Shaping Public Opinion
Saturday, March 14, 2009

The Boston Massacre
\"The Bloody Massacre Perpetrated in King Street Boston.” — Paul Revere
Saturday, March 14, 2009

The Boston Massacre
The Boston Massacre was the
killing of five colonists by British
soldiers on March 5, 1770.
\"The Bloody Massacre Perpetrated in King Street Boston.” — Paul Revere
Saturday, March 14, 2009

The Boston Massacre
The Boston Massacre was the
killing of five colonists by British
soldiers on March 5, 1770.
The historic engraving is long on
propaganda and short on
accuracy.
\"The Bloody Massacre Perpetrated in King Street Boston.” — Paul Revere
Saturday, March 14, 2009

The Boston Massacre
The Boston Massacre was the
killing of five colonists by British
soldiers on March 5, 1770.
The historic engraving is long on
propaganda and short on
accuracy.
“The first powerful influence in
forming an outspoken anti-
British public opinion.”
\"The Bloody Massacre Perpetrated in King Street Boston.” — Paul Revere
Saturday, March 14, 2009

The Singapore Scandal
”Please get out of my elite uncaring face.” — Wee Shu Min
Saturday, March 14, 2009

The Singapore Scandal
The daughter of parliament
member Wee Siew Kim responds
to Derek Wee’s blog.
”Please get out of my elite uncaring face.” — Wee Shu Min
Saturday, March 14, 2009

The Singapore Scandal
The daughter of parliament
member Wee Siew Kim responds
to Derek Wee’s blog.
Her response triggers criticism
and forms an anti-elitism public
opinion in Singapore.
”Please get out of my elite uncaring face.” — Wee Shu Min
Saturday, March 14, 2009

The Singapore Scandal
The daughter of parliament
member Wee Siew Kim responds
to Derek Wee’s blog.
Her response triggers criticism
and forms an anti-elitism public
opinion in Singapore.
Singapore government pays out S
$150 million to 330,000 low-
income workers.
”Please get out of my elite uncaring face.” — Wee Shu Min
Saturday, March 14, 2009

Bloggers Unite
”I really hope we can bring people together to do good.” — Antony Berkman
Saturday, March 14, 2009

Bloggers Unite
The owner of a social network
challenges his membership to
collectively blog for good.
”I really hope we can bring people together to do good.” — Antony Berkman
Saturday, March 14, 2009

Bloggers Unite
The owner of a social network
challenges his membership to
collectively blog for good.
The first challenge raises funds
for DonorsChoose, directly
benefiting 1,000 students.
”I really hope we can bring people together to do good.” — Antony Berkman
Saturday, March 14, 2009

Bloggers Unite
The owner of a social network
challenges his membership to
collectively blog for good.
The first challenge raises funds
for DonorsChoose, directly
benefiting 1,000 students.
Human rights campaign hits 1.2
million posts, drawing awareness
for Amnesty International.
”I really hope we can bring people together to do good.” — Antony Berkman
Saturday, March 14, 2009

Social Media
”What is social media?”
Saturday, March 14, 2009

Social Media
Social media describes online technologies that
people use to share content, opinions, insights,
experiences, perspectives, and media.
”What is social media?”
Saturday, March 14, 2009

Social Media
Huh?
”What is social media?”
Saturday, March 14, 2009

Social Media
Presenting
Technologies
Saturday, March 14, 2009

Social Media
Connecting Presenting
Technologies
Saturday, March 14, 2009

Social Media
Sharing Connecting Presenting
Technologies
Saturday, March 14, 2009

Social Media
Discovering Sharing Connecting Presenting
Technologies. Tens of thousands.
Saturday, March 14, 2009

Social Media
Young
People
Saturday, March 14, 2009

Social Media
Young
Young At Heart
People
Saturday, March 14, 2009

Social Media
Young By Age
Young At Heart
People. Tens of millions.
Saturday, March 14, 2009

Social Media
Hi. Hi.
Talking
Saturday, March 14, 2009

Social Media
Change Change
Talking. About things like change.
Saturday, March 14, 2009

Social Media
Change Change
Talking. Just like always.
Saturday, March 14, 2009

Social Media
Change Change
Were you listening?
Saturday, March 14, 2009

Public Opinion
AIDS AIDS
We were listening.
Saturday, March 14, 2009

Public Opinion
Listen and solicit input from
170,000 BlogCatalog members.
Bloggers Unite For World AIDS Day with AIDS.gov and NIDA.gov.
Saturday, March 14, 2009

Public Opinion
Listen and solicit input from
170,000 BlogCatalog members.
Designate an underserved social
awareness issue with primary
benefactors.
Bloggers Unite For World AIDS Day with AIDS.gov and NIDA.gov.
Saturday, March 14, 2009

Public Opinion
Listen and solicit input from
170,000 BlogCatalog members.
Designate an underserved social
awareness issue with primary
benefactors.
Develop an integrated
communication plan with dates
and timelines.
Bloggers Unite For World AIDS Day with AIDS.gov and NIDA.gov.
Saturday, March 14, 2009

Public Opinion
Solicit partner support, including
benefactors, sponsors, advocates.
Bloggers Unite For World AIDS Day with AIDS.gov and NIDA.gov.
Saturday, March 14, 2009

Public Opinion
Solicit partner support, including
benefactors, sponsors, advocates.
Participate in the event, just like
any other participant might.
Bloggers Unite For World AIDS Day with AIDS.gov and NIDA.gov.
Saturday, March 14, 2009

Public Opinion
Solicit partner support, including
benefactors, sponsors, advocates.
Participate in the event, just like
any other participant might.
Launch the initial challenge with
information and tools they use.
Bloggers Unite For World AIDS Day with AIDS.gov and NIDA.gov.
Saturday, March 14, 2009

Public Participation
“Coming together is a beginning.” — Henry Ford
Saturday, March 14, 2009

Public Participation
Bloggers and popular social
network participants are not
journalists.
“Coming together is a beginning.” — Henry Ford
Saturday, March 14, 2009

Public Participation
Bloggers and popular social
network participants are not
journalists.
Some write fact-based
commentary. Most advocate ideas
and share common interests.
“Keeping together is progress.” — Henry Ford
Saturday, March 14, 2009

Public Participation
Bloggers and popular social
network participants are not
journalists.
Some write fact-based
commentary. Most advocate ideas
and share common interests.
They prefer choices in order to
customize their stories,
messages, or ideas.
“Working together is success.” — Henry Ford
Saturday, March 14, 2009

Public Participation
Bloggers and social network
participants can be the citizen
journalists of their day.
“Where liberty is, there is my country.” — Benjamin Franklin
Saturday, March 14, 2009

Public Participation
Bloggers and social network
participants can be the citizen
journalists of their day.
They become vested advocates
who care deeply about what they
become involved in.
“Where liberty is, there is my country.” — Benjamin Franklin
Saturday, March 14, 2009

Public Participation
Bloggers and social network
participants can be the citizen
journalists of their day.
They become vested advocates
who care deeply about what they
become involved in.
They are influenced by the
media, but also influence the
media.
“Where liberty is, there is my country.” — Benjamin Franklin
Saturday, March 14, 2009

Public Outcomes
“You can really change the world if you care enough.” — Marian Edleman
Saturday, March 14, 2009

Public Outcomes
15,000 News Stories
250,000 Blog Posts
62.5 Million Readers
50,000 Campaign Mentions
6,000 AIDS.gov Mentions
1,000 NIDA.gov Mentions
“You can really change the world if you care enough.” — Marian Edleman
Saturday, March 14, 2009

Public Outcomes
Nov. 14 - Campaign Launch
Nov. 22 - Media Efforts
Dec. 1 - World AIDS Day
Benefactors engaged new
visitors, which was sustained
through the holidays.
“You can really change the world if you care enough.” — Marian Edleman
Saturday, March 14, 2009

Public Outcomes
All effective communication is designed to
change behavior or sway public opinion.
“You can really change the world if you care enough.” — Marian Edleman
Saturday, March 14, 2009

“You can really change the world if you care enough.” — Marian Edleman
Saturday, March 14, 2009