Social Media Workshop
Paul Webster (Twitter : @watfordgap)
12th
September 2013
.

Good Morning and House
Keeping

What we are going to do today
• 'Getting to know you'
• Find out what social media is
and why its important
• Make a plan for good social
media use
• Think about the best way to
communicate
• See how other organisations
benefit from using social
media
• Explain how social media such
as Twitter and Facebook can
help community groups and
how to get started
• Have fun !

Finding Out – Networking and Communications

Lets play a game!

“Social Media. They get all excited about gleaming technology
and clever gizmos. They talk in acronyms and begin sentences
with: “Did you know you can..” The rest of us just want to get on
with campaigning, fundraising or service delivery. We want to talk
about the people we work with, the communities we’re in and
the issues we’re passionate about. We want to find and talk to
people who can help us get change, deliver services or make a
difference”.
Well, Social Media is about all that, telling stories and having
conversations, having a space to do that … it just happens that the
space is on a computer.
(From ‘How to use New Media’ - Media Trust).
On line collaborative
conversations…..
'The Conversational Web', not a Broadcast.
Listen more than talk

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

What is Social Media and why is it relevant
Let's go back in time...

Old media - Web 1.0 . . .
. . static
websites
with no
interaction,
text heavy
content.
Information
just fed TO
visitors
http://www.webpagesthatsuck.com/worst-websites-of-2012.html

Social Media – Digital Media ….
Web 2.0
=Social Media
=New Media
=Social Networking
. . media rich, interactive, content based on preferences, open for
sharing and where conversations & learning encouraged.

Is your organisation on Social Media?
No? Probably – Yes!
Who is using Social Media?
Does your organisation have a website … that is interactive?
Have you got a blog?
Do you use YouTube or Flickr?
Are you on Facebook?
Do you Tweet?
Do you use web tools to improve organisational efficiency?
Have you checked?!
How are you being represented?
How are others marketing what you do?

No longer something to be ignored.
Now is always the right time, tomorrow isn't
Most sites free to use. But consider time.
- 96% of internet users aged 18-34 are on one of more social networks
- 57% of people aged over 55 are on line.
- Use of social networks is 64% of all the time spent on the internet in UK
- 41 million people in UK on Facebook – some will 'Like' your project work
- 10 million on Twitter – some may Tweet colleagues about you services
- as YouTube is 2nd most popular search engine, a presence adds an extra
dimension to the project you're supporting or campaign you're running
- with bite-sized blog readership increasing – that captivating story about the
difference you have made may inspire others to help
- oh, then there is Pinterest, Linkedin, Google+, Flickr …..
Why use social media?

Social Networking – the numbers
http://www.personalizemedia.com/the-count/

Hand held devices (Tablets & Smartphones)
Tablet PCs becoming affordable – starting from £79. 12.2
million people own one, including around 1 million of
those over 55 (Ofcom 2012)
30% of all UK web traffic from phone/tablet (ComScore – Dec 2012)
82% of all UK mobile phone sales are smart phones and 71%
of phones purchased by over 55's in Dec 2012
smartphones
19% of smartphone users aged over 55 (6.1 million people)
59% use to check social networks, 49% for on line shopping,
36% on line banking. 75% of people get news first on line.
81% never turn their phone off, 30% check status as soon as
they wake up
A more social and
shared way to to
view the web
So, have you
viewed your
website on a
phone/tablet?

Increases speed of communication – no faster way to
(Action) spread messages than through social networking.
Less of a financial cost although ‘expense’ may be time
Widens message to people/groups that would normally
(Awareness) be missed using more traditional methods – ‘viral’
marketing campaigns hugely powerful creating
awareness extremely efficiently. Friends tell their friends.
Deepens to build new and different networks –
(Fundraising) communities of interest to bounce ideas off and
share experiences, increase commitment and
belonging for campaigning activity. Show
understanding and start some conversations!
Think of an activity your organisation does ...
How could it be helped by social media?

Generate on-line conversations, promotion and awareness
(Change) about the work or latest campaign by the organisation
Use RSS and Google Alerts to stay ahead of
developments in your area of interest - build a
‘Listening Dashboard’
Joins together communities who are interested in similar
(Action) things, have the same likes or are striving for the same
objectives. Tell your visitors and supporters about
your work in a new way
Consider all Five of these together and you have tools that are very
powerful – Social Media For Social Good
Commoncraft Video explaining Social Media
Think of an activity your organisation does ...
How could it be helped by social media?

But what advantage will it give our organisations?
You are the content creator – marketing power back in the hands of
the organisation. Need a phone … a camera … an audio recorder.
It will increase the number of people enquiring about your work who
have only heard through social networking sites
Less burden on centre staff as you are marketing your information
on line and event / resource bookings are possible too
Immediacy - show communities you are there and what you're doing.
Tell your story - People like stories
Rather than a plain website,
content kept fresh and up to date.
A two way communication link.
Projects in same location share and
communicate easily with other

Social Media
Planning

The voluntary sector 'problem'
Where to start
Knowledge
Confidence / Fear
Capacity / Resources
Access
Time
Cost
Scepticism
Any more?

So, how to take some steps - have a plan
• Know your objectives and what you want to say
• Come and volunteer with us!
• Research where your audience are – do you know?
• Survey and find out, work in spaces where your target audience are
• Plan how to use the tools – have a strategy
• An opening event?, e-bulletin update? Do ‘as well as’ what you do
• Choose tool to match audience and implement
• Look at what other organisations have done, what works elsewhere?
• Sustain the conversation and say thank you
• Encourage people to return, keep it new, links from websites
• Engage with people on line, be receptive, respond, react

Refreshment
Break
Any Questions, so far?!

People and needs first, then tools
Objectives – what do you want to achieve
<Guide – Page 6 – Benefits Q1 and Q2>

Plan - Stop and think!
Questions
What objectives is your organisation trying to achieve?
– How does it fit with the communications plan
– What goals do you think social media might help with?
Have you got a website that you can update yourself?
– Can be simple as Google Sites, Weebly, Flavors or Wordpress
– Internet presence is now your main shop window
Have you got the time? (To do, To monitor, To thank)
Consider how you describe and convey your messages
https://www.fifedirect.org.uk/publications/index.cfm?fuseaction=publication.pop&pu
Are you ready and prepared for change & to release some control?!

If you build it, they won’t come
Audience – Who are they? – Where are they?
<Guide – Page 7 – Is it suitable? Question 2>

Start conversation – but don't try to move everyone
It’s easier to go where
people are already
It can be difficult to get
people to come to you
Question - Ask yourself and your organisation:
– Do you know who is your audience is & how they communicate?
– Are they already using social media sites (and which ones)?
Build a genuine open relationship first, engagement follows
To participate, people will be reluctant to learn a 'new network AND a new topic'

We're here. We want to be there.
Developing the plan to get there.
Strategy - pick a plan with a path that fits
<Guide – Pages 8,9,10
- Steps 1 and 2>
Pick a goal or campaign to pursue
Decide who is going to be involved and
how much
Consider responsible use (Appendix 2)

How are you marketing what you do now?
Attracting people to your online space is an essential part of your communication
strategy. Visitors inspired → more likely to be followers.
Message is clear and unambiguous, your web site is your shop window, often it
will be the first public face supporters and donors see.
– Question - Can you set out your key message or news in 140 characters?
Tell stories as an authentic picture of what you are doing.
– Question - What good news stories or exciting project can you talk about?
Frequent updates & blogs to keep people informed & involved in what you do.
Conversations with supporters, build relationships and give them space to say
why they care … and Thank them.
Include website and social networks on all communications.
It's Social media, not Selling media!
Make the strategic Call To Action as plain to see and unambiguous on a
social network as you would in printed copy.

But new media doesn’t just replace old
media – its 'as-well-as'
Implement - match right social networking tool
<Guide – Pages 11, 12
– Steps 3, 4 and 5>
Research – see how others do it (See Appendix 3)
Decide on your approach and set targets
Jump in!

Social Media Landscape 1992

From Flickr – Claire Sutton and justinbaeder
Finding the right tool for the task
http://nptechuk.wordpress.com/sms-links/

Choose best tools to create a buzz
about your organisation
– 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
Can be a simple choice - Sharing a policy document between trustees
Can be a strategic choice - Moving all docs to cloud and eliminating file server
The best website for the job

(we)Blog -
Wordpress
/ Blogger
Great to learn from others
Not just a diary or rant
Multiple users & guest bloggers
Build to full website as confidence
& community develops
Don't worry it's not finished –
blogs build as conversations
Also - http://lincsheritageforum.wordpress.com/

Two flavours - .com & .org
Open platform for community led
content & story development
Contains text, pictures, video, audio and
commentary on a chosen topic
Start conversations, get feedback from
visitors, more informal than website
Multiple users can have permission to
access website and add content
Other spaces – Blogger & Tumblr
Commoncraft Video - explaining Blogs

Other Website Building Tools
Ning - from £60/year
Google Sites - http://googlesites.org.uk - Free
Jam - http://onesite.madewithjam.org/ - £48/year

Twitter
Think of it as being 'at a big party'
Events AS they happen not AFTER they have
happened
500 million accounts (140 million active)
approx 34 million registered in UK
Fastest way to communicate news and
create 'viral' campaigns
40% of tweets from a mobile
Hootsuite & Tweetdeck help you manage
Can you convey your mission in 140 chrs?
Follow Orgs @thornburymarket, @yatevolunteers,
@volunteeringeng & of course @thornburyvc

Great for sharing and learning from a network of Peers or to inform local news
See the Content of the Tweet not the Tweeter & follow Words not People
'Flagging not Bragging' -
use for research
Ask questions
Signpost to resources
Start conversations
# (Hashtag), RT (Retweet)
Dive in, follow & talk!
@thornburyvc

Important to make profile 'followable'
- DO add Pictures (logo, background, recent images), Place, Profile and Page
- DON'T leave these blank or over-sell and push advertising
Use Hoosuite or Tweetdeck to manage conversations, search and follow Twitter lists
A small network of quality followers often results in better conversations through shared
links than a large network of followers who never share ideas and knowledge.

Events often expensive & time consuming to attend, but great for
learning & sharing. Participate online or catch-up on tweets, speaker
talks, video interviews and event pictures.
Following online chat or an topic #hashtag
#chat2lrn
4pm Thur
#nptalk
8pm Wed
#wenurses
8pm Thur
#ttvolmgrs
#nfptweetup etc.
Conversations
in :
Twitterfall
Tweetchat

Facebook
64% of active UK internet users visit Facebook
80% of UK users access via a mobile device
33.2 million active accounts in UK
25.8 million views in March 2012
Profiles, Pages and Groups, its where many
people search first – so be there
Over 1 billion accounts worldwide, half of the
active internet population
30% check status as soon as they wake up

Meeting place for people interested in your organisation
See statistics and visitors profile
First point of call for info and content (links)
Open, public place to communicate with your supporters
Use as a way to draw people to main website
NOT same as a Facebook personal profile
What’s a Facebook page?

It’s the place where many,
many people already
network and share
Create a Group for invited
network of Supporters,
include docs & pictures
Set up an open Page for
people to Like & see
updates
Check Privacy settings and
frequent changes
Link to Twitter & Blog
Just Have a page -
- Use it share pictures
- Use it to direct back to
main website
What you have done
What you are doing

Anyone can be a content creator
Upload and edit videos in your
own channel
Show Organisation is Genuine &
has Personality
Increases Reach. If campaigning
can be a bold call to action
Keep content Fresh
25% of audience 15 – 24 yrs
3.7 billion videos viewed in
January 2012
Social Media = Finding
content uploaded by
others .. keep looking.
Individual clips …
… or a gallery.
http://www.youtube.com/user/VolunteerCentre1

Image Sharing – Flickr
A event for all the group
Commoncraft Video
Visual record of events
Access to reusable
images
Easy to put on website
Hosting 5 Billion images
(Sept 2010 – royalpingdom.com)
Pinterest website
Visual record of work done
or projects supported

Professional social networking
Join sector specific discussion Groups with
others doing similar tasks and roles
Section to record volunteer experience
Also see Google+ Circles & Communities

New way to interact – a Quick
Response from visitors – QR Codes
Letting people know how to get involved
Works well for ...
- Direct to difficult web address
- Print media & flyers
- FREE to create and use
- Current 'buzz'
Create with - http://qrcode.kaywa.com/ : Read with - http://redlaser.com/ (app)
Bear in mind …
- No major benefit on a web page
- Check location has connection
- Needs smart phone
- Check link hasn't changed
http://www.nottinghamcvs.co.uk/files/Get%20involved%20-%20volunteer.doc
14.5% of Smartphone users have scanned one.
What for? Magazine/Paper (51%), Product
(38%), Poster/Flyer (28%), Business Card (12%)
(Comscore - EU5 Jan-Mar 2012)

Growing - Location based Marketing & Communications
Incentive to visit location
Uses Smartphone
A way to meet up and be
competitive with others
Share tips, comments, to-
do lists and pictures
Become a 'mayor' and
unlock extra rewards
Claim venue & set up
page with visitor 'specials'
Over 10 million users
(June 2011 - worldwide)
In use by
Shelter Scotland
Was used by
M&S in
Breast Cancer Care
week

• What supporters, peers & others saying about your organisation
• See policy updates, reports & funding news as they published
• How?
Subscribe to RSS websites and read at leisure in feed reader
Google Alert or Twilert e-mails for important keywords
Set-up searches in Twitter for your organisation or ‘hashtags’
Follow lists of Twitter accounts talking about your interests
• Use Netvibes service to create a dashboard – www.netvibes.com
• 'Listen' to multiple channels with - http://addictomatic.com/
• Turnaround – Use these services to publish FOR your audience!
A Listening Dashboard
Commoncraft Video
explaining RSS

Pulling it all together
• Consistency across all websites & social networks
• Social media sites are only part of the picture
–Make sure your core website is current
–Don't forget the offline
• Add organisation to Google Places or Foursquare
• Share links ...
–With all your social networking sites
–With 'Like' buttons and 'Share This' links
–With everyone!

Consistency across all websites
& social networks

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

Also...
(Almost) whatever task you want to do there will be a website or service
to assist you ...
Eventbrite
Mailchimp
Doodle, Survey Monkey, Jing, Google+, Pinterest, Google Drive, ifttt,
Dropbox, Slideshare …
... maybe best left for another time!
Or for a Social Media Surgery

If you don’t do it,
someone else will
Sustain – engage, converse, measure, adjust
<Guide – Pages 13, 14
– Steps 6 and 7>
6, Measure your success
7, Develop

Immediacy and Response – a concern?
Print 7 days 2 weeks
Type News travels Reply within
Email 7 hours 2 days
Twitter 7 seconds 2 minutes
Facebook / Blogs 7 minutes 2 hours
Have to allocate staff time for maintaining a social media presence
and you will notice less time needed for other communication
Social Media websites are increasingly becoming an organisations
main 'shop window' – the place visitors check first.

Time Planning
Frequency
and time
needed
Every Day
(30 mins)
Once a Week
(45 mins)
About Monthly
(60 mins)
Tweet, re-tweet, check Google Alerts,
check RSS reader & reply to comments
Write blog post, check analytics, monitor
groups & find new people to follow
Add video to YouTube, share a resource
on-line, create podcast & build profile

Measuring Marketing 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 visits
- Measure Tweetreach, SocialBro, Twentyfeet, Sparkwi.se
- Visualize Infographics on Visual.y, Infogr.am, 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!

• Don’t worry it’s not finished
– A half formed blog post can be more inspiring and
create a bigger conversation
• Don’t pretend to be someone you aren’t
– About individuals not corporate views. Your voice may
be weakened if you ‘spin’... and others see through it!
• Don't be concerned about 'losing control' of message.
– if it is respected, social media networks will support it,
always aim to counter negatives views with positives
• Don’t worry you are in a vacuum.
– link & connect, soon people will do the same back
– Ratio 90 : 9 : 1 (Read, Reply, wRite)
• Don’t measure success by numbers
– if you’re reaching the right people it’s quality not
quantity that counts
• Don’t ignore people – they invest time reading what you say
so do the same for them
(http://podnosh.com/social-media-
help/what-makes-the-web-social/)
Some concerns?
Don't Give Up!

Step 2 – Pick one goal to pursue
1 Social network use similar to use of telephone or newsletters
2 Digital space is now the place where people communicate, seek, read,
share, purchase & network. Can't ignore any more
3 Know your Message (WHAT), An Audience (WHO), Your Aims (WHERE)
4 Have Champion/s who can steer, update & reply, allocate time
5 Get full organisation buy-in to social media usage guidelines
6 Be clear, honest and credible. Build Trust. What you say is traceable &
on internet for ever, so if you'd not want it in the local paper (or your
mother to hear!) don't put it on the web
7 Select best social media tools as part of your overall resources with
added dimension they enable of social actions & conversations
8 Your posters, your email signature and your website is the hub with
many linked social media spokes leading from it
9 Your social media presence is active the moment it goes live.
Be prepared!
Summary - Your social networking strategy

• How could your organisation use or
make more of social media to
achieve your goals?
• Have a plan thinking short, medium
and long term and have an internal
policy and guidelines for using it
• Think of how it applies to Marketing,
Fundraising, Productivity Tools,
Communications .... and everything
else you do
• Keep it relevant and human – listen
first, don’t promote your own work
• Implement, monitor and adjust – and
remember it takes time - maybe a
couple of hours per week
Social Media – What are your Next Steps
Be Helpful – Be Generous - Say
Thank You - Share, be amazed
what you get back!
Start small … what one
thing could you try out
today?

navcaboodle
For Local
Support
Organisations
ivo - For
Volunteering
Organisations
Social Media Surgeries (17th
October)
To share and learn about social media for communities
Useful links and websites

Unanswered Questions
Things you'd like
to be able to do?
Anything else ….
(Technology related!)
Any Questions?
My Guides and Links - http://nptechuk.wordpress.com/sms-links/
Media Trust All Our Stories - http://resources.mediatrust.org/microsite/allourstories

• Social Media Guides http://nptechuk.wordpress.com
• Video Tutorials http://www.grovo.com
• Community How To http://www.communityhowto.org.uk
• Social Media Surgeries http://www.socialmediasurgeries.com
• Charity Comms http://www.charitycomms.org.uk
• KnowHow Non-Profit http://www.knowhownonprofit.org.uk
• Jargonbuster http://www.socialbysocial.com/book/a-to-z
• ICT Knowledgebase http://www.ictknowledgebase.org.uk
• The Very Tiger Blog http://www.theverytiger.com
• Watfordgap Services http://www.watforgapdervices.org.uk
• Workshop Resources http://www.scribd.com/watfordgap/shelf
• Charity Technology Trust www.ctxchange.org
• Media Trust http://resources.mediatrust.org/microsite/allourstories
Useful links and websites

Thank You – My Email & Twitter contacts
Paul Webster
paul @ watfordgapservices.org.uk @watfordgap