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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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

Friends’ stories have more impact

http://bit.ly/jwerf9

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

http://twitter.com/childsi/status/20740112937

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...

Watch this and be inspired

http://just.ly/childsi

Thank you

Jonathan Waddinghamjonathan@justgiving.com@jon_bedfordslideshare.net/jwaddinghamProduct Manager @JustGiving

Thank you

020 7738 1900

hello@thegoodagency.co.uk

@thegoodagency

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