s

Curating your connections

@stevebridger

26 May 2011 - Edinburgh

#MuseumNext

I help charities trust more of their own people to build relationships

online that create value, and which support collaboration &

philanthropy

g

while you were sleeping...

An evolution from ‘just add social media’... to ‘we have a strategy’... to ‘we are a social organisation’

A curator thinks about how precious these ‘memory traces’ are and how important it is to be prepared to create new positive memories

exhibits as social objects

"Technology is the campfire around which we tell our stories" Laurie Anderson

s“...ordinary conversation became quite audible to my ears.”

Grow bigger ears

your brand

influencers

friendsE

FH

marketers’ roles will evolve a bit from broadcasters to

aggregators

connect employees to supporters - shared

narratives

Think of these as walls you can step

over

i often inhabit this space

marketing

conversations

around

‘exhibits’?

employees

I

I

your organisation

encourage staff to speak for your

organisation ‘in public’

end users / supporters

trust the hiring decisionthe challenge is to ‘socialise’ staff without generating chaos

the digital capability that comes online needs to be rolled into the brand

H

E FJ

GK LC M

I N

people

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

visitor?

behaviours established inside the workplace? ...and now outside

social media (1987)?

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.

‘in the moment’

“people will forget what you said; people will forget what you did, but people will never forget how you made them feel.” - maya angelou

Make the experience better when shared

visceral

(stuff that ‘tingles’)

we usually park best stories

for future use

j

we’re wired for stories

much of the value in

SOCIAL MEDIA stems

from its immediacy and

the ability of staff to

report & share what

they are experiencing

right in front of them(to fuel action)

• The following for making their Flickr photos available through a Creative Commons license:

• http://www.flickr.com/photos/martinrp/323100499/• http://www.flickr.com/photos/loungerie/4112350172/• http://www.flickr.com/photos/anuntrainedeye/2106485881/• http://www.flickr.com/photos/cinocino/2610592520/• http://www.flickr.com/photos/krypto/3321950347/• http://www.flickr.com/photos/krypto/3322766720/• Kevin & Amanda for some of the fonts• David Armano & Dave Gray for always sharing

Credits & stuff

Thanks for listening...

“we build too many walls and not enough bridges” Isaac Newton

@stevebridgerBuilder of Bridges