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How Major Tech Trends Will Change the way Charities Operate
- 1. + How Major Tech’ Trends will Change the way Charities Operate #charitytechtrends | @CharityLeaders
- 2. + Order of Events #charitytechtrends Gilbert Hill | Managing Director | Governor Technology (Chair) Kevin Belcher | CEO | Inter-health Worldwide Chester Mojay-Sinclare | CEO | Charity Checkout 6:15pm - 6:30pm | Registration 6:30pm | Welcome from Judith Davey Action Aid UK’s Director of People, Performance and Accountability 6:35pm | Introduction by Alex Swallow, CLE Programme Director 6.40pm |Gilbert Hill Governor Technology’s Managing Director Presentation: “All Grown Up; The web at 25" - Spotting the Major Trends for Future Growth” 7:00pm | Facilitated panel discussion led by Gilbert Hill 7:30pm | Audience Q&A led by Alex Swallow 8:00pm – 8:30pm | Networking
- 3. + All Grown Up – The Web at 25
- 4. + Who We Are An independent web and software development company specialising in .NET, Mobile, Responsive Design and Privacy Solutions Long-standing Microsoft partner. Working relationship with Microsoft since 2002. Work includes MSN Olympic Responsive site and Windows 8 App Exchange.
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- 8. + “Social Marketing is the New Marketing” But customer service trumps marketing every time…
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- 19. + A new Magna Carta Respect for Privacy Freedom of Expression A one-speed web
- 20. + “Enjoy big Data Responsibly” Gilbert@governor.co.uk @gilberthill www.cookielaw.org
Editor's Notes
- Alex MC’s
- So the web is 25 years old; I’ve been working in tech since the last dot com boom (and bust), and Governor Technology has been going for half that time itself, but I have never seen things moving so fast, and so disruptively. The web is BIG, and scary. I often wonder how I am supposed to keep on top of all the latest developments, as well as manage my day job, so I can only imagine how Charity Leaders do so, with their daily fight for funding. So today I’m briefly going to talk about the new BIG – namely BIG SYSTEMS, BIG MARKETING, BIG DATA, and BIG RESPONSIBILITIES.
- So, we’re a software company who has traditionally focused on building database-driven websites; or a good decade, there was a steady stream of companies needing their first website, their first content management system, or their first CRM. Now that’s all changed.
- Whereas there used to be a plethora of different platforms , now we see dominance in the enterprise sector by a few (expensive) marketing management and automation platforms, provide d by the likes of Microsoft and Adobe. And for everyone else, there’s wordpress. .
- And it’s a similar picture with CRM; Salesforce dominates the market. And a new ecosystem of freelancers and nano-suppliers has built up, who can undercut us and other agencies. For charities , this can mean a patchwork of disconnected systems, built by long-bust agencies. It’s generally beyond freelancers to integrate these, so you’re faced with stumbling on, or junking your existing investment in technology . Not a good place to be.
- Faced with this situation , as the ‘trad’ business has ebbed away, the most dynamic part of our business is in integrating different systems, and building new products for our customers and ourselves. And the role of the website itself has changed, away from being a marketing/broadcasting destination with maybe some e-commerce, to a service delivery platform. To be honest, I rarely visit a website these days unless I want to buy, or have a complaint. I use search and social media prompts to get me to specific content. So how do charities make that change, without an unlimited budget? The example here is Interhealth, a client of ours, and I’d like to ask Kevin to share his story.
- That’s great, thanks Kevin. Next on the list is BIG (SOCIAL) marketing. This makes a lot of sense; if everyone is hanging out on Facebook anyway, then why don’t I come to them and use its eyeballs? This is another area where organisations think they need to jump on the platform and just start broadcasting. I always advise clients to start off by choosing the appropriate platform/s and simply shut up, lurk for a bit and then slowly, use it as a customer service tool. It’s really hard to get engagement from day one. And you don’t need a fancy agency to do scoial for you either; for our cookielaw website, we achieved great results in terms of ROI, using a freelancer. He works through the night, so footfall for our site is generated literally while I sleep.
- And if you spot the trends early, you can punch above your weight, especially as a charity. We all saw this with the no-makeup-selfie sensation surfed by Cancer Research UK. They didn’t originate this; but they caught it and managed to get millions of pounds in donations as a result. And some of the youngest people in your organisation, such as your volunteers and interns may have their ears closest to the ground, and you can leverage that youthful energy… PR PARABLE
- Next up is Big Data SHOW OF HANDS: who here is running a big data program or considering hiring a Data Scientist? I’ve heard so much hype and guff about Big Data, I sometimes feel like Samuel L Jackson when I hear the term. In fact, a lot of hype around it reminds me of how social media was treated a few years ago. A lot of ‘gurus’ and rockstars selling advice to corporates on how to behave on platforms they only dimly understand, or which have no footfall. In my mind data, is data, is data – so it’s best to start small and work up.
- But Big Data is slowly starting to creep into our lives: Here’s an example from someone I follow on Twitter. An (ANPR) numberplate recognition-enabled, remote-monitored car park, with a drive-in-to-accept privacy policy. Clever stuff, and requires no physical oversight.
- And something like this is what the remote operator would see. Which car is in which bay, and who owns it. All date stamped and building a juicy vapour trail of data behind it. Of course, all this is very tempting to advertisers who conjure up visions of Minority Report-style interactive ads capturing people’s attention at just the right moment to sell to you. When in fact, the reality is more like this:
- The recent trial by Tesco of Face Recognition in their stores threw up a series of tricky technical and ethical issues; the tech can be tweaked, but is it at the price of privacy? Is it ok for me to be bombarded with hair loss ads because I’m bald, or what if I’m bald because I’m a cancer sufferer?
- There are some exciting possibilities for targeted advertising, but you need to remember that, just because something is technically possible and legal, doesn’t mean it’s the right thing to do. We got into the area of ad tracking and privacy via the European Cookie laws of a few years ago. When we were researching the Cookie Laws, a story kept cropping up about Stephen Fry’s webmaster discovering that Ryanair was using cookies to jack up the prices for returning visitors to its site. This became a big story at the time, and whether they actually did it at the time or had in the past didn’t matter, it was what people wanted to believe.
- And here’s a picture of Ryanair’s boss Michael O Leary, presumably telling his customers what he thinks of them.
- And with big data comes BIG RESPONSIBILITIES; the data leak of millions of supermarket Target US customers’ details and bank numbers has had lasting impact. Here you can see that the attackers came in via a third party contractor; you are only as strong as the weakest link in the chain. And despite sacking the CEO and hiring an ex Chief of Homeland security, shoppers are still shunning Target, with Q1 profits down 15% this year. Chester, perhaps you can tell us a little about how you safeguard security with your product?
- Thanks Chester And I’ve spoken about this before, but as charities there may be an opportunity: at the moment, our personal data is being hoovered up, monetised and brokered without us seeing any of the upside. I feel warmly to the charities I support in a way I don’t to, say, my bank. I would like to see some way by which the data-mongers pay a portion of their profits to a charity of my choice. You could call it ‘Goodvertising’ If someone could tell me it already exists, then great; it could be something charities could lobby for as a new source of income.
- And the establishment is picking up on the debate too. Recently I’ve become involved with Tim Berners-Lee’s Web Foundation charity as an Associate CTO, and was at the recent launch of his Web We Want manifesto at the South Bank.
- He has staked his reputation on agreeing a New Magna Carta by the next general election, with privacy, freedom of expression and a single speed web for everyone. So things look to be moving in a direction where ethical practice on the web is enshrined in regulation and best practice. One to watch…
- So in summary, consolidate your web ‘plumbing’, be human on social media, provide good service and enjoy big data responsibly! Thank you.