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Social Media
4 Service
Delivery
Ian Goodman
Digital Service delivery
• Self-help solutions

• Smart Assistants

• Online assessments

• Live Chat

• Mobile device apps *

• Social Media *
ICE BREAKER
• Name, job, one thing from today

• Questions you may have?

 • Using social media to connect with socially,
   financially, digitally disenfranchised clients?

 • Impact on the way we deliver services?

 • Examples of advice organisations using
   social media?
#1.
WHAT
IS
SOCIAL MEDIA?
“   Social media…is
    about pursuing
    relationships and
    fostering
    communities.

    Paul Adams,          Google
    http://thinkoutsidein.com/blog
“
Social media
just now reached
such a critical
mass, it‟s too
hard to ignore.
You don‟t want to be
„that guy‟ who refuses to
adapt to change and
loses touch with reality.”
JuliaRoy
http://juliaroy.com
Social media is the vehicle
by which men have finally
decided it‟s cool – and
valuable – to open up,
share, make friends and
have conversations.
(Women have know this for
eons.)”
Diane Hessan
http://Communispace.com
Social media is online media
that starts conversations,
encourages people to pass it
on to others, and finds ways to
travel on its own.
Idealware
http://www.idealware.com
Photo: flickr.com/photos/briansolis/
#2.
WHY DO
WE NEED
SOCIAL
MEDIA?
Why social media
• huge and still growing

• cost-effective way to engage

• complements your existing comms

 • Driving traffic, increasing supporters

• effective at some things, less effective at
  others
....if Facebook
were a country, it
would be the third
most populated in
the world, ahead
of the United
States.



Only China & India are more populated
ONE-
                                      THIRD.



The proportion of women aged 18-34 who check
Facebook when they first wake up – even before going
to the bathroom.
http://ansonalex.com/infographics/facebook-user-statistics-2012-infographic/
27 MILLION.
The average number of “tweets” per day on Twitter.




                     THAT‟S 8X LAST YEAR‟S VOLUME.
24
 HOURS
  The amount of video
  uploaded to YouTube every
  minute.



THAT‟S MORE THAN DOUBLE LAST YEAR‟S VOLUME.
4 BILLION.
The number of images hosted on
Flickr.




             THAT‟S 13X MORE THAN THE LIBRARY OF
             CONGRESS.
NINETY-FIVE.
The percentage of US companies
using LinkedIn to find and attract
employees.

59% use Facebook
and 42% use
Twitter.
#3.
WHAT ARE
WE TRYING TO
ACCOMPLISH?
Over to you…

• Define social media goals
• Define your audience
#4.
SOCIAL MEDIA
TOOLS & HOW THEY
MIGHT HELP
Facebook
• Driving traffic to website

• Moving people to take action – advocate,
  volunteer

• Less success with direct fundraising

• Resource: min. 2 hours per week
Social media for service delivery
Twitter
• Connect with like-minded organisations and
  people

• Cultivating new connections

• Huge reach, quickly

• Resource: min. 2 hours per week
Social media for service delivery
Social media for service delivery
Online video
• Video can be compelling

 • Start conversations, spreading the word,
   hosting user content, host a video channel

• Driving traffic to your website

• Resource: min. depends on what you plan to
  do
www.youtube.com/watch?v=wkbiUrhmNCE
Flickr

• Tells a story and moves people to take action

• Driving traffic to main website

• Resource: min. event specific, but new content
  helps
Social media for service delivery
LinkedIn
• Recently passed 100m users

• Professional networks

• Connecting with like-minded people

• Good fit for those supporting people in their
  jobs

• Resource: min. 2 hours per week
Social media for service delivery
FourSquare
• Location based

• Crowd sourced

• Driving traffic, both online and in person

• Building personal relationships

• Spreading the word
Social media for service delivery
Other tools

• Google+ - grown quickly, non-profit potential
  unclear

• Ning – start your own online community
  (NAVCABoodle)

• Blogs – content is everything
#5.
MOBILE
APPS
& ADVICE
Social media for service delivery
Social media for service delivery
#6.
CHOOSING TOOLS TO
MEET OUR
GOALS?
Common Goals
• Fundraising - promoting existing campaigns, engaging
  supporters, clients, funders

• Advocacy – taking action, educating, thanking and celebrating

• Volunteering – conversation and community, reach new
  volunteers, celebrate current volunteers

• Events – promotion, during the event, post-event

• Online promotion and outreach – driving traffic, building lists
  (pledges, petitions), viral content
#7.
WHAT ARE
OUR SOCIAL MEDIA
BARRIERS?
BARRIERS TO USING SOCIAL
          5. Barriers
MEDIA…
• Skills
• Capacity
• Change factors
• Social media tools
• Strategy
• Inclusion of digitally excluded
Which tools?
Hours per week you                                     Max. number of social
can commit to social                   2               media channels you
media                                                  can support

           Goal #1 Goal #2   Goal #3   Content:        Expertise:        Total   Rank
                                       how easy will   how easy to get
                                       it be for you   staff up to
                                       to produce      speed?
                                       the necessary
                                       content?

Facebook


Twitter


LinkedIn


Youtube
Where to next…?
Where to start…
Digital Story Telling
http://ictknowledgebase.org.uk/digitalstorytelling

Social Media Planning Guides
www.idealware.org/

Common Craft
www.commoncraft.com

SocialSource Commons
https://socialsourcecommons.org
Stuff Lasa does
Twitter @LasaICT

Lasa ICT Knowledgebase
www.ictknowledgebase.org.uk

Monthly e-bulletin
www.lasa.org.uk/publications/ict-publications/

Events
www.lasa.org.uk/ict/lasa-technology-events-and-
conference-programme-2012/
Credits
This presentation is remixed and adapted from “What
the F**K is Social Media” by Martha Kagan of
espresso.com under Creative Commons Licence
Attribution-Non-Commercial 2.5, and added to with
nuggets of our own received wisdom (yes, really).

All images are from iStockphoto.com unless
otherwise acknowledged.

http://creativecommons.org/licenses/by-nc/2.5/

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Social media for service delivery

  • 2. Digital Service delivery • Self-help solutions • Smart Assistants • Online assessments • Live Chat • Mobile device apps * • Social Media *
  • 3. ICE BREAKER • Name, job, one thing from today • Questions you may have? • Using social media to connect with socially, financially, digitally disenfranchised clients? • Impact on the way we deliver services? • Examples of advice organisations using social media?
  • 5. Social media…is about pursuing relationships and fostering communities. Paul Adams, Google http://thinkoutsidein.com/blog
  • 6. “ Social media just now reached such a critical mass, it‟s too hard to ignore. You don‟t want to be „that guy‟ who refuses to adapt to change and loses touch with reality.” JuliaRoy http://juliaroy.com
  • 7. Social media is the vehicle by which men have finally decided it‟s cool – and valuable – to open up, share, make friends and have conversations. (Women have know this for eons.)” Diane Hessan http://Communispace.com
  • 8. Social media is online media that starts conversations, encourages people to pass it on to others, and finds ways to travel on its own. Idealware http://www.idealware.com
  • 11. Why social media • huge and still growing • cost-effective way to engage • complements your existing comms • Driving traffic, increasing supporters • effective at some things, less effective at others
  • 12. ....if Facebook were a country, it would be the third most populated in the world, ahead of the United States. Only China & India are more populated
  • 13. ONE- THIRD. The proportion of women aged 18-34 who check Facebook when they first wake up – even before going to the bathroom.
  • 15. 27 MILLION. The average number of “tweets” per day on Twitter. THAT‟S 8X LAST YEAR‟S VOLUME.
  • 16. 24 HOURS The amount of video uploaded to YouTube every minute. THAT‟S MORE THAN DOUBLE LAST YEAR‟S VOLUME.
  • 17. 4 BILLION. The number of images hosted on Flickr. THAT‟S 13X MORE THAN THE LIBRARY OF CONGRESS.
  • 18. NINETY-FIVE. The percentage of US companies using LinkedIn to find and attract employees. 59% use Facebook and 42% use Twitter.
  • 19. #3. WHAT ARE WE TRYING TO ACCOMPLISH?
  • 20. Over to you… • Define social media goals • Define your audience
  • 21. #4. SOCIAL MEDIA TOOLS & HOW THEY MIGHT HELP
  • 22. Facebook • Driving traffic to website • Moving people to take action – advocate, volunteer • Less success with direct fundraising • Resource: min. 2 hours per week
  • 24. Twitter • Connect with like-minded organisations and people • Cultivating new connections • Huge reach, quickly • Resource: min. 2 hours per week
  • 27. Online video • Video can be compelling • Start conversations, spreading the word, hosting user content, host a video channel • Driving traffic to your website • Resource: min. depends on what you plan to do
  • 29. Flickr • Tells a story and moves people to take action • Driving traffic to main website • Resource: min. event specific, but new content helps
  • 31. LinkedIn • Recently passed 100m users • Professional networks • Connecting with like-minded people • Good fit for those supporting people in their jobs • Resource: min. 2 hours per week
  • 33. FourSquare • Location based • Crowd sourced • Driving traffic, both online and in person • Building personal relationships • Spreading the word
  • 35. Other tools • Google+ - grown quickly, non-profit potential unclear • Ning – start your own online community (NAVCABoodle) • Blogs – content is everything
  • 40. Common Goals • Fundraising - promoting existing campaigns, engaging supporters, clients, funders • Advocacy – taking action, educating, thanking and celebrating • Volunteering – conversation and community, reach new volunteers, celebrate current volunteers • Events – promotion, during the event, post-event • Online promotion and outreach – driving traffic, building lists (pledges, petitions), viral content
  • 41. #7. WHAT ARE OUR SOCIAL MEDIA BARRIERS?
  • 42. BARRIERS TO USING SOCIAL 5. Barriers MEDIA… • Skills • Capacity • Change factors • Social media tools • Strategy • Inclusion of digitally excluded
  • 43. Which tools? Hours per week you Max. number of social can commit to social 2 media channels you media can support Goal #1 Goal #2 Goal #3 Content: Expertise: Total Rank how easy will how easy to get it be for you staff up to to produce speed? the necessary content? Facebook Twitter LinkedIn Youtube
  • 45. Where to start… Digital Story Telling http://ictknowledgebase.org.uk/digitalstorytelling Social Media Planning Guides www.idealware.org/ Common Craft www.commoncraft.com SocialSource Commons https://socialsourcecommons.org
  • 46. Stuff Lasa does Twitter @LasaICT Lasa ICT Knowledgebase www.ictknowledgebase.org.uk Monthly e-bulletin www.lasa.org.uk/publications/ict-publications/ Events www.lasa.org.uk/ict/lasa-technology-events-and- conference-programme-2012/
  • 47. Credits This presentation is remixed and adapted from “What the F**K is Social Media” by Martha Kagan of espresso.com under Creative Commons Licence Attribution-Non-Commercial 2.5, and added to with nuggets of our own received wisdom (yes, really). All images are from iStockphoto.com unless otherwise acknowledged. http://creativecommons.org/licenses/by-nc/2.5/

Notas do Editor

  1. The key question for most nonprofits is not whether social media can be useful—clearly, it can—but rather, how useful, how much time and effort is it likely to take, and what’s reasonable to expect in terms of a return on your time?
  2. It’s huge and still growing.Social media compliments existing media not replaces it.Compliments your existing media – drives traffic to website, newsletter, bulletin, etc
  3. Facebook 845mChina 1.3bn, India 1.2bn, USA 313m
  4. In Idealware’s 2011 Facebook survey, over 70 percent of respondents had succeeded in bringing new supporters to their events, and 66 percent of advocacy organizations had gotten their Facebook fans to take some type of action, like signing a petition. Limited success with direct fundraising. More success with direct action.