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ICT for Successful OrganisationsSocial Media
Julie HarrisCOSMICRegional ICT Champion SWJune 2009
• A champion for ICT in your region• To see local infrastructure support organisations
• Operate more efficiently in its day to day work• Be more effective in its reach and influence
• Voice, representation, advocacy• Signposting sources of help• Strategic support
Regional ICT Champions
Materials have been prepared by a number of the ICT Champions
FACTS• We spent 119 billion minutes on the internet in Feb 09.
[Global Online Media Landscape”, Nielsen, April 2009]• UK online shoppers spent £4.6 billion during Christmas
2008. [IMRG Cap Gemini e-Retail Sales Index]
Three BARRIERS to USE (from Freshminds – April 2009)• No affordable ACCESS to the internet• No INTEREST in the content on the internet• No KNOWLEDGE of how to get on-line
The Internet
BUT• 25% of adults have never used the internet [ONS 2008]• 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]
Our understanding and use of social media is important to help organisations outreach to groups and communities
• Once connected 17% increase in communication with friends & 14% increase with family [Freshminds, April 09]
• 25% more confident in finding work [Freshminds, April 2009]
The Internet
Photo: flickr.com/photos/briansolis/
Social Media / Networking – the major types
•What is it
•Why should you care
•How it’s being used - for our organisations
•Impacts / risks
•How to get there
• 94% had HEARD of New Media or Social Media
•Of these, 60% had used New Media of some form
• 70% had used Forums• 60% had used Blogs• 60% had used Media Storage• 60% had used Google Apps• 40% had used Wiki’s• 20% had used Twitter• 10% had used Social Bookmarking
“Online applications, platforms and media which aim to facilitate interaction, collaboration and the sharing of content”
www.universalmccann.com
structured way, communication is free and lateral: anyone can talk to anyone else. The web is creating a culture of working with people not for them. Work is most satisfying and creative when it’s work with people rather than for them.”Charles Leadbetter, March 2009
Some descriptions ...
“In the world of the web the main principle is that you can freely communicate with anyone you need to regardless of title or hierarchy. Even if decisions are made in a hierarchical or
Old media - Web 1.0 . . .
. . static websites with no interaction, text heavy content.Information was just fed TO viewers
New media - Web 2.0 . .
. . is interactive websites, open comments allowed, conversations and social networking WITH viewers encouraged
• Increases speed of communication – no faster way to spread your message than through
social networking. • Widens message to people/groups that would normally
be missed using more traditional methods – ‘viral’ campaigns hugely powerful creating awareness extremely efficiently
• Deepens to build new and different networks – communities of interest to bounce ideas
off and share experiences
• Generate on-line conversations and awareness about the organisation or campaign, a consensus of opinion or shared learning about ideas
• Joins together communities who are interested in the similar things, have the same likes or are striving for the same objectives.
• Commoncraft Video explaining Social Media
Why social media?
• Advocacy
• Awareness
• Fundraising
• Inspiring action
• Influencing change
New Media solutions provide additional ways of delivering/promoting your message.
Old Media (phone, letter, e-mail, newsletters, press releases etc) still have their place
Think of New Media as additional tools in your tool kit.
Audio - Podcasting
• A news feed with a media sound file attached that can be picked up by a feed reader.
• Can be downloaded to portable audio devices (such as MP3 player or ipod) to be listened to on the move.
• Turns flat written statement into a vibrant personal story• Captures background sounds / effects / laughter of the
project• ‘Audacity’ – free software for recording and converting to
MP3 to load to the web http://audacity.sourceforge.net/• Commoncraft Video explaining Podcasting
Audio – Podcast Directory for the Sector
Visit
On-line web logs or journals
• Used by 65% of active UK internet users, who have created 17.8m blogs
• A diary detailing events in a periodical fashion. The name is taken from ‘weBLOG’
• Keep staff up to date about what individuals are doing • To provide a periodic record of what you have been doing
to feedback to funders • To provide case studies of events and parts of your work • Generates evolving conversations as other contribute to
the topics you raise• Commoncraft Video explaining Blogs
Online journals - Blogging
Visit
Video Sharing
• Used by 84% of active UK Internet Users • Upload and share videos that you can take on any digital
camera or mobile phone.• Once uploaded these can be included on your own
website• Videos tagged for easy searching by visitors• Allows comments and conversations to build about the
video content or message• Offers many ways to to promote your organisation and
its campaigns ... and all for free.
Video Sharing - YouTube
Visit
Micro-journals
• Built on the SMS mobile phone technology • Mobile phones are most accessible form of mobile media • Allows users to send and read other users' updates which
are text-based posts of up to 140 characters in length.• Updates displayed on user's profile page and delivered to
other users who have signed up to receive them.• Can be used to alert masses of people, quickly, efficiently
and cheaply – about an event, report or campaign • Powerful to ‘ask the (worldwide) audience’ a questions
and collate responses – much easier than by email• Commoncraft Video explaining Twitter
Micro-journals - Twitter
Visit
Twitter : Reports events AS they happen not AFTER they have happened
Twitter : Extra eyes and Ears for your cause
Key Social Media Facts: Twitter
• A great way to reach a wide, yet targeted audience• 10 million people visited Twitter in February 2009
(worldwide); traffic to Twitter in the UK increased by 974% in last year. [ComScore and HitWise]
• Nearly one-in-five (19%) online adults ages 18 to 24 have used Twitter/similar services, as have 20% of online adults ages 25 to 34.
• Median age of a Twitter user is 31. Median age of a MySpace user is 27, Facebook user is 26 and LinkedIn user is 40. [Pew Research Center]
• People are motivated by learning new things and getting information real-time as it’s developing. [Ann Handley, MarketingProfs, Mashable]
10 Ways to use Twitter
1. Networking: find key influencers in your field to follow [http://tweepsearch.com]
2. Knowledge: listen to keep up with latest events in your field [#SocEnt]
3. Research: ask questions to gain insights, ideas, prioritize [@odemagazine]
4. Educating: highlight research, trends, and advances [@casefoundation]
5. Increasing Awareness: share accomplishments, beneficiary stories
6. Filtering: select the best information to ‘retweet’ and save people time [@NetSquared]
7. Events/conferences: increase reach and global participation [#swf09, @socialedge]
8. Fundraising: raise small gifts, create “Epic Change” [ Tweetsgiving, Charity:Water/Twestival]
9. Announcements: post winners of contests, deadlines, milestones, etc. [@changemakers]
10. Friendraising: build loyalty, make personal connections [@lend4health]
Listening to the web - Inbound
• What are other websites saying about your organisation?• What are organisations you support saying?• What are the relevant stakeholder reports and funding
opportunities that are being published• RSS enabled feeds automatically can be picked up to be
read at your leisure in a feed reader (such as Bloglines or Google Reader) without you having to re-visit each website
• Content aggregated into a single easily readable interface • RSS feeds can be converted for email delivery• RSS feeds from others can be embedded in your website
Listening to the web - Outbound
• Tell others what you are doing• Easier for supporters (individual and peers) to keep up with
your events and news• RSS enabled feeds automatically can be picked up to be
read at their leisure in a feed reader (such as Bloglines or Google Reader) without them having to re-visit your site
• RSS feeds can be converted for email delivery• Your RSS feed can be embedded into other organisations
websites• Commoncraft Video explaining RSS
Listening to the web – RSS readers
Image Sharing
• Used by 49% of active UK internet users • Many contributors to these sites allow you to use their
photos free of charge, they usually only ask to be credited.• Can be difficult to source good quality photos for websites
and publicity, especially without significant cost• Build on-line journal of images relating to your project with
tags to enable easy searching and commenting by others• More striking than a report or case study on paper when
presented to funders, trustees and stakeholders• Access to photos anywhere so freeing up server space• Commoncraft Video explaining Image Sharing
Image Sharing - Flickr
Visit
Social Networking
• Used by 60% of active UK internet users• Community websites that link people who share interests
and activities or who are interested in exploring the interests and activities of others.
• They provide various ways for users to interact, such as chat, messaging, email, video, voice chat, file sharing, blogging, discussion groups and more.
• Commoncraft Video explaining Social Networking
Social Networking - Facebook
Causes
Dog’sTrust
BustsForJustice
Social Networking - Ning
Niche networks that you can create yourself.
Youth WorkOnline
Collaborative working
• Software that allows a disperse groups of people to work collaboratively towards shared aims.
• Create, edit, and link pages together in a variety of document formats
• Create collaborative websites - perhaps the most popular example is Wikipedia
• Share in discussions and meetings on-line• Commoncraft Video explaining Wikis• Commoncraft Video explaining Google Docs
Collaborative working - ooVoo
Visit
Collaborative working - Doodle
Visit
Collaborative working - GoogleDocs
Visit
Barack Obama 44th & Current President of the United States of America used New Media solutions to great effect during his election campaign.
FacebookTwitterYouTube
The first president to be allowed to have a Blackberry whilst in office.
• Access to a GLOBAL audience enabling many voices• F R E E!!! (in most cases)• Your ideas and messages can be shared & spread very quickly • Can take on a creative life of its own• Very high profile – the latest ‘buzz’• Portrays the human voice of your organization • You want share ideas in progress and let others join in and help• It may be messy – so be prepared to deal with this • You are already clear in your aims, but open to contributions
• Tracking sites can be time consuming – so have a clear plan• Needs fast internet connection (ADSL / Fibre) – rural issues• Can be intimidating if not used to using the internet / technology• Fickle – constantly changing ‘current fashionable product’• Impossible to control – groups may take your message and
spin it, so it is important to listen to the social networks
• Be prepared for your organisation to change how it works
• Looser control on organisation message and authorization - won’t work if your message is written in stone, not electricity
• Invest time in staff learning new skills and the time to make it an organizational habit
Which One is Right for your organisation?
Blog - informal project progress? Forum - for supporters to discuss? Social Network - build cause awareness? Twitter - short project updates? Video / Photo sharing - our annual report? RSS - what are others saying?
A combination of all of these and more!
Select those that are right for the organisation
A combination ?
Visit Colalife
Social media - reflections
• What ideas do you have for your use?
• How do you think organisations need to make more of social media?
• How could the groups you support be more effective in their campaigns by using social media?
• What gaps are there in supporting them?
• What was the best idea which came from the session?
From Boulders to Pebbles
• “All the new media and cultural organisations, created from now on, will be ‘pebble’ businesses.
• Google and other more intelligent search engines offer to help us find just the pebble we are looking for. Google will increasingly offer to organize more and more of the unruly beach.
• Wikipedia is a vast collection of factual pebbles. • YouTube is a collection of video pebbles • Flickr of photographic pebbles• Social networking sites such as Facebook allow us to connect
with pebbles who are friends.• Twitter … allows people to create collections of lots of really
tiny little pebbles.”• Charles Leadbetter
How social media can help groups you support
• The Social Media Game
• Ways to make the organisations you support more … • Effective in communication of their message• Efficient through use of free online resources
• Wordpress or Blogger websites• Wiki – collaborative development• Flickr and Youtube – photo and video capture of events and
beneficiaries• Conversations with those you help and those who want to support
you through blogging and Twitter
Finding your way
• Objectives - what
• Audience - who
• Strategy - pick a path that fits
• Implement - match the tool
• Sustain - measure, adjust
Finding your Way!Photo: flickr.com/photos/worldwidewandering
Useful Links & Contacts
• NAVCA www.navca.org.uk
Local Infrastructure Organisations providing general support services may also provide ICT services
• ICT Champions
for ICT answers in a box www.ictchampions.org.uk
• RuralnetUK www.net-gain.org.uk
• Capacitybuilders www.improvingsupport.org.uk/ict
• Knowledgebase www.ictknowledgebase.org.uk
Useful Links & Contacts
• AbilityNet www.abilitynet.org.uk
• IT4Communities www.it4communities.org.uk
• CTX www.ctxchange.org.uk
• NCVO ICT www.icthub.org.uk
• Open Source www.osalt.com
• Commoncraft http://www.commoncraft.com/
Round Up
• Review of session – key messages
• Any Questions?
Round Up and Thanks
For More Details About This Workshop
Visit:Regional ICT Champions websitewww.ictchampions.org.uk
Or Contact [email protected]
