cambridge arts network 30 july 2014

Cambridge Arts NetworkSocial Media Workshop The GuildhallCambridge30 July 2014

Tel: 07779 205270 Email: [email protected] Web http://bethechangecambridge.org.uk

mailto:[email protected]

http://bethechangecambridge.org.uk/

Getting to know each other - exercise

• The most important word in the phrase ‘social media’ is the word ‘social’ – it implies a conversation

• In pairs, talk to each other for five minutes and find out• who you are paired with• what keeps them busy during the day• what social media tool they are most familiar with• what they want to get out of this workshop

Introductions

• Understand the underlying principles of social media to engage with potential clients

• Start thinking on how to create compelling content to increase your online presence

• Get people sharing• Learn how to get targeted social media traffic• Be able to monitor the success of social media

campaigns• Formulate an action plan that combines the key social

media networks and tools

Learning outcomes






The basics






The next steps?

The big picture – trends over recent years




The age of influence

Big organisations and companies had a monopoly on mass communication and got used to controlling the message

Anyone literate with an internet connection can self-publish for free

Hard to control, can only influence

The age of control

The old era The new reality

Megatrends 1/5The death of ‘control’

Many to many

Manage the gatekeepers One-way, broadcast model. Managing reputation =

managing the media.

Less reliance on media: people get information direct from the source, and from each other.

New-style comms must reach beyond media to a complex interactive model.

One to many


Megatrends 2/5‘Disintermediation’

A huge cloud of

interaction

People got most information from a handful of news media.

Organisations could efficiently manage (or at least monitor).

Conversations are distributed wherever people form opinions: blogs, social networks, YouTube

Separate provider for the content, and the platform for the content

A few centralised channels


Megatrends 3/5‘Fragmentation’

The Web was a channel for pushing out information.

Sites were static e-brochures. The Web was utilitarian. People

felt neutral about it.

Now, people spend most time on interactive social media.

The social web is informal, immersive and emotive.

Web as distribution channel Web as community

Old (web) era The new reality

Megatrends 4/5New social web landscape

Messy and opinionated

The world of press releases, news conferences and interviews was well ordered.

Journalists knew the rules of the game and were predictable.

Balance, professionalism, accountability

Huge and distributed. Everyone can report. Each sets his/her own rules. No obligation to be balanced. Complicated recourse for

inaccuracy. Opinion dominates content.

Ordered and

predictable


Megatrends 5/5New media

What does Cambridge look like in this new world?




Exercise: Part 1

How would you describe the diverse groups and communities that make up Cambridge? Can you list different communities by area, demographics and interest?

In the same pairs and using the post-it notes in front of you, write one group/community per post-it note. Eg.• “Further education students” on 1st post-it note• “Commuters into Cambridge” on 2nd post-it note etc…

Map the city 1/2

Exercise: Part 2

With your post-it notes, on the wall let’s distribute the post-it notes according to interest in Cambridge Art Network activities vs levels of online activity

Map the city 2/2

Onl

ine

Conn

ectiv

ity

Interest in CAN activities

Groups here will use the internet infrequently and are less interested in CAN activities

Groups here will be regular social media users and a high interest in CAN-activities

Discussion

What have we learnt from the mapping exercise?

• What are we now aware of that we were not aware of before?• What social media tools do you think different groups are using

To think about for later in the workshop:

• How can individuals within the Cambridge Art Network work together to engage with the different communities?

• What does this make you think about possible target audiences?

Social media tools




Social media videos

Back in 2012, I commissioned two groups of younger followers on social media to make some digital video guides introducing people to some of the basic social media tools:

They are all at http://antonycarpen.co.uk/resources/

They feature introductions to :• Facebook (5 mins)• Twitter (10 mins)• Blogging with Wordpress (5 mins)• Social media analytics (10-15 mins)

Would you like to watch one of these or move onto Pinterest and Instagram?

http://antonycarpen.co.uk/resources/

Pinterest and Instagram with Ceri Jones@CjonesDigital




Pinterest & Instagram

Ceri will cover for both Pinterest and Instagram:

1. The very basics of setting up an account and starting to use them2. Examples how she is using both social media tools3. Inviting those of you that use either of the tools regularly to show to the

group how you use them – and what advice you have for network members

Any Questions?

(In particular anything you would like us to cover before we go into action planning?)




Action Planning

Your choice of options

1. Work individually on your own social media action plans

2. Work in pairs (anyone you like – eg if you are working in the same field)

3. Work in groups or as a big group to formulate a wider action plan to help build a wider collective presence online (ie being greater than the sum of your parts)

Further advice?

Social media is so vast and is evolving at such a rate that no one can be an expert in everything about it

• The communities that are evolving around different social media tools and different specialist fields (eg public policy areas, academic subjects, hobbies) and even geographical areas are as diverse as they are numerous.

• I have a background in social media for local and national public policy. Ceri and I are working together on ‘Be The Change – Cambridge’ applying social media for social action in our city. We’ve got a series of weekly evening classes starting in late September 2014 lasting 10 weeks at Parkside.

• If you want to take marketing and sales further, there are two very good Cambridge-based social media agencies I recommend:• Social Media Frontiers at http://socialmediacambridge.co.uk/• Sookio at http://sookio.com/

http://socialmediacambridge.co.uk/

http://sookio.com/

cambridge arts network 30 july 2014

Government & Nonprofit