fundraising & new media - jonathan marks
TRANSCRIPT
Hello, I’m Jonathan I don’t do this...
Predict what’s going to happen 10-20 years from now
Because that’s not why you asked me to Athens
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Wednesday, 4 November 2009
I’m a “near futurist” examining emerging technology and see how that affects storytelling in the next 3-5 years.
I think some of what I have seen may be relevant to the stories you’re trying to tell, and the people you’re trying to influence. Let’s be practical.
So what do I do?
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Look Sideways for Surprises
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And check the rear view mirror
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The public seem to have time on their hands.
what are they up to?.
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Every country different• Each country has its own context for a child helpline.
• Every country is at a different stage in their evolution towards new media models. There are so many factors that influence the speed. Politics. Broadband speed. Audience habits. Legacy technologies.
• But the monopolies held by press, radio & TV have broken. Anyone can make content and publish it. But there are still roles for traditional media.
• CHI needs to use both traditional and social media
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Myths about Social Media• myth 1: Forget traditional media. All the money
is being raised through social media sites like twitter and Facebook. In fact only 1% of Facebook members have ever donated ANYTHING. It is so easy to add a button saying you support cause X without having to make a commitment.
• myth 2; On-demand has replaced broadcast....whereas there are hundreds of thousands of downloads, there is still miliof “live” listening and viewing. (see BBC stats)
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Podcasting works when its
a one-click subscription. iPlayer type technology essential for mainstream adoption.
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But the crunch did spell endof “stupid” business models
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Yahoo v Google
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Power of the Simple Interface
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Wikipedia..text butphotos + video rising
Wikipedia's 13 million articles (3 million in the English Wikipedia) have been written collaboratively by volunteer editors
300 servers in Florida, 26 in Amsterdam, and 23 in Yahoo!'s Korean hosting facility in Seoul
20-60,000 Page requests a minute
as of August 2009, average 1,300 articles a day added, half of 2007, but still a good from volunteer authors.
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Childline on Wikipedia4th destination On web60,000 queries/minute
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Flickr - Photosharing4 billion photos online as of October 2009
post photos on flickr and tag them. agree with others on a standard tag.
this is a good way to raise awareness in other circles than your own.
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YouTube20 hours of new video a minute
Bandwidth costs 1 US$ million a day
Means in 6 weeks, more content made by the audience than the professional broadcast networks in their entire history
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Broadcasters’ View• Radio, TV, the Web, and.........mobile
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Cross Media View 2009
AudioVisuals
(graphics & video)
Text
Radio TV
So much easier to explain to your boss.....
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From Shouting to Sharing
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From Shouting to Sharing
“... the ideal form of
communication. People with
different views of a topic learn
from each other.”
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Dominant social networks - though Facebook is growing rapidly - currently adding between 600,000 and 700,000 users
per day, hit the 310 million mark in October 09
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Facebook Stats Nov 2009
50% of active users log on to Facebook in any given day
Facebook claims more than 310 million active users.
The fastest growing demographic is those 35 years old and older
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Wow Effect
12 million monthly subscriptions
10-15 dollars each minimum
owners generate over 1.2 billion Euro, large part of which comes from WOW.
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Digital Natives Gain Ground
• Majority of young people don’t see the difference between:– PC’s (PC = Please copy, MAC Make
another Copy)
– Games consoles
– Radio and TV
– Mobile phones
• They see them all as “digital”, even if they are not (yet).
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kids avoid• more of the same at the same time.
• services they do not value
• things they don’t understand within a few seconds.
• anything that locks them in to something they believe they don’t need (especially now with the credit crunch)
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kids will pay (attention) for
• services that help start conversations with their friends
• alerts to things they need to know
• ways to save time
• they discover, consume, discuss, make, share content. what content is there on your site that they can “steal” to share with friends?
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BBC Audience EditorsBBC have around 20 across various parts of news division
They scan blogs, looking for what the audience is talking about, spotting expertise, commissioning thought pieces, lining up interviews.
They use a mix of traditional technology and test new ones. They look at Google Social Search, for instance.
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Audience habits change• Faster access and cheap storage mean digital natives (and
older digital immigrants) expect information to be available across different platforms (Web, Facebook, TV, Mobile, radio, emerging devices like Kindle). They don’t care how.
• Content publishers are having to follow the audience, especially youth, who’s always on platform is social media rather than traditional media.
• The heroes in social media circles are not necessarily the same as the heroes on TV.
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The Public says they are overwhelmed with these aspects
The size of each box indicates the amount of content pushed towards the public
While explaining they cannot easily find these aspects of the story
Global Study by AP in 2008
in United States, United Kingdom and India
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Most NGO sites look “finished”
What can the visitor do to get involved?”
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What can the user add?
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Can they get involved?
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They work for you.com
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www.theyworkforyou.com/video67724 out of 68080 videos timestamped by the public. May be audio archives can be enhanced with metadata
from fans?
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www.theyworkforyou.com/video67724 out of 68080 videos timestamped by the public. May be audio archives can be enhanced with metadata
from fans?
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Fix My Street1 million unique users in 2008
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Fix my street is a service
• It’s not a protest site. In the course of providing a service it does generate transparency.
• All the submissions are public and mapped.
• Designed to stimulate engagement. 50% get fixed. If government doesn’t respond, system puts them in touch with the local politicians.
• Journalists using it as a resource.
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Charity Water - also needs fixing...but
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CHI Facebook Presence
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Is it 94 or 2604 members? You need one group for internal use, one for the kids and another for
friendraisers.
child helpline international
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Charity Water 44,700 members
check www.charitywater.org. note how the video can be ‘stolen’ from their site with one click to
put on your blog.Wednesday, 4 November 2009
The Stork Saga
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Save Stork in Copenhagen
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25,612 for a Hoax
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What’s wrong with NGO pages?
is there anything there to start a conversation?
Is there something I can share with my friends? Is there content I can use as a social currency?
Is it a simple, clear compelling story I can share with others?
Don’t confuse internal networks with networks designed to build conversations with the public.
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You need to include more video/photos on the social media sites.Many countries like Japan, South Korea and China are focussing on video communities rather than audio.
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What’s the Inside on Twitter?
Text
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Mobile growing fast where fixed rates apply
Where are people when they use Twitter?
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2500 applications for twittere.g. www.tweetdeck.com
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twitter....think of it as a microsharing site...a way to share ideas with friends and create a reputation for being a good source.
its working especially in times of crisis....protests, Mumbai, Red Cross, LA fire dept
personalities using it to lash back at the paparazzi. Gossip they control...
the platform itself is dumb. Money is being made by those who use twitter for other things...a community of 6 million.
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Some advice
register, play, follow, participate in moderation.
the search tools look interesting....
a great command line to other things... in US you can open an account via mobile, charities using this to raise funds/pledges while the public is still in the room.
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Make my site better
want to solve a problem? (build a website for a campaign). Ask the audience to improve what you have already done...people love to suggest improvements. Give them a deadline! Often a thank you in credits is enough...people like to see results of their efforts.
If you want people to submit photos, tell them to post them with a meaningful tag (#nameofcampaign). You pick the best for your website, but everyone can see the contributions by searching for the tag on Flickr. Reduces disappointment.
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Best Example is Charity Water
Focussed- their story is easy to explain to others.
They use all kinds of social platforms to encourage people to do something to build a water well in Africa.
Simple feedback loops to explain what happened and where as a result.
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Charity Water Kenya
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Mobile Phone One Key to Future Funding
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The Challenge here is Language. 200+ in the area
here
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No business model for TV in local languages outside cities
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Radio comes into its own at times of crisis.
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Text
name and shame campaign in Ghana. exposing the makers and suppliers of fake drugs
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Community radio in Africa
• Community radio the most effective way to reach kids in their own language in most parts of Africa.
• Stations becoming community media centres, linking with mobile phone companies to share resources. They have people who speak local languages.
• talk show formats becoming popular with the rise of FM radio. Good way of raising awareness of helplines in these countries.
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Some Key Points To Close
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In Brief• There is always a role for professional storytellers, who
shape clear, engaging stories out of real-life chaos. Childline International knows what an important part of the audience is interested in.
• Try to stop shouting and invent more processes to involve audiences in sustainable conversations, before, during and after “broadcast”.
• Use all relevant distribution platforms, take calculated risks and share your “beta” projects with the audience.
• Experiment with social networks outside your own PR circles. They extend the life and reach of your content. Perceived as valuable initiatives by the audience.
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In Brief 2• You have competition for peoples’ attention.
First, try and find a different/unusual angle. CHI holding a conference is not a story for others. But spotting in a trend in your data is (on-line bullying is on the up, parents awareness campaign launches tomorrow).
• think of stories that do more than just provide info. what’s the background in brief? What could happen next? What happens if we do nothing?
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In brief 3:• Keep the funders briefed with what happened
to their input. Plotting stats on google maps or Google Earth is a good way of sharing success because search engines will find this too. Put a clock on your website makes it look fresher.
• Make it easy for people to show their support for what you do. Let then grab a piece of code that puts a support button on their site. Clicking on the button sends people to a special landing page on YOUR site. DONT make it the home page...if they get lost, they will give up fast.
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In brief 4
• To reduce fraud, make your guidelines friendly, clear and easy to find. If you don’t raise money door to door, say so. Ask people to report anonymously if they see this happening.
• Make it easier for people to follow when a page is updated. Many browsers have RSS buttons.
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In brief 5
• Use twitter to share pieces of news. Write a headline which makes people curious, then add a clickable link for more info.
• Analyse why a story was successful or not. learn from mistakes. Read the headline out loud, would you say this to friends?
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6. Why do people comment on your website?
• to expand on what’s written
• to express outrage
• to endorse what’s written
• to correct what’s perceived to be wrong
• to get a laugh
• to promote something they’re doing
• to spam the site
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7. Moderation
• if you moderate comments, say so. This will avoid people posting twice when their comment does not appear immediately.
• If there is a negative comment on the site, by all means explain if the person is being reasonable. verbal abuse gets removes asap or filtered before it gets up there.
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8. Make more use of photos and bylines
• many NGO sites are faceless. add a small photo or avatar next to authors names.
• invite comments or emails to a person. reacting to [email protected] often gets filtered out by spam filters.
• Make sure that email address is dedicated for general enquiries.
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9. things to do• make sure you can be found in the one line media.
tag everything consistently. Wikipedia entry. Flickr.
• Make sure you have a clear story for traditional media. Offer a service if you want to involve the public (charity water)
• Make more use of video. Separate what you do in 3 parts, internal, kids, fundraisers.
• great audio, so-so video is MUCH better than great video, so-so audio.
• Do you have resources that can be of use to the media? (yes you do). Make it easy - B roll material that journalists can use to illustrate their interview.
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10. Be Prepared for the Media
• Having bite size chunks of material ready is a useful way of getting attention, especially in late November or June when broadcasters are often recording items in advance to cover for holidays.
• don’t force or try and control a story. Think more about ways to suggest and influence. Having broadcast quality background material in 2-3 minute segments works wonders.
• Find ways for those who endorse you story to show their support (look at digg.com)
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11. more things to do
• learn-do-learn. Low cost experiments.
• People only use social media tools when it is part of their routine. Have someone assigned to work on wikipedia entries, flickr tags, a few hours a month.
• Remember you want to trigger conversations, that lead to support for your work. “gimme” pleas are usually ignored.
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12. Use social media to support conferences
• decide the conference date for conference 2 on the last day on conference 1. pick up to 5 issues discussed/unresolved from conference 1. Open website/forum for conference 2 immediately. encourage people to continue the conversation on line. set a few deadlines for comments to be compiled into a summary of opinions and best practices.
• invite the most active/constructive participants between the conference to share experiences in conference 2.
• use free tools like vimeo.com and slideshare.com to share presentations, perhaps supporting a video conference.
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Use the right tools for internal collaborationHave a clear strategy for how you use the various social media tools...
a blog to share ideas (for free)
a moderated forum where invited guests can discuss and pitch ideas. forums keep track of who said, what and when.
a wiki or Google docs where small groups can collaborate on ideas.
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Interested in your feedback
• Would be interested to get feedback on the tweenz virtual world project, even if you think it won’t work in your area.
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Great to be with you in Greece.
Happy to give a second opinion on radio/TV pieces, and trade best practices
www.jonathanmarks.com
Call: +31 6 53130829
Wednesday, 4 November 2009