Communication using Social Media

Good Morning and House Keeping

Collaboratively

developed

and

delivered by

“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• Do some 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

Jamie Thomas

Lets play a game!

What is Social Media and why is it relevant

Jamie Thomas

Old media - Web 1.0 . . .

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

(Others – if you dare!)

New media - Web 2.0 ...

. . is interactive websites, open comments allowed, conversations and social networking WITH viewers encouraged

Rise of ‘Homo Interconnecticus’ - 2009 was the Year of Social Media

Facebook use in the UK is now 23 million, a third of the population, up from a fifth in 2008

In Jan 2010 Facebook had more global visitors than Google

YouTube is the second most popular search engine

Research claims Social Networking is slowly replacing email

Statistics show 25% of users are aged between 35 – 44 and that 96% of those aged 18 – 35 are on at least one social network site.

There is a steady growth in access to social networks by Smartphone – Facebook mobile traffic has increased globally by 100% in the last 6 months.

The story so far...

52 Facts!

Age DistributionbySocial Network site

Users:Twitter - 25-34yrs (33%)Facebook - 18-34yrs (50%)

(US Pingdom ResearchFeb 2010)

1/3 of the country and more than 50% of internet users are on Facebook

Includes 3/4 of Londoners

3.5 billion pieces of content shared per week

The most popular place for Facebook users .... Is Sunderland

Use of social networks and blogs now accounts for almost 23% of time spent on the internet in the UK, which is a 159% increase over the last 3 years.

(‘Other’ is largely made up of Online Banking & Job Searches)

The internet as a friendly conversationThe art of conversation is to listen more than you

talk – it’s a two way process

• Read and Listen – find out what is happening already

• Link and Share – and link again! Its these links that keep the conversation flowing

• Comment and Feedback – agree or disagree, this is what builds communities around a topic

• Say Thank You – as social media is more about the links, introductions and relationships than the technology ... (so thank you to @podnosh for inspiring this slide!)

• Be Helpful – share what you have and you’ll be amazed when you get back! (http://podnosh.com/social-media-

help/what-makes-the-web-social/)

Social networks are different to broadcast media

• Social networks are relational not transactional tools

• Often you will hear it referred to as ‘the conversational web’

• Social media rewards

– Generosity

– Other-centeredness

– Helpfulness

• 20-to-1 rule

you should make 20 relational deposits for every marketing withdrawal

• Gain new volunteers and donors - Dogs Trust, Whizz Kidz, Milton Keynes Make a Difference

• Virally promote your cause or brand – i-volunteer.org.uk, Bullying UK

• Campaign - NUS persuaded HSBC to drop high charges on student overdrafts after getting support of 5,000 Facebook users, Busts For Justice forced Marks & Spencer to change their pricing policy on larger size Bras following a mainstream Facebook campaign of 30,000 people

• Cheap or free to use productivity tools – main cost is time

• Easier to engage with stakeholders

Why are they relevant?

2010 our research found that less than 25% were using social networking services (SNS)

Main barriers:

Lack of knowledge/confidence – where do we start?

Lack of business case – not a factor in organisational planning

Access restrictions – either connection or equipment not suitable

Perceived risk of mixing personal and professional networking

In the 2010 Idealware survey, 38% said they would look for a Facebook page for an organization they were considering volunteering

Voluntary sector usage...

28 (23.9%)35 (29.9%)47 (40.2%)7 (6.0%)0 (0.0%)

NAVCA Survey

117 Chief Officers - June 2010

When asked what organisations had on their website:[nfpSynergy – Virtual Promise 2008 (groups with <£1m turnover)]

20% - online picture and media storage

• 15% - RSS feeds

• 10% - Podcasts

But when asked about external social media sites used:

• 17% - Facebook for their cause

• 9% - Youtube

• 7% - Flickr

2009 after our 1st round of NSS training

– Prior to training, 35% had a profile on at least one social network

– After training, 80% had a profile on at least one social network

– 15% are also blogging

Voluntary sector usage...

Social networking should never simply replace face to face communication

Although 30.1million people access the internet every day (ONS 2010), 9.1 million people have never used it

Of the 9.1 million just 2% of those earning above £41k don’t use the internet, for those earning less than £10k this rises to 31%

Similarly just 2% of those with a degree level qualification don’t use the internet, rising to 55% of those with no qualifications

The largest group of ‘non-users’ (5.3 million) are in the social grouping C2DE and aged over 55.

The ‘www.raceonline2012.org’ campaign is working to help these people get online

Not everyone chooses to use the internet

Away from urban areas there can be difficulties with connectivity (33% < 2mbps in Penrith & Borders)

Rural communities in parts of Lancashire / Cumbria adopting the JFDI fibre to the home principal.

Open up access to public networks and use £200m from digital switchover for community broadband. Cumbria as a model – Ed Vaisey MP

Those in BME networks or from communities without English as a first language should not be disadvantaged either. (V4CE survey in March 2010)

26% of BME Support Organisations use Social Media in their work

43% were put off using social media due to confusing jargon

75% of people in BME communities don’t use internet regularly

Not everyone can use the internet

Refreshment Break

Social Media Planning Guide“So you think you want to use Social Media”

Simon Duncan

The voluntary sector problem

• Where to start

• Capacity

• Knowledge

• Fear

• Time

• Cost

• Type of guidance available

The experiment

“To develop a guide for VCOs to use to enable them to set up and implement a social media strategy, if relevant, which

will help them to achieve their goals”

#socialmediavco

Find out about the most common social media tools

Explore if and how they may be useful in helping local VCOs in Yorkshire & The Humber to achieve its goals

The steps

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

Needs first, then tools

Objectives – what do you want to achieve

<Guide – Page 6 – Benefits Q1 and Q2>

If you build it, they won’t come

Audience – Who are they? – Where are they?

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

The guide

Step 1 – Establish if Social media is right for you• What is your organisation trying to achieve?

• What are the goals you think social media might be able to help you with?

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

• Are any of your target audiences already using social media (or are likely to soon)?

• Have you got the time?

Yes? It is likely that social media will make a significant difference to

your organisation

No?Think carefully if this is the right time for you to be spending

time on this area.

So, Is Social Media right for your organisation?

Communication messages

Pete Read

What is the message?• The Social Media Planning Guide covers the

steps to using social media ...

• We know WHO we are talking to

• Now need to look at WHAT we are saying

• Find out the most suitable communication method and best WAY to say it

What communication types do you use?

And why

How do you choose….

• 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

What communication types is most effective?

How much does it cost?

• Driving 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 on all communications

Decide what you are going to say

Addressing concerns about communication on the social web• Don’t worry that it’s not finished – a half formed

blog post can be more inspiring and create a bigger conversation than a polished piece.

• Don’t pretend to be someone you aren’t – the social web is about individuals not corporate viewpoints. You’ll find your voice weakened if you ‘spin’ ... And others will see through it!

• Don’t worry you are in a vacuum – follow the tips, linking, connecting and conversing and soon people will do the same for you – it’s true!

• 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/)

ACTION

• Register your organisations name on the popular social media sites.

• Make sure your organisation is on Google Places

• Share links – with everyone

It’s what you do, not how you do it

Marketing – Fundraising - Productivity

Simon Duncan

Social web is an ‘as-well-as’

Strategy - pick a plan with a path that fits

<Guide – Pages 8,9,10

- Steps 1 and 2>

1, Pick one goal to pursue2, Decide who is going to be involved and how muchConsider responsible use (Appendix 2)

Step 2 – Pick one goal to pursue

Pick one goal to pursue

Marketing

What marketing goals might your organisation have?

Which Tools?

• Which tools do you currently use to help you to achieve your marketing goals?

• Why?

• What problems do you face with these?

Social Media Tools and MarketingSocial Media Marketing uses Frequency

Twitter Dialogue Viral marketing Signposting Relationship building

Throughout the day

Facebook Dialogue Campaigns Stories/images News Daily

YouTube Personal Emotional Engaging Instructional Weekly/Monthly

Blogs Discussion Stories/images Newsletters News Daily/Weekly

Websites Brand Central Hub Information Data management Daily/Weekly

SurveyMonkey Questionnaires Targeting Planning Information gathering analysing

Fixed term

Social Media Tools for Marketing

1. To build awareness of Electroville and its services

2. To increase traffic to the website, phone and/or email

3. To build relationships

Case Study – Electrovillehttp://yhictchampion.wordpress.com/category/socialmediavco/

Marketing Goals

Step 2 – Pick one goal to pursue

Pick one goal to pursue

Fundraising

What fundraising goals might your organisation have?

Which Tools?

• Which tools do you currently use to help you to achieve your fundraising goals?

• Why?

• What problems do you face with these?

Social Media Tools and FundraisingSocial Media Fundraising uses/effectiveness Frequency

Twitter Ongoing story – use of #

Viral campaigning Signposting Relationship campaign building

Throughout the day

Facebook Dialogue Campaign central Campaign Recruitment

News/updates Stories/images

Daily / throughout the day

YouTube Campaign stories Emotional Engaging News Daily / Weekly/Monthly

Blogs Discussion Stories/images Newsletters News Daily/Weekly

Websites Fundraising point Central Hub Information Data management Daily/Weekly

SurveyMonkey Research Polling Planning Information gatheringanalysing

Fixed term

Online Tools - CharityChoice, JustGiving etc

Donating Raising awareness Ongoing

Social Media Tools for Fundraising

Case Study

Haworth Cat Rescue Haworth Cat Rescue is an independent charity which runs a re-homing and adoption service for unwanted and stray cats and kittens.

300 cats & kittens a year

• Feeding

• Neutering

• Vets fees

• Re-housing

How they use Social Media

• Facebook

– Announcements (new cats etc), stories, relationship building, In for a Pound group, cat picture tags from other Facebook users

• Website

– Donation buttons, affiliate links, stories, images

• Twitter

– Raising awareness, website traffic

• Blog

– New centre appeal, education, donations

How they use it

Fundraising Goals • Regular monthly funding to help run the cat shelter

• Development of new centre fund

• Promotion and use of online retail shop (under construction)

• Promote affiliate marketing links with other products and services

Productivity/Support

Pick one goal to pursue Productivity and Support

Using Social Media Tools to help you to achieve your organisation’s goals.

Productivity = More efficient, effective, sustainable

Do you want to be able to do things better?

Productivity Rules

1. Quick – save time

2. Easy to implement and use

3. Make a difference

Tools for Productivity/Support

Which to use?• Communication

– Skype, Oovoo, Tokbox, DimDim, ipadio, Mailchimp

• Organising

– Doodle, Eventbrite, Del.icio.us, Bit.ly

• Collaboration

– Google Docs, Dropbox, Huddle, Tom’s Planner

• All-round useful

– Jing, PDFCreator, ShrinkPictures, Issuu, Slideshare

Pick one goal to pursue Communications and Listening

Using Social Media Tools to help your organisation get it’s message to a wider audience or listen more carefully

• Start conversations with your supporters and your networks

• More efficient – electronic messages get passed around social networking sites

• Less costly to post a message on Twitter or Facebook

• Instant news and information updates to your followers

• Use RSS and Google Alerts to stay ahead of developments in your area of interest and build a ‘Listening Dashboard’

Twitter

Events AS they happen not AFTER they have happened

I asked – “Why does Twitter work for you?” In less than 7 mins I got 7 replies.

Twitter keeps me connected to folks I know & helps connect me to new folks & opportunities - also a serendipity engine

Great example - I asked if anyone knew where to find the list of NI7 LAs and the CLG webmaster tweeted back the answer

Twitter helps me to be connected with people and new developments, and helps to make new connections too

Twitter's introduced me to many other organisations with similar goals that I wouldn't have met, & sharing best practice

Twitter helps me build & maintain my professional network

Keeps me up to speed with others - via my phone - esp important when out of office

To keep track of topics/people of interest and discover new topics and people through the first set of people and topics

Twitter

Idealware Survey 2010

Once set up, requires very little work (may take a while to get used to)

Spreads awareness and draws people to your website

Links to your blog or Facebook page

But, how often do voluntary sector users of Twitter take action about a cause? Just because you have lots of followers doesn’t mean they’re actually paying attention to what you’re saying.

Only way to measure is to respond to them & look at how many people click on links, re-tweet your posts or take action.

• What are other websites saying about your organisation?

• What are organisations you support saying?

• See stakeholder reports and funding opportunities as published

• RSS enabled feeds automatically can be picked up to be read at your leisure in a feed reader (such as Bloglines or Google Reader) without you having to re-visit each website

• Content aggregated into a single easily readable interface

• RSS feeds can be converted for email delivery

• RSS feeds from others can be embedded in your website

You listening to others ...

Listening

• 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 ...

Don’t be daunted by all the tools …

… you will have chance to try some of them out after lunch!

Lunch

Social Media tools and local support organisations

Remember the steps

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

But new media doesn’t just replace old media

Implement - match right social networking tool

<Guide – Pages 11, 12

– Steps 3, 4 and 5>

3, Research (See Appendix 3)4, Decide on your approach5, Jump in

The main Social Media Types

<Guide Appendix 3>

•An organisations’ activities

•Which tools are the best

•Examples of use

1

2

3

45

6

7

Also Social Collaboration and Productivity Tools

Step 2 – Pick one goal to pursue

Use by Local Support & Development Organisations

Some examples of how these organisations

are using the main Social Media tools

• Quick and easy to set up and continue to develop (maybe 30 mins a week)

• Draws people to the website• You want feedback from people and want to start conversations

• Once set up, requires very little work (may take a while to get used to)• Spreads awareness• Draws people to your website• Links to your blog or Facebook page

Why these Tools?

Online journals - Blogging

Visit

Commoncraft Video

explaining Blogs

Twitter – Telford & Wrekin

Visit

Commoncraft Video explaining Twitter

• High number of clients/potential clients have Facebook page, but only use if your audience are already there

• Links to blog

• Can have separate Facebook page for business activities

• They have the technology to make it quick and easy

• It provides them with an extra web presence

• It gives a face and a personality to your organisation

Why these Tools?

Social Networking - Facebook

Causes

Dog’sTrust

BustsForJustice

VAR

Video - About the organisation

Visit

Sustaining the conversation and any questions

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 neededEvery 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

Time Planning – response expected?

Print 7 days 2 weeks

Type News travels Reply within

Email 7 hours 2 days

Twitter 7 seconds 2 minutes

Facebook / Blogs 7 minutes 2 hours

Social Media in Practice – Now it’s your turn!

Surgery session to help you try out any of the tools we’ve talked about

Help you register your organisation for the websites you’ve seen

Just to answer any more questions you have about social media

Blogging and Video

Simon

20 minutes to try them out ... then move round for more

Productivity Tools

Doodle, Eventbrite etc.Pete

Facebook

Jamie

Communications

RSS and TwitterPaul

What have we made?

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 we answered the UnAnswered Questions?!

• How can we keep the conversation going?

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 Networking - navcaboodle

Niche networks that you can create yourself.

Youth WorkOnline

navcaboodle

Social Networking .. i-volunteer

Niche networkfor volunteers

i-volunteer

A growing network of informal sessions to continue the journey in a very relaxed style

Social Media Surgeries

Thank You – Our Email & Twitter contacts are: Paul Webster

paul.webster @ navca.org.uk @watfordgap

Jamie Thomas

jamie @ redfoundation.org @redtweeters

Simon Duncan

simonduncan @ electroville.org.uk @yh_ict_champion

Pete Read

pete @ illuminateict.org.uk @iictpete

Please complete feedback sheet and take USB stick

Thank You

• Increases speed of communication – no faster way to (Action) spread your message than through social networking

Less of a financial cost but ‘expense’ may be the time

• Widens message to people/groups that would normally (Awareness) be missed using more traditional methods –

‘viral’ campaigns hugely powerful creating awareness extremely efficiently

• Deepens to build new and different networks – (Fundraising) communities of interest to bounce ideas off and

share experiences, increase commitment and fundraising for campaigning activity. Start some conversations!

Actions - What social media will do

• Generate on-line conversations and awareness about the (Change) organisation or campaign, a consensus of

opinion or shared learning about ideas. Use RSS and Google Alerts to stay ahead of developments in your area of interest - build a ‘Listening Dashboard’

• Joins together communities who are interested in the (Action)

similar things, have the same likes or are striving for the same objectives. Tell your

supporters and networks about your work in a new way

• Commoncraft Video explaining Social Media

Actions - What social media will do

Image Sharing - Flickr

Visit

Commoncraft Video

explaining Image Sharing

How T3SC use Audio Podcasts

Visit

‘Audacity’ – free software for recording and converting to MP3 to load to the web http://audacity.sourceforge.net/Commoncraft Video explaining Podcasting

Listening to the web – Tumblr mix

VisitLIO FeedsTumbler

VisitWatfordgapTumblr

Talking to the web – News Output

Visit