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