Social media What are you doing?
First, a short video: http://www.youtube.com/watch?v=lfz0z5f m-ng http://www.savevid.com/video/soci alnomics-social-media-revolutionversion-2.html
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: http://www.statistics.gov.uk/pdfdir/iahi0809.pdf (Accessed April 9, 2010)
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.
Social media and fundraising What is the #1 reason why people give? They were asked.
Of all online giving 52% Baby Boomers (1946-1962) 30% Gen X (1962-1980) 15% Silver Surfers (1901-1945)
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.
Donors who get email give more ASPCA (American Society for Prevention Cruelty to Animals) donors with email: Gave 112% more Gave 85% more gifts 15-20% higher average gift
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
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
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
Social media tools
Websites
Websites No longer just a static piece of information literature Builds trust and recognition Another conversation tool
Blogs
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
Blogging software www.wordpress.com www.tumblr.com www.blogger.com www.typepad.com
Podcasts, video and pics
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
Podcasting Tools Portable recording device e.g. M-AUDIO Microtrack Microphone use a USB microphone Audio editing software Audacity http://audacity.sourceforge.net/
Video
Video editing Windows Movie Maker (free with office for pc s) imovie (free with Macs) JumpCut (free online)
Pictures
Micro-blogging
What s happening? (140 characters) Tweeting and retweeting Hashtags Other etiquette
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!)
Unique Visitors to Twitter.com by Age Demographic Jan 2010 Age Group Unique Audience Composition % 2 17 290,000 3.6 18 24 1,300,000 16 25 34 2,430,000 30 35 49 1,701,000 21 55+ 1,300,000 16 65+ 243,000 3 source: Google Ad Planner, 01/2010
Social networking
Facebook demogaphic chart
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
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
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
The future
Location based networking
Monitoring and measuring
Measurement Tools Web Analytics Rankings Bean counting Followers, members, fans Subscriptions, downloads, views Unique landing pages / click-throughs Calls to action Surveys
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?
Follow me! Regional Communications Manager Andrew Regan andrew.regan@biglotteryfund.org.uk www.facebook.com/pages/big-lottery- Fund-East-Midlands http://bigeastmidlands.wordpress.com/ Twitter @andrewbigem
Thankyou for your time Any questions?