110219 introduction to social media for oxford voluntary action

Introduction to social media

Mark Walker, SCIP

Regional ICT Champion for the South East

Regional ICT Champions

Listening

Understanding your audience

Strategic planning

Managing campaigns

Collaboration and teamwork

Growing your voice

Measurement

Regional ICT Champions

Three strands for 2010/11

• Signposting to information about third sector use of ICT

– Top websites

– Databases, websites, funding, fundraising

• Support services for the third sector

– Suppliers, volunteers, social enterprises, CVS

• Social Media

– Benefits, techniques

About this session

• A changing world

• TLC: Think Like your Customers

• Tuning In

• Integrated Campaigns

• Next steps

A changing world

A new fundraising challenge

What we’re used to

One application @ £1,000s

What we need to learn

100s of donations @ £10

What is social media?

• Podcasting

• Blogs

• Video-sharing

• Microblogging

• Delicious

• Social Bookmarking

• Document-sharing

• Video Conferencing

• Doodle

• Wordpress

• Wordle

• Joomla

• LinkedIn

• Google Docs

• Twitter

• Ning

• Yammer

• Slideshare

• SurveyMonkey

• Wikis

• Email forums

• Bulletin boards

• Foursquare

• Groupon

Who uses social media?

There are 28.5 Million people on Facebook in UK in Jan 2011From www.checkfacebook.com

Who is using social media?

• Young People

• Older People

• Wealthy People

• Poor People

• People With Disabilities

• Geographic Communities

• Communities of Interest

• Government

• Business

• Individuals

• Your Colleagues

• Your Volunteers

• Your Friends

• Your Family

• Your Funders

• Your Partners

• Your Customers

• Your Competitors

• Your Suppliers

Third Sector use of the internet

• 66% - fundraising and other research

• 61% - purchasing goods and services

• 51% - online membership or subscriptions

• 45% - remote access

• 40% - e-learning

• 37% - social networking

• 21% - blogging

• 20% - VoIP / Skype – internet telephone calls

• nfpSynergy, Virtual Promise 2008

• groups with <£1m turnover

Who doesn’t use the internet?

• 10 million adults have never used the internet of which

4 million are also socially excluded [PWC 2009]

• Of the 4 million, 39% are over 65, 38% are unemployed

and 19% are families with children.

• 70% of people living in social housing aren’t online –

which is 28% of everyone not online

[Oxford Internet Survey 2007]

• 70% of people over 65 have never used the internet

[ONS 08]

TLC: Think Like Your Customer

What can the social media do?

• Fundraising

• Communications

• Information

• Listening

• Collaboration

• Productivity

• Interaction

• Branding

• Development

• Trust

Generating

Income

Better

Services

Who Can we Hear?

The Sellers?

Or the Buyers?

Marmarati.org

Getting a Grip

• Too Many Choices

• Too Little Time

• Too Little Direction

• Evidence

• Patience

• Focus

• Routine

• Measurement

The Problem The Solution

Grow bigger ears

http://www.flickr.com/photos/richevenhouse/2012636456

Tuning in

http://www.flickr.com/photos/richevenhouse/2012636456

Tweetdeck

Listen • Research

• Learn

• Follow

• Networking

• 20-30 mins/day

• YouTube

• Tweetdeck

• Slideshare

Share • Retweet

• Connect

• Comment

• Debate

• 20-30 mins/day

• Bit.ly

Publish • Blogging

• Presentations

• Video

• Podcasts

• 2-3 hours/week

• Wordpress

• Slideshare

• YouTube

How long does it take?

http://www.flickr.com/photos/richevenhouse/2012636456

Be useful

http://www.flickr.com/photos/stevenraymondparker/127399509

Measure and improve

• Use a spreadsheet

• Measure what you can

• Do it often

• Look for patterns

• Share and learn together

Integrate your campaigns

Plan your campaigns

• Identify events in next few months

• Focus on your audience’s needs

• Use social media as part of a mix

• Link your overall goals to short term targets

• Agree a social media policy

Think internet first

• Low cost, high impact

• Share your stories

• Hear other voices

• Always on

• Flexible, dynamic

How to use social media

• Twitter: announce what you’re doing/ask questions

• Blog: engage the audience, explain yourself

• Facebook: invite friends, build community

• Youtube: show who you are, explain yourself

• LinkedIn: ask questions, share knowledge

• Surveymonkey: ask what they want

What you need for telling stories?

• Computer/internet

• Storytelling skills

• Technical help

• Video camera + mic

• A website or blog

• Facebook Fan Page

• YouTube account

• Twitter account

• JustGiving account

• Time + help

• An audience

• Luck + perseverance…

Exercise 1: Planning your campaigns

• What role can social

media play?

• Who will you target

using social media?

• Which social media

will you use?

• Why is social media

relevant?

• How will you measure

what works?

Exercise 2: Plan your own campaign

Objectives

Audience

Research

Messages

Budget

Schedule

Delivery

Measurement

Where next?

• Think internet first

• Start planning mini-campaigns

• Use it to Think Like your Customers

• Work together on a social media policy

• Download the Social Media Guide:

– www.ictchampions.org.uk/downloads

Regional ICT Champions

Listening

Understanding your audience

Strategic planning

Managing campaigns

Collaboration and teamwork

Growing your voice

Measurement

Good luck!

This workshop is based on the work of:

• Mark Walker

• @scipmark 01273 234049

• www.seictchampion.org.uk

• Regional ICT Champions: www.ictchampions.org.uk

• www.slideshare.net/scipmark