message, content, activation
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Message content activation Winning campaigns in the new communications landscape21 May 2014
Picture by Flickr user Adam Wilson
ldquoCharity campaigns are no longer just dreamed up in meeting rooms and pushed out to the waiting general public ldquoThey can just happen brought into existence by the audiences themselves in an amazingly exciting wayrdquo- Chris Cox Mind UK
Picture by Flickr user Adam Wilson
Conventional campaign model
Message Content Activation
Conventional campaign model
Message Content Activation
Brand Public
New campaign lsquomodelrsquo
Message Content
Activation
New campaign lsquomodelrsquo
Message Content
Activation
Brand Public
7
Picture by Flickr user Peter Zoon
8
Itrsquos become hard to see where things begin and where they end
Picture by Flickr user Peter Zoon
Two powerful examples of whatrsquos starting to happen in this new landscape
Picture by Flickr user Aaron Wilson
nomakeupselfie
11
nomakeupselfie
-euro10 million raised for Cancer Research UK during a few days in March 2014
-Activity stretched across the world
-More than 200 charities benefited from donations
-But was not started by any of them
12
14
nomakeupselfie
15
nomakeupselfie
From metro blog
16
nomakeupselfie
Oscars gossip Backlash Oscars gossip Backlash
Adopted for cancer
awareness
Viral charity
campaign
CRUK get involved
Donation ask added
nomakeupselfie
18
nomakeupselfie
Potted history
- hashtag first used as early as September 2012
- the activity appears to have been sparked in the US with crime writer Laura Lipmann responding with a selfie in support of 81-year-old Kim Novak who attracted criticism for her appearance at the Oscars itssokimnovak
- this was picked up by others writers and spread in solidarity with Kim Novak - nomakeupselfie adopted
- cancer awareness connection seems to have been sparked by in the UK by 18-year-old student and mother Fiona Cunningham
- notions of tagging friends and daring them to do the same and donation ask was added by early-adopters
- Cancer Research UK picked up the trend - and added their text-to-donate call to action just as it was really picking up
- over pound8million raised for Cancer Research UK
- but over 200 charities benefited to some degree
- trend reached as far as Australia where tens of thousands of dollars were raised
- the explosive phase of the lsquocampaignrsquo lasted just a couple of weeks
[asides]
- around pound18K was pledged to UNICEF after a mix-up with text giving
- WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR
mentalpatient
20
mentalpatient
-User-generated backlash against stigmatising branding of Halloween outfits
-Forced major UK retailers into embarrassing apologies and withdrawal from sale
-Generated powerful chain reaction of lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK
21
mentalpatient
22
mentalpatient
23
mentalpatient
24
mentalpatient
25
mentalpatient
Retail blunder
Twitter backlash
mentalpatient selfies
mentalpatient
Viral campaign
Mental health charities involved
27
mentalpatient
Potted history
- Autumn 2013 - UK supermarket ASDA stocks scary outfits for Halloween marketed as mental patient costumes
- Outrage starts surfacing on social media
- Rethink Mental Illness amp Mind are asked questions - start talking to supermarkets
- mentalpatient selfie meme is started by a member of the public mental health charities get involved and amplify message thousands get involved it trends on Twitter
- Supermarkets withdraw costumes apologise and donate
- Feeling that a lsquotipping pointrsquo may have been reached in public discourse of mental health issues
What can we learn
29
People want to be part of the story
Picture by Flickr user John Ragai
30
People may want their own story to be part of the bigger story
Picture by Flickr user John Ragai
31
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
32
ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation
ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
The moment of truth may not be in office hours
Picture by Flickr user Sune Askjaer
The moment of truth may not be in office hours
ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo
- Aaron Eccles Senior Social Media Manager Cancer
Picture by Flickr user Sune Askjaer
35
Adventurousness required
Picture by Flickr user Erik Charlton
36
Adventurousness required
ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[It] requires a culture of experimentation and adventure where permission to try things out (like quickly lending your name to a campaign like this) is already given from senior management
ldquoEverything hinges on an adventurous culturerdquo
- Matt Collins Charity Chap
Picture by Flickr user Erik Charlton
37
Adventurousness required The role of organisations
Text
Picture by Flickr user Chad Cooper
38
Adventurousness required The role of organisations
1) Responsive
Picture by Flickr user Chad Cooper
39
Adventurousness required The role of organisations
1) Responsive
2) Trusted
Picture by Flickr user Chad Cooper
40
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
42
Pinterest - Ami Musarsquos story - UNICEF
43
YouTube - Most Shocking Second A Day Video - Save The Children UK
Still the conventional campaign model
Message Content Activation
Brand Public
Collaborating creates a different kind of connection
Will this be as relevant to development agencies
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
48
A spirit of adventure
Picture by Flickr user Michael Fleshman
49
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
ldquoCharity campaigns are no longer just dreamed up in meeting rooms and pushed out to the waiting general public ldquoThey can just happen brought into existence by the audiences themselves in an amazingly exciting wayrdquo- Chris Cox Mind UK
Picture by Flickr user Adam Wilson
Conventional campaign model
Message Content Activation
Conventional campaign model
Message Content Activation
Brand Public
New campaign lsquomodelrsquo
Message Content
Activation
New campaign lsquomodelrsquo
Message Content
Activation
Brand Public
7
Picture by Flickr user Peter Zoon
8
Itrsquos become hard to see where things begin and where they end
Picture by Flickr user Peter Zoon
Two powerful examples of whatrsquos starting to happen in this new landscape
Picture by Flickr user Aaron Wilson
nomakeupselfie
11
nomakeupselfie
-euro10 million raised for Cancer Research UK during a few days in March 2014
-Activity stretched across the world
-More than 200 charities benefited from donations
-But was not started by any of them
12
14
nomakeupselfie
15
nomakeupselfie
From metro blog
16
nomakeupselfie
Oscars gossip Backlash Oscars gossip Backlash
Adopted for cancer
awareness
Viral charity
campaign
CRUK get involved
Donation ask added
nomakeupselfie
18
nomakeupselfie
Potted history
- hashtag first used as early as September 2012
- the activity appears to have been sparked in the US with crime writer Laura Lipmann responding with a selfie in support of 81-year-old Kim Novak who attracted criticism for her appearance at the Oscars itssokimnovak
- this was picked up by others writers and spread in solidarity with Kim Novak - nomakeupselfie adopted
- cancer awareness connection seems to have been sparked by in the UK by 18-year-old student and mother Fiona Cunningham
- notions of tagging friends and daring them to do the same and donation ask was added by early-adopters
- Cancer Research UK picked up the trend - and added their text-to-donate call to action just as it was really picking up
- over pound8million raised for Cancer Research UK
- but over 200 charities benefited to some degree
- trend reached as far as Australia where tens of thousands of dollars were raised
- the explosive phase of the lsquocampaignrsquo lasted just a couple of weeks
[asides]
- around pound18K was pledged to UNICEF after a mix-up with text giving
- WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR
mentalpatient
20
mentalpatient
-User-generated backlash against stigmatising branding of Halloween outfits
-Forced major UK retailers into embarrassing apologies and withdrawal from sale
-Generated powerful chain reaction of lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK
21
mentalpatient
22
mentalpatient
23
mentalpatient
24
mentalpatient
25
mentalpatient
Retail blunder
Twitter backlash
mentalpatient selfies
mentalpatient
Viral campaign
Mental health charities involved
27
mentalpatient
Potted history
- Autumn 2013 - UK supermarket ASDA stocks scary outfits for Halloween marketed as mental patient costumes
- Outrage starts surfacing on social media
- Rethink Mental Illness amp Mind are asked questions - start talking to supermarkets
- mentalpatient selfie meme is started by a member of the public mental health charities get involved and amplify message thousands get involved it trends on Twitter
- Supermarkets withdraw costumes apologise and donate
- Feeling that a lsquotipping pointrsquo may have been reached in public discourse of mental health issues
What can we learn
29
People want to be part of the story
Picture by Flickr user John Ragai
30
People may want their own story to be part of the bigger story
Picture by Flickr user John Ragai
31
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
32
ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation
ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
The moment of truth may not be in office hours
Picture by Flickr user Sune Askjaer
The moment of truth may not be in office hours
ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo
- Aaron Eccles Senior Social Media Manager Cancer
Picture by Flickr user Sune Askjaer
35
Adventurousness required
Picture by Flickr user Erik Charlton
36
Adventurousness required
ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[It] requires a culture of experimentation and adventure where permission to try things out (like quickly lending your name to a campaign like this) is already given from senior management
ldquoEverything hinges on an adventurous culturerdquo
- Matt Collins Charity Chap
Picture by Flickr user Erik Charlton
37
Adventurousness required The role of organisations
Text
Picture by Flickr user Chad Cooper
38
Adventurousness required The role of organisations
1) Responsive
Picture by Flickr user Chad Cooper
39
Adventurousness required The role of organisations
1) Responsive
2) Trusted
Picture by Flickr user Chad Cooper
40
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
42
Pinterest - Ami Musarsquos story - UNICEF
43
YouTube - Most Shocking Second A Day Video - Save The Children UK
Still the conventional campaign model
Message Content Activation
Brand Public
Collaborating creates a different kind of connection
Will this be as relevant to development agencies
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
48
A spirit of adventure
Picture by Flickr user Michael Fleshman
49
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
Conventional campaign model
Message Content Activation
Conventional campaign model
Message Content Activation
Brand Public
New campaign lsquomodelrsquo
Message Content
Activation
New campaign lsquomodelrsquo
Message Content
Activation
Brand Public
7
Picture by Flickr user Peter Zoon
8
Itrsquos become hard to see where things begin and where they end
Picture by Flickr user Peter Zoon
Two powerful examples of whatrsquos starting to happen in this new landscape
Picture by Flickr user Aaron Wilson
nomakeupselfie
11
nomakeupselfie
-euro10 million raised for Cancer Research UK during a few days in March 2014
-Activity stretched across the world
-More than 200 charities benefited from donations
-But was not started by any of them
12
14
nomakeupselfie
15
nomakeupselfie
From metro blog
16
nomakeupselfie
Oscars gossip Backlash Oscars gossip Backlash
Adopted for cancer
awareness
Viral charity
campaign
CRUK get involved
Donation ask added
nomakeupselfie
18
nomakeupselfie
Potted history
- hashtag first used as early as September 2012
- the activity appears to have been sparked in the US with crime writer Laura Lipmann responding with a selfie in support of 81-year-old Kim Novak who attracted criticism for her appearance at the Oscars itssokimnovak
- this was picked up by others writers and spread in solidarity with Kim Novak - nomakeupselfie adopted
- cancer awareness connection seems to have been sparked by in the UK by 18-year-old student and mother Fiona Cunningham
- notions of tagging friends and daring them to do the same and donation ask was added by early-adopters
- Cancer Research UK picked up the trend - and added their text-to-donate call to action just as it was really picking up
- over pound8million raised for Cancer Research UK
- but over 200 charities benefited to some degree
- trend reached as far as Australia where tens of thousands of dollars were raised
- the explosive phase of the lsquocampaignrsquo lasted just a couple of weeks
[asides]
- around pound18K was pledged to UNICEF after a mix-up with text giving
- WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR
mentalpatient
20
mentalpatient
-User-generated backlash against stigmatising branding of Halloween outfits
-Forced major UK retailers into embarrassing apologies and withdrawal from sale
-Generated powerful chain reaction of lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK
21
mentalpatient
22
mentalpatient
23
mentalpatient
24
mentalpatient
25
mentalpatient
Retail blunder
Twitter backlash
mentalpatient selfies
mentalpatient
Viral campaign
Mental health charities involved
27
mentalpatient
Potted history
- Autumn 2013 - UK supermarket ASDA stocks scary outfits for Halloween marketed as mental patient costumes
- Outrage starts surfacing on social media
- Rethink Mental Illness amp Mind are asked questions - start talking to supermarkets
- mentalpatient selfie meme is started by a member of the public mental health charities get involved and amplify message thousands get involved it trends on Twitter
- Supermarkets withdraw costumes apologise and donate
- Feeling that a lsquotipping pointrsquo may have been reached in public discourse of mental health issues
What can we learn
29
People want to be part of the story
Picture by Flickr user John Ragai
30
People may want their own story to be part of the bigger story
Picture by Flickr user John Ragai
31
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
32
ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation
ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
The moment of truth may not be in office hours
Picture by Flickr user Sune Askjaer
The moment of truth may not be in office hours
ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo
- Aaron Eccles Senior Social Media Manager Cancer
Picture by Flickr user Sune Askjaer
35
Adventurousness required
Picture by Flickr user Erik Charlton
36
Adventurousness required
ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[It] requires a culture of experimentation and adventure where permission to try things out (like quickly lending your name to a campaign like this) is already given from senior management
ldquoEverything hinges on an adventurous culturerdquo
- Matt Collins Charity Chap
Picture by Flickr user Erik Charlton
37
Adventurousness required The role of organisations
Text
Picture by Flickr user Chad Cooper
38
Adventurousness required The role of organisations
1) Responsive
Picture by Flickr user Chad Cooper
39
Adventurousness required The role of organisations
1) Responsive
2) Trusted
Picture by Flickr user Chad Cooper
40
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
42
Pinterest - Ami Musarsquos story - UNICEF
43
YouTube - Most Shocking Second A Day Video - Save The Children UK
Still the conventional campaign model
Message Content Activation
Brand Public
Collaborating creates a different kind of connection
Will this be as relevant to development agencies
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
48
A spirit of adventure
Picture by Flickr user Michael Fleshman
49
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
Conventional campaign model
Message Content Activation
Brand Public
New campaign lsquomodelrsquo
Message Content
Activation
New campaign lsquomodelrsquo
Message Content
Activation
Brand Public
7
Picture by Flickr user Peter Zoon
8
Itrsquos become hard to see where things begin and where they end
Picture by Flickr user Peter Zoon
Two powerful examples of whatrsquos starting to happen in this new landscape
Picture by Flickr user Aaron Wilson
nomakeupselfie
11
nomakeupselfie
-euro10 million raised for Cancer Research UK during a few days in March 2014
-Activity stretched across the world
-More than 200 charities benefited from donations
-But was not started by any of them
12
14
nomakeupselfie
15
nomakeupselfie
From metro blog
16
nomakeupselfie
Oscars gossip Backlash Oscars gossip Backlash
Adopted for cancer
awareness
Viral charity
campaign
CRUK get involved
Donation ask added
nomakeupselfie
18
nomakeupselfie
Potted history
- hashtag first used as early as September 2012
- the activity appears to have been sparked in the US with crime writer Laura Lipmann responding with a selfie in support of 81-year-old Kim Novak who attracted criticism for her appearance at the Oscars itssokimnovak
- this was picked up by others writers and spread in solidarity with Kim Novak - nomakeupselfie adopted
- cancer awareness connection seems to have been sparked by in the UK by 18-year-old student and mother Fiona Cunningham
- notions of tagging friends and daring them to do the same and donation ask was added by early-adopters
- Cancer Research UK picked up the trend - and added their text-to-donate call to action just as it was really picking up
- over pound8million raised for Cancer Research UK
- but over 200 charities benefited to some degree
- trend reached as far as Australia where tens of thousands of dollars were raised
- the explosive phase of the lsquocampaignrsquo lasted just a couple of weeks
[asides]
- around pound18K was pledged to UNICEF after a mix-up with text giving
- WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR
mentalpatient
20
mentalpatient
-User-generated backlash against stigmatising branding of Halloween outfits
-Forced major UK retailers into embarrassing apologies and withdrawal from sale
-Generated powerful chain reaction of lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK
21
mentalpatient
22
mentalpatient
23
mentalpatient
24
mentalpatient
25
mentalpatient
Retail blunder
Twitter backlash
mentalpatient selfies
mentalpatient
Viral campaign
Mental health charities involved
27
mentalpatient
Potted history
- Autumn 2013 - UK supermarket ASDA stocks scary outfits for Halloween marketed as mental patient costumes
- Outrage starts surfacing on social media
- Rethink Mental Illness amp Mind are asked questions - start talking to supermarkets
- mentalpatient selfie meme is started by a member of the public mental health charities get involved and amplify message thousands get involved it trends on Twitter
- Supermarkets withdraw costumes apologise and donate
- Feeling that a lsquotipping pointrsquo may have been reached in public discourse of mental health issues
What can we learn
29
People want to be part of the story
Picture by Flickr user John Ragai
30
People may want their own story to be part of the bigger story
Picture by Flickr user John Ragai
31
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
32
ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation
ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
The moment of truth may not be in office hours
Picture by Flickr user Sune Askjaer
The moment of truth may not be in office hours
ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo
- Aaron Eccles Senior Social Media Manager Cancer
Picture by Flickr user Sune Askjaer
35
Adventurousness required
Picture by Flickr user Erik Charlton
36
Adventurousness required
ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[It] requires a culture of experimentation and adventure where permission to try things out (like quickly lending your name to a campaign like this) is already given from senior management
ldquoEverything hinges on an adventurous culturerdquo
- Matt Collins Charity Chap
Picture by Flickr user Erik Charlton
37
Adventurousness required The role of organisations
Text
Picture by Flickr user Chad Cooper
38
Adventurousness required The role of organisations
1) Responsive
Picture by Flickr user Chad Cooper
39
Adventurousness required The role of organisations
1) Responsive
2) Trusted
Picture by Flickr user Chad Cooper
40
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
42
Pinterest - Ami Musarsquos story - UNICEF
43
YouTube - Most Shocking Second A Day Video - Save The Children UK
Still the conventional campaign model
Message Content Activation
Brand Public
Collaborating creates a different kind of connection
Will this be as relevant to development agencies
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
48
A spirit of adventure
Picture by Flickr user Michael Fleshman
49
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
New campaign lsquomodelrsquo
Message Content
Activation
New campaign lsquomodelrsquo
Message Content
Activation
Brand Public
7
Picture by Flickr user Peter Zoon
8
Itrsquos become hard to see where things begin and where they end
Picture by Flickr user Peter Zoon
Two powerful examples of whatrsquos starting to happen in this new landscape
Picture by Flickr user Aaron Wilson
nomakeupselfie
11
nomakeupselfie
-euro10 million raised for Cancer Research UK during a few days in March 2014
-Activity stretched across the world
-More than 200 charities benefited from donations
-But was not started by any of them
12
14
nomakeupselfie
15
nomakeupselfie
From metro blog
16
nomakeupselfie
Oscars gossip Backlash Oscars gossip Backlash
Adopted for cancer
awareness
Viral charity
campaign
CRUK get involved
Donation ask added
nomakeupselfie
18
nomakeupselfie
Potted history
- hashtag first used as early as September 2012
- the activity appears to have been sparked in the US with crime writer Laura Lipmann responding with a selfie in support of 81-year-old Kim Novak who attracted criticism for her appearance at the Oscars itssokimnovak
- this was picked up by others writers and spread in solidarity with Kim Novak - nomakeupselfie adopted
- cancer awareness connection seems to have been sparked by in the UK by 18-year-old student and mother Fiona Cunningham
- notions of tagging friends and daring them to do the same and donation ask was added by early-adopters
- Cancer Research UK picked up the trend - and added their text-to-donate call to action just as it was really picking up
- over pound8million raised for Cancer Research UK
- but over 200 charities benefited to some degree
- trend reached as far as Australia where tens of thousands of dollars were raised
- the explosive phase of the lsquocampaignrsquo lasted just a couple of weeks
[asides]
- around pound18K was pledged to UNICEF after a mix-up with text giving
- WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR
mentalpatient
20
mentalpatient
-User-generated backlash against stigmatising branding of Halloween outfits
-Forced major UK retailers into embarrassing apologies and withdrawal from sale
-Generated powerful chain reaction of lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK
21
mentalpatient
22
mentalpatient
23
mentalpatient
24
mentalpatient
25
mentalpatient
Retail blunder
Twitter backlash
mentalpatient selfies
mentalpatient
Viral campaign
Mental health charities involved
27
mentalpatient
Potted history
- Autumn 2013 - UK supermarket ASDA stocks scary outfits for Halloween marketed as mental patient costumes
- Outrage starts surfacing on social media
- Rethink Mental Illness amp Mind are asked questions - start talking to supermarkets
- mentalpatient selfie meme is started by a member of the public mental health charities get involved and amplify message thousands get involved it trends on Twitter
- Supermarkets withdraw costumes apologise and donate
- Feeling that a lsquotipping pointrsquo may have been reached in public discourse of mental health issues
What can we learn
29
People want to be part of the story
Picture by Flickr user John Ragai
30
People may want their own story to be part of the bigger story
Picture by Flickr user John Ragai
31
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
32
ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation
ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
The moment of truth may not be in office hours
Picture by Flickr user Sune Askjaer
The moment of truth may not be in office hours
ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo
- Aaron Eccles Senior Social Media Manager Cancer
Picture by Flickr user Sune Askjaer
35
Adventurousness required
Picture by Flickr user Erik Charlton
36
Adventurousness required
ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[It] requires a culture of experimentation and adventure where permission to try things out (like quickly lending your name to a campaign like this) is already given from senior management
ldquoEverything hinges on an adventurous culturerdquo
- Matt Collins Charity Chap
Picture by Flickr user Erik Charlton
37
Adventurousness required The role of organisations
Text
Picture by Flickr user Chad Cooper
38
Adventurousness required The role of organisations
1) Responsive
Picture by Flickr user Chad Cooper
39
Adventurousness required The role of organisations
1) Responsive
2) Trusted
Picture by Flickr user Chad Cooper
40
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
42
Pinterest - Ami Musarsquos story - UNICEF
43
YouTube - Most Shocking Second A Day Video - Save The Children UK
Still the conventional campaign model
Message Content Activation
Brand Public
Collaborating creates a different kind of connection
Will this be as relevant to development agencies
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
48
A spirit of adventure
Picture by Flickr user Michael Fleshman
49
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
New campaign lsquomodelrsquo
Message Content
Activation
Brand Public
7
Picture by Flickr user Peter Zoon
8
Itrsquos become hard to see where things begin and where they end
Picture by Flickr user Peter Zoon
Two powerful examples of whatrsquos starting to happen in this new landscape
Picture by Flickr user Aaron Wilson
nomakeupselfie
11
nomakeupselfie
-euro10 million raised for Cancer Research UK during a few days in March 2014
-Activity stretched across the world
-More than 200 charities benefited from donations
-But was not started by any of them
12
14
nomakeupselfie
15
nomakeupselfie
From metro blog
16
nomakeupselfie
Oscars gossip Backlash Oscars gossip Backlash
Adopted for cancer
awareness
Viral charity
campaign
CRUK get involved
Donation ask added
nomakeupselfie
18
nomakeupselfie
Potted history
- hashtag first used as early as September 2012
- the activity appears to have been sparked in the US with crime writer Laura Lipmann responding with a selfie in support of 81-year-old Kim Novak who attracted criticism for her appearance at the Oscars itssokimnovak
- this was picked up by others writers and spread in solidarity with Kim Novak - nomakeupselfie adopted
- cancer awareness connection seems to have been sparked by in the UK by 18-year-old student and mother Fiona Cunningham
- notions of tagging friends and daring them to do the same and donation ask was added by early-adopters
- Cancer Research UK picked up the trend - and added their text-to-donate call to action just as it was really picking up
- over pound8million raised for Cancer Research UK
- but over 200 charities benefited to some degree
- trend reached as far as Australia where tens of thousands of dollars were raised
- the explosive phase of the lsquocampaignrsquo lasted just a couple of weeks
[asides]
- around pound18K was pledged to UNICEF after a mix-up with text giving
- WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR
mentalpatient
20
mentalpatient
-User-generated backlash against stigmatising branding of Halloween outfits
-Forced major UK retailers into embarrassing apologies and withdrawal from sale
-Generated powerful chain reaction of lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK
21
mentalpatient
22
mentalpatient
23
mentalpatient
24
mentalpatient
25
mentalpatient
Retail blunder
Twitter backlash
mentalpatient selfies
mentalpatient
Viral campaign
Mental health charities involved
27
mentalpatient
Potted history
- Autumn 2013 - UK supermarket ASDA stocks scary outfits for Halloween marketed as mental patient costumes
- Outrage starts surfacing on social media
- Rethink Mental Illness amp Mind are asked questions - start talking to supermarkets
- mentalpatient selfie meme is started by a member of the public mental health charities get involved and amplify message thousands get involved it trends on Twitter
- Supermarkets withdraw costumes apologise and donate
- Feeling that a lsquotipping pointrsquo may have been reached in public discourse of mental health issues
What can we learn
29
People want to be part of the story
Picture by Flickr user John Ragai
30
People may want their own story to be part of the bigger story
Picture by Flickr user John Ragai
31
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
32
ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation
ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
The moment of truth may not be in office hours
Picture by Flickr user Sune Askjaer
The moment of truth may not be in office hours
ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo
- Aaron Eccles Senior Social Media Manager Cancer
Picture by Flickr user Sune Askjaer
35
Adventurousness required
Picture by Flickr user Erik Charlton
36
Adventurousness required
ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[It] requires a culture of experimentation and adventure where permission to try things out (like quickly lending your name to a campaign like this) is already given from senior management
ldquoEverything hinges on an adventurous culturerdquo
- Matt Collins Charity Chap
Picture by Flickr user Erik Charlton
37
Adventurousness required The role of organisations
Text
Picture by Flickr user Chad Cooper
38
Adventurousness required The role of organisations
1) Responsive
Picture by Flickr user Chad Cooper
39
Adventurousness required The role of organisations
1) Responsive
2) Trusted
Picture by Flickr user Chad Cooper
40
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
42
Pinterest - Ami Musarsquos story - UNICEF
43
YouTube - Most Shocking Second A Day Video - Save The Children UK
Still the conventional campaign model
Message Content Activation
Brand Public
Collaborating creates a different kind of connection
Will this be as relevant to development agencies
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
48
A spirit of adventure
Picture by Flickr user Michael Fleshman
49
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
7
Picture by Flickr user Peter Zoon
8
Itrsquos become hard to see where things begin and where they end
Picture by Flickr user Peter Zoon
Two powerful examples of whatrsquos starting to happen in this new landscape
Picture by Flickr user Aaron Wilson
nomakeupselfie
11
nomakeupselfie
-euro10 million raised for Cancer Research UK during a few days in March 2014
-Activity stretched across the world
-More than 200 charities benefited from donations
-But was not started by any of them
12
14
nomakeupselfie
15
nomakeupselfie
From metro blog
16
nomakeupselfie
Oscars gossip Backlash Oscars gossip Backlash
Adopted for cancer
awareness
Viral charity
campaign
CRUK get involved
Donation ask added
nomakeupselfie
18
nomakeupselfie
Potted history
- hashtag first used as early as September 2012
- the activity appears to have been sparked in the US with crime writer Laura Lipmann responding with a selfie in support of 81-year-old Kim Novak who attracted criticism for her appearance at the Oscars itssokimnovak
- this was picked up by others writers and spread in solidarity with Kim Novak - nomakeupselfie adopted
- cancer awareness connection seems to have been sparked by in the UK by 18-year-old student and mother Fiona Cunningham
- notions of tagging friends and daring them to do the same and donation ask was added by early-adopters
- Cancer Research UK picked up the trend - and added their text-to-donate call to action just as it was really picking up
- over pound8million raised for Cancer Research UK
- but over 200 charities benefited to some degree
- trend reached as far as Australia where tens of thousands of dollars were raised
- the explosive phase of the lsquocampaignrsquo lasted just a couple of weeks
[asides]
- around pound18K was pledged to UNICEF after a mix-up with text giving
- WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR
mentalpatient
20
mentalpatient
-User-generated backlash against stigmatising branding of Halloween outfits
-Forced major UK retailers into embarrassing apologies and withdrawal from sale
-Generated powerful chain reaction of lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK
21
mentalpatient
22
mentalpatient
23
mentalpatient
24
mentalpatient
25
mentalpatient
Retail blunder
Twitter backlash
mentalpatient selfies
mentalpatient
Viral campaign
Mental health charities involved
27
mentalpatient
Potted history
- Autumn 2013 - UK supermarket ASDA stocks scary outfits for Halloween marketed as mental patient costumes
- Outrage starts surfacing on social media
- Rethink Mental Illness amp Mind are asked questions - start talking to supermarkets
- mentalpatient selfie meme is started by a member of the public mental health charities get involved and amplify message thousands get involved it trends on Twitter
- Supermarkets withdraw costumes apologise and donate
- Feeling that a lsquotipping pointrsquo may have been reached in public discourse of mental health issues
What can we learn
29
People want to be part of the story
Picture by Flickr user John Ragai
30
People may want their own story to be part of the bigger story
Picture by Flickr user John Ragai
31
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
32
ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation
ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
The moment of truth may not be in office hours
Picture by Flickr user Sune Askjaer
The moment of truth may not be in office hours
ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo
- Aaron Eccles Senior Social Media Manager Cancer
Picture by Flickr user Sune Askjaer
35
Adventurousness required
Picture by Flickr user Erik Charlton
36
Adventurousness required
ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[It] requires a culture of experimentation and adventure where permission to try things out (like quickly lending your name to a campaign like this) is already given from senior management
ldquoEverything hinges on an adventurous culturerdquo
- Matt Collins Charity Chap
Picture by Flickr user Erik Charlton
37
Adventurousness required The role of organisations
Text
Picture by Flickr user Chad Cooper
38
Adventurousness required The role of organisations
1) Responsive
Picture by Flickr user Chad Cooper
39
Adventurousness required The role of organisations
1) Responsive
2) Trusted
Picture by Flickr user Chad Cooper
40
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
42
Pinterest - Ami Musarsquos story - UNICEF
43
YouTube - Most Shocking Second A Day Video - Save The Children UK
Still the conventional campaign model
Message Content Activation
Brand Public
Collaborating creates a different kind of connection
Will this be as relevant to development agencies
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
48
A spirit of adventure
Picture by Flickr user Michael Fleshman
49
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
8
Itrsquos become hard to see where things begin and where they end
Picture by Flickr user Peter Zoon
Two powerful examples of whatrsquos starting to happen in this new landscape
Picture by Flickr user Aaron Wilson
nomakeupselfie
11
nomakeupselfie
-euro10 million raised for Cancer Research UK during a few days in March 2014
-Activity stretched across the world
-More than 200 charities benefited from donations
-But was not started by any of them
12
14
nomakeupselfie
15
nomakeupselfie
From metro blog
16
nomakeupselfie
Oscars gossip Backlash Oscars gossip Backlash
Adopted for cancer
awareness
Viral charity
campaign
CRUK get involved
Donation ask added
nomakeupselfie
18
nomakeupselfie
Potted history
- hashtag first used as early as September 2012
- the activity appears to have been sparked in the US with crime writer Laura Lipmann responding with a selfie in support of 81-year-old Kim Novak who attracted criticism for her appearance at the Oscars itssokimnovak
- this was picked up by others writers and spread in solidarity with Kim Novak - nomakeupselfie adopted
- cancer awareness connection seems to have been sparked by in the UK by 18-year-old student and mother Fiona Cunningham
- notions of tagging friends and daring them to do the same and donation ask was added by early-adopters
- Cancer Research UK picked up the trend - and added their text-to-donate call to action just as it was really picking up
- over pound8million raised for Cancer Research UK
- but over 200 charities benefited to some degree
- trend reached as far as Australia where tens of thousands of dollars were raised
- the explosive phase of the lsquocampaignrsquo lasted just a couple of weeks
[asides]
- around pound18K was pledged to UNICEF after a mix-up with text giving
- WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR
mentalpatient
20
mentalpatient
-User-generated backlash against stigmatising branding of Halloween outfits
-Forced major UK retailers into embarrassing apologies and withdrawal from sale
-Generated powerful chain reaction of lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK
21
mentalpatient
22
mentalpatient
23
mentalpatient
24
mentalpatient
25
mentalpatient
Retail blunder
Twitter backlash
mentalpatient selfies
mentalpatient
Viral campaign
Mental health charities involved
27
mentalpatient
Potted history
- Autumn 2013 - UK supermarket ASDA stocks scary outfits for Halloween marketed as mental patient costumes
- Outrage starts surfacing on social media
- Rethink Mental Illness amp Mind are asked questions - start talking to supermarkets
- mentalpatient selfie meme is started by a member of the public mental health charities get involved and amplify message thousands get involved it trends on Twitter
- Supermarkets withdraw costumes apologise and donate
- Feeling that a lsquotipping pointrsquo may have been reached in public discourse of mental health issues
What can we learn
29
People want to be part of the story
Picture by Flickr user John Ragai
30
People may want their own story to be part of the bigger story
Picture by Flickr user John Ragai
31
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
32
ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation
ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
The moment of truth may not be in office hours
Picture by Flickr user Sune Askjaer
The moment of truth may not be in office hours
ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo
- Aaron Eccles Senior Social Media Manager Cancer
Picture by Flickr user Sune Askjaer
35
Adventurousness required
Picture by Flickr user Erik Charlton
36
Adventurousness required
ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[It] requires a culture of experimentation and adventure where permission to try things out (like quickly lending your name to a campaign like this) is already given from senior management
ldquoEverything hinges on an adventurous culturerdquo
- Matt Collins Charity Chap
Picture by Flickr user Erik Charlton
37
Adventurousness required The role of organisations
Text
Picture by Flickr user Chad Cooper
38
Adventurousness required The role of organisations
1) Responsive
Picture by Flickr user Chad Cooper
39
Adventurousness required The role of organisations
1) Responsive
2) Trusted
Picture by Flickr user Chad Cooper
40
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
42
Pinterest - Ami Musarsquos story - UNICEF
43
YouTube - Most Shocking Second A Day Video - Save The Children UK
Still the conventional campaign model
Message Content Activation
Brand Public
Collaborating creates a different kind of connection
Will this be as relevant to development agencies
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
48
A spirit of adventure
Picture by Flickr user Michael Fleshman
49
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
Two powerful examples of whatrsquos starting to happen in this new landscape
Picture by Flickr user Aaron Wilson
nomakeupselfie
11
nomakeupselfie
-euro10 million raised for Cancer Research UK during a few days in March 2014
-Activity stretched across the world
-More than 200 charities benefited from donations
-But was not started by any of them
12
14
nomakeupselfie
15
nomakeupselfie
From metro blog
16
nomakeupselfie
Oscars gossip Backlash Oscars gossip Backlash
Adopted for cancer
awareness
Viral charity
campaign
CRUK get involved
Donation ask added
nomakeupselfie
18
nomakeupselfie
Potted history
- hashtag first used as early as September 2012
- the activity appears to have been sparked in the US with crime writer Laura Lipmann responding with a selfie in support of 81-year-old Kim Novak who attracted criticism for her appearance at the Oscars itssokimnovak
- this was picked up by others writers and spread in solidarity with Kim Novak - nomakeupselfie adopted
- cancer awareness connection seems to have been sparked by in the UK by 18-year-old student and mother Fiona Cunningham
- notions of tagging friends and daring them to do the same and donation ask was added by early-adopters
- Cancer Research UK picked up the trend - and added their text-to-donate call to action just as it was really picking up
- over pound8million raised for Cancer Research UK
- but over 200 charities benefited to some degree
- trend reached as far as Australia where tens of thousands of dollars were raised
- the explosive phase of the lsquocampaignrsquo lasted just a couple of weeks
[asides]
- around pound18K was pledged to UNICEF after a mix-up with text giving
- WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR
mentalpatient
20
mentalpatient
-User-generated backlash against stigmatising branding of Halloween outfits
-Forced major UK retailers into embarrassing apologies and withdrawal from sale
-Generated powerful chain reaction of lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK
21
mentalpatient
22
mentalpatient
23
mentalpatient
24
mentalpatient
25
mentalpatient
Retail blunder
Twitter backlash
mentalpatient selfies
mentalpatient
Viral campaign
Mental health charities involved
27
mentalpatient
Potted history
- Autumn 2013 - UK supermarket ASDA stocks scary outfits for Halloween marketed as mental patient costumes
- Outrage starts surfacing on social media
- Rethink Mental Illness amp Mind are asked questions - start talking to supermarkets
- mentalpatient selfie meme is started by a member of the public mental health charities get involved and amplify message thousands get involved it trends on Twitter
- Supermarkets withdraw costumes apologise and donate
- Feeling that a lsquotipping pointrsquo may have been reached in public discourse of mental health issues
What can we learn
29
People want to be part of the story
Picture by Flickr user John Ragai
30
People may want their own story to be part of the bigger story
Picture by Flickr user John Ragai
31
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
32
ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation
ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
The moment of truth may not be in office hours
Picture by Flickr user Sune Askjaer
The moment of truth may not be in office hours
ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo
- Aaron Eccles Senior Social Media Manager Cancer
Picture by Flickr user Sune Askjaer
35
Adventurousness required
Picture by Flickr user Erik Charlton
36
Adventurousness required
ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[It] requires a culture of experimentation and adventure where permission to try things out (like quickly lending your name to a campaign like this) is already given from senior management
ldquoEverything hinges on an adventurous culturerdquo
- Matt Collins Charity Chap
Picture by Flickr user Erik Charlton
37
Adventurousness required The role of organisations
Text
Picture by Flickr user Chad Cooper
38
Adventurousness required The role of organisations
1) Responsive
Picture by Flickr user Chad Cooper
39
Adventurousness required The role of organisations
1) Responsive
2) Trusted
Picture by Flickr user Chad Cooper
40
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
42
Pinterest - Ami Musarsquos story - UNICEF
43
YouTube - Most Shocking Second A Day Video - Save The Children UK
Still the conventional campaign model
Message Content Activation
Brand Public
Collaborating creates a different kind of connection
Will this be as relevant to development agencies
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
48
A spirit of adventure
Picture by Flickr user Michael Fleshman
49
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
nomakeupselfie
11
nomakeupselfie
-euro10 million raised for Cancer Research UK during a few days in March 2014
-Activity stretched across the world
-More than 200 charities benefited from donations
-But was not started by any of them
12
14
nomakeupselfie
15
nomakeupselfie
From metro blog
16
nomakeupselfie
Oscars gossip Backlash Oscars gossip Backlash
Adopted for cancer
awareness
Viral charity
campaign
CRUK get involved
Donation ask added
nomakeupselfie
18
nomakeupselfie
Potted history
- hashtag first used as early as September 2012
- the activity appears to have been sparked in the US with crime writer Laura Lipmann responding with a selfie in support of 81-year-old Kim Novak who attracted criticism for her appearance at the Oscars itssokimnovak
- this was picked up by others writers and spread in solidarity with Kim Novak - nomakeupselfie adopted
- cancer awareness connection seems to have been sparked by in the UK by 18-year-old student and mother Fiona Cunningham
- notions of tagging friends and daring them to do the same and donation ask was added by early-adopters
- Cancer Research UK picked up the trend - and added their text-to-donate call to action just as it was really picking up
- over pound8million raised for Cancer Research UK
- but over 200 charities benefited to some degree
- trend reached as far as Australia where tens of thousands of dollars were raised
- the explosive phase of the lsquocampaignrsquo lasted just a couple of weeks
[asides]
- around pound18K was pledged to UNICEF after a mix-up with text giving
- WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR
mentalpatient
20
mentalpatient
-User-generated backlash against stigmatising branding of Halloween outfits
-Forced major UK retailers into embarrassing apologies and withdrawal from sale
-Generated powerful chain reaction of lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK
21
mentalpatient
22
mentalpatient
23
mentalpatient
24
mentalpatient
25
mentalpatient
Retail blunder
Twitter backlash
mentalpatient selfies
mentalpatient
Viral campaign
Mental health charities involved
27
mentalpatient
Potted history
- Autumn 2013 - UK supermarket ASDA stocks scary outfits for Halloween marketed as mental patient costumes
- Outrage starts surfacing on social media
- Rethink Mental Illness amp Mind are asked questions - start talking to supermarkets
- mentalpatient selfie meme is started by a member of the public mental health charities get involved and amplify message thousands get involved it trends on Twitter
- Supermarkets withdraw costumes apologise and donate
- Feeling that a lsquotipping pointrsquo may have been reached in public discourse of mental health issues
What can we learn
29
People want to be part of the story
Picture by Flickr user John Ragai
30
People may want their own story to be part of the bigger story
Picture by Flickr user John Ragai
31
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
32
ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation
ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
The moment of truth may not be in office hours
Picture by Flickr user Sune Askjaer
The moment of truth may not be in office hours
ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo
- Aaron Eccles Senior Social Media Manager Cancer
Picture by Flickr user Sune Askjaer
35
Adventurousness required
Picture by Flickr user Erik Charlton
36
Adventurousness required
ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[It] requires a culture of experimentation and adventure where permission to try things out (like quickly lending your name to a campaign like this) is already given from senior management
ldquoEverything hinges on an adventurous culturerdquo
- Matt Collins Charity Chap
Picture by Flickr user Erik Charlton
37
Adventurousness required The role of organisations
Text
Picture by Flickr user Chad Cooper
38
Adventurousness required The role of organisations
1) Responsive
Picture by Flickr user Chad Cooper
39
Adventurousness required The role of organisations
1) Responsive
2) Trusted
Picture by Flickr user Chad Cooper
40
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
42
Pinterest - Ami Musarsquos story - UNICEF
43
YouTube - Most Shocking Second A Day Video - Save The Children UK
Still the conventional campaign model
Message Content Activation
Brand Public
Collaborating creates a different kind of connection
Will this be as relevant to development agencies
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
48
A spirit of adventure
Picture by Flickr user Michael Fleshman
49
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
11
nomakeupselfie
-euro10 million raised for Cancer Research UK during a few days in March 2014
-Activity stretched across the world
-More than 200 charities benefited from donations
-But was not started by any of them
12
14
nomakeupselfie
15
nomakeupselfie
From metro blog
16
nomakeupselfie
Oscars gossip Backlash Oscars gossip Backlash
Adopted for cancer
awareness
Viral charity
campaign
CRUK get involved
Donation ask added
nomakeupselfie
18
nomakeupselfie
Potted history
- hashtag first used as early as September 2012
- the activity appears to have been sparked in the US with crime writer Laura Lipmann responding with a selfie in support of 81-year-old Kim Novak who attracted criticism for her appearance at the Oscars itssokimnovak
- this was picked up by others writers and spread in solidarity with Kim Novak - nomakeupselfie adopted
- cancer awareness connection seems to have been sparked by in the UK by 18-year-old student and mother Fiona Cunningham
- notions of tagging friends and daring them to do the same and donation ask was added by early-adopters
- Cancer Research UK picked up the trend - and added their text-to-donate call to action just as it was really picking up
- over pound8million raised for Cancer Research UK
- but over 200 charities benefited to some degree
- trend reached as far as Australia where tens of thousands of dollars were raised
- the explosive phase of the lsquocampaignrsquo lasted just a couple of weeks
[asides]
- around pound18K was pledged to UNICEF after a mix-up with text giving
- WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR
mentalpatient
20
mentalpatient
-User-generated backlash against stigmatising branding of Halloween outfits
-Forced major UK retailers into embarrassing apologies and withdrawal from sale
-Generated powerful chain reaction of lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK
21
mentalpatient
22
mentalpatient
23
mentalpatient
24
mentalpatient
25
mentalpatient
Retail blunder
Twitter backlash
mentalpatient selfies
mentalpatient
Viral campaign
Mental health charities involved
27
mentalpatient
Potted history
- Autumn 2013 - UK supermarket ASDA stocks scary outfits for Halloween marketed as mental patient costumes
- Outrage starts surfacing on social media
- Rethink Mental Illness amp Mind are asked questions - start talking to supermarkets
- mentalpatient selfie meme is started by a member of the public mental health charities get involved and amplify message thousands get involved it trends on Twitter
- Supermarkets withdraw costumes apologise and donate
- Feeling that a lsquotipping pointrsquo may have been reached in public discourse of mental health issues
What can we learn
29
People want to be part of the story
Picture by Flickr user John Ragai
30
People may want their own story to be part of the bigger story
Picture by Flickr user John Ragai
31
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
32
ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation
ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
The moment of truth may not be in office hours
Picture by Flickr user Sune Askjaer
The moment of truth may not be in office hours
ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo
- Aaron Eccles Senior Social Media Manager Cancer
Picture by Flickr user Sune Askjaer
35
Adventurousness required
Picture by Flickr user Erik Charlton
36
Adventurousness required
ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[It] requires a culture of experimentation and adventure where permission to try things out (like quickly lending your name to a campaign like this) is already given from senior management
ldquoEverything hinges on an adventurous culturerdquo
- Matt Collins Charity Chap
Picture by Flickr user Erik Charlton
37
Adventurousness required The role of organisations
Text
Picture by Flickr user Chad Cooper
38
Adventurousness required The role of organisations
1) Responsive
Picture by Flickr user Chad Cooper
39
Adventurousness required The role of organisations
1) Responsive
2) Trusted
Picture by Flickr user Chad Cooper
40
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
42
Pinterest - Ami Musarsquos story - UNICEF
43
YouTube - Most Shocking Second A Day Video - Save The Children UK
Still the conventional campaign model
Message Content Activation
Brand Public
Collaborating creates a different kind of connection
Will this be as relevant to development agencies
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
48
A spirit of adventure
Picture by Flickr user Michael Fleshman
49
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
12
14
nomakeupselfie
15
nomakeupselfie
From metro blog
16
nomakeupselfie
Oscars gossip Backlash Oscars gossip Backlash
Adopted for cancer
awareness
Viral charity
campaign
CRUK get involved
Donation ask added
nomakeupselfie
18
nomakeupselfie
Potted history
- hashtag first used as early as September 2012
- the activity appears to have been sparked in the US with crime writer Laura Lipmann responding with a selfie in support of 81-year-old Kim Novak who attracted criticism for her appearance at the Oscars itssokimnovak
- this was picked up by others writers and spread in solidarity with Kim Novak - nomakeupselfie adopted
- cancer awareness connection seems to have been sparked by in the UK by 18-year-old student and mother Fiona Cunningham
- notions of tagging friends and daring them to do the same and donation ask was added by early-adopters
- Cancer Research UK picked up the trend - and added their text-to-donate call to action just as it was really picking up
- over pound8million raised for Cancer Research UK
- but over 200 charities benefited to some degree
- trend reached as far as Australia where tens of thousands of dollars were raised
- the explosive phase of the lsquocampaignrsquo lasted just a couple of weeks
[asides]
- around pound18K was pledged to UNICEF after a mix-up with text giving
- WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR
mentalpatient
20
mentalpatient
-User-generated backlash against stigmatising branding of Halloween outfits
-Forced major UK retailers into embarrassing apologies and withdrawal from sale
-Generated powerful chain reaction of lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK
21
mentalpatient
22
mentalpatient
23
mentalpatient
24
mentalpatient
25
mentalpatient
Retail blunder
Twitter backlash
mentalpatient selfies
mentalpatient
Viral campaign
Mental health charities involved
27
mentalpatient
Potted history
- Autumn 2013 - UK supermarket ASDA stocks scary outfits for Halloween marketed as mental patient costumes
- Outrage starts surfacing on social media
- Rethink Mental Illness amp Mind are asked questions - start talking to supermarkets
- mentalpatient selfie meme is started by a member of the public mental health charities get involved and amplify message thousands get involved it trends on Twitter
- Supermarkets withdraw costumes apologise and donate
- Feeling that a lsquotipping pointrsquo may have been reached in public discourse of mental health issues
What can we learn
29
People want to be part of the story
Picture by Flickr user John Ragai
30
People may want their own story to be part of the bigger story
Picture by Flickr user John Ragai
31
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
32
ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation
ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
The moment of truth may not be in office hours
Picture by Flickr user Sune Askjaer
The moment of truth may not be in office hours
ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo
- Aaron Eccles Senior Social Media Manager Cancer
Picture by Flickr user Sune Askjaer
35
Adventurousness required
Picture by Flickr user Erik Charlton
36
Adventurousness required
ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[It] requires a culture of experimentation and adventure where permission to try things out (like quickly lending your name to a campaign like this) is already given from senior management
ldquoEverything hinges on an adventurous culturerdquo
- Matt Collins Charity Chap
Picture by Flickr user Erik Charlton
37
Adventurousness required The role of organisations
Text
Picture by Flickr user Chad Cooper
38
Adventurousness required The role of organisations
1) Responsive
Picture by Flickr user Chad Cooper
39
Adventurousness required The role of organisations
1) Responsive
2) Trusted
Picture by Flickr user Chad Cooper
40
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
42
Pinterest - Ami Musarsquos story - UNICEF
43
YouTube - Most Shocking Second A Day Video - Save The Children UK
Still the conventional campaign model
Message Content Activation
Brand Public
Collaborating creates a different kind of connection
Will this be as relevant to development agencies
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
48
A spirit of adventure
Picture by Flickr user Michael Fleshman
49
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
14
nomakeupselfie
15
nomakeupselfie
From metro blog
16
nomakeupselfie
Oscars gossip Backlash Oscars gossip Backlash
Adopted for cancer
awareness
Viral charity
campaign
CRUK get involved
Donation ask added
nomakeupselfie
18
nomakeupselfie
Potted history
- hashtag first used as early as September 2012
- the activity appears to have been sparked in the US with crime writer Laura Lipmann responding with a selfie in support of 81-year-old Kim Novak who attracted criticism for her appearance at the Oscars itssokimnovak
- this was picked up by others writers and spread in solidarity with Kim Novak - nomakeupselfie adopted
- cancer awareness connection seems to have been sparked by in the UK by 18-year-old student and mother Fiona Cunningham
- notions of tagging friends and daring them to do the same and donation ask was added by early-adopters
- Cancer Research UK picked up the trend - and added their text-to-donate call to action just as it was really picking up
- over pound8million raised for Cancer Research UK
- but over 200 charities benefited to some degree
- trend reached as far as Australia where tens of thousands of dollars were raised
- the explosive phase of the lsquocampaignrsquo lasted just a couple of weeks
[asides]
- around pound18K was pledged to UNICEF after a mix-up with text giving
- WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR
mentalpatient
20
mentalpatient
-User-generated backlash against stigmatising branding of Halloween outfits
-Forced major UK retailers into embarrassing apologies and withdrawal from sale
-Generated powerful chain reaction of lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK
21
mentalpatient
22
mentalpatient
23
mentalpatient
24
mentalpatient
25
mentalpatient
Retail blunder
Twitter backlash
mentalpatient selfies
mentalpatient
Viral campaign
Mental health charities involved
27
mentalpatient
Potted history
- Autumn 2013 - UK supermarket ASDA stocks scary outfits for Halloween marketed as mental patient costumes
- Outrage starts surfacing on social media
- Rethink Mental Illness amp Mind are asked questions - start talking to supermarkets
- mentalpatient selfie meme is started by a member of the public mental health charities get involved and amplify message thousands get involved it trends on Twitter
- Supermarkets withdraw costumes apologise and donate
- Feeling that a lsquotipping pointrsquo may have been reached in public discourse of mental health issues
What can we learn
29
People want to be part of the story
Picture by Flickr user John Ragai
30
People may want their own story to be part of the bigger story
Picture by Flickr user John Ragai
31
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
32
ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation
ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
The moment of truth may not be in office hours
Picture by Flickr user Sune Askjaer
The moment of truth may not be in office hours
ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo
- Aaron Eccles Senior Social Media Manager Cancer
Picture by Flickr user Sune Askjaer
35
Adventurousness required
Picture by Flickr user Erik Charlton
36
Adventurousness required
ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[It] requires a culture of experimentation and adventure where permission to try things out (like quickly lending your name to a campaign like this) is already given from senior management
ldquoEverything hinges on an adventurous culturerdquo
- Matt Collins Charity Chap
Picture by Flickr user Erik Charlton
37
Adventurousness required The role of organisations
Text
Picture by Flickr user Chad Cooper
38
Adventurousness required The role of organisations
1) Responsive
Picture by Flickr user Chad Cooper
39
Adventurousness required The role of organisations
1) Responsive
2) Trusted
Picture by Flickr user Chad Cooper
40
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
42
Pinterest - Ami Musarsquos story - UNICEF
43
YouTube - Most Shocking Second A Day Video - Save The Children UK
Still the conventional campaign model
Message Content Activation
Brand Public
Collaborating creates a different kind of connection
Will this be as relevant to development agencies
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
48
A spirit of adventure
Picture by Flickr user Michael Fleshman
49
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
15
nomakeupselfie
From metro blog
16
nomakeupselfie
Oscars gossip Backlash Oscars gossip Backlash
Adopted for cancer
awareness
Viral charity
campaign
CRUK get involved
Donation ask added
nomakeupselfie
18
nomakeupselfie
Potted history
- hashtag first used as early as September 2012
- the activity appears to have been sparked in the US with crime writer Laura Lipmann responding with a selfie in support of 81-year-old Kim Novak who attracted criticism for her appearance at the Oscars itssokimnovak
- this was picked up by others writers and spread in solidarity with Kim Novak - nomakeupselfie adopted
- cancer awareness connection seems to have been sparked by in the UK by 18-year-old student and mother Fiona Cunningham
- notions of tagging friends and daring them to do the same and donation ask was added by early-adopters
- Cancer Research UK picked up the trend - and added their text-to-donate call to action just as it was really picking up
- over pound8million raised for Cancer Research UK
- but over 200 charities benefited to some degree
- trend reached as far as Australia where tens of thousands of dollars were raised
- the explosive phase of the lsquocampaignrsquo lasted just a couple of weeks
[asides]
- around pound18K was pledged to UNICEF after a mix-up with text giving
- WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR
mentalpatient
20
mentalpatient
-User-generated backlash against stigmatising branding of Halloween outfits
-Forced major UK retailers into embarrassing apologies and withdrawal from sale
-Generated powerful chain reaction of lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK
21
mentalpatient
22
mentalpatient
23
mentalpatient
24
mentalpatient
25
mentalpatient
Retail blunder
Twitter backlash
mentalpatient selfies
mentalpatient
Viral campaign
Mental health charities involved
27
mentalpatient
Potted history
- Autumn 2013 - UK supermarket ASDA stocks scary outfits for Halloween marketed as mental patient costumes
- Outrage starts surfacing on social media
- Rethink Mental Illness amp Mind are asked questions - start talking to supermarkets
- mentalpatient selfie meme is started by a member of the public mental health charities get involved and amplify message thousands get involved it trends on Twitter
- Supermarkets withdraw costumes apologise and donate
- Feeling that a lsquotipping pointrsquo may have been reached in public discourse of mental health issues
What can we learn
29
People want to be part of the story
Picture by Flickr user John Ragai
30
People may want their own story to be part of the bigger story
Picture by Flickr user John Ragai
31
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
32
ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation
ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
The moment of truth may not be in office hours
Picture by Flickr user Sune Askjaer
The moment of truth may not be in office hours
ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo
- Aaron Eccles Senior Social Media Manager Cancer
Picture by Flickr user Sune Askjaer
35
Adventurousness required
Picture by Flickr user Erik Charlton
36
Adventurousness required
ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[It] requires a culture of experimentation and adventure where permission to try things out (like quickly lending your name to a campaign like this) is already given from senior management
ldquoEverything hinges on an adventurous culturerdquo
- Matt Collins Charity Chap
Picture by Flickr user Erik Charlton
37
Adventurousness required The role of organisations
Text
Picture by Flickr user Chad Cooper
38
Adventurousness required The role of organisations
1) Responsive
Picture by Flickr user Chad Cooper
39
Adventurousness required The role of organisations
1) Responsive
2) Trusted
Picture by Flickr user Chad Cooper
40
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
42
Pinterest - Ami Musarsquos story - UNICEF
43
YouTube - Most Shocking Second A Day Video - Save The Children UK
Still the conventional campaign model
Message Content Activation
Brand Public
Collaborating creates a different kind of connection
Will this be as relevant to development agencies
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
48
A spirit of adventure
Picture by Flickr user Michael Fleshman
49
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
16
nomakeupselfie
Oscars gossip Backlash Oscars gossip Backlash
Adopted for cancer
awareness
Viral charity
campaign
CRUK get involved
Donation ask added
nomakeupselfie
18
nomakeupselfie
Potted history
- hashtag first used as early as September 2012
- the activity appears to have been sparked in the US with crime writer Laura Lipmann responding with a selfie in support of 81-year-old Kim Novak who attracted criticism for her appearance at the Oscars itssokimnovak
- this was picked up by others writers and spread in solidarity with Kim Novak - nomakeupselfie adopted
- cancer awareness connection seems to have been sparked by in the UK by 18-year-old student and mother Fiona Cunningham
- notions of tagging friends and daring them to do the same and donation ask was added by early-adopters
- Cancer Research UK picked up the trend - and added their text-to-donate call to action just as it was really picking up
- over pound8million raised for Cancer Research UK
- but over 200 charities benefited to some degree
- trend reached as far as Australia where tens of thousands of dollars were raised
- the explosive phase of the lsquocampaignrsquo lasted just a couple of weeks
[asides]
- around pound18K was pledged to UNICEF after a mix-up with text giving
- WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR
mentalpatient
20
mentalpatient
-User-generated backlash against stigmatising branding of Halloween outfits
-Forced major UK retailers into embarrassing apologies and withdrawal from sale
-Generated powerful chain reaction of lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK
21
mentalpatient
22
mentalpatient
23
mentalpatient
24
mentalpatient
25
mentalpatient
Retail blunder
Twitter backlash
mentalpatient selfies
mentalpatient
Viral campaign
Mental health charities involved
27
mentalpatient
Potted history
- Autumn 2013 - UK supermarket ASDA stocks scary outfits for Halloween marketed as mental patient costumes
- Outrage starts surfacing on social media
- Rethink Mental Illness amp Mind are asked questions - start talking to supermarkets
- mentalpatient selfie meme is started by a member of the public mental health charities get involved and amplify message thousands get involved it trends on Twitter
- Supermarkets withdraw costumes apologise and donate
- Feeling that a lsquotipping pointrsquo may have been reached in public discourse of mental health issues
What can we learn
29
People want to be part of the story
Picture by Flickr user John Ragai
30
People may want their own story to be part of the bigger story
Picture by Flickr user John Ragai
31
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
32
ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation
ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
The moment of truth may not be in office hours
Picture by Flickr user Sune Askjaer
The moment of truth may not be in office hours
ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo
- Aaron Eccles Senior Social Media Manager Cancer
Picture by Flickr user Sune Askjaer
35
Adventurousness required
Picture by Flickr user Erik Charlton
36
Adventurousness required
ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[It] requires a culture of experimentation and adventure where permission to try things out (like quickly lending your name to a campaign like this) is already given from senior management
ldquoEverything hinges on an adventurous culturerdquo
- Matt Collins Charity Chap
Picture by Flickr user Erik Charlton
37
Adventurousness required The role of organisations
Text
Picture by Flickr user Chad Cooper
38
Adventurousness required The role of organisations
1) Responsive
Picture by Flickr user Chad Cooper
39
Adventurousness required The role of organisations
1) Responsive
2) Trusted
Picture by Flickr user Chad Cooper
40
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
42
Pinterest - Ami Musarsquos story - UNICEF
43
YouTube - Most Shocking Second A Day Video - Save The Children UK
Still the conventional campaign model
Message Content Activation
Brand Public
Collaborating creates a different kind of connection
Will this be as relevant to development agencies
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
48
A spirit of adventure
Picture by Flickr user Michael Fleshman
49
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
Oscars gossip Backlash Oscars gossip Backlash
Adopted for cancer
awareness
Viral charity
campaign
CRUK get involved
Donation ask added
nomakeupselfie
18
nomakeupselfie
Potted history
- hashtag first used as early as September 2012
- the activity appears to have been sparked in the US with crime writer Laura Lipmann responding with a selfie in support of 81-year-old Kim Novak who attracted criticism for her appearance at the Oscars itssokimnovak
- this was picked up by others writers and spread in solidarity with Kim Novak - nomakeupselfie adopted
- cancer awareness connection seems to have been sparked by in the UK by 18-year-old student and mother Fiona Cunningham
- notions of tagging friends and daring them to do the same and donation ask was added by early-adopters
- Cancer Research UK picked up the trend - and added their text-to-donate call to action just as it was really picking up
- over pound8million raised for Cancer Research UK
- but over 200 charities benefited to some degree
- trend reached as far as Australia where tens of thousands of dollars were raised
- the explosive phase of the lsquocampaignrsquo lasted just a couple of weeks
[asides]
- around pound18K was pledged to UNICEF after a mix-up with text giving
- WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR
mentalpatient
20
mentalpatient
-User-generated backlash against stigmatising branding of Halloween outfits
-Forced major UK retailers into embarrassing apologies and withdrawal from sale
-Generated powerful chain reaction of lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK
21
mentalpatient
22
mentalpatient
23
mentalpatient
24
mentalpatient
25
mentalpatient
Retail blunder
Twitter backlash
mentalpatient selfies
mentalpatient
Viral campaign
Mental health charities involved
27
mentalpatient
Potted history
- Autumn 2013 - UK supermarket ASDA stocks scary outfits for Halloween marketed as mental patient costumes
- Outrage starts surfacing on social media
- Rethink Mental Illness amp Mind are asked questions - start talking to supermarkets
- mentalpatient selfie meme is started by a member of the public mental health charities get involved and amplify message thousands get involved it trends on Twitter
- Supermarkets withdraw costumes apologise and donate
- Feeling that a lsquotipping pointrsquo may have been reached in public discourse of mental health issues
What can we learn
29
People want to be part of the story
Picture by Flickr user John Ragai
30
People may want their own story to be part of the bigger story
Picture by Flickr user John Ragai
31
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
32
ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation
ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
The moment of truth may not be in office hours
Picture by Flickr user Sune Askjaer
The moment of truth may not be in office hours
ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo
- Aaron Eccles Senior Social Media Manager Cancer
Picture by Flickr user Sune Askjaer
35
Adventurousness required
Picture by Flickr user Erik Charlton
36
Adventurousness required
ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[It] requires a culture of experimentation and adventure where permission to try things out (like quickly lending your name to a campaign like this) is already given from senior management
ldquoEverything hinges on an adventurous culturerdquo
- Matt Collins Charity Chap
Picture by Flickr user Erik Charlton
37
Adventurousness required The role of organisations
Text
Picture by Flickr user Chad Cooper
38
Adventurousness required The role of organisations
1) Responsive
Picture by Flickr user Chad Cooper
39
Adventurousness required The role of organisations
1) Responsive
2) Trusted
Picture by Flickr user Chad Cooper
40
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
42
Pinterest - Ami Musarsquos story - UNICEF
43
YouTube - Most Shocking Second A Day Video - Save The Children UK
Still the conventional campaign model
Message Content Activation
Brand Public
Collaborating creates a different kind of connection
Will this be as relevant to development agencies
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
48
A spirit of adventure
Picture by Flickr user Michael Fleshman
49
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
18
nomakeupselfie
Potted history
- hashtag first used as early as September 2012
- the activity appears to have been sparked in the US with crime writer Laura Lipmann responding with a selfie in support of 81-year-old Kim Novak who attracted criticism for her appearance at the Oscars itssokimnovak
- this was picked up by others writers and spread in solidarity with Kim Novak - nomakeupselfie adopted
- cancer awareness connection seems to have been sparked by in the UK by 18-year-old student and mother Fiona Cunningham
- notions of tagging friends and daring them to do the same and donation ask was added by early-adopters
- Cancer Research UK picked up the trend - and added their text-to-donate call to action just as it was really picking up
- over pound8million raised for Cancer Research UK
- but over 200 charities benefited to some degree
- trend reached as far as Australia where tens of thousands of dollars were raised
- the explosive phase of the lsquocampaignrsquo lasted just a couple of weeks
[asides]
- around pound18K was pledged to UNICEF after a mix-up with text giving
- WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR
mentalpatient
20
mentalpatient
-User-generated backlash against stigmatising branding of Halloween outfits
-Forced major UK retailers into embarrassing apologies and withdrawal from sale
-Generated powerful chain reaction of lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK
21
mentalpatient
22
mentalpatient
23
mentalpatient
24
mentalpatient
25
mentalpatient
Retail blunder
Twitter backlash
mentalpatient selfies
mentalpatient
Viral campaign
Mental health charities involved
27
mentalpatient
Potted history
- Autumn 2013 - UK supermarket ASDA stocks scary outfits for Halloween marketed as mental patient costumes
- Outrage starts surfacing on social media
- Rethink Mental Illness amp Mind are asked questions - start talking to supermarkets
- mentalpatient selfie meme is started by a member of the public mental health charities get involved and amplify message thousands get involved it trends on Twitter
- Supermarkets withdraw costumes apologise and donate
- Feeling that a lsquotipping pointrsquo may have been reached in public discourse of mental health issues
What can we learn
29
People want to be part of the story
Picture by Flickr user John Ragai
30
People may want their own story to be part of the bigger story
Picture by Flickr user John Ragai
31
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
32
ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation
ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
The moment of truth may not be in office hours
Picture by Flickr user Sune Askjaer
The moment of truth may not be in office hours
ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo
- Aaron Eccles Senior Social Media Manager Cancer
Picture by Flickr user Sune Askjaer
35
Adventurousness required
Picture by Flickr user Erik Charlton
36
Adventurousness required
ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[It] requires a culture of experimentation and adventure where permission to try things out (like quickly lending your name to a campaign like this) is already given from senior management
ldquoEverything hinges on an adventurous culturerdquo
- Matt Collins Charity Chap
Picture by Flickr user Erik Charlton
37
Adventurousness required The role of organisations
Text
Picture by Flickr user Chad Cooper
38
Adventurousness required The role of organisations
1) Responsive
Picture by Flickr user Chad Cooper
39
Adventurousness required The role of organisations
1) Responsive
2) Trusted
Picture by Flickr user Chad Cooper
40
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
42
Pinterest - Ami Musarsquos story - UNICEF
43
YouTube - Most Shocking Second A Day Video - Save The Children UK
Still the conventional campaign model
Message Content Activation
Brand Public
Collaborating creates a different kind of connection
Will this be as relevant to development agencies
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
48
A spirit of adventure
Picture by Flickr user Michael Fleshman
49
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
mentalpatient
20
mentalpatient
-User-generated backlash against stigmatising branding of Halloween outfits
-Forced major UK retailers into embarrassing apologies and withdrawal from sale
-Generated powerful chain reaction of lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK
21
mentalpatient
22
mentalpatient
23
mentalpatient
24
mentalpatient
25
mentalpatient
Retail blunder
Twitter backlash
mentalpatient selfies
mentalpatient
Viral campaign
Mental health charities involved
27
mentalpatient
Potted history
- Autumn 2013 - UK supermarket ASDA stocks scary outfits for Halloween marketed as mental patient costumes
- Outrage starts surfacing on social media
- Rethink Mental Illness amp Mind are asked questions - start talking to supermarkets
- mentalpatient selfie meme is started by a member of the public mental health charities get involved and amplify message thousands get involved it trends on Twitter
- Supermarkets withdraw costumes apologise and donate
- Feeling that a lsquotipping pointrsquo may have been reached in public discourse of mental health issues
What can we learn
29
People want to be part of the story
Picture by Flickr user John Ragai
30
People may want their own story to be part of the bigger story
Picture by Flickr user John Ragai
31
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
32
ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation
ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
The moment of truth may not be in office hours
Picture by Flickr user Sune Askjaer
The moment of truth may not be in office hours
ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo
- Aaron Eccles Senior Social Media Manager Cancer
Picture by Flickr user Sune Askjaer
35
Adventurousness required
Picture by Flickr user Erik Charlton
36
Adventurousness required
ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[It] requires a culture of experimentation and adventure where permission to try things out (like quickly lending your name to a campaign like this) is already given from senior management
ldquoEverything hinges on an adventurous culturerdquo
- Matt Collins Charity Chap
Picture by Flickr user Erik Charlton
37
Adventurousness required The role of organisations
Text
Picture by Flickr user Chad Cooper
38
Adventurousness required The role of organisations
1) Responsive
Picture by Flickr user Chad Cooper
39
Adventurousness required The role of organisations
1) Responsive
2) Trusted
Picture by Flickr user Chad Cooper
40
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
42
Pinterest - Ami Musarsquos story - UNICEF
43
YouTube - Most Shocking Second A Day Video - Save The Children UK
Still the conventional campaign model
Message Content Activation
Brand Public
Collaborating creates a different kind of connection
Will this be as relevant to development agencies
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
48
A spirit of adventure
Picture by Flickr user Michael Fleshman
49
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
20
mentalpatient
-User-generated backlash against stigmatising branding of Halloween outfits
-Forced major UK retailers into embarrassing apologies and withdrawal from sale
-Generated powerful chain reaction of lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK
21
mentalpatient
22
mentalpatient
23
mentalpatient
24
mentalpatient
25
mentalpatient
Retail blunder
Twitter backlash
mentalpatient selfies
mentalpatient
Viral campaign
Mental health charities involved
27
mentalpatient
Potted history
- Autumn 2013 - UK supermarket ASDA stocks scary outfits for Halloween marketed as mental patient costumes
- Outrage starts surfacing on social media
- Rethink Mental Illness amp Mind are asked questions - start talking to supermarkets
- mentalpatient selfie meme is started by a member of the public mental health charities get involved and amplify message thousands get involved it trends on Twitter
- Supermarkets withdraw costumes apologise and donate
- Feeling that a lsquotipping pointrsquo may have been reached in public discourse of mental health issues
What can we learn
29
People want to be part of the story
Picture by Flickr user John Ragai
30
People may want their own story to be part of the bigger story
Picture by Flickr user John Ragai
31
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
32
ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation
ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
The moment of truth may not be in office hours
Picture by Flickr user Sune Askjaer
The moment of truth may not be in office hours
ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo
- Aaron Eccles Senior Social Media Manager Cancer
Picture by Flickr user Sune Askjaer
35
Adventurousness required
Picture by Flickr user Erik Charlton
36
Adventurousness required
ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[It] requires a culture of experimentation and adventure where permission to try things out (like quickly lending your name to a campaign like this) is already given from senior management
ldquoEverything hinges on an adventurous culturerdquo
- Matt Collins Charity Chap
Picture by Flickr user Erik Charlton
37
Adventurousness required The role of organisations
Text
Picture by Flickr user Chad Cooper
38
Adventurousness required The role of organisations
1) Responsive
Picture by Flickr user Chad Cooper
39
Adventurousness required The role of organisations
1) Responsive
2) Trusted
Picture by Flickr user Chad Cooper
40
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
42
Pinterest - Ami Musarsquos story - UNICEF
43
YouTube - Most Shocking Second A Day Video - Save The Children UK
Still the conventional campaign model
Message Content Activation
Brand Public
Collaborating creates a different kind of connection
Will this be as relevant to development agencies
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
48
A spirit of adventure
Picture by Flickr user Michael Fleshman
49
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
21
mentalpatient
22
mentalpatient
23
mentalpatient
24
mentalpatient
25
mentalpatient
Retail blunder
Twitter backlash
mentalpatient selfies
mentalpatient
Viral campaign
Mental health charities involved
27
mentalpatient
Potted history
- Autumn 2013 - UK supermarket ASDA stocks scary outfits for Halloween marketed as mental patient costumes
- Outrage starts surfacing on social media
- Rethink Mental Illness amp Mind are asked questions - start talking to supermarkets
- mentalpatient selfie meme is started by a member of the public mental health charities get involved and amplify message thousands get involved it trends on Twitter
- Supermarkets withdraw costumes apologise and donate
- Feeling that a lsquotipping pointrsquo may have been reached in public discourse of mental health issues
What can we learn
29
People want to be part of the story
Picture by Flickr user John Ragai
30
People may want their own story to be part of the bigger story
Picture by Flickr user John Ragai
31
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
32
ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation
ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
The moment of truth may not be in office hours
Picture by Flickr user Sune Askjaer
The moment of truth may not be in office hours
ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo
- Aaron Eccles Senior Social Media Manager Cancer
Picture by Flickr user Sune Askjaer
35
Adventurousness required
Picture by Flickr user Erik Charlton
36
Adventurousness required
ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[It] requires a culture of experimentation and adventure where permission to try things out (like quickly lending your name to a campaign like this) is already given from senior management
ldquoEverything hinges on an adventurous culturerdquo
- Matt Collins Charity Chap
Picture by Flickr user Erik Charlton
37
Adventurousness required The role of organisations
Text
Picture by Flickr user Chad Cooper
38
Adventurousness required The role of organisations
1) Responsive
Picture by Flickr user Chad Cooper
39
Adventurousness required The role of organisations
1) Responsive
2) Trusted
Picture by Flickr user Chad Cooper
40
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
42
Pinterest - Ami Musarsquos story - UNICEF
43
YouTube - Most Shocking Second A Day Video - Save The Children UK
Still the conventional campaign model
Message Content Activation
Brand Public
Collaborating creates a different kind of connection
Will this be as relevant to development agencies
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
48
A spirit of adventure
Picture by Flickr user Michael Fleshman
49
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
22
mentalpatient
23
mentalpatient
24
mentalpatient
25
mentalpatient
Retail blunder
Twitter backlash
mentalpatient selfies
mentalpatient
Viral campaign
Mental health charities involved
27
mentalpatient
Potted history
- Autumn 2013 - UK supermarket ASDA stocks scary outfits for Halloween marketed as mental patient costumes
- Outrage starts surfacing on social media
- Rethink Mental Illness amp Mind are asked questions - start talking to supermarkets
- mentalpatient selfie meme is started by a member of the public mental health charities get involved and amplify message thousands get involved it trends on Twitter
- Supermarkets withdraw costumes apologise and donate
- Feeling that a lsquotipping pointrsquo may have been reached in public discourse of mental health issues
What can we learn
29
People want to be part of the story
Picture by Flickr user John Ragai
30
People may want their own story to be part of the bigger story
Picture by Flickr user John Ragai
31
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
32
ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation
ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
The moment of truth may not be in office hours
Picture by Flickr user Sune Askjaer
The moment of truth may not be in office hours
ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo
- Aaron Eccles Senior Social Media Manager Cancer
Picture by Flickr user Sune Askjaer
35
Adventurousness required
Picture by Flickr user Erik Charlton
36
Adventurousness required
ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[It] requires a culture of experimentation and adventure where permission to try things out (like quickly lending your name to a campaign like this) is already given from senior management
ldquoEverything hinges on an adventurous culturerdquo
- Matt Collins Charity Chap
Picture by Flickr user Erik Charlton
37
Adventurousness required The role of organisations
Text
Picture by Flickr user Chad Cooper
38
Adventurousness required The role of organisations
1) Responsive
Picture by Flickr user Chad Cooper
39
Adventurousness required The role of organisations
1) Responsive
2) Trusted
Picture by Flickr user Chad Cooper
40
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
42
Pinterest - Ami Musarsquos story - UNICEF
43
YouTube - Most Shocking Second A Day Video - Save The Children UK
Still the conventional campaign model
Message Content Activation
Brand Public
Collaborating creates a different kind of connection
Will this be as relevant to development agencies
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
48
A spirit of adventure
Picture by Flickr user Michael Fleshman
49
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
23
mentalpatient
24
mentalpatient
25
mentalpatient
Retail blunder
Twitter backlash
mentalpatient selfies
mentalpatient
Viral campaign
Mental health charities involved
27
mentalpatient
Potted history
- Autumn 2013 - UK supermarket ASDA stocks scary outfits for Halloween marketed as mental patient costumes
- Outrage starts surfacing on social media
- Rethink Mental Illness amp Mind are asked questions - start talking to supermarkets
- mentalpatient selfie meme is started by a member of the public mental health charities get involved and amplify message thousands get involved it trends on Twitter
- Supermarkets withdraw costumes apologise and donate
- Feeling that a lsquotipping pointrsquo may have been reached in public discourse of mental health issues
What can we learn
29
People want to be part of the story
Picture by Flickr user John Ragai
30
People may want their own story to be part of the bigger story
Picture by Flickr user John Ragai
31
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
32
ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation
ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
The moment of truth may not be in office hours
Picture by Flickr user Sune Askjaer
The moment of truth may not be in office hours
ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo
- Aaron Eccles Senior Social Media Manager Cancer
Picture by Flickr user Sune Askjaer
35
Adventurousness required
Picture by Flickr user Erik Charlton
36
Adventurousness required
ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[It] requires a culture of experimentation and adventure where permission to try things out (like quickly lending your name to a campaign like this) is already given from senior management
ldquoEverything hinges on an adventurous culturerdquo
- Matt Collins Charity Chap
Picture by Flickr user Erik Charlton
37
Adventurousness required The role of organisations
Text
Picture by Flickr user Chad Cooper
38
Adventurousness required The role of organisations
1) Responsive
Picture by Flickr user Chad Cooper
39
Adventurousness required The role of organisations
1) Responsive
2) Trusted
Picture by Flickr user Chad Cooper
40
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
42
Pinterest - Ami Musarsquos story - UNICEF
43
YouTube - Most Shocking Second A Day Video - Save The Children UK
Still the conventional campaign model
Message Content Activation
Brand Public
Collaborating creates a different kind of connection
Will this be as relevant to development agencies
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
48
A spirit of adventure
Picture by Flickr user Michael Fleshman
49
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
24
mentalpatient
25
mentalpatient
Retail blunder
Twitter backlash
mentalpatient selfies
mentalpatient
Viral campaign
Mental health charities involved
27
mentalpatient
Potted history
- Autumn 2013 - UK supermarket ASDA stocks scary outfits for Halloween marketed as mental patient costumes
- Outrage starts surfacing on social media
- Rethink Mental Illness amp Mind are asked questions - start talking to supermarkets
- mentalpatient selfie meme is started by a member of the public mental health charities get involved and amplify message thousands get involved it trends on Twitter
- Supermarkets withdraw costumes apologise and donate
- Feeling that a lsquotipping pointrsquo may have been reached in public discourse of mental health issues
What can we learn
29
People want to be part of the story
Picture by Flickr user John Ragai
30
People may want their own story to be part of the bigger story
Picture by Flickr user John Ragai
31
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
32
ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation
ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
The moment of truth may not be in office hours
Picture by Flickr user Sune Askjaer
The moment of truth may not be in office hours
ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo
- Aaron Eccles Senior Social Media Manager Cancer
Picture by Flickr user Sune Askjaer
35
Adventurousness required
Picture by Flickr user Erik Charlton
36
Adventurousness required
ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[It] requires a culture of experimentation and adventure where permission to try things out (like quickly lending your name to a campaign like this) is already given from senior management
ldquoEverything hinges on an adventurous culturerdquo
- Matt Collins Charity Chap
Picture by Flickr user Erik Charlton
37
Adventurousness required The role of organisations
Text
Picture by Flickr user Chad Cooper
38
Adventurousness required The role of organisations
1) Responsive
Picture by Flickr user Chad Cooper
39
Adventurousness required The role of organisations
1) Responsive
2) Trusted
Picture by Flickr user Chad Cooper
40
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
42
Pinterest - Ami Musarsquos story - UNICEF
43
YouTube - Most Shocking Second A Day Video - Save The Children UK
Still the conventional campaign model
Message Content Activation
Brand Public
Collaborating creates a different kind of connection
Will this be as relevant to development agencies
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
48
A spirit of adventure
Picture by Flickr user Michael Fleshman
49
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
25
mentalpatient
Retail blunder
Twitter backlash
mentalpatient selfies
mentalpatient
Viral campaign
Mental health charities involved
27
mentalpatient
Potted history
- Autumn 2013 - UK supermarket ASDA stocks scary outfits for Halloween marketed as mental patient costumes
- Outrage starts surfacing on social media
- Rethink Mental Illness amp Mind are asked questions - start talking to supermarkets
- mentalpatient selfie meme is started by a member of the public mental health charities get involved and amplify message thousands get involved it trends on Twitter
- Supermarkets withdraw costumes apologise and donate
- Feeling that a lsquotipping pointrsquo may have been reached in public discourse of mental health issues
What can we learn
29
People want to be part of the story
Picture by Flickr user John Ragai
30
People may want their own story to be part of the bigger story
Picture by Flickr user John Ragai
31
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
32
ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation
ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
The moment of truth may not be in office hours
Picture by Flickr user Sune Askjaer
The moment of truth may not be in office hours
ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo
- Aaron Eccles Senior Social Media Manager Cancer
Picture by Flickr user Sune Askjaer
35
Adventurousness required
Picture by Flickr user Erik Charlton
36
Adventurousness required
ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[It] requires a culture of experimentation and adventure where permission to try things out (like quickly lending your name to a campaign like this) is already given from senior management
ldquoEverything hinges on an adventurous culturerdquo
- Matt Collins Charity Chap
Picture by Flickr user Erik Charlton
37
Adventurousness required The role of organisations
Text
Picture by Flickr user Chad Cooper
38
Adventurousness required The role of organisations
1) Responsive
Picture by Flickr user Chad Cooper
39
Adventurousness required The role of organisations
1) Responsive
2) Trusted
Picture by Flickr user Chad Cooper
40
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
42
Pinterest - Ami Musarsquos story - UNICEF
43
YouTube - Most Shocking Second A Day Video - Save The Children UK
Still the conventional campaign model
Message Content Activation
Brand Public
Collaborating creates a different kind of connection
Will this be as relevant to development agencies
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
48
A spirit of adventure
Picture by Flickr user Michael Fleshman
49
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
Retail blunder
Twitter backlash
mentalpatient selfies
mentalpatient
Viral campaign
Mental health charities involved
27
mentalpatient
Potted history
- Autumn 2013 - UK supermarket ASDA stocks scary outfits for Halloween marketed as mental patient costumes
- Outrage starts surfacing on social media
- Rethink Mental Illness amp Mind are asked questions - start talking to supermarkets
- mentalpatient selfie meme is started by a member of the public mental health charities get involved and amplify message thousands get involved it trends on Twitter
- Supermarkets withdraw costumes apologise and donate
- Feeling that a lsquotipping pointrsquo may have been reached in public discourse of mental health issues
What can we learn
29
People want to be part of the story
Picture by Flickr user John Ragai
30
People may want their own story to be part of the bigger story
Picture by Flickr user John Ragai
31
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
32
ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation
ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
The moment of truth may not be in office hours
Picture by Flickr user Sune Askjaer
The moment of truth may not be in office hours
ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo
- Aaron Eccles Senior Social Media Manager Cancer
Picture by Flickr user Sune Askjaer
35
Adventurousness required
Picture by Flickr user Erik Charlton
36
Adventurousness required
ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[It] requires a culture of experimentation and adventure where permission to try things out (like quickly lending your name to a campaign like this) is already given from senior management
ldquoEverything hinges on an adventurous culturerdquo
- Matt Collins Charity Chap
Picture by Flickr user Erik Charlton
37
Adventurousness required The role of organisations
Text
Picture by Flickr user Chad Cooper
38
Adventurousness required The role of organisations
1) Responsive
Picture by Flickr user Chad Cooper
39
Adventurousness required The role of organisations
1) Responsive
2) Trusted
Picture by Flickr user Chad Cooper
40
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
42
Pinterest - Ami Musarsquos story - UNICEF
43
YouTube - Most Shocking Second A Day Video - Save The Children UK
Still the conventional campaign model
Message Content Activation
Brand Public
Collaborating creates a different kind of connection
Will this be as relevant to development agencies
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
48
A spirit of adventure
Picture by Flickr user Michael Fleshman
49
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
27
mentalpatient
Potted history
- Autumn 2013 - UK supermarket ASDA stocks scary outfits for Halloween marketed as mental patient costumes
- Outrage starts surfacing on social media
- Rethink Mental Illness amp Mind are asked questions - start talking to supermarkets
- mentalpatient selfie meme is started by a member of the public mental health charities get involved and amplify message thousands get involved it trends on Twitter
- Supermarkets withdraw costumes apologise and donate
- Feeling that a lsquotipping pointrsquo may have been reached in public discourse of mental health issues
What can we learn
29
People want to be part of the story
Picture by Flickr user John Ragai
30
People may want their own story to be part of the bigger story
Picture by Flickr user John Ragai
31
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
32
ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation
ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
The moment of truth may not be in office hours
Picture by Flickr user Sune Askjaer
The moment of truth may not be in office hours
ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo
- Aaron Eccles Senior Social Media Manager Cancer
Picture by Flickr user Sune Askjaer
35
Adventurousness required
Picture by Flickr user Erik Charlton
36
Adventurousness required
ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[It] requires a culture of experimentation and adventure where permission to try things out (like quickly lending your name to a campaign like this) is already given from senior management
ldquoEverything hinges on an adventurous culturerdquo
- Matt Collins Charity Chap
Picture by Flickr user Erik Charlton
37
Adventurousness required The role of organisations
Text
Picture by Flickr user Chad Cooper
38
Adventurousness required The role of organisations
1) Responsive
Picture by Flickr user Chad Cooper
39
Adventurousness required The role of organisations
1) Responsive
2) Trusted
Picture by Flickr user Chad Cooper
40
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
42
Pinterest - Ami Musarsquos story - UNICEF
43
YouTube - Most Shocking Second A Day Video - Save The Children UK
Still the conventional campaign model
Message Content Activation
Brand Public
Collaborating creates a different kind of connection
Will this be as relevant to development agencies
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
48
A spirit of adventure
Picture by Flickr user Michael Fleshman
49
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
What can we learn
29
People want to be part of the story
Picture by Flickr user John Ragai
30
People may want their own story to be part of the bigger story
Picture by Flickr user John Ragai
31
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
32
ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation
ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
The moment of truth may not be in office hours
Picture by Flickr user Sune Askjaer
The moment of truth may not be in office hours
ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo
- Aaron Eccles Senior Social Media Manager Cancer
Picture by Flickr user Sune Askjaer
35
Adventurousness required
Picture by Flickr user Erik Charlton
36
Adventurousness required
ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[It] requires a culture of experimentation and adventure where permission to try things out (like quickly lending your name to a campaign like this) is already given from senior management
ldquoEverything hinges on an adventurous culturerdquo
- Matt Collins Charity Chap
Picture by Flickr user Erik Charlton
37
Adventurousness required The role of organisations
Text
Picture by Flickr user Chad Cooper
38
Adventurousness required The role of organisations
1) Responsive
Picture by Flickr user Chad Cooper
39
Adventurousness required The role of organisations
1) Responsive
2) Trusted
Picture by Flickr user Chad Cooper
40
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
42
Pinterest - Ami Musarsquos story - UNICEF
43
YouTube - Most Shocking Second A Day Video - Save The Children UK
Still the conventional campaign model
Message Content Activation
Brand Public
Collaborating creates a different kind of connection
Will this be as relevant to development agencies
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
48
A spirit of adventure
Picture by Flickr user Michael Fleshman
49
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
29
People want to be part of the story
Picture by Flickr user John Ragai
30
People may want their own story to be part of the bigger story
Picture by Flickr user John Ragai
31
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
32
ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation
ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
The moment of truth may not be in office hours
Picture by Flickr user Sune Askjaer
The moment of truth may not be in office hours
ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo
- Aaron Eccles Senior Social Media Manager Cancer
Picture by Flickr user Sune Askjaer
35
Adventurousness required
Picture by Flickr user Erik Charlton
36
Adventurousness required
ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[It] requires a culture of experimentation and adventure where permission to try things out (like quickly lending your name to a campaign like this) is already given from senior management
ldquoEverything hinges on an adventurous culturerdquo
- Matt Collins Charity Chap
Picture by Flickr user Erik Charlton
37
Adventurousness required The role of organisations
Text
Picture by Flickr user Chad Cooper
38
Adventurousness required The role of organisations
1) Responsive
Picture by Flickr user Chad Cooper
39
Adventurousness required The role of organisations
1) Responsive
2) Trusted
Picture by Flickr user Chad Cooper
40
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
42
Pinterest - Ami Musarsquos story - UNICEF
43
YouTube - Most Shocking Second A Day Video - Save The Children UK
Still the conventional campaign model
Message Content Activation
Brand Public
Collaborating creates a different kind of connection
Will this be as relevant to development agencies
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
48
A spirit of adventure
Picture by Flickr user Michael Fleshman
49
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
30
People may want their own story to be part of the bigger story
Picture by Flickr user John Ragai
31
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
32
ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation
ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
The moment of truth may not be in office hours
Picture by Flickr user Sune Askjaer
The moment of truth may not be in office hours
ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo
- Aaron Eccles Senior Social Media Manager Cancer
Picture by Flickr user Sune Askjaer
35
Adventurousness required
Picture by Flickr user Erik Charlton
36
Adventurousness required
ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[It] requires a culture of experimentation and adventure where permission to try things out (like quickly lending your name to a campaign like this) is already given from senior management
ldquoEverything hinges on an adventurous culturerdquo
- Matt Collins Charity Chap
Picture by Flickr user Erik Charlton
37
Adventurousness required The role of organisations
Text
Picture by Flickr user Chad Cooper
38
Adventurousness required The role of organisations
1) Responsive
Picture by Flickr user Chad Cooper
39
Adventurousness required The role of organisations
1) Responsive
2) Trusted
Picture by Flickr user Chad Cooper
40
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
42
Pinterest - Ami Musarsquos story - UNICEF
43
YouTube - Most Shocking Second A Day Video - Save The Children UK
Still the conventional campaign model
Message Content Activation
Brand Public
Collaborating creates a different kind of connection
Will this be as relevant to development agencies
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
48
A spirit of adventure
Picture by Flickr user Michael Fleshman
49
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
31
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
32
ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation
ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
The moment of truth may not be in office hours
Picture by Flickr user Sune Askjaer
The moment of truth may not be in office hours
ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo
- Aaron Eccles Senior Social Media Manager Cancer
Picture by Flickr user Sune Askjaer
35
Adventurousness required
Picture by Flickr user Erik Charlton
36
Adventurousness required
ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[It] requires a culture of experimentation and adventure where permission to try things out (like quickly lending your name to a campaign like this) is already given from senior management
ldquoEverything hinges on an adventurous culturerdquo
- Matt Collins Charity Chap
Picture by Flickr user Erik Charlton
37
Adventurousness required The role of organisations
Text
Picture by Flickr user Chad Cooper
38
Adventurousness required The role of organisations
1) Responsive
Picture by Flickr user Chad Cooper
39
Adventurousness required The role of organisations
1) Responsive
2) Trusted
Picture by Flickr user Chad Cooper
40
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
42
Pinterest - Ami Musarsquos story - UNICEF
43
YouTube - Most Shocking Second A Day Video - Save The Children UK
Still the conventional campaign model
Message Content Activation
Brand Public
Collaborating creates a different kind of connection
Will this be as relevant to development agencies
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
48
A spirit of adventure
Picture by Flickr user Michael Fleshman
49
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
32
ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation
ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
The moment of truth may not be in office hours
Picture by Flickr user Sune Askjaer
The moment of truth may not be in office hours
ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo
- Aaron Eccles Senior Social Media Manager Cancer
Picture by Flickr user Sune Askjaer
35
Adventurousness required
Picture by Flickr user Erik Charlton
36
Adventurousness required
ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[It] requires a culture of experimentation and adventure where permission to try things out (like quickly lending your name to a campaign like this) is already given from senior management
ldquoEverything hinges on an adventurous culturerdquo
- Matt Collins Charity Chap
Picture by Flickr user Erik Charlton
37
Adventurousness required The role of organisations
Text
Picture by Flickr user Chad Cooper
38
Adventurousness required The role of organisations
1) Responsive
Picture by Flickr user Chad Cooper
39
Adventurousness required The role of organisations
1) Responsive
2) Trusted
Picture by Flickr user Chad Cooper
40
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
42
Pinterest - Ami Musarsquos story - UNICEF
43
YouTube - Most Shocking Second A Day Video - Save The Children UK
Still the conventional campaign model
Message Content Activation
Brand Public
Collaborating creates a different kind of connection
Will this be as relevant to development agencies
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
48
A spirit of adventure
Picture by Flickr user Michael Fleshman
49
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
The moment of truth may not be in office hours
Picture by Flickr user Sune Askjaer
The moment of truth may not be in office hours
ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo
- Aaron Eccles Senior Social Media Manager Cancer
Picture by Flickr user Sune Askjaer
35
Adventurousness required
Picture by Flickr user Erik Charlton
36
Adventurousness required
ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[It] requires a culture of experimentation and adventure where permission to try things out (like quickly lending your name to a campaign like this) is already given from senior management
ldquoEverything hinges on an adventurous culturerdquo
- Matt Collins Charity Chap
Picture by Flickr user Erik Charlton
37
Adventurousness required The role of organisations
Text
Picture by Flickr user Chad Cooper
38
Adventurousness required The role of organisations
1) Responsive
Picture by Flickr user Chad Cooper
39
Adventurousness required The role of organisations
1) Responsive
2) Trusted
Picture by Flickr user Chad Cooper
40
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
42
Pinterest - Ami Musarsquos story - UNICEF
43
YouTube - Most Shocking Second A Day Video - Save The Children UK
Still the conventional campaign model
Message Content Activation
Brand Public
Collaborating creates a different kind of connection
Will this be as relevant to development agencies
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
48
A spirit of adventure
Picture by Flickr user Michael Fleshman
49
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
The moment of truth may not be in office hours
ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo
- Aaron Eccles Senior Social Media Manager Cancer
Picture by Flickr user Sune Askjaer
35
Adventurousness required
Picture by Flickr user Erik Charlton
36
Adventurousness required
ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[It] requires a culture of experimentation and adventure where permission to try things out (like quickly lending your name to a campaign like this) is already given from senior management
ldquoEverything hinges on an adventurous culturerdquo
- Matt Collins Charity Chap
Picture by Flickr user Erik Charlton
37
Adventurousness required The role of organisations
Text
Picture by Flickr user Chad Cooper
38
Adventurousness required The role of organisations
1) Responsive
Picture by Flickr user Chad Cooper
39
Adventurousness required The role of organisations
1) Responsive
2) Trusted
Picture by Flickr user Chad Cooper
40
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
42
Pinterest - Ami Musarsquos story - UNICEF
43
YouTube - Most Shocking Second A Day Video - Save The Children UK
Still the conventional campaign model
Message Content Activation
Brand Public
Collaborating creates a different kind of connection
Will this be as relevant to development agencies
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
48
A spirit of adventure
Picture by Flickr user Michael Fleshman
49
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
35
Adventurousness required
Picture by Flickr user Erik Charlton
36
Adventurousness required
ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[It] requires a culture of experimentation and adventure where permission to try things out (like quickly lending your name to a campaign like this) is already given from senior management
ldquoEverything hinges on an adventurous culturerdquo
- Matt Collins Charity Chap
Picture by Flickr user Erik Charlton
37
Adventurousness required The role of organisations
Text
Picture by Flickr user Chad Cooper
38
Adventurousness required The role of organisations
1) Responsive
Picture by Flickr user Chad Cooper
39
Adventurousness required The role of organisations
1) Responsive
2) Trusted
Picture by Flickr user Chad Cooper
40
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
42
Pinterest - Ami Musarsquos story - UNICEF
43
YouTube - Most Shocking Second A Day Video - Save The Children UK
Still the conventional campaign model
Message Content Activation
Brand Public
Collaborating creates a different kind of connection
Will this be as relevant to development agencies
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
48
A spirit of adventure
Picture by Flickr user Michael Fleshman
49
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
36
Adventurousness required
ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[It] requires a culture of experimentation and adventure where permission to try things out (like quickly lending your name to a campaign like this) is already given from senior management
ldquoEverything hinges on an adventurous culturerdquo
- Matt Collins Charity Chap
Picture by Flickr user Erik Charlton
37
Adventurousness required The role of organisations
Text
Picture by Flickr user Chad Cooper
38
Adventurousness required The role of organisations
1) Responsive
Picture by Flickr user Chad Cooper
39
Adventurousness required The role of organisations
1) Responsive
2) Trusted
Picture by Flickr user Chad Cooper
40
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
42
Pinterest - Ami Musarsquos story - UNICEF
43
YouTube - Most Shocking Second A Day Video - Save The Children UK
Still the conventional campaign model
Message Content Activation
Brand Public
Collaborating creates a different kind of connection
Will this be as relevant to development agencies
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
48
A spirit of adventure
Picture by Flickr user Michael Fleshman
49
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
37
Adventurousness required The role of organisations
Text
Picture by Flickr user Chad Cooper
38
Adventurousness required The role of organisations
1) Responsive
Picture by Flickr user Chad Cooper
39
Adventurousness required The role of organisations
1) Responsive
2) Trusted
Picture by Flickr user Chad Cooper
40
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
42
Pinterest - Ami Musarsquos story - UNICEF
43
YouTube - Most Shocking Second A Day Video - Save The Children UK
Still the conventional campaign model
Message Content Activation
Brand Public
Collaborating creates a different kind of connection
Will this be as relevant to development agencies
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
48
A spirit of adventure
Picture by Flickr user Michael Fleshman
49
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
38
Adventurousness required The role of organisations
1) Responsive
Picture by Flickr user Chad Cooper
39
Adventurousness required The role of organisations
1) Responsive
2) Trusted
Picture by Flickr user Chad Cooper
40
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
42
Pinterest - Ami Musarsquos story - UNICEF
43
YouTube - Most Shocking Second A Day Video - Save The Children UK
Still the conventional campaign model
Message Content Activation
Brand Public
Collaborating creates a different kind of connection
Will this be as relevant to development agencies
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
48
A spirit of adventure
Picture by Flickr user Michael Fleshman
49
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
39
Adventurousness required The role of organisations
1) Responsive
2) Trusted
Picture by Flickr user Chad Cooper
40
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
42
Pinterest - Ami Musarsquos story - UNICEF
43
YouTube - Most Shocking Second A Day Video - Save The Children UK
Still the conventional campaign model
Message Content Activation
Brand Public
Collaborating creates a different kind of connection
Will this be as relevant to development agencies
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
48
A spirit of adventure
Picture by Flickr user Michael Fleshman
49
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
40
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
42
Pinterest - Ami Musarsquos story - UNICEF
43
YouTube - Most Shocking Second A Day Video - Save The Children UK
Still the conventional campaign model
Message Content Activation
Brand Public
Collaborating creates a different kind of connection
Will this be as relevant to development agencies
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
48
A spirit of adventure
Picture by Flickr user Michael Fleshman
49
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
The real social media
42
Pinterest - Ami Musarsquos story - UNICEF
43
YouTube - Most Shocking Second A Day Video - Save The Children UK
Still the conventional campaign model
Message Content Activation
Brand Public
Collaborating creates a different kind of connection
Will this be as relevant to development agencies
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
48
A spirit of adventure
Picture by Flickr user Michael Fleshman
49
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
42
Pinterest - Ami Musarsquos story - UNICEF
43
YouTube - Most Shocking Second A Day Video - Save The Children UK
Still the conventional campaign model
Message Content Activation
Brand Public
Collaborating creates a different kind of connection
Will this be as relevant to development agencies
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
48
A spirit of adventure
Picture by Flickr user Michael Fleshman
49
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
43
YouTube - Most Shocking Second A Day Video - Save The Children UK
Still the conventional campaign model
Message Content Activation
Brand Public
Collaborating creates a different kind of connection
Will this be as relevant to development agencies
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
48
A spirit of adventure
Picture by Flickr user Michael Fleshman
49
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
Still the conventional campaign model
Message Content Activation
Brand Public
Collaborating creates a different kind of connection
Will this be as relevant to development agencies
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
48
A spirit of adventure
Picture by Flickr user Michael Fleshman
49
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
Collaborating creates a different kind of connection
Will this be as relevant to development agencies
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
48
A spirit of adventure
Picture by Flickr user Michael Fleshman
49
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
Will this be as relevant to development agencies
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
48
A spirit of adventure
Picture by Flickr user Michael Fleshman
49
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
48
A spirit of adventure
Picture by Flickr user Michael Fleshman
49
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
48
A spirit of adventure
Picture by Flickr user Michael Fleshman
49
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
49
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
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