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Message, content, activation
- 1. Message, content, activation: Winning campaigns in the new communications landscape 21 May 2014 Picture by Flickr user Adam Wilson
- 2. “Charity campaigns are no longer just dreamed up in meeting rooms and pushed out to the waiting general public. “They can just happen, brought into existence by the audiences themselves in an amazingly exciting way.” - Chris Cox, Mind UK Picture by Flickr user Adam Wilson
- 3. Conventional campaign model Message Content Activation
- 4. Conventional campaign model Message Content Activation Brand Public
- 5. New campaign ‘model’ Message Content Activation
- 6. New campaign ‘model’ Message Content Activation Brand Public
- 7. 7 Picture by Flickr user Peter Zoon
- 8. 8 It’s become hard to see where things begin and where they end. Picture by Flickr user Peter Zoon
- 9. Two powerful examples of what’s starting to happen in this new landscape. Picture by Flickr user Aaron Wilson
- 10. #nomakeupselfie
- 11. 11 #nomakeupselfie -€10 million raised for Cancer Research UK during a few days in March 2014 -Activity stretched across the world -More than 200 charities benefited from donations -But was not started by any of them
- 12. 12
- 17. Oscars gossip Backlash Oscars gossip Backlash Adopted for cancer awareness Viral charity campaign CRUK get involved Donation ask added #nomakeupselfie
- 18. 18 #nomakeupselfie Potted history - hashtag first used as early as September 2012 - the activity appears to have been sparked in the US with crime writer Laura Lipmann, responding with a selfie in support of 81-year- old Kim Novak, who attracted criticism for her appearance at the Oscars. #itssokimnovak - this was picked up by others writers and spread in solidarity with Kim Novak - #nomakeupselfie adopted - cancer awareness connection seems to have been sparked by in the UK by 18-year-old student and mother Fiona Cunningham - notions of tagging friends and daring them to do the same, and donation ask was added by early-adopters - Cancer Research UK picked up the trend - and added their text-to-donate call to action just as it was really picking up. - over £8million raised for Cancer Research UK - but over 200 charities benefited to some degree - trend reached as far as Australia where tens of thousands of dollars were raised. - the explosive phase of the ‘campaign’ lasted just a couple of weeks [asides] - around £18K was pledged to UNICEF after a mix-up with text giving - WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR.
- 19. #mentalpatient
- 20. 20 #mentalpatient -User-generated backlash against stigmatising branding of Halloween outfits -Forced major UK retailers into embarrassing apologies and withdrawal from sale -Generated powerful chain reaction of ‘coming out’ stories on Twitter which may have lasting impact on stigma in UK
- 27. 27 #mentalpatient Potted history - Autumn 2013 - UK supermarket ASDA stocks scary outfits for Halloween, marketed as mental patient costumes - Outrage starts, surfacing on social media - Rethink Mental Illness & Mind are asked questions - start talking to supermarkets - #mentalpatient selfie meme is started by a member of the public, mental health charities get involved and amplify message, thousands get involved, it trends on Twitter - Supermarkets withdraw costumes, apologise and donate - Feeling that a ‘tipping point’ may have been reached in public discourse of mental health issues
- 28. What can we learn?
- 29. 29 People want to be part of the story Picture by Flickr user John Ragai
- 30. 30 People may want their own story to be part of the bigger story Picture by Flickr user John Ragai
- 31. 31 ‘The genius is in the crowd’ Picture by Flickr user Scott S
- 32. 32 “What we at Rethink Mental Illness are doing on social media is holding a conversation. “We’re chatting with some of the most highly- qualified people in the whole of the mental health world – our ‘experts by experience’.” - Chris Cox, Digital Manager, Rethink Mental Illness (now at Mind UK) ‘The genius is in the crowd’ Picture by Flickr user Scott S
- 33. The moment of truth may not be in office hours Picture by Flickr user Sune Askjaer
- 34. The moment of truth may not be in office hours “Late on Tuesday evening, momentum was growing and people were starting to ask whether the campaign was ours. We tweeted to explain that it wasn’t, but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website. “If we didn’t have an out of hours system in place, we wouldn’t have been able to see this coming and respond as quickly as we did.” - Aaron Eccles, Senior Social Media Manager, Cancer Picture by Flickr user Sune Askjaer
- 35. 35 Adventurousness required Picture by Flickr user Erik Charlton
- 36. 36 Adventurousness required “From a charity point of view, you have to act fast to take advantage of a campaign like this. “[It] requires a culture of experimentation and adventure, where permission to try things out (like quickly lending your name to a campaign like this) is already given from senior management... “Everything hinges on an adventurous culture” - Matt Collins, Charity Chap. Picture by Flickr user Erik Charlton
- 37. 37 Adventurousness required The role of organisations: Text Picture by Flickr user Chad Cooper
- 38. 38 Adventurousness required The role of organisations: 1) Responsive Picture by Flickr user Chad Cooper
- 39. 39 Adventurousness required The role of organisations: 1) Responsive 2) Trusted Picture by Flickr user Chad Cooper
- 40. 40 Adventurousness required The role of organisations: 1) Responsive 2) Trusted 3) A partner, not an owner Picture by Flickr user Chad Cooper
- 41. The real social media?
- 42. 42 Pinterest - Ami Musa’s story - UNICEF
- 43. 43 YouTube - Most Shocking Second A Day Video - Save The Children UK
- 44. Still the conventional campaign model Message Content Activation Brand Public
- 45. Collaborating creates a different kind of connection
- 46. Will this be as relevant to development agencies?
- 47. “The future is already here - it’s just not very evenly distributed.” - William Gibson Picture by Flickr user khovatrond
- 48. 48 A spirit of adventure. Picture by Flickr user Michael Fleshman
- 49. 49 A spirit of adventure.
- 50. Let’s talk +44 (0)1273 600 500 talk@weareneo.com Neo 8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QL United Kingdom +44 (0)1273 600 500 talk@weareneo.com weareneo.com
- 51. Picture credits Creative commons licensed: Derelict billboards picture by Flickr user AdamWilson reproduced under Attribution-NonCommercial- NoDerivs 2.0 Generic (CC BY-NC-ND 2.0) Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 2.0 Generic (CC BY 2.0) Selfie contraption picture by Flickr user John Ragai reproduced Attribution 2.0 Generic (CC BY 2.0) Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 2.0 Generic (CC BY 2.0) Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 2.0 Generic (CC BY 2.0) Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 2.0 Generic (CC BY 2.0) WilliamGobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 2.0 Generic (CC BY-NC 2.0) #BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution- NonCommercial 2.0 Generic (CC BY-NC 2.0) Thank you!