digital demystified
DESCRIPTION
A case study how digital can be at the heart of everything an organisation does. From William Owen of Made by Many.TRANSCRIPT
Everybody working together
P&G (the soap in soap operas) cut TV ads by44% last quarter, but increased internet spending by 200+%. http://bit.ly/15X1x0 (via @clayshirky)
wdowen, Sun 14 jun 21:39 via Search
anatomy of a tweet
P&G (the soap in soap operas) cut TV ads by44% last quarter, but increased internet spending by 200+%. http://bit.ly/15X1x0 (via @clayshirky)
wdowen, Sun 14 jun 21:39 via Search
P&G (the soap in soap operas) cut TV ads by44% last quarter, but increased internet spending by 200+%. http://bit.ly/15X1x0
cshirky 2:12 PM Jun 13th from TweetDeck
anatomy of a tweet
1364
1524
wdowen Sun 14 jun 21:39 via web
cshirky Sat 13 Jun 14:12 from TweetDeck
madebymany Tue 16 Jun 09:27 via web
, Tue 16 Jun 10:54 via web
wethink Tue 16 Jun 09:27 via web
282
414
1364
1524
420
66
117
264
86 193
4,654=
282
414
1364
1524
420
66
117
264
86 193
4,654
19,400+
=
282
414
1364
1524
420
66
117
264
86 193
4,654
19,400+
=
+ (43x4,564)
224,176=
http://bit.ly/15X1x0
ironic, isn’t it
mass-media: broadcasting controlled messages to a pliable audience
professional
monopolistic productfixed
scarce top downexpensive
content
mass-media: broadcasting controlled messages to a pliable audience
professional
monopolistic productfixed
scarce top dowmexpensive
content
mass-media: broadcasting controlled messages to a pliable audience
professional
monopolistic productfixed
scarce authorativeexpensive
content
declining
daily reach (percentage internet users)
facebook.com bbc.co.uk
20
15
10
5
0Jan 2008 Jan 2009
source: alexa.com
in 2005 8% of UK internet users had a profile on a social network - in 2008 it was 35%
66% of UK internet users have read blogs, and 25% have created one
48% of UK internet users have uploaded photos, 32% have uploaded videos
64m people use flickr.com. They upload 3m photos each day
source: McCann March ʻ08
online, as in the real world, people like to do things together, for a common cause
social media: internet-based tools for sharing stuff and organising activity
free shared open portable bottom up
rich visual servicemixed anyone network
make
shareuse
If what we’re doing is right, and if we give them the tools, young people will do the marketing and organising for us (and be better at it than we are)
everyone’s a media-owner
everyone’s a media-owner
people want to tell their own stories
everyone’s a media-owner
New spaces for young people
the rules of engagement
Build the story, layer by layer
(give activists and involved people tools and media to do it for you, trust them to act for the common good)
More useful = more engaging
(“real engagement is when people do things you didn’t ask them to”)
Make it personal
People trust institutions less and less, but want to be valued and recognised members of communities
Connect to the wider web
Decentralise, release control
(“the social web is disruptive, but some members of the SMT are still resisting”*)
*@SteveBridger
is this your organisation?
Cut across silosShare experience, budget, web team resource, more like a network, bust out of silos, new roles (community manager, digital advocate...), new structures
organise around campaigns, not functions
Integrate all services and communication activities, online and offline
offline website social web
Use open APIs, open source software, modular development frameworks, rich media
bus.vinspired.com
Blog
Blog
Bus blog
Tweet
Tweet
Tweet
Blogging
Video Blog
July 2009
June 2009
Bus timetable
Video classes
Video creation
Video editing
Events
Radio 1
Facebook groups and events
‘Spot the bus’ competitions
Bus carbon
calculator
Bluetooth and MMS enabled
Mapping
Bus location
Bus route
Video
Photos
Favour chain
Inspiring a new generation -the research shows what works......rich descriptions
...real people, real experiences
...quick response
...in groups, with friends
How did vinspired.com stack up?
Create
lifecycle of a volunteering opportunity
AdvertiseDiscover
Apply
Participate
Accept
RecordReview
Mentor
Create
AdvertiseDiscover
Apply
Participate
Accept
RecordReview
Mentor
lifecycle broken after search and apply
anatomy of a volunteering opportunity
Identity
Content
FriendsGroups
Activities
Skills
Ratings
Reviews
Videos
Pics
Diary
Settings
Prefer-ences
Rewards
Viewed
Location
anatomy of a volunteer
+
creating a marketplace
Search
Collaborativefilter
Personal preferences
Skills matching
Friend finding
Most interesting
serving the whole experiencerich inspiring descriptionspersonal, secure
tools for self-organisationreal people visible
a two-way marketplaceconnected to the wider web
open API
5. Everybody working together
a working trial to discover what works!created with - and by - young peoplemake learnings available to the sector
everybody working togetherone platform, benefiting all V programmes
“an online community, supporting youth-led volunteering, virtual volunteering and an interactive on-line market place where young people can promote their skills and interests to volunteer-involving organisations, enabling a two-way recruitment process”
Russell Commission report
