2. weareneo.com
Hello and Welcome
We’re a brand and communications agency doing work that
matters. We build brands, campaigns and communications for
organisations that are driven by a social or environmental
purpose charities, social enterprises and sustainable
businesses amongst them.
It's your stories that count. Your work. Your ambitions.
Our work is about making this matter more.
Social media is a powerful tool for telling stories. Today we’ll
explore how people are using social media to raise awareness
and create change for the better.
3. weareneo.com
10 - 10.20 What do we want out of today?
10.20 - 10.45 What is social media? Principles & platforms
10.45 - 11.30 In practice: how social media powered the #mentalpatient campaign & A Girl Called Jack
11.30 - 11.45 Break
11.45 - 12.15 Social media, blogs and websites - how they work together
12.15 - 1 Group work - solving problems with social media
1 - 1.45 Lunch
1.45 - 2.30 Group - present ideas & group feedback
2.30 - 3.15 Q&A session
3.15 - 3.30 Summary and check-in
What we’ll cover today
8. weareneo.com
Social Media - what is it?
Social media:
“Websites and applications
that enable users to create
and share content or to
participate in social
networking.”
18. weareneo.com
Social Media - what is it?
Top tips
1) Don’t say anything there that you’re not
prepared to stand by.
19. weareneo.com
Social Media - what is it?
Top tips
1) Don’t say anything there that you’re not
prepared to stand by.
2) Listen as well as speak.
20. weareneo.com
Social Media - what is it?
Top tips
1) Don’t say anything there that you’re not
prepared to stand by.
2) Listen as well as speak.
3) Be interesting. Or useful. Or both.
21. weareneo.com
Social Media - Success Stories
Image courtesy of CC https://www.facebook.com/jarrahlinklaterphotography
22. 22
• User-generated backlash
against stigmatising
branding of Halloween
outfits
• Forced major UK retailers
into embarrassing apologies
and withdrawal from sale
• Generated powerful chain
reaction of ‘coming out’
stories on Twitter which may
have lasting impact on
stigma in UK
The power of the backlash
#mentalpatient
29. 29
A timeline for social change...
• Autumn 2013 - UK supermarket ASDA stocks
scary outfits for Halloween, marketed as
mental patient costumes
• Outrage starts, surfacing on social media
• Rethink Mental Illness & Mind are asked
questions - start talking to supermarkets
• #mentalpatient selfie meme is started by a
member of the public, mental health charities
get involved and amplify message, thousands
get involved, it trends on Twitter
• Supermarkets withdraw costumes, apologise
and donate
• Feeling that a ‘tipping point’ may have been
reached in public discourse of mental health
issues
#mentalpatient - people power
34. weareneo.com
“I understand that you’ve got a job now as a
reporter, and a book deal. WELL DONE. The
next step (if you’re up for it) is to get elected
as a MP. Heaven knows this country needs
honorable representatives who’ve actually
HAD a job outside of politics – and have
tasted the utter despair & degradation of
being branded scroungers by the weak
minded people who’ve been brainwashed by
this governments propaganda machine.”
“I have been this broke when I was young
growing up with my single parent Mum and
not quite so, on recent occasions. I think you
highlighting, through various medias,
poverty in the UK is fantastic and I applaud
you for taking the bit between your teeth
and getting it out there!”
The voice of the people...
35. weareneo.com
Why is A Girl Called Jack so successful?
“Poverty is the sinking
feeling when your small
boy finishes his one
Weetabix and says: 'More,
Mummy, bread and jam
please, Mummy,' as
you're wondering
whether to take the TV or
the guitar to the
pawnshop first, and how
to tell him that there is no
bread or jam.”
“I just got sick and tired of
emailing my friends and
moaning about how bad things
were. So essentially I thought
I’d email the world instead...
and the world sat up and
listened.”
44. weareneo.com
A Girl Called Jack digital platforms
Mind
website
Email
news
Mirror
Oxfam
Mumsnet
Sainsbury’s
Off-line comms:
•Book
•TV appearances
•Events
A Girl Called
Jack [blog]
Facebook
Vimeo
YouTube
LinkedIn
Twitter
Guardian
Southend
Echo
Telegraph
Jamie
Oliver’s Food
Tube
45. weareneo.com
You have six months to use social media
to raise awareness of something
important to you
e.g.
- The stories of the people your
organisation helps
- A campaign lobbying for a change in
the law?
Putting it into practice
46. weareneo.com
Consider:
- What’s your idea?
- What content will you need?
- Where will it come from? How?
- What digital platforms would you use
(social media and beyond)?
- What else will you need to plan for?
- What would success look like?
Putting it into practice
50. weareneo.com
Back to the start - have we got where we hoped?
Image courtesy of CC http://www.webanywhere.co.uk/blog/wp-content/uploads/2011/10/personalised-learning.jpg
Image courtesy of CC https://www.flickr.com/photos/markspokes/
