Using Social Media to Amplify Your Stories: Local Engagement Workshop April 2012
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English Heritage, the IHBC and ALGAO: England, along with digital media agency, sounddelivery, ran training workshops for Historic Environment professionals to look at ways in which they could engage local communities in the work they do and to see what role social media can play in achieving that goal. These are the slides from sounddelivery's presentation.
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Using Social Media to Amplify Your Stories: Local Engagement Workshop April 2012
- 1. Local Engagement Workshop Using Social Media to Amplify Your Stories Jude Habib, sounddelivery @sounddelivery @judehabib
- 2. About me: • 12 Years working at the BBC developing and delivery campaigns across TV, Radio, Online, offline • sounddelivery – award-winning Digital Media Training and Production company working with the Culturaland Heritage Sectors to help harness social media to reach new audiences. • Particular interest in community engagement and outreach in the Cultural Sector (worked for NPG, Museum of London) Jodi Awards, Heritage Award • Passionate about digital storytelling
- 3. What YOU want from today • Understanding how it all works • How to make greater use of the platforms and limitations • Time Constraints Social Media Management • Dos and Don’t / Limitations • Why should we bother • Ideas and inspiration for how to use social media to engage communities • Insight into use of media old and new for HER outreach purposes
- 5. Huge Challenges to Local engagement • Economic Climate/Cuts • Local Authority Social Media Communications Policies • Technical support within LA • Priority within LA • HER capacity to build strategies and evaluate results • Engaging capacity/ability to Engaging minority groups • Lack of resources/time for building capacity for community projects. • Confidence / KnowHow – Communications /Storytelling • Local Engagement not a priority for some • Space to accommodate local groups. 5
- 6. Opportunities • Changing media landscape - more ways to bring our stories to life • Localism Bill – New opportunities for local engagement through the planning system • Heritage assets with a community value • People do care about their local heritage
- 7. The Questions What can be done to promote historic environment records, amplify stories to encourage local engagment? What skills do you need to be able to bring your work to life?
- 8. Audience – who are you trying to reach?
- 9. Who are you trying to reach? • Local community • Tourists/visitors • Young People / Older People • Funders /Philanthropists ? • Trustees • Council Staff • Volunteers • Media – Local, Regional, National,Global, Bloggers • Like minded organisations /partners • Corporates ? • People Who Don’t Know Who You Are 9
- 10. How to you currently communicate your work?
- 11. Communications Channels • Face to Face • Word of mouth • Phone • Email • Enews • Posters/Print • Website • Social Media • Press Release • Email Signature • Relationship with journos • Commenting on blogs/articles etc 11
- 12. What does social media mean to you?
- 13. Differences in Engagement BROADCAST SOCIAL MEDIA Organisation in Control Audiences in Control One Way / Delivering a Message Two way / Being Part of a Conversation Repeating the Message Adapting the Message Focused on the Brand Focused on the Educating Audience/Stakeholders / Adding Value Organisation Creating Content Influencing, Involving User Created Content / Co-creation Source: Slide 10 from "What's Next In Media?" by Neil Perkin
- 14. SM Channels Currently Being Used in Some Capacity
- 15. Lots of different tools out there – focus on the key ones • Twitter • Facebook • Ning • Flickr • Blogs Emerging - Audioboo/Foursquare/Pinterest
- 16. 30 million users in the UK (= 50% of British Population) 26 million Twitter users in the UK 2nd largest search engine Things to look out for: Google+ Tumblr, Posterous
- 17. Social Media Terms Overview
- 18. TAGs
- 19. What’s a TAG • A relevant keyword or term associated with or assigned to a piece of information (like a picture, article or video clip) describing the item and enabling keyword-based classification of information it is applied to
- 22. Maximize your twitter Voice
- 23. What is Twitter used for? • Connecting with other people of similar interests • As a news source • Keeping up to date with your sector • Raising your profile • Championing your work • Placing yourself/your organisation as an expert on a part
- 24. Twitter Jargon • Followers • Following • Mentions • Hashtags • Retweets • MT • Direct Message
- 26. LSOontour1912
- 27. A Tale of Two Twitter feeds • Dr Samuel Johnson • Dr Johnson’s House Museum 27
- 28. Dr. Samuel Johnson’s House Museum - @drjohnsonshouse 1628 followers • Tweets are from the staff • Can be personable, but some of the content is dry. For instance:
- 29. Dr. Samuel Johnson - @drsamueljohnson • Fake account taking on the persona of Dr. Samuel Johnson • 39,854 followers • Frequent coverage in the media, book of his best tweets recently released • Tweets about modern topics, relevant to his audience
- 30. Who should you follow?
- 31. Who SHOULD you follow? • Local MPs/Journos/Funders • Groups that are doing similar work to you • Individuals and Organisations you admire • People who support your work • These are the people who will help spread your message!
- 32. Increasing Your Followers • Interact with your audience – ask questions, answer other people’s questions and speak to them as real people • Comment on others’ posts, use Trending Topics and hashtags • Link to interesting and relevant content around the web – case studies, videos, podcasts and news stories • Update regularly – once a week isn’t enough!
- 33. Don’t be afraid of debate or having conversations Retweet nice people saying nice things:
- 34. Top tips for Twitter • Reach out • Be interested and you will be interesting • Be yourself and take part in conversations • Focus on relevance – what would you be interested in? • Make your 140 characters count • Be your own, most constructive critic • Look at it as a community, not as an advertisment platform 34
- 35. Table Discussion Twitter Thinking Point
- 36. What is a social network? • Social networks are groups of individuals unified by common – Interests – Vocations – Passions – Needs • Before the internet these groups were more limited by proximity • Online social networks benefit from the LONG-TAIL 36 effect
- 37. 37 37
- 38. • More than 600 million active users • 50% of active users log on to Facebook in any given day • More than 3 million active Pages on Facebook • More than 1.5 million local businesses have active Pages on Facebook • More than 20 million people become fans of Pages each day
- 39. • Why I LOVE Ballet LORENT
- 40. Community Networking • Small, subject or interest focused social networks • Often used by small organisations or community groups to help connect their users • Can be a great way of passing information, asking opinions or supporting your service users • Could potentially be used as a private place for your staff and volunteers to discuss issues and events
- 41. NING
- 44. Advantages • Conversations keep focused as people join based on their interest in one subject • Ability to support your volunteers even if they don’t frequently visit the office • Groups can be set to entirely private, meaning permission must be granted to join, creating a safe area for volunteers and staff to discuss cases
- 45. Flickr is an image and video hosting website, web services suite, and online community. In addition to being a popular website for users to share and embed personal photographs, the service is widely used by bloggers to host images that they embed in blogs and social media. 45
- 47. Instagram
- 48. Instagram is a very quick and smart way to take pictures with your mobile phone
- 52. What is a blog?
- 53. What is a Blog? • A Blog (a contraction of the term "Web log") is a kind of online diary • Usually maintained by an individual with regular entries of commentary, descriptions of events, or other material such as graphics or video • Entries are commonly displayed in reverse- chronological order
- 54. What is a Blog used for? • Blogs are used as a kind of virtual soap- box - a place to air your opinions on a particular subject • Opinion forming • Placing you/your organisation as experts • Allows you to communicate with others through the use of comments • A fantastic way of building your organisations presence. Increasingly picked up by mainstream media. • We are now also seeing blogs replacing traditional websites
- 55. How can I find blogs to read? The best way to get a feel for how blogs are written is to read as many as possible. Google, Twitter, your networks, blogrolls
- 56. Building your online presence
- 57. Top tips for Blogging • Blogs should be seen as conversational – not just a one-way communication point. Encourage others to interact with you! • Think of it as keeping in touch with friends – be personable, rather than formal and stuffy • Write like a real person, not a someone from PR • Write about real experiences, personal views, things that have made you sit up and pay attention • Use your blog to link to others, and key points of information relevant to your topic 57 57
- 58. How to get people to read your blog? • Read other people’s blogs, comment and link back to your own • Use catchy titles and post pictures • Different types of blog posts • Engaging with other platforms • Use your other social media tools to advertise your new posts • Clear, searchable urls 58
- 63. Group Exercise – What are you using and how?
- 64. Building your online presence
- 66. Why do we need to keep up with emerging trends? • If we don’t, we risk losing touch with our audience • Miss out on the opportunity to spread the word of your museum, gallery or organisation • Miss opportunities to market yourself to potential new audiences • Risk missing exciting new features that we could be using to our advantage • But at what stage should we come to the party?
- 68. AudioBoo • UK-based social audio network • Allows users to record and upload audio • Can then be shared to other social networks • Can be recorded and uploded straight from your phone or computer • Can even geo-tag your audio to show where it was recorded
- 69. • Foursquare is the most popular location-based Social Network • Currently has over 10 million users • Upwards of 3 million check-ins everyday • Many venues (heritage organisations included!) are giving special offers to people who check in at their location • When people check in, they can notify their friends on Foursquare, Facebook and Twitter
- 70. Who’s Booing?
- 71. How is it Used? • Used to live blog from events • As an audio diary • As audio guides for exhibitions • As a news source
- 75. Building your presence / Media Engagement
- 76. Journalists & The Media Need You! And Journalists…
- 79. YOU are in control of your online presence
- 81. You and your networks are your best media ambassadors
- 83. Storytelling Communications should be everyones responsibility to a certain extent.
- 84. Learn from each other
- 85. sounddelivery’s Ten Media Channel Rule
- 86. How to making a business case for Social Media
- 87. What Ever You Do Storytelling at its heart
- 88. Thank You We are here to support you! @judehabib @sounddelivery Keep the conversations going #histenviron
- 89. If Time...
- 90. Social Media Management (This could change your life...well nearly...)
- 91. Managing your Social Media 91
- 92. Hootsuite is the chosen application of… • British Library • Horniman Museum • Museum of London • Shipley Art Gallery • Museum of Childhood • sounddelivery!
- 93. Hootsuite • Mobile version allows you to control all of your accounts on the move • Easy to set up and use • Post to multiple accounts at once • Free and paid-for full version available • Available for iPhone, Android and Blackberry
- 94. Hootsuite • Links to Facebook, Twitter, Foursquare, LinkedIn, Wordpress, Fanpages and more • Easily used – a simple drag and drop interface • Allows you to schedule messages for when you’re away from the computer • Used within your browser – no need to install software so you can access your account on any computer • Free and advanced, paid for versions available