The document discusses the importance of placing people at the core of social media strategies for charities, emphasizing long-term engagement and authentic communication. It encourages organizations to empower their staff as community managers and to foster participation and conversation rather than transaction-based relationships. The text highlights the need for a cultural shift within charities to embrace social media as a tool for building connections and driving social change.

1. Putting people at the of
of your social media
strategy
#techforgood
L
D
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PO
15 Nov 2010 @ The Soho Theatre, London
P
IN
business

2. I help charities trust
more of their own people to
build relationships online
that support collaboration,
transparency, advocacy &
philanthropy
@stevebridger
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DB
s OPX =somerset
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#techforgood

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

4. s
“...ordinary conversation became
quite audible to my ears.”
Grow bigger ears
#techforgood

5. “The real value of Twitter is to keep
the invisible lines of connection alive” -
Cory Doctorow
Move from an organisation that uses social
media to being a ‘social organisation’
E
F
H
I J
G
K
L
C
N
M
#techforgood
“The message is not about the charity;
it’s about why the messenger cares”

6. open
recruit or grow staff
into new roles like
community managers adapted from a David Armano graphic | darmano.typepad.com
BRAND
brand as
facilitator
Influencers
friends
marketers’ roles will
evolve a bit from
broadcasters to
aggregators
Think of
these as
walls you
can step
over
charity Hq
E F
H K
i inhabit
this space

7. G
I
E
beneficiary /
service usercampaigner
volunteer donor /
fundraiser
but charities are structured
for ‘transactional’ relationships,
not for participation &
conversations
pressure to grow
finances & programmes K
#techforgood

8. Adding value
Employee Passion IndicatorsA
#techforgood

9. charities should
encourage staff to
speak for their
organisation ‘in public’
‘free agents’ & supporters
trust the
hiring decision
the challenge is
to empower
staff without
generating
chaos
the digital capability that
comes online needs to be
rolled into the brand
H
E F
J
GK L
C
M
I N
#techforgood

10. we have manufactured more complexity
doodle by dave gray - used with permission
#techforgood
C
b

11. sorry... gone
to another
meeting
#techforgood
9
W
the day-
to-day
over-indulgent

12. • Managers get the jitters & worry that staff will spend
too much time using social media
• ‘GUidelines’ often more about ‘policing’ than releasing
potential
4 Grasp the productivity nettle
#techforgood

13. 80%happiest employees ‘on task’ O
#techforgood
P
51%least happy employees ‘on task’
...and now outside
+ discretionary effort
behaviours established largely inside the workplace
...and it’s not like there aren’t already some
productivity issues...

14. Language and tone...
#techforgood
U
outstanding performance fuelled by a
desire to be brilliant and infectiously
spread across the organisation
vs
T
acceptable levels of mediocre
performance that is tolerated or
even widely supported
Can make the difference between:
Empower employees to identify, understand and speak directly to
people in a language they’ll connect with. (Most relationships start
with ‘small talk’)

15. • Don’t hang up your passion with your coat every
morning
• Find time for social media by giving up the things that
don’t add value... e.g. duck out of one meeting a week
and use the time to ‘be’ a community member
• If you’re lucky enough to have a laptop... hot desk to
another dept
• If you’re a manager - embrace employees as a
passionate community, trigger their discretionary effort,
and reward them for being ‘social’
• When you hear or read a good story, share it that
instant - ‘in the moment’
Stuff you can do
#techforgood

16. the more we remain in our
silos and feel constrained by
our job descriptions, the
greater the disconnect between
us and our supporters
I believe that...
Are you ready to shape the future of your
organisation?
#techforgood

17. • Flickr Creative Commons licensed photos -
• http://www.flickr.com/photos/freeparking/3114853466/
• http://www.flickr.com/photos/joshuacraig/2415343592/
• Stuart Witts - for illustration & colourful shirts
• Dave Gray - for permission to use his doodle
• David Armano - for always sharing
• Perry Timms @BigLotteryFund - for ideas
• Richard Sedley (@richardsedley) - for another idea
• Dilbert.com - for cartoon strip
• Kevin & Amanda - for their free fonts
Thanks to...
#techforgood

18. @stevebridger
Thank you
steve@visceralbusiness.com
“we build too many walls and not enough bridges”
Isaac Newton
#techforgood