Social Media Planning Guide for Organisations
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Slides from the Social Media for Organisations 1 day workshop. This was delivered on 20th July 2012 to local infrastructure and support provider organisations at Nottingham CVS. It is an overview of social media and an introduction to a wide range of social media too
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Social Media Planning Guide for Organisations
- 1. Social Media for Organisations Paul Webster Nottingham 20 th July 2011
- 2. Good Morning and House Keeping
- 3. “ 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).
- 5. Finding Out – Networking and Communications
- 6. Lets play a game!
- 7. What is Social Media and why is it relevant
- 8. Old media - Web 1.0 . . . . . static websites with no interaction, text heavy content. Information just fed TO visitors (Others – if you dare!)
- 9. New media - Web 2.0 ... . . media rich, interactive websites, open for comments, conversations WITH visitors encouraged. Web 2.0 =Social Media =New Media =Social Networking
- 10. Are you on Social Media? No? Probably – Yes! 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? Have you checked?! So, What is Social Media?
- 13. 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 consists of Work related use, Online Banking, Hobbies & Job Searches)
- 14. Social Networking - the leveller “ The Conversational Web” - listen more than you talk – a two way process (as much as 20 to 1) Link and Share , and Share again – this keep the conversations flowing Relational not Transactional We are all “ content creators ”. What we have say is as valid as anyone else – whatever their size. Increased Reach - traditional barriers being broken down Comment and Feedback – agree or disagree, as this builds a community around a topic Immediacy - what took days, takes hours, what took minutes takes seconds! Be Helpful – Be Generous - Say Thank You - Share and you’ll be amazed what you get back! Common Craft What is Social Media Video
- 16. Use in the sector 2010 Volunteering England research found that less than 25% of orgs were using social networking services (SNS) In the 2010 Idealware survey (U.S.) found 38% of volunteers would look for a Facebook page first for an organization that they were considering volunteering with.
- 17. 28 (23.9%) 35 (29.9%) 47 (40.2%) 7 (6.0%) 0 (0.0%) NAVCA Survey 117 Chief Officers - June 2010 Use in the sector
- 18. Urban Forum Member Survey 2011. About types of social media use
- 21. Any Questions, so far?!
- 23. Social Media Planning Guide
- 25. The voluntary sector problem Where to start Knowledge / Confidence Fear Capacity Access Time Cost Any more?
- 27. Needs first, then tools O bjectives – what do you want to achieve <Guide – Page 6 – Benefits Q1 and Q2>
- 29. If you build it, they won’t come A udience – Who are they? – Where are they? <Guide – Page 7 – Is it suitable? Question 2>
- 32. Let’s share how are you communicating now What is your cause or campaign? What are the issues and challenges you face? What is holding you back? Which tools & methods of communication are you using? Why these? What are their limitations? Which are effective? How much do they cost? Which is best value? Which Tools?
- 34. It’s what you do, not how you do it Fundraising – Communications - Productivity
- 35. We're here. We want to be there. Developing the plan to get there. S trategy - pick a plan with a path that fits <Guide – Pages 8,9,10 - Steps 1 and 2> 1, Pick one goal to pursue 2, Decide who is going to be involved and how much Consider responsible use (Appendix 2)
- 36. But new media doesn’t just replace old media – its 'as-well-as' I mplement - match right social networking tool <Guide – Pages 11, 12 – Steps 3, 4 and 5> 3, Research (See Appendix 3) 4, Decide on your approach 5, Jump in
- 37. 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
- 41. Step 2 – Pick one goal to pursue Pick one goal to pursue Marketing What marketing goals might your organisation have?
- 42. 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 Accessible way for people to hear your news Voice adds a new dimension Free software 'Twitcasting' of events Less cumbersome than video
- 43. Image Sharing - Flickr Commoncraft Video explaining Image Sharing Record of events Added dimension Access to reusable images Easy & quick to put on website
- 44. Increases Reach Chance to Partner Call to Action Keep it Fresh Spread & Share Show your Organisation is Genuine & has Personality
- 45. Location based Marketing & Communications Incentives to visit Uses Smartphone Competition Way to meet up with others
- 46. Online journals – Blogging - Commoncraft Video - explaining Blogs Quick and easy to set up and continue to develop Draws people to the website Get feedback from people and start conversations
- 47. Social Networking - Facebook Dog’s Trust Busts For Justice It’s the place where many people already network
- 49. Step 2 – Pick one goal to pursue Pick one goal to pursue Fundraising What fundraising goals might your organisation have?
- 53. Don’t be daunted by all the tools … … you will have chance to try some of them out after lunch!
- 54. Lunch
- 55. Social Media for Organisations
- 56. Remember the steps O bjectives – What do you want to do? A udience – Who are they? Where are they? S trategy – Pick a guided plan with a path that fits I mplement - Match to right social networking tool S ustain – Engage & converse, monitor & revise OASIS was developed by @JohnSheridan [email_address]
- 60. Listening News feeds In and Out
- 61. Commoncraft Video explaining Twitter
- 62. 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.
- 63. Twitter Events AS they happen not AFTER they have happened
- 64. Microblogging – Twitter - Commoncraft Video explaining Twitter Short updates, signposts and conversation starters
- 67. Show all the channels on your main home page
- 68. Notes and Likes – other ways to use Facebook
- 69. … or share links off line using QR codes 'Add This' enables sharing and tracking of links with others on line ...
- 70. Communities building their own spaces for discussion and sharing Alternatives: Google Sites, SocialGo, Facebook
- 72. Get your organisation noticed on Google Places Derwentside CVS & VB page here
- 74. Sustaining and Measuring the conversation
- 75. If you don’t do it, someone else will S ustain – engage, converse, measure, adjust <Guide – Pages 13, 14 – Steps 6 and 7> 6, Measure your success 7, Develop
- 76. Time Planning – frequency and time needed Every 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, monitor groups & find new people to follow Add video to YouTube, share a resource on-line, create podcast & build profile
- 77. Every Day (30 mins) Tweet, re-tweet, check Google Alerts, check RSS reader & reply to comments Once a Week (45 mins) Write blog post, check analytics, monitor groups & find new people to follow About Monthly (60 mins) Add video to YouTube, share a resource on-line, create podcast & build profile
- 78. 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
- 79. Measuring Success - Check how many times links are clicked if using Bit.ly - Listen to what's said about your organisation / service - Monitor Google Analytics & Wordpress page visits BUT …. real success is not 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 & video
- 80. 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
- 81. What have we made?
- 83. Recap – OASIS Steps O bjectives – What do you want to do? A udience – Who are they? Where are they? S trategy – Pick a guided plan with a path that fits I mplement - Match to right social networking tool S ustain – Engage & converse, monitor & revise OASIS was developed by @JohnSheridan [email_address]
- 89. For Local Support Organisations For Volunteering Organisations To share and learn about social media for communities Useful links and websites
- 90. Thank You – My Email & Twitter contacts are: Paul Webster paul.webster @ purplezebra.org.uk @watfordgap Please complete feedback sheet and take USB stick
- 91. Thank You
Hinweis der Redaktion
- Fire Bell: State whether a fire bell test or drill is being plane for the day. Loos: Point out the facilities Refreshments: Explain details of tea/coffee and lunch Mobile Phones: ON! For social networking ... But for call please try and restrict use to breaks and lunch time An FUQFlipchart
- Nothing more than to signify a difference between the way the Internet has been used since the early 1990s (Web 1.0 or the old web) and how it is being used now (Web 2.0) and the difference between printed traditional media and something newer.
- 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!
- 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!
- The big four .... The premiership of social networking websites
- The big four .... The premiership of social networking websites Just announce the big four as they will come up in the next section
- Work through each of the voluntary sector problems relating to social media.
- <Guide – Benefits Q1 and Q2> Standard Community Development stuff really Get alongside all members of the group Find out what they are trying to achieve, what are the issues they face
- Don’t build it and hope people will flock to your new website or social media idea You need to first find out what they want build it show it to them help them to use it then support them afterwards Who are the key players, where do they hang out, are they obvious or do you need to search for them?
- Do BETTER Things and Do things BETTER, but not replace the things that you are already doing well! Strategy = Plan = Roadmap. Its just a statement of “we are here”, “we want to be there”, “how can we make it happen”
- Try them out, ask others, see what similar communities do Remember that these work alongside your existing methods of working with communities What tools are out there, who can show us (e-champions, Digital Mentors, Community Voices), play in the playroom of toys, experiment with the free stuff, see what other communities have done
- Invite people to indicate which of these they know and/or have used. Are there any which people don’t know? We will cover each of these in more detail later on
- ** Optional Slide if this is requested ** Low cost and easy to do. Microphone (Rode Podcaster) is £120, but it can be done with an iphone. Software (Audacity) is free.
- ** Optional Slide if this is requested ** Also used at NAVCA events and conferences – large photo sharing section on navcaboodle All pictures loaded on any Flickr account that are given the same tag will appear together when searched for. Again, has RSS feed so you can be alerted of updates
- 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)
- O - Also. What are your organisation goals A – Also. What are your social media goals, who are your audience, where are they? S – Plan how to achieve these – social media guide I – Also. Try out - Implement S - Also. Monitor
- RSS stands for Really Simple Syndication, but now you can forget that – what you need to know is that you are able to syndication (or subscribe to) content, news and updates from other peoples websites in a really simple way The site just needs to be able to produce an RSS feed (talk to your web developer) You just need to signup to an RSS reader service (such as Google Reader) and then bring in web feeds by clicking on the orange RSS logo shown here. RSS to Email – “Feed My Inbox” An example from the SW ICT Champion who once worked in a local district council post room. “It was my role to read every newspaper and scan for mentions of the council, its work or policies and letters from residents. These were cut out and pasted manually into a file which was then made available for all staff to read.” A similar role should be performed in organisations now but through use of social media tools suce as Google Reader, RSS or Twitter - horizon scanning in a much quicker and easier way to see what is being said and electronically notifying appropriate members of staff.
- RSS to Email – “Feed My Inbox” In a similar way to how its possible to ‘horizon-scan’ what others are saying from the other side its possible to publish your news and updates with RSS capabilities so that others can immediately pick-up on your news. Makes the whole connecting to your audience process much easier, quicker and more responsive
- At NAVCA used by information and comms team to listen to what LIOs are saying or by individual policy teams to “listen” to those talking about their area of expertise and interest. Google Alerts are another way to instantly receive updates when subjects you are interested in are mentioned.
- RSS stands for Really Simple Syndication, but now you can forget that – what you need to know is that you are able to syndication (or subscribe to) content, news and updates from other peoples websites in a really simple way The site just needs to be able to produce an RSS feed (talk to your web developer) You just need to signup to an RSS reader service (such as Google Reader) and then bring in web feeds by clicking on the orange RSS logo shown here. Over 50 LIOs – NAVCA members have websites that produce RSS feeds. RSS to Email – “Feed My Inbox” An example from the SW ICT Champion who once worked in a local district council post room. “It was my role to read every newspaper and scan for mentions of the council, its work or policies and letters from residents. These were cut out and pasted manually into a file which was then made available for all staff to read.” A similar role should be performed in organisations now but through use of social media tools suce as Google Reader, RSS or Twitter - horizon scanning in a much quicker and easier way to see what is being said and electronically notifying appropriate members of staff.
- Sites like this and Twitscoop show what people are saying right now on Twitter across the whole world. Not the news on the TV tonight after it has happened or the news tomorrow in the newspaper but what is important now.
- Communications Volunteering BH
- Using Social Media Tools to help you to achieve your organisation’s goals. Productivity = More efficient, effective, sustainable Quick – save time Easy to implement and use Make a difference See more on the handout
- Very important – it is some ones role to keep the network running, the conversations replied to, the content fresh ... so often this gets neglected. Its NOT a case of install and forget Sustain, Monitor, Respond, Improve If you don’t then others will come in and fill your space
- O - Also. What are your organisation goals A – Also. What are your social media goals, who are your audience, where are they? S – Plan how to achieve these – social media guide I – Also. Try out - Implement S - Also. Monitor
- Encourage people to take ideas covered so far and link them back to their own development worker roles – which bits did they really feel would be beneficial to organisations? Where are there further learning needs? Which bits did they feel do not apply? General reflections? How does using social media apply during the recession? What advantages can it bring? What disadvantages? This seems very positive, but the decision to deploy a Web 2.0 enhancement on your site should be guided by the same straightforward marketing and communications questions that shape any project that has customers at its heart.
- 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.