Making Social Part of your DNA                             Social Media Week London                                 16th F...
ENGAGING COMMUNITIES: TALKING     ABOUT MENTAL HEALTH ONLINE     Eve Critchley, Digital Officer, MindMaking Social Part of...
Who are we?  We’re Mind, the mental health charity. We’re   here to make sure anyone with a mental   health problem has s...
What do we do?  We’re a local and national network working   with around 250,000 people every year.  We challenge discri...
1 IN 4 OF US ARE LIKELY TO EXPERIENCE      A MENTAL HEALTH PROBLEM EVERY      YEAR.Making Social Part of your DNA
Challenging times for the charity sector...  The UK voluntary and community sector will   lose £911 million a year in pub...
So why social?  It’s powerful - one message can reach   thousands in minutes  It’s personal and relevant – people set th...
Social is the real world  35 of the web’s top 50 brands are accounted   for by social media and ‘traditional’   businesse...
Meet Lisa “I never knew of Mind before my GP sent me to a local Mind, but I had never met anyone so kind, supportive and n...
Lisa... helps to review the performance of local  Minds blogs for the Mind website engages with and supports our work t...
People not donors 40% of charities don’t take a holistic approach  to supporters. (CharityComms/Forster, 2011) People wa...
The bottom line  Online fundraising raises around £10 for every   £1 spent on direct costs  Average donation offline is ...
Beyond marketing...  Community fundraising – recruiting   participants, motivating supporters, live   events coverage  C...
Risks     Reputation and grievances     Flaming and trolls     Staff capacity and engagement     Safeguarding staff’s ...
Do     Invest in content     Be real and responsive     Be transparent     Prepare for difficult questions     Thank ...
Don’t     Use a platform for the sake of it     Cross the line from professional to personal     Just tell people what ...
Introducing the elephant...Making Social Part of your DNA
Who is the elephant?      Right now, 1 in 6 workers is experiencing      depression, anxiety or stress.      Mental health...
What did we want from the elephant?  To create something for employees to interact   with and share as part of our Taking...
Engaging with the elephant  Friend him on Facebook  Tag him in photos  Talk to him in status updates, polls, likes and ...
Making Social Part of your DNA
The elephant as peer supportMaking Social Part of your DNA
Final thoughts  Be flexible – what you want might not be what   your audience wants  Make the most of your digital champ...
Thank you    e.critchley@mind.org.ukMaking Social Part of your DNA
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Engaging communities – talking about mental health online

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Presentation delivered by Eve Critchley at Making Social Part of Your DNA, a conference held during Social Media Week 2012 in London.

For more information visit http://www.socialmediadna.co.uk

Published in: Business, Health & Medicine
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Engaging communities – talking about mental health online

  1. 1. Making Social Part of your DNA Social Media Week London 16th February 2012Making Social Part of your DNA
  2. 2. ENGAGING COMMUNITIES: TALKING ABOUT MENTAL HEALTH ONLINE Eve Critchley, Digital Officer, MindMaking Social Part of your DNA
  3. 3. Who are we?  We’re Mind, the mental health charity. We’re here to make sure anyone with a mental health problem has somewhere to turn for advice and support.Making Social Part of your DNA
  4. 4. What do we do?  We’re a local and national network working with around 250,000 people every year.  We challenge discrimination, we give support on and offline, we demand a better deal for people for everyone with mental health problems.Making Social Part of your DNA
  5. 5. 1 IN 4 OF US ARE LIKELY TO EXPERIENCE A MENTAL HEALTH PROBLEM EVERY YEAR.Making Social Part of your DNA
  6. 6. Challenging times for the charity sector...  The UK voluntary and community sector will lose £911 million a year in public funding by 2015-16.  Giving levels fell by around 10% during the recession. (NCVO, Counting the Cuts, 2011)  People have less to spare and fundraising is becoming increasingly competitive.Making Social Part of your DNA
  7. 7. So why social?  It’s powerful - one message can reach thousands in minutes  It’s personal and relevant – people set the agenda  It’s informative - 86% of young people go online for help with personal problems (Get Connected, Connected Generation, 2010)  It’s everywhere - 46% of the UK is on FacebookMaking Social Part of your DNA
  8. 8. Social is the real world  35 of the web’s top 50 brands are accounted for by social media and ‘traditional’ businesses, up from 19 in 2004 (UKCOM/Nielson, 2011)  Social media conversations are increasingly reflecting the offline world.  People are already talking about us. We shouldn’t miss out on these conversations.Making Social Part of your DNA
  9. 9. Meet Lisa “I never knew of Mind before my GP sent me to a local Mind, but I had never met anyone so kind, supportive and non-judgemental that genuinely wanted to help me.”Making Social Part of your DNA
  10. 10. Lisa... helps to review the performance of local Minds blogs for the Mind website engages with and supports our work through Twitter and Facebook recently recruited a team of friends to join her in a fundraising challenge.Making Social Part of your DNA
  11. 11. People not donors 40% of charities don’t take a holistic approach to supporters. (CharityComms/Forster, 2011) People want to be involved in different ways, they don’t see themselves as ‘donors’. We can be more efficient and provide a better service if different departments work together.Making Social Part of your DNA
  12. 12. The bottom line  Online fundraising raises around £10 for every £1 spent on direct costs  Average donation offline is £15, average online donation is £30 (Race Online 2012, Survive and Thrive report)  Build relationships now and we’ll have stronger networks for future fundraising or campaigning.Making Social Part of your DNA
  13. 13. Beyond marketing...  Community fundraising – recruiting participants, motivating supporters, live events coverage  Campaigns – mobilising action, tapping into grassroots movements, expanding our reach  Media – recruiting case studies, building relationships, sharing coverageMaking Social Part of your DNA
  14. 14. Risks  Reputation and grievances  Flaming and trolls  Staff capacity and engagement  Safeguarding staff’s mental health  Setting boundaries  Personal use of social mediaMaking Social Part of your DNA
  15. 15. Do  Invest in content  Be real and responsive  Be transparent  Prepare for difficult questions  Thank people for their time and effortMaking Social Part of your DNA
  16. 16. Don’t  Use a platform for the sake of it  Cross the line from professional to personal  Just tell people what to do  Worry about having all the answers  Set unrealistic expectationsMaking Social Part of your DNA
  17. 17. Introducing the elephant...Making Social Part of your DNA
  18. 18. Who is the elephant? Right now, 1 in 6 workers is experiencing depression, anxiety or stress. Mental health at work is the elephant in the room, it exists but is often ignored. We can all take steps to make our workplaces more mentally healthy.Making Social Part of your DNA
  19. 19. What did we want from the elephant?  To create something for employees to interact with and share as part of our Taking Care of Business campaign.  To communicate the problem of ignoring mental health at work, and the difference you can make.  To be flexible and realistic enough to work through different channels.Making Social Part of your DNA
  20. 20. Engaging with the elephant  Friend him on Facebook  Tag him in photos  Talk to him in status updates, polls, likes and comments  Follow him on Twitter, see him check in to businesses on FoursquareMaking Social Part of your DNA
  21. 21. Making Social Part of your DNA
  22. 22. The elephant as peer supportMaking Social Part of your DNA
  23. 23. Final thoughts  Be flexible – what you want might not be what your audience wants  Make the most of your digital champions – internal and external  Be prepared – acting quickly can make all the differenceMaking Social Part of your DNA
  24. 24. Thank you e.critchley@mind.org.ukMaking Social Part of your DNA

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