Transcript How you can use Social Media to engage young people

How you can use
Social Media
to engage
young people
Sue Fidler Ltd
e-consultancy for charities
[email protected]
07889 350285
www.suefidler.com
www.charityemail.com
www.facebook.com/suefidler
twitter.com/SueFidler
twitter.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?
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Why is social media
so different?
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All of these “technologies” are one to many
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Internet, email, blogs are still one to many
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Web 1.0 was…
• Still one to many
• just
• faster
• cheaper
• more widely available
• more accessible
• global
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What changed was that we could “all” be publishers
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Web 2.0 is a
many to many revolution…
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What do we mean by
social media ?
Sue Fidler
www.convio.com
Sue Fidler
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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.
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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.
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Blogs: Wordpress, Typepad, Blogger, Convio Content Management System
Blogs 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.
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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, Whrrl
Geolocation 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.
So just how popular are they?
• 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.websitemonitoring.com)
• More than 126 million blogs are on the Internet.
(http://www.blogpulse.com)
www.convio.com
Sue Fidler
www.convio.com
Sue Fidler
In every generation more than 80% of people think
friends asking them to support a charity is an
acceptable 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.com
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Facebook:
38%
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http://www.andersonanalytics.com/
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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
Source
via Mobile Site
11%
Permission
Policy
100% auto
via Widgets
via Facebook App
4%
12%
59% pre-checked
100% auto
via Facebook Links
2%
85% pre-checked
via Twitter Links
1%
76% pre-checked
via YouTube Links
2%
76% pre-checked
via Flickr Links
0%
90% pre-checked
via Habbo
via Stardoll
2%
6%
84% pre-checked
84% pre-checked
via Online Ads
2%
84% pre-checked
10%
49%
-
86% pre-checked
86% pre-checked
86% pre-checked
via Search
Other
TOTAL
% of Total
Permission
Stardoll generated more signups than Facebook, Twitter and YouTube combined
Duane Raymond - Fairsay
Alexa's website audience profile for 1GOAL shows that it was disproportionally
(vs. the Internet norm) young and female.
Duane Raymond - Fairsay
2) be there
- and get found
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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
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3) Be appropriate
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4) learn the etiquette…
and earn their trust
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http://www
g
http://www
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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.com
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5) use your website a base..
to sign up, volunteer etc
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6) use social media as a tool
to spread the word
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7) Be friendly
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Write as a person
Talk to people as friends
Less formal than “corporate style”
Build a relationship
Personalise where possible
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8) Keep it fresh
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9) always respond –
to messages, tweets,
comments, mentions
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• Monitor what people are talking about
use the group as a forum to express your organization’s
stance on certain issues. They will usually respect and
appreciate your authority.
• Respond to everyone
no matter what the question or issue. People love having an
actual person to connect to from an organization, and twoway 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
The four I’s:
• 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.
Beth Kanter Care2
And finally...
Have clear rules of behavior
and escalation policies
Sue Fidler
The Habbo Way is like a code of conduct, a guide to how Habbos
should act in the Hotel. Habbos who break the Habbo Way are
not 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
Ask yourselves –
What do we want to use social networking for?
Who is your online community?
What are they looking for?
What tools suit the audience and purpose?
How will you manage and monitor ongoing communications?
Sue Fidler
Key Activities–
Listen – find out what they are talking about
Share – useful information they want
Engage – in the conversations already going on
Drive – traffic to your site to recruit
Respond – when they talk to or about you
Sue Fidler
Volunteering
• Do-it knowledge bank
https://www.do-it.org/product-support/resources
• "Protection and Safeguarding" theme of the Good Practice Bank
http://www.volunteering.org.uk/resources/goodpracticebank/Core+Them
es/
• Involving Young Volunteers: a toolkit - Timebank Energise
http://www.volunteering.org.uk/resources/goodpracticebank/Specialist+T
hemes/Youth+Volunteering/
• Generation V: young people speak out on volunteering - Volunteering
England
https://ecommerce.volunteering.org.uk/PublicationDetails.aspx?ProductI
D=V304
• Taking The Lead: young people and volunteering - UK Youth
http://www.ukyouth.org/whatwedo/publications/allpublications/Taking+t
he+Lead.htm
Sue Fidler
Sites:
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Infocow http://www.infocow.org.uk/
PLATFORM2 http://www.myplatform2.com/
Youth Action Network http://www.youthactionnetwork.org.uk/
Connexions-direct http://www.connexionsdirect.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
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IBT “The World in Focus
http://www.ibt.org.uk/all_documents/research_reports/TheWorldinFocus.pdf
#view=FitV
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nfpSynergy Who Volunteers November 2008
http://www.nfpsynergy.net/includes/documents/cm_docs/2009/w/who_volu
nteers_nfpsynergy_2008.pdf
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Hype vs. Reality: What digital channels are the most effective in 2010?
http://fairsay.com/blog/hype-vs.-reality-what-digital-channels-are-the-mosteffective
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Nonprofit 2.0: The Four I's to Measure Social Media
http://www.frogloop.com/care2blog/2010/6/25/nonprofit-20-the-four-is-tomeasure-social-media.html
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CONVIO - GOING SOCIAL Tapping into Social Media for Nonprofit Success
http://www.convio.com/signup/guides/social-media-guide/sm-guide2010.html
Sue Fidler
Social Networking - monitoring
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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 Ltd
e-consultancy for charities
[email protected]
07889 350285
www.suefidler.com
www.charityemail.com
www.facebook.com/suefidler
twitter.com/SueFidler
twitter.com/CharityeMail