The document discusses exploring the use of social media by Macmillan, a charity fund manager. It provides examples of how Macmillan has used Twitter to engage with over 29,000 followers, thank supporters, promote events and advice, and link to trending events using hashtags. The document also offers ideas for other ways Macmillan could utilize Twitter, such as promoting stories, organizing tweetups, and retweeting to engage the local community.

1. social media
for charity fund managers
introduction
insights
thoughts
exploring social media with MacMillan
martin brown e: fairsnape@gmail.com t: @fairsnape

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3. leading and
leading and
supporting innovation
supporting innovation
business card and improvement:
and improvement:
fairsnape
winning work
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sustainability
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social media
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‘organisational
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4. The future is closer than you think …
… from Harry P to Social Media
Messages with emotions Messages via Twitter
2004 2009
Maps with icons that show Foursquare
peoples whereabouts Google Latitude
martin brown e: fairsnape@gmail.com t: @fairsnape

5. 2005 Excelsus Blog
Social Media Journey
2006 Second Life (aka Brand Woodin)
2006 igoogle
2006 Skype
2007 isite Blog
2007 Blog4FM
2007 Linkedin
2008 Twitter (@martin brown)
2008 be2camp
2009 Twitter (@fairsnape)
2009 Slideshare
2009 Googlewave
2010 (AR) Augmented Reality + Foursquare
martin brown e: fairsnape@gmail.com t: @fairsnape

6. “Social media in the built environment has opened doors
for individuals to hold conversations and form
relationships across organisation boundaries.
This is increasingly important as we enter a new decade where
success will come from person to person
collaboration, rather than last decades business to
business focus.
Leaders and directors of organisations need to address
the benefits that social media will bring …
Failure to do so will almost definitely leave them trailing
behind their more innovative and successful competitors
martin brown e: fairsnape@gmail.com t: @fairsnape

7. Why social media?
Its where you will find your supporters, community, staff,
suppliers, contractors, friends …. people
Its not a new thing
but a new way of doing old things,
…. like talking and communicating
Shouldn’t you be there too?
martin brown e: fairsnape@gmail.com t: @fairsnape

8. martin brown e: fairsnape@gmail.com t: @fairsnape

9. Web 1.0
Brochure:
‘pinned to the wall’
Web 2.0
Conversations
‘lets meet for coffee’
martin brown e: fairsnape@gmail.com t: @fairsnape

10. www.wordle.com
martin brown e: fairsnape@gmail.com t: @fairsnape

11. 2006
13% 2009
24%
19%
33%
15%
20%
19%
59%
33%
70%
52%
Engaging
17% with
Social
Media
Source: forrester.com
martin brown e: fairsnape@gmail.com t: @fairsnape

12. “There go my people. I must find out where they are going so I can lead them.”
- French politician Alexandre Ledru-Rollin
martin brown e: fairsnape@gmail.com t: @fairsnape

13. Shhhhsh … listen
people are talking
Where are people talking?
What are they saying?
About trends
About you
About your services
About your supporters, partners, clients, suppliers?
Love you?
Hate you?
martin brown e: fairsnape@gmail.com t: @fairsnape

14. lets find out
Use google alerts
Create a igoogle listening board … (nice and passive)
or
Join the conversations … (much better)
martin brown e: fairsnape@gmail.com t: @fairsnape

15. martin brown e: fairsnape@gmail.com t: @fairsnape

16. martin brown e: fairsnape@gmail.com t: @fairsnape

17. martin brown e: fairsnape@gmail.com t: @fairsnape

18. Twitter, all about connections:
martin brown e: fairsnape@gmail.com t: @fairsnape

19. big connections, big reach:
martin brown e: fairsnape@gmail.com t: @fairsnape

20. 1. Join conversations + network Why
should
2. Promote events and news we look at
twitter?
3. be visible
4. Share your knowledge, guidance
5. Get to know people
6. Form relationships
7. Influence above your weight
8. Follow events
9. Recruit
10. Win
martin brown e: fairsnape@gmail.com t: @fairsnape

21. the
name
game
Are you ‘ the organisation’
@fairsnape
or
‘ in the organisation’ ?
Name @{12 characters}
Profile 160 characters
martin brown e: fairsnape@gmail.com t: @fairsnape

22. How do you or your people stand out?
How do you link with others?
Is there the common message from your people?
martin brown e: fairsnape@gmail.com t: @fairsnape

23. Applies
1. Increase visibility to
YOU
2. Increase reach and
to
3. Promote your stuff and events YOUR
organisation
4. Create communities
5. Demonstrate experience and knowledge
6. Generate discussions
7. Engage with people Why get
martin brown e: fairsnape@gmail.com t: @fairsnape

24. macmillan
using social media …
martin brown e: fairsnape@gmail.com t: @fairsnape

25. 29000+ followers
thanks
offers of help
stories
support
advice
sponsorships
martin brown e: fairsnape@gmail.com t: @fairsnape

26. 5000+ followers
saying thank you
promoting events
promoting advice
influential contacts
martin brown e: fairsnape@gmail.com t: @fairsnape

27. Linking to trending events
Ideas for using twitter
Linking to advice and support
Promoting events
Saying thank you
Promoting stories use #hashtags
Organise tweetups
ReTweeting
Internal communications
Growing local communities
Good news
martin brown Images e: fairsnape@gmail.com t: @fairsnape

28. listen
and then engage with
friends and followers
it’s a conversation
not a monologue
martin brown e: fairsnape@gmail.com t: @fairsnape

29. share
is what makes
your community
martin brown e: fairsnape@gmail.com t: @fairsnape

30. be real
people follow people,
let your personality, stories
interests and character be seen
martin brown e: fairsnape@gmail.com t: @fairsnape

31. influence
Connect with the top
50 tweeters in your area
how can they help
martin brown e: fairsnape@gmail.com t: @fairsnape

32. don’t
create an online profile
and then do nothing
… a bit like sending out
coffee morning invites
and not turning up?
martin brown e: fairsnape@gmail.com t: @fairsnape

33. so
What do you think so far?
martin brown e: fairsnape@gmail.com t: @fairsnape

34. Social Media is Changing Organisations*
1 From Trying to Push to Making Connections
2. From Big Campaigns to Small Acts
3 From Controlling Our Image to Being Real
4. From Hard to Reach to Available Everywhere
…. How is your organisation changing ?
* from mashable.com
martin brown e: fairsnape@gmail.com t: @fairsnape

35. If you want to: Check out: your
starter
for
Linkedin
Join conversations six
Promote visibility, support and
experience
Twitter
Improve ‘reach’’ of
Slideshare
presentations
Comment and blog Wordpress
Keep online diary, records, timelines Posterous
Collaborate with team on projects Woobius
martin brown e: fairsnape@gmail.com t: @fairsnape

36. Look Learn Listen Live
martin brown e: fairsnape@gmail.com t: @fairsnape

37. tte
Etique There a party going on … you got the invite
now, do you …
Ignore the invitation
Go but sit in the corner
Wear a paper bag over your head
Burst in and shout
or just act normal (yeah)
martin brown e: fairsnape@gmail.com t: @fairsnape

38. Don’t forget to measure
AndDon’t initiatives
like all forget to measure
plan
do
check
act
martin brown e: fairsnape@gmail.com t: @fairsnape

39. And have some form of fair play
Web Use Policy
or
Code of Conduct
martin brown e: fairsnape@gmail.com t: @fairsnape

40. Post :thinking it through
P = People Who are you trying to engage?
O = Objectives What are you trying to achieve?
S = Strategies What will be your approach?
T = Tools What will you use?
martin brown e: fairsnape@gmail.com t: @fairsnape

41. your turn …
How will YOU use twitter?
Your tweet … message … story … news … link
120 characters, ok 140, but leave 20 free for sharing…
martin brown e: fairsnape@gmail.com t: @fairsnape

42. don’t forget:
sometimes we need break the string between tin cans
Sometimes we need to switch off, get away from being always on, through emails or social media.
Sleep under stars, watch cloudscapes, sleep on a beach, get lost and connect with nature …
The increase in always available computing means the value of our wild places increases dramatically .
We need to protect our Wild places where we can go to (physically or mentally) to recharge. Lets not turn them into the
power source to feed our technology or an extension to the web.
martin brown e: fairsnape@gmail.com t: @fairsnape

43. thank you
martin:
tweets @fairsnape
writes at
www.fairsnape.wordpress.com
www.martinbrown.posterous.com
receives email at
fairsnape@gmail.com
+ thanks for ideas: @subutcher @gemmawent
martin brown e: fairsnape@gmail.com t: @fairsnape