e-solutions for
campaigning and
awareness
Miles Maier Twitter @LasaICT
Lasa

About Lasa
• 25+ years in the sector
• Technology leadership, publications,
events and consultancy
www.lasa.org.uk/ict
• Welfare Rights
www.rightsnet.org.uk

• Funded by DfE via Children England
• Capacity building CYP knowledge of ICT
• Series of 6 webinars on technology
www.childrenengland.org.uk/overview/1584

Take-Aways
We all campaign and raise awareness for our
issue. Now about using new media to….
• Share CONTENT
• Start CONVERSATIONS
• Work in COLLABORATION
SHOW AND TELL YOUR STORY to
$UPPORTER$

Audience Poll #1
Organisational use of new media?
• Facebook
• Twitter
• YouTube or Vimeo
• Flickr or Picassa
• LinkedIn
• Pinterest
• Storify
• Website you can self update

#1.
WHAT IS
SOCIAL
MEDIA?

“ Social media…is
about pursuing
relationships and
fostering
communities.
Paul Adams, Google
http://thinkoutsidein.com/blog

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

#2.
WHY DO
WE NEED
SOCIAL

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

Social Networking – the numbers

....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

Social Networking – the numbers
• Of all the websites visited in UK, top 2 are
Social Networks - Google (9.5%),
Facebook (6.6%), YouTube (3.5%), ebay
(1.9%), WinMail (1.4%). Google = 91% of
search traffic. (HitWise – Feb 2012)
• Use of social networks is 23% of time spent
on internet in UK, 159% increase in last 3
years
• Of the 48.6 million adult population (ONS),
77% have a Facebook profile, 66% are
YouTube users, 32% are on Twitter and
16% have a presence on LinkedIn. (Umph
Sept 2011 – sample of 2,400 adults)
• YouTube 2nd most popular way to search
for content. 24hrs is uploaded every minute

Social Networking – the numbers
• Average social network user is aged 37
• 96% of aged 18-34 on one or more
network
• 52% of Facebook users are 18 to 34 yrs
• 58% of their media content on mobile
devices
• 30% check their status as soon as they
wake up
So, its not a passing phase, but it is important that
organisations direct effort to the right network(s)
(From – Ofcom, www.clickymedia.co.uk & www.hitwise.com)

#3.
OTHER
CHARITIES &
SOCIAL MEDIA

Facebook
• Driving traffic to website
• Moving people to take action – advocate,
volunteer
• Less success with direct fundraising
• Resource: min. 2 hours per week

It’s the place where young
people already network
and share
Great to create a Group
for network of Supporters
Set up a Page around a
campaign or issue, not
about the organisation
Check privacy settings
which change frequently
Responsible use by young
people & friend unfollow
Link to Twitter & Website

Twitter
• Connect with like-minded organisations and
people
• Cultivating new connections
• Huge reach, quickly
• Resource: min. 2 hours per week

Events AS they happen
not AFTER they have
happened
A transient conversation
Short updates
# hashtags
Signposts to resources
Conversation starters

YouTube
• 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

Anyone can be a
content creator
Increases Reach
Call to Action
Spread & Share – don't
have to rely on TV or
reporters
Show face of your
organisation and has
personality
Stream video content
with Bambuser or
Ustream
http://www.youtube.com/watch?v=P8KiVLGyPjI&feature=relmfu
http://www.youtube.com/watch?v=cRh8LDz3UTg

Professional Social
Networking
Recently passed 100m
users
Join sector specific
special interest
discussion groups
Now has section to
record volunteer
experience
Resource: min. 2 hours
per week

Host your own
Social Network
Communities building
their own spaces
- for discussion
- sharing
- shows belonging
Alternatives:
Yammer, Google Sites, SocialGo,
Facebook, Wackwall.com

Other tools
• Google+ - create online communities similar to
Facebook
• Google Hangouts – online video streaming of
events
• Pinterest – collect and share items of interest

Social Networking sites for Younger
Audience
• Legal age for most sites is 13 yrs old – though some young people
using these sites anyway
• Don't over react! → Set a good example → Promote responsible
use
• Once an image or comment is out there ... it's out there for ever
Club Penguin Superclubs (Scplus.com) Fantage

E-Safety
• Children England website
• Munch, Poke, Ping – Stephen Carrick-Davies
• The Digital Edge - Tim Davies, David Wilcox, Alex
Farrow
• www.kenttrustweb.org.uk
• www.childrenandyouth.org.uk
• www.scouts.org.uk
• www.wisekids.org.uk

#4.
HOW TO
GET
STARTED

Audience Poll #2
Barriers to your organisation’s use of social
media?
• Where do I start?
• Lack of knowledge
• Confidence / Fear
• Capacity / Resources
• No access from my computer
• Don't have any time
• Scepticism – what's the point?

First Steps
• Know your objectives and what you want to
say
• Research where your audience are – do you
know?
• Plan how to use the tools – have a strategy
• Choose tool to match audience and
implement
• Sustain the conversation and say thank you

Promoting your group
How you could promote your cause:
• Think about the mission and aim of what you do
• Can you write down your key message in 140
characters, what hooks would you use?
• Use new media to tell the story?
• How would you interest people in what you are
promoting?
• Could you Pitch it?

Immediacy and response
expected
Type Reply within
Letter 2 weeks
Email 2 days
Facebook 2 hours
Twitter 2 minutes
Hours per week Max. number of
you can commit to 2 social media
social media channels you can
support

Which tools?
Goal #1 Goal #2 Audience: Content: Expertise: Total Rank
Research best how easy will how easy to get
channel to it be for you to staff up to
connect with produce the speed?
your audience necessary
content?
Facebook
Twitter
LinkedIn
Youtube

Pulling it all together
• Social media drives traffic to your website
• Good for collaboration and inspiring action
• Not so good for direct fundraising
• Use consistent messages across all websites & social
networks
• Share links ...
• With all your social networking sites
• With everyone!

Where to next…?

Where to start…
Social Media Planning Guides
www.idealware.org/
Digital Story
Tellinghttp://ictknowledgebase.org.uk/digitalstorytelling
Common Craft
www.commoncraft.com
SocialSource Commons
https://socialsourcecommons.org

#5.
QUICK STUFF YOU
CAN
DO NOW

Crowd -Sourcing
• Topical
• Quick
• Good PR
• 10,585
views since
Nov 2012

Show and tell
http://www.guardian.co.uk/lifeandstyle/video/2009/nov/07/kingsmead-eyes

Tweetchat
• Good for regular
topical debates
• Information exchange
• Widening your
community
• Quick and easy to set
up
• Use the transcript for
a blog

Find Us
• Twitter: @LasaICT
• Storify: http://storify.com/lasaict
• Vimeo: http://vimeo.com/lasacharity
• Audioboo: http://audioboo.fm/Lasa
• Slideshare: www.slideshare.net/LasaCharity
• Social Source: http://bit.ly/T3i3TO

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).
Thanks also to Idealware.org for their excellent
Social Media Decision Guide which informs some of
the slides on which social media to use.
All images are from iStockphoto.com unless
otherwise acknowledged.
http://creativecommons.org/licenses/by-nc/2.5/