Social media: building community engagement

Transcription

1 Social media: building community #Locality12

2 What I m covering today? What is social media? Why is it important? How will it help my organisation? Setting goals Selecting the right social media platforms Creating great content Measuring success

3 What is social media? The use of technology combined with social interaction to create or cocreate value Essentially it s about communicating online a two way conversation!

4 Social media how many!

5 Why is it important? 21 million households in UK 80% have internet access in 2012 The number of households with internet access has increased by 7.1 million (23%) since 2006, Office for National Statistics (24 August 2012)

6 Accessing the Internet Tablet ownership has jumped from 2% to 11% in 12 months Two fifths of UK adults now own a smartphone Ofcom, Internet use and attitudes, 2012 metrics (July 2012)

7 Social networking use 62% of adults use social networking sites Ofcom, Internet use and attitudes, Metrics Bulletin, July 2012

8 A social media world The London 2012 Games dubbed the first 'social Olympics 9.7m tweets about the event during the Opening Ceremony 125 times more than the Beijing Opening Ceremony

9 What the public want To be listened to, to contribute the internet is democratic Listen Build relationships Share content

10 Demographics Highest increases in take-up of broadband = year olds Increase most noticeable in use of mobile phones to go online eg up 8% year olds Across socio economic groups mobile phone use is up and Low income with children in the home up the most at 12% Use of social networking sites majority year olds, but years of age not far behind Average age of Facebook user is 38 Ofcom metrics 2012

11 How will it help my organisation? More contacts, a network Get people talking Involve customers, listen to them, get feedback

12 Getting started - setting goals What are your organisational and communications goals how does social media contribute to this?

13 Goals template Goal Target audience Outcome Landing page Current users of services engaging more frequently Local residents, young families Attendance frequency x 3 in the year Project/booking page Attract funding/new income Funders Increase earned income by 20% Donations page New users of the services Local residents, older age group by 5% in the year Introduction to the organisation Raise awareness of the brand All including press Eg 5 more press mentions Press release, news

14 What to use?

15 Picking the right platforms What are your target audience using? short survey What are they interested in? gain insights Are there alternative ways to reach them? How will social media enable you to meet your ultimate campaign goals?

16 Facebook The world s largest social network, over 1 billion users Over 50% visit Facebook daily Average age of Facebook user is 38 What s it good for: news and events, campaigning, polls Reaching more people - if like page then will show up in news feed for friends to see Inviting comments and interaction

17 Holt Park Today

18 Locality competition

19 Facebook using photos

20 Skittles asking for recipes

21 Twitter Fastest growing social media network UK 1 billion new tweets posted every week Fastest growing age group UK characters Timely announcements, link to sites What s it good for? Influencing, having conversations campaigning #saveourlibraries Back channel

22 Getting going on Twitter Start by retweeting others tweets Then use # to get more clicks on a subject of interest or event eg #Locality12 Mention prominent who may retweet to wider audience Go from being a broadcaster to a conversationalist Send direct messages

23 My Community Rights

24 #righttobid 371 tweets

25 Big Green Bookshop

26 #wewillgather

27 What else to consider Linked In The world s largest professional network More than 175 million members Pros and cons eg events added individual profiles not organisations Business to business Networking businesses partnerships, funders Join a group discussion Encourage colleagues to post on Linked In Recruitment post an ad

28 YouTube 4 billion video views per day Second most popular search engine Access to new audiences (tag widely to get picked up in searches) Owned by Google (affect SEO rankings) Average view time on YouTube is 2.5 seconds

29 Flickr For more serious photographers than Facebook 75 million users Good for SEO Photography competitions Share photos for comments Add to an existing Flickr pool eg assets development

30 Google+ Predicted that by end million members on Google+ Google controls search results, worth registering for SEO Others: Pinterest Instagram Four Square

31 Research and planning Optimum time for posts/tweets Ask questions, engaging Insights into audiences and how want to interact eg photos, videos Think about where directing to eg Justgiving 130% increase donations through Facebook Get people to like /tweet who are influential

32 Planning content Think about Search Engine Optimisation - using keywords Can it be easily shared (facebook, twitter, social bookmarking)? Use video and send links to media for PR Social proof of Like s, retweets, a recommendation

33 Blogging Importance of blogging shift in how public read news, trust public views Want opinion, honesty Blogs often on websites, linked to from social media Brings PR, people share on Facebook/Twitter Word press most popular

34 Blogging Campaigns link to petitions Fundraising Engaging people locally around an issue Commenting and discussions

35 More on video Can film using phone, ipad, flip camera Editing on Youtube plus music Upload short films to YouTube - will improve your ranking on search engines Remember people have a short attention span online

36 Content and community engagement Could content work as a series eg regular updates Involve audience diary blog posts - taking part in a project create video, skills they learnt how to video encouraging sharing through own networks Run competitions Try things out, engage and improve

37 What else? Apps Don t forget social bookmarking on websites eg Stumble Upon Storify bringing together activity on different social media platforms Integrate platforms if a blog on website, also post on Facebook, Tweet, put on Linked In

38 Implementing Plan ahead Date Content Platform Eg Project launch Photos Blog (on web) Video (on YouTube) Facebook Twitter

39 Measuring Measure stats against campaign goals Assess throughout the year what s working what isn t Look at comments and make improvements Storify to monitor successes for reporting Stats on Facebook, google analytics traffic social media, Tweetreach, Klout, Social Mention

40 Measuring Platform Metric Stat Twitter Number of Twitter followers 200 Facebook Influence using Klout 42 Number of mentions 30 Number of likes on Facebook 150 Number of posts/comments Linked In Number of contacts

41 Troubleshooting Expectation to voice opinions freedom of internet 3 choices Reply Delete Ignore Delete if offensive eg swearing, racist etc

42 Have social media guidelines Encourage staff to engage on social media Social media code of conduct should not vary wildly from the normal standards of behaviour you would expect Keep guidelines simple Encourage prefacing comments when using own accounts to relate to the brand socialmediagovernance.com/policies

43 Summary Start by thinking about your audiences which social platforms What want to achieve goals and how social media can be part of that Select platforms accordingly, focus on ones where outcomes and have resources Create interesting content audiences can do this for you Plan ahead and measure impact Encourage openness and involvement from staff

44 What s next Find social media ambassadors amongst staff Set up accounts and follow others learn from the influential tweeters and bloggers Look for creative ideas inside and outside community sector to engage audiences Get involved in conversations online reaching a greater number of people and finding your key stakeholders Make sure links to social media on website

45 Useful websites Podnosh - getting started Media Trust - Social media do s and don ts digital/social-media-dos-and-donts/ UK Online Centres at convention Presentation on Slideshare

46 community