Photo credit: Howard Lake
I was lucky enough to be at the Third Sector Digital Media and Social Media Convention 2011 on Monday and Tuesday of this week. All round, it was a great 2-day event and below I’ve summed up what I’ve found/want to highlight/learnt/am now using.
Fundamental fears are: loss of control, public criticism.
However – Organisations have already lost control of their message/brand/etc online, they just may not know it. And this is of course amplified massively if there’s no engagement at all.
If you don’t think you’re being criticised online – you’re not listening.
Peter Barron (Google)
48 hours of video are uploaded to YouTube ever minute.
Peter’s list of tools you should be using:
Public Data Explorer
Gapminder (my geography teacher would be proud)
(may have missed a few, as I only wrote down the ones I didn’t really know – the 1st 3 on that list)
Day 1 Q & A (sorry, can’t remember who said what)
Those who screw up Social Media are those who screw up whenever they open their mouths.
You don’t necessarily have to build communities, just tap into existing ones.
Build you ‘campaign’ – Rob Dyson (Whizz Kidz)
It all started with tupperware….
Tell your stories everywhere.
If you’re not on Facebook or Twitter, then the people who tell stories (on the social media) remain as names in a filing cabinet. This way, you build tupperware champions.
Influence the influencers – Steve Davies’ blog has a list of journalists on Twitter.
Talk back, and always show support.
Reference pop culture by joining a conversation relevant to your cause.
RAF Benevolent Fund – 1940 Chronicle
A big part of the strategy was online influencers, but many were small/medium sized – you don’t need Stephen Fry!
The idea moved very quickly from initial thoughts to reality and implementation. Not much policy in place, and mainly done on trust by senior people/trustee’s.
Sarah Dyer (Beatbullying)
Data protection laws are struggling to keep up with tech, so often form a barrier to moving towards service delivery digitally and via social media.
Deep, detailed analysis is carried out accross all data, and each users ‘journey’ is tracked carefully.
After several years (3?) they’re completely re-building the platform from scratch to take advantage of lessons learnt.
Cost of 1-2-1 intervention with a child:
Offline: £600. Phone: £250. Online: £60.
Day 2 Q & A
Run monthly “Digital Focus Groups” of digital champions from accross departments of the organisations. These can discuss digital issues as they come up, talk about current issues etc etc. Great idea!
Blogs are more targeted than people – a larger percentage of the readership are genuinely interested.
A hockey-stick style graph represents traffic flow from search engines long after initial spikes when published.
learn.wordpress.com includes writing aswell as technical tips.
Promoting is equally as important as writing – and the 1st place to go with a new blog is your newsletter with it’s existing subscribers.
Twitterfeed can make things look bad – if you’ve just written a whole blog post – surely another 140 characters won’t hurt!
Using Facebook (Shelter Box)
Understand > Plan > Execute
Find a way to give people news – something they’re interested in.
Objectives of ShelterBox’s page: Awareness; Traffic; Loyalty; indirectly – donations
Long URL’s are clicked, on average, 3x more than short ones.
How to talk: be open, transparent, honest, remember tone of voice. Show don’t tell.
Centralised administration of page has worked well – only 2 admins.
Let me know what I’ve missed/got badly wrong :p and big thanks to Shirley and everyone at Aspire for organising it!