytics, click here for lots of numbers.5. Make sure the tabs are nicely laid out. Nothing there that’s not needed6. Use the comment box to reply to Fans.

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Facebook AnalyticsJust don’t spend too much time hereTime better spent talking

30Last piece on Facebook. Remember to empathise with your audience, they’re your network. ppl won’t come to you. this is my friend Joe’s page. I can see he likes 350 Canada And I can see he has shared Casper’s video of Van Jones.

Remember, this is how you pick up new people on networks, so make sure your content looks good on other people’s pages

Follow the Twitter conversation

•Twitter is...

• asynchronous micro broadcast

•#1010

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Twitter is simple. I’m not going to spend much time here explaining. Best thing to do is dive in on twitter.com and follow @cian and @1010.

Search and Hashtags.Super powerful, not just for 1010

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And this is a tweet that is using a 10:10 #hashtag.

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On Twitter the most important thing is following the conversation.

search.twitter.com and the #1010

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Tweetdeck puts everything in the one place for you. Get it. Tweetdeck.com

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So let’s look at a nice self contained example of something that’s gone well for us

First off we based things on an old school blog site with data capture for email.BORING. But it works. We directed people here from our older social media sites and 1010uk.org

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Look, here’s the module we used. You can see that lots of my friends already like this facebook group. That really helps me decide whether to give it a shot or not.

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Note: We’ve done all this prep work on http://lighterlater.org before even getting to Facebook

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Added to this we had links to Facebook and specially tailored Twitter messages on all communicationsThe Facebook page was ready well in advance of any public publicity

And we thought long and hard about the name. It doesn’t roll off the tongue but “Let’s change the clocks to get an extra hour of sunshine in the evening” does a great job of making people want to click the link and “Like”

Future plans

• Working on a UK + Global Toolkit

• Facebook app

• To connect all our groups

• Sign-up to 10:10 right from Facebook

• 10:10:10

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Toolkit to feature: Facebook analytics guide / Twitter measurement tools / More on setting up good Facebook Pages / Further reading, blogs and recommended Twitter accounts.

So now forget about...

• What is (so special about) social media

• Finding out about Facebook and Twitter

• Managing the flock

• Failing and occasionally succeeding

•Just get on with the conversation

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And rememberSocial media can’t and won’t answer all of your issues. Jonathan and Annabel were over the last few weeks were more important than anything I have to say. But it’s a good start to reaching and building an audience.

Thanks for listening!

• Did you ? Get more here:

★ cian@1010uk.org

★ twitter: @cian | @1010

★ facebook.com/the.cianodonovan

★ facebook.com/tentenuk

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Last thing, you prob noticed this at the top, but any time you make a public pres big up your social media.