20130510 sann social media workshop · pdf file · 2013-12-02sann social media...
TRANSCRIPT
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SANN Social Media Workshop10 May 2013
Kristy Schirmer
Principal Consultant
Zockmelon.com.au
[email protected]/zockmelon
@zockmelon
Pinterest.com/zockmelon
Acknowledgement of Country
We would like to acknowledge that this land we
meet on today is the traditional land of the
Kaurna people, and that we respect their
spiritual relationship with their country. We also
acknowledge that the Kaurna people are the
custodians of the Kaurna land, and that their
cultural and heritage beliefs are still important
to the living Kaurna people today.
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Workshop outline
• What is social media and who uses it?
• Opportunities to promote nutrition through
social media and getting started
• Case studies
• Measuring the effectiveness of social media
• Apps and websites
• Panel Q&A
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WHAT IS SOCIAL MEDIA AND WHO
USES IT?
Social media 101Web 1.0 Web 2.0
Graphic modified from http://wemtech.wikispaces.com/
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Type of platform Examples
Social networking Facebook, Tumblr, LinkedIn, Google+,
MySpace
Blogging Wordpress, Blogspot, Tumblr
Video sharing YouTube
Photo sharing Flickr, Instagram
Microblogging Twitter
Social news Digg, Reddit
Bookmarking Pinterest, StumbleUpon, Delicious
Location based networking Foursquare
Types of social media platforms
Social media stats – Unique Aust.
Visitors (December 2012)
31%
YouTube
29%
Blogspot
9%
5%
WordPress
7%
5%
MySpace
1% Tumblr
8%
3%
2%
Source: www.socialmedianews.com.au
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Social Media Platforms and use in
Australia
Source: www.socialmedianews.com.au
Rapid ����
NewNew
0
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
Jan-
11
Dec-
11
Dec-
12
Key stats facts
• The main networks for reaching an audience in Australia are Facebook, YouTube, LinkedIn, Twitter and Blogging platforms (WordPress and Blogspot/Blogger).
• 49.9% of the Australian population have a
Facebook account.
• Many of the smaller networks are getting forgotten over time.
• In Google’s recent earning release they didn’t even mention Google Plus user numbers.
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Household use of IT, 2010-11
95%
93%
87%
78%
74%
67%
Computer at home
Internet at home
Broadband internet
Without children under 15 With children under 15
Source: www.abs.gov.au
(last updated 15 December 2011)
Internet access
• Home internet access is more common in
households with higher incomes.
• Young people were also found to access the
internet through their school.
• Increase in smartphone and tablet use.
• It has been estimated that 90% of phones will
be smartphones by 2015.
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What about equity?
Opportunities for…
People with mental health issues
Young people
CALD populations
People with illnesses including chronic diseases
Equity considerations
• Exclusion• Access• Risks
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Where do you sit?
Technology Adoption Lifecycle
Source: http://en.wikipedia.org/wiki/Technology_adoption_lifecycle
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Group discussion
• What do you think are the barriers to using social media?
• Who do you know of or see using social media (in a professional sense) and what are they using it for?
• Talk about your intent to use social media in the future.
OPPORTUNITIES TO USE SOCIAL
MEDIA TO PROMOTE NUTRITIONWhat are others doing?.. Not for profit and the private sector
A snapshot
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How is social media used by
businesses?
• Advertising and sales
• PR and corporate communications, including issues management
• Marketing research
• Sales promotions and discounts
• Relationship development and loyalty programs
• E-Commerce
• Customer service
• Brand promotion and engagement with consumers
How is social media used by health
promoters?• Setting and a tool
• Community engagement
• Advocacy/lobbying
• PR – corporate/organisational communications
• Awareness raising and campaign promotion
• Information and support
• Fundraising
• Finding the ‘hard to reach’ and support for vulnerable populations
• News
• Sharing content
• Linking up professionals
• Support and spread messages from official websites
• Combinations of the above
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Apps and social media
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Source: The State of Social Media Use in Australian Non
Profit Organisations, Wirth Consulting, 2012
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Case study - HELPP
AFTERNOON TEA BREAK
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HOW DO I GET STARTED?
Planning tool, policy principles, practicalities, risks, how to get a
following, content planning and management
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Planning tool
People
Objectives
Strategy
Technology
Source: Neiger et al. 2012
SA Health Policy
• Draft Social Media Directive has not been released
• Mostly focused on individual use of SM.
• Risk management, consistent with code of ethics (e.g. no criticism)
• Does not cover areas like tweeting at conferences, LinkedIn
• Key message: check with Comms first!
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http://www.oper.sa.gov.au/social-media-guidance
Guidance for agenciesBEFORE UTILISAING SOCIAL MEDIA, AGENCIES SHOULD:
• determine their business need and investigate options
• identify traditional communication and community engagement activities that could be enhanced by social media (also consider those without access)
• consult with their communications office and consider all policy aspects
• consult with their risk management team to develop a risk management strategy
• consult with their records management unit to determine what records should be kept to document the business function or activity, how long they should be kept, and how they should eventually be disposed of
• consult with their ICT department to discuss the technical aspects and work out a strategy for records capture
• gain the appropriate level of approval this may require the production of a business case
• dedicate resources social media can do more harm than good if it gets neglected.
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Developing a social media policy
• References to other policies (e.g. IT policy, code of ethics, confidentiality).
• Confidentiality and privacy (remember the internet is forever!)
• Use of images and videos (e.g. children, community members, staff, positive body image, Aboriginal people)
• Relevant laws (copyright, defamation)
• Private vs professional
• Authorised persons
• Responding to negative comments
• Responding to positive and neutral comments
• Record keeping
Tone and style
• May be different for your program compared to the overall organisation.
• Do you speak in the first or second person? E.g. “We have released a new resource” or “The X
program now has a new resource”
• Friendly or formal – what if you have a mixed group of stakeholders?
• Will you write who posted at the end (sign off)?
• Standard responses – who do you refer to?
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Social media content mixed tape• Blog posts
• Sharing news articles of relevance (print or digital)
• Videos
• Podcasts
• Press releases
• Infographics (make your own via http://infogr.am/beta/)
• Quotes (especially pinnable ones, make your own via http://pinstamatic.com/)
• E-newsletters
• Polls and surveys
• Interview experts
• Case studies
• Memes e.g. e-cards
• Animated GIFs
• SlideShare presentations
• Book reviews
• Live tweeting
• Livestream videos
• Competitions
Creating great content tips
• “Be a friend and not a billboard”
• 3:1 rule for more content about your overall
area of interest than your organisation/project
• Curate instead of create
• Add questions at the end of blog posts and FB
updates
Source: Social Media Road Map, 2nd Edition, 2013, www.smobooks.com
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Participate!
Respond to ALL @replies and Direct Messages.
Retweet newsworthy posts.
Post updates with links to other articles.
Respond to comments – especially negative ones.
Like, comment and share on other’s posts.
Spend some time each week pinning.
Follow others boards that relate to your work.
Blogging
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Why blog?
• It’s expected
• It will help you to be found (SEO)
• Create engagement – stimulate discussion and
participation
• Build loyalty and trust in your expertise
• Creates content you can use on other
platforms
Blog topics
• How to..
• Top tips
• Expert interviews
• Q+A
• Your opinion on new research, current topics
• Video posts
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Competitions
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Timing and traffic
• Post during work day – 9am, 1pm
& 4pm
• Avoid late nights (after 8pm-
8am)
• Google for latest ‘best times to
post’ research
• Think about what you will do on
weekends...
Content management (HELPP)
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MEASURING EFFECTIVENESS
vKey Performance
IndicatorsDefinition Measures
Insights
Client feedback from social media applications.
Number of suggestions (quantitative), types of suggestions (qualitative).
Exposure
Views of social media content. Visits, number of comments or reviews, likes, dislikes, page views.
Reach
Who has contact with the social media application and related content?
Number of people participating in discussions, number of fans or subscription, location of people participating, age of people participating.
Engagement
LowSome connection with the program, service or online content.
Follows, likes, dislikes.
Med
Connection with online content through participation, creating, sharing, and using content.
Reposts, comments, mentions, downloads, retweets, user generated content (such as videos).
High
Participation in real life (which may be in addition to continued online activity) as a client or as a program, partner, volunteer or sponsor.
Increase in appointments made, increase in appointment attendance, and attendance at events.
Source: Neiger et al. 2012
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Top apps and websites
• Lynn’s presentation
• Kristy’s ‘getting started’ handout
Group discussion
• Opportunities to use social media within your
organisation?
• Why do you think it’s useful to get involved?
• What will you do next?
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Q & A PANEL
Thank you!
Kristy Schirmer
Principal Consultant
Zockmelon.com.au
[email protected]/zockmelon
@zockmelon
Pinterest.com/zockmelon