Digital Demystified
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Digital Demystified

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A case study how digital can be at the heart of everything an organisation does. From William Owen of Made by Many.

A case study how digital can be at the heart of everything an organisation does. From William Owen of Made by Many.

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    Digital Demystified Digital Demystified Presentation Transcript

    • Everybody working together
    • anatomy of a tweet P&G (the soap in soap operas) cut TV ads by 44% last quarter, but increased internet spending by 200+%. http://bit.ly/15X1x0 (via @clayshirky) wdowen, Sun 14 jun 21:39 via Search
    • anatomy of a tweet P&G (the soap in soap operas) cut TV ads by 44% last quarter, but increased internet spending by 200+%. http://bit.ly/15X1x0 (via @clayshirky) wdowen, Sun 14 jun 21:39 via Search P&G (the soap in soap operas) cut TV ads by 44% last quarter, but increased internet spending by 200+%. http://bit.ly/15X1x0 cshirky 2:12 PM Jun 13th from TweetDeck
    • , Tue 16 Jun 10:54 via web madebymany Tue 16 Jun 09:27 via web 1364 wdowen Sun 14 jun 21:39 via web cshirky Sat 13 Jun 14:12 from TweetDeck 1524 wethink Tue 16 Jun 09:27 via web
    • = 4,654 282 414 1364 1524 66 420 117 86 193 264
    • = 4,654 + 19,400 282 414 1364 1524 66 420 117 86 193 264
    • = 4,654 + 19,400 + (43x4,564) 282 = 224,176 414 1364 1524 66 420 117 86 193 264
    • http://bit.ly/15X1x0
    • http://bit.ly/15X1x0 ironic, isn’t it
    • mass-media: broadcasting controlled messages to a pliable audience scarce expensive professional top down monopolistic fixed content product
    • mass-media: broadcasting controlled messages to a pliable audience scarce expensive professional top dowm monopolistic fixed content product
    • mass-media: broadcasting controlled messages to a pliable audience nin g scarce expensive professional authorative li monopolistic fixed content product d e c
    • daily reach (percentage internet users) facebook.com bbc.co.uk 20 15 10 5 0 Jan 2008 Jan 2009 source: alexa.com
    • in 2005 8% of UK 48% of UK internet internet users had a users have uploaded profile on a social photos, 32% have network uploaded videos - in 2008 it was 35% 66% of UK internet 64m people use users have read flickr.com. They blogs, and 25% have upload 3m photos created one each day source: McCann March ʻ08
    • online, as in the real world, people like to do things together, for a common cause
    • social media: internet-based tools for sharing stuff and organising activity free shared open portable bottom up rich mixed visual anyone service network
    • make share use
    • If what we’re doing is right, and if we give them the tools, young people will do the marketing and organising for us (and be better at it than we are)
    • everyone’s a media-owner
    • everyone’s a media-owner
    • people want to tell their own stories
    • everyone’s a media-owner
    • New spaces for young people the rules of engagement
    • Build the story, layer by layer (give activists and involved people tools and media to do it for you, trust them to act for the common good)
    • More useful = more engaging (“real engagement is when people do things you didn’t ask them to”)
    • Make it personal People trust institutions less and less, but want to be valued and recognised members of communities
    • Connect to the wider web
    • Decentralise, release control (“the social web is disruptive, but some members of the SMT are still resisting”*) *@SteveBridger
    • is this your organisation?
    • Cut across silos Share experience, budget, web team resource, more like a network, bust out of silos, new roles (community manager, digital advocate...), new structures
    • organise around campaigns, not functions
    • Integrate all services and communication activities, online and offline
    • offline website social web
    • Use open APIs, open source software, modular development frameworks, rich media
    • Video Mapping Events Bus location Bus route July 2009 Bus timetable Video classes Video creation June 2009 Video editing Bluetooth and MMS enabled Photos bus.vinspired.com Bus blog Blog Bus carbon Blog calculator Blogging Video Blog Tweet Tweet Radio 1 Facebook groups and events Tweet ‘Spot the bus’ competitions Favour chain
    • Inspiring a new generation - the research shows what works... ...rich descriptions ...real people, real experiences ...in groups, with friends ...quick response How did vinspired.com stack up?
    • Discover Advertise Apply Create Accept Mentor Participate Review Record lifecycle of a volunteering opportunity
    • Discover Advertise Apply Create Accept Mentor Participate Review Record lifecycle broken after search and apply
    • anatomy of a volunteering opportunity
    • Settings Prefer- ences Identity Location Viewed Pics Videos Rewards Activities Ratings Content Skills Reviews Diary Groups Friends anatomy of a volunteer
    • Search Collaborative filter Personal preferences + Skills matching Friend finding Most interesting creating a marketplace
    • serving the whole experience rich inspiring descriptions personal, secure real people visible tools for self-organisation a two-way marketplace connected to the wider web
    • open API
    • 5. Everybody working together
    • a working trial to discover what works! created with - and by - young people make learnings available to the sector one platform, benefiting all V programmes everybody working together
    • “an online community, supporting youth- led volunteering, virtual volunteering and an interactive on-line market place where young people can promote their skills and interests to volunteer-involving organisations, enabling a two-way recruitment process” Russell Commission report