http://www.youtube.com/watch?v=wrrm9-AnACg

Transcript:

This is a video from Connect, Communicate, Change: Social Media for the Non-Profit Sector, at www.connect-communicate-change.com.

Hi, this is Philippa Willitts from Connect Communicate Change: Social Media for the Non Profit Sector.

Today I want to reassure people – I know a lot of people who are very frightened of social media. They feel like it’s overwhelming, there are too many options, they don’t understand it, they don’t know what to do, and I want to provide a bit of a reassurance that actually, it’s not scary as you think it is, and you already know more than you think.

First of all you have heard of Facebook, you’ve heard of Twitter, you’ve heard of YouTube, you’ve heard of blogging, and there’s a good chance you actually know what some of those are. You know what YouTube is, you know that it’s the place to go to look up videos, you know that there is music on there, there are talks on there, there are millions of cats on there. You know what YouTube is and it might be difficult to immediately think of a way that your non-profit organization could use YouTube but you know that it exists, and that it’s an option.

Then there’s Facebook. You might be on this yourself, to keep in touch with your friends, or to keep an eye on what your kids are doing, or to play games and farm all day long. But even if you’re not on there yourself, you know that lots of people use it, you know they use it to keep in touch with people, and to share stories, and share news, and share their photos. So even if you don’t use it yourself, or even if you can’t quite imagine how your organization can use it, you probably know about Facebook than you think.

Then there’s Twitter, there is the widespread misconception that Twitter is primarily for posting about what you had for breakfast. The reality is if the people you follow who post what they had for breakfast then you’re probably following the wrong people, unless it was an exceptional breakfast. But you probably know whether you use Twitter or not, you probably know that it’s another way of communicating with people. You can chat with people there, and that there is a character limit in the messages that you post, so they have to be short. You may or may not know that that’s 140 characters but it is. Every message on Twitter has to be less than 140 characters and so people communicate with each other, they chat with friends, chat with other Twitter users, and also share news, share stories, link to interesting things they’ve read, programs they enjoyed, books they’re reading.

So whether or not you use YouTube, Facebook or Twitter, you do have an idea, at least, of what they do. So you do know a bit about social media.

The other key aspect of social media that you have almost certainly heard of is blogs and blogging. You know that they are websites where people can write posts, and that they appear chronologically, and that some blogs are personal, people write about their day, people write about raising their kids. Some are based on an interest like there are blogs about crafts, so some people blog about knitting, some people blog about baking, some people blog about their favorite TV programs. And then you probably also know that there are business blogs as well, where companies write blogs about – now this can vary, it can be blogs about “we’ve got a new promotion and if you use this code you get 10% off”, or “check out our new range of jeans”. Another type of company blog is more personal so it’s written by staff of a company, but not directly promoting their products.

So even before I told you that, you know that blogs exist, and that blogs are social media because it’s about using a medium to be social.

You may know what LinkedIn is; you might have used it if you are looking for a job, or just because you were invited to it, and you signed up and you never looked again.

You might know what Flickr is, which is a photo-sharing website.

You might know what MySpace is; you might have heard someone talk about their Klout score.

You might have heard about Google+ and the sudden interest in it, and people not being quite sure what it means and where it will land in the market against Twitter and Facebook.

You might have heard of, well you’ve probably heard of Wikipedia which is a massive online encyclopedia edited by anyone. So if you have an expertise in something, you can go to Wikipedia and provide information. You might have also heard of it because sometimes, because of its nature, because it’s open for anybody to edit, that function sometimes is abused and so occasionally errant untruths are placed in otherwise truthful articles and you hear about this when a journalist is lazy and uses Wikipedia for their research, and one of these errant untruths ends up in The Guardian or The Daily Mail.

So while you might feel a little wary about launching your organization on social media, it’s probably not that you don’t understand social media as much as you might think it is, it might be more that you’re overwhelmed by the options, or you’re scared of doing it wrong, or all you know about Facebook is what you already do on it personally and you can’t see how that could work at work at all. It’s not that you’re clueless about social media, you almost certainly have an idea of what some of the main key social networking sites are on what they do, and how they are used, it’s just a matter of working out which ones to use for your organization and how best to use them. Thank you for listening.

Thank you for watching. Visit our website at www.connect-communicate-change.com for information about, and insight into, social media for the voluntary and not for profit sector.

I am pleased to announce that two videos now have full transcripts, these are:

• How Non Profit Organisations can Benefit from Social Media (Video)
• Social Media and Non Profits: You Already Know More Than You Think (Video)

You can find all the ways to follow Connect Communicate Change on our follow page.

Having more followers is the best way to get your message out – the more genuine followers you have, the further your message spreads, and the more people can find out about your charity, what you do, how they can help, or how they can donate.

So in this video I have explained exactly what you need to do to start building a good base of people following you back on twitter.

httpv://www.youtube.com/watch?v=WEM-IJZTUNw&feature=youtu.be

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You can see the flickr accounts of the organisations I talk about here:

• Freshfields Animal Rescue (Wales)
• Donkey Sanctuary Press Images
• Donkey Sanctuary Egypt Photo Story

httpv://www.youtube.com/watch?v=NM0epAE9lig

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These days we spend with impunity online, and I was interested to see from this infographic from Network for Good that that has translated to our online giving as well. Whereas in 2001 only 4% of people had given online, in 2011 this had risen to 65%.

As well as researching how much people give financially online, Network for Good have also looked at how people ‘donate’ support to a campaign through social media, finding that 40% of people ‘feel they can help get the word out about a social issue or cause through online social networks, like Facebook, twitter and blogs’. This is a great example of how people feel involved and engaged with non profit causes by utilising the tools provided by social networking.

It is really useful information if you are hoping to use social media to assist in your organisation’s fundraising efforts.

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Have a look at the statistics about the other social media websites below too. Do you draw any conclusions from the statistics?

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• 510 comments posted 293 000 statuses updated and 136 000 photos uploaded every minute

The top 10 occupations represented on Google+ graphic is quite telling – there are lots of computer- and technology-based jobs represented, suggesting that it is still rather a ‘techy’ network. But don’t let this put you off. It is likely to grow in popularity across all demographics, as it becomes more established, so having a Google+ presence early will be a major benefit for your organisation.

Don’t forget to circle me on google+, and circle Connect Communicate Change, too.

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Instead, there are tips and tricks you need to know, to use the most targeted strategy to find a core group of people to follow and begin networking with. In this video, I explain exactly how to do that.

httpv://www.youtube.com/watch?v=X851vtAIaqw

Video Transcript:

How to Find People to Follow on Twitter – from Connect Communicate Change

This is a video from Connect, Communicate, Change…social media for the non-profit sector at www.connect-communicate-change.com

Okay, so last time we talked about the vital first fortnight, the vital first 2 weeks, when you set up a Twitter account ,and exactly what to do and what not to do. So if you haven’t seen that, I strongly recommend going back and listening, watching even, again because today’s talk carries on from there.

What I’m talking about today, is how to find people to follow on Twitter. Not surprisingly, the first place to start to find people to follow on twitter is Twitter itself. Bearing in mind that you’re doing this after the vital first fortnight, it’s important that you don’t do this instantly when you just set your account up. This is after you’ve done the first fortnight’s work.

So you go to Twitter, and you think about what the keywords are that describe your organization and what it does. So as an example let’s say you are a cancer research charity, so what you want to do is go to this search box at the top of the screen and type in one of these key words. So let’s say “cancer research” and then you search.

Now, you see the first result that comes up is Cancer Research UK and they’d certainly be a good person to follow, you can click and have a look, and you can see that they’ve sent nearly 4,500 Tweets. They’ve got 27,000 followers, and they’re following about 10% of those. So don’t expect a follow back particularly, but it’s an important one to follow because there are things you might want to re-tweet like this one and you can see also with this that they are interactive, and they do – it’s not just automated tweets coming from an RSS feed – you see they re-tweet, they reply, so they’re interactive. So, what you will do is click follow.

Now you could see here that a list comes up of similar two-counts research, now arthritis care might not be that relevant for you too, fight cancer now might, race for life might and can click on any of these and get to see them, and decide, again, from looking down their Twitter feed whether this is an account that suits what you do. With this one, I wouldn’t follow because the last tweet was sent on the 20th of July, the one before on the 20th of April. Some people would follow anyway, but for me no I wouldn’t.

But what I want to do now is go back to those search results. So say you followed them and then beneath that you can see all these different Tweets from people who mention the phrase “cancer research”. So, you can have a look down these and see if anything, anyone catches your eye. Some like that are promoting something that’s fund raising, this is a, let’s have a look. This is, ok, this is a vintage jewelry shop and this weekend they’re giving 50% of all their purchases for cancer research. So that might be something you want to share or it might not be. It depends on whether the overall pattern of Tweets is something you would appreciate seeing. So a lot of it is promoting her business which is fair enough, it’s what she set up the account there for but it just might not be someone that is dead suited what you’re doing. So let’s keep going down.

Now this looks interesting, Fund Raising Ideas Account, what you can do, rather than right click and open in a new tab, is just click it and you get a partial view of their account here. So it’s Fund Raising Ideas, it’s based in the United Kingdom and what they do is bring together a few sources of info on fundraising and fundraising ideas, hoping it helps one of the good folks in the charity fund raising sector.

Now I actually already follow them. So again you could have a look down and you might think “yes, that would be interesting for my charity”. You see lots of Cindy Crawford tweeting about cancer research, it’s a very popular topic, lots of events being advertised.

The other thing you can do, if we go back to cancer research page, you can have a look at who they follow. That can be very useful actually, you see they follow Daniel Radcliffe from Harry Potter, go down, every man cancer, saving men’s lives by raising funds to research into prostate and testicular cancer. So again if that’s relevant to what you do, you can follow them. You can retweet their petition, you can see again that these are interactive people which is something that a lot of people look for. Similarly bowel cancer – is that relevant to you or you particularly focused on breast cancer, say? Even if you are, it can still be worth making that connection and networking with those people.

So that’s two ways of finding people to follow. One is searching for your key words. The other is to find one of the main key players your area and look at who they follow.

Now a third, still on Twitter itself, is looking again at Cancer Research UK. This says ’901 listed’. Now what this is, is when you follow people or even when you don’t, you can click this little person icon and add to list, and when you do this you can add people, as it says, to a list, and these lists can be anything. So if we click and see, this is basically 901 lists that people have added Cancer Research UK Twitter account to. So if we click on that, so here we have the list that people have added Cancer Research to and anybody can add anybody to a list. So these are quantum sustenance, I don’t know what that means, someone has added this person @btviewpoint has added Cancer Research UK to a list called health care, @spideronline has added them to a list called charities, as has @jokingman, and charity and good causes, influential people, cancer medical providers, UK charities, you can see – however – if you’re following someone and you want a concise list of all the people you have similar aims and objectives you can create a list. So if we look down you can see there’s a theme a lot of people are adding cancer research to lists of good causes and charities and cancer related ones.

So if we have a look say, @gemmacullen30 has a list called charities. So if we take a look at that what you get is, the first screen you get is this, which is a feed of the latest posts from the people on this list. So the blue cross 6hours ago wrote that, cancer research UK wrote that, and you can then click here, following 15, and it gives you all the people that this list follows. So there’s the McGrath foundation, money raised funds breast care nurses in communities across Australia, as well as increasing breast awareness in younger women. And you can click through to see more or you can just think that sounds exactly what I’m looking for and click follow straight away.

We know about cancer research UK, so the next one down is Breast Cancer Care, a UK charity for anyone affected by breast cancer. And again you can click through for more or you can just click follow. There’s also cats protection, miscarriage association, Blue Cross, Headway, and so on.

The other thing you can do is click follow this list, in which case you will have, from your homepage, a list of the lists you follow which you can click on at any stage and see this feed.

So that is 3 ways of finding people to follow directly from the twitter website itself. So it’s search; it’s finding the big player and seeing who they follow; and it’s also looking at the lists they’re in, in which people group like tweeps together, and having a look at those to find like-minded people. So that’s one way to do it. Well, three ways to do it.

And I’m going to show you one other way of finding people to follow and this website is called Followerwonk. Now what this does is it allows you to search people’s bio, so that’s this section here, which is harder to search from Twitter itself. And Followerwonk is a free service which is new, but it looks like it’s going to be quite good. So again, carrying on with the same search term as if you are a cancer charity, you search bios for cancer research and then click ‘do it’. And what you get is 1,802 results, sorted by relevance.

Now obviously you’re not going to go through 1,802 results but what you can do is, it gives you link after link after link after link to people on Twitter who have Cancer Research in their bio. Now the first bio is about an 11 year old boy with an inoperable brain tumor, and sadly, I know that since setting up his Twitter account he has since died which is pretty awful. His mom’s now taken over the account and is still doing a very good job at raising awareness.

So you can look down and you find here “children’s research hospital the only pediatric cancer research center where families never pay for treatment not covered by insurance”, so you might think that sounds like a great place let’s have a look. So again you click on their name and here you are, it’s their profile. Now they’ve got 109,000 followers and only follow 455 back. So like Cancer Research UK it’s not one to follow just so you can get a re-follow although I will explain in another video why I think that’s a bad idea anyway. So again you could scroll down, have a look, do I want to follow these people? Click follow if you do, and then close it to go back here.

Cancer Research UK we already know about that, this one’s Stand Up to Cancer, raises money for ground breaking cancer research, and so it goes on. Some are very personal, you’ve probably also noticed these numbers to the right. They have a wonk score which is presumably some algorithm. Then the next column is the number of Tweets they’ve sent, so 1,605, 4,916 and so on. Next is how many people they follow – they’ve called it friends, but it means how many people that account follows – and then followers, so that’s how many people follow them, and days how old the account is. So you can scroll down, scroll down, there are 50 shown per page and you can see their bios and that’s basically it. When you get to the bottom you can Tweet the search, you can go to the next page, and this way, you’ve got direct to the people who’s Twitter accounts are most focused to the search terms you’ve put in.

And of course these search terms could be anything that’s relevant to your organization so it could be animal rights, let’s say there’s nearly 3000 results for that, and you can do it for as many key words as are relevant to your account. So there you are, that’s several different ways to find people to follow on Twitter. Next time I will talk the all important how to get people to follow you.

So subscribe to the blog, or to the YouTube feed, or to both, or to our Google Plus page, or our Facebook page, which you can find at connect-communicate-change.com/follow to make sure you’re the first to know when that next video comes out. Thank you for watching. Bye!

Thank you for watching. Visit our website at http://www.connect-communicate-change.com for information about, and insight into, social media for the voluntary and not-for-profit sector.

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Before you look at the infographic below, have a think about your demographics.

What demographic would your

a) Staff

b) Volunteers

c) Donors

d) Allies

e) Service users

fit into? Now, look at the infographic with these different demographics in mind. If you wanted to raise awareness that your organisation exists, and you want to target that campaign to potential service users, look at your service user demographics. Let’s say it is teenage girls. Now we look at the diagram to find out how teenage girls most use social networking on their mobile.

Think, also, about what kind of campaigns would suit mobile social media rather than desktop-based social media. Are there ways you could exploit the mobile phone social media in a way that suits it best?

This kind of information is like gold dust. With the knowledge of all these aspects involved, make notes and start to consider how, with the knowledge you now have, you would start planning this campaign.

(by Flowtown – Social Media Marketing Application)

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