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Workshop presentation by Jude Habib on Social Media at NAVCA Annual Conference
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How can the third sector adapt How can the third sector adapt to the changing media to the changing media
environmentenvironment
Jude Habib
Founder and Director
sounddelivery
Who am I ?Who am I ?
12 years at the BBC Working predominately on Social Campaigns Set up sounddelivery to work with third sector
organisations and their service users to get their messages heard in innovative ways
Specialise in social media including podcasting, audio, video and creative communications.
Masterclass OverviewMasterclass Overview
We will discuss the changing media landscapewith a focus on the rise of social media, explore thecreative uses of social media and how it can be used to getyour messages heard. Also looking at changing role of‘traditional’ media. From podcasting to audio on your websites, video and social networking we will explore thepotential for use in your organisations.
Immigrants vs. NativesImmigrants vs. Natives
Purposeful Search Manage Updates
Automatic (and will be mobile)
Networks The brand of me Media channel
is really just a label for the way the internet looks today is really just a label for the way the internet looks today
Web 2.0/Social MediaWeb 2.0/Social Media
Describes the online technologies and practices that people use to share opinions, insights,experiences, perspectives and media itself.
Takes many current forms including text,images, audio and video. These sites typically usetechnologies such as blogs, messageboards, podcasts,wikis and vodcasts to allow users to interact.
Examples: Wikipedia (reference) Facebook (social networking) You Tube (video sharing) Second Life (virtual reality) Digg (news sharing) Flickr (photosharing)
Blogs
Podcasts
YouTube
Social networks
Social MediaSocial Media106,000,00075,000 new blogs per day
22.5 Million iPods sold in the last year125,000p / 25,000+v
Est 12 million regular listeners by 2010
50% Larger than the next 64 sites combined
8th Largest site on the web – 55m users p/month
200 sites worldwide.
The biggest have more page views than Google.
What’s changed?What’s changed?
RSS-fed
You can now 'subscribe' to a feed, so content comes direct to you without you having to seek it out.
BloggingBlogging
What is a blog?What is a blog?
Chronological web publishing
Uses free / simple interface
Allows people to comment and to subscribe
Mainly text but can be photo / audio / video
Technorati tracking 106m
Who is blogging?Who is blogging?
Individuals Corporate businesses The Media Charities You!
Blogging: stories with wordsBlogging: stories with words
A conversation: a two way communication channel
Think of it as keeping in touch with friends Write like a real person, not a PR Write about real experiences, personal
views Use your blog to link to others, and key
points of information
Blogging toolsBlogging tools
Trend towards microbloggingTrend towards microblogging
Linked to growth in mobile and social networking
Status Irregular posts Photo sharing
& social bookmarking
Blogging: stories with PicturesBlogging: stories with Pictures
Group DiscussionGroup Discussion
Brainstorm different ways a blog can set the agenda
Linking journalists
PodcastingPodcasting
What is a podcast?What is a podcast?
Regularly updated audio content RSS-fed Often “Radio show” format
What is a podcast not?What is a podcast not?
A standalone audio file Something you need an iPod to listen to Only for young people Only for computer geeks!
Why Audio? Why Audio?
Powerful Cost Effective Anonymous Dynamic Exciting Real
Emotive Controlled Authentic Passionate Grassroots Targeted
Storytelling using audioStorytelling using audio
FormatsFormats Case Studies /Features as part of a
campaign/awareness raising Magazine Style /News Reports Dramas Celebrities
Audio Online/PodcastsAudio Online/Podcasts
Content to discussContent to discuss
Discussion Point Discussion Point
Think about how audio content can/is being used?
Created an audio cd for their European partners of family case studies
A group of young people have been trained to create audio diaries from their trips.
Others recorded on holiday Liam’s story Audio used on website/in presentations / as part of funding bids
(including BLF) Recorded a key stakeholder meeting Material picked up by the guardian Strategically thinking about how audio/visual media works for them
– using it in many ways. Content been picked up by traditional media – BBC, Guardian,
online, on air Punching above their weight?
Things to rememberThings to remember
Everyone has a different perspective Stories told simply – music not a necessity Short and to the point Different locations, accents, voices, don’t always need a
‘presenter’ Formats – audio diary, magazine, columns, debate,
discussion – what’s right for you. Quality of recording – doesn’t matter if it’s a bit raw but if
there is mic rattle people will switch off Don’t forget you are narrowcasting – not broadcasting
Content, Content, ContentContent, Content, Content
It doesn’t matter what approach you go for.. Absolutely Crucial Get it right and people will subscribe to feed Continue to listen Join in the conversation via social networks Get involved – user generated content Tell their friends volunteer/support/donate/
Social NetworksSocial Networks
What is a social network?What is a social network?
Social networks are groups of individuals unified by common
Interests Vocations Passions Needs
Before the internet these groups were more limited by proximity
Online social networks benefit from the LONG-TAIL effect
60% of people surveyed by 60% of people surveyed by Yahoo! felt it was OK to have a Yahoo! felt it was OK to have a good friend who they’d never good friend who they’d never
physically metphysically met
Are social networks just for the Are social networks just for the young?young?
sagazone.co.uk couchsurfers wayn.com
Case StudyCase Study
Kate Fox
Mersey Basin Campaign
Walter’s Wishlist:
•To explore the potential of web 2.0 for the organisation
•To use new media to engage with a younger audience.
•To enliven the Campaign’s website
•To have a blog, a podcast, a text service, a wikipedia entry, an e-briefing…..and they hadn’t even heard of Facebook, Myspace or Flickr yet……
Some things were deliberate…and some weren’t exactly…
Mersey: River that changed the world
Audio interviews with people whose lives have been entwined with the river Mersey
From the MBC blog…
…to Granada Reports
Results
Increased website visits:
September 2006 saw 16,180 visits
September 2007 saw 46,750 visits
A radio series on Radio Merseyside
Coverage on ITV Granada Reports
So is Web 2.0 for you or not? So is Web 2.0 for you or not?
YES
You want to express the human voice of your organisation
You want to enable easy ways for people to share knowledge and information
Open source thinking - willing to share ideas in progress and let others join in and help it
Can deal with the messiness
You already have the basics covered.
Costs
Source: Designing for Civil Society
NO
You are obsessively controlling Your organization is not ready for
some changes in how you work
Your audience is not online
Everything must be vetted by central authority
Your copy or campaign messaging is written in stone, not electricity
You aren't prepared to assist people
in learning a new skill and the time to make it an organizational habit.
TIPS FOR CREATING POWERFUL CONTENTTIPS FOR CREATING POWERFUL CONTENT
1. Listen to podcasts, audio content, read blogs, watch vodcasts
2. Involve your staff, service users, supporters, clients - get their opinions/ideas, find out what they’re listening to/downloading/buying.
3. Be yourselves - you’re not the BBC so don’t try and copy what’s out there. Be innovative.
4. Work across a range of departments – don’t just leave it to your new media /communications team (if you have one).
5. Create a social media strategy start slowly and build up content.
Just Do It
Endless possibilities pods/blogs/social Endless possibilities pods/blogs/social media…….media…….
Branded Podcasts Podverts
Audio/video press release/clips for journalists
Send to broadcasters/other media
Audio slideshows Citizen/Social Reporters Mobile Phone Campaigns
Update trustees/Stakeholders
Audio Dramas Online Radio Stations Incentives to marathon
runners – links to websites / JustGiving sites
Social inclusion
Other places for your contentOther places for your contentStart ListeningStart ListeningLocal MediaLocal Media
Creating a social media strategyCreating a social media strategy
Just because you can, doesn’t mean you should
But what could work for you?