Shaping Public Opinion

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Presentation shaping public opinion with social media, presented for Community Service Consultants at Regis University.

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Shaping Public Opinion

  1. 1. Shaping Public Opinion Saturday, March 14, 2009
  2. 2. The Boston Massacre quot;The Bloody Massacre Perpetrated in King Street Boston.” — Paul Revere Saturday, March 14, 2009
  3. 3. The Boston Massacre The Boston Massacre was the killing of five colonists by British soldiers on March 5, 1770. quot;The Bloody Massacre Perpetrated in King Street Boston.” — Paul Revere Saturday, March 14, 2009
  4. 4. 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. quot;The Bloody Massacre Perpetrated in King Street Boston.” — Paul Revere Saturday, March 14, 2009
  5. 5. 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.” quot;The Bloody Massacre Perpetrated in King Street Boston.” — Paul Revere Saturday, March 14, 2009
  6. 6. The Singapore Scandal ”Please get out of my elite uncaring face.” — Wee Shu Min Saturday, March 14, 2009
  7. 7. 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
  8. 8. 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
  9. 9. 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
  10. 10. Bloggers Unite ”I really hope we can bring people together to do good.” — Antony Berkman Saturday, March 14, 2009
  11. 11. 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
  12. 12. 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
  13. 13. 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
  14. 14. Social Media ”What is social media?” Saturday, March 14, 2009
  15. 15. 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
  16. 16. Social Media Huh? ”What is social media?” Saturday, March 14, 2009
  17. 17. Social Media Presenting Technologies Saturday, March 14, 2009
  18. 18. Social Media Connecting Presenting Technologies Saturday, March 14, 2009
  19. 19. Social Media Sharing Connecting Presenting Technologies Saturday, March 14, 2009
  20. 20. Social Media Discovering Sharing Connecting Presenting Technologies. Tens of thousands. Saturday, March 14, 2009
  21. 21. Social Media Young People Saturday, March 14, 2009
  22. 22. Social Media Young Young At Heart People Saturday, March 14, 2009
  23. 23. Social Media Young By Age Young At Heart People. Tens of millions. Saturday, March 14, 2009
  24. 24. Social Media Hi. Hi. Talking Saturday, March 14, 2009
  25. 25. Social Media Change Change Talking. About things like change. Saturday, March 14, 2009
  26. 26. Social Media Change Change Talking. Just like always. Saturday, March 14, 2009
  27. 27. Social Media Change Change Were you listening? Saturday, March 14, 2009
  28. 28. Public Opinion AIDS AIDS We were listening. Saturday, March 14, 2009
  29. 29. 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
  30. 30. 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
  31. 31. 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
  32. 32. 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
  33. 33. 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
  34. 34. 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
  35. 35. Public Participation “Coming together is a beginning.” — Henry Ford Saturday, March 14, 2009
  36. 36. Public Participation Bloggers and popular social network participants are not journalists. “Coming together is a beginning.” — Henry Ford Saturday, March 14, 2009
  37. 37. 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
  38. 38. 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
  39. 39. 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
  40. 40. 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
  41. 41. 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
  42. 42. Public Outcomes “You can really change the world if you care enough.” — Marian Edleman Saturday, March 14, 2009
  43. 43. 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
  44. 44. 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
  45. 45. 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
  46. 46. “You can really change the world if you care enough.” — Marian Edleman Saturday, March 14, 2009

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