Hello, I’m Jonathan
                         I don’t do this...
            Predict what’s going to happen 10-20 years fro...
So what do I do?




             I’m a “near futurist” examining emerging technology
             and see how that affect...
Look Sideways for Surprises




Wednesday, 4 November 2009
And check
                the rear view mirror




Wednesday, 4 November 2009
The public seem to have
                time on their hands.
               what are they up to?.



Wednesday, 4 November...
Every country different
      •   Each country has its own context for a child helpline.

      •   Every country is at a ...
Myths about Social Media
   •   myth 1: Forget traditional media. All the money
       is being raised through social medi...
Podcasting
                             works when its
                               a one-click
                        ...
Wednesday, 4 November 2009
But the crunch did spell end
                of “stupid” business models




Wednesday, 4 November 2009
Yahoo v Google




Wednesday, 4 November 2009
Power of the Simple Interface




Wednesday, 4 November 2009
Wikipedia..text but
                  photos + video rising
          Wikipedia's 13 million articles (3 million in the En...
Childline on Wikipedia
             4th destination On web
             60,000 queries/minute




Wednesday, 4 November 20...
Flickr - Photosharing
               4 billion photos online as of
               October 2009

               post photos...
Wednesday, 4 November 2009
Wednesday, 4 November 2009
YouTube
               20 hours of new video a minute

               Bandwidth costs 1 US$ million a day

               ...
Broadcasters’ View
             • Radio, TV, the Web, and.........mobile




Wednesday, 4 November 2009
Cross Media View 2009
                     Radio
                                               TV
                       ...
From Shouting to Sharing




Wednesday, 4 November 2009
From Shouting to
                           Sharing
  “... the ideal form
            of
   communication.
       People w...
Wednesday, 4 November 2009
Dominant social networks - though Facebook is growing
rapidly - currently adding between 600,000 and 700,000 users
       ...
Facebook Stats Nov 2009
             50% of active users log on to
             Facebook in any given day
             Fac...
Wow Effect


                12 million monthly subscriptions

                10-15 dollars each minimum

               ...
Digital Natives Gain Ground
     • Majority of young people don’t see
       the difference between:
          – PC’s (PC ...
kids avoid
   • more of the same at the same time.

   • services they do not value

   • things they don’t understand wit...
kids will pay (attention) for

   • services that help start conversations with
     their friends

   • alerts to things ...
BBC Audience Editors
             BBC have around 20 across various parts of news
             division

             They...
Audience habits change
  • Faster access and cheap storage mean digital natives (and
    older digital immigrants) expect ...
Global Study by AP in 2008

                             in United States, United Kingdom and India




                  ...
Wednesday, 4 November 2009
Most NGO sites look
 “finished”

 What can the visitor do to
 get involved?”




Wednesday, 4 November 2009
What can the user add?




Wednesday, 4 November 2009
Can they get involved?




Wednesday, 4 November 2009
They work for you.com




Wednesday, 4 November 2009
www.theyworkforyou.com/video
     67724 out of 68080 videos timestamped by the public.
     May be audio archives can be e...
www.theyworkforyou.com/video
     67724 out of 68080 videos timestamped by the public.
     May be audio archives can be e...
Fix My Street
                 1 million unique users in 2008




Wednesday, 4 November 2009
Wednesday, 4 November 2009
Fix my street is a
                            service
          • It’s not a protest site. In the course of providing
   ...
Wednesday, 4 November 2009
Wednesday, 4 November 2009
Charity Water - also
                    needs fixing...but




Wednesday, 4 November 2009
CHI Facebook Presence




Wednesday, 4 November 2009
Is it 94 or 2604 members? You need one group for
              internal use, one for the kids and another for
            ...
Charity Water 44,700 members




      check www.charitywater.org. note how the video
       can be ‘stolen’ from their si...
The Stork Saga




Wednesday, 4 November 2009
Save Stork in Copenhagen




Wednesday, 4 November 2009
25,612 for a Hoax




Wednesday, 4 November 2009
Wednesday, 4 November 2009
Wednesday, 4 November 2009
What’s wrong with NGO
                    pages?
                  is there anything there to start a
                  co...
You need to include more video/photos on the social media sites.
       Many countries like Japan, South Korea and China a...
Wednesday, 4 November 2009
Wednesday, 4 November 2009
What’s the Inside on Twitter?



                             Text




Wednesday, 4 November 2009
Where are people
                             when they use Twitter?
                                                     ...
2500 applications for twitter
        e.g. www.tweetdeck.com




Wednesday, 4 November 2009
Wednesday, 4 November 2009
Wednesday, 4 November 2009
Wednesday, 4 November 2009
twitter....
           think of it as a microsharing site...a way to share
           ideas with friends and create a repu...
Some advice


                  register, play, follow, participate in moderation.

                  the search tools loo...
Make my site better
                    want to solve a problem? (build a website for a
                    campaign). Ask...
Best Example is Charity
                     Water
                  Focussed- their story is easy to explain to
         ...
Wednesday, 4 November 2009
Charity Water Kenya




Wednesday, 4 November 2009
Twitter




Wednesday, 4 November 2009
Mobile Phone
                    One Key to Future Funding




Wednesday, 4 November 2009
The Challenge here is
      Language. 200+ in the area
                 here




Wednesday, 4 November 2009
No business model for TV in local languages outside cities


Wednesday, 4 November 2009
Wednesday, 4 November 2009
Radio comes into its own at times of crisis.




Wednesday, 4 November 2009
Wednesday, 4 November 2009
name and shame
  campaign in
  Ghana. exposing
  the makers and
  suppliers of fake
  drugs
                             T...
Wednesday, 4 November 2009
Wednesday, 4 November 2009
Wednesday, 4 November 2009
Wednesday, 4 November 2009
Wednesday, 4 November 2009
Wednesday, 4 November 2009
Wednesday, 4 November 2009
Wednesday, 4 November 2009
Wednesday, 4 November 2009
Wednesday, 4 November 2009
Wednesday, 4 November 2009
Wednesday, 4 November 2009
Wednesday, 4 November 2009
Wednesday, 4 November 2009
Wednesday, 4 November 2009
Wednesday, 4 November 2009
Wednesday, 4 November 2009
Wednesday, 4 November 2009
Community radio in
                       Africa
            •     Community radio the most effective way to
             ...
Some Key Points To Close




Wednesday, 4 November 2009
In Brief
 • There is always a role for professional storytellers, who
   shape clear, engaging stories out of real-life ch...
In Brief 2
          •   You have competition for peoples’ attention.
              First, try and find a different/unusual...
In brief 3:
              •   Keep the funders briefed with what happened
                  to their input. Plotting stats...
In brief 4

              •   To reduce fraud, make your guidelines friendly,
                  clear and easy to find. If ...
In brief 5

              •   Use twitter to share pieces of news. Write a
                  headline which makes people c...
6. Why do people comment on
                     your website?
         •   to expand on what’s written

         •   to e...
7. Moderation

              •   if you moderate comments, say so. This will
                  avoid people posting twice ...
8. Make more use of
                     photos and bylines
              •   many NGO sites are faceless. add a small pho...
9. things to do
         •   make sure you can be found in the one line media.
             tag everything consistently. W...
10. Be Prepared for the
                      Media
         •   Having bite size chunks of material ready is a
          ...
11. more things to do
              •   learn-do-learn. Low cost experiments.

              •   People only use social me...
12. Use social media to
               support conferences
              •   decide the conference date for conference 2 o...
Use the right tools for
               internal collaboration
                  Have a clear strategy for how you use the
...
Interested in your
                           feedback


              •   Would be interested to get feedback on the
    ...
Great to be with you in
                 Greece.
         Happy to give a second
       opinion on radio/TV pieces,
      ...
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Fundraising & New Media - Jonathan Marks

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Fundraising & New Media - Jonathan Marks

  1. 1. Hello, I’m Jonathan I don’t do this... Predict what’s going to happen 10-20 years from now Because that’s not why you asked me to Athens 1 of 7698 Wednesday, 4 November 2009
  2. 2. So what do I do? I’m a “near futurist” examining emerging technology and see how that affects storytelling in the next 3-5 years. I think some of what I have seen may be relevant to the stories you’re trying to tell, and the people you’re trying to influence. Let’s be practical. Wednesday, 4 November 2009
  3. 3. Look Sideways for Surprises Wednesday, 4 November 2009
  4. 4. And check the rear view mirror Wednesday, 4 November 2009
  5. 5. The public seem to have time on their hands. what are they up to?. Wednesday, 4 November 2009
  6. 6. Every country different • Each country has its own context for a child helpline. • Every country is at a different stage in their evolution towards new media models. There are so many factors that influence the speed. Politics. Broadband speed. Audience habits. Legacy technologies. • But the monopolies held by press, radio & TV have broken. Anyone can make content and publish it. But there are still roles for traditional media. • CHI needs to use both traditional and social media Wednesday, 4 November 2009
  7. 7. Myths about Social Media • myth 1: Forget traditional media. All the money is being raised through social media sites like twitter and Facebook. In fact only 1% of Facebook members have ever donated ANYTHING. It is so easy to add a button saying you support cause X without having to make a commitment. • myth 2; On-demand has replaced broadcast....whereas there are hundreds of thousands of downloads, there is still miliof “live” listening and viewing. (see BBC stats) Wednesday, 4 November 2009
  8. 8. Podcasting works when its a one-click subscription. iPlayer type technology essential for mainstream adoption. Wednesday, 4 November 2009
  9. 9. Wednesday, 4 November 2009
  10. 10. But the crunch did spell end of “stupid” business models Wednesday, 4 November 2009
  11. 11. Yahoo v Google Wednesday, 4 November 2009
  12. 12. Power of the Simple Interface Wednesday, 4 November 2009
  13. 13. Wikipedia..text but photos + video rising Wikipedia's 13 million articles (3 million in the English Wikipedia) have been written collaboratively by volunteer editors 300 servers in Florida, 26 in Amsterdam, and 23 in Yahoo!'s Korean hosting facility in Seoul 20-60,000 Page requests a minute as of August 2009, average 1,300 articles a day added, half of 2007, but still a good from volunteer authors. Wednesday, 4 November 2009
  14. 14. Childline on Wikipedia 4th destination On web 60,000 queries/minute Wednesday, 4 November 2009
  15. 15. Flickr - Photosharing 4 billion photos online as of October 2009 post photos on flickr and tag them. agree with others on a standard tag. this is a good way to raise awareness in other circles than your own. Wednesday, 4 November 2009
  16. 16. Wednesday, 4 November 2009
  17. 17. Wednesday, 4 November 2009
  18. 18. YouTube 20 hours of new video a minute Bandwidth costs 1 US$ million a day Means in 6 weeks, more content made by the audience than the professional broadcast networks in their entire history Wednesday, 4 November 2009
  19. 19. Broadcasters’ View • Radio, TV, the Web, and.........mobile Wednesday, 4 November 2009
  20. 20. Cross Media View 2009 Radio TV Visuals Audio (graphics & video) Text So much easier to explain to your boss..... Wednesday, 4 November 2009
  21. 21. From Shouting to Sharing Wednesday, 4 November 2009
  22. 22. From Shouting to Sharing “... the ideal form of communication. People with different views of a topic learn from each other.” Wednesday, 4 November 2009
  23. 23. Wednesday, 4 November 2009
  24. 24. Dominant social networks - though Facebook is growing rapidly - currently adding between 600,000 and 700,000 users per day, hit the 310 million mark in October 09 Wednesday, 4 November 2009
  25. 25. Facebook Stats Nov 2009 50% of active users log on to Facebook in any given day Facebook claims more than 310 million active users. The fastest growing demographic is those 35 years old and older Wednesday, 4 November 2009
  26. 26. Wow Effect 12 million monthly subscriptions 10-15 dollars each minimum owners generate over 1.2 billion Euro, large part of which comes from WOW. Wednesday, 4 November 2009
  27. 27. Digital Natives Gain Ground • Majority of young people don’t see the difference between: – PC’s (PC = Please copy, MAC Make another Copy) – Games consoles – Radio and TV – Mobile phones • They see them all as “digital”, even if they are not (yet). Wednesday, 4 November 2009
  28. 28. kids avoid • more of the same at the same time. • services they do not value • things they don’t understand within a few seconds. • anything that locks them in to something they believe they don’t need (especially now with the credit crunch) Wednesday, 4 November 2009
  29. 29. kids will pay (attention) for • services that help start conversations with their friends • alerts to things they need to know • ways to save time • they discover, consume, discuss, make, share content. what content is there on your site that they can “steal” to share with friends? Wednesday, 4 November 2009
  30. 30. BBC Audience Editors BBC have around 20 across various parts of news division They scan blogs, looking for what the audience is talking about, spotting expertise, commissioning thought pieces, lining up interviews. They use a mix of traditional technology and test new ones. They look at Google Social Search, for instance. Wednesday, 4 November 2009
  31. 31. Audience habits change • Faster access and cheap storage mean digital natives (and older digital immigrants) expect information to be available across different platforms (Web, Facebook, TV, Mobile, radio, emerging devices like Kindle). They don’t care how. • Content publishers are having to follow the audience, especially youth, who’s always on platform is social media rather than traditional media. • The heroes in social media circles are not necessarily the same as the heroes on TV. Wednesday, 4 November 2009
  32. 32. Global Study by AP in 2008 in United States, United Kingdom and India The Public says they are overwhelmed with these aspects While explaining they cannot easily The size of each box find these indicates the amount of aspects of the content pushed towards story the public Wednesday, 4 November 2009
  33. 33. Wednesday, 4 November 2009
  34. 34. Most NGO sites look “finished” What can the visitor do to get involved?” Wednesday, 4 November 2009
  35. 35. What can the user add? Wednesday, 4 November 2009
  36. 36. Can they get involved? Wednesday, 4 November 2009
  37. 37. They work for you.com Wednesday, 4 November 2009
  38. 38. www.theyworkforyou.com/video 67724 out of 68080 videos timestamped by the public. May be audio archives can be enhanced with metadata from fans? Wednesday, 4 November 2009
  39. 39. www.theyworkforyou.com/video 67724 out of 68080 videos timestamped by the public. May be audio archives can be enhanced with metadata from fans? Wednesday, 4 November 2009
  40. 40. Fix My Street 1 million unique users in 2008 Wednesday, 4 November 2009
  41. 41. Wednesday, 4 November 2009
  42. 42. Fix my street is a service • It’s not a protest site. In the course of providing a service it does generate transparency. • All the submissions are public and mapped. • Designed to stimulate engagement. 50% get fixed. If government doesn’t respond, system puts them in touch with the local politicians. • Journalists using it as a resource. Wednesday, 4 November 2009
  43. 43. Wednesday, 4 November 2009
  44. 44. Wednesday, 4 November 2009
  45. 45. Charity Water - also needs fixing...but Wednesday, 4 November 2009
  46. 46. CHI Facebook Presence Wednesday, 4 November 2009
  47. 47. Is it 94 or 2604 members? You need one group for internal use, one for the kids and another for friendraisers. child helpline international Wednesday, 4 November 2009
  48. 48. Charity Water 44,700 members check www.charitywater.org. note how the video can be ‘stolen’ from their site with one click to put on your blog. Wednesday, 4 November 2009
  49. 49. The Stork Saga Wednesday, 4 November 2009
  50. 50. Save Stork in Copenhagen Wednesday, 4 November 2009
  51. 51. 25,612 for a Hoax Wednesday, 4 November 2009
  52. 52. Wednesday, 4 November 2009
  53. 53. Wednesday, 4 November 2009
  54. 54. What’s wrong with NGO pages? is there anything there to start a conversation? Is there something I can share with my friends? Is there content I can use as a social currency? Is it a simple, clear compelling story I can share with others? Don’t confuse internal networks with networks designed to build conversations with the public. Wednesday, 4 November 2009
  55. 55. You need to include more video/photos on the social media sites. Many countries like Japan, South Korea and China are focussing on video communities rather than audio. Wednesday, 4 November 2009
  56. 56. Wednesday, 4 November 2009
  57. 57. Wednesday, 4 November 2009
  58. 58. What’s the Inside on Twitter? Text Wednesday, 4 November 2009
  59. 59. Where are people when they use Twitter? Mobile growing fast where fixed rates apply Wednesday, 4 November 2009
  60. 60. 2500 applications for twitter e.g. www.tweetdeck.com Wednesday, 4 November 2009
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  63. 63. Wednesday, 4 November 2009
  64. 64. twitter.... think of it as a microsharing site...a way to share ideas with friends and create a reputation for being a good source. its working especially in times of crisis....protests, Mumbai, Red Cross, LA fire dept personalities using it to lash back at the paparazzi. Gossip they control... the platform itself is dumb. Money is being made by those who use twitter for other things...a community of 6 million. Wednesday, 4 November 2009
  65. 65. Some advice register, play, follow, participate in moderation. the search tools look interesting.... a great command line to other things... in US you can open an account via mobile, charities using this to raise funds/pledges while the public is still in the room. Wednesday, 4 November 2009
  66. 66. Make my site better want to solve a problem? (build a website for a campaign). Ask the audience to improve what you have already done...people love to suggest improvements. Give them a deadline! Often a thank you in credits is enough...people like to see results of their efforts. If you want people to submit photos, tell them to post them with a meaningful tag (#nameofcampaign). You pick the best for your website, but everyone can see the contributions by searching for the tag on Flickr. Reduces disappointment. Wednesday, 4 November 2009
  67. 67. Best Example is Charity Water Focussed- their story is easy to explain to others. They use all kinds of social platforms to encourage people to do something to build a water well in Africa. Simple feedback loops to explain what happened and where as a result. Wednesday, 4 November 2009
  68. 68. Wednesday, 4 November 2009
  69. 69. Charity Water Kenya Wednesday, 4 November 2009
  70. 70. Twitter Wednesday, 4 November 2009
  71. 71. Mobile Phone One Key to Future Funding Wednesday, 4 November 2009
  72. 72. The Challenge here is Language. 200+ in the area here Wednesday, 4 November 2009
  73. 73. No business model for TV in local languages outside cities Wednesday, 4 November 2009
  74. 74. Wednesday, 4 November 2009
  75. 75. Radio comes into its own at times of crisis. Wednesday, 4 November 2009
  76. 76. Wednesday, 4 November 2009
  77. 77. name and shame campaign in Ghana. exposing the makers and suppliers of fake drugs Text Wednesday, 4 November 2009
  78. 78. Wednesday, 4 November 2009
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  95. 95. Wednesday, 4 November 2009
  96. 96. Community radio in Africa • Community radio the most effective way to reach kids in their own language in most parts of Africa. • Stations becoming community media centres, linking with mobile phone companies to share resources. They have people who speak local languages. • talk show formats becoming popular with the rise of FM radio. Good way of raising awareness of helplines in these countries. Wednesday, 4 November 2009
  97. 97. Some Key Points To Close Wednesday, 4 November 2009
  98. 98. In Brief • There is always a role for professional storytellers, who shape clear, engaging stories out of real-life chaos. Childline International knows what an important part of the audience is interested in. • Try to stop shouting and invent more processes to involve audiences in sustainable conversations, before, during and after “broadcast”. • Use all relevant distribution platforms, take calculated risks and share your “beta” projects with the audience. • Experiment with social networks outside your own PR circles. They extend the life and reach of your content. Perceived as valuable initiatives by the audience. Wednesday, 4 November 2009
  99. 99. In Brief 2 • You have competition for peoples’ attention. First, try and find a different/unusual angle. CHI holding a conference is not a story for others. But spotting in a trend in your data is (on-line bullying is on the up, parents awareness campaign launches tomorrow). • think of stories that do more than just provide info. what’s the background in brief? What could happen next? What happens if we do nothing? Wednesday, 4 November 2009
  100. 100. In brief 3: • Keep the funders briefed with what happened to their input. Plotting stats on google maps or Google Earth is a good way of sharing success because search engines will find this too. Put a clock on your website makes it look fresher. • Make it easy for people to show their support for what you do. Let then grab a piece of code that puts a support button on their site. Clicking on the button sends people to a special landing page on YOUR site. DONT make it the home page...if they get lost, they will give up fast. Wednesday, 4 November 2009
  101. 101. In brief 4 • To reduce fraud, make your guidelines friendly, clear and easy to find. If you don’t raise money door to door, say so. Ask people to report anonymously if they see this happening. • Make it easier for people to follow when a page is updated. Many browsers have RSS buttons. Wednesday, 4 November 2009
  102. 102. In brief 5 • Use twitter to share pieces of news. Write a headline which makes people curious, then add a clickable link for more info. • Analyse why a story was successful or not. learn from mistakes. Read the headline out loud, would you say this to friends? Wednesday, 4 November 2009
  103. 103. 6. Why do people comment on your website? • to expand on what’s written • to express outrage • to endorse what’s written • to correct what’s perceived to be wrong • to get a laugh • to promote something they’re doing • to spam the site Wednesday, 4 November 2009
  104. 104. 7. Moderation • if you moderate comments, say so. This will avoid people posting twice when their comment does not appear immediately. • If there is a negative comment on the site, by all means explain if the person is being reasonable. verbal abuse gets removes asap or filtered before it gets up there. Wednesday, 4 November 2009
  105. 105. 8. Make more use of photos and bylines • many NGO sites are faceless. add a small photo or avatar next to authors names. • invite comments or emails to a person. reacting to info@nameofwebsite.org often gets filtered out by spam filters. • Make sure that email address is dedicated for general enquiries. Wednesday, 4 November 2009
  106. 106. 9. things to do • make sure you can be found in the one line media. tag everything consistently. Wikipedia entry. Flickr. • Make sure you have a clear story for traditional media. Offer a service if you want to involve the public (charity water) • Make more use of video. Separate what you do in 3 parts, internal, kids, fundraisers. • great audio, so-so video is MUCH better than great video, so-so audio. • Do you have resources that can be of use to the media? (yes you do). Make it easy - B roll material that journalists can use to illustrate their interview. Wednesday, 4 November 2009
  107. 107. 10. Be Prepared for the Media • Having bite size chunks of material ready is a useful way of getting attention, especially in late November or June when broadcasters are often recording items in advance to cover for holidays. • don’t force or try and control a story. Think more about ways to suggest and influence. Having broadcast quality background material in 2-3 minute segments works wonders. • Find ways for those who endorse you story to show their support (look at digg.com) Wednesday, 4 November 2009
  108. 108. 11. more things to do • learn-do-learn. Low cost experiments. • People only use social media tools when it is part of their routine. Have someone assigned to work on wikipedia entries, flickr tags, a few hours a month. • Remember you want to trigger conversations, that lead to support for your work. “gimme” pleas are usually ignored. Wednesday, 4 November 2009
  109. 109. 12. Use social media to support conferences • decide the conference date for conference 2 on the last day on conference 1. pick up to 5 issues discussed/unresolved from conference 1. Open website/forum for conference 2 immediately. encourage people to continue the conversation on line. set a few deadlines for comments to be compiled into a summary of opinions and best practices. • invite the most active/constructive participants between the conference to share experiences in conference 2. • use free tools like vimeo.com and slideshare.com to share presentations, perhaps supporting a video conference. Wednesday, 4 November 2009
  110. 110. Use the right tools for internal collaboration Have a clear strategy for how you use the various social media tools... a blog to share ideas (for free) a moderated forum where invited guests can discuss and pitch ideas. forums keep track of who said, what and when. a wiki or Google docs where small groups can collaborate on ideas. Wednesday, 4 November 2009
  111. 111. Interested in your feedback • Would be interested to get feedback on the tweenz virtual world project, even if you think it won’t work in your area. Wednesday, 4 November 2009
  112. 112. Great to be with you in Greece. Happy to give a second opinion on radio/TV pieces, and trade best practices j.p.marks@gmail.com www.jonathanmarks.com Call: +31 6 53130829 Wednesday, 4 November 2009
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