Digital round-up – May

Photo of dinosaur skull appeaing to eat someone in a museum!

Had a busy week? Here’s my round-up of good reads about charity content and digital stuff.

The tireless fight to bring press releases into modern comms continues with this post by Dan Slee: Educate your client on how alive their press release really is.

I thought this gave interesting insights into groups who are digitally excluded: The Changing Face of Digital Exclusion: It’s not your nan. The post is about skills so it doesn’t mention how the design of websites, apps and software is digitally excluding those with disabilities because developers don’t know or care about accessibility.

Citizens Advice - card sorting exercise

The Citizens Advice digital blog is always a good read. The latest post looks at internal knowledge, especially the barriers caused by poor search, volume of content and inconsistencies of language used. The post talks about how they’ve run workshops to identify common user goals. It’s a big and important topic to tackle, especially in an organisation of this size where information management is their bread and butter. What Citizens Advice needs from a digital workplace – And what your workplace might need too.

Graph showing low engagement for early school education and high for pre-school

This is a useful reminder about language and avoiding jargon. Use the language used by your audience. See also What charities can learn from MailOnline which is about ensuring your content is audience-driven and data-driven.

'Off to bed. You really need to buy some books off us. We are seriously skint'

The Big Green Bookshop in London (the one who live tweeted Harry Potter to Piers Morgan) tweeted an urgent request for help recently and were bowled over with the response. Similarly, a food bank in Glasgow sent an urgent appeal. Useful food for thought who those who don’t think it is right to fundraise on social?

See also

Content and comms:

Process and management:

Other stuff:

What have you read this week? Please do share your nuggets.

(Cover image taken at the Grant Museum of Zoology)

Content strategy / digital innovation – good reads

I have found it hard to keep up with all the great blog posts, events and resources about digital strategy tasks, transformation and charity content in recent weeks. There has been so much! Here for your viewing pleasure is my pick of the crop. Many give useful tips on research methods used as part of digital or content strategy work.

Research / digital strategy

Great post on How people look for things on Citizen Advice’s super interesting and helpful blog. They did an open card sorting exercise with 54 clients and advisors. The post shows the analysis they did and explains that they got results they weren’t expecting. This will help them to build navigation which will make sense to their users.

CitizensAdviceResearch

SIFT Digital recently did a digital transformation project with the Canal and River Trust. This case study shows some of the work they did including one of the personas they produced. Their guide to Map your experience – helping to explain customer journeys is also worth a read.

SIFTcanals

How to do a content audit in four easy steps – JustGiving. If you have ever done a content audit, you’ll know that it can be a long arduous process, especially if you have a large website or multiple sites.  This post looks at how to do a user-focussed audit.

This week I have mostly been designing a survey. It’s a long process to get right. This How to design and use free online surveys is a very thorough guide if you are just starting out. There’s also a guide on How to run a website satisfaction survey.

Other research / digital strategy reads

Digital innovation

Good content

This blog post I wrote for CharityComms on producing graphics on a budget also went live this week.

Your recommendations

Have you seen any other good reads this week? Please add them here in the comments box.

Can I help?

I help charities and non-profits with their digital comms. Whether you are looking for training for the team, copywriting or input into your content or digital strategy, please get in touch.

Should charities join in with mega-hashtags like #MontyThePenguin?

Some charities are excellent at using social media to join in with non-charity memes as these Twitter examples show. But is it right to jump on the bandwagon?

The John Lewis ad

On Thursday John Lewis released their 2014 Christmas ad. If you haven’t seen it, it features a boy and penguin. By lunchtime it had had 90,000 views on YouTube, just an hour later it was up to 300,000 and today up to 4.3m! Everyone was talking about #MontyThePenguin (he’s got his own Twitter account – @MontyThePenguin).

Charity responses

WWF who are in partnership with John Lewis responded by promoting their brilliant adopt a penguin page via this tweet which got 100 RTs and 97 favourites.

Tweet: Turns out @johnlewisretail love penguins too & support our work in Antarctica #MontyThePenguin http://po.st/LENAiF

and followed it up with this one.

Tweet: .@johnlewisretail have sold out of #MontyThePenguin. Now's your chance to support a real penguins! http://po.st/LENAiF

They also added a penguin to their homepage and paid for a series of promoted twitter ads which appear at the top of the search results for #MontyThePenguin. As the advert runs in the weeks heading up to Christmas no doubt there will be a huge serge in people adopting penguins. (See more about this in the UK Fundraising article about MontyMania.)

JustGiving joined in with a lovely picture and a plug for WWF.

Tweet: Do you love #MontyThePenguin as much as we do? Show us your heart hands for @WWF_UK and say #ICare about penguins.

Charities unrelated to penguins got involved too. Age UK used it as an opportunity to promote the Big Knit. It got 37 RTs, 14 Favourites and 37 clicks through to the website.

Tweet: Help our #MontyThePenguin find his mate this Christmas. Join the #BigKnit

And Save the Children UK used Monty to publicise their Christmas Jumper Day.

Tweet: We think #montythepenguin would look great in a #xmasjumperday knit!

Dogs Trust sent five rehoming tweets about dogs called Monty including one about Monty the Jack Russell. They each got between 36 and 67 RTs and reported that ‘weekly RTs were up 53% compared to week before and new followers were up 66% compared to previous week’.

Tweet: Just like #montythepenguin our sweet Terrier Monty from @DT_Shoreham is looking for love... and a forever home! #love

Many others used it as a chance to plug their Christmas shops or cards (such as Breakthrough Breast Cancer).

Conclusions

Joining mega-hashtag (or newsjacking) activities such as #MontyThePenguin can be a quick and harmless way of promoting something. It can help you reach new supporters and shows existing ones that you aren’t just wrapped up in your charity bubble. If it fits with your brand, it is good to do something fun. You have to act quickly though. Although people will no doubt be talking about Monty for a while, launch day and maybe 1-2 days after are the window for joining in.

However some argue that charities should stick to strategic marketing (see Charities should be leaders, not followers on social media – Third Sector article).

Personally, I think that an organisation’s content strategy should always leave room for spontaneity. If something big comes along, careful thought should be given about whether it fits and if it does, give some time to get involved. These examples all fit brilliantly with the spirit of the ad and are done really well. Hats off to them for responding so quickly and in a smart way.

What do you think?

Do you think charities should stick to their core activities and not join in with memes like these? Or do you think they give a nice boost if pitched right? Have you seen any other good responses? Or have any insights into the time it takes to respond and the impact it has?

Add a comment or tweet me your views, I’d love to hear from you.