From broadcast to networks Tools & Changing Landscapes in the Third Sector Simon Collister | We Are Social
First, let’s take a step back
Major shift in landscape <ul><li>“ If the late 19th century was the ‘golden age’ of mutual institutions, clubs and societi...
Caused by emergence of social web <ul><li>Early Internet built by corporations and Government </li></ul><ul><li>Emerging s...
Leading to organisational shift “ Organisations are increasingly being by-passed and  power is shifting away from top-down...
The changing landscape and its effect on the sector
Emerging key trends <ul><li>These emerging networks are characterised by two key trends – both social and technological: <...
Social capital <ul><li>Social Capital can be defined as “shared values” that promote social cooperation to achieve common ...
This isn’t social capital X
Social media builds social capital <ul><li>Building social capital in social media relies on ‘social’ interaction rather t...
Social media: social, not media <ul><li>“ When social exchanges and market exchanges are mixed up people get uncomfortable...
Increasingly self-organised <ul><li>Charities must move from traditional, top-down </li></ul><ul><li>‘ Join Us’ structures...
Organisational hybridity <ul><li>“ New organizational forms are emerging that exist only in hybrid form and could not func...
The organisation of the future? Outreach Manage Twitter Slideshare Issuu Flickr YouTube
New tools offer empowerment <ul><li>“ because the minimum costs of being an organization in the first place are relatively...
Empowering tools
Using tools to become active nodes <ul><li>To succeed in a networked campaigning work, NGOs must establish themselves as n...
Engagement cycle CONVERSATIONS Conversation platforms Blog Twitter  Facebook MONITORING & RESPONDING
Tooled-up networks in action Which organisations are doing it well?
Tooled-up networks in action Which organisations are doing it well? WRONG QUESTION
People are already organising
#Trafigura
#Trafigura timeline <ul><li>October 12 th  2009 </li></ul><ul><li>Guardian super-injuncted by Carter Ruck </li></ul><ul><l...
MyDavidCameron
Tooled-up networks in action However, some organisations  are  doing it well
Greenpeace vs Nestle
Amnesty: Shell Webchat
Conservative Party
Princess Royal Trust for Carers
Where do we go from here?
The challenge “ Organisations are increasingly being by-passed and  power is shifting away from top-down hierarchies and t...
The solutions? <ul><li>Establish presence in online networks </li></ul><ul><ul><li>Use low-cost, participatory tools to ‘j...
Thanks http://wearesocial.net
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From broadcast to networks: Tools & changing landscapes in the Third Sector

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We Are Social's approach to strategic social media campaigning for NGOs and the Third Sector. keynote presentation delivered at the Media Trust's Spring Conference, Tuesday 16th March 2010.

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From broadcast to networks: Tools & changing landscapes in the Third Sector

  1. 1. From broadcast to networks Tools & Changing Landscapes in the Third Sector Simon Collister | We Are Social
  2. 2. First, let’s take a step back
  3. 3. Major shift in landscape <ul><li>“ If the late 19th century was the ‘golden age’ of mutual institutions, clubs and societies, the early 21st century is a new golden age of networks and online communities” </li></ul>- NCVO Report, ICT Foresight: how online communities can make the internet work for the Voluntary and Community Sector
  4. 4. Caused by emergence of social web <ul><li>Early Internet built by corporations and Government </li></ul><ul><li>Emerging social web being built by networks of individuals </li></ul>
  5. 5. Leading to organisational shift “ Organisations are increasingly being by-passed and power is shifting away from top-down hierarchies and towards more fluid and participative networks ” NCVO Report, ICT Foresight: how online communities can make the internet work for the Voluntary and Community Sector
  6. 6. The changing landscape and its effect on the sector
  7. 7. Emerging key trends <ul><li>These emerging networks are characterised by two key trends – both social and technological: </li></ul><ul><ul><ul><li>Social capital -- > Networks motivated by rewards from social cooperation to achieve shared goals </li></ul></ul></ul><ul><ul><ul><li>Self-organisation --> Advocacy networks are being created by self-organised groups </li></ul></ul></ul><ul><li>These factors are creating a situation that is fundamentally changing the way organisations operate – both in function and form </li></ul>
  8. 8. Social capital <ul><li>Social Capital can be defined as “shared values” that promote social cooperation to achieve common goals </li></ul><ul><li>It’s about creating motivation and reward based on non-financial incentives </li></ul>
  9. 9. This isn’t social capital X
  10. 10. Social media builds social capital <ul><li>Building social capital in social media relies on ‘social’ interaction rather than ‘media’ content: </li></ul><ul><ul><li>“ Only 10% of success in social media is content, the other 90% is being part of the community” </li></ul></ul><ul><ul><ul><ul><li>– Robin Grant </li></ul></ul></ul></ul><ul><ul><li>“ Content isn't king … Conversation is king. Content is just something to talk about.” </li></ul></ul><ul><ul><li>- Cory Doctorow </li></ul></ul>
  11. 11. Social media: social, not media <ul><li>“ When social exchanges and market exchanges are mixed up people get uncomfortable. And grumpy. And this explains many of the pickles brands get themselves into, particularly with personal media creators like bloggers. Blogging is mostly a social thing, social norms apply. ” </li></ul><ul><li>- Russell Davies </li></ul>
  12. 12. Increasingly self-organised <ul><li>Charities must move from traditional, top-down </li></ul><ul><li>‘ Join Us’ structures through to ‘Join In’ and on to emerging online ‘Join Up’ networks </li></ul>
  13. 13. Organisational hybridity <ul><li>“ New organizational forms are emerging that exist only in hybrid form and could not function in the ways they do without the Internet. These “hybrid mobilization movements” blend functions typically associated with political parties, interest groups, and social movements. Moreover, fast “switches,” between online and offline realms, and within and between campaigns, are emerging characteristics of contemporary political mobilization.” </li></ul><ul><li>Andrew Chadwick, Professor of Political Science </li></ul><ul><li>New Political Communications Unit </li></ul><ul><li>Royal Holloway, University of London </li></ul>
  14. 14. The organisation of the future? Outreach Manage Twitter Slideshare Issuu Flickr YouTube
  15. 15. New tools offer empowerment <ul><li>“ because the minimum costs of being an organization in the first place are relatively high, certain activities may have some value but not enough to make them worth pursuing in any organized way. New social tools are altering this equation by lowering the costs of coordinating group action .&quot; </li></ul><ul><li>Clay Shirky, Here Comes Everybody: The Power of Organizing Without Organizations </li></ul>
  16. 16. Empowering tools
  17. 17. Using tools to become active nodes <ul><li>To succeed in a networked campaigning work, NGOs must establish themselves as nodes. This means engaging in conversations and using the right tools to connect with wider networks of influence </li></ul>a) Connected node b) disconnected node
  18. 18. Engagement cycle CONVERSATIONS Conversation platforms Blog Twitter Facebook MONITORING & RESPONDING
  19. 19. Tooled-up networks in action Which organisations are doing it well?
  20. 20. Tooled-up networks in action Which organisations are doing it well? WRONG QUESTION
  21. 21. People are already organising
  22. 22. #Trafigura
  23. 23. #Trafigura timeline <ul><li>October 12 th 2009 </li></ul><ul><li>Guardian super-injuncted by Carter Ruck </li></ul><ul><li>Blogosphere and Twittersphere erupts with links to story; backstory of Ivory Coast waste dumping; calls for action as corporate law firms stifles democracy; Hashtag #trafigura created </li></ul><ul><li>#trafgura trends on Twitter generating media coverage and mass awareness </li></ul><ul><li>October 13 th 2009 </li></ul><ul><li>Super-injunction lifted, Guardian confirms parliamentary question was indeed related to Trafigura </li></ul><ul><li>October 16 th 2009 </li></ul><ul><li>Original injunction lifted and report published </li></ul>
  24. 24. MyDavidCameron
  25. 25. Tooled-up networks in action However, some organisations are doing it well
  26. 26. Greenpeace vs Nestle
  27. 27. Amnesty: Shell Webchat
  28. 28. Conservative Party
  29. 29. Princess Royal Trust for Carers
  30. 30. Where do we go from here?
  31. 31. The challenge “ Organisations are increasingly being by-passed and power is shifting away from top-down hierarchies and towards more fluid and participative networks ” NCVO Report, ICT Foresight: how online communities can make the internet work for the Voluntary and Community Sector
  32. 32. The solutions? <ul><li>Establish presence in online networks </li></ul><ul><ul><li>Use low-cost, participatory tools to ‘join up’ </li></ul></ul><ul><li>Identify and co-opt strategic networks </li></ul><ul><ul><li>Find and engage your communities online </li></ul></ul><ul><li>Embrace the internal disruption </li></ul><ul><ul><li>Seek out external opportunities and reorganise </li></ul></ul>
  33. 33. Thanks http://wearesocial.net

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