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
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