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Social Media: join in or miss out

Theses are the slides from a presentation made by Justgiving's head of client services, Tom Mansel, at the Institute of Fundraising's National Convention on July 9th 2008

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Social Media: join in or miss out

  1. 1. <ul><li>Social Media: Join in or Miss Out </li></ul><ul><li>Tom Mansel </li></ul><ul><li>9 th July 2008 </li></ul>
  2. 2. The rise & rise of social media <ul><li>It revolves around web-based tools… </li></ul><ul><li>blogs, podcasts, message boards, forums, social networking, image & video sharing, wikis, RSS, widgets, Google Maps, SecondLife, Digg, etc </li></ul><ul><li>But it’s not about the tools </li></ul><ul><li>It’s about an approach, a philosophy </li></ul><ul><li>Above all, it’s about people </li></ul>
  3. 3. Why get involved? <ul><li>New routes to reach new people </li></ul><ul><li>Charities can </li></ul><ul><ul><li>find & engage people in new ways </li></ul></ul><ul><ul><li>Raise awareness </li></ul></ul><ul><ul><li>grow powerful communities & relationships </li></ul></ul><ul><ul><li>build trust </li></ul></ul><ul><ul><li>Learn </li></ul></ul><ul><ul><li>-and yes, fundraise </li></ul></ul><ul><li>Your brand can be democratically owned </li></ul><ul><li>Very low cost </li></ul>
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  7. 7. What’s the catch? <ul><li>Fools rush in… </li></ul><ul><li>Some loss of control </li></ul><ul><li>A serious rethink </li></ul><ul><li>Not a cure-all </li></ul><ul><li>Cultural dissonance with your organisation </li></ul>
  8. 8. Some guiding principles <ul><li>Intention is everything </li></ul><ul><li>Don’t assume you’re invited </li></ul><ul><li>Don’t put the tools before the conversation </li></ul><ul><li>Lose traditional ‘audience ‘ mindset </li></ul><ul><li>2 ears & one mouth </li></ul><ul><li>It needs effort – and perseverance </li></ul><ul><li>Add value </li></ul><ul><li>Experiment </li></ul><ul><li>Don’t try to be everywhere at once </li></ul><ul><li>Respect indigenous cultures </li></ul>
  9. 9. Some things to avoid <ul><li>banning it </li></ul><ul><li>trying to be everywhere at once </li></ul><ul><li>shoehorning your supporters into legacy ‘silos’ </li></ul><ul><li>obsessing about your web site </li></ul><ul><li>getting bogged down in procedure </li></ul><ul><li>being a control freak </li></ul><ul><li>expecting people to beat a path to your door </li></ul><ul><li>being too scared to move </li></ul>
  10. 10. The fundraising video
  11. 11. The fundraising page
  12. 12. Facebook now accounts for circa 20% of Justgiving’s traffic
  13. 13. Unleash user creativity
  14. 14. Blogging – charity workers
  15. 15. Blogging – charity fundraiser & awareness raiser
  16. 16. Blogging – charity CEO
  17. 17. A picture tells a thousand words –
  18. 18. A picture tells a thousand words A picture tells a thousand words –
  19. 19. Where are your users?
  20. 20. Integration
  21. 21. Portability - widgets
  22. 22. Portability - widgets
  23. 23. Owning the conversation
  24. 24. Making yourself available (portability)
  25. 25. Mixed media portability
  26. 26. Take Action <ul><li>Assign resource </li></ul><ul><li>Get out there </li></ul><ul><li>Observe, discover, listen, learn </li></ul><ul><li>Take part </li></ul><ul><li>Review & measure </li></ul>
  27. 27. <ul><li>&quot;You can make more friends in two months by becoming interested in other people than you can in two years by trying to get other people interested in you.&quot; </li></ul><ul><li>Dale Carnegie </li></ul><ul><li>“ It’s about paying attention, not getting attention.” </li></ul><ul><li>Doc Searls </li></ul>