The presentation given at Peterborough Town Hall by Edward Truch and Didier Soopramanien on 13 July 2012 - on social media and communications - for local community and voluntary groups
The Role of FIDO in a Cyber Secure Netherlands: FIDO Paris Seminar.pptx
Social media and communications workshop held on 13 July 2012
1. Social Media in Communities
Peterborough 13 July 2012
Prof Edward Truch – edward.truch@gmail.com
Dr Didier Soopramanien – dgrsoop@gmail.com
2. Contents
Section Slide
1 Workshop results 3
2 Presentation - social media in communities 10
3 Case examples 57
4 Learning resources - social media 67
5 Appendix – survey and planning forms 70
2
3. Survey results and actionable insights
- from Peterborough workshop on 13 July 2012
Summary
3
4. Benefits already enjoyed by participating organisations
- as reported in survey at workshop start
Communication Visibility
Ability to communicate quickly and widely Reaching a wider audience
Two-way communications within the group Publicising events to a wider audience
Feedback from people not directly connected Recognition
Collaboration Brand recognition
Integration with member groups Raised profile of individual members
Sharing events and news International recognition
Networking opportunities Promotion
Exchange of ideas Advertising
Working together on joint projects such as Easy promotion of events
exhibitions
Wider publicity
Recruitment Selling work online
New volunteers Promoting courses and programmes
Information Picked up by regional media
Feedback on work-in-progress Fundraising
Informing people about activities Donations
Ability to gain more information Brings awareness to clients of funding issues
Easily spreading news (CAB)
4
5. Important factors in encouraging people to use Social Media
- as reported in survey at workshop start
Confidence Planning
Showing it is not scary and most people can Build a plan with clear guideliines
use it Designated staff to update and monitor social
Confidence about what to write media
Empowerment Resources
Empowering people to use on behalf of their Easy access to Internet and appropriate equipment
organisation Allow people time for social media
Trust Content
Accords with the values of the organisation Find and develop original content to post
Correct information passed on Keep dynamic, valid and relevance
Individuals are trusted not to misuse Effectiveness
Training Making sure it has a positive impact on the
Familiarisation and training provided organisation
More knowledge about how social media Showing that social media are not a waste of
work, even at basic level time
Communication Demonstrating that it is effective in achieving
aims
Giving regular reminders to blog
Easy to find information about people
Don’t clog up with social drivel
5
6. Barriers to using social media
- as reported in survey at workshop start
Knowledge Age
Lack of know-how and skills Many older people are reluctant to start using
Don’t know where to start social media
Need best practices: what to do, what not to Innovation
do Old fashioned lifestyle
Lack of computer literacy People who are not on the same wavelength
Time Feeling it is a necessary evil rather than liking
Fear of amount of time that will be taken up it
Lack of time to keep it vibrant People who are against and slow to adopt to
changing environment
People see social media as a black hole for
time Intellectual property
Privacy Doubts about how to protect content
Concerns about loss of privacy Concerns about opening up to disrepute
Fear of breaches of security and Benefits
confidentiality Doubts about benefit from using social media
6
7. Actionable Insights
- gained during workshop sessions
Training Activities
Time management for social networking Create wider events
Use social media to learn about social media Set up competitions
How to avoid pitfalls Content
Interviews with public can be used a blogs
Roles
Plan stories and blogs for what stories to
Guidelines that define usage for members promote
Time/people allocation Competitions to engage people with Facebook
Assign an action/role to engage membership and Twitter
group Monitoring
Set up Facebook and Twitter with designated Twitter searches to find out what people are
users talking about
Research Grade and investigate usage
Track how other organisations use social Specific media
media Use of Facebook/Twitter vs. blogs
Research groups with similar values Be selective for each website page
Investigate new forms of social media Start Facebook group
Use YouTube as a means of communication
7
8. General Insights
- gained during workshop sessions
Strategy Challenges
New ways of communicating with Society Many challenges and constraints
One size does not fit all Find solution for core challenges
Use mix of methods including traditional ones Acknowledge vulnerability of organisation
Create a social media policy Development
Don’t spread yourself too thinly Social media is fast moving
Re-use stuff especially images How modern technology is moving forward so
Assets fast
Link ‘physical’ events with social media Platforms
Same information on all sites Social media need not be primary channel
Social media is another communication Use tools like TweetDeck to monitor and post
channel Investigate WordPress – open source website
Evaluation builder
Awareness and evaluation of where we are Wide scope of YouTube
Identify ways to evaluate benefits
8
30. Key Questions
Who manages your social media strategy?
Do you know what the public are saying about you on
Facebook? What about on Twitter? LinkedIn?
Do your people know what they’re allowed to say (and not
say) about your organisation when they are online?
Do you know how to sustain a meaningful conversation with
customers and other stakeholders?
How will you create content that people will find valuable and
engaging?
30
31. Implications
New approach to managing the whole organisation
Need to integrate social media
Budgets and resources adjusted
Every person within the organisation will have a public facing
role
New social media roles
Job descriptions need to be adjusted
Performance evaluation and rewards need adjusting
31
32. Implications
Many established management methods are ill-suited to deal
with citizens who
No longer want to be talked at, but
Want organisations to listen, engage and respond
Each of the 7 functional building blocks have important
implications for how organisations should engage with social
media
Organisations can monitor and understand how social
activities vary
Building “social authority” and trust
32
33. Getting started
1. Start by listening (monitoring)
2. Start small
3. Deliver on your core values
4. Create value for citizens
5. Facilitate sharing
6. Keep it exciting
7. Keep it relevant
8. Keep it accurate
9. Keep listening
33
34. Organize for different types of openness
Organic Centralized Coordinated
- Natural growth - One department - Sets rules, best
requiring few controls all efforts practices, policies
resources - Experimental, fast - Each department
- Deep adoption moving executes
- Non-consistent - Not spread or used - Takes time, not
broadly cutting edge
- Eg. Humana,
Microsoft - Eg. Starbucks, - Eg. HP, Red Cross
Ford, Dell
34
35. “Find us, Follow us,
Watch us and….”
Some initial reflections on interviews and secondary research
#Peterborough
35
36. We are currently testing what SUITS our
needs
Yes, there is a steep learning curve at the
start but it’s worth the effort
“Selling” social media internally (difficult)
“What is wrong with our current media
channels?”
36
37. It’s free (cheap) and a lot of people are using it
Bring us to the 21st century….
What would we do without it?
A way to get the young people involved
Enabling us to reach a new and wider audience
37
38. “It makes community activity much
more visible. Simply being able to
observe means a wider group of
people are informed, even if they
choose not to take their
communities?INTCMP=SRCH
38 involvement further”
http://www.guardian.co.uk/voluntary-sector-network/community-action-blog/2012/mar/01/social-media-empower-
39. When does social media become “local
media”?
Hyper local media
"Online news or content services pertaining to a town ,
village single postcode or other small geographically
defined community”
From Damian RadCliffe in Here and Now: UK Hyperlocal Media Today
The full report can be downloaded from NESTA
http://www.nesta.org.uk/areas_of_work/creative_economy/destination_local/assets/features/here_and_now_uk_hy
perlocal_media_today
39
45. Social media was not really invented
for community engagement
It was not invented to sell products either!
45
46. We are not selling a product but we can
still use it for branding
Social media can be used for a more
“personal[human] conversation”,
somebody has taken the time to write the
blog or the tweet
Storytelling (community reporting) as a
driver of change and engagement
46
47. What is the added value to engage with
social media? “why should I put the
effort?”
Why should I switch the channel of
information?
Difficulty in getting people to switch from
one
medium (newsletter) to the other (website
online)
47
48. Definite acknowledgement that social
media needs more attention and resources
(compared to just having a website)
It’s dynamic and agile (are you prepared for
this?)
Regular tweets or monitoring members’
conversations
Think of a website where the content is old
48
49. The same rules apply for businesses
Authenticity and credibility remain important for
engagement
Authenticity and Credibility are established
INITIALLY offline
Conversations discussions (comments) “arguments”
can actually enhance credibility and authenticity
(enabled by social media)
49
50. Initially perceived that it’s for the youngsters
and also perceived as a “toy”
Risk of using social media
Privacy and personal information
Technology and attitude towards technology
50
51. We are aware that some of our members
are not using/engaging with social media
Not a substitute to traditional media
We still need a website, occasional
advertising in local newspaper or the
newsletters are still important
51
52. Can we start to think of a
for community groups?
OK, you have heard this before:
“One size does not fit all”
However, we can still learn from others
52
53. Elements of a content,
communication and conversation
strategy
-What are my objectives (short and long term)
-Resources that we have and will have (and may not
have in the future)
-We want people to know who we are and what we do,
BUT WE ALSO WANT THEM TO DO SOMETHING
-who are we “talking” to and conversing with?
53
54. Elements of a content
communication and conversation
strategy
-We need to have “interesting” stories (that will trigger interest-
“catalyst”): WHAT MOTIVATES PEOPLE: “A GOOD
CAUSE..REASONS TO GET ENGAGED”
-Remember that social media is agile and dynamic (BE
PREPARED)
-Don’t forget the key word here: not media BUT SOCIAL!
Social is about letting people participate, no longer pushing
information (more openness can enhance credibility and
authenticity ) CO-PRODUCTION
DON’T FORGET YOUR WEBSITE (IT’S STILL THE MAIN POINT OF
“CONTACT”)-search is still directed to websites!
54
55. • The concept of “Social” Business
• What does it mean for an organisation to become
“Social”?
• What is the value of becoming Social?
What must change for an organisation to become
social?
55 http://www.ibm.com/smarterplanet/global/files/us__en_us__socialbusiness__epw14008usen.pdf
59. http://www.proximitylondon.com/work/rnli/
Won numerous awards by engaging youth bloggers through mystery packages
Clever use of word of mouth online, watch the video at the bottom of the page to this link
http://www.proximitylondon.com/work/rnli/
60. “It makes community activity much more
visible. Simply being able to observe means a
wider group of people are informed, even if
they choose not to take their involvement
further”
This article in the guardian has some interesting links to other reports including the link on the nex
slide
http://www.guardian.co.uk/voluntary-sector-network/community-action-blog/2012/mar/01/social-media-empower-
communities?INTCMP=SRCH
64. People in the community helping each other to “fix things”
http://www.newsomegrapevine.org.uk/blogs/local-events/bring-fix-10th-july-2012/
65. Report on Participation and what motivates people/citizens to get engaged
http://pathwaysthroughparticipation.org.uk/
66. Interesting report on social media and local government includes some interesting examples
http://www.youngfoundation.org/files/images/Listen__Participate__Transform.pdf
68. Strategy and planning
Social media revolution 2011
http://www.youtube.com/watch?v=3SuNx0UrnEo&feature=youtube_gdata_player
Social media revolution 2012
https://www.youtube.com/watch?v=0eUeL3n7fDs&feature=youtube_gdata_player
Social media strategy for non-profits – Part 2 (22 mins. length)
http://www.youtube.com/watch?v=of20PWHhT7o&feature=youtube_gdata_player
Social Media business plan
http://www.youtube.com/watch?v=KzVjIsTIgkE&feature=youtube_gdata_player
Winning formula for a social media strategy – Part 1
http://www.youtube.com/watch?v=WpVBCa4wlyI&feature=youtube_gdata_player
KLM Social media strategy
http://www.youtube.com/watch?v=Ehmg3MxLBXI&feature=youtube_gdata_player
Planning your marketing campaigns and save time (free program Hootsuite)
http://www.youtube.com/watch?v=S38RJGc9sAU&feature=youtube_gdata_player
Facebook and Twitter for Seniors
https://www.youtube.com/watch?v=DSojEb7Fvjg&feature=youtube_gdata_player
Top ten social media disasters 2011
https://www.youtube.com/watch?v=hsYMFSR9CUQ&feature=youtube_gdata_player
Social media policy – employee training
http://www.youtube.com/watch?v=_xm06FB0Rao&feature=youtube_gdata_player
68
69. Learning Resources
Twitter
How to set up a Twitter account
http://www.youtube.com/watch?v=e3-hy_VgLTI&feature=youtube_gdata_player
How to use Twitter
http://www.youtube.com/watch?v=J0xbjIE8cPM&feature=youtube_gdata_player
Twitter marketing tutorial (part one)
https://www.youtube.com/watch?v=sFIqswuFO1w&feature=youtube_gdata_player
Facebook
Understanding and managing your timeline
http://www.youtube.com/watch?v=-hFL896n0Hw&feature=youtube_gdata_player
Facebook for Seniors
https://www.youtube.com/watch?v=7w5xGGfrAoo&feature=youtube_gdata_player
Linked-In
Linked In – start conversation with Linked-In groups
http://www.youtube.com/watch?v=F5CF1FEm_oA&feature=youtube_gdata_player
… and many many more on YouTube and elsewhere on the Web
69
70. Appendix
Forms used in benchmark survey
and planning exercise
70
73. Example of Action Plan for one core function
Core Function 1 Fundraising
Role of Social Connect with potential donors
Media and demonstrate case for giving to us
Main Action Set up Facebook and Twitter and provide regular info to
engage potential donors
Resources Jane on Twitter, me on Facebook, John for photos etc.
Need smartphone apps plus PC software for posting and
monitoring, e.g. TweetDeck
Next Steps What When
1 Meet with Jane and John and agree plan and mid-Jul
roles
2 Identify existing content for SM end-Jul
3 Create list of future stories end-Jul
4 Start monitoring SM activities of similar immed
organisations
.5 etc.
73