general introduction to social media
DESCRIPTION
I am working with two people from the NHS to help them integrate social media into their work. This is the presentation from the first of a three stage process. Although they have lots of skills and knowledge this first step is a general introduction, to make sure they have chance to ask questions and share their knowledge with each other. We used it to agree some broad learning goals and specific actions they can take.Next step is to begin planning specific campaigns as part of their work.The third step will be to reflect what they've learned and identify new learning goals.These sessions will be a month or so apart to give them chance to try things out.TRANSCRIPT
An introduction to social media
Mark Walker, SCIP
Listening Building Relationships
Service Delivery and DevelopmentPR and Reputation ManagementGenerating Contacts and LeadsConsultation and Engagement
Loyalty and RetentionWeb Traffic and SEO
Human ResourcesRecommendationsBrand Awareness
Communications
Income Generation
Services
Outcomes of this session
• Familiar with key social media platforms• Familiar with role of social media in communications• Recognise common barriers and how to address them• More confident about use of social media in your work• Identified next steps for you
What you want to learn
Exercise
Post-it notes each
Confidence in using social media– Score yourself 0 – 5– At work– At home
What on earth is happening?
Why use social media?
• Est. 200 million Twitter users March 2011
• 500,000 new Twitters registering users every day
• More than 500 million Facebook accounts
• Est 17 million Britons logged into Facebook in January
• Est. 90 million LinkedIn users in 200 countries
• Average UK visitor spends 10.8 hours per month on social media
• 80% of those that read reviews are directly influenced by them i.e. reviews either confirmed initial choice or changed their mind
• 78% of web users trust recommendations from other consumers more than adverts
Sources: New York Times Jan 2011, Econsultancy Internet Statistics Compendium 2010 BBC Jan 2011, Hitwise blog, Richard Sedley Cscape Slideshare.net
There are 30 Million people on Facebook in UK in Sept 2011From www.checkfacebook.com
Who is using the internet?
• 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
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]
What is social media?
Grow bigger ears
Who Can we Hear?
The Sellers?
Or the Buyers?
Listen and learn
– Image from www.flickr.com by
– Melvin Gaal (Mindsharing.eu)
Be useful
http://www.flickr.com/photos/richevenhouse/2012636456
Measure and improve
Photo by Darren Hester via Flickr
http://www.flickr.com/photos/richevenhouse/2012636456
Tuning In
Tuning In: Facebook
Use it for•Interaction/Sharing•Promotion•Campaigns/Influence•Service Delivery•Fundraising•News•Events•Consultation
Questions to ask•Groups vs Fan Pages•Frequency/Workload•Privacy•Personal profiles
– Staff, volunteers, service users
•Measurement– Quantity vs quality
Tuning In: Facebook
Tuning In: Tweetdeck
Tuning In: YouTube
Use it for•Explaining•Telling stories•Fundraising•Learning
Questions to ask•Which audience is it relevant to?•How will you produce content?•How frequently?•Who and when?•Measurement
Tuning In: YouTube
Tuning In: LinkedIn
Use it for•Learning•Building relationships•Peer networks
Questions to ask•Who else is on it?•What are they using it for?•Where can I ask questions?
Tuning In: LinkedIn
Getting the right mix
Possible Benefits of Social Media
The Halo Effect•Awareness•Reputation•Transparency•Word of mouth•Empowering
Advantage•Intelligence•Timely•Collaborative•Cost-effective•Sustainable
The communications mix
Offline
• Newsletter• Leaflets• Annual Report• Postcards• Events • Exhibitions• Face-to-face• DVD/CD
Online
• Website• Email newsletter• Facebook Fan Page• YouTube Channel• Twitter• Podcast
Your Website
Use it for•Explaining•Telling stories•Fundraising•News•Events•Opinion•Campaigning/Influence
Questions to ask•Who uses our site?•What do they use it for?•Up to date + accurate?•Can we easily update it ourselves?•Who can update it/when?•Calls to action?•Feedback mechanisms?
Think internet first
• Low cost• High impact• Built for sharing• Diverse• Engaging• Always on• Flexible, dynamic• Empowering
Getting to grips with social media
Possible Barriers
Time•Instead of? •Or as well as?
Skills•Planning and delivery
Culture•Your own preferences•Your organisation
• 20 minute steps– Check out who’s doing what– TweetDeck– Tidy up your LinkedIn profile– Research– Keywords – Read a book– Talk to colleagues
Image from Flickr.com by Leo Reynolds
Find the time!
Useful Guides
• www.icrossing.co.uk/what-we-think– Twitter 101– What is Social Media?
• www.nixonmcinnes.co.uk– Download Marketing Guides
• Me and My Web Shadow– Buy it online at
amzn.to/mayfieldwebshadow
Who can help?
• www.slideshare.net/scipmark• Hashtag #nhssm• www.scip.org.uk• www.bethkanter.org• http://nonprofitorgs.wordpress.com/
• Social media planning guide– www.ictchampions.org.uk/downloads
Communications
Income Generation
Services