Key learnings from social media week


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Key learnings from social media week

  1. 1. Katy Robinson vInspired @allthatkatydid My key learnings from two sessions at The Good Agency during Social Media Week, 13-17 February 20121
  2. 2. Heuristic thinking (The way we learn for ourselves) Charlotte Beckett The Good Agency @londoncharlotte2
  3. 3. Six strands of heuristic thinking 1. Reciprocity: repaying gifts 2. Consistency: following through 3. Social proof: when in doubt, following the crowd 4. Liking: believing those you like 5. Authority: being part of the team, listening to experts 6. Scarcity: valuing what is rare3
  4. 4. The 1970s cookie (jar) experiment • Consumers offered taste test of two brands of cookies – (though actually the cookies were identical) • Two separate cookie jars – one offered from a jar with 10 cookies – the other from a jar with only two • Tasters registered a distinct preference for the “scarce” cookie – those in the half full cookie jar (or is that half empty?!) as opposed to those in the full cookie jar4
  5. 5. Cookies continued… • This experiment can be used as an analogy - it’s the psychological glue that binds – Mad Men’s Don Draper (and his field of traditional advertising) and – Facebook’s Mark Zuckerberg (and his social network) • The cookies experiment validates the six strands of heuristic thinking rather well, don’t you think?5
  6. 6. Crowdfunding (Pooling money together on a project) Gregory Vincent Sponsume @sponsume6
  7. 7. More heuristic thinking • The Sponsume crowdfunding platform is open to – creative and innovative projects and initiatives – large and small – in a wide variety of areas • Once again, the six strands of heuristic thinking are validated • Human behaviour is getting interesting…7
  8. 8. Applying crowdfunding to our cause • Crowdfunding isnt quite a donation – though surely having your name credited on a film as a producer, or receiving a gift as a response to your fiscal support is quite similar to, say, Unicef’s Own a Colour Campaign – • Benefit of crowdfunding platform – Video pitch is much more compelling than a dull funding document with pages and pages of Times New Roman size 10 font! • The good news is – we can Gift Aid it! (Woop!)8
  9. 9. Digital fundraising (Tales of risks, mistakes, evolution) Paull Young charity:water @paullyoung9
  10. 10. Successful fundraising through… • Innovation • Taking risks • Being responsive • Evolving10
  11. 11. Make mistakes and learn from them • Take risks – but don’t be afraid to put your hands up and admit when you’re wrong • The best thing about mistakes? – we can learn from them11
  12. 12. Supporters • They are more than just donors (here, here!) – they give – they raise – they most importantly influence12
  13. 13. Supporters Give Influence Raise13
  14. 14. The good, the bad • The good – good news stories are great to share – let’s celebrate success! • The bad – tearjerkers move people to give… once – but this is not a sustainable income stream14
  15. 15. Think positive, think long • Positivity is key to successful campaigns – these campaigns can run and run • "Fundraising" is much more exciting than "Donating“ – and has longevity – also much more about a shared, sharing experience15
  16. 16. Is eyewitness news, news? Adam Baker, Blottr Stephen Sidlo, Demotix Jason Mills, ITV News Fergus Bell, The Associated Press Lauren Wyper, The Good Agency Charlotte Beckett, The Good Agency (Chair)16
  17. 17. Breaking news on Twitter • It’s great to get news out their quickly, but what happens when it’s not news – because it’s not true? – General consensus – it’s more important to be a trusted news source than to get their first with inaccurate information • Individual journalists are more entertaining than big corporates – Plus you get content just as quick • We can benefit from both – citizen journalists – career journalists to bring us stories, contribute, hold politicians to account17
  18. 18. Influencers and tailoring • Find your influencers • Tailor your message for different audiences – or even create different messages entirely • Get your development officers story in country – not the story from your spokesperson back at head office – news from your man “on the ground” is much more compelling – social media can circumnavigate physical hurdles18
  19. 19. Engage with your volunteers • Charities (can) build great engagement with their volunteers – Its an emotional relationship, not necessarily (just) monetary • Volunteers are supporters – Don’t think of them as donors, they are your supporters19
  20. 20.