Slides from the ITEM3 open meeting about social media use by infrastructure organisations in the East Midlands

1. Social Media Update
Paul Webster (Twitter : @watfordgap)
24th April 2012

2. Social Media is ...
. . media rich, interactive, content served based on preferences,
open for comments, conversations WITH visitors encouraged.
Web 2.0
=Social Media
=New Media
=Social Networking

3. Social Networking – the numbers
• Of all the websites visited in UK, 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)
• 96% of aged 18-35 on one or more network
• 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)
• 50% of Facebook users view their page daily
and (February 2012)
• YouTube 2nd most popular way to search for
content. 48hrs is uploaded every minute
• One to watch? Pinterest visits up from 50k to
over 300k in 1 month. (Nov 2011 Comscore)

4. Social Networking – the numbers
• Average social network user is aged 37
• LinkedIn it's 44, Twitter 39, Facebook 38 &
Bebo 28 (typical user younger)
• 52% of Facebook users are 18 to 34 yrs
• However of active social networking users,
55% of those over 65 are on Facebook & 19%
of all users are over 45
• 55% aged 18-34 check their social networks
at least once a day (June 2011)
• 30% check their status as soon as they wake
up, 81% never turn their phone off (Aug 2011)
So, its not a passing phase, but it is
important that organisations direct effort
to the right network(s)
http://bigbible.org.uk/2011/12/social-media-infographic/#.Tt6yloSrmSo
(From – Ofcom, www.clickymedia.co.uk & www.hitwise.com)

5. Use of social networks is 23% of time spent on internet in
UK, 159% increase in last 3 years.
76% of iPad users also have a desktop PC, but 9% bought
one to replace their desktop / laptop
Mobile web access will eclipse wired by 2015, 17% of UK
households already use phone as primary web access
Facebook mobile increased by 100% in last year
Android OS use grown from 5% to 47% (Dec 2009 to Dec
2011). Apple is 30%, Symbian <5%. (ComScrore Aug 2011)
Over 25 million Increase from 31% (2010) to 45% (2011) of people who
smartphones in use in UK connect to Internet from phone/tablet (ONS – Aug 2011)
51.3% of phone market
(Ofcom Aug2011 / ComScore Dec2011) 59% access social network, 49% to buy, 12% to check-in
43% of users have downloaded an 'app'
Bite-sized learning & volunteering whilst commuting
70% would give up alcohol for a week rather than phone

6. Events AS they happen not AFTERwards
200 million registered users
180 million tweets posted per day
7 million users in UK
40% of tweets are from mobiles
Hootsuite / Tweetdeck to manage it
A place to listen & respond to people. To
generate wider awareness of what org
does & draw an audience to your site

7. It's 'Relational' not 'Transactional' So, Social Networking
“The Conversational Web”, not a Broadcast.
is 'the leveller'.
Listen more than you talk – and interact
Link and Share, and Share again – this keeps Increases INCLUSION
the conversations flowing. Share other peoples and gives
news more than your own (maybe 10 to 1)
Communities a voice
We're all “content creators”. Our message is as
valid as anyone's – whatever size organisation.
Our campaigning voice can be just as loud
Increased Reach - traditional reporting barriers
broken down and communities empowered
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!
Common Craft
Be Helpful – Be Generous - Say Thank You - What is Social Media Video
Share and you’ll be amazed what you get back!

8. Use by Infrastructure
Organisations back in 2010
NAVCA Survey
117 Chief Officers - June 2010
28 (23.9%)
35 (29.9%)
47 (40.2%)
7 (6.0%)
0 (0.0%)

9. Urban Forum Member Survey 2011. About types of social media use

10. Inclusion – Voluntary Sector audience
• Social networking shouldn't replace face to face communication
• Although 77% of households are connected and 30.1million
people access the internet every day (ONS 2011 / 2010), 8.4
million people have never been online
• Of this, 31% in low income households and 45% have
no post 16 qualifications
• 75% in BME communities don’t use internet regularly
• 43% put off using social media due to jargon
• Away from populated areas broadband and even 3G
access can be difficult (33% < 2mbps in Penrith & Borders)
• 1200+ partners pledged to help people get online,
find what they want online & then stay online.
Resources to help become a Digital Champion

11. Social Media Mini Healthcheck
Carried out by organisations before social media visit
Current methods
• 81.8% communicate messages clearly some or all the time
• Primary method of communicating with members is e-mail
bulletin sent monthly (47%) or weekly (32%)
• Primary way of listening to members views is through
ad-hoc requests (47%) or meetings (35%)
• 35% of organisations have a Communications plan
• But 83% of organisations don't have a social media plan
• And only 6% of organisations have social media guidelines

12. Social Media Mini Healthcheck
Carried out by organisations before social media visit
Use of social media
• For communicating to members. Used a lot, Facebook
(17%), Twitter (10%) & Flickr (6%), a little Facebook (44%),
Twitter (37%) & YouTube (22%)
• For listening, Facebook (5%) & Twitter (5%) a lot and
Facebook (50%), Twitter (32%), Blogs (17%) a little
• Cloud tools to increase productivity, little knowledge
of Hashtags, RSS, Digg, Scribd & Slideshare
• Tools used a little Google Docs (10%) and Eventbrite (31%)
• Greatest need. Ways to Measure Effectiveness (88%) &
Better ways to Communicate (82%)

13. The problems organisations raised
Where to start
Knowledge / Confidence
Fear
Capacity
Access
Time
Cost
Do we really have to?

15. The best website for the job
• Choose the way to convey message.
– Audio → Images → Video
– See Audioboo, Flickr, Pinterest, Bambuser, Youtube
• Choose the context to engage with audience.
– Blog → Facebook → Twitter
• Choose a useful (FREE) tool/s to help streamline work
– Finding out → Letting people know → Running events
– See Survey Monkey, MailChimp, Eventbrite

16. Finding Out
Survey Monkey
What it is
- online survey website
- drag and drop questions
- simple tick-box or grids
- multi-users

17. Finding Out -
Survey Monkey
Paid for version includes ...
What it does
- generate graphs
- download spreadsheets
- event feedback forms
- logic based on responses

18. Finding Out
Survey Monkey
Feedback on how it has been of benefit to organisations
- finding out more about what members needs are
- as a post-event feedback system
- useful graphs for presentations & funding bids
- timesaving vs annual paper based survey
- also see www.polleverywhere.com

19. Letting People Know
MailChimp
What it is
- mailing list management
- e-bulletin design
- engagement stats
- segmented subscribers

20. Letting People Know
MailChimp
What it does
- emails sent smoothly avoid spam
- handles bounces automatically
- use templates or build own
- easy import from Excel

21. Letting People Know
MailChimp
Feedback on how it has been of benefit to organisations
- build & import lists of supporters & group / segment
- sign-up forms to embed on website
- template based design of campaigns & for re-use
- track e-bulletins sent, bounced, opened and clicked
- social media integration and reach measurement

22. Running Events
Eventbrite
What it is
- online event management
- step by step process
- free if event is free
- booking, maps, tickets incl

23. Running Events
Eventbrite
What it does
- embed on website
- attendee books online
- send email reminders
- link with Mailchimp
- badges & check in lists

24. Running Events
Eventbrite
Feedback on how it has been of benefit to organisations
- manual process of handling booking eliminated
- attendance emails and reminders are automatic
- badges and sign-in sheets printed
- link into Mailchimp to contact groups of contacts
- also use with Doodle to select a date

25. Social Media Surgery
http://www.youtube.com/watch?v=6_xf_Y37yNQ
People who want to see change +
People who use social media =
Organisations inspired in new ways
of using technology
Informal (Tea & Cake too!)
No Lectures, No Selling, Locally led
Derby, Nottingham, Your area next?

26. New way to interact – a Quick Response from visitors – QR Codes
Letting people know how to get involved in volunteering ...
http://www.nottinghamcvs.co.uk/files/Get%20involved%20-%20volunteer.doc
Create with - http://qrcode.kaywa.com/ : Read with - http://redlaser.com/ (app)
Works well for ... Bear in mind …
- Direct to difficult web address - No major benefit on a web page
- Print media & flyers - Check location has connection
- FREE to create and use - Needs smart phone
- Current 'buzz' - Check link hasn't changed

27. 'Add This' (e.g. NAVCA)
for sharing and
tracking links with
others on line ...
Show all the
channels on your
main home page

28. What's next?
Bite-sized Consumption of learning & information
Mobile Tablets & Phones is only growing
Visual Image & Video based content dominate
Virtual Google Glass – Virtual & Immersive
Smart NFC Near Field Communication payments
But we should always ask, How is this relevant to the
sector and how will it help work with communities

29. Measuring Success
- Check how many times links are clicked if using Bit.ly
- Listen what's said about your organisation using Topsy
- Monitor. Google Analytics, Facebook Insights &
Wordpress page visits
- Measure. Tweetreach, Twitalyzer, SocialBro, www.twentyfeet.com
- Visualize. Infographics on Visual.y, My Social Strand
BUT …. real success is not just 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 and video
- Say Thank You!

30. paul.webster@purplezebra.org.uk
Paul Webster (Twitter : @watfordgap)
Thank You