This document discusses strategies for charities and non-profits to effectively leverage social media and online engagement. It advocates moving from an approach of just adding social media platforms to having a clear social media strategy focused on long-term engagement and relationship building. It also emphasizes the importance of staff sharing their experiences in real-time to fuel action and connecting with supporters through shared narratives and stories.

1. Curating your
connections
26 May 2011 - Edinburgh
@stevebridger
#MuseumNext
s

2. g
I help charities trust more of their
own people to build relationships
online that create value, and which
support collaboration &
philanthropy

3. while you were sleeping...

4. An evolution from ‘just add social media’... to ‘we have
a strategy’... to ‘we are a social organisation’

6. exhibits as
social objects
A curator thinks about how precious these ‘memory traces’ are and
how important it is to be prepared to create new positive memories

7. "Technology is the
campfire around which
we tell our stories"
Laurie Anderson

9. Grow bigger ears
s
“...ordinary conversation became
quite audible to my ears.”

10. i often inhabit connect employees to
this space supporters - shared
narratives
I E friends
H F influencers
employees
I
your brand
your organisation
marketing
conversations
around Think of
‘exhibits’? these as
marketers’ roles will walls you
evolve a bit from
broadcasters to
can step
aggregators over

11. encourage staff to
H
speak for your
IN
organisation ‘in public’
trust the
the ch allenge is hiring decis
‘socialise’ ion
to
t
sta ff withou the digital capability that
g enerating comes online needs to be
chaos rolled into the brand
C J
K M L
end users / supporters
people
E F G

12. E G
but charities are structured
for ‘transactional’ relationships,
not for participation &
conversations
volunteer donor /
fundraiser
visitor?
beneficiary /
campaigner service user
I K
pressure to grow
finances &
programmes

13. social media (1987)?
behaviours established inside the workplace? ...and now outside

14. We need to reach out to people in a
way that isn’t just marketing
The web of ‘pages’ and The web of ‘flow’ and
top-down campaigns ‘instant’ campaigns
Social media is about long term engagement...
you won't win by dipping in and out.

15. Make the experience better when shared
we usually park we’re wired for stories
best stories ‘in the moment’
for future use
(stuff that ‘tingles’)
j
much of the value in
SOCIAL MEDIA stems
from its immediacy and
the ability of staff to
visceral
report & share what
they are experiencing
right in front of them
(to fuel action)
“people will forget what you said; people will forget what you did, but
people will never forget how you made them feel.” - maya angelou

16. Credits & stuff
• The following for making their Flickr photos available
through a Creative Commons license:
• http://www.flickr.com/photos/martinrp/323100499/
• http://www.flickr.com/photos/loungerie/4112350172/
• http://www.flickr.com/photos/anuntrainedeye/2106485881/
• http://www.flickr.com/photos/cinocino/2610592520/
• http://www.flickr.com/photos/krypto/3321950347/
• http://www.flickr.com/photos/krypto/3322766720/
• Kevin & Amanda for some of the fonts
• David Armano & Dave Gray for always sharing

17. Thanks for listening...
@stevebridger
Builder of Bridges
“we build too many walls and not enough bridges”
Isaac Newton