Good bites...on digital 07_05_2011


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Clicks don’t matter. Likes don’t matter. Retweets don’t matter. Real world outcomes matter. Making them happen is about more than telling your story, it’s about helping people to be a part of it. And that’s what digital is good at.

On Tuesday 7th June, we brought more than 40 digital fundraisers and communicators together at 'Good bites...on digital' to look beyond one-dimensional, transactional approaches to digital fundraising and campaigning - focusing on how digital can build genuine engagement instead.

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  • Benefit to mission rather than benefit to me Benefits (transaction) . Belonging ( participation, community) Esteem (recognition, achievement) Involvement (influence). Status (leadership, responsibility) Self-fulfilment (meaning,
  • Good bites...on digital 07_05_2011

    1. 1. Good Bites… On Digital Real world outcomes matter 7 th June 2011 Chris Norman, Strategy Director
    2. 2. Old Economy Product economy Slow development to market Focus on production and process All about numbers Driven by need and duty New economy Experience and enrichment economy Fast development to market Focus on brands and emotions All about connections and relationships Driven by desire (what’s in it for me?) Paradigm shift
    3. 3. Email + Website + Online advertising and microsites + SEO/SEA + Txt + Bloggers and communities + Social , Video/virals, User generated content + Micro blogging and crowd sourcing + Mobile and apps + Digital storytelling, a cast of thousands 17 year old cynic Content is king That’s interesting but lets talk about me Content is king (co-creation)
    4. 4. Rewarding relationship through shared values and experiences Relevance and meaning to me “ This is a modern dynamic brand reflecting me and my life” Deeper involvement and emotional connection “ I will feel good being involved with this organisation” Shared experiences and values which enrich my life “ This is an organisation that gives me what I want and feeds my desires” “ It is my moral duty to support charities” Societal/ environmental welfare and wellbeing
    5. 5. Relationships driven by real impact and reward Belonging Esteem Involvement Status Self-fulfilment Making a difference
    6. 6. <ul><li>Engagement checklist: </li></ul><ul><li>Relevant – connected to my world and concerns </li></ul><ul><li>Resonant – an emotionally moving story </li></ul><ul><li>Real – showing me I really make a difference </li></ul><ul><li>Reassuring – confidence that I’m doing the right thing </li></ul><ul><li>Recognition – I want to be part of something, belong </li></ul><ul><li>Rewarding – what do I get out of it? I want to feel good </li></ul>
    7. 7. Developing deeper and more rewarding relationships Unaware / unconcerned <ul><li>Care enough to advocate </li></ul><ul><li>Taken part in many campaigns </li></ul><ul><li>Advocated participation in campaign activity to peers </li></ul><ul><li>Desire to do more </li></ul><ul><li>Care enough to commit to regular giving </li></ul><ul><li>Taken part in many campaigns </li></ul><ul><li>Have forwarded on campaigns to others </li></ul><ul><li>Care enough to act and/or donate </li></ul><ul><li>Taken part in 1 or 2 campaigns FR/CAM </li></ul><ul><li>Aware and care but not enough to act </li></ul>Activity Level of involvement in a campaign Number of campaigns taken part in
    8. 8. Digital storytelling, a cast of thousands
    9. 9. Why digital stories are different. Reuben Turner, Creative Director, The Good Agency
    10. 12. The job of digital storytelling is to make your story the squirrel
    11. 13. Reach & awareness Real-world action Sharing & engagement
    12. 14. Sometimes your pyramid will look like this Objective 1 Objective 2 Objective 3
    13. 15. So is this bit This bit’s important This bit’s also important
    14. 16. “ It’s only asthma.”
    15. 17. Challenge <ul><li>Turn visits into engagement </li></ul><ul><li>Create noise around World Asthma Day </li></ul><ul><li>Build stories for PR </li></ul><ul><li>Make people take asthma more seriously </li></ul>
    16. 27. Take asthma more seriously Give & campaign Sharing, engagement, catharsis, community &quot;Long after people forget what you did for them, they will remember how you made them feel.&quot; Walt Disney
    17. 28. A salutary word on results
    18. 29. “ Homeless people are somewhere else.”
    19. 31. Meet “Lucy” <ul><li>Like all the case studies Centrepoint uses, “Lucy” is a real young homeless person </li></ul><ul><li>She agreed to let us tell the story of what happened in her past as though it was the present </li></ul><ul><li>Supporting “12 days of Christmas” press & online appeal </li></ul>
    20. 42. Results?
    21. 43. Brand awareness Sponsor a room Click through & retweet 7 sponsored BUT banner ad traffic increased by 800% 350,000 saw 4,034 clicked
    22. 44. Digital & direct stories <ul><li>Mix engaging storytelling with direct asks </li></ul><ul><li>Allow resolution of the story through action – give people a real-world outcome </li></ul><ul><li>Help people move up the pyramid </li></ul>
    23. 45. In short <ul><li>Digital storytelling is different, because it makes the listener part of the story </li></ul><ul><li>Digital storytelling is not about tactics or platforms. It’s about stories. </li></ul><ul><li>The best digital storytelling gives people a way to write their own ending. </li></ul>
    24. 46. Building digital engagement By Branislava Milosevic Save the Children
    25. 47. What is digital engagement? <ul><li>It can be anything people do online – we just need to have more than one offer </li></ul><ul><li>Engagement is a result of a good user journey – personalisation based on 360 view of a supporter </li></ul><ul><li>Digital enables a two-way conversation – but not everyone wants to participate </li></ul>
    26. 48. Pyramid of engagement
    27. 50. #blogadesh #pressforchange <ul><li>Reached over 10 million people via 2,791 tweets, 65 blog posts, 7 videos in the busiest week </li></ul><ul><li>Media coverage – ITV, Radio 4, local media </li></ul><ul><li>Increase in the number of actions #pressforchange – over 63,000 </li></ul><ul><li>Meeting with Mitchell and Clegg in NY </li></ul><ul><li>Nick Clegg announced plans to double the number of women and children's lives saved in poorer countries </li></ul><ul><li>UN launched a worldwide campaign to save 16 million mothers and children over the next 5 years </li></ul>
    28. 52. #passiton <ul><li>Reached over 20 million people </li></ul><ul><li>Total mentions/tweets: 6,000 </li></ul><ul><li>Total re-tweets: 2,500 </li></ul><ul><li>Number of twitterers: 1,834 </li></ul><ul><li>Petition signatures: 29,671 </li></ul>
    29. 55. Amnesty – radios for Burma results <ul><li>£175,000 raised </li></ul><ul><li>14,000 radios being distributed </li></ul><ul><li>306 te-tweets, 106 comments </li></ul><ul><li>2,000 letter-writing action </li></ul><ul><li>9,000 photo-opettition </li></ul>
    30. 56. Stories in a digital world <ul><li>Jonathan Waddingham </li></ul><ul><li>@jon_bedford </li></ul><ul><li>Product Manager @JustGiving </li></ul><ul><li>June 7 th 2011 </li></ul>
    31. 57. <ul><li>Charities have great stories. Fact. </li></ul>As we all know... Content is King (not Charles)
    32. 58. <ul><li>The 1 C: Content </li></ul><ul><li>Doesn’t really matter what form content takes </li></ul><ul><li>Text, videos, photos, Tweets, Facebook posts, online/offline – it’s all content </li></ul><ul><li>User generated content is a buzz term, but it’s still important </li></ul><ul><li>Getting great content from supporters is not easy </li></ul>
    33. 59. <ul><li>Friends’ stories have more impact </li></ul>
    34. 60. <ul><li>Supporters will tell your story </li></ul>Supporters will tell your story (if you ask)
    35. 61. <ul><li>The ‘nudge’ </li></ul>
    36. 62. <ul><li>Prompt sharing of their own stories </li></ul>
    37. 63. <ul><li>Impact is low, at the moment </li></ul><ul><li>But , this is a first step towards getting supporters’ to tell their stories about why they support a charity </li></ul><ul><li>This is great content that could be used in many ways </li></ul><ul><li>We’re learning how to ask for storytelling and sharing </li></ul>
    38. 64. <ul><li>Sonny’s law – after every action, share </li></ul><ul><li>Made a donation? </li></ul><ul><li>Signed a petition? </li></ul><ul><li>Registered for an event? </li></ul><ul><li>Signed up for newsletter? </li></ul><ul><li>Been a beneficiary? </li></ul>Tell your friends And say WHY
    39. 65. <ul><li>The best story going round at the moment – my story </li></ul>
    40. 67. <ul><li>Intel’s Museum of Me </li></ul><ul><li>It’s your story. As told through what you’ve done on Facebook </li></ul><ul><li>Go to </li></ul>
    41. 68. <ul><li>The best charity story I’ve seen </li></ul>
    42. 69.
    43. 70. <ul><li>There was a video </li></ul>http://
    44. 71. <ul><li>There was an email </li></ul>
    45. 72. <ul><li>There was a fundraising page </li></ul> /Save-Joeys-Life
    46. 73. <ul><li>Then I heard this on Facebook </li></ul>
    47. 74. <ul><li>Then the thanks started rolling in... </li></ul>
    48. 77. <ul><li>Watch this and be inspired </li></ul>http://
    49. 78. <ul><li>Jonathan Waddingham </li></ul><ul><li>[email_address] </li></ul><ul><li>@jon_bedford </li></ul><ul><li> </li></ul><ul><li>Product Manager @JustGiving </li></ul>
    50. 79. 020 7738 1900 [email_address] @thegoodagency