Social Media for Social Good

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					Social Media for
Social Good Camp
A very special presentation at
the National Conference on Volunteering & Service
New Orleans, June 5, 2011




                      JD Lasica          George Weiner
                      Socialbrite.org    DoSomething.org
                      jd@socialbrite.org gweiner@dosomething.org
What we’ll cover today
Poker tournament!
Social media ecosystem overview
Core values & aligned strategy
Metrics! Actionable analytics
Cause campaigns that worked
Steps to activate your supporters
Community tools for social change
Breakout sessions with peers
Q&A, summary, hugs, tearful goodbyes
Relax!
                                                      Flickr photo “relaxation,
                                                      the maldivian way” by
                                                      notsogoodphotography




            http://socialbrite.org/nola
  (all sites in this talk have been tagged for later retrieval)
Today’s hashtag
                                    Creative Commons
                                    photo on Flickr
                                    by Prakhar




  Tweet our talk! Hashtags: #smsg #ncvs
8 color handouts. Be happy!




      http://socialbrite.org/nola
Shuffle up & deal!
Glossary for new terms

   “              Social media:
    Any online technology or practice that lets us share
     (content, opinions, insights, experiences, media)
  and have a conversation about the ideas we care about.




                                                      ”
            http://socialbrite.org/glossary
                             1. ECOSYSTEM



Types of social media
• Blogs
• Social networks
• Microblogs (Twitter)
• Online video (YouTube,
    Vimeo, Viddler)
•   Widgets
•   Photo sharing (Flickr,
    Photobucket, etc.)
•   Podcasts
•   Virtual worlds
•   Wikis
•   Social bookmarking
•   Forums
•   Presentation sharing
Dizzying growth
77% US adults are frequent social media users.*
141 million active blogs (vs. 12,000 in 2000); almost 1 million blog
posts created per day; over 346 million people globally read blogs
6 of top 10 websites in US are social sites (YouTube, Facebook,
Wikipedia, Blogger, Craigslist, Twitter)
Flickr: 35 million people, 4 billion-plus photos
Wikipedia: 10 million users have contributed
18 million articles
YouTube: 2 billion videos streamed per day
Text messages per day: 4.5 billion
(vs. 400,000 in 2000)
Whenever someone opens a computer, 60% of time it’s for social
reasons.
                                             *source: Nielsen Online, spring 2010
Facebook: The social network
         600 million members worldwide —
      73% of US Internet users are on Facebook
Revolutionizing revolutions




 Egypt: 18 days from Facebook-organized protest to Mubarak’s fall
 Facebook group One Million Voices Against FARC mobilized 10 million
 people to march against FARC in hundreds of cities in Colombia
 Different outcome in Iran & Myanamar
Twitter: Steady growth
 295% annual growth rate in U.S., 300,000 new users/day
                — and 30 billion tweets
Before you plunge in, stop!
Before we talk tools, technology or campaigns, do a
self-assessment with your team.

Why are you doing this?

What core values drive your
organization?

What change would you like
to see in the world?

Is there clarity about what your
organization is trying to achieve?

Why should people care?

Do you have an idea worth spreading?
Is your strategy aligned?
                    thehopeinstitute.us




Moving from tactics to strategy: Direct mail, events marketing
    & social media working as an integrated ecosystem
Integrate your efforts
 Be opportunistic: Take advantage of email signups on Facebook
Build community, not eyeballs

      here’s an amazing
difference between building
an audience and building a
 community. An audience
   will watch you fall on a
sword. A community will fall
     on a sword for you.


     — Chris Brogan
  Author, “Trust Agents”
Tap into the sharing community
                                       Creative Commons
                                       photo on Flickr by
                                       Jason Means




     Don’t do all the heavy lifting!
              (Remember this theme!)
       2. FUN WITH METRICS



Before you start, measure!
Google Analytics
Who loves ya, baby? See which Twitter users drive most traffic
Facebook Insights
Google Keyword tool
  https://adwords.google.com/select/KeywordToolExternal
                 3 . A D V O C A C Y C A M PA I G N S



 Types of cause campaigns
1. Raise awareness, build authority
   for your cause or enterprise
2. Sign up new members
3. Raise funds, solicit micro-loans
4. Sign online petitions
5. Spur offline action: enlist people to
   attend an event or call Congress
6. Find new volunteers or ambassadors
7. Grow a mailing/newsletter list
8. Attract new Facebook or Twitter
   followers
9. Ask people to create content for you
                     CASE STUDY



No on 8 Wedding Registry
1,700 couples raised $1 million+ for Equality California
                     CASE STUDY



 SMA: Tweet for a Cure
2,912 people have tweeted reaching 1.6 million followers




           http://gwendolynstrongfoundation.org
                     CASE STUDY



 SMA: Tweet for a Cure
2,912 people have tweeted reaching 1.6 million followers




           http://gwendolynstrongfoundation.org
             EXERCISE



SMA: Tweet for a Cure




       http://bit.ly/tweet4cure
             EXERCISE



SMA: Tweet for a Cure




       http://bit.ly/tweet4cure
             EXERCISE



SMA: Tweet for a Cure




       http://bit.ly/tweet4cure
              CASE STUDY




Paper cranes
   Facebook.com/PaperCranesForJapan
                 CASE STUDY



SaveMaryLake.com




  $300,000 raised in 2 months
                        CASE STUDY




 Grassroots mapping
Balloon aerial images of Gulf Oil Spill funded by Kickstarter




                  grassrootsmapping.org
          CASE STUDY



MJF Team Fox
      facebook.com/teamfox
             CASE STUDY



Visual storytelling campaign
       Human rights in Tunisia
             CASE STUDY



Visual storytelling campaign
       Human rights in Tunisia
              CASE STUDY



Greenpeace & Nestlé
     Boycott Nestlé pages on Facebook
            CASE STUDY



Greenpeace & Nestlé
        Nestlé Killer microsite
                      CASE STUDY



Greenpeace & Nestlé
Greenpeace bought Google AdWords for Nestle & Greenpeace
            CASE STUDY



Greenpeace & Nestlé
      Nestlé waves the white flag
                CASE STUDY



Make your cause tangible
    http://charitywater.org/projects/map/
                      3 . 1 2 S T E P S T R AT E G Y



12 steps to activate supporters
 1. First, listen and observe
 2. Set clear goals & define metrics
 3. Define a clear theme
 4. Frame it with a personal story
 5. Create lightweight media
 6. Create a simple call to action
 7. Create a conversation hub for participants
 8. Consider a mobile component
 9. Find your champions! Turn influencers into evangelists
10. Use immediacy & urgency: Headlines & deadlines
11. Generate an Attention Wave
12. Connect online with real-world events
1. Create a listening post
                                    Set up a listening post
                                    (monitoring dashboard)
                                    to track what’s being
                                    said about your
                                    organization or cause.
                                    Listen before engaging.
                                    Deputize folks to do this.
                                    Supplement with a social
                                    media dashboard.
                                    Engage before the Ask


   Deeper dive—monitoring: socialbrite.org/nola
2. Set goals, map metrics
Goals                             Metrics to measure
  Grow email list of supporters   # newsletter, RSS subscribers
  Increase comments on blog       avg. # comments/post
  Increase website visibility     increase in traffic or linkback #s
  Increase positive mentions      mentions in blogs & social
  of organization or cause        networks
  Have visitors stick around      stick rate, bounce rate
  Make our content more viral     # of shares
  Get people to take action       # of petition signatures
  Get people to attend event      # of registrants, year over year

         Deeper dive—metrics: socialbrite.org/nola
Track your success
Track the benchmarks & goals you set down:
For ongoing social media efforts:
   Web stats (Google Analytics)
   Url click-throughs (Bit.ly)
   Facebook fan growth & engagement
   Twitter followers & engagement
   Survey responses
   Comments received
For integrated social media campaigns:
   Monitor social media activity
   Optimize content, try to make it viral
   Interact with target audiences
   Use customer feedback loop for
   product research and development
3. Define a clear theme
  Boil down your cause to a strong, single sentence

              Vittana:
              Help anyone go to college

              Alter Eco:
              Support fair trade

              ActBlue:
              Elect progressive candidates

              DonorsChoose:
              Support public classrooms in need
4. Use personal storytelling
 Find emotional core, use videos or photos to make us feel




                     invisiblepeople.tv
4. Use personal storytelling
 Find emotional core, use videos or photos to make us feel




                     invisiblepeople.tv
    Showcase stories of hope




Ed Givens, 30 years on Skid Row ...   ... and today.

                     100khomes.org from Common Ground
 100,000 Homes




Donna, on the streets ...   ... on now on her apt’s coop board.
5. Create lightweight media
           Guess what? You’re a content creator!




 Room to Read: Winner of TechSoup Storytelling Challenge

         Deeper dive—media: socialbrite.org/nola
5. Create lightweight media
           Guess what? You’re a content creator!




 Room to Read: Winner of TechSoup Storytelling Challenge

         Deeper dive—media: socialbrite.org/nola
6. Create a strong call to action
   Inspire people to act with clear, motivating steps
Make the action super clear
        architectureforhumanity.org
7. Create a conversation hub
      Where will you engage with supporters?




      Your blog        Community site (WiserEarth)
      Facebook         Social hub (Change.org)
      Twitter          Contest site

   Deeper dive—community: socialbrite.org/nola
Give your content a social life
         Conversation, not marketing
Enable friction-free conversations




                Make sure your site is conversation-enabled!
                Lower the barriers to people talking about your
                cause by using third-party authentication
                services.
                Left: SpokenWord.org with multiple log-in
                options.
                Top: The new Facebook Comments on
                HowStuffWorks.com.
Use hashtags to join conversations
                  Find relevant hashtags through
                  Twitter Search or tagdef.com
                  Join (but don’t spam)
                  conversation threads
                  Start your own hashtag
                  Some hashtags to latch on to:
                  #women #health #latino
                  #education #democracy #politics
                  #Obama #news #media


                At left, widget found at:
                http://journchat.info
Let’s take a break! 3 minutes




 Creative Commons BY photo on Flickr by Tom@HK
                     EXERCISE



8. Consider a mobile component
     Mobile calling card: Text 'jdlasica' to 50500




             http://contxts.com
                   EXERCISE



It’s more than text to give
   The Cove campaign: Text 'DOLPHIN' to 44144

                          Start & grow a mobile list
                              Calls to action
                              Alerts
                              Feedback loop
                              Reaches new constituents




                                            Ric O’Barry,
                                            “The Cove”
Is your site mobile-ready?
 Low-cost server-side solutions: WPtouch Pro, et al.
Is your site mobile-ready?
 Low-cost server-side solutions: WPtouch Pro, et al.
Is your site mobile-ready?
 Low-cost server-side solutions: WPtouch Pro, et al.
Is your site mobile-ready?
 Low-cost server-side solutions: WPtouch Pro, et al.
Is your site mobile-ready?
 Low-cost server-side solutions: WPtouch Pro, et al.
9. Find your champions!

   Use your listening post to identify high-value influencers in
   your subject area. Then, influence the influencers
   Establish a rapport and only then reach out to try to convert
   them into evangelists & ambassadors for your cause
   Scope out Twitter Lists that intersect with your organization
   or social cause
   Connect with other social media influencers through their
   blogs and other networks
 Deeper dive—monitoring & community: socialbrite.org/nola
Open your blog to guest posts
Love your ambassadors
      100x100: Estrella Rosenberg & Big Love Little Hearts used
    Foursquare & social media to raise $25,000 in 24 hours to give
life-saving screenings to 12 newborns with congenital heart defects
The power of 1-1 giving




           vittana.com
          jolkona.com
             kiva.com
        donorschoose.org
10. Use urgency & immediacy
Headlines & deadlines: Play off the news & use a hard stop date
The fierce urgency of now
Be imperfect and timely,
not perfect and late.
Best targets are those who
took action within past few
hours.
Action items tied to
specific news event yields
2x response rate of non-
specific stories.
Create a hard stop date.
Best campaigns last 1 day
to 2 weeks.
11. Generate an Attention Wave
   Use social love handles to socialize your campaign
                     TOOLS



Begin with Facebook plug-ins
   http://developers.facebook.com/docs/plugins/
                     TOOLS



Begin with Facebook plug-ins
   http://developers.facebook.com/docs/plugins/
                     TOOLS



Begin with Facebook plug-ins
   http://developers.facebook.com/docs/plugins/
Your FB news feed? Bad news
    Facebook rewards conversation, punishes inactivity




               http://bit.ly/edgerank-checker
                       TOOLS




Get widget-happy!
  Create a widget on Causes.com or create your own
            TOOLS



Social sharing tools
          AddThis.com
               TOOLS



Causes now supports projects
         exchanges.causes.com
               TOOLS



Causes now supports projects
         exchanges.causes.com
               TOOLS



Causes now supports projects
         exchanges.causes.com
              TOOLS



Fundraising: Going social
          give2gether.com
Chunk out your fundraising
          give2gether
Leveraging social networks
           give2gether
Metrics on network effect
12. Meet up in the real world
  Meetups, Tweet-ups, concerts, fund-raisers to deepen ties
Eventbrite for causes
      http://blog.eventbrite.com/npo
Facebook   s live events
   Attract a swarm
Create a Foursquare flash mob to unlock coveted Swarm Badge
Then: Measure, refine, refresh
    Measure results, follow up, recalibrate, relaunch
             4. COMMUNITY TOOLS



Use your community!
                                           Flickr photo by
                                           Jason Means




 Partner with smart people. Use volunteers.
 Use free: Twitter, Flickr, YouTube, Creative Commons
 Use open source: WordPress (and its plug-ins), etc.
 The awesome power of free
Free content!                    Free resources!
   Free photos                      Socialbrite.org/sharing-center
   Free videos (eg, TED talks)      Creativecommons.org
   Free music & audio               Techsoup

Free services!                   Free expertise!
   Google Grants                    BarCamp
   YouTube for Nonprofits            PodCamp
   Google Earth for Nonprofits       WordCamp
                                    Social Media
Free software & platforms!          Club
  WordPress & its plug-ins
  Open Office, Google docs
  Drupal, Joomla
          EXERCISE



flickr.com/creativecommons
                     Creativecommons.org
                     • Rich source of free
                     commercial & noncommercial
                     images
                     • Flickr: 160 million
                     Attribution, Noncommercial,
                     No Derivatives & ShareAlike
                     licenses
                     • Use them for your blog,
                     website, email or print
                     newsletter, presentations, etc.
                     • Don’t just take. Share!
         TIME MANAGEMENT


Social media dashboards
     Hootsuite              Cotweet



     Tweetdeck              Spredfast



      Threadsy              Netvibes



         http://bit.ly/smdash
                      O P E N D ATA


The open organization
    Data visualization at the Indianapolis Museum of Art




              http://dashboard.imamuseum.org/
                   D ATA T O O L S



Map mashups with open data
  Broadband speeds at schools & colleges in Miami
                D ATA T O O L S



Online visualizations
   Americans’ opinion of GOP presidential field
                D ATA T O O L S



Online visualizations
   Americans’ opinion of GOP presidential field
          D ATA T O O L S



Online visualizations
              G E O L O C AT I O N




Darfur & Google Earth
     Crisis in Darfur: Using Google Earth
              G E O L O C AT I O N




Darfur & Google Earth
     Crisis in Darfur: Using Google Earth
                     TOOLS



Google Earth’s historical layers




      Historic Centre of Warsaw, 1945 & today
Tap into the geolocation wave
Resources & tools
      What you’ll find at socialbrite.org/nola
 Free tutorials on the best way to use
 Facebook, Twitter & blogs

 24 online fundraising sites

 Top cause organizations

 Free reports

 Free photo, music, video directories

 Collaboration tools

 Geolocation tools

 How to use mobile strategically

 Tons more. All free & shareable.
Biggest resource: Your supporters
Thank you!
             JD Lasica, founder
             Socialbrite: Social tools for social change
             email: jd@socialbrite.org
             Twitter: @jdlasica
                      @socialbrite

             George Weiner, CTO
             DoSomething.org
             email: gweiner@dosomething.org
             Twitter: @georgecaweiner
                      @dosomething

				
DOCUMENT INFO
Description: As part of Socialbrite.org's national series of Social Media Camps, JD Lasica and George Weiner gave a Social Media for Social Good Bootcamp at the National Conference on Volunteering and Service in New Orleans on June 5. Here's a PDF version of the Keynote presentation. Let us know if you'd like a link to any of the rich media in it.