#techforgood
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The document discusses the importance of placing people at the core of social media strategies for charities, emphasizing long-term engagement and authentic communication. It encourages organizations to empower their staff as community managers and to foster participation and conversation rather than transaction-based relationships. The text highlights the need for a cultural shift within charities to embrace social media as a tool for building connections and driving social change.
#techforgood
- 1. Putting people at the of of your social media strategy #techforgood L D H PO 15 Nov 2010 @ The Soho Theatre, London P IN business
- 2. I help charities trust more of their own people to build relationships online that support collaboration, transparency, advocacy & philanthropy @stevebridger v DB s OPX =somerset g #techforgood
- 3. The web of ‘flow’ and ‘instant’ campaigns The web of ‘pages’ and top-down campaigns We need to reach out to people in a way that isn’t just marketing Social media is about long term engagement; you won't win by dipping in and out. #techforgood
- 4. s “...ordinary conversation became quite audible to my ears.” Grow bigger ears #techforgood
- 5. “The real value of Twitter is to keep the invisible lines of connection alive” - Cory Doctorow Move from an organisation that uses social media to being a ‘social organisation’ E F H I J G K L C N M #techforgood “The message is not about the charity; it’s about why the messenger cares”
- 6. open recruit or grow staff into new roles like community managers adapted from a David Armano graphic | darmano.typepad.com BRAND brand as facilitator Influencers friends marketers’ roles will evolve a bit from broadcasters to aggregators Think of these as walls you can step over charity Hq E F H K i inhabit this space
- 7. G I E beneficiary / service usercampaigner volunteer donor / fundraiser but charities are structured for ‘transactional’ relationships, not for participation & conversations pressure to grow finances & programmes K #techforgood
- 8. Adding value Employee Passion IndicatorsA #techforgood
- 9. charities should encourage staff to speak for their organisation ‘in public’ ‘free agents’ & supporters trust the hiring decision the challenge is to empower staff without generating chaos the digital capability that comes online needs to be rolled into the brand H E F J GK L C M I N #techforgood
- 10. we have manufactured more complexity doodle by dave gray - used with permission #techforgood C b
- 11. sorry... gone to another meeting #techforgood 9 W the day- to-day over-indulgent
- 12. • Managers get the jitters & worry that staff will spend too much time using social media • ‘GUidelines’ often more about ‘policing’ than releasing potential 4 Grasp the productivity nettle #techforgood
- 13. 80%happiest employees ‘on task’ O #techforgood P 51%least happy employees ‘on task’ ...and now outside + discretionary effort behaviours established largely inside the workplace ...and it’s not like there aren’t already some productivity issues...
- 14. Language and tone... #techforgood U outstanding performance fuelled by a desire to be brilliant and infectiously spread across the organisation vs T acceptable levels of mediocre performance that is tolerated or even widely supported Can make the difference between: Empower employees to identify, understand and speak directly to people in a language they’ll connect with. (Most relationships start with ‘small talk’)
- 15. • Don’t hang up your passion with your coat every morning • Find time for social media by giving up the things that don’t add value... e.g. duck out of one meeting a week and use the time to ‘be’ a community member • If you’re lucky enough to have a laptop... hot desk to another dept • If you’re a manager - embrace employees as a passionate community, trigger their discretionary effort, and reward them for being ‘social’ • When you hear or read a good story, share it that instant - ‘in the moment’ Stuff you can do #techforgood
- 16. the more we remain in our silos and feel constrained by our job descriptions, the greater the disconnect between us and our supporters I believe that... Are you ready to shape the future of your organisation? #techforgood
- 17. • Flickr Creative Commons licensed photos - • http://www.flickr.com/photos/freeparking/3114853466/ • http://www.flickr.com/photos/joshuacraig/2415343592/ • Stuart Witts - for illustration & colourful shirts • Dave Gray - for permission to use his doodle • David Armano - for always sharing • Perry Timms @BigLotteryFund - for ideas • Richard Sedley (@richardsedley) - for another idea • Dilbert.com - for cartoon strip • Kevin & Amanda - for their free fonts Thanks to... #techforgood
- 18. @stevebridger Thank you steve@visceralbusiness.com “we build too many walls and not enough bridges” Isaac Newton #techforgood