How to tell the world about your heritage project using social media
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Paul provides tips on using social media to promote heritage projects. He discusses choosing the right social media tools to match your audience, such as using blogs to start conversations or Twitter to share news. Paul emphasizes having a plan, sustaining engagement over time through fresh content, and measuring success both quantitatively and through real stories of impact. The overall message is that social media is a free way to widely promote your work and join online conversations where your target audiences spend time.
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How to tell the world about your heritage project using social media
- 1. How to tell the world? Paul Webster (Twitter : @watfordgap) 1st March 2013
- 2. How do I tell the world? What shall I tell the world! • What is social media, do I need it and how do I use it? • Why should I use online marketing tools? • What are the basic rules of digital marketing? • How do I use online marketing tools? • How can I get a simple website? • Build conversations with – Supporters – Networks And the best bit they are FREE!
- 3. Social Media is ... . . media rich, interactive, content served based on the reader's choice, open for comments and where immediate conversations are encouraged that can reach a wider group of visitors in seconds. Web 2.0 =Social Media =New Media =Social Networking
- 4. Marketing through collaborative conversations….. Social media…is about pursuing relationships and fostering communities. Paul Adams, Google - http://thinkoutsidein.com/blog 'The Conversational Web', not a Broadcast. Listen more than talk
- 5. Is your organisation on Social Media? No? Probably – Yes! Have you checked?! How are you being represented? How are others marketing what you do? Are you using Social Media? Does your organisation have a website … that is interactive? Have you got a blog? Do you use YouTube or Flickr? Are you on Facebook? Do you Tweet? Do you use web tools to improve organisational efficiency?
- 7. It's bewildering ... why should I use social media? No longer something to be brushed aside. Free to use. But consider time - 80% of internet users aged 18-24 have a Facebook or Twitter account as do 73% of those aged 25-34. - 33 million people in UK on Facebook – so some may 'Like' your building - 15 million on Twitter – some may Tweet their friends about your site - as the 2nd most popular search engine a channel on YouTube may add an extra dimension to the restoration work you are doing - with bite-sized blog readership increasing – that captivating story by a volunteer on the project may inspire others to help - oh and then there is Pinterest, Linkedin, Google+, Flickr …..
- 8. Think of a Marketing activity... How could it be helped by social media? • Increases speed of communication – no faster way to (Action) spread marketing messages than through social networking. Less of a financial cost although ‘expense’ may be in time • Widens message to people/groups that would normally (Awareness) be missed using more traditional methods – ‘viral’ marketing 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. Show understanding and start some conversations!
- 9. Think of a Marketing activity... How could it be helped by social media? Generate on-line conversations, promotion and awareness (Change) about the work or latest campaign by the organisation 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 similar (Action) things, have the same likes or are striving for the same objectives. Tell your visitors and supporters about your work in a new way • Commoncraft Video explaining Social Media T
- 10. But what advantage will it give heritage projects? You are the content creator – marketing power back in the hands of the organisation. Need a phone … a camera … an audio recorder. It will increase the number of people enquiring about your work who have only heard through social networking sites Less burden on centre staff as you are marketing your information on line and event / resource bookings are possible too Show the community you are there and what you are doing. Tell your story - People like stories Rather than a plain website, content kept fresh and up to date. A two way communication link. Projects in same area can communicate and share easily with other
- 11. The rules of digital marketing? Have a plan • Know your objectives and what you want to say • Tell as many people about our heritage attraction • Research where your audience are – do you know? • Survey and find out, work in spaces where your target audience are • Plan how to use the tools – have a strategy • An opening event?, e-bulletin update? Do ‘as well as’ what you do • Choose tool to match audience and implement • Look at what other organisations have done, what works elsewhere? • Sustain the conversation and say thank you • Encourage people to return, keep it new, links from websites • Engage with people on line, be receptive, respond, react
- 13. Finding the right tool for the task http://nptechuk.wordpress.com/sms-links/ From Flickr – Claire Sutton and justinbaeder
- 14. Wordpress Blog – short for weBLOG www.projectmiller.org.uk Not just an on-line (sometimes) personal or project related journal Also simplest way to get a full website Don't worry it's not finished – some of the best blogs build as conversations Also - http://lincsheritageforum.wordpress.com/
- 15. Two flavours - .com & .org Open platform for community led content & story development Contains text, pictures, video, audio and commentary on a chosen topic Start conversations, get feedback from visitors, more informal than website Multiple users can have permission to access website and add content Other spaces – Blogger & Tumblr Commoncraft Video - explaining Blogs
- 16. Other Website Building Tools Ning – from £60/year http://googlesites.org.uk - Free http://onesite.madewithjam.org/ - £48/year
- 17. Think of it as being 'at a big party' Twitter 500 million accounts (140 million active) approx 34 million registered in UK Fastest way to communicate news and create 'viral' campaigns 40% of tweets from a mobile Hootsuite & Tweetdeck help you manage Can you convey your mission in 140 chrs? Follow Orgs @heritagelottery, @heritage_ngos & of course @lincsmuseums
- 18. @gainsoldhall 'Flagging not Bragging' - use for research Ask questions Signpost to resources Start conversations # (Hashtag), RT (Retweet) Dive in, follow & talk! Great for sharing and learning from a network of Peers or to inform local news See the Content of the Tweet not the Tweeter & follow Words not People
- 19. Facebook 64% of active UK internet users visit Facebook 33.2 million active accounts in UK 25.8 million views in March 2012 Profiles, Pages and Groups, its where many people search first – so be there Over 1 billion accounts worldwide, half of the active internet population 30% check status as soon as they wake up
- 20. It’s the place where many, many people already network and share What you have done Create a Group for invited network of Supporters, include docs & pictures What you are doing Set up an open Page for people to Like & see updates Check Privacy settings and frequent changes Link to Twitter & Blog Just Have a page - - Use it share pictures - Use it to direct back to main website
- 21. Another way to let people know your news & interviews Audioboo Less bandwidth than video Embed in website Comments make conversations Audioboo – 5 min recordings Instant reporting when editing not a concern ‘Audacity’ is free software for recording and converting to MP3 to load to the web - http://audacity.sourceforge.net/ http://audioboo.fm/Bletchleypark
- 22. You Tube 23% of traffic originates from Facebook 3.7 billion videos viewed during January 2012 2nd most popular search engine 25% of audience is aged 15 – 24 We are all Content Creators & Good News Reporters
- 23. Social Media = Finding content uploaded by Anyone can be a others .. keep looking. content creator Individual clips … Upload and edit videos … or a gallery. in your own channel Show Organisation is Genuine & has Personality Increases Reach. If campaigning can be a bold call to action Keep content Fresh
- 24. On Page Marketing 'Experiment' marketing reach by starting Facebook advert Sponsored Stories will post Google Grants for charities to to their friends. Advert is a link to their website (not sell) direct action to your website Free Google AdWords 6 'Likes' = 1 Action advertises your site for related keyword queries Charging based on CPC clicks or CPM impressions Tracking dashboard Av. cost per click $0.29 YouTube - Donate button, (Web Trends Jan 2011) increased uploads & prominence Set daily spend budget (min is £1.00/day) Google 'bids' to get exposure
- 25. ..even just to be noticed by a wider audience - get your organisation listed with 'Google Place' page - Verified e.g. Voluntary - Add Photos Action Rotherham - List Offers Derwentside - Streetview Maps CVS & VB here - Show Ratings - Comments
- 26. Smartphone 17% of households use as primary web connection Over 55% of UK mobile phone sales are smartphones – 28 million in use Usage – 59% to check social networks, 49% to purchase 81% never turn their phone off 18% of Domino's Pizza sales are via mobile app
- 27. Foursquare 8 Shelter Shops in Edinburgh using it Incentive to visit a location and become Mayor and maybe get bonuses New badges released in UK frequently to collect as a game Competitive gaming aspect will appeal to some
- 28. Online Annual Reports PDF copies can be generated from webpages Interactive stories from local projects Greater scope for video and audio case studies Can be more cost effective vs printing Apps for Smartphones Increasingly popular way people search for information Link to enhanced content, maps, offers, video even visitor reviews Make sure website is mobile friendly
- 29. Also... (Almost) whatever task you want to do there will be a website or service to assist you ... Eventbrite Mailchimp QR Codes linking to website from smartphone Doodle, Jing, Google+, Branch, Pinterest, ifttt … … maybe best left for another time!
- 30. Measuring Marketing Success - Check how many times links are clicked if using Bit.ly - Listen what's said about your organisation using Topsy - Monitor Google Analytics, Facebook Insights, Wordpress visits - Measure Tweetreach, SocialBro, Twentyfeet, Sparkwi.se - Visualize Infographics on Visual.y, Infogr.am, My Social Strand BUT …. real success is not just about the numbers - Tell stories of real people and real changes - Find out how people heard about you - Build relationships & success by joining in conversations - Social media presence an reflection of your organisation - Engage press, funders, authorities with pictures and video Say Thank You!
- 31. The Answer? Know your Message & go to where your Audience are Select appropriate Social Media websites to use Try out Cost and Time saving websites Add links to your social networks in your email signature. - on posters - in QR codes - be consistent Do Better Things …. ….Do Things Better Start small … what one thing could you try out now?
- 32. Any Questions? Unanswered Questions Things you'd like to be able to do? Anything else …. (Technology related!) My Guides and Links - http://nptechuk.wordpress.com/sms-links/ Media Trust All Our Stories - http://resources.mediatrust.org/microsite/allourstories
- 33. Thank You Paul Webster (Twitter : @watfordgap) paulwebster43@gmail.com
Hinweis der Redaktion
- Increases ... Communication to Action is increased. Messages sent and opinion sought has potential to be highly responsive, if not instant. Widens ... For example a question asked or a website link you mention on Twitter will often be widely circulated (or ReTweeted) outside of your network to people you probably never dreamed would see it. If you campaign has an interesting message people will want to tell each other virally. Sometimes you need to get this message to a particular group of people some times you need to let as many people know as possible. Deepens ... On two levels as conversations are TWO-WAY and with people who WANT TO LISTEN. People have chosen to follow you and you have chosen to follow them. Ready made links.
- Web 2.0 is a collection of tools, applications and changes in working practice that have enabled people in communities to become more connected, to network with their peers and to collectively campaign as force not possible before. It has enabled supporting organisations develop a new way of working with their members; getting the message to them faster by using new techniques (all the senses not just printed word) and has allowed members to directly comment on and influence the organisations direction. Social Media is a way of using tools and platforms running on the Internet to instantly collaborate, share information and experiences, or have a conversation ideas or causes we care about. It’s a world where anyone can be a publisher, a reporter, an artist, a filmmaker, a photographer or pundit …. even an activist or citizen philanthropist!
- Social networks are a little like parties with conversations starting and stopping, relationships created and ideas and stories exchanged. This is potentially very powerful for a campaigner or fundraiser looking to make new contacts or get interest going. These networks are social, they’re about communicating and exchanging ideas they’re not a broadcast platform!
- Web 2.0 is a collection of tools, applications and changes in working practice that have enabled people in communities to become more connected, to network with their peers and to collectively campaign as force not possible before. It has enabled supporting organisations develop a new way of working with their members; getting the message to them faster by using new techniques (all the senses not just printed word) and has allowed members to directly comment on and influence the organisations direction. Social Media is a way of using tools and platforms running on the Internet to instantly collaborate, share information and experiences, or have a conversation ideas or causes we care about. It’s a world where anyone can be a publisher, a reporter, an artist, a filmmaker, a photographer or pundit …. even an activist or citizen philanthropist!
- Increases ... Communication to Action is increased. Messages sent and opinion sought has potential to be highly responsive, if not instant. Widens ... For example a question asked or a website link you mention on Twitter will often be widely circulated (or ReTweeted) outside of your network to people you probably never dreamed would see it. If you campaign has an interesting message people will want to tell each other virally. Sometimes you need to get this message to a particular group of people some times you need to let as many people know as possible. Deepens ... On two levels as conversations are TWO-WAY and with people who WANT TO LISTEN. People have chosen to follow you and you have chosen to follow them. Ready made links.
- Increases ... Communication to Action is increased. Messages sent and opinion sought has potential to be highly responsive, if not instant. Widens ... For example a question asked or a website link you mention on Twitter will often be widely circulated (or ReTweeted) outside of your network to people you probably never dreamed would see it. If you campaign has an interesting message people will want to tell each other virally. Sometimes you need to get this message to a particular group of people some times you need to let as many people know as possible. Deepens ... On two levels as conversations are TWO-WAY and with people who WANT TO LISTEN. People have chosen to follow you and you have chosen to follow them. Ready made links.
- Generate ... An on-line “buzz” is created and people talk to each other and to you about your organisation or message. Joins ... Contacting key people directly or drumming up a ground swell of support so that one voice becomes many so that voice has more of chance of being heard. Its much easier to find like minded people. Networks still have to be developed, but its much easier to see who your peers are following or to search for your stakeholders and see what they are saying.
- Increases ... Communication to Action is increased. Messages sent and opinion sought has potential to be highly responsive, if not instant. Widens ... For example a question asked or a website link you mention on Twitter will often be widely circulated (or ReTweeted) outside of your network to people you probably never dreamed would see it. If you campaign has an interesting message people will want to tell each other virally. Sometimes you need to get this message to a particular group of people some times you need to let as many people know as possible. Deepens ... On two levels as conversations are TWO-WAY and with people who WANT TO LISTEN. People have chosen to follow you and you have chosen to follow them. Ready made links.
- Increases ... Communication to Action is increased. Messages sent and opinion sought has potential to be highly responsive, if not instant. Widens ... For example a question asked or a website link you mention on Twitter will often be widely circulated (or ReTweeted) outside of your network to people you probably never dreamed would see it. If you campaign has an interesting message people will want to tell each other virally. Sometimes you need to get this message to a particular group of people some times you need to let as many people know as possible. Deepens ... On two levels as conversations are TWO-WAY and with people who WANT TO LISTEN. People have chosen to follow you and you have chosen to follow them. Ready made links.
- Communications Volunteering BH
- Facebook – become a fan of .... .... This is an example of an LIO using Facebook to bring together pictures and events and potentially to gain extra supporters who would not have found them otherwise. .... Also heard of a Kids organisation in Herefordshire who needed supporting statements and testimonies for a funding application. They set up a Facebook Group and in just 3 days got 49 statements for the bid from their friends and users of the organisation who were already on Facebook. Important point, as with all social media – don’t establish a presence on Facebook and then tell existing followers (or people you hope to interest) that they must get a Facebook account. This won’t work! Use Facebook (etc.) to connect with people who are already 100% conversant with the platform but who you’d like to target as followers. Also mention Bebo (aimed at a younger age group) and MySpace (very good for musicians) LinkedIn (more professional business use)
- Marketing & Campaigning A way to attract new visitors through mediums of pictures, video and audio These are both quick, low cost and easy to make.
- Facebook – become a fan of .... .... This is an example of an LIO using Facebook to bring together pictures and events and potentially to gain extra supporters who would not have found them otherwise. .... Also heard of a Kids organisation in Herefordshire who needed supporting statements and testimonies for a funding application. They set up a Facebook Group and in just 3 days got 49 statements for the bid from their friends and users of the organisation who were already on Facebook. Important point, as with all social media – don’t establish a presence on Facebook and then tell existing followers (or people you hope to interest) that they must get a Facebook account. This won’t work! Use Facebook (etc.) to connect with people who are already 100% conversant with the platform but who you’d like to target as followers. Also mention Bebo (aimed at a younger age group) and MySpace (very good for musicians) LinkedIn (more professional business use)
- Work through each of the voluntary sector problems relating to social media.