Digital Evolution: Social Revolution - Rebecca Rae

Using digital for social good: now and next

REBECCA RAEHead of Strategy & [email protected]@reasondigital.com

www.reasondigital.com@reasondigital

Make Digital,Do Good

10 years in digital working for blue chip clients in the commercial sectorVolunteered for charities for 16 years worked for rd for 3 years Im a natural sceptic. Not going to stand here and tell you its all peachy. There are challenges, BUT they can be overcome.

...the overabundance of information is both confusing and harmful to the mind.

access to so much information will make people forgetful... they wont use their memories any more.its exhausting childrens brains... with complex information... and their being stuck indoors is ruining their fitness

its hurting conversation, reading and the patterns of family living


here are 4 quotes.

(Charities Aid Foundation, 2013)

13.5%ONLINE CHARITY DONATIONS GREW4.9%OVERALL CHARITY DONATIONS GREWWHILST


Digital isnt currently the be all and end all for donations, but its a massive growth area where traditional donation growth slows. But to charities, digital is much mush more than a numbers game.

86% of young people go online to find help with their personal problems..rather than asking family or friends


we have a responsibility to be there for our service users

Digital breaks down barriers for a wider reach

It allows smaller organisations to reach out. It gives people a reach who have never had it before.

And there are still basic things people keep getting wrong - were moving to the next phase of digital - like 3G and 4G

Paid advertisement


But the control is often in the hands of organisations such as google and Facebook who can change things as a whim. It used to be much much easier to be a small player in digital, but its becoming increasingly difficult and now paid advertisements are important.


but I hear you say, what about the ice bucket challange? or no make up selfie. They just went viral

Viral is fake!

But No! Viral is fake.


ok, ok, Im being slightly contrary. These guys can go viral, but theyre just cats they dont count. No relly, theyre not organisations. The same as the NMS - they were started by normal people.

Image headingWere Reason Digital a social enterprise that uses digital to make a difference. This is why we only work on projects that do social good.

$4 million for a 40 second advert slot


but Bex, you say. What about the cadburys gorilla? Nope. Advert.

Paid advertisement


which goes back to paid advertising getting people ahead. Brands dont often tell you how they get ahead


Luckily there is help, like the youtube channel and PPC

Other peoples channels


but there must be another way, it cant be all about ads. Yes, use other people who already have loyal followings



minds hook up with Zella and ARUK using stephen fry. is there something in this?

Use emotion


and tell stories to engage them an build a relationship - you need to capture attention straight away


And theres a lot of distraction. you even have to compete against brands


And theres a lot of distraction. you even have to compete against brands

Build communities


Too many of us use digital as a way to push messaging rather than to create communities. We forget the social in social media. brooke uses whats hoo greenpeace splits audience based on likes.

offline and online are often the same


build communities and loyal followers. Personalisation. This is the kid of thing that can lead to the next IBC


136,804.64


if an 8 yr old can do it

Digital for service delivery

service delivery online is the next big thing.

Use digital to deliver the service, not just promote the service


Websites arent just flyers.

Image headingWere Reason Digital a social enterprise that uses digital to make a difference. This is why we only work on projects that do social good.

Understand our users and be there for them in a better way


testing - prototyping - real understanding. assumption mapping

I dont want to read this




Cannibalisation is a problem in the sector In digital, in charity in tech for goodEU TECH FOR GOOD CONFERENCE

work together


I want to donate my stuff to a charity shop

we can do the technology - but where this will fall is with charities.


I want it sooner

inventive ways to provide better customer service

I want support from other service users. Out of hours.


2 million in uk addicted to alcohol & drugs - costs ohs 4bn a year. 12,000 drug & alcohol related deaths in the UK in 2014


more than a forum or a messaging service.

I don't want to think of myself as using a computer, I want to think of myself as doing my job.Don Norman in 1990

dont let digital get in the way.

Bots


bots. Graham odds. some of our problem in digital is using the latest technology for the sake of it. Everyone wants an app. No-one knows why.

chatbots are the new apps. new internet is about conversations - we want to be where people are instead of making them go somewhere else. we dont want to worry about interface.


I cant get through to someone when I call


I need the notification as it happens.


Neil Gaiman, The SandmanAnd sometimes when you fall, you fly.

it can be scary, but digital is all new. aim is to Fail fast and cheap. testing and prototypes and validating as many assumptions as we can through user research and understanding

ThanksREBECCA RAEHead of Strategy & [email protected]@reasondigital.com


Digital Evolution: Social Revolution - Rebecca Rae

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