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ECF2011: 'Human’ is the new ‘professional'


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Imagine you're at the pub with your mates and someone says: 'Alright, who's minuting? Have we got an agenda here?'. Or you're at the dinner table with your partner and they produce a legal writ requiring you to devulge 'what you did at work today'. There's an inclination as organisations, to take many of the same approaches we have used for years in more traditional media, into the social media sphere. But the landscape has changed. And our organisations need to be able to adapt to them. If we want to inspire, enrage, or mobilise our supporters through the range of mediums available to us, we have to break down a lot of our organisation's traditional ways of doing things; making jokes on Twitter, having casual conversations, sharing stuff that others have posted (even if we didn't create it)... Our organisations very structures often get in the way of this kind of communications. What can we do to facilitate a more 'human' face to our campaigns, especially when there are serious pressures to continue with the more sterile approaches of press releases and policy briefings?

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ECF2011: 'Human’ is the new ‘professional'

  1. 1. ‘human’ is the new ‘professional’<br />Dismantling ‘professionalism’ to enable people-powered change<br />@hackofalltrades<br />Liam Barrington-Bush, Concrete Solutions C.I.C. <br />
  2. 2. Image ‘Not forgotten’ used under CC license from ‘khaugli’ on Flickr<br />Imagine you’re at the pub...<br />
  3. 3. SOCIAL<br />MEDIA<br />
  4. 4. SOCIAL<br />MEDIA<br />
  5. 5. We know protocols are different for...<br />Letters<br />Phone<br />Email<br />
  6. 6. Social media is the ‘smoke break’ of organisational campaigns & communications<br />
  7. 7. Because campaigning is ‘professional’ for us, doesn’t mean it’s ‘professional’ for...<br />Our supporters<br />Our beneficiaries<br />Our donors<br />Our activists...<br />
  8. 8. The trouble with ‘professionalism’*...<br />*Besides making stock photos like this one acceptable.<br />
  9. 9. The trouble with ‘professionalism’...<br />1. The pressure to always be right<br />
  10. 10. The trouble with ‘professionalism’...<br />2. The inclination to centralise everything<br />
  11. 11. The trouble with ‘professionalism’...<br />3. Forgetting how to write as we speak<br />
  12. 12. The trouble with ‘professionalism’...<br />4. The power (imbalance) of professionalism<br />
  13. 13. So ‘professionalism’...<br />Makes it harder to build relationships<br />Increases power differences<br />Makes communication less clear<br />Leads to rigid, time-consuming processes<br />Reinforces the status quo<br />Undermines trust<br />Makes it harder to get things done<br />
  14. 14. So what does a ‘human’ e-campaign look like?<br />
  15. 15. I don’t know!<br />
  16. 16. ...But ‘trust’ and ‘flexibility’ seem pretty important...<br />
  17. 17. How human is your organisation?<br />Practices two-way, conversational communications, inside and outside its walls?<br />Supports autonomousleadership to emerge from all levels?<br />Encourages broad, open, equal involvement in organisational decisions?<br />Trusts staff totake risks and try new ways of campaigning (without reprisal)?<br />
  18. 18. Liam Barrington-Bush<br /><br /><br />@hackofalltrades<br />07775732383<br />