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From broadcast to networks Creating strategies for change in a changing landscape
Aims ,[object Object],[object Object]
Part 1: Changing landscape & tools
First, let’s take a step back…
Major shift in landscape… ,[object Object],-  NCVO Report,  ICT Foresight: how online communities can make the internet work for the Voluntary and Community Sector
Caused by emergence of social web ,[object Object],[object Object]
Leading to organisational shift “ Organisations are increasingly being by-passed and  power is shifting away from top-down hierarchies and towards more fluid and participative networks ” NCVO Report,  ICT Foresight: how online communities can make the internet work for the Voluntary and Community Sector
The changing landscape …and its effect on the sector
Emerging key trends ,[object Object],[object Object],[object Object],[object Object]
1. Social capital ,[object Object],[object Object]
This isn’t social capital X
Social media builds social capital ,[object Object],[object Object],[object Object]
Social media: social, not media ,[object Object],[object Object]
2. Increasingly self-organised ,[object Object]
New tools offer empowerment ,[object Object],[object Object]
Empowering tools
But reality is more subtle…
Organisational hybridity ,[object Object],[object Object],[object Object],Professor Andrew Chadwick, University of London
Hybridity in action?
Part 2 – Adapting to changes
First, let’s recap ,[object Object],[object Object]
The big issue ,[object Object]
Part of the answer? ,[object Object],[object Object]
Castells on networks ,[object Object],[object Object],[object Object],[object Object]
What this means for campaigners ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Applying this thinking to strategy ,[object Object]
Objective setting ,[object Object],[object Object]
Objective setting (cont’d) ,[object Object],[object Object],[object Object]
Strategy development
Strategy development
Network research ,[object Object],[object Object],[object Object],[object Object]
How?
Network mapping ,[object Object],Source:  Market Sentinel
Things to look for ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Good old fashioned desktop research We Are Social’s approach to online influencer identification and profiling
Strategy development
Set-up ,[object Object],[object Object],[object Object],[object Object],Wordpress  Drupal
Social presence set-up ,[object Object],[object Object],[object Object]
Content planning ,[object Object],[object Object],[object Object],[object Object]
Operationalising ,[object Object],[object Object],[object Object],[object Object]
Strategy development
Networked movement building ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Them *again*
OU & Four in Ten
Advocacy campaigns ,[object Object],[object Object],[object Object],[object Object],[object Object]
Greenpeace vs Nestle ,[object Object]
Elicits negative comms response
All over in 48 hours (almost)
Generating media coverage
Impacting the share price
Achieving advocacy goals ,[object Object]
MyDavidCameron
Conservative Party: Make IT Better
Where do we go from here?
The challenge “ Organisations are increasingly being by-passed and  power is shifting away from top-down hierarchies and towards more fluid and participative networks ” - NCVO Report,  ICT Foresight: how online communities can make the internet work for the Voluntary and Community Sector
Next steps ,[object Object],[object Object],[object Object],[object Object],[object Object]
Help your organisation look like this Network engagement Network management Twitter Slideshare Issuu Flickr YouTube
Questions? for further conversation http://wearesocial.net

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