110329 Surrey Community Action: Social media planning

Introduction to social media

Mark Walker, SCIP

Regional ICT Champion for the South East

Communications

Better Services

Fundraising

• Introduction to social media• Grow bigger ears• Planning your campaigns• Your social media policy

About this session

Who uses social media?

There are 28.5 Million people on Facebook in UK in Jan 2011From www.checkfacebook.com

Who is using the internet?

• Young People• Older People• Wealthy People• Poor People• People With Disabilities• Geographic Communities• Communities of Interest• Government• Business• Individuals

• Your Colleagues• Your Volunteers• Your Friends• Your Family• Your Funders• Your Partners• Your Customers• Your Competitors• Your Suppliers

Who doesn’t use the internet?

• 10 million adults have never used the internet of which 4 million are also socially excluded [PWC 2009]

• Of the 4 million, 39% are over 65, 38% are unemployed and 19% are families with children.

• 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]

A new fundraising challenge

What we’re used toOne application @ £1,000s

What we need to learn100s of donations @ £10

Charity Water

Grow bigger ears

Who Can we Hear?

The Sellers?

Or the Buyers?

http://www.flickr.com/photos/richevenhouse/2012636456

Tuning in

http://www.flickr.com/photos/richevenhouse/2012636456

Tweetdeck

http://www.flickr.com/photos/richevenhouse/2012636456

Be useful

amaze Brighton

Getting a Grip

• Too Many Choices• Too Little Time• Too Little Direction• Evidence

• Patience• Focus• Routine• Measurement

The Problem The Solution

Plan your campaigns

• Identify events in next few months

• Focus on your audience’s needs

• Use social media as part of a mix

• Link your overall goals to short term targets

• Agree a social media policy

Sharing your stories

Offline• Annual Report

• Newsletter

• Leaflets

• Postcards

• Events and Exhibitions

• Face-to-face

• DVD/CD

Online• Your website

• Facebook Fan Page

• YouTube Channel

• Twitter

• Podcast

Planning your campaigns

• Who are your target audience?

• How do you listen to them?• Whose voice do they want

to hear?• How will you gather stories?• How will you share stories?• How will measure the

response?• What will you do next?

Think internet first

• Low cost, high impact

• Share your stories

• Hear other voices

• Always on

• Flexible, dynamic

How to use social media

• Twitter: announce what you’re doing/ask questions

• Blog: engage the audience, explain yourself

• Facebook: invite friends, build community

• Youtube: show who you are, explain yourself

• LinkedIn: ask questions, share knowledge

• Surveymonkey: ask what they want

Listen

• Research• Learn• Follow• Networking

• 20-30 mins/day

• YouTube• Tweetdeck• Slideshare

Share

• Retweet• Connect• Comment• Debate

• 20-30 mins/day

• Bit.ly

Publish

• Blogging• Presentations• Video• Podcasts

• 2-3 hours/week

• Wordpress• Slideshare• YouTube

How long does it take?

http://www.flickr.com/photos/stevenraymondparker/127399509

Measure and improve

• Use a spreadsheet

• Measure what you can

• Do it often

• Look for patterns

• Share and learn together

Exercise 1: Planning your campaigns

Charnworth Youth Club

• Youth Club Revamp

• We want people who live in

the area to know more about

what we do to help young

people so that they will give

us their money and their help

to revamp the youth club

• Our goal is to raise £500 plus

50 new Facebook fans by the

end of May

• What shall we do?

• Write a plan for a fundraising

campaign

• What role can social media play?

• Who will you target using social media?

• Which social media will you use?

• Why is social media relevant?

• How will you measure what works?

What do you need?

• Computer/internet• Storytelling skills• Fundraising skills• Technical help• Video camera + mic• A website or blog• Facebook Fan Page• YouTube account• Twitter account• JustGiving account• Luck + perseverance…

Exercise 2: Plan your own mini-campaign

Goals

Audience

Research

Messages

Budget

Schedule

Delivery

Measurement

Find out more

• Small steps• Work together on a social media policy• Not the person with the most Facebook friends• Download the Social Media Guide

– www.ictchampions.org.uk/downloads• NCVO Guide to Integrating Social Media

– http://bit.ly/gOAn7k• Download Tweetdeck• Spend 30 mins a day doing something

What can I do in 30 minutes a day?

Use Tweetdeck to listen

Plan a mini-campaign

Search Facebook and YouTube for ideas

Plan a social media policy team session

Measure your key data

Update your keywords list

Edit a video

Good luck!

This workshop is based on the work of:

• Mark Walker @scipmark 01273 234049• www.seictchampion.org.uk

www.slideshare.net/scipmark