This document discusses mainstreaming social media within organizations. It provides examples of how commercial organizations and non-profits have integrated social media, including The Guardian, The National Trust, and the British Museum. The document also discusses how organizations can encourage users to consume, react, curate, and create content. It emphasizes making social media experiences compelling and transparent and finding influencers within networks to help mainstream social elements.

1. # IOFNC Mainstreaming Social Media within your organisationJuly 2010 by Jason Potts, Think and Paul Lewis, RSPB

2. Some relevant things I have learned in the last two days ... Average age social network users? Percentage of JG traffic from FaceBook? Royal children’s Hospital Foundation, Brisbane, people using there events Facebook app raised how much more? Cancer research use Facebook and Twitter to ‘sexy up’ emails Difference an audience and a community 37, 46, 2.4 With thanks: Jonathan Waddington, Nick Burne, Martin Gill, Nick Allen, AJ Leon

4. With thanks: Christine Egger

7. Agenda Some theory Mainstreaming commercial & non-profits Case study (RSPB) Lively debate!

8. Agenda Some theory Mainstreaming commercial & non-profits Case study (RSPB) Lively debate!

9. “Geek-free workshop” Please ask if it doesn’t make sense! But only in Vulcan 

10. Meg Pickard The Guardian, Head of Social Media Development Twitter: @MegPickard

11. <social media> <Socialnetworking> <Device neutral>

12. How users interact with content Consume React Curate Create { { More common The opportunity!! Credit: Meg Pickard

13. Consuming Credit: Meg Pickard

14. Reacting Credit: Meg Pickard

15. Curate Credit: Meg Pickard

16. Create Credit: Meg Pickard

17. Publication of content Commission Research Write Sub Curate Share Consume Contribute React Recommend Credit: Meg Pickard

18. Publication of content Commission Follow-up React Be inspired by Research Write Sub Curate Curate Create Inspire Consume Curate Share Add Research Be a source React Contribute Commission Be inspired by Recommend Collaborate Credit: Meg Pickard

19. Agenda Some theory Mainstreaming commercial & non-profits Case study (RSPB) Lively debate!

20. The Guardian: Changing a culture ...

22. The Guardian: Twitter to big people up ... Reward positivity

24. The National Trust: Socially created, embraced and distributed...

25. The National Trust: Social at the heart of creation ...

26. http://www.flickr.com/photos/41749772@N06/3865777229/ For five weeks during summer 2010, Liam Wyatt is the British Museum’s “Volunteer Wikipedian in Residence” His task is working between the British Museum and Wikipedia to write articles about notable objects in their collection (and encourage others ) “I looked at how many Rosetta Stone page views there were at Wikipedia. That is perhaps our iconic object, five times as many people go to the Wikipedia article as to ours”.Matthew Cock, Head of New Media, British Museum Mainstreaming doesn’t mean fighting against the tide!

27. Antwerp Zoo used a radical audience-focused approach to monitor the gestation and birth of a new baby elephant through social media channels Half a million people watched birth online 5% of the Belgian population followed the pregnancy Visitors to the zoo the year before the Kai Mook was born: 100,000 Visitors to the zoo the year after Kai Mook was born: 300,000 Kai Mookb.17/5/09 http://www.youtube.com/watch?v=F1uwexYeKAg Mainstreaming does mean creating compelling, social experiences around your core business

28. Brooklyn Museum uses a blog, Flickr account and Twitter to talk about the process and practicalities of putting together an exhibition, encouraging feedback and bringing friends and potential visitors closer to the experience: caring about the process as well as the end result Mainstreaming does mean creating Transparent, open, honest, engaging experiences about the real work

29. Finding the network SurveyMonkey (existing donors) Addictamatic.com (general buzz) Technigy.com (brand buzz) Blogpulse.com (super-blogger drill down) Google.com/trends (super-blogger trends) Alexa.com (super-blogs reach) Digg.com (blogger popularity) Mainstreaming does mean finding the network

30. Mainstreaming the social elements of fundraising …

31. 55,000 130,000 2,000 Mainstreaming the social elements of your fundraising program

32. Mainstreaming by making the process social!!!!!

33. Agenda Some theory Mainstreaming commercial & non-profits Case study (RSPB) Lively debate!

34. Agenda Some theory Mainstreaming commercial & non-profits Case study (RSPB) Lively debate!

35. Thank you Website: thinkcs.org Email: jason@thinkcs.org Twitter: @leneva

36. Where you are now!