Lasa esolutions campaigning and awareness
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Presentation given at Children England's Virtually Ready conference, 24 January 2013. **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/
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Lasa esolutions campaigning and awareness
- 1. e-solutions for campaigning and awareness Miles Maier Twitter @LasaICT Lasa
- 2. About Lasa • 25+ years in the sector • Technology leadership, publications, events and consultancy www.lasa.org.uk/ict • Welfare Rights www.rightsnet.org.uk
- 3. • Funded by DfE via Children England • Capacity building CYP knowledge of ICT • Series of 6 webinars on technology www.childrenengland.org.uk/overview/1584
- 4. 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 $UPPORTER$
- 5. Audience Poll #1 Organisational use of new media? • Facebook • Twitter • YouTube or Vimeo • Flickr or Picassa • LinkedIn • Pinterest • Storify • Website you can self update
- 7. “ Social media…is about pursuing relationships and fostering communities. Paul Adams, Google http://thinkoutsidein.com/blog
- 8. 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
- 9. 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. Social Networking – the numbers
- 13. ....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
- 14. 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
- 15. 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)
- 17. Facebook • Driving traffic to website • Moving people to take action – advocate, volunteer • Less success with direct fundraising • Resource: min. 2 hours per week
- 18. 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
- 20. Twitter • Connect with like-minded organisations and people • Cultivating new connections • Huge reach, quickly • Resource: min. 2 hours per week
- 21. Events AS they happen not AFTER they have happened A transient conversation Short updates # hashtags Signposts to resources Conversation starters
- 22. 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
- 23. 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
- 26. 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
- 27. Host your own Social Network Communities building their own spaces - for discussion - sharing - shows belonging Alternatives: Yammer, Google Sites, SocialGo, Facebook, Wackwall.com
- 28. Other tools • Google+ - create online communities similar to Facebook • Google Hangouts – online video streaming of events • Pinterest – collect and share items of interest
- 29. 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
- 30. 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
- 32. 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?
- 33. 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
- 34. 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?
- 35. 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
- 36. 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
- 37. 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!
- 38. Where to next…?
- 39. 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
- 40. #5. QUICK STUFF YOU CAN DO NOW
- 41. Crowd -Sourcing • Topical • Quick • Good PR • 10,585 views since Nov 2012
- 43. Tweetchat • Good for regular topical debates • Information exchange • Widening your community • Quick and easy to set up • Use the transcript for a blog
- 44. 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
- 45. 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/
Notas do Editor
- ASK THE AUDIENCE TO ANSWER WHY WE NEED SOCIAL MEDIA
- Facebook 845mChina 1.3bn, India 1.2bn, USA 313m