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How can the third sector How can the third sector adapt to the changing adapt to the changing media environment media environment Jude Habib Founder and Director sounddelivery

Jude Habib Sounddelivery

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Workshop presentation by Jude Habib on Social Media at NAVCA Annual Conference

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Page 1: Jude Habib   Sounddelivery

How can the third sector adapt How can the third sector adapt to the changing media to the changing media

environmentenvironment

Jude Habib

Founder and Director

sounddelivery

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Who am I ?Who am I ?

12 years at the BBC Working predominately on Social Campaigns Set up sounddelivery to work with third sector

organisations and their service users to get their messages heard in innovative ways

Specialise in social media including podcasting, audio, video and creative communications.

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Masterclass OverviewMasterclass Overview

We will discuss the changing media landscapewith a focus on the rise of social media, explore thecreative uses of social media and how it can be used to getyour messages heard. Also looking at changing role of‘traditional’ media. From podcasting to audio on your websites, video and social networking we will explore thepotential for use in your organisations.

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Immigrants vs. NativesImmigrants vs. Natives

Purposeful Search Manage Updates

Automatic (and will be mobile)

Networks The brand of me Media channel

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is really just a label for the way the internet looks today is really just a label for the way the internet looks today

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Web 2.0/Social MediaWeb 2.0/Social Media

Describes the online technologies and practices that people use to share opinions, insights,experiences, perspectives and media itself.

Takes many current forms including text,images, audio and video. These sites typically usetechnologies such as blogs, messageboards, podcasts,wikis and vodcasts to allow users to interact.

Examples: Wikipedia (reference) Facebook (social networking) You Tube (video sharing) Second Life (virtual reality) Digg (news sharing) Flickr (photosharing)

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Blogs

Podcasts

YouTube

Social networks

Social MediaSocial Media106,000,00075,000 new blogs per day

22.5 Million iPods sold in the last year125,000p / 25,000+v

Est 12 million regular listeners by 2010

50% Larger than the next 64 sites combined

8th Largest site on the web – 55m users p/month

200 sites worldwide.

The biggest have more page views than Google.

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What’s changed?What’s changed?

RSS-fed

You can now 'subscribe' to a feed, so content comes direct to you without you having to seek it out.

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BloggingBlogging

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What is a blog?What is a blog?

Chronological web publishing

Uses free / simple interface

Allows people to comment and to subscribe

Mainly text but can be photo / audio / video

Technorati tracking 106m

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Who is blogging?Who is blogging?

Individuals Corporate businesses The Media Charities You!

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Blogging: stories with wordsBlogging: stories with words

A conversation: a two way communication channel

Think of it as keeping in touch with friends Write like a real person, not a PR Write about real experiences, personal

views Use your blog to link to others, and key

points of information

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Blogging toolsBlogging tools

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Trend towards microbloggingTrend towards microblogging

Linked to growth in mobile and social networking

Status Irregular posts Photo sharing

& social bookmarking

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Blogging: stories with PicturesBlogging: stories with Pictures

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Group DiscussionGroup Discussion

Brainstorm different ways a blog can set the agenda

Linking journalists

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PodcastingPodcasting

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What is a podcast?What is a podcast?

Regularly updated audio content RSS-fed Often “Radio show” format

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What is a podcast not?What is a podcast not?

A standalone audio file Something you need an iPod to listen to Only for young people Only for computer geeks!

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Why Audio? Why Audio?

Powerful Cost Effective Anonymous Dynamic Exciting Real

Emotive Controlled Authentic Passionate Grassroots Targeted

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Storytelling using audioStorytelling using audio

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FormatsFormats Case Studies /Features as part of a

campaign/awareness raising Magazine Style /News Reports Dramas Celebrities

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Audio Online/PodcastsAudio Online/Podcasts

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Content to discussContent to discuss

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Discussion Point Discussion Point

Think about how audio content can/is being used?

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Created an audio cd for their European partners of family case studies

A group of young people have been trained to create audio diaries from their trips.

Others recorded on holiday Liam’s story Audio used on website/in presentations / as part of funding bids

(including BLF) Recorded a key stakeholder meeting Material picked up by the guardian Strategically thinking about how audio/visual media works for them

– using it in many ways. Content been picked up by traditional media – BBC, Guardian,

online, on air Punching above their weight?

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Things to rememberThings to remember

Everyone has a different perspective Stories told simply – music not a necessity Short and to the point Different locations, accents, voices, don’t always need a

‘presenter’ Formats – audio diary, magazine, columns, debate,

discussion – what’s right for you. Quality of recording – doesn’t matter if it’s a bit raw but if

there is mic rattle people will switch off Don’t forget you are narrowcasting – not broadcasting

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Content, Content, ContentContent, Content, Content

It doesn’t matter what approach you go for.. Absolutely Crucial Get it right and people will subscribe to feed Continue to listen Join in the conversation via social networks Get involved – user generated content Tell their friends volunteer/support/donate/

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Social NetworksSocial Networks

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What is a social network?What is a social network?

Social networks are groups of individuals unified by common

Interests Vocations Passions Needs

Before the internet these groups were more limited by proximity

Online social networks benefit from the LONG-TAIL effect

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60% of people surveyed by 60% of people surveyed by Yahoo! felt it was OK to have a Yahoo! felt it was OK to have a good friend who they’d never good friend who they’d never

physically metphysically met

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Are social networks just for the Are social networks just for the young?young?

sagazone.co.uk couchsurfers wayn.com

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Case StudyCase Study

Kate Fox

Mersey Basin Campaign

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Walter’s Wishlist:

•To explore the potential of web 2.0 for the organisation

•To use new media to engage with a younger audience.

•To enliven the Campaign’s website

•To have a blog, a podcast, a text service, a wikipedia entry, an e-briefing…..and they hadn’t even heard of Facebook, Myspace or Flickr yet……

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Some things were deliberate…and some weren’t exactly…

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Mersey: River that changed the world

Audio interviews with people whose lives have been entwined with the river Mersey

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From the MBC blog…

…to Granada Reports

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Results

Increased website visits:

September 2006 saw 16,180 visits

September 2007 saw 46,750 visits

A radio series on Radio Merseyside

Coverage on ITV Granada Reports

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So is Web 2.0 for you or not? So is Web 2.0 for you or not?

YES

You want to express the human voice of your organisation

You want to enable easy ways for people to share knowledge and information

Open source thinking - willing to share ideas in progress and let others join in and help it

Can deal with the messiness

You already have the basics covered.

Costs

Source: Designing for Civil Society

NO

You are obsessively controlling Your organization is not ready for

some changes in how you work

Your audience is not online

Everything must be vetted by central authority

Your copy or campaign messaging is written in stone, not electricity

You aren't prepared to assist people

in learning a new skill and the time to make it an organizational habit.

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TIPS FOR CREATING POWERFUL CONTENTTIPS FOR CREATING POWERFUL CONTENT

1. Listen to podcasts, audio content, read blogs, watch vodcasts

2. Involve your staff, service users, supporters, clients - get their opinions/ideas, find out what they’re listening to/downloading/buying.

3. Be yourselves - you’re not the BBC so don’t try and copy what’s out there. Be innovative.

4. Work across a range of departments – don’t just leave it to your new media /communications team (if you have one).

5. Create a social media strategy start slowly and build up content.

Just Do It

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Endless possibilities pods/blogs/social Endless possibilities pods/blogs/social media…….media…….

Branded Podcasts Podverts

Audio/video press release/clips for journalists

Send to broadcasters/other media

Audio slideshows Citizen/Social Reporters Mobile Phone Campaigns

Update trustees/Stakeholders

Audio Dramas Online Radio Stations Incentives to marathon

runners – links to websites / JustGiving sites

Social inclusion

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Other places for your contentOther places for your contentStart ListeningStart ListeningLocal MediaLocal Media

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Creating a social media strategyCreating a social media strategy

Just because you can, doesn’t mean you should

But what could work for you?