Introduction to Social Media

Mark Walker, SCIP

Regional ICT Champion for the South East

Regional ICT Champions

• A champion for ICT in your region• To help local infrastructure organisations

– Operate more efficiently in its day to day work– Be more effective in its reach and influence– Meet the needs of front line organisations

• Voice, representation, advocacy• Signposting sources of help• Strategic support

About This Session

• What is Social Media• What is it for?• How does it work?• Suggested next steps• Your questions

Context

Who uses the internet?

• Staff• Volunteers• Trustees• Funders• Partners• Peer Group• Suppliers• Beneficiaries/service users• Community

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]

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

What is social media?

Social Media and Web 2.0

Web 1.0

• 1990s• Websites• One-way• Online reflecting offline• Advertising• Shopping

Web 2.0

• 2000s• Networks + community• Interactive• New ways of doing things• Conversation• PR• Transparency

What is Social Media?

• Interactive• Multi-functional• Fashionable• Dynamic

• People• Voice• Media

• Social spaces• Online community• Networks

• Video• Audio• Pictures• Words

Jargon

• Podcasting• Blogs• Video-sharing• Microblogging • Social Networking• Social Bookmarking• Document-sharing• Video Conferencing

• Facebook• LinkedIn• Twitter• Ning• Youtube• Yammer• Slideshare• SurveyMonkey• Wikis• Email forums• Bulletin boards

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

Why use social media?

• Intelligence• Awareness• Reputation• Advantage• Word of Mouth• The Halo Effect

What is social media for?

• Fundraising• Communications• Information• Collaboration• Productivity• Interaction• Branding• Development• Trust

Generating Income

Delivering Better Services

What shall I do?

The Problem

• Too Many Choices• Too Many Voices• Too Little Time• Too Little Direction

The Solution

• Patience• Focus and Purpose• Routine Activity• Measure and Review

So What Should I Do?

Step 1: Start Listening

• Join In– Twitter– Facebook

• Ask around– Colleagues– Friends

• New tools– Tweetdeck

Step 2: Look and Learn

• Explore• Ask peer group• Research

• Twitter• Youtube• Facebook• Wordpress

Step 2: Look and Learn

• Read About It– Guides– Blogs– Podcasts– News– Books

• Small Steps• 30 Minutes a Day• Adjust Your Routine• Build a Network• Be Patient• Be Selective• Be Focused• Measure what you can

www.flickr.com/photos/balakov/

Step 3: Review and Improve

How long does it take?

Build a schedule

• Daily: – listen and respond

• Weekly: – tidy your website and measure activity

• Monthly: – publish content, review and improve

• Quarterly: – planning

Next Steps: Be useful

• Start with where you are now– Fundraising/Marketing goals– Current communications and audiences

• List keywords and research what is going on already• Listen to your networks and share what you know

– Eg search Facebook and Google to see who’s doing what, who follows who, etc

• Look at your organisation’s calendar and identify opportunities for activity eg events, milestones

• Include questions about how the internet could help in your planning meetings

Useful Guides

• Guide to Social Media Planning– www.ictchampions.org.uk/downloads

• Beth Kanter– www.bethkanter.org

• Me and My Web Shadow– http://amzn.to/9paTvZ

Thank you

This workshop is based on the work of:

Visit the Regional ICT Champions website atwww.ictchampions.org.uk