Category Archives: Social Media & Digital Marketing

Media Trust Twitter for Charities Event (July 2009)

Yesterday Jacqui and I pootled over to Millbank for a Twitter for Charities event organised by Media Trust and chaired by the voice of common sense, Rachel Beer. If you’re on Twitter and want to follow Media Trust events, search the hashtag #mtevents. It serves for all.

This was an exceptionally good conference for a number of reasons:

  • It was short, sweet and to the point
  • It was focussed on one tool, which made it easier to keep on topic
  • The speakers, Rachel Beer and Daren Forsythe (formerly of the BBC & Media Trust) were excellent
  • Fellow members of the panel, Carly from Elephant Friends and Fliss from Media Trust had great case studies to mention
  • The questions were intelligent and prompted good discussion
  • A member of senior management was there! Joy!

I honestly believe that the next stage is holding conferences not just for the people who are using the tools – surely those should be practical workshops, really – but for those who need to be convinced that their team should be using them. We need to be talking metrics, successes, importance and, yes, pitfalls with the people who have ultimate responsibility for communications, fundraising and marketing.

Anyway, here were some things that came out of the day that I thought were worth mentioning as they are critical to understanding the role of social media and using social tools effectively:

  • You don’t necessarily need a social media policy (though some comms guidelines are fine). You do need an integrated, comprehensive and positive policy for communications, fundraising and marketing.
  • Twitter is not an objective. You use Twitter as a tool among many to meet your objectives.
  • If you’re unclear about your objectives, wait until you know what they are before using the tools.
  • Having a positive statement of what you can do online (perhaps an ‘our voice’ statement instead of a ‘policy’) is much better for all concerned than a negative policy. Rachel here sited Intel’s example of rules of engagement.

All of this, once again, proves that my conviction that social media is another avenue for responsive customer service is well-founded. And I’ll continue to believe that until I have any sort of compelling reason not to.

Conferences: Institute of Fundraising South West and Gorkana Sky News Briefing

Thursday and Friday saw two very different kinds of professional exchange about social media. On Thursday around 75 non-profit based delegates came to Bristol’s light and airy Southville Centre to exchange their knowledge. On Friday, a cluster of PRs came to listen to Sky News online editor John Gripton and last-minute no-show ‘Twitter Correspondent’ Ruth Barnett (@ruthbarnett) talk about scanning networks for news. These are my thoughts.

Although Jacqui presented a case study at the IoF’s southwest gathering that’s much the same as the ones we’ve done before, the questions were surprisingly different. As we do the Q&A together, I found myself talking far more about how we decide which networks we break which stories on, the penalties and privileges of running our own network and the cons and – in my opinion non-existent – pros of sending automatic messages on Twitter. Even better, we also got to hear case studies that we haven’t seen listed on the conference circuit thus far.

The most interesting of these was from Comic Relief. Of course as a one-off event every two years (with newer Sport Relief in between), fundraising is far more straightforward for the team than it is for a 365 operation. But interestingly, having harnessed the power of social networks to spread the word, the Comic Relief crew discovered that this obliged them to create a 365 persona: a huge crew of supporters is now waiting to be treated as long-term partners, not brief donors. They also found the online giving through networks was not that high (online giving generally was, but that was the inevitable movement from phone lines to broadband). And though their social media strategy seemed finely honed and planned, a lot of it was ad hoc and working it out as they went along, with help from agencies.

That was thoroughly heartening. For a start it means that even a big organisation that deals in many, many millions at a time doesn’t get everything right first time. But much of what they did was not expensive or complicated, it just required a lot of tenacity and perhaps the clout of a big name. Now they’ve opened the doors – getting mobile networks talking about customisable phone donations, for example – why shouldn’t any other charity with a creative, committed team not benefit? A huge budget is not required, or even desirable. Networks are far more about awareness, marketing and customer service than they are about fundraising, but occasionally the two can come together for the benefit of all concerned.

There was also an opportunity to listen to a talk about The Big Give, an innovative donation-matching scheme pioneered by recruitment don Alec Reed. Matching major donors with projects – not, crucially, charities – it also runs a fundraising drive where the first £1m of donations is matched by The Big Give pot. This, they’ve found in their research, makes supporters (isn’t ‘donors’ a loathesome word? So cold, and almost inaccurate) more generous. This year they’re trying a slightly more complicated scheme where the charities raise a certain amount before the major drive, it’s matched and then there’s the big fundraising event with more to be matched – read about it on the site, it makes sense eventually! Since the last Big Give raised £2m in 45 minutes, it’s definitely one to watch.

Friday’s gathering was very different, and a little disappointing. On the one hand, it was a great opportunity to get an idea of the best way to contact Sky’s online team and get interesting stories to them. On the other hand, much of it was very much common sense e.g. don’t call to ask if someone’s got your email. That’s PR 101 and it’s old-fashioned ‘get on the phones’ bosses that need to be told that, not the jobbing PRs caught in the middle. Also, it was disappointing that there were no specifics about how they scan social networks for news. In a handy pre-recorded interview to make up for her unavoidable absence, Ruth said people should carry on doing their stuff online and she’d see it and decide if it was interesting enough to broadcast. But HOW would she see it? There’s so much out there. I tweeted her afterwards asking which tools, apart from hashtag searches and trending topics she used to search. We use the great Twilert, but are always keen to know of other conversation-tracking tools and would love to know how to get attention in all the noise on Twitter! That was on Friday and she’s not replied yet, but she does have to have weekends off, I guess!

Tools are the big focus for me, going into my second year at Dogs Trust. Tools for conversation-tracking, for influence-tracking (because that shows awareness – being seen as leaders is great and a bonus, but this is about doing our best for our charity). Solid metrics that are not only about the cash but about those sometimes hard to define marketing goals. We can’t fall into the fluffy charity trap. I’m also hoping to do some marketing qualifications and put into formal terms some of those things I already instinctively know, not to mention rack up some new things. It’s an exciting, forward-thinking time, where social media needs to be seen not as discreet, but as another avenue for good marketing and customer service.

Childfreeonline and the inevitability of tribal thinking

We all like to join tribes. Whether we’re joining online groups, heading to a meetup or even just gossiping with friends, we like to divide the world into ‘them’ and ‘us’. I’m certainly not the first person to observe this and I undoubtedly won’t be the last. What baffles me (and, I’m sure, myriad others) is why you would make a tribe out of something that is an individual choice…

I guess stories about kids are interesting me more than they otherwise might because I’m getting closer, slowly, to making a decision about when to have them myself. I’ve known for years I want to be a mother, and apart from some vague feelings of uncertainty in my early 20s, I’ve pretty much never changed my mind. I have known people to be obsessed with having kids from childhood, or resolutely uninterested in breeding for years only to change their minds and I know people who will undoubtedly stay sans littleuns for all their lives. Somehow I’ve been friends with all of them without it really becoming an issue. But if you do a quick search of the web it’s apparent that there are entire movements on either side of the equation. How utterly bizarre.

For example, I was followed by @childfreeonline on Twitter. Strange, but hey, I get followed by a lot of random peeps; it’s all good. On the first page of tweets I saw, they claimed not to ‘hate kids’ and just to want respect for a childfree choice. But also tweeted “I am pregnant” and “I mommy blog” (do you have to read it) as turn-off words, and linked to articles all about how terrible parents are for nicking all the best holidays at work. Today they link to a story about  a man not loving his child.

Now, here’s the thing. I understand that it’s got to be extraordinarily annoying and insulting to be questioned on your choice of whether or not to have children by other people. But… who the hell DOES that?! I can only assume that I’ve never come across such outstanding rudeness because, if the subject’s come up at all, I’ve always said I do want kids one day. Seriously, I can’t blame childfree parents for being affronted by such behaviour. But there’s no need to take it out on all parents either, guys. After all, you don’t like all being tarred with the same brush based on your choices, right? Blaming every mother for Carol Sarler’s ignorance and extreme inanity is taking a pot and kettle and comparing dark colours.

Equally, I see plenty of comments from people going “I couldn’t care less about babies / children etc so don’t tell me about it”. Well, children are a huge part of any parent’s life. Not all your friends are going to have exactly the same interests as you all the time, and major life events are going to colour what they talk about. Any friend who goes on about themselves all the freakin’ time is worthy of a sit down and a chat about narcissism – people who talk about children incessantly included. I mean, I want them but you think I want to hear about them constantly? A good, non-self-obsessed friend will stay that way, no matter whether they (or you) have no children or six.

The third line of anti-parental (and sometimes anti-kid) attack seems to be at work.  Carol Midgley (what is it about being a journalist called Carol and writing nonsense about parents?), a mother herself, wrote an article about the childless being the core of the workforce. This was almost, though not quite, as daft as Carol Sarler’s assertions, because it basically complained that childfree people have to work extra to make up the workload for parents who swan off on holiday all the time. One might argue that at least the childfree don’t HAVE to travel during school holidays, but given it’s a choice to have children I’ll throw that argument out of the window. The fact is, if the parents in the company are bagging the holidays first, you’re too slow. Whatever happened to first-come, first-served? If they’re not planning for a holiday absence, they should be disciplined – at work you’re an employee, and the fact that you’re a parent should only be important in a true emergency; just as a childfree person would be sent home if their partner were unable to care for themselves, so a parent needs to be excused in those situations. But not doing your work or adequately preparing for planned absences is terrible, whether you have a brood or not. Finally, if you’re working Bank Holidays, it’s probably not because you’re not a parent; I’ve never had to work a Bank Holiday because someone with a sprog wouldn’t.

My manager has a theory. If you can’t get the job done in the time allowed, then you need an assistant or a time management course. Sounds like people working all hours need to blame either the lack of staff or their poor organisational skills, not the parents in their office.

Pretty much the only criticism of parents I’ve heard recently that had any leg to stand on was someone commenting on Twitter that bringing an infant into the office is distracting and annoying. That’s true, it is. And the blame there has to fall with both the parent and the office managers. The parent should be more thoughtful, and the managers should insist that if you come in to show off a child you do so in a non-work area – a kitchen, a meeting room – and people come to you rather than disturbing the work environment. But I’d still lay the blame on the parent more.

So coming back to tribes. I believe it’s counterproductive to have a Child Free Month / Day whatever, and to form a tribal unit. Because instead of putting your decision about children back where it belongs – in private, where no-one has the right to comment on it – you’re making it into the definition of who you are. Then, of course, people WILL be lead to criticise, debate and comment. It’s like Peter Cook in his Greta Garbo parody, being wheeled down the street on a flatbed truck shrieking “I vant to be aloooooone” into a megaphone. And if you want respect for your choice, then try respecting parents. You had some, after all, and I don’t think you’d appreciate anyone being so dismissive of THEM. If they refuse to return your respect, then walk away – you don’t need rude and impolite people in your life.

Parental tribes are, of course, far less interesting. I’d be just as perplexed if parents formed support groups that indulged in sly asides at the ‘barren’ (that was deliberate – I don’t really think of childfree people as barren. Tone of voice is a challenge when blogging). But, I guess, in the end I’m always confused by any group of people who want to band together to advertise a personal choice. The only tribes I want to join are about work, play, pets or other interests. Flying the banner for being a potential mother or not being a mother at all is bewildering, because that’s too personal to want shared ownership with anyone but my partner for life.

Live and let live, say I. Or, at least… try?

I’m not a social media consultant (or a plastic bag)

Although I’m more than happy to consult. Does that make sense?

I’m a social media practitioner. A community builder. A conversation manager. A customer services spokesperson. I am the person who actually communicates with the public.

As a result I do, of course, have a lot of ideas about metric and strategy. It would be shortsighted and counterproductive in the extreme not to have a healthy grasp of the bigger picture. But I reject the word ‘consultant’ because there’s just so many people out there who belittle the task that the real consultants do. It’s hard work to win over the ditherers, give them case studies and examples to take back, support them with internal buy-in and then help them find their voice. These are real people, who just want to do the best for their business or charity, and seek guidance. So publishing a billion articles on ‘truths’ and ‘rules’ of social media is definitely unhelpful.

There’s only one social media ‘truth’ that applies to everyone, everywhere in every business (with the sole exception of parody / character accounts, and even then it partly applies): be honest. Be authentic. Be truthful and respect the bullshitometers of your readers.

I guess, really, I AM a consultant. But the word is almost as tainted as ‘feminist’ now (one of those, too. Old style, where you respect women, men and choices. I know, right?!). So what do I call myself without creating another meaningless or slightly spurious buzzword?

Hill & Knowlton Social Media Event

Last night, Hill & Knowlton gathered together third sector web professionals for a social media forum to which we were very kindly invited. You can find a few tweets about the event hashtagged #hksocial. We were added to the mix via Candace Kuss, who as well as being a huge dog fan who has raised guide dog pups used to be at Ogilvy, who still work with Dogs Trust. She liked our Twitter feed and followed our social engagement with interest, so invited us to give a case study.

It worked remarkably well alongside Canadian H&K VP of social media David Jones, who gave a wide-reaching presentation on the basics of social media and engagement from a Canadian government perspective. This set the groundwork beautifully for me to babble on about what we were actually doing with the different tools. I will remind him to send me an analysis presentation from War Child Canada he mentioned, which promises to be very interesting. My focus now is on finding the right social metric; we know we’re succeeding because dogs are being rehomed and people are talking about us. Numbers are nice, but they’re not particularly helpful here. We just need to find a way to present that to people who don’t quite understand it, but want to.

As with most of my presentations, I make a few sketchy notes and then ad-lib to keep it fresh. After all, I do this stuff every day; if I can’t talk about it with passion off the cuff then I’m in the wrong job. As always there were things I wish I’d said (or said differently), but I hope I got the main ideas across and gave someone some information they can take back and use as a way of spurring internal buy-in: “Yes, I know the Internet is scary to you, but Dogs Trust did it…”.

That’s why we talk at these things; we know we have it relatively easy with a forward-thinking and positive marketing team and we want to help break down hurdles and silos in other charities because apart from anything else that’s where we too get inspiration and ideas! The more social media stuff that’s going on, the more we can all advance together.

I had to run directly afterwards as I wanted to drop in on Silicon Stilettos, a great women in tech networking event run by Zuzanna from Huddle. I’m glad I did, too. Not only did I manage to get the cutest nose-licks from Jamie Klingler’s Cavalier King Charles, McNulty, I met the fab Anna from CompletelyNovel, with whom I definitely want more to do.

No time to blog more now, but I did want to note my thoughts and thank Hill and Knowlton for the invitation.

Jack Brown

I’ve just found out that over the weekend, little Jack Brown died.

I first found out about Jack’s story when I was working for a company called 2Simple Software. They had done some charitable work in South Africa and Israel based around software and computers, but when they heard about Jack, a whole new part of the 2Simple Trust sprang up: helping children with neuroblastoma, a particularly nasty and virulent cancer that tends to strike very young children.

Jack was just a toddler when it first invaded his body. He had been given up as a lost cause many times, but his family battled on and with the help of fundraisers they got Jack to New York to have groundbreaking treatment at Memorial Sloane Kettering Cancer Center. This treatment undoubtedly gave Jack two years with his family that he would not have had if he had stayed here in the UK at the time.

Jack’s website was the first charity website I ever worked on; it’s what gave me the bug to want to work with another charity one day. The regular updates from his family I received to add to it were both heartbreaking and inspirational. I am so sorry to hear that Jack lost his battle, and I know that the charity will continue to use the funds it has to help other children like him. My heart goes out to Jack’s fantastically strong, loving parents and his young brother and sister.

Ten Days of Disney: Disney for Good

Disney, like most big corporations with an eye on their reputation, has an outreach programme. Disney VoluntEARS, work with the Make-a-Wish Foundation and a strong emphasis on employees sharing skills are a few parts of Disney Worldwide Outreach.

This is, given my job, naturally an area of interest for me. I knew about Disney’s work with Make-a-Wish years ago as a visit to a Disney park, studio or other related venue is consistently one of the most popular wishes of very ill children. If that doesn’t tell you about the power of Disney’s story-telling and the evangelism that rises from it, nothing will. But I didn’t know until quite recently, when my interest increased, about the amount of employee time that is donated to communities.

This is one area where I’d love to see Disney developing online. Surely this is a place where online and offline communities really have a chance to be joined up. A place for volunteers to exchange information and potential volunteers to find out more? A place where kids can find online mentors from within Disney? A place where parents whose children have been helped through Make-a-Wish can build an online wall of memories of their child’s experience? A way for Disney to teach non-profit organisations without their budgets and marketing advantage to make the most of social technologies? You name it – the list of online possibilities surrounding outreach work are virtually endless.

My favourite is the Disney mentor idea – a natural online extension of the thousands of hours of offline community work Disney employee “VoluntEARS” already do. Imagine each employee giving up one hour a week to give advice to a kid online about becoming an attraction “imagineer”, animator, or other creative professional. What a boost to the arts that would be! And then there are the legion of other employees, from web wizards to front-of-house cast members. Each has advice and talent to offer; imagine how valued you would feel if you were asked to contribute your time to the project.

What’s in it for Disney? Well, though it might be done for entirely more altruistic reasons, there’s the lifelong fans you’re going to make when your pool of highly skilled employees shares the talent wealth a little. And the reputation advantages. Not to mention a direct line to possibly the greatest market research money can buy, straight from the people who love the Disney empire best, and a contacts list of future potential employees likely to feel completely loyal to a company that’s behaved like family.

For all I know, much of this is already in the pipeline or has been discussed and rejected for any number of reasons. But, for the record – that’s what I would do.

Day One: Howard Ashman & Alan Menken

Day Two: EPCOT

Day Three: Landscaping

Day Four: Pixar

A Year @ Dogs Trust: What I’ve Learned

Yesterday marked my first anniversary at Dogs Trust. Among the lovely, supportive comments about this that I received was one that really made me proud, from Howard Lake of UK Fundraising writing on the Dogs Trust Facebook page:

In that case, congratulations on all you’ve achieved in that time. I have to say I’d assumed you’d been there for much longer, given what you’ve done for the charity.

I practically did a Ribenaberry jump when I read that. It’s totally testament to the welcoming, supportive, creative atmosphere here. We do have an exceptionally open-minded Marketing Director who will sell the idea of social media to the rooftops if you give him good reason to, and the Digital Marketing Manager practically created the web department on her own some time ago so keen was she to go into this area. We’re a passionate bunch, and I like to think that seeming like I’ve been around forever is a side effect of that.

Anyway, enough about what I’ve done, what I’m more interested in is what I’ve learned about social media since I joined the team. Some of it was not new to me, but allowed me to form stronger opinions about what social media are and aren’t, and strip the jargon away to get to the communications heart of it all.

I could go on about this until the virtual cows have given up and tipped themselves, but I’ve picked my top three social media soapbox subjects.

1. Social media are the perfect platform for personalised customer service

I’m not just talking about the personalised email, but about the comments, responses, conversations and Q&As that take place on social sites all the time. I’ve often said I’m better at the Q&A than the presentation, despite being a passionate talker, because I’m at my best in a situation where real two-way communication is taking place. The presentation is the website: glossy, informative, nice looking, easy to understand and approachable. The Q&A is the meat on the bones, the questions, the criticisms, the real people behind the organisational front. That is what using social platforms is all about. If as a business or charity you don’t get that, you should stay away. The penalty is not failure to be noticed, but being noticed doing the wrong thing.

2. Naming names is powerful

Every time I’ve replied to someone, I’ve tried to use their name: “Hi Jane” “Hey John” “Thanks Chris”. The vast majority of the time I’ve done this, people have said “wow, you used my name.” That’s them up there – it’s them the ‘voice’ of the organisation is talking to. It’s so vitally important to respect someone’s offline reality. They have names, families, pets, jobs, interests – lives. Mentioning their name is a small, easy and never-forgotten way of showing that.

3. Moderation needs a balance between disclosure and distance

Being a community moderator is a bit like being a teacher (and here I speak from experience). You want to be friendly, approachable, informal and, hell, even liked. No harm with wanting people to think well of you. But you also need to be the respected voice of the website gods, who can enforce rules. When you get the balance right – and everyone slips at times – you need only deliver a quick reminder to get people into line. Then again, you need to be confident in pulling out the big guns quickly and efficiently if you genuinely need to, and this can mean a no explanation approach. Allow me to explain before you think I’m breaking Social 101 commandments.

Suppose you ban someone. No-one else on the site has the right to know why  – that’s between you and the banned person – and you shouldn’t have to justify yourself all the time. This is not the same as saying you’re not accountable to your community – you are, without them the site fails – or that their feedback should not be seriously considered. But if you’ve got good, transparent, sensible and reasonable rules, you shouldn’t have to justify them again every time. Just direct people to the right place.

That’s not even slightly a summary of 12 months in a handful of paragraphs, but this is what’s at the forefront of my mind going into year two. Well, that and Disney World.

It’s a small world, after all

I suspect I might not even be the 14,000th blogger to use that as a post title, but it was appropriate, so I ain’t going to sweat it.

I’m not sure whether last night proves that charity is a small world, that online meedja is a teeny cluster or that both together make it completely certain that you’ll know someone who knows someone. Then again, maybe it’s just coincidence, but it felt quite weird.

After Helen Aspell of the Equalities & Human Rights Commission (which has said some very sensible things about reducing maternity leave for women and increasing paternity leave this week) told me she knew my sister – off the back of both being in that Female Social Media Guru thang – that provoked a small giggle.

Turns out she is in fact involved in all aspects of my life.*

When I was at Shiny Media, I made lots of video reviews, including their most viewed ever. I made them mostly with a cameraman and editor called Ray O’Neill, who’s a very sweet bloke. Last night he pootled along to join a group of my friends and me (no, it’s not and I; comment if you’d like to know why) at La Perla in Charlotte Street where it transpires that he too knows Helen. And he’d been doing work for eConsultancy one of the bloggers for whom, as you know because you’ve been glued to the My Online Life page, has interviewed me about Dogs Trust on Twitter.

Teeny planet indeed.

On another note, I made blueberry muffins and Snaffle destroyed most of them. He did try to eat them which made me worry they tasted of cat food, but eating the remainder that he didn’t maul put paid to that concern.

What? Blueberries are good for you.

  • Yes, I exaggerate. Of course; have you not come to expect it?

Twitter and weekend baking experiments. Oh, and book clubs.

Richmond Park Deer

Richmond Park Deer

I know - just the kind of header that tells you that this post has no single specific purpose but might cover a lot of disparate topics. I haven’t even included the deer.

Maybe I should divide this up so you can just cast an eye over the stuff you’re interested in.

Twitter

I wrote quite an impassioned defence of the new-found popularity of Twitter. Far from killing it, I think it might just be what makes it better than other social networks now.

Weekend Baking Experiments

No photos here, frankly because they weren’t the most attractive looking results. And we’ve eated (sic) it. Ashley request oatmeal raisin cookies so I made an oatmeal raisin cake instead and that suited him fine. The random Internet recipe did not – I discovered halfway through folding in the flour – have any temperature, cooking times or tin recommendations. So I put it in a round silicone mould and baked it at 200 degrees, checking every 15 minutes. It took about 45, but eventually burnt a little on top while remaining a little squidgy at the bottom. I suspect, therefore, it’s best off as a tray bake. I must remember to bring back a 13 x 9 x 2 tin from Florida; American recipes so often fit this shape and it’s not that common here for some reason. Anyway, it tasted good. A little like what my cousin calls Dead Man’s Pudding, though I don’t see that as a bad thing.

I decided quite late on Sunday that making soft baked pretzels from scratch for the first time ever would be clever. Despite some sticking-to-the-baking-parchment issues, they tasted great, especially coated in salt (the poppy seed ones were a little bland). Had one for breakfast, and they held up well overnight.

Book Club

The first rule of book club is not making a reference to Fight Club. Oh, darn it.

Anyway, I’ve been invited to join a writers club on Facebook that I hope will make me actually do some more work on the Grown Up Monster Book. Largely it’s making me jealous of everyone else’s great ideas and hard work, but already I feel like I owe the fellow members my hard work which is what these groups are all about, right? Shared guilt is the way to go.

Deer

There were lots. In Richmond Park. So I crept closer and closer to try and get a decent photo with a DSLR lacking a proper telephoto lens, and this fellow obligingly let me snap quite a good shot. I have to sort out the rest of them and get them on Flickr. Then you’ll see them appear down the right, hopefully.

So, how have you all been?