Social Media
for
Special Causes
Podcamp Toronto, February 2009
John.Sheridan@SocialMedia404.com

Hello! My Name Is….

Never doubt that a small group of thoughtful,
committed citizens can change the world.
Indeed, it's the only thing that ever has.
-- Margaret Mead (1901-1978)
US Anthropologist, Author
flickr.com/photos/tonypeters

Special Causes
Why should you (or your constituents) care?
How it’s being used
Key Resources
How to get started

Internet Reach
June 30, 2008
internetworldstats.com

It’s not about tools
Implementation still growing
(e.g: widgets,
measuring, ..)
another dimension -
“use” strategies
(e.g: cross-posting,
status donation, …
flickr.com/photos/briansolis

it’s about
interaction.
flickr.com/photos/polandeze

Word of Mouth
I trust “a person like me”.
SlideShare.net/davefleet/edelman-trust-barometer-2008

Community

All content must now be
created and packaged
in small pieces for easy
mixing, sharing, consuming.
flickr.com/photos/markhillary

flickr.com/photos/dantaylor

Why Social Media?
flickr.com/photos/shawnzlea

Why?
Fundraising
Advocacy
Awareness
Inspiring action
Influencing change

Your Way?
flickr.com/photos/seattlemunicipalarchives flickr.com/photos/pkeleher

flickr.com/photos/art_es_anna

The Wired Audience
United States Population: 303,824,646
Internet Usage: 220,141,969
Penetration rate: 72.5%
Growth from 2000-2008: 130.9%

Obama’s Connects
Obama: Friends: 833,161
Obama: 2,379,102 supporters
McCain: Friends: 217,811
McCain: 620,359 supporters
Obama + 380%
Obama + 380%
Videos Subscribers Uploads/Day Viewers
Obama 1,792 114,559 4 18,413,110
McCain 329 28,419 2 2,032,993
+ 905%
+403%
Obama: @barackobama has 112,474 followers
McCain: @JohnMcCain (is it real?) 4,603 followers
Obama + 240 times
web-strategist.com/blog/

ObamaNet
• 3 million online donors
• 6.5 million online donations adding up to more than $500 million.
• Of the 6.5 million donations, 6 million were in amounts of $100 or less.
• Upwards of 13 million addresses were captured
• More than 1 billion e-mails sent during the campaign
• Approximately 1 million mobile phone numbers collected
• 2 million profiles created on the My.BarackObama.com social network
• 5 million supporters on other social networking and multimedia sharing sites.
voices.washingtonpost.com/the-trail/2008/11/20/obama_raised_half_a_billion_on.html

Micro-Giving

Spreading The Word

Multiple MicroDonation Points
5¢
~3%
free

Painless Auctions

Your New Volunteer Army
mizfitonline.com

Painless Promotion

Show Support - Awareness

Inspire Action

Make Change

Pay Attention
Information now travels...
… at the speed of Twitter.

Girls Night Out

A Little Means A Lot

2009

First: Required Reading
squidoo.com/org20

And Go Here
nten.org WeAreMedia.org
beth.typepad.com

Your Strategies
Use the momentum to your advantage
Ease into it; start doing it
Think about (micro) replication
Think about new interactions
Think person first, institution second

OASIS
Social Media 404’s OASIS: Obtaining ROI
Objectives – determine what you want to achieve first.
Audience – profile your audience.
Strategy – pick a path that fits.
Implementation – select the technologies.
Sustainment – nurture. measure. adjust.
flickr.com/photos/batega

Start Listening
How To Measure: Listening
my blog, forum, other blog(s), forum(s),
external presence external presence(s)
Aggregation,
Interpretation,
Adjustment
“attention, “authority,
participation” influence”*
*beingpeterkim.com/2008/09/a-framework-for.html

and finally…
flickr.com/photos/Jsome1

5 Things You Can Do
1. Download this presentation
 SlideShare.net/JohnSheridan
2. Buy Groundswell ISBN 9781422125007
3. Start listening.
4. Remember OASIS
5. Think small => an event? A pilot? Act.

there remains
much
to
discuss…
flickr.com/photos/ -bast-

Conversation
SocialMedia404.com @JohnSheridan
txt: jsheridan to 82442