Social Media in Communities Peterborough 13 July 2012

Prof Edward Truch – edward.truch@gmail.com

Dr Didier Soopramanien – dgrsoop@gmail.com

Contents

2

Section Slide

1 Workshop results 3

2 Presentation - social media in communities 10

3 Case examples 57

4 Learning resources - social media 67

5 Appendix – survey and planning forms 70

Survey results and actionable insights - from Peterborough workshop on 13 July 2012

Summary

3

Benefits already enjoyed by participating organisations - as reported in survey at workshop start

4

Communication

Ability to communicate quickly and widely

Two-way communications within the group

Feedback from people not directly connected

Collaboration

Integration with member groups

Sharing events and news

Networking opportunities

Exchange of ideas

Working together on joint projects such as

exhibitions

Recruitment

New volunteers

Information

Feedback on work-in-progress

Informing people about activities

Ability to gain more information

Easily spreading news

Visibility

Reaching a wider audience

Publicising events to a wider audience

Recognition

Brand recognition

Raised profile of individual members

International recognition

Promotion

Advertising

Easy promotion of events

Wider publicity

Selling work online

Promoting courses and programmes

Picked up by regional media

Fundraising

Donations

Brings awareness to clients of funding issues

(CAB)

Important factors in encouraging people to use Social Media - as reported in survey at workshop start

5

Confidence

Showing it is not scary and most people can

use it

Confidence about what to write

Empowerment

Empowering people to use on behalf of their

organisation

Trust

Accords with the values of the organisation

Correct information passed on

Individuals are trusted not to misuse

Training

Familiarisation and training provided

More knowledge about how social media

work, even at basic level

Communication

Giving regular reminders to blog

Easy to find information about people

Don’t clog up with social drivel

Planning

Build a plan with clear guideliines

Designated staff to update and monitor social

media

Resources

Easy access to Internet and appropriate equipment

Allow people time for social media

Content

Find and develop original content to post

Keep dynamic, valid and relevance

Effectiveness

Making sure it has a positive impact on the

organisation

Showing that social media are not a waste of

time

Demonstrating that it is effective in achieving

aims

Barriers to using social media - as reported in survey at workshop start

6

Knowledge

Lack of know-how and skills

Don’t know where to start

Need best practices: what to do, what not to

do

Lack of computer literacy

Time

Fear of amount of time that will be taken up

Lack of time to keep it vibrant

People see social media as a black hole for

time

Privacy

Concerns about loss of privacy

Fear of breaches of security and

confidentiality

Age

Many older people are reluctant to start using

social media

Innovation

Old fashioned lifestyle

People who are not on the same wavelength

Feeling it is a necessary evil rather than liking

it

People who are against and slow to adopt to

changing environment

Intellectual property

Doubts about how to protect content

Concerns about opening up to disrepute

Benefits

Doubts about benefit from using social media

Actionable Insights - gained during workshop sessions

7

Training

Time management for social networking

Use social media to learn about social media

How to avoid pitfalls

Roles

Guidelines that define usage for members

Time/people allocation

Assign an action/role to engage membership

group

Set up Facebook and Twitter with designated

users

Research

Track how other organisations use social

media

Research groups with similar values

Investigate new forms of social media

Activities

Create wider events

Set up competitions

Content

Interviews with public can be used a blogs

Plan stories and blogs for what stories to promote

Competitions to engage people with Facebook and Twitter

Monitoring

Twitter searches to find out what people are talking about

Grade and investigate usage

Specific media

Use of Facebook/Twitter vs. blogs

Be selective for each website page

Start Facebook group

Use YouTube as a means of communication

General Insights - gained during workshop sessions

8

Strategy

New ways of communicating with Society

One size does not fit all

Use mix of methods including traditional ones

Create a social media policy

Don’t spread yourself too thinly

Re-use stuff especially images

Assets

Link ‘physical’ events with social media

Same information on all sites

Social media is another communication

channel

Evaluation

Awareness and evaluation of where we are

Identify ways to evaluate benefits

Challenges

Many challenges and constraints

Find solution for core challenges

Acknowledge vulnerability of organisation

Development

Social media is fast moving

How modern technology is moving forward so

fast

Platforms

Social media need not be primary channel

Use tools like TweetDeck to monitor and post

Investigate WordPress – open source website

builder

Wide scope of YouTube

Benchmark - survey of all workshop participants

9

Social media in communities and findings of earlier Peterborough research

Presentation

10

11

12

Keeping on top of email flow

13

New ways of working

Source: Tuckman 1965

New expectations

14

Traditional engagement

15

Two-way engagement

16

Lateral engagement

17

Social Technographics Ladder

Source: Forrester Research

18

Effective community

19

http://www.slideshare.net/stephendale/cop-conversations-to-collaboration-presentation

20

Community of Practice

Source: Etienne Wenger (2003)

21

Community of Practice

- in operation

22

Communities of Practice in Government

- UK example

http://www.communities.idea.gov.uk/welcome.do

23

Government Intranets

http://www.interact-intranet.com/customers/industries/local-government/

24

Classification of social media

Classification of Social Media by social presence and media

richness

25

Functionality and implications

26

27

Visualisation tools

28

Multiple-stream scenario

29

Key Questions

Who manages your social media strategy?

Do you know what the public are saying about you on

Facebook? What about on Twitter? LinkedIn?

Do your people know what they’re allowed to say (and not

say) about your organisation when they are online?

Do you know how to sustain a meaningful conversation with

customers and other stakeholders?

How will you create content that people will find valuable and

engaging?

30

Implications

New approach to managing the whole organisation

Need to integrate social media

Budgets and resources adjusted

Every person within the organisation will have a public facing

role

New social media roles

Job descriptions need to be adjusted

Performance evaluation and rewards need adjusting

31

Implications

Many established management methods are ill-suited to deal

with citizens who

No longer want to be talked at, but

Want organisations to listen, engage and respond

Each of the 7 functional building blocks have important

implications for how organisations should engage with social

media

Organisations can monitor and understand how social

activities vary

Building “social authority” and trust

32

Getting started

1. Start by listening (monitoring)

2. Start small

3. Deliver on your core values

4. Create value for citizens

5. Facilitate sharing

6. Keep it exciting

7. Keep it relevant

8. Keep it accurate

9. Keep listening

33

Organize for different types of openness

34

Organic - Natural growth requiring few resources

- Deep adoption

- Non-consistent

- Eg. Humana, Microsoft

Centralized - One department controls all efforts

- Experimental, fast moving

- Not spread or used broadly

- Eg. Starbucks, Ford, Dell

Coordinated - Sets rules, best practices, policies

- Each department executes

- Takes time, not cutting edge

- Eg. HP, Red Cross

35

“Find us, Follow us,

Watch us and….”

#Peterborough

Some initial reflections on interviews and secondary research

We are currently testing what SUITS our

needs

Yes, there is a steep learning curve at the

start but it’s worth the effort

“Selling” social media internally (difficult)

“What is wrong with our current media

channels?”

36

It’s free (cheap) and a lot of people are using it

Bring us to the 21st century….

What would we do without it?

A way to get the young people involved

Enabling us to reach a new and wider audience

37

http://www.guardian.co.uk/voluntary-sector-network/community-action-blog/2012/mar/01/social-media-empower-

communities?INTCMP=SRCH

“It makes community activity much

more visible. Simply being able to

observe means a wider group of

people are informed, even if they

choose not to take their

involvement further”

38

When does social media become “local

media”?

Hyper local media

"Online news or content services pertaining to a town ,

village single postcode or other small geographically

defined community”

From Damian RadCliffe in Here and Now: UK Hyperlocal Media Today

The full report can be downloaded from NESTA http://www.nesta.org.uk/areas_of_work/creative_economy/destination_local/assets/features/here_and_now_uk_hy

perlocal_media_today

39

40

From Here and Now: UK Hyperlocal Media Today 41

Taken from Here and Now: UK Hyperlocal Media Today

42

43

44

Social media was not really invented

for community engagement

It was not invented to sell products either!

45

We are not selling a product but we can

still use it for branding

Social media can be used for a more

“personal[human] conversation”,

somebody has taken the time to write the

blog or the tweet

Storytelling (community reporting) as a

driver of change and engagement

46

What is the added value to engage with

social media? “why should I put the

effort?”

Why should I switch the channel of

information?

Difficulty in getting people to switch from

one

medium (newsletter) to the other (website

online)

47

Definite acknowledgement that social

media needs more attention and resources

(compared to just having a website)

It’s dynamic and agile (are you prepared for

this?)

Regular tweets or monitoring members’

conversations

Think of a website where the content is old

48

The same rules apply for businesses

Authenticity and credibility remain important for

engagement

Authenticity and Credibility are established

INITIALLY offline

Conversations discussions (comments) “arguments”

can actually enhance credibility and authenticity

(enabled by social media)

49

Initially perceived that it’s for the youngsters

and also perceived as a “toy”

Risk of using social media

Privacy and personal information

Technology and attitude towards technology

50

We are aware that some of our members

are not using/engaging with social media

Not a substitute to traditional media

We still need a website, occasional

advertising in local newspaper or the

newsletters are still important

51

Can we start to think of a

for community groups?

OK, you have heard this before:

“One size does not fit all”

However, we can still learn from others

52

Elements of a content,

communication and conversation

strategy -What are my objectives (short and long term)

-Resources that we have and will have (and may not

have in the future)

-We want people to know who we are and what we do,

BUT WE ALSO WANT THEM TO DO SOMETHING

-who are we “talking” to and conversing with?

53

Elements of a content

communication and conversation

strategy

-We need to have “interesting” stories (that will trigger interest-

“catalyst”): WHAT MOTIVATES PEOPLE: “A GOOD

CAUSE..REASONS TO GET ENGAGED”

-Remember that social media is agile and dynamic (BE

PREPARED)

-Don’t forget the key word here: not media BUT SOCIAL!

Social is about letting people participate, no longer pushing

information (more openness can enhance credibility and

authenticity ) CO-PRODUCTION

DON’T FORGET YOUR WEBSITE (IT’S STILL THE MAIN POINT OF

“CONTACT”)-search is still directed to websites!

54

• The concept of “Social” Business

• What does it mean for an organisation to become

“Social”?

• What is the value of becoming Social?

What must change for an organisation to become

social?

55 http://www.ibm.com/smarterplanet/global/files/us__en_us__socialbusiness__epw14008usen.pdf

Digital

Engagement Real Engagement

56

Case Examples

How organisations use social media

57

http://www.oxfam.org/en/video/2012/food-crisis-sahel-impacts-drought-pastoralist-communities-chad

Use of story telling

http://www.proximitylondon.com/work/rnli/

Won numerous awards by engaging youth bloggers through mystery packages

Clever use of word of mouth online, watch the video at the bottom of the page to this link

http://www.proximitylondon.com/work/rnli/

http://www.guardian.co.uk/voluntary-sector-network/community-action-blog/2012/mar/01/social-media-empower-

communities?INTCMP=SRCH

This article in the guardian has some interesting links to other reports including the link on the next

slide

“It makes community activity much more

visible. Simply being able to observe means a

wider group of people are informed, even if

they choose not to take their involvement

further”

http://www.youngfoundation.org/files/images/Local_2_0_FINAL.pdf

Report on use of social media from the Young foundation (new May

2012); includes some interesting example

http://askbristoldebates.com/about/

How citizens debate about local issues

http://communityreporter.co.uk/location/west-yorkshire/huddersfield

http://communityreporter.co.uk/

http://www.newsomegrapevine.org.uk/blogs/local-events/bring-fix-10th-july-2012/

People in the community helping each other to “fix things”

Report on Participation and what motivates people/citizens to get engaged

http://pathwaysthroughparticipation.org.uk/

http://www.youngfoundation.org/files/images/Listen__Participate__Transform.pdf

Interesting report on social media and local government includes some interesting examples

Learning Resources

Social Media

67

Strategy and planning

68

Social media revolution 2011 http://www.youtube.com/watch?v=3SuNx0UrnEo&feature=youtube_gdata_player

Social media revolution 2012 https://www.youtube.com/watch?v=0eUeL3n7fDs&feature=youtube_gdata_player

Social media strategy for non-profits – Part 2 (22 mins. length) http://www.youtube.com/watch?v=of20PWHhT7o&feature=youtube_gdata_player

Social Media business plan http://www.youtube.com/watch?v=KzVjIsTIgkE&feature=youtube_gdata_player

Winning formula for a social media strategy – Part 1 http://www.youtube.com/watch?v=WpVBCa4wlyI&feature=youtube_gdata_player

KLM Social media strategy http://www.youtube.com/watch?v=Ehmg3MxLBXI&feature=youtube_gdata_player

Planning your marketing campaigns and save time (free program Hootsuite) http://www.youtube.com/watch?v=S38RJGc9sAU&feature=youtube_gdata_player

Facebook and Twitter for Seniors https://www.youtube.com/watch?v=DSojEb7Fvjg&feature=youtube_gdata_player

Top ten social media disasters 2011 https://www.youtube.com/watch?v=hsYMFSR9CUQ&feature=youtube_gdata_player

Social media policy – employee training http://www.youtube.com/watch?v=_xm06FB0Rao&feature=youtube_gdata_player

Learning Resources

Twitter

How to set up a Twitter account

http://www.youtube.com/watch?v=e3-hy_VgLTI&feature=youtube_gdata_player

How to use Twitter

http://www.youtube.com/watch?v=J0xbjIE8cPM&feature=youtube_gdata_player

Twitter marketing tutorial (part one)

https://www.youtube.com/watch?v=sFIqswuFO1w&feature=youtube_gdata_player

Facebook

Understanding and managing your timeline

http://www.youtube.com/watch?v=-hFL896n0Hw&feature=youtube_gdata_player

Facebook for Seniors

https://www.youtube.com/watch?v=7w5xGGfrAoo&feature=youtube_gdata_player

Linked-In

Linked In – start conversation with Linked-In groups

http://www.youtube.com/watch?v=F5CF1FEm_oA&feature=youtube_gdata_player

… and many many more on YouTube and elsewhere on the Web

69

Appendix

Forms used in benchmark survey

and planning exercise

70

Benchmark Survey

71

Action Plan

72

Core Function 1 Fundraising

Role of Social

Media

Connect with potential donors

and demonstrate case for giving to us

Main Action

Set up Facebook and Twitter and provide regular info to

engage potential donors

Resources

Jane on Twitter, me on Facebook, John for photos etc.

Need smartphone apps plus PC software for posting and

monitoring, e.g. TweetDeck

Next Steps What When

1 Meet with Jane and John and agree plan and

roles

mid-Jul

2 Identify existing content for SM end-Jul

3 Create list of future stories end-Jul

4 Start monitoring SM activities of similar

organisations

immed

.5 etc.

Example of Action Plan for one core function

73

Actionable Insights and Feedback

74