Good bites...on digital 07_05_2011
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Good Bites… On Digital Real world outcomes matter 7 th June 2011 Chris Norman, Strategy Director
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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.
Transcript of Good bites...on digital 07_05_2011
Good Bites…On Digital
Real world outcomes matter
7th June 2011
Chris Norman, Strategy Director
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
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)
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
Relationships driven by real impact and reward
Belonging
Esteem
Involvement
Status
Self-fulfilment
Making a difference
Engagement checklist:
1.Relevant – connected to my world
and concerns
2.Resonant – an emotionally moving
story
3.Real – showing me I really make a
difference
4.Reassuring – confidence that I’m
doing the right thing
5.Recognition – I want to be part of
something, belong
6.Rewarding – what do I get out of it? I
want to feel good
Developing deeper and more rewarding relationships
Unaware / unconcernedUnaware / unconcerned
Level of involvement in a cam
paignLevel of involvem
ent in a campaign
• Care enough to advocate• Taken part in many campaigns• Advocated participation in campaign activity to peers• Desire to do more
• Care enough to commit to regular giving• Taken part in many campaigns• Have forwarded on campaigns to others
• Care enough to act and/or donate• Taken part in 1 or 2 campaigns FR/CAM
• Aware and care but not enough to act
Number of campaigns taken part inNumber of campaigns taken part in
Activity
Digital storytelling, a cast of thousands
Why digital stories are different.
Reuben Turner, Creative Director, The Good Agency
The job of digital storytelling
is to make your story the squirrel
Reach & awareness
Real-world action
Sharing & engagement
Sometimes your pyramid will look like thisObjective
1Objective
2Objective
3
So is this bit
This bit’s important
This bit’s also
important
“It’s only asthma.”
Challenge• Turn visits into engagement• Create noise around World
Asthma Day• Build stories for PR• Make people take asthma more
seriously
Takeasthma more
seriously
Give & campaign
Sharing, engagement,
catharsis, community
"Long after people forget what you did for them, they will remember how you made them feel." Walt Disney
A salutary word on results
“Homeless people are somewhere
else.”
Meet “Lucy”• Like all the case studies Centrepoint
uses, “Lucy” is a real young homeless person
• She agreed to let us tell the story of what happened in her past as though it was the present
• Supporting “12 days of Christmas” press & online appeal
Results?
Brand awarenes
s
Sponsora room
Click through
& retweet
7 sponsored
BUT banner ad traffic increased by 800%
350,000 saw
4,034 clicked
Digital & direct stories
• Mix engaging storytelling with direct asks
• Allow resolution of the story through action – give people a real-world outcome
• Help people move up the pyramid
In short• Digital storytelling is different,
because it makes the listener part of the story
• Digital storytelling is not about tactics or platforms. It’s about stories.
• The best digital storytelling gives people a way to write their own ending.
Building digital engagementBy Branislava MilosevicSave the Children
What is digital engagement?• It can be anything people do online – we
just need to have more than one offer
• Engagement is a result of a good user journey – personalisation based on 360 view of a supporter
• Digital enables a two-way conversation – but not everyone wants to participate
Pyramid of engagement
#blogadesh #pressforchange• Reached over 10 million people via 2,791 tweets, 65 blog
posts, 7 videos in the busiest week
• Media coverage – ITV, Radio 4, local media
• Increase in the number of actions #pressforchange – over 63,000
• Meeting with Mitchell and Clegg in NY
• Nick Clegg announced plans to double the number of women and children's lives saved in poorer countries
• UN launched a worldwide campaign to save 16 million mothers and children over the next 5 years
#passiton• Reached over 20 million people• Total mentions/tweets: 6,000• Total re-tweets: 2,500• Number of twitterers: 1,834• Petition signatures: 29,671
Amnesty – radios for Burma results• £175,000 raised• 14,000 radios being distributed• 306 te-tweets, 106 comments• 2,000 letter-writing action • 9,000 photo-opettition
Stories in a digital world
Jonathan Waddingham
@jon_bedford
Product Manager @JustGiving
June 7th 2011
Charities have great stories. Fact.
As we all know...Content is King
www.flickr.com/photos/victoriajohnsonphotography/4622063623
(not Charles)
The 1 C: Content
Doesn’t really matter what form content takes
Text, videos, photos, Tweets, Facebook posts, online/offline – it’s all content
User generated content is a buzz term, but it’s still important
Getting great content from supporters is not easy
Supporters will tell your storySupporters will tell your story (if you ask)
The ‘nudge’
Prompt sharing of their own stories
Impact is low, at the moment
But, this is a first step towards getting supporters’ to tell their stories about why they support a charity
This is great content that could be used in many ways
We’re learning how to ask for storytelling and sharing
Sonny’s law – after every action, share
Made a donation?Signed a petition?Registered for an event?Signed up for newsletter?Been a beneficiary?
Tell your friends
And say WHY
The best story going round at the moment – my story
Intel’s Museum of Me
It’s your story. As told through what you’ve done on Facebook
Go to www.intel.com/museumofme
The best charity story I’ve seen
There was a video
http://youtu.be/wzxwUIE7wDQ
There was an email
There was a fundraising page
justgiving.com/Save-Joeys-Life
Then I heard this on Facebook
Then the thanks started rolling in...
Thank you
Jonathan [email protected]@jon_bedfordslideshare.net/jwaddinghamProduct Manager @JustGiving
