Charities and the genius in the crowd - Chris Cox

  • 647 views
Uploaded on

Hi, I’m Chris Cox and I first presented this at a CharityComms event in early 2014. I’m the Digital Communications Manager at Mind - and used to be at another mental health charity called Rethink …

Hi, I’m Chris Cox and I first presented this at a CharityComms event in early 2014. I’m the Digital Communications Manager at Mind - and used to be at another mental health charity called Rethink Mental Illness, which is where I was when the events I describe here happened…

More in: Social Media
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
647
On Slideshare
0
From Embeds
0
Number of Embeds
5

Actions

Shares
Downloads
2
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide
  • Mind, used to work at Rethink Mental Illness
    Over four years working in digital communications
    and around mental health issues
    Lucky to have been involved with amazing work
    But just before I left Rethink, something happened
    Which was the most extraordinary thing I’ve ever been part of
  • Mind, used to work at Rethink Mental Illness
    Over four years working in digital communications
    and around mental health issues
    Lucky to have been involved with amazing work
    But just before I left Rethink, something happened
    Which was the most extraordinary thing I’ve ever been part of
  • When I joined Mind
    One of the things that really excited me was the vision
    “We won’t give up until everyone experiencing a mental health problem gets support and respect”
    This is not a passive vision,
    compelling and ambitious
    To me, key word is ‘everyone’
    because its not just about the people that come to us
    It implies that we reach out
  • When I joined Mind
    One of the things that really excited me was the vision
    “We won’t give up until everyone experiencing a mental health problem gets support and respect”
    This is not a passive vision,
    compelling and ambitious
    To me, key word is ‘everyone’
    because its not just about the people that come to us
    It implies that we reach out
  • … sometimes we find things which aren’t either supportive or respectful
    You may have heard about the outcry over ASDA’s
    mental patient costumes around Halloween last year
    Here’s a clipping from the website at the time
    As you can see, there’s a man covered in blood
    Carrying a meat cleaver, and therefore he’s a ‘mental patient’
    But what happened on Twitter next wasn’t just the usual ‘outcry’
  • … sometimes we find things which aren’t either supportive or respectful
    You may have heard about the outcry over ASDA’s
    mental patient costumes around Halloween last year
    Here’s a clipping from the website at the time
    As you can see, there’s a man covered in blood
    Carrying a meat cleaver, and therefore he’s a ‘mental patient’
    But what happened on Twitter next wasn’t just the usual ‘outcry’
  • When this originally broke in the evening of 25th I was on my way home,
    had a call from a colleague while walking through the station
    And saw various angry tweets about this costume
    Felt the need to respond right away, but also to keep eye on risk,
    so I didn’t deliver a direct accusation
    (for all I knew Asda’s website could’ve been hacked)
    but instead a challenge, a question
    “Please explain ‘Everyone will be running away from you in fear
    in this mental patient fancy dress’
    which is how it was described on the website
  • When this originally broke in the evening of 25th I was on my way home,
    had a call from a colleague while walking through the station
    And saw various angry tweets about this costume
    Felt the need to respond right away, but also to keep eye on risk,
    so I didn’t deliver a direct accusation
    (for all I knew Asda’s website could’ve been hacked)
    but instead a challenge, a question
    “Please explain ‘Everyone will be running away from you in fear
    in this mental patient fancy dress’
    which is how it was described on the website
  • ASDA posted that on 25th September
    By the morning of the 26th
    a huge amount of people
    who’ve had experience of mental health issues
    posting selfies with the hashtag #mentalpatient
    here’s just a few of these…
  • some of these people we think,
    this may have been
    their first public declaration of mental health problems
  • And that use of irony, ‘here’s me in my mental patient outfit’
    Really gave lie to the notion that this was a po-faced protest
    It used humour to tackle serious issues
  • It was genius and an amazing day
  • The outcomes were extraordinary
    Mind got over 1 and a half thousand pieces of media coverage
  • So who was the genius behind it all?
    This is Bexatron, she was the very first to tweet this idea
    and she is not the Head of Viral Awesomeness at Mind
    She is someone with an interest in the issues, a twitter user and a genius
    And I just want to point out this is not so much viral content as viral concept - more powerful!
    Like when Apple make a new product, they produce a single Keynote speech which inspires tons of articles, blogs, videos, and conversation
    They use remarkably little effort to promote this launch because others do it for them
    So perhaps sometimes it’s better to inspire and amplify than to generate?
  • So who was the genius behind it all?
    This is Bexatron, she was the very first to tweet this idea
    and she is not the Head of Viral Awesomeness at Mind
    She is someone with an interest in the issues, a twitter user and a genius
    And I just want to point out this is not so much viral content as viral concept - more powerful!
    Like when Apple make a new product, they produce a single Keynote speech which inspires tons of articles, blogs, videos, and conversation
    They use remarkably little effort to promote this launch because others do it for them
    So perhaps sometimes it’s better to inspire and amplify than to generate?
  • But this decentralised genius was not reflected in the coverage the next day
    We at Rethink got an opportunistic email that referred to the events
    and talked about ‘educating your audience’
    …when it was them who educated us
    The media gave charities credit for originating the idea
    when we didn’t
    And even charities say “giving a voice”
    when our supporters and our beneficiaries
    may already have them.
  • But this decentralised genius was not reflected in the coverage the next day
    We at Rethink got an opportunistic email that referred to the events
    and talked about ‘educating your audience’
    …when it was them who educated us
    The media gave charities credit for originating the idea
    when we didn’t
    And even charities say “giving a voice”
    when our supporters and our beneficiaries
    may already have them.
  • Strangely, the Asda #mentalpatient events
    were very quickly followed by another similar issue
    When a Rethink supporter pointed out
    that Thorpe Park had an attraction called the Asylum
    Still running Rethink’s digital media at the time,
    I wanted to take a quick poll to find out
    if followers felt Thorpe Park were out of line
    so used these hashtags #AsylumOK and #AsylumNO…
  • And the AsylumNO hashtag ended up being adopted by a campaigner called Katie
    In a case of metaphorically ‘taking over the Asylum’
    And getting 6,000 people to sign a petition
    And some media coverage.
    I cannot take credit for inspiring this
    As I had not the slightest intent of sparking something like this off!
    I underestimated our audience.And this seems to be happening a lot. Here’s another more recent example of a slightly bigger brand who underestimated their audience…
  • And the AsylumNO hashtag ended up being adopted by a campaigner called Katie
    In a case of metaphorically ‘taking over the Asylum’
    And getting 6,000 people to sign a petition
    And some media coverage.
    I cannot take credit for inspiring this
    As I had not the slightest intent of sparking something like this off!
    I underestimated our audience.And this seems to be happening a lot. Here’s another more recent example of a slightly bigger brand who underestimated their audience…
  • …this is a protest about Coke’s
    failure to use their power as a sponsor of the Sochi Olympics
    to speak out against Russia’s anti-gay legislation
    It’s using a web app that Coke made
    for people to ‘personalise their own Coke can’
    And someone cleverly avoided the swear filter
    used it to make a point
    and this went viral, and - like #mentalpatient also inspired copycats
    There is an old world that is being left behind here…
  • This is the old world, where digital marketing was all about getting clicks
    Let them come to us, we said, as if sat on a digital throne
  • People coming to us is not a bad thing of course
    and we at Mind use personal stories to help people who come to our website
    Perhaps after they or someone they know has been diagnosed with a condition
    to help show the human side,
    show that there is life after diagnosis
  • People coming to us is not a bad thing of course
    and we at Mind use personal stories to help people who come to our website
    Perhaps after they or someone they know has been diagnosed with a condition
    to help show the human side,
    show that there is life after diagnosis
  • But sticking to one-way engagement is fatal
    Conversations are happening everywhere
    And This is more like the modern world of online engagement
    Terrifying isn’t it?
    But this is where the power lies, in countless conversations
    that span various different social platforms
    …Conversations we may need to get involved in
  • But sticking to one-way engagement is fatal
    Conversations are happening everywhere
    And This is more like the modern world of online engagement
    Terrifying isn’t it?
    But this is where the power lies, in countless conversations
    that span various different social platforms
    …Conversations we may need to get involved in
  • So how do charities stay visible,
    deliver on their mission and
    use the benefits of having a respected brand
    in this scary, decentralised conversation?
    The word curation is used a lot about user-generated content,
    but perhaps that sense of simply finding and presenting
    is too passive, too high-handed considering what’s really happening out there?
    We need to find a way of thinking and talking
    about digital contact with our supporters
    which respects them and helps unlock their genius
  • So how do charities stay visible,
    deliver on their mission and
    use the benefits of having a respected brand
    in this scary, decentralised conversation?
    The word curation is used a lot about user-generated content,
    but perhaps that sense of simply finding and presenting
    is too passive, too high-handed considering what’s really happening out there?
    We need to find a way of thinking and talking
    about digital contact with our supporters
    which respects them and helps unlock their genius
  • So my model for the future is to do with this woman…
    (play clip)
  • Not simply by getting more people to respond to what we say
    Not just kindly ‘giving supporters a voice’
    Not by acting as picky curators of their best efforts
    But by giving supporters the skills tell their own stories…brilliantly
    …and then why not equip them to help others to tell their stories?
    writing blogs, making videos
    about the good and the bad
  • That’s Sam Stevenson from the Military Wives choir in 2011
    And choirs are used a lot in metaphors for good reason
    It is a community and the collective strength is emotionally binding
    But most importantly culture of empowerment is absolutely essential
    As I see it, confidence is possibly the most important commodity
    And also, leaders don’t just dictate, they coach and keep the group on track
    And that is the power that charities have
  • Not simply by getting more people to respond to what we say
    Not just kindly ‘giving supporters a voice’
    Not by acting as picky curators of their best efforts
    But by giving supporters the skills tell their own stories…brilliantly
    …and then why not equip them to help others to tell their stories?
    writing blogs, making videos
    about the good and the bad
  • One of the things that we are doing right now at Mind
    is asking people with mental health issues
    to video themselves giving tips about coping strategies
    and then we will be asking people who are naturally good at this
    to pass it on, to find more people
    who are prepared to share their insights

Transcript

  • 1. The genius in the crowd How charities can be an amplifier, not a mouthpiece Chris Cox (@chriscox75), Digital Communications manager - Mind mind.org.uk
  • 2. The genius in the crowd How charities can be an amplifier, not a mouthpiece Chris Cox (@chriscox75), Digital Communications manager - Mind mind.org.uk Hi, I’m Chris Cox and I first presented this at a CharityComms event in early 2014. I’m the Digital Communications Manager at Mind - and used to be at another mental health charity called Rethink Mental Illness, which is where I was when the events I describe here happened… Hi, I’m Chris Cox and I first presented this at a CharityComms event in early 2014. I’m the Digital Communications Manager at Mind - and used to be at another mental health charity called Rethink Mental Illness, which is where I was when the events I describe here happened…
  • 3. We won't give up until everyone experiencing a mental health problem gets support and respect
  • 4. We won't give up until everyone experiencing a mental health problem gets support and respect When I joined Mind after my four years Rethink Mental Illness, one of the things that really excited me was the vision “We won’t give up until everyone experiencing a mental health problem gets support and respect”. This is not a passive vision, it’s compelling and ambitious. To me, key word is ‘everyone’ because its not just about the people that come to us. It implies that we reach out… When I joined Mind after my four years Rethink Mental Illness, one of the things that really excited me was the vision “We won’t give up until everyone experiencing a mental health problem gets support and respect”. This is not a passive vision, it’s compelling and ambitious. To me, key word is ‘everyone’ because its not just about the people that come to us. It implies that we reach out…
  • 5. 25 September 2013
  • 6. 25 September 2013 … sometimes we find things which aren’t either supportive or respectful You may have heard about the outcry over ASDA’s ‘mental patient’ costumes around Halloween 2013. Here’s a clipping from the website at the time. But what happened on Twitter next wasn’t just the usual ‘outcry’… … sometimes we find things which aren’t either supportive or respectful You may have heard about the outcry over ASDA’s ‘mental patient’ costumes around Halloween 2013. Here’s a clipping from the website at the time. But what happened on Twitter next wasn’t just the usual ‘outcry’…
  • 7. Managing risk • Source: Sky News online
  • 8. Managing risk • Source: Sky News online When this originally broke in the evening of 25th I was on my way home, had a call from a colleague while walking through the station. And seeing various angry tweets about this costume, felt the need to respond right away, but also to keep eye on risk - so I didn’t deliver a direct accusation (for all I knew Asda’s website could’ve been hacked) but instead a challenge, a question “Please explain ‘Everyone will be running away from you in fear in this mental patient fancy dress’ which is how it was described on the website. When this originally broke in the evening of 25th I was on my way home, had a call from a colleague while walking through the station. And seeing various angry tweets about this costume, felt the need to respond right away, but also to keep eye on risk - so I didn’t deliver a direct accusation (for all I knew Asda’s website could’ve been hacked) but instead a challenge, a question “Please explain ‘Everyone will be running away from you in fear in this mental patient fancy dress’ which is how it was described on the website.
  • 9. ASDA posted that on 25th September. By the morning of the 26th a huge amount of people who’ve had experience of mental health issues were posting selfies with the hashtag #mentalpatient here’s just a few of these… ASDA posted that on 25th September. By the morning of the 26th a huge amount of people who’ve had experience of mental health issues were posting selfies with the hashtag #mentalpatient here’s just a few of these…
  • 10. …for some of these people we think, this may have been their first public declaration of having had mental health problems… …for some of these people we think, this may have been their first public declaration of having had mental health problems…
  • 11. And that use of irony, ‘here’s me in my mental patient outfit’ really gave lie to the notion that this was a po-faced protest. It used humour to tackle serious issues. And that use of irony, ‘here’s me in my mental patient outfit’ really gave lie to the notion that this was a po-faced protest. It used humour to tackle serious issues.
  • 12. It was real genius, and an amazing day to be working in mental health. It was real genius, and an amazing day to be working in mental health.
  • 13. • Approx. 20k negative tweets about Asda • #mentalpatient used 7k times in period • £25k donation from Asda • Mind got 1,629 pieces of coverage • 9 media volunteers shared their stories • Celebrity supporters!
  • 14. The spread… • All those tweets http://bit.ly/asdatweets • The first one http://bit.ly/firstmptweet
  • 15. The spread… • All those tweets http://bit.ly/asdatweets • The first one http://bit.ly/firstmptweet So who was the genius behind it all? This is Bexatron, she was the very first to tweet this idea, and she is not the ‘Head of Viral Awesomeness’ at Mind. She is someone with an interest in the issues, a twitter user and a genius. And I just want to point out this is not so much viral content as viral concept - more powerful! Like when Apple make a new product, they produce a single Keynote speech which inspires tons of articles, blogs, videos, and conversation They use remarkably little effort to promote this launch because others do it for them. So perhaps sometimes it’s better to inspire and amplify than to generate? So who was the genius behind it all? This is Bexatron, she was the very first to tweet this idea, and she is not the ‘Head of Viral Awesomeness’ at Mind. She is someone with an interest in the issues, a twitter user and a genius. And I just want to point out this is not so much viral content as viral concept - more powerful! Like when Apple make a new product, they produce a single Keynote speech which inspires tons of articles, blogs, videos, and conversation They use remarkably little effort to promote this launch because others do it for them. So perhaps sometimes it’s better to inspire and amplify than to generate?
  • 16. The next day… • we can help educate your audience (email Rethink received from a digital agency) • …charity took to Twitter to encourage users to post pictures (HuffPo) • …charities have taken their own action against the costumes - on Twitter (Mirror) • …giving a voice (Various)
  • 17. The next day… • we can help educate your audience (email Rethink received from a digital agency) • …charity took to Twitter to encourage users to post pictures (HuffPo) • …charities have taken their own action against the costumes - on Twitter (Mirror) • …giving a voice (Various) But this decentralised genius was not reflected in the coverage the next day. We at Rethink got an opportunistic email that referred to the events and talked about ‘educating your audience’ …when it was them who educated us The media gave charities credit for originating the idea, when we didn’t. And even charities in general often say “giving a voice” when our supporters and our beneficiaries may already have them, on social media. But this decentralised genius was not reflected in the coverage the next day. We at Rethink got an opportunistic email that referred to the events and talked about ‘educating your audience’ …when it was them who educated us The media gave charities credit for originating the idea, when we didn’t. And even charities in general often say “giving a voice” when our supporters and our beneficiaries may already have them, on social media.
  • 18. Strangely, the Asda #mentalpatient events were very quickly followed by another similar issue - Thorpe Park had an attraction called the Asylum… Still running Rethink’s digital media at the time, I wanted to take a quick (and admittedly not precise!) poll to find out if followers felt Thorpe Park were out of line, so used these hashtags #AsylumOK and #AsylumNO - a ‘hashtag vote’ Strangely, the Asda #mentalpatient events were very quickly followed by another similar issue - Thorpe Park had an attraction called the Asylum… Still running Rethink’s digital media at the time, I wanted to take a quick (and admittedly not precise!) poll to find out if followers felt Thorpe Park were out of line, so used these hashtags #AsylumOK and #AsylumNO - a ‘hashtag vote’
  • 19. And the AsylumNO hashtag ended up being adopted by a campaigner called Katie, getting 6,000 people to sign a petition and some media coverage. I cannot take credit for inspiring this as I had not the slightest intent of sparking something like this off! I underestimated our audience. And this seems to be happening a lot. [NB This presentation pre-dates the #nomakeupselfie phenomenon that also created by users!] Here’s another more recent example of a slightly bigger brand who underestimated their audience… And the AsylumNO hashtag ended up being adopted by a campaigner called Katie, getting 6,000 people to sign a petition and some media coverage. I cannot take credit for inspiring this as I had not the slightest intent of sparking something like this off! I underestimated our audience. And this seems to be happening a lot. [NB This presentation pre-dates the #nomakeupselfie phenomenon that also created by users!] Here’s another more recent example of a slightly bigger brand who underestimated their audience…
  • 20. …this is a protest about Coke’s failure to use their power as a sponsor of the Sochi Olympics to speak out against Russia’s anti-gay legislation. It’s using a web app that Coke made for people to ‘personalise their own Coke can’ There is an old world that is being left behind here… …this is a protest about Coke’s failure to use their power as a sponsor of the Sochi Olympics to speak out against Russia’s anti-gay legislation. It’s using a web app that Coke made for people to ‘personalise their own Coke can’ There is an old world that is being left behind here…
  • 21. This is the old world, where digital marketing was all about getting clicks Let them come to us, we said, as if sat on a digital throne… This is the old world, where digital marketing was all about getting clicks Let them come to us, we said, as if sat on a digital throne…
  • 22. The power of story • Blogs as a way of helping someone accept a life event
  • 23. The power of story • Blogs as a way of helping someone accept a life event People coming to us is not a bad thing of course and we at Mind use personal stories to help people who come to our website. Perhaps after they or someone they know has been diagnosed with a condition to help show the human side, show that there is life after diagnosis People coming to us is not a bad thing of course and we at Mind use personal stories to help people who come to our website. Perhaps after they or someone they know has been diagnosed with a condition to help show the human side, show that there is life after diagnosis
  • 24. But sticking to one-way engagement is fatal. Conversations are happening everywhere. And this is more like the modern world of online engagement… Terrifying isn’t it? But this is where the power lies, in countless conversations that span various different social platforms …Conversations we may need to get involved in. But sticking to one-way engagement is fatal. Conversations are happening everywhere. And this is more like the modern world of online engagement… Terrifying isn’t it? But this is where the power lies, in countless conversations that span various different social platforms …Conversations we may need to get involved in.
  • 25. What’s the answer?
  • 26. What’s the answer? So how do charities stay visible, deliver on their mission and use the benefits of having a respected brand in this scary, decentralised conversation? The word curation is used a lot about user- generated content, but perhaps that sense of simply finding and presenting is too passive, too high-handed considering what’s really happening out there? We need to find a way of thinking and talking about digital contact with our supporters which respects them and helps unlock their genius… So how do charities stay visible, deliver on their mission and use the benefits of having a respected brand in this scary, decentralised conversation? The word curation is used a lot about user- generated content, but perhaps that sense of simply finding and presenting is too passive, too high-handed considering what’s really happening out there? We need to find a way of thinking and talking about digital contact with our supporters which respects them and helps unlock their genius…
  • 27. What’s the answer? So my model for the future is to do with this woman…So my model for the future is to do with this woman…
  • 28. The choir • Not giving a voice - making them all bigger and bolder • Collective strength • Support, respect and nurture That’s Sam Stevenson from the Military Wives choir in 2011. And choirs are used a lot in metaphors for good reason. It is a community and the collective strength is emotionally binding…. That’s Sam Stevenson from the Military Wives choir in 2011. And choirs are used a lot in metaphors for good reason. It is a community and the collective strength is emotionally binding….
  • 29. The choir • Not giving a voice - making them all bigger and bolder • Collective strength • Support, respect and nurture But most importantly culture of empowerment is absolutely essential. As I see it, confidence is possibly the most important commodity. Leaders don’t just dictate, they coach and keep the group on track. And that is the power that charities have… But most importantly culture of empowerment is absolutely essential. As I see it, confidence is possibly the most important commodity. Leaders don’t just dictate, they coach and keep the group on track. And that is the power that charities have…
  • 30. The choir • Not giving a voice - making them all bigger and bolder • Collective strength • Support, respect and nurture Not simply by getting more people to respond to what we say Not just kindly ‘giving supporters a voice’ Not by acting as picky curators of their best efforts But by giving supporters the skills tell their own stories…brilliantly …and then why not equip them to help others to tell their stories? Not simply by getting more people to respond to what we say Not just kindly ‘giving supporters a voice’ Not by acting as picky curators of their best efforts But by giving supporters the skills tell their own stories…brilliantly …and then why not equip them to help others to tell their stories?
  • 31. The choir • Not giving a voice - making them all bigger and bolder • Collective strength • Support, respect and nurtureIf we can nurture confidence and ability in people affected by the issues that drive our missions, our supporters could be inspired to give us something tremendously valuable back… To donate to us the trust and strength that it takes to stand up and sing. We all have choirs - they all have voices - let’s help them to take the stage. If we can nurture confidence and ability in people affected by the issues that drive our missions, our supporters could be inspired to give us something tremendously valuable back… To donate to us the trust and strength that it takes to stand up and sing. We all have choirs - they all have voices - let’s help them to take the stage.
  • 32. Thank you