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Putting People at the Heart of your Social Media Strategy


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My deck from the charities and membership breakfast briefing organised & hosted by #FreshNetworks in London on 18 Feb 2010.

Published in: Business

Putting People at the Heart of your Social Media Strategy

  1. 1. Putting your people at the heart of your social media strategy @stevebridger 18/02/2010 #freshnetworks
  2. 2. I help charities unlearn stuff and trust more of their own people to build relationships online that support collaboration, transparency, advocacy & philanthropy @stevebridger
  3. 3. This is the brief story of a fictional* not-for-profit in a time of accelerating turbulence * any resemblance to your own organisation is purely coincidental @stevebridger
  4. 4. Our story begins as the boundaries of traditional charities were under assault by new patterns of communication and from the association... 19th century
  5. 5. Until now our charity had control aged the B RAN 54.5 D print events closed website email the 20th century, donors remained donors
  6. 6. ...and everyone knew their place in the hierarchy
  7. 7. But it was becoming more difficult to reach people with a message that was not carried by their own networks your website plotting family me @stevebridger
  8. 8. They had seen the water buffalo movie and participated in flashmobs. It had registered that the web did not like ‘middlemen’ that much, and that they were standing in the middle beneficiary charity donor enabled by tech @stevebridger
  9. 9. They decided to reach out to people in a way that wasn’t just marketing The web of ‘pages’ and The web of ‘flow’ and top-down campaigns ‘instant’ campaigns @stevebridger
  10. 10. They began to catch people ‘in motion’ - when they were ‘goal orientated’ 50% more ‘user-generated’ your website events in 2009 compared to 2008 plotting my cause family me @stevebridger
  11. 11. They grew bigger ears and listened to what communities were saying and doing
  12. 12. Then some people realised that all the new stuff* was also disruptive and transformative inside the organisation * let’s call it ‘social media’ @stevebridger
  13. 13. b ut some key peopl e also resisted... and even wanted to lock everything down & incre ase brand control “It is difficult to get a man to understand something when his salary depends on his not understanding it” Upton Sinclair @stevebridger
  14. 14. Leaders were persuaded that it was still all about relationships and they saw mass participation as an opportunity to create value, rather than a threat to their own existence ...and if you ban Twitter or Facebook you shut off the ability to make new connections @stevebridger
  15. 15. and that they wanted to sustain these conversations
  16. 16. texture thickening the texture of these relationships over time through letting go @stevebridger
  17. 17. They heard about (among others) distributing trust
  18. 18. ...and how even accountants can tweet @stevebridger
  19. 19. Still the legal people had mixed feelings about this... they adopted some guidelines only 29% o comp f anies social have a media policy @stevebridger
  20. 20. welco me to the re al time web ...but by treating social media as just another channel, they created a bottleneck as communication funnelled via a handful of staff beware unrequited love @stevebridger
  21. 21. They had made social media just another silo @stevebridger
  22. 22. they became convinced that... who wanted to v “...eventually every member of staff [would] need to have some level of responding power and be empowered to use social media to communicate and build relationships with the people around them” @willmcinnes trust the NB: Reward hiring staff for decision being social @stevebridger
  23. 23. marketers’ roles changed from broadcasters to aggregators friends influencers open BRAND walls yo u can step over brand as facilitator they recruited or grew staff into new roles like community managers adapted from a David Armano graphic |
  24. 24. nal ly... They showered praise on their An d fi advocates and amplified their voices “The project is not about creating a charity; it is about enabling & empowering a community to change a situation”
  25. 25. Thank you for listening @stevebridger “we build too many walls and not enough bridges” Isaac Newton