Social Media 4 Service DeliveryIan Goodman

Digital Service delivery• Self-help solutions

• Smart Assistants

• Online assessments

• Live Chat

• Mobile device apps *

• Social Media *

ICE BREAKER• Name, job, one thing from today

• Questions you may have?

• Using social media to connect with socially, financially, digitally disenfranchised clients?

• Impact on the way we deliver services?

• Examples of advice organisations using social media?

#1.WHATIS

SOCIAL MEDIA?

“ Social media…is about pursuingrelationships and fostering communities.

Paul Adams, Googlehttp://thinkoutsidein.com/blog

Social media just now reached such a critical mass, it’s too hard to ignore.

You don’t want to be ‘that guy’ who refuses to adapt to change and loses touch with reality.”

JuliaRoyhttp://juliaroy.com

“

Social media is the vehicle by which men have finallydecided it’s cool – andvaluable – to open up,share, make friends andhave conversations. (Women have know this for eons.)”Diane Hessanhttp://Communispace.com

“

Social media is online media that starts conversations, encourages people to pass it on to others, and finds ways to travel on its own.Idealwarehttp://www.idealware.com

Photo: flickr.com/photos/briansolis/

#2.WHY DOWE NEED

SOCIAL MEDIA?

Why social media• huge and still growing

• cost-effective way to engage

• complements your existing comms

• Driving traffic, increasing supporters

• effective at some things, less effective at others

....if Facebook were a country, it would be the third most populated in the world, ahead of the United States.

Only China & India are more populated

The proportion of women aged 18-34 who check Facebook when they first wake up – even before going to the bathroom.

ONE-THIRD.

http://ansonalex.com/infographics/facebook-user-statistics-2012-infographic/

27 MILLION.The average number of “tweets” per day on Twitter.

THAT’S 8X LAST YEAR’S VOLUME.

24 HOURS The amount of video uploaded to YouTube every minute.

THAT’S MORE THAN DOUBLE LAST YEAR’S VOLUME.

4 BILLION.

THAT’S 13X MORE THAN THE LIBRARY OF CONGRESS.

The number of images hosted on Flickr.

NINETY-FIVE.The percentage of US companies using LinkedIn to find and attract employees.

59% use Facebook and 42% use Twitter.

#3.WHAT ARE WE TRYING TO

ACCOMPLISH?

•Define social media goals

•Define your audience

Over to you…

#4.SOCIAL MEDIATOOLS & HOW THEY

MIGHT HELP

Facebook

• Driving traffic to website

• Moving people to take action – advocate, volunteer

• Less success with direct fundraising

• Resource: min. 2 hours per week

Twitter

• Connect with like-minded organisations and people

• Cultivating new connections

• Huge reach, quickly

• Resource: min. 2 hours per week

Online video• Video can be compelling

• Start conversations, spreading the word, hosting user content, host a video channel

• Driving traffic to your website

• Resource: min. depends on what you plan to do

www.youtube.com/watch?v=wkbiUrhmNCE

Flickr

• Tells a story and moves people to take action

• Driving traffic to main website

• Resource: min. event specific, but new content helps

LinkedIn• Recently passed 100m users

• Professional networks

• Connecting with like-minded people

• Good fit for those supporting people in their jobs

• Resource: min. 2 hours per week

FourSquare• Location based

• Crowd sourced

• Driving traffic, both online and in person

• Building personal relationships

• Spreading the word

Other tools

• Google+ - grown quickly, non-profit potential unclear

• Ning – start your own online community (NAVCABoodle)

• Blogs – content is everything

#5.MOBILE APPS

& ADVICE

#6.CHOOSING TOOLS TO

MEET OUR GOALS?

Common Goals• Fundraising - promoting existing campaigns, engaging

supporters, clients, funders

• Advocacy – taking action, educating, thanking and celebrating

• Volunteering – conversation and community, reach new volunteers, celebrate current volunteers

• Events – promotion, during the event, post-event

• Online promotion and outreach – driving traffic, building lists (pledges, petitions), viral content

#7.WHAT AREOUR SOCIAL MEDIA

BARRIERS?

5. BarriersBARRIERS TO USING SOCIAL MEDIA…

•Skills

•Capacity

•Change factors

•Social media tools

•Strategy

•Inclusion of digitally excluded

Which tools?

Goal #1 Goal #2 Goal #3 Content:how easy will it be for you to produce the necessary content?

Expertise:how easy to get staff up to speed?

Total Rank

Facebook

Twitter

LinkedIn

Youtube

Hours per week you can commit to social media

Max. number of social media channels you can support

2

Where to next…?

Digital Story Telling http://ictknowledgebase.org.uk/digitalstorytelling

Social Media Planning Guideswww.idealware.org/

Common Craftwww.commoncraft.com

SocialSource Commonshttps://socialsourcecommons.org

Where to start…

Twitter @LasaICT

Lasa ICT Knowledgebasewww.ictknowledgebase.org.uk

Monthly e-bulletinwww.lasa.org.uk/publications/ict-publications/

Eventswww.lasa.org.uk/ict/lasa-technology-events-and-conference-programme-2012/

Stuff Lasa does

Credits

This presentation is remixed and adapted from “What the F**K is Social Media” by Martha Kagan of espresso.com under Creative Commons Licence Attribution-Non-Commercial 2.5, and added to with nuggets of our own received wisdom (yes, really).

All images are from iStockphoto.com unless otherwise acknowledged.

http://creativecommons.org/licenses/by-nc/2.5/