Howard from Halifax advert

There’s been a lot of buzz and discussion about Johnston Press’ decision to make users pay £5 for three months access to a group of titles. If it works, everyone will do it. So, ignoring the ’should they, shouldn’t they’ debate I’ve taken a look at what I’d be beavering away doing if I was charging people to access a news website and inspired by Howard from those old Halifax adverts, I’d be giving extra:

Give me a log-in

Basic stuff, give me a username and password and then when I log-in, track what I like. Start to personalise my experience, let me pick what I want to see when I log straight in. I want the sports feed, I don’t like politics. I want to see the photo of the day. If you’re sticking stuff behind a paywall, make use of the opportunity that brings for giving me the news that I want to see when I log-in. Don’t make me click around like a mad man trying to find it.

Send me a weekly digest

I might forget I’ve paid for your service, I did it, it didn’t cost a lot and I’ve forgotten. Send me a weekly, or if it’s a big title a daily digest, of the best content and then I’ll be clicking through, using my log-in and feeling sorry for the poor bastard who hasn’t bought his subscription. Then he’ll buy one so he’s not a step behind me anymore.

Give me premium content

Let me press an exclusive red button and get ‘extra’. Let me supersize my news coverage, let me get stuck right into the detail of a general election, let me see the extra blog, the extra map, the extra content. Don’t let the freeloader see it.

Auto renewal

Once I’m signed up, make it a direct debit. Remember my card details and I won’t even remember it’s coming out of my account every month, week, quarter or whatever. It’s just another one in the list of ‘essential services’ alongside my broadband, mobile, car insurance etc.

Upsell me

I’m paying already, but what else might I want? Learn what I like and then work with the advertisers/PRs/marketing gurus to give me stuff I want. I’m always reading about travel, maybe I like travelling? Offer me a holiday, a competition, travel stuff. I might just bite. Upsell the service itself, add bolt-ons and upgrades. There’s my bog standard access fee and then there’s archive access, there’s live streaming access, take the McDonalds approach – ‘Sir, would you like fries with that?’ instead it should be ‘Sir, would you like archive access with that? For just 50p extra a month it’s all yours’. Remember many 50ps make a bigger amount.

Ask my opinion

I might be commenting on posts, I might not, but if I’m paying for it then there’s a good chance I will care about it. Send me surveys, if you’re making changes ask me in advance. Get me involved, ask for my ideas – and you’ll be surprised what I will come up with.

Show me where the money goes

Charities do this well, they show me that if I pay money, they will build a well in Africa and stop people dying. So, what does my £5 do? Am I helping to shore up local democracy? Am I making sure that the council bigwigs aren’t screwing me out of council tax? Tell me stories of what you’ve done and keep reminding me why this £5 is the best £5 I’ve ever spent. I didn’t buy a foot long Subway, I bought a foot long of local news, information and always being in the know.

There’s loads more that could be done, but in true paywall fashion – you’ll have to pay me to find out more. The days of ‘giving it away for free’ are numbered online.

At the Talk About Local Unconference there was a lot of talk about creating a network of hyperlocal blogs. Talk About Local are doing a superb job of getting people started in blogging for their local community – but what about those people already underway or who have bigger aspirations?

I have learned through working on Blog Preston since January 2009 that there is a real thirst for community content about the place where you live. The local media is fixated on scandal, car crashes and the like and misses the community content. There is a real space and it needs to be filled.

The Talk About Local Unconference has convinced me that Blog Local can work. Our idea is to create a network of local blogs, some of them will be created under the ‘Blog [insert location]‘ brand and we will support these centrally with technical help and guidance on creating good and interesting community content. Others will be established blogs that are already happy with their technical stuff and their content, but would like to opt in to a wider network of local blogs.

We would use the powerful Wordpress Multi-user platform to create this network, and be able to create powerful plug-ins for local blogs that deliver relevant local information. One thing we’ve learned from the failure of local media groups at trying to fit standard templates is that it doesn’t work, Blackpool is different to Preston, Preston is different to Harrogate and Harrogate is different to Southampton. Each of them has a different audience the the website for the ‘Blog [insert location]‘ site needs to reflect that and it also needs to take into account the skills of the person updating it. If they are better with a camera than they are with words, it needs to be more of a photojournalism blog. If they can’t take a good picture to save their life, it’s more of a wordy affair but with a design that compensates for this and keeps it interesting.

One of the struggles for anyone running a local blog is content. Not everyone who starts or wants to start up a community blog is a recent journalism graduate or unemployed graduate. They don’t have the legal training, they don’t know how to knock out 250 words into 10 minutes and they don’t often know where to look for stories. Often local blogs wither and die after a few months when they think there’s nothing left to write about. Wrong. There is always information, events, opinion, gossip, news, photos, in your local area – you just need to build a network and tap into it. Blog Local will support its network to do this and to keep producing good content.

Add to this that Blog Local is not-for-profit, so the content is driven by the community and not by shareholders and it creates an interesting concept. Taking the new technology and tools available to create a mix-mash of community blogs across the UK, producing local content and information.

Is there a business model in this? I’m not 100 per cent sure yet but I do know that over the next few months we’re going to be working with some very exciting new people to help create a network of local and community blogs that can help lift the lid on their local communities.

Image credit to Aishihik

Borrowed a copy of ‘Getting Real‘ by 37 Signals from Les Cochrane recently. It’s billed as the smarter, faster, easier way to build a successful web application but there are lots of lessons that can be applied to business and life in general.

The main one that they focus on is to just get on and do it. Too many times people come up with ideas and then don’t follow through, if you’re a person that delivers you’re going to succeed. This doesn’t just apply to web apps, it’s everything – if you say you’re going to do something, you damn well need to do it.

The book covers:

• how to start out and attract funding
• how to stay lean and avoid the corporate bloat
• how to prioritise and what’s really important when working on a project
• how to select what should be part of your service/application/product
• how the processes should run within your organisation
• how the organisation should be in its outlook
• how you should recruit and select staff, and what people you need
• how to design
• how to code successfully
• how to write the best words that help sell your service/product/app
• how to price and how to increase the amount of people signing up and getting involved
• how to promote your service/product/app in a web 2.0 world
• how to support people once they have your service/product/app
• how to keep the buzz going after you’ve launched

One of the key things that 37 Signals point out is that you should always hire good writers. I think this is vital in any organisation, because people who can write and speak properly will be able to communicate better – not just with customers but also internally with co-workers. A well-worded email with clear instructions is priceless, a quick conference call and good notes from it can make all the difference. Plus, when you do have people with good writing skills communicating with customers it will show. I’m convinced that sloppy grammar can sometimes lose you a sale.

The 37 Signals book is definitely worth a read, even if you’re not in the web app business, as the lessons they impart can be applied to plenty of other circumstances. The way 37 Signals run their business and their ethos, well bits of it, are what I would like to apply to Blog Local as we start out into the business world.

Image credit to Move The Cloud’s

Me presenting at Preston Tweetup

The first Preston Tweetup that I organised in March 2009 was filmed and now the edited video has appeared online. It shows how twitter users in Preston got together to discuss how the web could be used for the Preston Guild in 2012.

The Preston Guild is a big celebration that happens every 20 years in Preston, Lancashire, UK to celebrate the city, its organisations and its professions. Everyone gets involved, but the last time the Guild was celebrate – 1992 – the world was a very different place and the Internet was not as widespread as it is now.

The tweetup was hosted by myself, through Blog Preston, and had support from Stage 9 Marketing, a local marketing agency, and They Eat Culture, Preston’s arts organisation. The venue we used was the New Continental, in Preston, which has free wi-fi and great drinks.

The videos are in sequence as the night was in four parts, the introduction (from me!), the break-off groups coming up with ideas, the feeding back from each group and finally the summing up. It’s a great chance to see what happened at the Tweetup and if you’re planning to go to one, wherever it is in the world, it gives an insight into what it’s like.

Watch part one – the introduction to Preston Tweetup

Preston Tweetup in action

I thought I’d take the question above as a starting point. A Tweetup is a new concept and it’s something that is really starting to catch-on in some places.

I organised and hosted Preston’s first Tweetup just over a week ago and it was a roaring success. We had nearly 40 people in the room, many of them with wireless enabled laptops and mobiles, all contributing to a discussion on one topic.

The idea for a Tweetup is that instead of having a networking event or discussion where the conversation is completely physical you also have a virtual conversation going on. Bear with me, it does make sense. The structure of the event is an opening preamble and then a topic is discussed by the people in the room – often splitting off into separate groups. This makes it easier to manage.

For example, at the Preston Tweetup we were discussing the Preston Guild in 2012 and how the web can be used in it.

The discussions were flowing around the tables but also on twitter, take a look at the #prestontweetup hashtag feed and you can see all the good stuff that was coming out of people chatting about the topic. Yes, some of it went off on tangents – but that happens with any discussions.

The best thing about the Tweetup was that as an organiser I was getting instant feedback. If there was a problem with something I could pick up on it straight away by watching the tweets. I could also easily collect information after the event and condense it.

This backchannel conversation was incredibly useful and exciting. It also allowed some great interaction between the groups, so that people might take a question asked by one group and explore it and the then fling some more questions back out into the twitter stream for other groups to consider. There was a fantastic collaborative environment at the event.

So, I would really suggest giving a Tweetup a try. You don’t need 40 people there, maybe just 5, but get going with it and see what happens. And if you’re in the education or conference/networking sectors, you need to be on this. Doing it. Making it happen.

Online fundraising is becoming more and more popular, replacing old style fundraising, but can Twitter play a part?

Attended the second Not For Profit Tweetup (#NFPTweetup) last night at Christian Aid’s head office in Waterloo. It was excellent, although the lack of free wi-fi access was disappointing (it being a tweetup and all).

The night started with Rachel Beer chairing a presentation where slides were presented about what Twitter meant to some of the people in attendance from the third sector and also some of those who weren’t in the audience but who had contributed virtually.

The general theme was that Twitter was a very useful tool, a conversation tool and a way to ‘humanise’ the organisation and not just hide behind a corporate shield.

We then broke off into groups and my group was charged with the title of ‘How can twitter be used for fundraising?’.

Here’s our key findings and ideas, and the below is some of the discussion that took place:

- Use Twitter to tell stories and then link off to a chance to donate
- ‘Friendraising’ and asking for favours on Twitter is often more powerful than asking for money or ask for content for existing media (photos, videos, guest blog posts, expert comment, ideas etc)
- Feature your community fundraisers and their efforts via your Twitter feed (this can act as a reward for those who go the extra mile), but only feature the more unusual or large-scale efforts rather than every Tom, Dick and Harriet
- Teach community fundraisers about how to use Twitter and other social media tools, as well as sites such as Justgiving and Bmycharity, to increase their donations and online awareness of fundraising effort
- Don’t abuse your Twitter following by always asking for donations
- Measurement will be needed to prove ROT (Return on Tweeting) in relation to fundraising efforts
- Setup up specific Twitter accounts for certain appeals and use these to promote the appeal, rather than featuring them all on your charity’s main Twitter account
- Twitter itself needs to fundraise to ensure long-term survival

Our first question to everyone around the table was ‘Have you used twitter for fundraising?’ and the answer was a resounding, ‘Not yet, but we’d quite like to know how and whether anyone else is doing it.’

One person in the group then contributed that they felt it would be a good way of raising small amounts of money for a specific cause, but this was countered by another group member who felt that the success of Twestival showed that large amounts could be gathered via Twitter and events organised around it.

We then discussed why it was that big charities and big appeals didn’t seem to be using Twitter as a fundraising tool but that individuals and smaller charities were. Everyone felt this was because it was easier for an individual and smaller organisations to adapt and use a tool such as Twitter where as larger organisations felt there were too many hoops and risks with using it.

We had Alex from Dogs Trust in our group and she contributed about how the charity had been using Twitter heaving. They now had around 2,200 followers and that they hadn’t actively fundraised for their appeals through Twitter but that they had promoted some of the fundraising activities of their supporters via their Twitter feed.

This led to a discussion about who you should follow and Alex commented that they were selective about who they followed and followed back. They don’t auto-follow back, preferring to weed out the spammers themselves. It was felt that asking for money via Twitter wouldn’t be right yet as they were still building their community but they had successfully used Twitter to ask for non-financial related activities – re-homing a dog, voluntary acts and time from supporters.

This led to a discussion about whether Twitter was a fundraising tool or whether it was ‘friendraising’. A tool to raise awareness of what you do and connect with supporters and then push them off somewhere else to donate, rather than potentially contaminate your Twitter following by asking them for donations to an appeal.

Many also felt it would be worthwhile if Twitter was to be used for fundraising that a profile on Twitter be setup for specific appeals e.g. twitter.com/savethewhiterhinoappeal and then people would know what to expect from this Twitter feed and it helped make people’s expectations clear. The issue of brand protection was also raised, charities even if they aren’t planning to use Twitter for an appeal should register the Twitter URL for their appeal just in case someone else does and pretends to be them!

Fundraising guru Howard Lake was also in our group and he added some insight into how Twestival had raised money for charity:water and the charity hadn’t actually asked to be involved – they were selected.

We were lucky enough to have Ben from Bmycharity in our group and the discussion led us on to how sites such as Bmycharity and Justgiving were experiencing surges in traffic (albeit from a small base to start with) from Twitter to their fundraising profile pages. He also commented that they were very interested in Twitter and its growing popularity and were looking at ways of incorporating more Twitter related activity and feeds into their profile pages.

We then discussed that perhaps Twitter was more of a tool for community fundraisers than for charities themselves, but charities could play a part by promoting the most interesting fundraising events/profiles through twitter to generate traffic and donations on profile pages. An interesting point was raised that charities had to be careful not to over-promote their fundraisers and this was the online equivalent of someone shaking a tin in your face and asking for 50p every 2 minutes.

Ben from Bmycharity chipped in at this point with a great example of how they had used Twitter to promote the more ‘unusual’ of their fundraisers. He spoke about how a woman was going from Lands End to John O’Groats in a powered wheelchair, but as a twist was offering the chance for two able-bodied people to join her on her trip. They found that by using Twitter to promote this the traffic to the profile page increased and potentially the donations increased.

This led to a debate about how the impact of Twitter on fundraisers could be measured. Someone needs to come up with a measurement for ‘Return on Tweet (ROT)’. It would be handy if there was a bit of code added to links put into a Tweet that tracked if a user went through to a specific page and then carried on to donate to the appeal/fundraising effort. This could then help charities say ‘we tweeted 20 times about this appeal and 46 people clicked through and 27 people donated a total of £256.70′.

We then discussed how charities need to do more to educate their community fundraisers about how to use online tools such as Twitter, Facebook, Justgiving, Bmycharity and others to maximise their fundraising efforts. This could be through running drop-in sessions (real or virtual) for community fundraisers and creating an online resource in a community fundraiser community site or on the charities own website (something like the Get Involve section) to teach people about the tools.

Finally, we discussed Twitter’s growing popularity and usage levels. Everyone was very excited about the potential for it and the growing uptake but there were notes of caution about whether it could survive long-term on just venture capital alone. Twitter needs to fundraise to ensure that it survives and this could be done through advertising (adverts that respond to what you’re tweeting about down the side of the twitter feed) or levying a charge at premium users.

There were more ideas and discussions than this but hopefully this is a useful snapshot of what our group discussed and I’d like to thank all those who took part it was great to hear everyone’s comments and find out what their charities were up to online.

I’d be interested to know what you think, can Twitter be used for fundraising? Is it mainstream enough to be counted as a viable marketing tool?

pad ready for amsu web ideas

In December I volunteered myself for the Association of Managers in Students’ Unions (AMSU) web development team – with a healthy shove in the right direction from Jaki Booth (trustee of AMSU). It’s a voluntary position and there’s three of us altogether who will be meeting to help AMSU develop its web presences and putting our plans into action. It’s a voluntary position.

I travelled down to Birmingham on Thursday 29th January not really sure what to expect. I knew there was a rough agenda ahead of us (discuss how crap AMSU’s old website had been, what was happening with the NUS Extranet and AMSU and potentially discuss some new ideas). Arrived at Birmingham City University Students’ Union to join in the #bcutweetup and then my fellow volunteers arrived on the AMSU web development team.

The first is Andy Parsons, chief executive at Loughborough Students’ Union, and the other is John Wordsworth, representation and democracy manager at Exeter Guild. So north, south and centre were combining to see if our collected minds could figure out the best way for AMSU to progress on the web.

The laptops were flipped open, the wireless eventually connected (I was borrowing Jaki’s laptop) and Andy fired up his ace MindMap sofware (John and I massively impressed by this, no wonder Loughboroguh is consistently rated as one of the top Union’s in the UK!).

We started out by describing what we thought AMSU itself should be – a place for all staff in Students’ Unions, not just general managers/chief executives – to find resources and the opportunity to explore new ideas and share best practice.

We discussed what we were up to at our respective unions with respect to the web, and it was amazing all the stuff that’s going on (from John handcoding an elections voting system at Exeter, to me starting work on an elections interactive facebook application and Andy enjoying the benefits of Warwick Union’s MSL system).

andy parsons fires up the mindmap

Down to the nitty gritty and it was decided that we needed to go open source with a lot of AMSU stuff. There are some AMSU gems that we needed to keep from the old web presences, such as the resource library, jobs sections and agenda magazine. But we needed to expand the content around these – for example getting the resource library tagged up to allow easy searching, moving agenda magazine to more of a blog format and making the jobs section easily searchable.

The topic of digital literacy came up again, and we discussed how AMSU could have a role to play in helping Students’ Unions to understand how web 2.0 tools can be used to improve the organisation and how it operates.

We came away buzzing with loads of great ideas to really push AMSU forward and allow it to re-connect with a lot of its members. We’ll be working up our ideas ready for an online meeting (we’re going to try meeting via Skype) in February and then a further meeting in March to investigate the MSL system that now powers the content management system of the new AMSU site.

It was a great experience to bounce ideas around with John and Andy and I’m looking forward to working on the project over the coming months.

Had this sent through from someone I attended the Common Purpose Frontrunner programme with today, she works for the excellent UnLtd:

“ONE WEEK TO GO…!

The Big Challenge competition is closing to applications on January 12th 2009!!

The Big Challenge competition is only open for one more week to any 16-25 year old who has a big idea for a project or campaign that helps other young people lead more positive and healthy lives. There is £60 000 to be won for a number of inspiring project ideas that will make a real difference to young people’s lives. Winners will have their project costs paid for along with support and mentoring to carry out their ideas.

Applications must focus on one of these 4 areas:

· Drugs, sex and alcohol

· Sustainable living

· Gang culture

· Healthy living

Visit – www.bigchallenge.org.uk where you can apply, find out about volunteer opportunities, vote for your favourite project idea (between Feb 2nd and 9th) and read the applications that have been submitted so far!

Your Life, Your Decision, Your Challenge.

What are you waiting for?”

So if you’re between 16 and 25, reading this, have an idea in one of those four areas. What are you waiting for? Go pitch!

Really liking the ‘Best of 2008′ that Last FM have just released. It feels like a magazine when you click onto it, apart from instead of someone, somewhere, deciding what is the best single of the year – it’s the listeners.

I like the layout. I like the idea. And it’s interesting that Last FM is creating editorial content through its users. There’s a biog for each act, almost verging on comment in places, and then there’s some multimedia content with videos of the acts. And to be able to listen to the ‘Best of 2008′ radio – excellent.

What could the third sector learn from this? Creating a presence for the ‘end of year’ is a desirable thing. List your achievements, show off what you’ve done and after all everyone loves an end of year list.

Image from flickr: Felice de Sena Micheli

‘Are Students’ Union recession proof?’ that was muttered by our chief executive during a meeting the other day. He’s not the only one wondering. We’ve kicked off a discussion over on The Charity Place about how Students’ Union’s can respond to the challenges that are potentially ahead. So here’s my key points about how Union’s can respond to the threat of a recession, some are specific to UCLan but some could go for the sector as a whole.

1. Make sure no one can question our legitimacy. This means showing what we do, how we do it and why we’re important. This makes it harder for people to take things away if we are shown to be doing an excellent job. Also, as Union’s officially become charities it’ll be important to consider our impacts as an organisation and be able to measure them. The days of just giving money to said club and society and saying ‘that’s involvement’ is going to be harder to justify, or running said campaign because someone sitting in an office thinks ‘it’d look good wouldn’t it?’ are dead.

2. Get smart with technology. We’re looking at investing in technologies which will allow us to use students data to increase loyalty to student services, get smarter with how we communicate with students and ensure that destination events are promoted effectively. Poster/flyer blindness is rife and especially for us being a city campus we’ve got to compete for every single penny to ensure we are still the ‘gatekeepers’ of the student market and student pound.

3. Customer service. Ensure that commercial outlets are 100% switched on and ready to please every single customer who comes through the door. Students are going to be thinking twice about spending, and we need to make sure that when they do spend that tenner they are very happy with what they’ve got – not just the product but everything that comes with it.

4. Don’t rush into things. Just because there is a recession looming (or already here) doesn’t mean we should just retreat into the trenches. There are umpteen opportunities for Students’ Union’s to partner up with loads of different organisations and work with them to deliver services, create a market, deliver information and much more. This is especially relevant if there is going to be a big government splurge in spending, as some of that might be up for grabs for new projects or promotions.

5. Innovate. Be a leader, take the odd risk or two but make sure you’ve backed it up with resources. Not easy in a recession, but if you spot an opportunity to expand then make sure you’ve got the support behind it and do it properly.

6. Engage the membership. They after all are in charge, go out to the membership and ask them how they think things can be improved, get them onboard, get them working with you, for you, feeding back to you and most of all being loyal to you.

7. Develop niches. Ensure that while you’re appealing to the 18-22 student pound market that you’re developing niche products/services/communications that satisfy a particular demographic of the student body. We know that the demographics of students are changing to include international, mature, part-time, commuting and a whole host of other ‘groups’ – identify them and develop strands to appeal to them and bring them into the mix.

What do you think? Are Students’ Union’s actually recession proof? Or is that bullshit? Will some go out of business? How can they survive?