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Workshop presentation by Jude Habib on Social Media at NAVCA Annual Conference - September 17th 2008

Workshop presentation by Jude Habib on Social Media at NAVCA Annual Conference - September 17th 2008

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  • 1. How can the third sector adapt to the changing media environment Jude Habib Founder and Director sounddelivery
  • 2. Who am I ?
    • 12 years at the BBC
    • Working predominately on Social Campaigns
    • Set up sounddelivery to work with third sector organisations and their service users to get their messages heard in innovative ways
    • Specialise in social media including podcasting, audio, video and creative communications.
  • 3. Masterclass Overview
    • We will discuss the changing media landscape
    • with a focus on the rise of social media, explore the
    • creative uses of social media and how it can be used to get
    • your messages heard. Also looking at changing role of
    • ‘ traditional’ media. From podcasting to audio on your
    • websites, video and social networking we will explore the
    • potential for use in your organisations.
  • 4. Immigrants vs. Natives
    • Purposeful
    • Search
    • Manage
    • Updates
    • Automatic (and will be mobile)
    • Networks
    • The brand of me
    • Media channel
  • 5. is really just a label for the way the internet looks today
  • 6. Web 2.0/Social Media
    • Describes the online technologies and
    • practices that people use to share opinions, insights,
    • experiences, perspectives and media itself.
    • Takes many current forms including text,
    • images, audio and video. These sites typically use
    • technologies such as blogs, messageboards, podcasts,
    • wikis and vodcasts to allow users to interact.
    • Examples:
    • Wikipedia (reference) Facebook (social networking)
    • You Tube (video sharing) Second Life (virtual reality)
    • Digg (news sharing) Flickr (photosharing)
  • 7.
    • Blogs
    • Podcasts
    • YouTube
    • Social networks
    Social Media
    • 106,000,000
    • 75,000 new blogs per day
    • 22.5 Million iPods sold in the last year
    • 125,000p / 25,000+v
    • Est 12 million regular listeners by 2010
    • 50% Larger than the next 64 sites combined
    • 8 th Largest site on the web – 55m users p/month
    • 200 sites worldwide.
    • The biggest have more page views than Google.
  • 8. What’s changed?
    • RSS-fed
    • You can now 'subscribe' to a feed, so content comes direct to you without you having to seek it out.
  • 9. Blogging
  • 10. What is a blog?
    • Chronological web publishing
    • Uses free / simple interface
    • Allows people to comment and to subscribe
    • Mainly text but can be photo / audio / video
    • Technorati tracking 106m
  • 11. Who is blogging?
    • Individuals
    • Corporate businesses
    • The Media
    • Charities
    • You!
  • 12. Blogging: stories with words
    • A conversation: a two way communication channel
    • Think of it as keeping in touch with friends
    • Write like a real person, not a PR
    • Write about real experiences, personal views
    • Use your blog to link to others, and key points of information
  • 13. Blogging tools
  • 14. Trend towards microblogging
    • Linked to growth in mobile and social networking
    • Status
    • Irregular posts
    • Photo sharing & social bookmarking
  • 15. Blogging: stories with Pictures
  • 16. Group Discussion
    • Brainstorm different ways a blog can set the agenda
    • Linking journalists
  • 17. Podcasting
  • 18. What is a podcast?
    • Regularly updated audio content
    • RSS-fed
    • Often “Radio show” format
  • 19. What is a podcast not?
    • A standalone audio file
    • Something you need an iPod to listen to
    • Only for young people
    • Only for computer geeks!
  • 20. Why Audio?
    • Powerful
    • Cost Effective
    • Anonymous
    • Dynamic
    • Exciting
    • Real
    • Emotive
    • Controlled
    • Authentic
    • Passionate
    • Grassroots
    • Targeted
  • 21. Storytelling using audio
  • 22. Formats
    • Case Studies /Features as part of a campaign/awareness raising
    • Magazine Style /News Reports
    • Dramas
    • Celebrities
  • 23. Audio Online/Podcasts
  • 24. Content to discuss
  • 25. Discussion Point
    • Think about how audio content can/is being used?
  • 26.
    • Created an audio cd for their European partners of family case studies
    • A group of young people have been trained to create audio diaries from their trips.
    • Others recorded on holiday Liam’s story
    • Audio used on website/in presentations / as part of funding bids (including BLF)
    • Recorded a key stakeholder meeting
    • Material picked up by the guardian
    • Strategically thinking about how audio/visual media works for them – using it in many ways.
    • Content been picked up by traditional media – BBC, Guardian, online, on air
    • Punching above their weight?
  • 27. Things to remember
    • Everyone has a different perspective
    • Stories told simply – music not a necessity
    • Short and to the point
    • Different locations, accents, voices, don’t always need a ‘presenter’
    • Formats – audio diary, magazine, columns, debate, discussion – what’s right for you.
    • Quality of recording – doesn’t matter if it’s a bit raw but if there is mic rattle people will switch off
    • Don’t forget you are narrowcasting – not broadcasting
  • 28. Content, Content, Content
    • It doesn’t matter what approach you go for..
    • Absolutely Crucial
    • Get it right and people will subscribe to feed
    • Continue to listen
    • Join in the conversation via social networks
    • Get involved – user generated content
    • Tell their friends
    • volunteer/support/donate/
  • 29. Social Networks
  • 30. What is a social network?
    • Social networks are groups of individuals unified by common
      • Interests
      • Vocations
      • Passions
      • Needs
    • Before the internet these groups were more limited by proximity
    • Online social networks benefit from the LONG-TAIL effect
  • 31.  
  • 32. 60% of people surveyed by Yahoo! felt it was OK to have a good friend who they’d never physically met
  • 33. Are social networks just for the young?
    • sagazone.co.uk
    • couchsurfers
    • wayn.com
  • 34. Case Study Kate Fox Mersey Basin Campaign
  • 35.  
  • 36.
    • Walter’s Wishlist:
    • To explore the potential of web 2.0 for the organisation
    • To use new media to engage with a younger audience.
    • To enliven the Campaign’s website
    • To have a blog, a podcast, a text service, a wikipedia entry, an e-briefing…..and they hadn’t even heard of Facebook, Myspace or Flickr yet……
  • 37.  
  • 38.  
  • 39.  
  • 40. Some things were deliberate…and some weren’t exactly…
  • 41. Mersey: River that changed the world Audio interviews with people whose lives have been entwined with the river Mersey
  • 42. From the MBC blog… … to Granada Reports
  • 43. Results Increased website visits: September 2006 saw 16,180 visits September 2007 saw 46,750 visits A radio series on Radio Merseyside Coverage on ITV Granada Reports
  • 44. So is Web 2.0 for you or not?
    • YES
    • You want to express the human voice of your organisation
    • You want to enable easy ways for people to share knowledge and information
    • Open source thinking - willing to share ideas in progress and let others join in and help it
    • Can deal with the messiness
    • You already have the basics covered.
    • Costs
    • Source: Designing for Civil Society
    • NO
    • You are obsessively controlling
    • Your organization is not ready for some changes in how you work
    • Your audience is not online
    • Everything must be vetted by central authority
    • Your copy or campaign messaging is written in stone, not electricity
    • You aren't prepared to assist people in learning a new skill and the time to make it an organizational habit.
  • 45. TIPS FOR CREATING POWERFUL CONTENT
    • 1. Listen to podcasts, audio content, read blogs, watch vodcasts
    • 2. Involve your staff, service users, supporters, clients - get their opinions/ideas, find out what they’re listening to/downloading/buying.
    • 3. Be yourselves - you’re not the BBC so don’t try and copy what’s out there. Be innovative.
    • 4. Work across a range of departments – don’t just leave it to your new media /communications team (if you have one).
    • 5. Create a social media strategy start slowly and build up content.
    • Just Do It
  • 46. Endless possibilities pods/blogs/social media…….
    • Branded Podcasts Podverts
    • Audio/video press release/clips for journalists
    • Send to broadcasters/other media
    • Audio slideshows
    • Citizen/Social Reporters
    • Mobile Phone Campaigns
    • Update trustees/Stakeholders
    • Audio Dramas
    • Online Radio Stations
    • Incentives to marathon runners – links to websites / JustGiving sites
    • Social inclusion
  • 47. Other places for your content Start Listening Local Media
  • 48. Creating a social media strategy
    • Just because you can, doesn’t mean you should
    • But what could work for you?