Our Digital Futures



        Steve Bridger
 Third Sector Forum - 6 May 2009

                                           ...
(I know that you know) Web 2.0 means
things you can do




                    people you know
                           ...
The challenge: the boundaries
  of traditional charities are
under assault by new patterns
     of communication and
  ass...
social media provides an architecture for participation -
       not just a new channel for more of the same
             ...
but charities structured for
              ‘transactional’ relationships,
                  not for conversations


volunt...
right now, we’re feeling some
          real pain




                                                               6
   ...
but we need to recruit people into roles like these...




                                                         7
while you
talk of doom
                                                        were
  & gloom
                            ...
This i
                     s not
                                                 anoth
                                 ...
people are more connected
      in a recession




                                                                       ...
and (still) have expectations of being able
     to change the landscape quickly




                      experiences
   ...
digital team
silos & turf wars




                                                                    12
organisational d...
the social web is disruptive, but some
members of the SMT are still resisting
                                            ...
the new normal - deal with it
                                                                14
        original doodle b...
innovation
  from the
‘messy’ edges




perfection does not lead to participation
                                      15...
As supporters increasingly
  want to mix giving their
   time, money, activism &
influence... the time has come
for chariti...
net works will gradually replace institutions
                                                      17
                gra...
perso
               nal id
    centra           entity
           l to n
                  ew ru
        engag           ...
need to focus on one-to-one, highly
personal approaches; one person, one
connection, one conversation at a time
          ...
“the message is not about the
  charity; it’s about why the
      messenger cares” (Katya Andresen)


                    ...
OLD WAY: join us because we kick ass
NEW WAY: join us because we want you
to kick ass
                                    ...
real engagement =
 when people do things for the
cause you didn’t ask them to do




                                     ...
participation is marketing




                        23
(scalable)
role changing from                                                                  conversations
  broadcaster...
let your people work socially rather than assume in
advance that none of it is any use to you
make resources go further by...
trust the hiring decision




                                                          26
       http://www.flickr.com/pho...
I’m not advocating
 throwing the baby out
with the bath water... but



                                                  ...
28
http://www.flickr.com/photos/petereed/138369750/
what’s the
                                                                                      Return On
               ...
Please let me know what
       you think :-)
       @stevebridger
     mexicanwave@gmail.com




                         ...
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Our Digital Futures: to Charity Heads of Digital

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A presentation I gave at the Whitewater/Aquent Third Sector Forum on 6 May 2009. What I said (not always clear from slides) was aimed at those leading digital teams in some of the biggest UK charities.

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Our Digital Futures: to Charity Heads of Digital

  1. 1. Our Digital Futures Steve Bridger Third Sector Forum - 6 May 2009 1 http://www.flickr.com/photos/charmermrk/3085808659/
  2. 2. (I know that you know) Web 2.0 means things you can do people you know 2 Jessica Hagy
  3. 3. The challenge: the boundaries of traditional charities are under assault by new patterns of communication and association... regardless of how the individual technology pieces change 3
  4. 4. social media provides an architecture for participation - not just a new channel for more of the same 4
  5. 5. but charities structured for ‘transactional’ relationships, not for conversations volunteer donor / fundraiser campaigner / activist beneficiary 5
  6. 6. right now, we’re feeling some real pain 6 http://www.flickr.com/photos/davidmaddison/67234056/
  7. 7. but we need to recruit people into roles like these... 7
  8. 8. while you talk of doom were & gloom sleeping 8 http://www.flickr.com/photos/ceruleandepths/1693238000/ http://www.flickr.com/photos/flash_nerd/3488024255/
  9. 9. This i s not anoth er cyc le; it’ sa 9 Image by Francis Tiangsun; reproduced with permission
  10. 10. people are more connected in a recession 10 http://www.guardian.co.uk/lifeandstyle/2009/feb/10/underground-restaurants-london http://www.flickr.com/photos/browners/3304257382/ with permission
  11. 11. and (still) have expectations of being able to change the landscape quickly experiences 11
  12. 12. digital team silos & turf wars 12 organisational dependency on hierarchy graphic adapted from Gobillot, 2006
  13. 13. the social web is disruptive, but some members of the SMT are still resisting 13 http://www.youtube.com/watch?v=s83Roxf wPFg
  14. 14. the new normal - deal with it 14 original doodle by Dave Gray; remixed with permission
  15. 15. innovation from the ‘messy’ edges perfection does not lead to participation 15 original doodle by Dave Gray; remixed with permission
  16. 16. As supporters increasingly want to mix giving their time, money, activism & influence... the time has come for charities to re-structure to reflect this 16
  17. 17. net works will gradually replace institutions 17 graphic adapted from Gobillot, 2006
  18. 18. perso nal id centra entity l to n ew ru engag les of emen t we are becoming ever more focused on ourselves as individuals yet yearn to be members of communities (indulgence + philanthropy) 18
  19. 19. need to focus on one-to-one, highly personal approaches; one person, one connection, one conversation at a time (but how to scale?) 19
  20. 20. “the message is not about the charity; it’s about why the messenger cares” (Katya Andresen) 20
  21. 21. OLD WAY: join us because we kick ass NEW WAY: join us because we want you to kick ass 21
  22. 22. real engagement = when people do things for the cause you didn’t ask them to do 22 http://www.flickr.com/photos/krypto/3321950347/
  23. 23. participation is marketing 23
  24. 24. (scalable) role changing from conversations broadcasters to around your aggregators appeals should all charities release an API? individual goals realised through 24 your work adapted from a David Armano graphic | darmano.typepad.com
  25. 25. let your people work socially rather than assume in advance that none of it is any use to you make resources go further by encouraging employees to embrace & develop their personal brands think about how programmes & communications can be articulated through grassroots net works to 25 deliver your mission
  26. 26. trust the hiring decision 26 http://www.flickr.com/photos/jfchenier/428825569/
  27. 27. I’m not advocating throwing the baby out with the bath water... but 27 http://www.flickr.com/photos/mikefischer/168105454/
  28. 28. 28 http://www.flickr.com/photos/petereed/138369750/
  29. 29. what’s the Return On Ignoring? 29 http://www.flickr.com/photos/heather/976689760/ http://www.flickr.com/photos/russelldavies/375434178/
  30. 30. Please let me know what you think :-) @stevebridger mexicanwave@gmail.com 30 http://www.flickr.com/photos/russelldavies/375434178/

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