Iof Conf 2010 Session Slides

Mainstreaming Social Media within your organisation July 2010by Jason Potts, Think and Paul Lewis, RSPB

# IOFNC

• Some relevant things I have learned in the last two days ...– Average age social network users?– Percentage of JG traffic from FaceBook? – Royal children’s Hospital Foundation, Brisbane,

people using there events Facebook app raised how much more?

– Cancer research use Facebook and Twitter to ‘sexy up’ emails

– Difference an audience and a community

With thanks: Jonathan Waddington, Nick Burne, Martin Gill, Nick Allen, AJ Leon

37, 46, 2.4

With thanks: Christine Egger

Agenda

Some theory

Mainstreaming commercial & non-profits

Case study (RSPB)

Lively debate!

“Geek-free workshop”

Please ask if it doesn’t make sense! But only in Vulcan

Meg PickardThe Guardian, Head of Social Media Development

Twitter: @MegPickard

Consume React Curate Create

How users interact with content

{ {More common The opportunity!!

Credit: Meg Pickard

Used to mean Now means

Passive Attention data

Timely Timeshifted

Homogenous - one size fits all

Customised, personalised or optimised

Predictable interface Multiple interfaces on multiple devices

Continuous attention Continuous partial attention

Consuming

Credit: Meg Pickard

Used to mean Now more likely to mean

Interpersonal, Private Social, Public

Letters to the editor Conversations with authors

On your turf Everywhere else

Verbose & considered Fleeting actions

Higher barrier to entry Low barrier to entry

Edited/Selected Raw & immediate

Reacting

Credit: Meg Pickard


Cut-out-and-keep Save for laterI saw this and thought of you

I saw this and thought of you

A personal journey A public journey

Browser bookmarks Social bookmarks

Serendipity Serendipity and discovery through recommendation

Exploration Exposing expertise

Curate

Credit: Meg Pickard


DIY - independence DIW - cocreation

Distributed Aggregated

Loads of effort Minimal effort

Dependent on personal skill and creativity

Inspired by collective to creative collaboration

Limited audience Potential for wider audience through network promotion

Famous to dozens Contextual microfame

Create

Credit: Meg Pickard

Publication of content

React

Recommend

Contribute

ShareConsume

Commission

Research Write

Sub Curate

Credit: Meg Pickard

Publication of content

Be a source React

Add CurateCreate

Recommend

Contribute

Be inspired by

ShareInspire Consume

Collaborate

Commission

Research Write

Sub Curate

Commission

Research

Follow-upReact Be inspired by

Curate

Credit: Meg Pickard

Agenda

Some theory


Case study (RSPB)

Lively debate!

The Guardian: Changing a culture ...

The Guardian: Twitter to big people up ... Reward positivity

The National Trust: Socially created, embraced and distributed...

The National Trust: Social at the heart of creation ...

• For five weeks during summer 2010, Liam Wyatt is the British Museum’s “Volunteer Wikipedian in Residence”

• His task is working between the British Museum and Wikipedia to write articles about notable objects in their collection (and encourage others )

• “I looked at how many Rosetta Stone page views there were at Wikipedia. That is perhaps our iconic object, five times as many people go to the Wikipedia article as to ours”.Matthew Cock, Head of New Media, British Museum

http://www.flickr.com/photos/41749772@N06/3865777229/http://www.flickr.com/photos/41749772@N06/3865777229/

Mainstreaming doesn’t mean fighting against the tide!

• Antwerp Zoo used a radical audience-focused approach to monitor the gestation and birth of a new baby elephant through social media channels

• Half a million people watched birth online

– 5% of the Belgian population followed the pregnancy

– Visitors to the zoo the year before the Kai Mook was born: 100,000

– Visitors to the zoo the year after Kai Mook was born: 300,000

Kai Mook b.17/5/09

Kai Mook b.17/5/09

http://www.youtube.com/watch?v=F1uwexYeKAg

Mainstreaming does mean creating compelling, social experiences around your core business

• Brooklyn Museum uses a blog, Flickr account and Twitter to talk about the process and practicalities of putting together an exhibition, encouraging feedback and bringing friends and potential visitors closer to the experience: caring about the process as well as the end result

Mainstreaming does mean creating Transparent, open, honest, engaging experiences about the real work

Finding the network• SurveyMonkey (existing donors)• Addictamatic.com (general buzz)• Technigy.com (brand buzz)• Blogpulse.com (super-blogger drill down)• Google.com/trends (super-blogger trends)• Alexa.com (super-blogs reach)• Digg.com (blogger popularity)

Mainstreaming does mean finding the network

Mainstreaming the social elements of fundraising …

55,000

130,000

2,000

Mainstreaming the social elements of your fundraising program

Mainstreaming by making the process social!!!!!

Agenda

Some theory


Case study (RSPB)

Lively debate!

Thank you

Website: thinkcs.org

Email: [email protected]

Twitter: @leneva

Where you are now!

Iof Conf 2010 Session Slides

Technology

Transcript of Iof Conf 2010 Session Slides