Slides from Social Media workshop as delivered at CVS South Gloucestershire annual conference in Cadbury Heath on December 11th 2015

1. 11th December 2015
CVS South Gloucestershire
Paul Webster – Digital Skills Advisor & Community Builder
Twitter : @watfordgap
Social Media for Community Change

2. Good afternoon ...
Too often you see this ...
... instead, please turn on
your phones, tablets and
other devices if you want
to try out any of the
social media websites.

3. Setting the Scene
Making a plan
Telling a good story
Social Media websites
Answering your Questions
Benefits of social media to promote your organisation, attract
volunteers and fundraise too
Session Topics

4. Social media is online media that starts
conversations, encourages people to pass it on
to others, and finds ways to travel on its own.
Idealware - http://www.idealware.com

5. How to benefit from social media
Charities are inherently social networkers

6. http://wearesocial.net/

7. Of 64.1million UK population, there's 57.3million Internet users (76% access daily)
96% of internet users aged 18-34 are on one or more social networks
Adults using the internet have an average 5.54 accounts and are active on 2.82
Use of social networks is 64% of all the time spent on the internet in UK
Average time spent online per person everyday is 3hr 59mins (1 hr 52m from mobile)
The main networks - showing active users as % of connected population
Facebook – 27.5 million active users, 26% are Aged 25-34 (Comscore – Dec 2013)
Twitter – 12.1 million users, 40% just read & don't post (Twitter – Sept 2013)
Linkedin – 15 million (Linkedin – Mar 2014) (374k Engineers, also 5 mermaids!)
YouTube – is the second most popular search engine
Which is right for you?
Now is always the right time …
... tomorrow isn't.
Can't be ignored by charitiesRose McGory & 'We Are Social' Report Jan 2015

8. Social Media
Stats
http://www.globalwebindex.net/blog/pinterest-and-tumblr-are-the-fastest-growing-social-networks?
Not just the well known
platforms ...
Trend towards Multi-
Networking with typical
Facebooker now active on
4+ other networks & activity
migrated away from
Facebook.
- Photos shifting to
Instagram
- Blogs moving to Tumblr
- Messaging apps used
more as conversations that
used to take place on
Facebook now hosted
elsewhere. For messaging move is to Snapchat and What's App.

9. Is your social media living in the 90s?

10. "We've got a 'problem' with
social media in our organisation"
Where to start
Knowledge
Confidence / Fear
Capacity / Resources
Access
Time
Cost
Scepticism
Any more?

11. The most
important reasons
people have for
using social
platforms
(April 2015)
https://app.globalwebindex.net/products/report/social-media-motivations-q1-2015
Note : The top 4 reasons are
passive uses of social media
“In today’s digital world a charity
chief executive, a leader who
represents an important cause,
should be accessible and
accountable to their charity’s
supporters." (Guardian Voluntary
Sector Network - April 2015)
Unfortunately many aren't.

12. Increases speed of communication – fastest way to
spread messages to get action through social networking.
Less of financial cost, but the ‘expense’ may be time
Widens awareness of organisation's message to people/groups
that may be missed using traditional methods – ‘viral’
marketing campaigns hugely powerful creating awareness
extremely efficiently. Friends tell their friends.
Deepens relationships to build new and different networks and
communities of interest to bounce ideas off and
share experiences, increase commitment, connections and
belonging for campaigning activity. Show
understanding and start some conversations!
Think of an activity you are doing ...
How could social media be of benefit to it?

13. Generate Change by on-line conversations, promotion and
awareness about the work or latest campaign by the
organisation. Use RSS and Google Alerts to stay ahead of
developments in your area of interest
Joins together communities for Action who are interested in
similar things, have the same likes or are striving for the same
objectives. Tell your visitors and supporters about your work in
a new way
Consider all Five of these together and you have tools that are
very powerful – Social Media For Social Good
Commoncraft Video explaining Social Media
Think of an activity you are doing ...
How could social media be of benefit to it?

14. Your organisation
is Famous
Free publicity!

15. Is your organisation on Social Media?
No? Probably – Yes!
Who is using Social Media?
Does your organisation have a website … that is interactive?
Have you got a blog?
Do you use YouTube or Flickr?
Are you on Facebook?
Do you Tweet?
Have you checked?!
How are you being represented?
How are others marketing what you do?
Even if you've not started any social media activity,
there may be others talking about you.

16. There are many
social media
websites to try out
You could dive in, but..
For maximum benefit
first
Think as a
Social Organisation,
Plan,
then select the
suitable websites &
tools.
Have a plan

17. Have a plan
Know your objectives and goals, have a clear message
Provide advice or support for local communities in Leicester
Research where your audience are – do you ask them?
Listen to find out, work in spaces where your target audience are
Tie together a strategy for the story – who / how
Which voice is best to use – What style of conversation works the best?
Choose tool to match audience and implement it
Look what other organisations do & what works well
Don't neglect your 'offline' spaces, use 'hooks' to this content
Sustain the conversation and say thank you
Encourage people to return, keep it new, links from websites
Engage with people on line, be receptive, respond, react
http://www.idealware.org/reports/nonprofit-social-media-decision-guide

18. Website Hub with Social Spokes
Have a website – even a FREE
Wordpress or Weebly site to Tell your Story
Bur social media is more Personable - your
'shop window'
Use Mixed Media and combinations
suited to your audience
– Audio - Audioboo
– Photos - Instagram
– Video - Youtube

19. Can you tell a good story?

20. Telling your story - Never Seconds Blog
Started by Scottish 9 year old Martha Payne in April 2012 as a school writing
project about her lunchtime meals.
Seen by social media users … but as not all reviews
of the food were good the local council tried to
close it down… which generated MORE interest!
Martha appeared on TV & Newspapers and always
replied to many comments on blog and featured
worldwide meal pictures
Chef Jamie Oliver supported campaign to get better school meals and link to the
“Mary's Meals” JustGiving campaign raising funds for school food in Africa.
A school kitchen costs £7,000 to build in Africa.
A small target was set to support this campaign
But...

21. Build your Narrative and Build Success
Initial target of £7,000 now £144,448 (August 2015)
A book of the story has been published to raise more funds
A local council changed
it's social media policy
The blog has over
10,000,000 hits
But the important
part...
Children who would
have been hungry in
African schools are
now being fed by
'Mary's Meals'!

22. Everything in this 1991
advert (and more) exists in
a single smartphone.
And for much less money.
Affordable Tablet PCs now
less than £80
Use tools in your mobile or tablet
Calls. Only 5th most used feature!
Think Mobile

23. Audience for Mobile
http://www.textsprout.com (2013)
In 2013 :
900 million Android Devices
600 million iOS Devices
Mobile use :
82% of all UK mobile phone
sales are smart phones
21% of US web users use ONLY
a mobile device to go on-line &
is 17% of Global Web Traffic
81% never turn their phone off,
30% check web & social media
when they wake up, make sure
it's yours they see.
98% of users are never more than 3
metres from their phone

24. Stop! What about Mobile Websites?
In 2015 mobile will has overtaken desktop for web access (1hr 52m / day)
Make website responsive (test across platforms) & avoid excessive text,
images & tiny buttons, Flash / Animations. Test here...
https://www.google.com/webmasters/tools/mobile-friendly/
Make donor sign up very easy
with clear call to action
Make it 'Socially Sharable'
Minimise data entry – no long
forms
Remember visitors may be on
slow connection
Check … have you viewed your website on a phone/tablet?
-----

25. Choose the right time
http://flickr.com/photos/61718807@N07/7676798058

26. Immediacy and Response? - It's a 24/7 world
Print 7 days 2 weeks
Type News travels Reply within
Email 7 hours 2 days
Twitter 7 seconds 2 minutes
Facebook / Blogs 7 minutes 2 hours
Include time in staff work plans to build
your social media presence and even
reduce time needed for other
communication channels.
Average 'life' of a
tweet is 18 minutes.
Don't 'walk away'
from being social.
Respond to
immediate alerts
and replies to
scheduled content
or if your
organisation is
mentioned

27. Time Planning - A Posting Schedule
Every Day
(30 mins)
Once a Week
(45 mins)
Tweet, re-tweet, check Google Alerts,
check RSS reader & reply to comments
Write blog post, check analytics, monitor
groups & find new people to follow
About Monthly (60 mins)
Add video to YouTube, share
a resource on-line, create
podcast & build profile
Buffer & Hootsuite will help
with post scheduling (but be
alert to responses too!)

28. From Flickr – Claire Sutton and justinbaeder
http://nptechuk.wordpress.com/sms-links/
Find the right tool for the task

29. Audio – project awareness raising
Visithttps://soundcloud.com/northamptoncab/
Less intrusive way to let people know about your
work & campaigns
Embed in website
Comments are conversations
https://audioboom.com/CitizensAdvice

30. Use the camera - Photos
Posts on Facebook with an image get 53% more Likes
than without. (Social Media Examiner)
Be visual in blogs, tweets & posts. Share pictures on Instagram, Flickr &
Pinterest
Message to donate,
announce hashtag
and to say Thanks
Also see. https://uk.pinterest.com/telfordvc/because-of-me/

31. Use the camera - Video
66% of world's web traffic will be video by 2017
25% of videos on Youtube are watched on mobile
Instagram videos - twice the engagement as pics
https://vine.co/v/b5tnVIVjt2MGoogle for NonProfits
enables charities to add a
'Donate' button to video
Embed on website
Generate conversations

32. What is Twitter?
Think of it as being 'at a big party' where people not
organisations tweet.
Build relationships with a worldwide community of
'people you didn't know you didn't know' who will
have knowledge and experience to share
Events AS they happen not AFTER they have happened
Join in on Hashtags e.g. #charityhour, #volunteering etc.
Used well in can be ...
• For Listening to your audience ... and being responsive
• To Share good news stories and signpost links to other on-line media
• Help in learning & Research of background information on policy or news
• Support to your on-line community with answers to their questions

33. Social Media – Shortens cycle
Meet people where they are
and on the platforms they are already on
A generation like(d) mailed / e-mail
campaigns
Write or call …
Get donation pack …
Complete forms …
Post to Charity …
Cash Cheque …
Wait for Clearance ...
(From www.pinterest.com/markphillips/old-charity-ads)

34. Social Media – Shortens cycle
Current 'Baby Boomers' use social media
'Millennials' have only known SMS and mobile as a way
to communicate and engage!
If your online presence doesn't allow
'share & connect' then it's invisible to
many
Thanks - @jon_bedford & JustGiving

35. Make profile 'followable'
- Add current Pictures
(avatar & header), Place
to find you, descriptive
Profile and web Page
- DON'T leave blank, over-
sell or push advertising
See content of tweet, not tweeter, e.g. @navca, @CVSSouthGlos, etc
A small network of quality followers results in better conversations through shared
links/knowledge than a large network of followers who rarely share content

36. Facebook Awareness & Promotion
54% of users logon every day
Use Header to promote your cause
Embed Apps to external fundraising
donation sites
A Group for an invited network of supporters (can be secret)
A Page for people to Like & follow updates

37. Facebook Actions - Donate & Engage
Add a 'Donate' button - it's FREE
for charities
Use 'About Us' to link back to
main website
Have conversations with supporters
Share pictures & videos of your story

38. Get Noticed

39. Consistency across all websites &
social networks
Link closely with offline promotion

40. Monitor & Measure Social Media Success
- It may happen around you, be 'a part' even if you didn't initiate it
- Monitor Google Analytics, Facebook Insights, Wordpress visits
- Measure Tweetreach, SocialBro, Social Mention, Topsy
https://analytics.twitter.com/user/watfordgap/tweets
- Visualize Infographics on Visual.y, Infogr.am, My Social Strand
BUT …. real success is not just about the numbers
- Tell stories of real people and real changes
- Build relationships by joining in conversations
- Social media presence, a reflection of your charity
- Levels the conversation ... link with people before you meet
- Engage press, funders, supporters with your story, pictures and video
Say Thank You!

41. Step 2 – Pick one goal to pursue
1, Free publicity for your organisation as people may already be saying good
things about your activities. Set-up searches on your organisations name.
2, Majority of social media websites are free (only cost is your time).
3, Everyone HAS a story ... Every Organisation IS a story. Tell it with a blog.
4, It is like having an extra 'member of staff' - use all the social media sites to
signpost on to pages about your campaigns & information about your work.
5, Your news is instantly on the smartphones and tablets that many of us (and
our audience) already own. Be prepared for mobile.
6, Instant response through Twitter & Facebook to questions from supporters,
assuring them they are more involved.
7, Drastic reduction in the 'call to action cycle' - saves time and money.
8, Facebook (and Youtube) Donation buttons are free.
9, Get noticed through matching your web page and social network page styles.
10, Your website at the centre with buttons to social media sites and links back to
the hub. An integrated organisation using social media for social good.
Summary - Benefits of Social Media (Paul Webster)

42. Connecting Care
http://www.connectingcare.org/uk
WeNurses
http://wecommunities.org/resources/twitterversity
Foundation for People with Learning Disabilities
http://www.learningdisabilities.org.uk/
Idealware - Social Media Decision Guide
http://www.idealware.org/reports/nonprofit-social-media-decision-guide
Resources

43. ICT Knowledgebase
http://www.ictknowledgebase.org.uk
Community How To
http://www.communityhowto.com/#
KnowHow NonProfit
http://knowhownonprofit.org/
Social Media Surgeries
http://www.socialmediasurgery.com
Media Trust - All Our Stories
http://resources.mediatrust.org/allourstories/
Resources

44. Paul Webster
Digital Skills Advisor & Community Builder
Email : paulwebster43@gmail.com
Twitter : @watfordgap Tel : 07876743096
Any Questions?