3. This is Hannah
• She suffers from a rare
form of epilepsy called
West Syndrome
• She needs to be put on
the Ketogenic Diet, only
available in the US
• This costs more money
than her parents can
afford.
9. Resourcing this campaign
• What skills did they have?
Marketing, IT, sales, fundraising?
• What specialist equipment, software, or
hardware did they have?
• How much did they spend on stock for
their shop?
• How much did hosting & build of FOUR
websites cost them?
• How much did press & PR cost them?
@reachfurther @lizcable
10. Cost of this social media
“campaign”
nothing
@reachfurther @lizcable
11. What were the results?
from
nothing £5000+
to
in two months
@reachfurther @lizcable
13. Would your IT Policy have
allowed this?
• Can your staff access Social Media sites
from your network, & on your
equipment?
• Are they allowed to share your content
on social networks, and mention you in
their status updates?
• Are your committed supporters able to?
• Do you need to give your supporters a
way around their work IT Policy e.g a
mobile site accessible from a handheld
device?
@reachfurther @lizcable
14. Would your web presence have
allowed this?
• Can your supporters share your
content?
• Have you joined your supporters on their
networks of choice?
• How easy do you make it for them to
spread YOUR message?
@reachfurther @lizcable
15. Would your web presence have
allowed this?
• This morning, I couldn’t read the
websites of two major charities on the
train or in the taxi – a journey time of 3.5
hours.
• But I could read The Hannah Foundation
site, buy stuff in it’s shop and sponsor its
supporters . . . On my
blackberry, ipad, phone, google, android
...
@reachfurther @lizcable
16. Why Social Media?
“It’s not the strongest of our species
who survives, or the most
intelligent, but the one who is most
responsive to change.”
Charles Darwin
@reachfurther @lizcable
17. What is Social Media?
SOCIAL =
anyone (& everyone)
can have their say
MEDIA =
they can say it any way
they want to
@reachfurther @lizcable
18. What is Social Media?
“In an affluent society, we value our
time and our money, so before we
invest either of them in a purchase
or an activity, we want to know if it
is worthwhile. To figure that
out, we turn to other
people, listening to their advice and
observing their behaviour.”
Craig McMurty
Microsoft Developers Weblog
@reachfurther @lizcable
20. World Development Movement's Christine
Haigh on www.theguardian.co.uk
“Social media has the benefit of reaching a
huge number of people, and spurring them
into taking positive action – if you get it right.
We wanted to give people something that
was genuinely funny and interesting to get
their attention, engage them in the issue
and, hopefully, ask them to take a moment to
send an email to the chancellor.
For us, it was important that the very term
"food speculation" made it into the public
consciousness . . .”
@reachfurther @lizcable
21. World Development Movement's Christine
Haigh on www.theguardian.co.uk
“I'm delighted to say the campaign looks
to be working. So far we've had over
13,000 views on YouTube and, as I
type, 1,400 people have emailed George
Osborne's office.”
@reachfurther @lizcable
23. Resourcing Social Media
• The issue isn’t money
• There are loads of FREE tools online
and on mobile (and both!) to support
your work.
• The issue is TIME
• But people can donate micro-amounts of
time to create a BIG difference.
@reachfurther @lizcable
25. Why start an Online Petition?
• Instant access to millions of Internet
users around the world
• Raise awareness for your charity:
Specific causes for specific audiences
• Low cost: don't need a marketing budget
• Less legwork: No standing around on
the high street
• Start a discussion: With online
petitions, you can interact with your
signers
• Build a lasting community. @reachfurther @lizcable
30. Social Media Marketing
Reed’s Law
Compared with a network of 10
people, a network with 100
people is worth 2 raised to the
power of 90.
@reachfurther @lizcable
31. Social Media Marketing
Beckstrom’s Law
“The value of a network equals the net value added
to each user’s transactions conducted through that
network, summed over all users.”
@reachfurther @lizcable
32. Social Media Marketing
Beckstrom’s Law
In English . . . .
“The more people you connect to, and the more
your contributions add value, the more valuable the
network becomes.”
@reachfurther @lizcable
34. reach engage amplify convert hold
reach How many people receive our message?
engage How many people talk to us?
amplify How many people talk about us?
convert How many people support us?
hold How many people become supporters?
35. The aim is to get trusted
referrals . . . from people who
authentically evangelise your
product or service for you.
Steve Holzner
“Facebook Marketing”
@reachfurther @lizcable
36. Where are these influencers?
o 850 million on FaceBook
o 700,000 new members a day
o 50% of over 65’s in UK are on Facebook
o 100 million on LinkedIn / 10 million (UK)
o 100 million on Twitter / 16 million (UK)
o 20 million follow Lady Gaga
o Over 25 million on Google+
o 32 million on YouTube
@reachfurther @lizcable
37. For Global Charities
Orkut, RenRen, Hyves
- compete with Facebook
Xing, Ecademy, Glassdoor & more
- compete with Linkedin
Twitter is Twitter everywhere
@reachfurther @lizcable
38. Popularity of networks (2011)
http://blog.wildfireapp.com/2012/01/19/measuring-the-business-impact-of-social-media-infographic
@reachfurther @lizcable
39. When do they influence?
o 75% of social networkers
access their networks from
their mobile devices
o More than 250 million
people access Facebook
through mobile
o Half of UK population is on
Facebook
o A fifth of them have it open
permanently.
@reachfurther @lizcable
41. Caring = Sharing = Caring
Writing for The Economist, Sheryl Sandberg, COO of
Facebook, noted that many social media users post
photos on their sites so that friends and family, often
hundreds or thousands of miles away, can see them.
“They share because they care.” On the flip side of
this, people are now sharing stories many of which
provoke strong feelings and encourage people to act.
Campaigns can be started this way,: “They care
because they share.” Sandberg also referred to
Iceland where the Government, drafting a new
constitution, used social media to put the figurative
pen in the hands of its citizens; and The Arab Spring
where (mainly younger) people used social media to
give individual citizens a voice that had to be heard.
@reachfurther @lizcable
42. Social Media for Charities
There is a big
dis-
connect
http://www.charity-commission.gov.uk/library/about_us/ccnews36.pdf @reachfurther @lizcable
43. Social Media for Charities
There is a big
dis-
connect
http://www.charity-commission.gov.uk/library/about_us/ccnews36.pdf @reachfurther @lizcable
44. Social Media for Charities
What can you use social media for?
• Awareness Raising
• Fundraising, Sponsorship & Event
Management
• Lobbying & Petitions
• Volunteer Recruitment
• Crowdsourcing
• Journalist & Press relations
• Open Source & Social software
• Supporting your supporters
@reachfurther @lizcable
45. Caring = Sharing = Caring
• How sharable is the content on your
website?
• You can add sharing tools easily using:
• Sharethis
• Addthis
• WIBIYA
• Widgets are readily available for
Facebook, Linkedin, Pinterest, Google+ etc.
@reachfurther @lizcable
46. Benefits of Social Media
http://blog.wildfireapp.com/2012/01/19/measuring-the-business-impact-of-social-media-infographic
@reachfurther @lizcable
48. In Summary
• You need to ALLOW social media
• You need to USE social media
• Resources for
marketing, PR, fundraising etc. become
TIME not MONEY
• This allows you to mobilise your
VOLUNTEERS
• Mobile = social
@reachfurther @lizcable
49. FINAL THOUGHT
Even people who can’t
afford to donate
cash, will donate a
Tweet.
@lizcable
@reachfurther @lizcable
20 Social Media StatisticsOne in every nine people on Earth is on Facebook (This number is calculated by dividing the planets 6.94 billion people by Facebook’s 750 million users)People spend 700 billion minutes per month on FacebookEach Facebook user spends on average 15 hours and 33 minutes a month on the siteMore than 250 million people access Facebook through their mobile devicesMore than 2.5 million websites have integrated with Facebook30 billion pieces of content is shared on Facebook each month300,000 users helped translate Facebook into 70 languagesPeople on Facebook install 20 million “Apps” every dayYouTube has 490 million unique users who visit every month (as of February 2011)YouTube generates 92 billion page views per month (These YouTube stats don’t include videos viewed on phones and embedded in websites)Users on YouTube spend a total of 2.9 billion hours per month (326,294 years)Wikipedia hosts 17 million articlesWikipedia authors total over 91,000 contributorsPeople upload 3,000 images to Flickr (the photo sharing social media site) every minuteFlickr hosts over 5 billion images190 million average Tweets per day occur on Twitter (May 2011)Twitter is handling 1.6 billion queries per dayTwitter is adding nearly 500,000 users a dayGoogle+ has more than 25 million usersGoogle+ was the fastest social network to reach 10 million users at 16 days (Twitter took 780 days and Facebook 852 days)
20 Social Media StatisticsOne in every nine people on Earth is on Facebook (This number is calculated by dividing the planets 6.94 billion people by Facebook’s 750 million users)People spend 700 billion minutes per month on FacebookEach Facebook user spends on average 15 hours and 33 minutes a month on the siteMore than 250 million people access Facebook through their mobile devicesMore than 2.5 million websites have integrated with Facebook30 billion pieces of content is shared on Facebook each month300,000 users helped translate Facebook into 70 languagesPeople on Facebook install 20 million “Apps” every dayYouTube has 490 million unique users who visit every month (as of February 2011)YouTube generates 92 billion page views per month (These YouTube stats don’t include videos viewed on phones and embedded in websites)Users on YouTube spend a total of 2.9 billion hours per month (326,294 years)Wikipedia hosts 17 million articlesWikipedia authors total over 91,000 contributorsPeople upload 3,000 images to Flickr (the photo sharing social media site) every minuteFlickr hosts over 5 billion images190 million average Tweets per day occur on Twitter (May 2011)Twitter is handling 1.6 billion queries per dayTwitter is adding nearly 500,000 users a dayGoogle+ has more than 25 million usersGoogle+ was the fastest social network to reach 10 million users at 16 days (Twitter took 780 days and Facebook 852 days)
20 Social Media StatisticsOne in every nine people on Earth is on Facebook (This number is calculated by dividing the planets 6.94 billion people by Facebook’s 750 million users)People spend 700 billion minutes per month on FacebookEach Facebook user spends on average 15 hours and 33 minutes a month on the siteMore than 250 million people access Facebook through their mobile devicesMore than 2.5 million websites have integrated with Facebook30 billion pieces of content is shared on Facebook each month300,000 users helped translate Facebook into 70 languagesPeople on Facebook install 20 million “Apps” every dayYouTube has 490 million unique users who visit every month (as of February 2011)YouTube generates 92 billion page views per month (These YouTube stats don’t include videos viewed on phones and embedded in websites)Users on YouTube spend a total of 2.9 billion hours per month (326,294 years)Wikipedia hosts 17 million articlesWikipedia authors total over 91,000 contributorsPeople upload 3,000 images to Flickr (the photo sharing social media site) every minuteFlickr hosts over 5 billion images190 million average Tweets per day occur on Twitter (May 2011)Twitter is handling 1.6 billion queries per dayTwitter is adding nearly 500,000 users a dayGoogle+ has more than 25 million usersGoogle+ was the fastest social network to reach 10 million users at 16 days (Twitter took 780 days and Facebook 852 days)
20 Social Media StatisticsOne in every nine people on Earth is on Facebook (This number is calculated by dividing the planets 6.94 billion people by Facebook’s 750 million users)People spend 700 billion minutes per month on FacebookEach Facebook user spends on average 15 hours and 33 minutes a month on the siteMore than 250 million people access Facebook through their mobile devicesMore than 2.5 million websites have integrated with Facebook30 billion pieces of content is shared on Facebook each month300,000 users helped translate Facebook into 70 languagesPeople on Facebook install 20 million “Apps” every dayYouTube has 490 million unique users who visit every month (as of February 2011)YouTube generates 92 billion page views per month (These YouTube stats don’t include videos viewed on phones and embedded in websites)Users on YouTube spend a total of 2.9 billion hours per month (326,294 years)Wikipedia hosts 17 million articlesWikipedia authors total over 91,000 contributorsPeople upload 3,000 images to Flickr (the photo sharing social media site) every minuteFlickr hosts over 5 billion images190 million average Tweets per day occur on Twitter (May 2011)Twitter is handling 1.6 billion queries per dayTwitter is adding nearly 500,000 users a dayGoogle+ has more than 25 million usersGoogle+ was the fastest social network to reach 10 million users at 16 days (Twitter took 780 days and Facebook 852 days)
