Charity Marketing  in a Real Time world Martin Thomas @crowdsurfing
A Hyper-Speed Culture <ul><li>Speed & responsiveness </li></ul>“ The trouble with McDonald’s is it’s too bloody slow” Inst...
Acceleration of News Agenda 1952 Lynmouth flood disaster 1988 Piper Alpha explosion May 2008 Sichuan Earthquake Jan 2009 H...
Service Innovations   Heightened Expectations <ul><li>Speed & responsiveness </li></ul>
Crisis Management in Real Time
The Real Social Media Effect <ul><li>Driving new behaviours & expectations </li></ul><ul><li>Dramatizing institutions’ str...
Why Many Institutions Struggle <ul><li>Not configured to work in real time, in terms of speed or resources </li></ul>* Cri...
Thriving by Loosening Up <ul><li>Operational & cultural traits of successful organisations </li></ul><ul><ul><li>Trusting ...
Tight Thinkers Need Not Apply <ul><li>Organisations & people that struggle with this new world </li></ul><ul><ul><li>Hiera...
1. Trusting <ul><li>Bedrock of strong internal culture </li></ul><ul><li>Allows shared responsibility & real time decision...
Nordstrom Revisited “ Prescriptive rules have the effect of  infantilising  staff & make it harder for them to adapt to di...
How to Build an Empire “ Presumed Competence”
Accepting, Anticipating & Even Leveraging Mistakes
2. Agile <ul><li>Ability to improvise & operate in close to real time & to act on  real time information </li></ul><ul><li...
3. Informal <ul><li>NPD: Living life in Beta </li></ul><ul><li>Design: Messy vitality </li></ul><ul><li>Creativity: Authen...
Informality in the Workplace <ul><li>Emphasis on freedom & trust </li></ul><ul><li>Encouragement of creativity & individua...
4. Collaborative <ul><li>Tapping into spirit of collective self expression </li></ul><ul><li>Leveraging new technology pla...
Loose, informal alliances
Thriving by Loosening Up <ul><ul><li>Trusting </li></ul></ul><ul><ul><li>Open </li></ul></ul><ul><ul><li>Agile </li></ul><...
@crowdsurfing Get your organisation & culture right … & the social media will look after itself
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Charity Marketing in a Real Time World

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Presentation given at Social Media & Charities conference 15th June 2011

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Charity Marketing in a Real Time World

  1. 1. Charity Marketing in a Real Time world Martin Thomas @crowdsurfing
  2. 2. A Hyper-Speed Culture <ul><li>Speed & responsiveness </li></ul>“ The trouble with McDonald’s is it’s too bloody slow” Instant access, instant response, instant gratification “living life through shortcuts” MTV
  3. 3. Acceleration of News Agenda 1952 Lynmouth flood disaster 1988 Piper Alpha explosion May 2008 Sichuan Earthquake Jan 2009 Hudson River plane crash Spring 2011 Live blogging during Arab Spring 2 days 1 hour 30 minutes Real Time Real Time+
  4. 4. Service Innovations  Heightened Expectations <ul><li>Speed & responsiveness </li></ul>
  5. 5. Crisis Management in Real Time
  6. 6. The Real Social Media Effect <ul><li>Driving new behaviours & expectations </li></ul><ul><li>Dramatizing institutions’ structural, operational & cultural weaknesses </li></ul>Connected Consumer meets Disconnected Corporation
  7. 7. Why Many Institutions Struggle <ul><li>Not configured to work in real time, in terms of speed or resources </li></ul>* Critical response time for responding to negative comments * Critical response time for responding to negative comments 10 minutes 60 minutes
  8. 8. Thriving by Loosening Up <ul><li>Operational & cultural traits of successful organisations </li></ul><ul><ul><li>Trusting </li></ul></ul><ul><ul><li>Agile </li></ul></ul><ul><ul><li>Informal </li></ul></ul><ul><ul><li>Collaborative </li></ul></ul>
  9. 9. Tight Thinkers Need Not Apply <ul><li>Organisations & people that struggle with this new world </li></ul><ul><ul><li>Hierarchical </li></ul></ul><ul><ul><li>Bureaucratic </li></ul></ul><ul><ul><li>Process oriented </li></ul></ul><ul><ul><li>Distrustful </li></ul></ul>
  10. 10. 1. Trusting <ul><li>Bedrock of strong internal culture </li></ul><ul><li>Allows shared responsibility & real time decision making </li></ul><ul><li>The best company rulebook ever written? </li></ul>
  11. 11. Nordstrom Revisited “ Prescriptive rules have the effect of infantilising staff & make it harder for them to adapt to different situations. This goes as much for digital communications as for selling socks … Like the Nordstrom handbook we’re trusting staff to follow the spirit, not just the letter, of our guidelines” Meg Pickard, writing about The Guardian’s new social media guidelines, November 2010
  12. 12. How to Build an Empire “ Presumed Competence”
  13. 13. Accepting, Anticipating & Even Leveraging Mistakes
  14. 14. 2. Agile <ul><li>Ability to improvise & operate in close to real time & to act on real time information </li></ul><ul><li>Long-term planning has its place … but successful institutions have the ability to improvise & respond smartly to unexpected opportunities as the emerge </li></ul>
  15. 15. 3. Informal <ul><li>NPD: Living life in Beta </li></ul><ul><li>Design: Messy vitality </li></ul><ul><li>Creativity: Authenticity more important than production values </li></ul>
  16. 16. Informality in the Workplace <ul><li>Emphasis on freedom & trust </li></ul><ul><li>Encouragement of creativity & individual responsibility </li></ul>“ We’re giving people the latitude to go off & do their own thing. We trust them to do their regular jobs & to experiment, innovate & have fun” Microsoft Snr Mgr, quoted in Business Strategy Review
  17. 17. 4. Collaborative <ul><li>Tapping into spirit of collective self expression </li></ul><ul><li>Leveraging new technology platforms </li></ul>
  18. 18. Loose, informal alliances
  19. 19. Thriving by Loosening Up <ul><ul><li>Trusting </li></ul></ul><ul><ul><li>Open </li></ul></ul><ul><ul><li>Agile </li></ul></ul><ul><ul><li>Informal </li></ul></ul><ul><ul><li>Collaborative </li></ul></ul>@crowdsurfing
  20. 20. @crowdsurfing Get your organisation & culture right … & the social media will look after itself

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