lincolnshire heritage conference
DESCRIPTION
Slides from talk about social media to the Lincolnshire Heritage Organisations conference in Lincoln - March 1st 2013.TRANSCRIPT
Paul Webster (Twitter : @watfordgap)
1st March 2013
How to tell the world?
• What is social media, do I need it and how do I use it?
• Why should I use online marketing tools?
• What are the basic rules of digital marketing?
• How do I use online marketing tools?
• How can I get a simple website?
• Build conversations with
– Supporters
– Networks
And the best bit they are FREE!
How do I tell the world?What shall I tell the world!
Social Media is ...
Web 2.0 =Social Media=New Media=Social Networking
. . media rich, interactive, content served based on the reader's choice, open for comments and where immediate conversations are encouraged that can reach a wider group of visitors in seconds.
Marketing through collaborative conversations…..
Social media…is about pursuing relationships and fostering communities. Paul Adams, Google - http://thinkoutsidein.com/blog
'The Conversational Web', not a Broadcast. Listen more than talk
Is your organisation on Social Media?
No? Probably – Yes!
Are you using Social Media?
Does your organisation have a website … that is interactive?Have you got a blog?Do you use YouTube or Flickr?Are you on Facebook?Do you Tweet?Do you use web tools to improve organisational efficiency?
Have you checked?!How are you being represented? How are others marketing what you do?
Social Networking – the numbers
http://www.personalizemedia.com/the-count/
It's bewildering ...
why should I use social media?
No longer something to be brushed aside.
Free to use. But consider time
- 80% of internet users aged 18-24 have a Facebook or Twitter account as do 73% of those aged 25-34.
- 33 million people in UK on Facebook – so some may 'Like' your building
- 15 million on Twitter – some may Tweet their friends about your site
- as the 2nd most popular search engine a channel on YouTube may add an extra dimension to the restoration work you are doing
- with bite-sized blog readership increasing – that captivating story by a volunteer on the project may inspire others to help
- oh and then there is Pinterest, Linkedin, Google+, Flickr …..
• Increases speed of communication – no faster way to (Action) spread marketing messages than through social
networking. Less of a financial cost although ‘expense’ may be in time
• Widens message to people/groups that would normally (Awareness) be missed using more traditional methods – ‘viral’
marketing campaigns hugely powerful creating awareness extremely efficiently
• Deepens to build new and different networks – (Fundraising) communities of interest to bounce ideas off and
share experiences, increase commitment and fundraising for campaigning activity. Show understanding and start some conversations!
Think of a Marketing activity...How could it be helped by social media?
Generate on-line conversations, promotion and awareness (Change) about the work or latest campaign by the organisation Use RSS and Google Alerts to stay ahead of developments in your area of interest - build a ‘Listening Dashboard’
Joins together communities who are interested in similar (Action)
things, have the same likes or are striving for the same objectives. Tell your visitors and supporters about
your work in a new way
• Commoncraft Video explaining Social Media
T
Think of a Marketing activity...How could it be helped by social media?
But what advantage will it give heritage projects?
You are the content creator – marketing power back in the hands of the organisation. Need a phone … a camera … an audio recorder.
It will increase the number of people enquiring about your work who have only heard through social networking sites
Less burden on centre staff as you are marketing your information on line and event / resource bookings are possible too
Show the community you are there and what you are doing.
Tell your story - People like stories
Rather than a plain website, content kept fresh and up to date.
A two way communication link.
Projects in same area can communicate and share easily with other
The rules of digital marketing? Have a plan
• Know your objectives and what you want to say• Tell as many people about our heritage attraction
• Research where your audience are – do you know?• Survey and find out, work in spaces where your target audience are
• Plan how to use the tools – have a strategy• An opening event?, e-bulletin update? Do ‘as well as’ what you do
• Choose tool to match audience and implement• Look at what other organisations have done, what works elsewhere?
• Sustain the conversation and say thank you• Encourage people to return, keep it new, links from websites
• Engage with people on line, be receptive, respond, react
From Flickr – Claire Sutton and justinbaeder
Finding the right tool for the task
http://nptechuk.wordpress.com/sms-links/
Wordpress
Blog – short for weBLOG
Not just an on-line (sometimes) personal or project related journal
Also simplest way to get a full website
Don't worry it's not finished – some of the best blogs build as conversations Also - http://lincsheritageforum.wordpress.com/
www.projectmiller.org.uk
Two flavours - .com & .org
Open platform for community led content & story development
Contains text, pictures, video, audio and commentary on a chosen topic
Start conversations, get feedback from visitors, more informal than website
Multiple users can have permission to access website and add content
Other spaces – Blogger & Tumblr
Commoncraft Video - explaining Blogs
Other Website Building Tools
Ning – from £60/year
http://googlesites.org.uk - Free
http://onesite.madewithjam.org/ - £48/year
TwitterThink of it as being 'at a big party'
500 million accounts (140 million active) approx 34 million registered in UK
Fastest way to communicate news and create 'viral' campaigns
40% of tweets from a mobile
Hootsuite & Tweetdeck help you manage
Can you convey your mission in 140 chrs?
Follow Orgs @heritagelottery, @heritage_ngos & of course @lincsmuseums
Great for sharing and learning from a network of Peers or to inform local news
See the Content of the Tweet not the Tweeter & follow Words not People
'Flagging not Bragging' - use for research
Ask questions
Signpost to resources
Start conversations
# (Hashtag), RT (Retweet)
Dive in, follow & talk!
@gainsoldhall
Facebook64% of active UK internet users visit
33.2 million active accounts in UK
25.8 million views in March 2012
Profiles, Pages and Groups, its where many people search first – so be there
Over 1 billion accounts worldwide, half of the active internet population
30% check status as soon as they wake up
It’s the place where many, many people already network and share
Create a Group for invited network of Supporters, include docs & pictures
Set up an open Page for people to Like & see updates
Check Privacy settings and frequent changes
Link to Twitter & Blog
Just Have a page -- Use it share pictures- Use it to direct back to
main website
What you have done
What you are doing
AudiobooAnother way to let people know your news & interviews
Less bandwidth than video
Embed in website
Comments make conversations
Audioboo – 5 min recordings
Instant reporting when editing not a concern
‘Audacity’ is free software for recording and converting to MP3 to load to the web - http://audacity.sourceforge.net/
http://audioboo.fm/Bletchleypark
You Tube
23% of traffic originates from Facebook
3.7 billion videos viewed during January 2012
2nd most popular search engine
25% of audience is aged 15 – 24
We are all Content Creators & Good News Reporters
Anyone can be a content creator
Upload and edit videos in your own channel
Show Organisation is Genuine & has Personality
Increases Reach. If campaigning can be a bold call to action
Keep content Fresh
Social Media = Finding content uploaded by others .. keep looking.
Individual clips …… or a gallery.
Google Grants for charities to link to their website (not sell)
Free Google AdWords advertises your site for related keyword queries
Tracking dashboard
YouTube - Donate button, increased uploads & prominence
Google 'bids' to get exposure
'Experiment' marketing reach by starting Facebook advert
Sponsored Stories will post to their friends. Advert is a direct action to your website 6 'Likes' = 1 Action
Charging based on CPC clicks or CPM impressions
Av. cost per click $0.29(Web Trends Jan 2011)
Set daily spend budget (min is £1.00/day)
On PageMarketing
..even just to be noticed by a wider audience - get your organisation listed with 'Google Place' page
e.g. Voluntary Action RotherhamDerwentsideCVS & VB here
- Verified- Add Photos- List Offers- Streetview Maps- Show Ratings- Comments
Smartphone17% of households use as primary web
connection
Over 55% of UK mobile phone sales are smartphones – 28 million in use
Usage – 59% to check social networks, 49% to purchase
81% never turn their phone off
18% of Domino's Pizza sales are via mobile app
Foursquare8 Shelter Shops in Edinburgh
using it
Incentive to visit a location and become Mayor and maybe get bonuses
New badges released in UK frequently to collect as a game
Competitive gaming aspect will appeal to some
Online Annual Reports
PDF copies can be generated from webpages
Interactive stories from local projects
Greater scope for video and audio case studies
Can be more cost effective vs printing
Apps for Smartphones
Increasingly popular way people search for information
Link to enhanced content, maps, offers, video even visitor reviews
Make sure website is mobile friendly
Also...(Almost) whatever task you want to do there will be a website or service to assist you ...
Eventbrite
Mailchimp
QR Codes linking to website from smartphone
Doodle, Jing, Google+, Branch, Pinterest, ifttt … … maybe best left for another time!
Measuring Marketing Success- Check how many times links are clicked if using Bit.ly- Listen what's said about your organisation using Topsy- Monitor Google Analytics, Facebook Insights, Wordpress visits- Measure Tweetreach, SocialBro, Twentyfeet, Sparkwi.se- Visualize Infographics on Visual.y, Infogr.am, My Social Strand
BUT …. real success is not just about the numbers- Tell stories of real people and real changes- Find out how people heard about you- Build relationships & success by joining in conversations- Social media presence an reflection of your organisation- Engage press, funders, authorities with pictures and video
Say Thank You!
The Answer?Know your Message & go to where your Audience are
Select appropriate Social Media websites to use
Try out Cost and Time saving websites
Add links to your social networks in your email signature.
- on posters
- in QR codes
- be consistent
Do Better Things ….
….Do Things Better
Start small … what one thing could you try out now?
Unanswered Questions
Things you'd like to be able to do?
Anything else ….(Technology related!)
Any Questions?
My Guides and Links - http://nptechuk.wordpress.com/sms-links/
Media Trust All Our Stories - http://resources.mediatrust.org/microsite/allourstories
