How you can use

Social Media to engage

young people

Sue Fidler Ltde-consultancy for charities

sue@suefidler.com07889 350285

www.suefidler.comwww.charityemail.com

www.facebook.com/suefidlertwitter.com/SueFidlertwitter.com/CharityeMail

Please - interrupt - interact

Sue Fidler

Who uses social media personally?

- who is on facebook?

- who is on twitter?

- who is on linkedin?

Sue Fidler

Who uses social media personally?

- who is on facebook?

- who is on twitter?

- who is on linkedin?

- who uses Instant messenger?

- who uses text messages?

Sue Fidler

As with any new technology, familiarity builds confidence.

Sue Fidler

Five Things To Do Before You Get Started

1. Start using the tools yourself.

2. Teach other stakeholders how to use social networking and why its important.

3. Listen to what your audience are talking about on social channels –and how they talk.

4. Sign up for alerts of your organisation/topic with tools like Google Alerts or Social Mention.

5. Follow charity leaders to gain insight into trends and topics of interest.

Sue Fidler

Which organisations use social media?

- who is on facebook?

- who is on twitter?

- who is on linkedin?

- who uses instant messenger?

- who uses text messages?

Sue Fidler

Why is social media so different?

Sue Fidler

Sue Fidler

Sue Fidler

All of these “technologies” are one to many

Sue Fidler

Internet, email, blogs are still one to many

Sue Fidler

Web 1.0 was…

• Still one to many• just

• faster• cheaper• more widely available• more accessible• global

Sue Fidler

What changed was that we could “all” be publishers

Sue Fidler

Sue Fidler

Web 2.0 is a many to many revolution…

Sue Fidler

What do we mean by social media ?

Sue Fidler

www.convio.com

Sue Fidler

• Online Communities: Ning™, BuddyPress™, Jive, Chatter Online communities are social networks focused on a specific audience or topic. Often referred to as “white label” social networks, communities help bring people together to create groups, start discussions, upload media, and include feeds of relevant information. Information in online communities usually focuses on specific topics, interests or segments of people.

• Social Networks: Facebook™, MySpace™, LinkedIn™Social networks are websites that focus on building and reflecting social relationships among people. Typically these online services allow users to setup profiles and communicate with each other by sharing information about the user and anything they choose to share with “connections” such as information, pictures, videos, webpages, etc. Boosting interactions amongst users is the capability to comment on and re-distribute information to connections in either a one-to-one personal communication or sharing information with a group of users or connections.

• Blogs: Wordpress, Typepad, Blogger, Convio Content Management SystemBlogs are websites that allow users to easily publish information and share content, often in the format similar to a personal journal. Blogs can be used to share factual news, advice, best practices, personal opinions and personal interests. Blogs often describe real experiences and insights and provide a forum for feedback that empowers readers to share information and engage with the site beyond simply reading content.

• Microblogs: Twitter™, Tumblr, Plurk™Microblogs are a shorter form of blogs that allow users to post short messages—typically 140 characters or less. Microblogs are used to share news, articles and links to web pages that may be of interest to the individual’s network. They are also popular for holding interest-driven, collaborative conversations in real-time. Unlike social networks, following users does not have to be reciprocal so users can “follow” as many people as they like. Also, because most users create public accounts, these conversations can be seen by anyone, providing an opportunity to monitor communications taking place publicly.

Sue Fidler

www.convio.com

Sue Fidler

• Video Sharing Sites: YouTube™, Vimeo™, Blip.tv™Video sharing websites allow online users to post and distribute video content for others to watch and share. Videos can be embedded easily on other websites and shared with 9 GOING SOCIAL: Tapping into Social Media for Nonprofit Success contacts by passing along the web address or URL to a video. Some websites, such as YouTube, offer special features at no cost to nonprofit organizations.

• Photosharing: Flickr™, Picasa, PhotoBucket™Photosharing websites create a virtual place where a person or organization can publicly share pictures. Pictures can be posted that others can be directed toward or that can be found through the site’s online search. Keyword tagging capabilities in each picture helps to ensure searchers can find relevant content.

• Social Bookmarking: Digg™, Delicious™, StumbleUpon™ Social bookmarking websites make it easy for your organization and its supporters to collect web pages on topics of interest and share them with your respective network of friends. Bookmarking content makes it easier to keep up to date with the latest information by “crowdsourcing,” tapping the collective intelligence of your social network to find the latest and most relevant information. Social bookmarking sites help create an easily discovered and easily shared repository of content.

• GeolocationLocation Based Services: Foursquare, Gowalla, WhrrlGeolocation applications on Internet-enabled personal devices allow users to share their whereabouts with friends. These applications utilize GPS technology to help users find friends and discover new places. Sharing of tips and pictures of venues is allowed and incentives such as status badges are offered to encourage continued participation.

• Facebook has 500 million users and 50% of these people log on daily. (http://www.facebook.com)

• Twitter users send out 65 million tweets per day. (http://www.twitter.com)

• YouTube exceeds 2 billion views a day with the average user spending 15 minutes on the site. (http://www.website-monitoring.com)

• More than 126 million blogs are on the Internet. (http://www.blogpulse.com)

So just how popular are they?

www.convio.com

Sue Fidler

www.convio.com

Sue Fidler

In every generation more than 80% of people thinkfriends asking them to support a charity is anacceptable means of solicitation.

Sue Fidler

Getting started:

Sue Fidler

1) think about your audience - where are they?

Sue Fidler

% of total minutes spent on email and facebook by age

http://blog.nielsen.comSue Fidler

Facebook:

38%

Sue Fidler

Sue Fidler

http://www.andersonanalytics.com/Sue Fidler

A place to start:

• Who really likes us on our email supporter list? (who opens, clicks, forwards?)

• Are they in our social networks? Which ones?• Will they post for us? Tweet for us?• Can they get the message and drive more traffic?• Who are these people?

Make friends with your “influencers”

a surprising example:

Sue Fidler

Stardoll generated more signups than Facebook, Twitter and YouTube combined

Duane Raymond - Fairsay

Duane Raymond - Fairsay

Alexa's website audience profile for 1GOAL shows that it was disproportionally (vs. the Internet norm) young and female.

2) be there- and get found

Sue Fidler

Sue Fidler

Sue Fidler

THINK – about the username

THINK – about the URL

RESEARCH – what other people have taken

STAND OUT – be clear you are the official brand

CONTACT – other groups and ask them to join you

Sue Fidler

Sue Fidler

3) Be appropriate

Sue Fidler

http://myspace.com/

4) learn the etiquette…and earn their trust

Sue Fidler

Sue Fidler

http://wwwghttp://www

1. Tell people who you are. 2. Choose a good picture to suit the audience.3. Don’t setup a profile on every network. 4. Own your subject. 5. Don’t be fake.6. Be Available. 7. Be Transparent.8. Write for the web.

http://mashable.comSue Fidler

5) use your website a base.. to sign up, volunteer etc

Sue Fidler

Sue Fidler

6) use social media as a toolto spread the word

Sue Fidler

Sue Fidler

7) Be friendly

Sue Fidler

Sue Fidler

Write as a person

Talk to people as friends

Less formal than “corporate style”

Build a relationship

Personalise where possible

Sue Fidler

8) Keep it fresh

Sue Fidler

Sue Fidler

Sue Fidler

Sue Fidler

Sue Fidler

Sue Fidler

Sue Fidler

9) always respond – to messages, tweets,

comments, mentions

Sue Fidler

• Monitor what people are talking aboutuse the group as a forum to express your organization’s stance on certain issues. They will usually respect and appreciate your authority.

• Respond to everyoneno matter what the question or issue. People love having an actual person to connect to from an organization, and two-way communication is what makes social networks so successful.

• Search Networks for people that are interested in you,then personally message them. The viral aspect of getting one person involved who has hundreds of friends can be a huge payoff.

Sue Fidler

10) Monitor and evaluate are you meeting your objectives?

Sue Fidler

• Return on Insight: What you are getting back is learning about how people feel about your organization and the issues you work on. Sometimes nonprofits don’t value this enough.

• Return on Interaction: How well you are engaging with people.

• Return on Investment: Are you converting people into supporters? Examining conversions will help you learn how to do social media better and where to invest your time.

• Return on Impact: Track all the results online and on land.

The four I’s:

Beth Kanter Care2

Have clear rules of behavior and escalation policies

Sue Fidler

And finally...

The Habbo Way is like a code of conduct, a guide to how Habbosshould act in the Hotel. Habbos who break the Habbo Way arenot welcome in the Hotel and may be banned.

The Habbo Way is a simple set of rules for all players to follow in the Habbo:

* Do not bully, harass or abuse other players; avoid violent or aggressive behaviour.

* Do not steal or scam passwords, credits or furniture from other players.

* Keep your password and personal details secret and never try to gain this information from other players.

* You may not give away, sell or trade your Habbo account or seek to sell virtual items from Habbo for cash.

* Do not take part in sexual activities, make sexual proposals or respond to them.

* Do not use any scripts or third party software to enter, disrupt or modify Habbo.

Treat other players as you would wish to be treated! And remember that a crime in a virtual world is as serious as in the real world.

Sue Fidler

Who is your online community?

Ask yourselves –

What do we want to use social networking for?

What are they looking for?

What tools suit the audience and purpose?

How will you manage and monitor ongoing communications?

Sue Fidler

Listen – find out what they are talking about

Key Activities–

Share – useful information they want

Engage – in the conversations already going on

Drive – traffic to your site to recruit

Sue Fidler

Respond – when they talk to or about you

Volunteering

• Do-it knowledge bankhttps://www.do-it.org/product-support/resources

• "Protection and Safeguarding" theme of the Good Practice Bankhttp://www.volunteering.org.uk/resources/goodpracticebank/Core+Themes/

• Involving Young Volunteers: a toolkit - Timebank Energise http://www.volunteering.org.uk/resources/goodpracticebank/Specialist+Themes/Youth+Volunteering/

• Generation V: young people speak out on volunteering - Volunteering England https://ecommerce.volunteering.org.uk/PublicationDetails.aspx?ProductID=V304

• Taking The Lead: young people and volunteering - UK Youth http://www.ukyouth.org/whatwedo/publications/allpublications/Taking+the+Lead.htm

Sue Fidler

Sites:

• Infocow http://www.infocow.org.uk/• PLATFORM2 http://www.myplatform2.com/• Youth Action Network http://www.youthactionnetwork.org.uk/ • Connexions-direct

http://www.connexions-direct.com/index.cfm?pid=126 • Vinpired http://vinspired.com/ • Youthnet http://www.youthnet.org/ • Do-it http://www.youthnet.org/whatwedo/doit • Timebank http://timebank.org.uk/ • Volunteer England http://www.volunteering.org.uk/

Sue Fidler

Safety

• Childnet• * kids - http://www.childnet-int.org/safety/youngpeople.aspx

* parents - http://www.childnet-int.org/safety/parents.aspx* teachers - http://www.childnet-int.org/safety/teachers.aspx

http://www.childnet.com/downloads/taleaflet.pdf

• CEOP http://www.thinkuknow.co.uk/Parents/InternetSafety/

Sue Fidler

Interesting reports

• IBT “The World in Focushttp://www.ibt.org.uk/all_documents/research_reports/TheWorldinFocus.pdf#view=FitV

• nfpSynergy Who Volunteers November 2008http://www.nfpsynergy.net/includes/documents/cm_docs/2009/w/who_volunteers_nfpsynergy_2008.pdf

• Hype vs. Reality: What digital channels are the most effective in 2010? http://fairsay.com/blog/hype-vs.-reality-what-digital-channels-are-the-most-effective

• Nonprofit 2.0: The Four I's to Measure Social Media http://www.frogloop.com/care2blog/2010/6/25/nonprofit-20-the-four-is-to-measure-social-media.html

• CONVIO - GOING SOCIAL Tapping into Social Media for Nonprofit Success http://www.convio.com/signup/guides/social-media-guide/sm-guide-2010.html Sue Fidler

Social Networking - monitoring

• www.checkfacebook.com• RetweetRank.com • SocialMention.com• smallact.com• socialsniffer.com• socializemedia.com • Klout.com• Twitalyzer.com• www.Act.ly• www.Bit.ly• scoopler.com• socialtoo.com• twopular.com • twitteranalyzer.com• xinureturns.com

Sue Fidler

Sue Fidler Ltde-consultancy for charities

sue@suefidler.com07889 350285

www.suefidler.comwww.charityemail.com

www.facebook.com/suefidlertwitter.com/SueFidlertwitter.com/CharityeMail