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    1. 1. Ben Akin-Smith  :07723 051 507  :Ben.Akin-Smith@Enableinteratctive,co.uk Digital & You
    2. 2. This is me: … digital strategist , hopeful runner, entrepreneur , terrible cook, media planner , ex-fat man, email marketer , husband, business owner , atrocious singer, communicator , avid wearer of shoes, digital evangelist, aspiring photographer, blogger & Mac convert.
    3. 3. <ul><li>Recession </li></ul><ul><li>Audience relationships </li></ul><ul><li>The Key Stages of digital activity </li></ul><ul><li>The principles of online “activity” </li></ul><ul><li>Emerging trends </li></ul><ul><li>Examples </li></ul>Agenda <ul><li>Eat doughnuts </li></ul><ul><li>Interrupt </li></ul><ul><li>Ask questions </li></ul>
    4. 4. The Impact of the global recession Rising unemployment Increase in Government Borrowing Falling investment Falling Share Prices
    5. 5. How will an economic recession impact my daily life? http://www.flickr.com/photos/amiev/2435360436/ Household budgets stretched Fewer jobs Less disposable income Rising prices
    6. 6. <ul><li>How does this affect you? </li></ul><ul><li>What are you plans for working through this period? </li></ul><ul><li>Are you running any current campaigns </li></ul><ul><li>Has the recession changed your ambitions? </li></ul>
    7. 7. <ul><li>Apparently they will </li></ul><ul><li>Carry on regular giving </li></ul><ul><li>Not increase their giving </li></ul><ul><li>Not support new charities </li></ul><ul><li>http://www.fundraising.co.uk/video/2008/10/28/charity-recession-word-street </li></ul>What will people do with their money? http://flickr.com/photos/carmbler/191982925
    8. 8. It is easy to assume that charitable donations form the very pinnacle of what people chose to do with their disposable income and it will be the first thing to go if you are feeling light in the wallet. I really don’t think that it is true . Apparently they will not stop giving
    9. 9. This is especially untrue with committed donors http://flickr.com/photos/eschipul/2371505523/sizes/l/ How do we ensure this commitment remains?
    10. 10. <ul><li>Do you agree? </li></ul><ul><li>What are your objectives for this year? </li></ul><ul><li>What is coming up for you this year? (themes/campaigns/projects) </li></ul>
    11. 11. 1. Awareness 2. Engagement 3. Retention The Key Stages of digital activity & campaigning
    12. 12. Awareness - Introduce yourself , http://www.flickr.com/photos/lrargerich/3063054521/
    13. 13. Awareness <ul><li>Use all appropriate media </li></ul><ul><li>Find communities </li></ul><ul><li>Mobilise content </li></ul><ul><li>Give opinion, make a statement </li></ul><ul><li>Aussie Tourist board </li></ul>
    14. 14. <ul><li>Define who you are & what you stand for </li></ul>http://www.flickr.com/photos/gtmq8/2303591849/ COMMIT TO IT & BE CONSISTENT . <ul><li>About Us page </li></ul><ul><li>Email </li></ul><ul><li>Print </li></ul><ul><li>Blogs </li></ul><ul><li>Letters </li></ul><ul><li>Campaigns </li></ul><ul><li>Social media </li></ul>
    15. 15. Simons Cat - RSPCA <ul><li>Simon's Cat's YouTube channel - 60,000 subscribers & over 7.8 million views. </li></ul><ul><li>Bumpered with URL front and back </li></ul>Find your Audience – get them talking
    16. 16. <ul><li>What’s your consistency? </li></ul><ul><li>What channels are you using? (on & offline)? </li></ul><ul><li>What message are you giving? </li></ul><ul><li>What platforms are you using? </li></ul><ul><li>What have been your successes and failures? </li></ul>
    17. 17. Engagement <ul><li>Start a conversation </li></ul><ul><li>Ask questions </li></ul><ul><li>Make it personal </li></ul><ul><li>Give people a challenge </li></ul><ul><li>Build social equity </li></ul>Emails Blogs / Stories Challenges Questions Games Polls British Red Cross – ARG / HIV http://www.flickr.com/photos/28953625@N07/3171642571/
    18. 18. <ul><li>Are you doing any current (or future) engagement? </li></ul><ul><li>What are you asking? </li></ul><ul><li>How are your audience responding? </li></ul><ul><li>How much do you know about them? </li></ul><ul><ul><li>- age / sex / location / donation </li></ul></ul>
    19. 19. Retention <ul><li>Development of an idea </li></ul><ul><li>Provide tools </li></ul><ul><li>Giving people space </li></ul><ul><li>Respond to comments/ideas </li></ul><ul><li>Community communication </li></ul>Little Big Planet, Iglabs, second life WWF You need to know someone to have a” deep” conversation
    20. 20. <ul><li>Do you feel you have a digital community? </li></ul><ul><li>If so, what are they doing? </li></ul><ul><li>What are they asking of you? (examples fbgroup) </li></ul><ul><li>What are you giving, how are you responding? (equity)? </li></ul>Where are you strongest: Awareness, Engagement or Retention?
    21. 21. <ul><li>Communication </li></ul><ul><li>Honesty </li></ul><ul><li>Add Value </li></ul>http://www.flickr.com/photos/nifer/353230456/sizes/l/ The glue
    22. 22. It is all about communication http://www.flickr.com/photos/nichollsphotos
    23. 23. It is all about communication Getting someone interested is all about sharing, information, a story, a passion, an idea etc... It’s about people, not technology (but technology helps) http://www.flickr.com/photos/nichollsphotos
    24. 24. http://www.flickr.com/photos/milivoj/2166043959/sizes/l/ “ In the past you were what you owned. Now you are what you share.” Charles Leadbeater. We Think
    25. 26. http://www.flickr.com/photos/twenty_questions/ Act on their feedback Encourage discussion, be a part of it Listen
    26. 27. Create a dialogue with them N ot a monologue
    27. 28. People are talking, getting together and changing the world…
    28. 29. Image: farm3.static.flickr.com/2088/2213647530_4506ce2671_o.jpg … . people will tell you what they think
    29. 30. Y o u will get it wrong http://www.flickr.com/photos/thomashawk/ Survey… http://www.tealeaf.com/resources/Harris_2008.asp
    30. 31. Get it right and people notice BIG http://discussionleader.hbsp.com/haque/2008/09/how_to_build_a_nextgen_business_now.html
    31. 32. http://www.flickr.com/photos/xgray/ Be useful
    32. 33. Image: http://www.outdoorlens.com/funny-animal-signs/ Be Honest
    33. 34. Create space for agility, flexibility and iteration http://www.flickr.com/photos/mundilfari_gjk/2497402169/sizes/l/
    34. 35. Treat things well and they will grow
    35. 36. Because …. http://thisisindexed.com/
    36. 37. <ul><li>Will this change the way you approach digital? </li></ul><ul><li>What are your three big digital participation questions? </li></ul><ul><li>One piece of advice </li></ul><ul><li>White paper / Becauseitsgood.co.uk </li></ul>
    37. 38. the future…
    38. 39. Mobile phones are changing the world 3.2 billion subscriber worldwide <ul><li>Smart Alerts – real time notifications </li></ul><ul><li>Augmented reality </li></ul><ul><li>Crowd sourcing goes mainstream </li></ul><ul><li>Sensors everywhere (traffic/motion) </li></ul><ul><li>Development potential – huge! </li></ul><ul><li>Open Source? </li></ul><ul><li>It’s about communication </li></ul><ul><li>http://googleblog.blogspot.com/2008/09/future-of-mobile.html </li></ul>http://www.flickr.com/photos/splorp/64027565/sizes/l/
    39. 40. The Single Social Graph Goggle Friend Connect Passport (?) Facebook Connect Open ID When you Travel - Take your friends with you
    40. 41. Convergence Virtual worlds GPS iPlayer Twitter
    41. 42. Examples
    42. 43. Organisations are making digital work for them… http://www.flickr.com/photos/29007282@N05/2717188345
    43. 44. <ul><li>Raised $500,000,000 online in 21 months </li></ul><ul><li>Average donation was $80 </li></ul><ul><li>$100,000,000 in one month </li></ul><ul><li>$10,000,000 in 24 hours (after Palin rubbished community organizers!) </li></ul>Money follows passion http://www.flickr.com/photos/hankins
    44. 45. <ul><li>13 million email addresses </li></ul><ul><li>7000 different messages </li></ul><ul><li>Opted in supporters received up to 20 SMS a month </li></ul><ul><li>Everything was personalised, by region, donation size, colleges etc.. </li></ul>Connected http://farm4.static.flickr.com/3157/2300624038_e7d7fee6fc_m.jpg
    45. 46. http://www.flickr.com/photos/picturesofthings/3009655146/ Mobilised
    46. 47. http://www.flickr.com/photos/picturesofthings/3009655146/ Mobilised Facebook - 3.2 million friends 200,000 events 500,000 blog posts 35,000 volunteer groups
    47. 48. “ Kiva's mission is to connect people through lending for the sake of alleviating poverty.” http://www.kiva.org/ http://www.flickr.com/photos/ramonk/
    48. 49. “ Kiva's mission is to connect people through lending for the sake of alleviating poverty.” http://www.kiva.org/ http://www.flickr.com/photos/ramonk/ Person to person micro lending Transparent One to One connections Work with existing communities
    49. 50. “ Kiva's mission is to connect people through lending for the sake of alleviating poverty.” http://www.kiva.org/ http://www.flickr.com/photos/ramonk/ Person to person micro lending Transparent One to One connections Work with existing communities Kiva will have facilitated loans totaling $100 million by 2010.
    50. 51. Name : Adjovi Apéafa Dzoka Location : Togo Loan Needed: $875.00 Loan Use: Purchase of foodstuffs
    51. 52. Name : Adjovi Apéafa Dzoka Location : Togo Loan Needed: $875.00 Loan Use: Purchase of foodstuffs Stories – People – Connections - Influence
    52. 53. “ what we’re really craving is more humanity itself. I see clues of this everywhere, from the direct engagement as enabled by Twitter, to Apple’s Genius bar which gives us live, breathing and fairly smart people to help us when a human touch is needed.” David Armano Don’t get scared, remember we’re all human http://www.flickr.com/photos/flysi/
    53. 54. Ben Akin-Smith  :07723 051 507  :Ben.Akin-Smith@Enableinteratctive,co.uk www.gapingvoid.com Thanks and bye for now…

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