Everybody working together
anatomy of a                              tweet

                          P&G (the soap in soap operas) cut TV ads by
   ...
anatomy of a                              tweet

                          P&G (the soap in soap operas) cut TV ads by
   ...
, Tue 16 Jun 10:54 via web


                                                          madebymany Tue 16 Jun 09:27 via web...
=   4,654


                   282
                   414
            1364


            1524    66

                   42...
=   4,654
+ 19,400
                   282
                   414
            1364


            1524    66

              ...
=   4,654
+ 19,400
+ (43x4,564)          282
= 224,176             414
               1364


               1524    66

  ...
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 fi...
mass-media: broadcasting controlled
messages to a pliable audience

scarce expensive professional top dowm
monopolistic fi...
mass-media: broadcasting controlled
messages to a pliable audience




                    nin g
scarce expensive professi...
daily reach (percentage internet users)
     facebook.com bbc.co.uk
20

15

10


5

0
                         Jan 2008   ...
in 2005 8% of UK           48% of UK internet
internet users had a       users have uploaded
profile on a social        ph...
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 mix...
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...
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 f...
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”*)



 *@St...
is this your organisation?
Cut across silos
Share experience, budget, web team resource, more like
a network, bust out of silos, new roles (community...
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

                                                                              ...
Inspiring a new generation -
the research shows what works...
...rich descriptions
...real people, real experiences
...in ...
Discover
                            Advertise



                                                                Apply


...
Discover
                            Advertise



                                                                Apply


...
anatomy of a volunteering opportunity
Settings



                                       Prefer-
                                       ences           Identity...
Search


                  Collaborative
                      filter

                    Personal
                   pref...
serving the whole experience
rich inspiring descriptions
personal, secure
real people visible
tools for self-organisation
...
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 pl...
“an online community, supporting youth-
led volunteering, virtual volunteering and
an interactive on-line market place whe...
Digital Demystified
Digital Demystified
Digital Demystified
Digital Demystified
Digital Demystified
Digital Demystified
Digital Demystified
Digital Demystified
Digital Demystified
Digital Demystified
Digital Demystified
Digital Demystified
Digital Demystified
Digital Demystified
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.

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Digital Demystified

  1. 1. Everybody working together
  2. 2. 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
  3. 3. 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
  4. 4. , 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
  5. 5. = 4,654 282 414 1364 1524 66 420 117 86 193 264
  6. 6. = 4,654 + 19,400 282 414 1364 1524 66 420 117 86 193 264
  7. 7. = 4,654 + 19,400 + (43x4,564) 282 = 224,176 414 1364 1524 66 420 117 86 193 264
  8. 8. http://bit.ly/15X1x0
  9. 9. http://bit.ly/15X1x0 ironic, isn’t it
  10. 10. mass-media: broadcasting controlled messages to a pliable audience scarce expensive professional top down monopolistic fixed content product
  11. 11. mass-media: broadcasting controlled messages to a pliable audience scarce expensive professional top dowm monopolistic fixed content product
  12. 12. mass-media: broadcasting controlled messages to a pliable audience nin g scarce expensive professional authorative li monopolistic fixed content product d e c
  13. 13. daily reach (percentage internet users) facebook.com bbc.co.uk 20 15 10 5 0 Jan 2008 Jan 2009 source: alexa.com
  14. 14. 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
  15. 15. online, as in the real world, people like to do things together, for a common cause
  16. 16. social media: internet-based tools for sharing stuff and organising activity free shared open portable bottom up rich mixed visual anyone service network
  17. 17. make share use
  18. 18. 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)
  19. 19. everyone’s a media-owner
  20. 20. everyone’s a media-owner
  21. 21. people want to tell their own stories
  22. 22. everyone’s a media-owner
  23. 23. New spaces for young people the rules of engagement
  24. 24. 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)
  25. 25. More useful = more engaging (“real engagement is when people do things you didn’t ask them to”)
  26. 26. Make it personal People trust institutions less and less, but want to be valued and recognised members of communities
  27. 27. Connect to the wider web
  28. 28. Decentralise, release control (“the social web is disruptive, but some members of the SMT are still resisting”*) *@SteveBridger
  29. 29. is this your organisation?
  30. 30. 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
  31. 31. organise around campaigns, not functions
  32. 32. Integrate all services and communication activities, online and offline
  33. 33. offline website social web
  34. 34. Use open APIs, open source software, modular development frameworks, rich media
  35. 35. 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
  36. 36. 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?
  37. 37. Discover Advertise Apply Create Accept Mentor Participate Review Record lifecycle of a volunteering opportunity
  38. 38. Discover Advertise Apply Create Accept Mentor Participate Review Record lifecycle broken after search and apply
  39. 39. anatomy of a volunteering opportunity
  40. 40. Settings Prefer- ences Identity Location Viewed Pics Videos Rewards Activities Ratings Content Skills Reviews Diary Groups Friends anatomy of a volunteer
  41. 41. Search Collaborative filter Personal preferences + Skills matching Friend finding Most interesting creating a marketplace
  42. 42. 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
  43. 43. open API
  44. 44. 5. Everybody working together
  45. 45. 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
  46. 46. “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
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