Media Trust: Ready, Steady, Digital Strategy by Dean Russell, Fleishman-Hillard
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Media Trust: Ready, Steady, Digital Strategy by Dean Russell, Fleishman-Hillard
- 1. Ready, Steady, Digital StrategyPresented by Dean Russell - Director, Digital.
- 2. DII
- 3. What am I going to talk about? Whatdo we know… Why should we bother? How do you convince others?
- 4. Whatdo we know… Why should we bother? How do you convince others?
- 5. 169,000+ GuideStar UK1 69,000 registered main charities in England and Wales.
- 7. Fact: “In the U.K., for example, 36 percent of online consumers do not read magazines.” Source: Fleishman-Hillard / Harris Interactive
- 9. Picture of chugger/clipboard http://scillustration.blogspot.com/2008_04_01_archive.html
- 13. Fact: “53 percent of Internet users in the U.K. think that others share too much personal information.” Source: Fleishman-Hillard / Harris Interactive
- 14. Cartoon of google giant or invisible man http://www.ideachampions.com/weblogs/google-dr-evil.jpg
- 15. Big fight – politicians in asian parliament http://anonymouslefty.files.wordpress.com/2009/12/fighting_politicians_14.jpg
- 16. Whatdo we know… Why should we bother? How do you convince others?
- 17. Fact: “Less than 10 percent of UK Internet users are concerned about the impact their social media activities could have on their career.” Source: Fleishman-Hillard / Harris Interactive
- 21. Geek on computer OR picture of large crowd or prisoners doing the michael jackson song Learning to “Open Source” http://www.flickr.com/photos/flod/2221300134/
- 22. Geek on computer OR picture of large crowd or prisoners doing the michael jackson song
- 23. Ladder of social engagement http://expedientmeans.files.wordpress.com/2009/04/participation-ladder.jpg
- 26. Fact: “33 percent of online consumers do not read a printed newspaper.” Source: Fleishman-Hillard / Harris Interactive
- 28. “Social media may not always generate donations… …but it will nurture future donors” Source: Dean Russell (that’s me!)
- 30. #2 Political image – parliament – with No.2 written so clear section divider
- 31. Relationship councillor sign/ad OR pic of obama inc. stats from campaign http://www.textually.org/textually/archives/images/set3/obama-technology-BZ07-hsmal-dynamiclead.jpg
- 32. Picture of Sarah Palin http://www.babble.com/CS/blogs/famecrawler/2008/09/01-07/Sarah-Palin-racist-alaska-obama.jpg
- 34. Fact: “The Internet is absolutely or very important when making decisions to almost 30 percent of online consumers, more than twice as much as TV (13%).” Source: Fleishman-Hillard / Harris Interactive
- 35. Labourspace and MyConservatives screenshots Or picture of phone
- 36. Uploaded regular films to YouTube? Conservative channel views 590,396 Labour party channel views 297,923 Lib Dems channel views 142,851 Source: Lessons from the election
- 37. Kept up Twitter feeds for all their election campaigning, leaders tours and individual spokespeople? @conservative 39,321 followers, 3,000 tweets @ukLabour 21,152 followers, 2,374 tweets @libdems 23,379 followers,1,500 tweets Source: Lessons from the election
- 38. Picture of grassroots / long grass Source: Tweetminster report
- 40. Fact: “Only about half of Internet users in the U.K. are comfortable that a company would monitor a person’s Twitter account and respond to issues expressed by customers. This is the lowest level of comfort of all studied countries.” Source: Fleishman-Hillard / Harris Interactive
- 42. Invisible man picture or similar transparency image #3: Transparency http://www.freakingnews.com/Invisible-man-Pics-1363.asp
- 46. NHS choices – shared widged
- 47. #4: Joined up thinking
- 48. Internal office environment http://thegnobo.files.wordpress.com/2008/05/david_brent.jpg
- 49. Picture of grassroots / long grass
- 50. Picture of grassroots / long grass Bebo
- 52. #5: Know what you want and what to measure
- 54. SROI
- 55. Involve stakeholders Understand what changes Value the things that matter Only include what is material Do not over-claim Be transparent Verify the result
- 56. Whatdo we know… Why should we bother? Howdo you convince others?
- 62. In summary …a few thoughts to take away
- 64. SROI
- 65. Big fight – politicians in asian parliament http://anonymouslefty.files.wordpress.com/2009/12/fighting_politicians_14.jpg
- 66. Geek on computer OR picture of large crowd or prisoners doing the michael jackson song http://www.flickr.com/photos/flod/2221300134/
- 70. Where the images are from… http://scillustration.blogspot.com/2008_04_01_archive.html http://i.dailymail.co.uk/i/pix/2008/12/15/article-0-02CE29DE000005DC-968_468x593.jpg http://www.ideachampions.com/weblogs/google-dr-evil.jpg http://anonymouslefty.files.wordpress.com/2009/12/fighting_politicians_14.jpg http://m.gmgrd.co.uk/res/698.$plit/C_71_article_1184997_image_list_image_list_item_0_image.jpg http://eyeofthefish.org/wp-content/uploads/2008/11/the-economy.jpg http://www.bj2008olympics.com/news_images/ http://www.cnet.co.uk/i/c/blg/cat/blog/open_source/open-source-crave-0.jpg http://expedientmeans.files.wordpress.com/2009/04/participation-ladder.jpg http://z.about.com/d/coins/1/0/i/1/-/-/great-britain-coins-money.jpg http://www.communityorganizer20.com/wp-content/uploads/2009/12/History-of-online-donations.jpg http://image3.examiner.com/images/blog/EXID7311/images/steve-jobs-iPad.jpg http://farm3.static.flickr.com/2524/4001285447_0c665c5c16_b.jpg http://www.textually.org/textually/archives/images/set3/obama-technology-BZ07-hsmal-dynamiclead.jpg http://www.babble.com/CS/blogs/famecrawler/2008/09/01-07/ http://www.scribd.com/doc/25769228/Twitter-UK-Politics-a-Tweetminster-Report http://www.freakingnews.com/Invisible-man-Pics-1363.asp http://hackcartoonsdiary.com/wp-content/uploads/2009/06/westminster_mp_expenses.jpg http://dashboard.imamuseum.org/ http://thegnobo.files.wordpress.com/2008/05/david_brent.jpg http://www.istockphoto.com/stock-photo-10473203-fact.php http://webliquidgroup.com/wp-content/uploads/2007/05/returnoninvestmentquestion.jpg http://blog.seattletimes.nwsource.com/olympics/bolt.JPG
- 71. Thanks for listening! Now over to you... ...any questions? Dean Russell twitter.com/dean_r twitter.com/fleishman www.fleishmanhillard.com
- 72. Thanks for listening! Dean Russell twitter.com/dean_r www.precedent.co.uk twitter.com/precedentcomms
Hinweis der Redaktion
- Sheds light on the various ways consumers interact on the Web with companies and with one another, providing tools for determining the best way to influence online discussions and interactionsFirst launched in Europe in 2008This year, expanded to include Canada, U.S., Germany, France, Japan and the U.K. – representing 48% of the global online population
- The number of charities in the sector – hugeGuideStar UK holds information on the 169,000 registered main charities in England and Wales.But there are only a few hundred charities on twitter.
- But the sector has changed over time. And marketing has changed with it.GOSH head of marketing furoreFundraising and campaigning has changed.http://christianmenchristianwarrior.files.wordpress.com/2009/03/change-1.jpg
- In the real world we have to pay for chuggers to fundraise for us.And the sectors approach to marketing has changed dramatically over time too.Chuggers are now common feature. Yet they only came into existence in 1997 (check)http://scillustration.blogspot.com/2008_04_01_archive.html
- And we are used to asking volunteers to raise funds in the real world. We can’t measure the steps they take, the conversations they make or the number of people they pass. Usually only the cash they raise and where.http://i.dailymail.co.uk/i/pix/2008/12/15/article-0-02CE29DE000005DC-968_468x593.jpg
- Economic crisis – actually might create opportunitieshttp://eyeofthefish.org/wp-content/uploads/2008/11/the-economy.jpg
- As a sector we are under immense pressure with less money but more work to doAnd now less time but more conversations to be had
- This is why the sector desperately needs to adopt Open Source thinking.(But more money doesn’t always translate into more time.)Charity needs to embrace Open Sourcing principles moreUsing volunteers more for promotional activities/skilledDon’t rely soley on staff or full/part time volunteershttp://www.flickr.com/photos/flod/2221300134/Goldmine story?Report shows trying to volunteer – bigger charities are very prescriptive – e.g. we need to fill x positions. Smaller ones more openhttp://www.cnet.co.uk/i/c/blg/cat/blog/open_source/open-source-crave-0.jpg
- Open sourcing isn’t just for geeks – its really simpleShare and you get something back that might be more valuable(But more money doesn’t always translate into more time.)Charity needs to embrace Open Sourcing principles moreUsing volunteers more for promotional activities/skilledDon’t rely soley on staff or full/part time volunteersGoldmine story?Report shows trying to volunteer – bigger charities are very prescriptive – e.g. we need to fill x positions. Smaller ones more openhttp://news.softpedia.com/images/news2/The-Return-of-the-Original-Microsoft-Geek-Icons-30-Years-Later-2.jpghttp://www.cnet.co.uk/i/c/blg/cat/blog/open_source/open-source-crave-0.jpg
- Rise of micropaymentsiTunes payments Make it simpleSo you don’t even have to think about itMost people (81%) had given to charity in the last four weeksmost commonly by putting money in a collecting tin, followed by buying raffle tickets. I.E. BECAUSE IT WAS EASY!!Nearly a half of the respondents said they had increased the amount they had donated since 2000, and 37% had increased the frequency of their donations. The most common reason given for this was a rise in the respondent's level of disposable income.Almost two-thirds of the respondents (64%) had heard of Gift Aid, and approximately one-third (34%) had made use of it to give tax-efficiently in the previous year.The most common reason for donating to charity was that the work of the charity was deemed important (52% of donors), followed by a belief that it was the right thing to do (41%).Over half of the respondents (58%) had both volunteered and donated to charity in the previous 12 months.http://z.about.com/d/coins/1/0/i/1/-/-/great-britain-coins-money.jpg
- Rise of micropaymentsiTunes payments Make it simpleSo you don’t even have to think about ithttp://www.communityorganizer20.com/wp-content/uploads/2009/12/History-of-online-donations.jpg
- And the increased use of mobile will only facilitate micropayments further.http://image3.examiner.com/images/blog/EXID7311/images/steve-jobs-iPad.jpg
- #2 – Politics – impact on the sectorhttp://farm3.static.flickr.com/2524/4001285447_0c665c5c16_b.jpg
- Obama – proved the power of the CRMGet to know your customers habits and talk to them like individualshttp://www.textually.org/textually/archives/images/set3/obama-technology-BZ07-hsmal-dynamiclead.jpg
- Obama email for Sarah PalinTell storyDinner with Thomas Gensemerhttp://www.babble.com/CS/blogs/famecrawler/2008/09/01-07/Sarah-Palin-racist-alaska-obama.jpg
- Labourspace & myconservatives
- Labourspace & myconservativesAnother example of open sourcing – giving volunteers achievable tasks
- Watch the UK election for tips – the reason they are on there is because it is effective.Lots of minds focussed on building grassroots campaigning and learnings are likely to be widehttp://www.scribd.com/doc/25769228/Twitter-UK-Politics-a-Tweetminster-Report
- Dogstrust do this really well – nearly 11,000 followers
- WHA –linking SM from the top
- TransparencyA major fallout from the political environment in the UK is transparencyhttp://www.freakingnews.com/Invisible-man-Pics-1363.asp
- Predict Chief Execs will be required to be transparenthttp://hackcartoonsdiary.com/wp-content/uploads/2009/06/westminster_mp_expenses.jpg
- And charities will need to be clearer about where money goesIndianapolis Museum example But this doesn’t have to just be via the website but across different channels. Importantly this will help you measure effectiveness too. If you can’t do this – why not.http://dashboard.imamuseum.org/
- And being more transparent should help people have a clear idea who you are…
- Transparency should also lead to greater efforts to be efficient and use the web effectively by sharing common resources.May also lead to greater accountability too. With sites similar to NHS Choices and WhatUni appearing – expect similar sites in the UK to rate where to give money to
- Joined up thinkingThe need for transparency will hopefully lead to great collaboration and joined up thinking across the sector
- And of course in the office in your own organisation too. Often microsites can be a symptom of poor internal communications and poor strategy with new sites popping up regularly.http://thegnobo.files.wordpress.com/2008/05/david_brent.jpg
- Being able to justify a new microsite, versus an SM campaign, versus a new section on your site will be keyhttp://www.istockphoto.com/stock-photo-10473203-fact.php
- Possibly the unfunniest cartoon ever!! – but he’s got a point.and your intended return on investment (measurability)List of ROI typesIncreased donationsEfficienciesHiring volunteersBetter visibility etc – the list goes on.http://webliquidgroup.com/wp-content/uploads/2007/05/returnoninvestmentquestion.jpg
- Social Return on InvestmentInvolve stakeholdersUnderstand what changesValue the things that matterOnly include what is materialDo not over-claimBe transparentVerify the result
- Social Return on InvestmentInvolve stakeholdersUnderstand what changesValue the things that matterOnly include what is materialDo not over-claimBe transparentVerify the result
- Tools like analytics, campaign manager, buzz monitoring, etc all provide excellent services but without knowing where your heading its impossible to know if you got there
- Once you start with the project – set smart goals and mark how you will measure success
- Are there cheaper, quicker, more efficient, more effective ways of doing it?http://blog.seattletimes.nwsource.com/olympics/bolt.JPG
- And when you know – let the chief execs know etcWHY? Next slide
- Because they can become ambassadorsTools like analytics, campaign manager, buzz monitoring, etc all provide excellent services but without knowing where your heading its impossible to know if you got there
- Of course – that brings us onto the next part of the session…How do you convince others of the importance of comms
- Create a strategy – so you know where you are heading…
- Where you know what you need to achieve and measure
- And make it clearer how you can open source your thinking and ask for greater support from others
- Which will lead to greater joined up thinkings
- And remember to tell the world (and the bosses!)
- And if we do – we can all be happy…
- And if we do – we can all be happy…