Ben Akin-Smith:07723 051 507:Ben.Akin-Smith@Enableinteratctive,co.uk

Digital & You

This is me: …digital strategist, hopeful runner, entrepreneur, terrible cook, media planner, ex-fat man, email marketer, husband, business owner, atrocious singer, communicator, avid wearer of shoes, digital evangelist, aspiring photographer, blogger & Mac convert.

• Recession• Audience relationships• The Key Stages of digital activity• The principles of online “activity”• Emerging trends• Examples

Agenda

• Eat doughnuts• Interrupt• Ask questions

The Impact of the global recession

Rising unemployment

Increase in Government Borrowing

Falling investment

Falling Share Prices

How will an economic recession impact my daily life?

http://www.flickr.com/photos/amiev/2435360436/

Household budgets stretched

Fewer jobs

Less disposable income

Rising prices

• How does this affect you?

• What are you plans for working through this period?

• Are you running any current campaigns

• Has the recession changed your ambitions?

Apparently they will • Carry on regular giving• Not increase their giving • Not support new charitieshttp://www.fundraising.co.uk/video/2008/10/28/charity-recession-word-street

What will people do with their money?

http://flickr.com/photos/carmbler/191982925

It is easy to assume that charitable donations form the very pinnacle of what people chose to do with their disposable income and it will be the first thing to go if you are feeling light in the wallet.

I really don’t think that it is true.

Apparently they will not stop giving

This is especially untrue with committed donors

http://flickr.com/photos/eschipul/2371505523/sizes/l/

How do we ensure this commitment remains?

• Do you agree?

• What are your objectives for this year?

• What is coming up for you this year? (themes/campaigns/projects)

1. Awareness2. Engagement 3. Retention

The Key Stages of digital activity & campaigning

Awareness - Introduce yourself,

http://www.flickr.com/photos/lrargerich/3063054521/

Awareness• Use all appropriate media• Find communities• Mobilise content

• Give opinion, make a statement

Aussie Tourist board

Define who you are & what you stand for

http://www.flickr.com/photos/gtmq8/2303591849/

COMMIT TO IT & BE CONSISTENT.

• About Us page• Email• Print• Blogs• Letters• Campaigns• Social media

Simons Cat - RSPCA

• Simon's Cat's YouTube channel - 60,000 subscribers & over 7.8 million views.• Bumpered with URL front and back

Find your Audience – get them talking

• What’s your consistency?

• What channels are you using? (on & offline)?

• What message are you giving?

• What platforms are you using?

• What have been your successes and failures?

Engagement• Start a conversation• Ask questions• Make it personal• Give people a challenge• Build social equity

EmailsBlogs / StoriesChallengesQuestionsGamesPolls

British Red Cross – ARG / HIVhttp://www.flickr.com/photos/28953625@N07/3171642571/

• Are you doing any current (or future) engagement?

• What are you asking?

• How are your audience responding?

• How much do you know about them?- age / sex / location / donation

Retention

• Development of an idea• Provide tools• Giving people space• Respond to comments/ideas• Community communication

Little Big Planet, Iglabs, second life WWF

You need to know someone to have a” deep” conversation

• Do you feel you have a digital community?

• If so, what are they doing?

• What are they asking of you? (examples fbgroup)

• What are you giving, how are you responding? (equity)?

Where are you strongest: Awareness, Engagement or Retention?

• Communication • Honesty• Add Value

http://www.flickr.com/photos/nifer/353230456/sizes/l/

The glue

It is all about communication

http://www.flickr.com/photos/nichollsphotos

It is all about communication

Getting someone interested is all about sharing, information, a story, a passion, an idea etc...

It’s about people, not technology (but technology helps)

http://www.flickr.com/photos/nichollsphotos

http://www.flickr.com/photos/milivoj/2166043959/sizes/l/

“In the past you were what you owned. Now you are what you share.” Charles Leadbeater. We Think

http://www.flickr.com/photos/twenty_questions/

Act on their feedbackEncourage discussion, be a part of it

Listen

Create a dialogue with them

Not a monologue

People are talking, getting together and changing the world…

Image: farm3.static.flickr.com/2088/2213647530_4506ce2671_o.jpg

…. people will tell you what they think

You will get it wrong

http://www.flickr.com/photos/thomashawk/Survey… http://www.tealeaf.com/resources/Harris_2008.asp

Get it right and people notice

BIG

http://discussionleader.hbsp.com/haque/2008/09/how_to_build_a_nextgen_business_now.html

http://www.flickr.com/photos/xgray/

Be useful

Image: http://www.outdoorlens.com/funny-animal-signs/

Be Honest

Create space for agility, flexibility and iteration

http://www.flickr.com/photos/mundilfari_gjk/2497402169/sizes/l/

Treat things well and they will grow

Because….

http://thisisindexed.com/

• Will this change the way you approach digital?

• What are your three big digital participation questions?

• One piece of advice

• White paper / Becauseitsgood.co.uk

the future…

Mobile phones are changing the world

3.2 billion subscriber worldwide

• Smart Alerts – real time notifications• Augmented reality • Crowd sourcing goes mainstream• Sensors everywhere (traffic/motion)• Development potential – huge!• Open Source?• It’s about communication

http://googleblog.blogspot.com/2008/09/future-of-mobile.html

http://www.flickr.com/photos/splorp/64027565/sizes/l/

The Single Social Graph

Goggle Friend Connect

Passport (?)

Facebook Connect

Open ID

When you Travel - Take your friends with you

Convergence

Virtual worlds

GPS

iPlayer

Twitter

Examples

Organisations are making digital work for them…

http://www.flickr.com/photos/29007282@N05/2717188345

•Raised $500,000,000 online in 21 months

•Average donation was $80

•$100,000,000 in one month

•$10,000,000 in 24 hours (after Palin rubbished community organizers!)

Money follows passion

http://www.flickr.com/photos/hankins

• 13 million email addresses

• 7000 different messages

• Opted in supporters received up to 20 SMS a month

• Everything was personalised, by region, donation size, colleges etc..

Connected

http://farm4.static.flickr.com/3157/2300624038_e7d7fee6fc_m.jpg

http://www.flickr.com/photos/picturesofthings/3009655146/

Mobilised

http://www.flickr.com/photos/picturesofthings/3009655146/

MobilisedFacebook - 3.2 million friends

200,000 events

500,000 blog posts

35,000 volunteer groups

“Kiva's mission is to connect people through lending for the sake of alleviating poverty.”

http://www.kiva.org/http://www.flickr.com/photos/ramonk/

“Kiva's mission is to connect people through lending for the sake of alleviating poverty.”

http://www.kiva.org/http://www.flickr.com/photos/ramonk/

Person to person micro lending

Transparent

One to One connections

Work with existing communities

“Kiva's mission is to connect people through lending for the sake of alleviating poverty.”

http://www.kiva.org/http://www.flickr.com/photos/ramonk/

Person to person micro lending

Transparent

One to One connections

Work with existing communities

Kiva will have facilitated loans totaling $100 million by 2010.

Name: Adjovi Apéafa DzokaLocation: TogoLoan Needed: $875.00Loan Use: Purchase of foodstuffs

Name: Adjovi Apéafa DzokaLocation: TogoLoan Needed: $875.00Loan Use: Purchase of foodstuffs

Stories – People – Connections - Influence

“what we’re really craving is more humanity itself. I see clues of this

everywhere, from the direct engagement as enabled by Twitter, to Apple’s Genius

bar which gives us live, breathing and fairly smart people to help us when a

human touch is needed.” David Armano

Don’t get scared, remember we’re all

human

http://www.flickr.com/photos/flysi/

Ben Akin-Smith:07723 051 507:Ben.Akin-Smith@Enableinteratctive,co.uk

www.gapingvoid.com

Thanks and bye for now…