A copy of the slides used in a presentation to members of the Conrwall Fundraisers Forum, Monday 20th September 2010.

1. Social Media An Introduction for Fundraisers Presented to the Cornwall Fundraisers Forum – Monday 20th September 2010

2. Before we get started… Who Am I? My name is Aren Grimshaw. I am a Social Media Consultant working with businesses and other organisations looking to use platforms such as Facebook, Twitter and blogs to forge closer relationships with their customers / supporters. I have been working in sales, marketing and media roles for over 10 years. I am co-founder of Cornwall Social Media Cafe, lead organiser behind two Cornwall Twestivalsand a UK Regional Coordinator of Twestival UK 2010. You can connect with me on Facebook, LinkedIn, Twitter or Delicious by clicking on the icons in the footer.

3. What will you takeaway from today’s session? An understanding of what Social Media can do for you and your organisation. Knowledge of what the term Social Media means and how it came into being. An insight into all the technologies and how they fit into the wider communications mix. A peek into what others are already doing . Knowledge of the planning processes. Some ideas to implement for yourselves. Some further reading materials to continue your learning.

4. What is Social Media?

5. “Media for social interaction, using highly accessible and scalable publishing techniques.” Wikipedia Definition - Source: http://en.wikipedia.org/wiki/Social_media

6. or “...it’s how people read, discover and share information.”

7. Social Media Marketing is about using Social Media to engage with online communities to generate exposure, opportunity and sales

8. The Key Aspects & Terminology Web 1.0, 2.0 & 4.0 Real Time Viral Authenticity / Transparency User Generated Content (UGC) Consumer Generated Media (CGM)

9. Putting it in context – Why now? Technology Society Computing Power Processor Power Internet Speeds Digital Cameras iPods Smartphones iPhones / iPads Generation Y / Net Gens Out of Town Shopping E-commerce Longer Working Hours Migration & Immigration Erosion of Community Centres The Age of Spin

10. The Technology

12. Social Media Platforms File Sharing Sites Blogs Social Networks Social Bookmarks Live Streaming Forums Wiki Sites Aggregators Review Systems

14. What is Facebook? Launched 2004 500m Active Users 50% of users are between 25-49

15. Latest Statistics 50% log on in any given day 150m+ access via mobile devices (and are twice as active) 35m+ users update their status each day 60m+ status updates posted each day 30bn+ pieces of content shared per month Source: http://www.facebook.com/press/info.php?statistics

16. An Average user… 130+ Friends 55 minutes on the site per day Is connected to 80 pages, groups &events Adds 25 comments to content each month Creates 90 pieces of content each month Source: http://www.facebook.com/press/info.php?statistics

18. Some Statistics 77% active internet users read blogs 133m+ blogs 55% more traffic

21. Blogging Platform

22. Search Engine

23. Focus Group

25. An Average user… Is 31 Has 126 Followers 75% of traffic comes from third-party apps 37% of active users use their phone to update

26. Location Web Address Bio Avatar Custom Background

27. What is LinkedIn? ‘Professional Network’ 65m+ members 150 industries 200 countries / territories

28. Some Statistics 1 new user per second £68,000 Average earnings 46% decision makers

30. Developing a Strategy

31. Developing Your Strategy (CARAT) Community Targets Aims & Objectives Resources Available Approach or Strategy Technology to be Used

32. Identifying your Community S I P

33. Defining Objectives - General SEO: link building, content factors Marketing: Promote business, brand awareness PR: Manage reputation, get news out Sales: New contact routes, increase purchasing Engagement: Increase loyalty, foster word of mouth Research: Identify trends / niches, consultation Management: Collaboration, knowledge sharing

34. Defining Objectives – Fundraiser / Charitable Add authority to your campaigns Increase support or memberships Increase action from supporters Improve communication Provide a spotlight on activities Increase awareness Enlist volunteers Drive donations

35. Resources Time Money People Skills Business As Usual Activity (BAU)

36. The Approach

37. The VCP Rule Visibility Credibility Profitability

38. The VCP Rule Visibility Reach but no Results (Technology Centred Approach)

39. The VCP Rule Credibility No chance to connect – no results (Content Focused Approach)

40. Some Examples

51. Where Now: Five Steps

52. Where now? Start listening Get more from your existing activity Create the right accounts Start to build your supporter base Develop a strategy

53. 1. Start Listening “Just because you leave the room, it doesn’t mean that those left behind aren’t talking about you.“

54. 1. Start Listening Set up your alerts: Google Alertshttp://www.google.com/alerts Social Mentionhttp://www.socialmention.com

57. 2. Get more from your existing marketing “Don’t tell them you’re funny, tell them a joke” “Get more bang for your buck”

58. “Get more bang for your buck” You’re delivering a presentation to a group of supporters. Why not... Upload the presentation online? Broadcast the event live over the internet? Live-blog the event? Add all the guests as new contacts on online networks? Upload photos of the event?

59. 3. Create the right accounts Choose the right type of account Make it clear what people should expect Encourage regular interaction Avoid spamming

60. Facebook Groups, Pages & Profiles Profiles = Individuals Your connections are known as ‘Friends’ Pages = Businesses and Organisations Individuals ‘Like’ your Page (Your organisation) Administered by an individual(s) Profile (private) Groups= ‘Communities’ Individuals ‘Join’ your Group Administered by an individual(s) Profile (public)

61. Facebook Help Facebook Pages Guides & Resources http://www.facebook.com/FacebookPages Facebook Page Setuphttp://www.facebook.com/page

62. 4. Start to build your supporter base Professional Networking - Businesshttp://www.linkedin.com Social Networking - Consumerhttp://www.facebook.com

63. 4. Start to build your supporter base Connect with your existing supporters first Promote your network details Don’t broadcast - connect Don’t rush to speak, listen first Provide mechanisms for supporters to help you

64. 5. Develop a Strategy Ask yourself: Where are we now? Where do we want to go? How are we going to get there?

65. Where are you now? Collect all your current performance figures (Benchmark) Website visitors Time on site Number of supporters Number of donations Mentions on social networks Interactions with supporters http://google.com/analytics

66. Where do you want to get to? Make your objectives SMART (Specific, Measurable, Achievable, Results Orientated, Timed) Decide how you will measure your results – link to your initial benchmark

67. Further Reading

68. You will find these really useful... Fundraising 2.0 How Networked Nonprofits Use Facebook Leveraging Social Media for Fundraising Success Beth's Blog

69. Getting more support...

70. How can I help? Explaining How… I offer a series of training modules in the theory and practical application of Social Media tools and platforms, as well as mentoring and support to individuals or teams. Explaining What… Traditionally referred to as strategy or consultancy, It comes down to me putting my knowledge to work on your behalf, explaining what you need to do to meet your objectives. Explaining Why… This may involve a basic appraisal of your activity to date or ongoing monitoring of your activity for results. Doing it… I can help setup, create and maintain Social Media accounts ready for take over at a later stage, ensuring you get the right technology working for you.

71. Getting in touch Search for “arengrimshaw” on Google Or Tel: 01872 273103 Mob: 07598 242212 Email: info@arengrimshaw.co.uk Web: www.arengrimshaw.co.uk