Social media. What are you doing?

Transcription

1 Social media What are you doing?

2 First, a short video: m-ng alnomics-social-media-revolutionversion-2.html

3 Caution! A survey by the Office of National Statistics in August 2009 found: 30% of households have no internet connection 21% of all adults have never used the internet (10.2 million people) 65% of people over 65 have never used the internet 25% of people aged between 55 and 64 have never used the internet 52% of people with no formal qualifications have no internet connection Office for National Statistics: Internet Access Statistical Bulletin, Households and individuals Office for National Statistics August 2009 (Online) Available: (Accessed April 9, 2010)

4 What is Social Media? Social media is a term for the tools and platforms people use to publish, converse and share content online. The tools include blogs, wikis, podcasts, and sites to share photos and bookmarks.

5 Social media and fundraising What is the #1 reason why people give? They were asked.

6 Of all online giving 52% Baby Boomers ( ) 30% Gen X ( ) 15% Silver Surfers ( )

7 It s about relationships!..... not techology More than 50% of people say they would not have taken further action if they hadn t first visited charity website.

8 Donors who get give more ASPCA (American Society for Prevention Cruelty to Animals) donors with Gave 112% more Gave 85% more gifts 15-20% higher average gift

9 Benefits of Social Media 1. Drive traffic to your site 2. New ways to connect with your communities 3. Build trust, start a conversation 4. Create value, communities and relationships 5. Provide quick, up to date information about your organisation, programme or cause 6. Raise funds, raise awareness 7. Data capture 8. Market research 9. Low-cost, low-risk, effective

10 5 Principles of Social Media 1. Be authentic, open, transparent build social currency 2. Don t view it as just another marketing channel 3. Don t treat it as a one-way broadcast medium 4. Be clear about departmental responsibilities 5. Be patient - social media needs a long term approach

11 Social Media Marketing The Tipping Point Rage Against the Machine beat X Factor Joe to Christmas number on e on back of a Facebook and Twitter Campaign Facebook received more site visits than Google on Christmas Eve and Christmas Day (source Hitwise) Pepsi pull TV adverts from Super Bowl in favour of online Social Media campaign Barack Obama credits Social Media as a pivotal tool in his presidential campaign

12 Social media tools

13 Websites

14 Websites No longer just a static piece of information literature Builds trust and recognition Another conversation tool

15 Blogs

16 What is a blog? Web log Online diary posts in reverse chronological order Allow comments from readers Link to other blogs (Blogroll) Permalinks, trackbacks, pings Subscribe to new posts using RSS A conversation, not a lecture

17 Blogging software

18 Podcasts, video and pics

19 What is a podcast? Sound file Can be picked up by a news feed service RSS Can be downloaded onto portable audio devices MP3, mobile phones Captures background sounds/ effects/ laughter of project

20 Podcasting Tools Portable recording device e.g. M-AUDIO Microtrack Microphone use a USB microphone Audio editing software Audacity

21 Video

22 Video editing Windows Movie Maker (free with office for pc s) imovie (free with Macs) JumpCut (free online)

23 Pictures

24 Micro-blogging

25 What s happening? (140 characters) Tweeting and retweeting Hashtags Other etiquette

26 21.7m unique users per month on twitter.com (figure doesn t include thirdpartyapplications like Tweetdeck) More than 50,000 third-party applications registered on Twitter platform 50m tweets sent every day (600 tweets per second!)

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28 Unique Visitors to Twitter.com by Age Demographic Jan 2010 Age Group Unique Audience Composition % , ,300, ,430, ,701, ,300, ,000 3 source: Google Ad Planner, 01/2010

29 Social networking

30 Facebook demogaphic chart

31 Facebook usage 50% of active Facebook users log on to the service in any given day Average user spends more than 55 minutes per day on Facebook More than 35 million users update their status each day More than 60 million status updates posted each day More than 3 billion photos uploaded to the site each month More than 5 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each week

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33 NSPCC Raised over 10K from Facebook users through a Facebook application created in 2007 Facebook page asking users to carry out one of 19 deeds signing a petition, donating, buying a badge etc. Users can challenge friends to do the deeds

34 National Apprenticeship Service The campaign Campaign ran from February March 2010 Designed to promote Apprenticeship vacancies Campaign supplemented regional recruitment press ads Two ad variants created and tweaked throughout Campaign Demographically targeted (15 18 age range) Geographically targeted (E)ast Midlands area The results Registrations increased in first week of campaign being launched by 52% Cost per click of just 25 pence Outperformed the regional press advertising in terms of actual enquiries Demographic and geographical targeting meant no wastage incurred 9,526 clicks to the website and relevant pages for target market Of those who clicked through 62% female, 35% male, 3% where Undisclosed

35 The future

36 Location based networking

37 Monitoring and measuring

38 Measurement Tools Web Analytics Rankings Bean counting Followers, members, fans Subscriptions, downloads, views Unique landing pages / click-throughs Calls to action Surveys

39 Discussion Who do you want to reach? What do you want to achieve? Where do they hang out? What time/resources can you commit? Any barriers? What do you feel comfortable using? How will you know if it s successful?

40 Follow me! Regional Communications Manager Andrew Regan Fund-East-Midlands

41 Thankyou for your time Any questions?