Social Enterprise + Social Media = Social GoodMarch 2011
Our conversation today
Social media in context Social media and social enterprises Case studies and takeaways
Daniel Tyte, Working [email protected]@workingword.co.uk
Social media is mainstream
CreatorsPublish web pages, write blogs, upload videos to sites like
YouTube
CriticsComment on blogs,
contribute to forums and post ratings and
reviews
CollectorsUse RSS and tag web
pages to gather information
JoinersHave profile on and
use social networking sites
SpectatorsRead blogs, forums and online reviews,
watch user-generated videos
InactivesAre online but don’t
yet participate in any form of social media
Forrester Research's European Technographics® Benchmark SurveyQ2 2009
UKsocial mediausage
British public are heavy users
People are ignoring advertising
Banner Blindness, Nielsen Norman GroupAugust 2007
And trusting each other
Nielsen Global Online Consumer SurveyJuly 2009
The Internet is changing…
• The traditional Internet = Web 1.0 – was built by brands and companies
• Social media is empowering individuals to build communities around themselves- just like social enterprises
• Watch Web 2.0
What is social media
What’s social media?
Ask Wikipedia!
Social media has a number of characteristics that make it fundamentally different from traditional media such as newspapers [&] television … social media depends on interactions between people as the discussion and
integration of words builds shared-meaning, using technology as a conduit.
“”
What this really means…
• Watching video clips online • Uploading & sharing video clips • Reading blogs & product reviews• Writing blogs & product reviews• Uploading & sharing photos • Downloading video & audio podcasts • Subscribing to RSS feeds• Commenting on blogs or review sites• Tweeting, Facebooking
What does this mean to social enterprises?
Is the Digital Divide narrowing?• Wales has the highest proportion of households using mobile
broadband in the UK. • In Wales, rural broadband take-up (69%) continues to be higher
than urban areas (62%) Ofcom, Aug2010• 18% of Facebook users have an annual income under £15k• Facebook users are 1.5x more likely than other internet users to
also visit jobseekers.direct.gov.uk and 1.6 x more likely to search the term ‘job centre’
www.google.com/adplanner, Feb 2011
A new type of social exclusion?
Community bid to tackle problems of broadbandFAMILIES and businesses across Carmarthenshire are being "socially excluded" by not having access to fast internet services.
Feb 2011
Find
• Use social media search tools and your sector knowledge to find key influencers or communities
e.g.• Guardian Social Enterprise
• Welsh Teachers Network
• Young in Swansea
Listen
Use free tools like
Google AlertsGoogle Blog SearchSocial Mention
to find out what people are saying about you/your space
Engagement strategy: 5 Tweet Tips
– Introduce yourself and what you do in bio– Your 1st tweet!- Comment on a matter in your world,
and ask for others opinions– Take your content and communications to existing
communities- use search box– Add yourself to wefollow– Watch and learn from other good tweeters- @WWF,
@mashable, @socialmedia2day
Engagement strategy: 5 Facebook Tips
– Create a fan page– Use the extras- plan events, upload video, hold
contests, poll your audience– Join groups that match your interests- pick up info
and network– Get answers- free market intelligence– Build a hub- link back to your website– e.g Fairtrade
Conversations not Campaigns
Fish where the fish are*.
* Fishermen (and bears) have known this for years
Engagement strategy
• Three key elements:– Take your content and communications to existing
communities– Traditional ‘broadcast’ communications don’t work.
You need to listen, talk and *earn* the right to tell your story
– Brands plan communications in 6 week campaign cycles. People don’t. You have to invest in building ongoing relationships through ongoing conversations
Case study: Fifteen
What is Fifteen?“Fifteen is a commercial business with a purpose – a global social enterprise with young people at its heart. Fifteen has three restaurants worldwide - Amsterdam, Cornwall and London – all of which operate a pioneering Apprentice Programme for young people, between the ages of 18 and 24, alongside the day-to-day running of the restaurants.”
Case study: Fifteen
– Created a hub- integrated social back on site– Engaging Facebook site- behind the scenes- can you
give a similar insight?– YouTube brings the people to life in a powerful way-
do you have people like this?– Use Twitter for fan feedback, competitions- can you?– Share intelligence and direction- people can buy into
their mission
Good Home Needed: Pembrokeshire Frame
– Good Home Needed: tell the story of the item- make it more than an old chair!
– Already have a Facebook page and an eBay shop- make them work together
– Set up a Twitter feed- follow the five tips- and link to items for sale
– Show items off in more detail on Flickr– Own the conversation on interiors/furniture and share
interesting articles with followers/friends
One Careful Owner: Pembrokeshire Frame
– Set up a YouTube channel and profile an employee of the month- show off your people
– Series of one minute makeover videos – Use Twitter to book collections/arrange deliveries– Use sites to share the journey of a refurbished item
and ask people to feedback on it e.g. What colour it could be painted etc
When you get back to the office…• Use Google Alerts, blog search,
Social Mention to listen
• Put the Twitter tips into action
• Put the Facebook tips into action
• Use Google Ad Planner for market insight
• Play!
Daniel Tyte, Working [email protected]@workingword.co.uk