Your SlideShare is downloading. ×
Social Media: Fueling Modern Movements in the Digital Age
Social Media: Fueling Modern Movements in the Digital Age
Social Media: Fueling Modern Movements in the Digital Age
Social Media: Fueling Modern Movements in the Digital Age
Social Media: Fueling Modern Movements in the Digital Age
Social Media: Fueling Modern Movements in the Digital Age
Social Media: Fueling Modern Movements in the Digital Age
Social Media: Fueling Modern Movements in the Digital Age
Social Media: Fueling Modern Movements in the Digital Age
Social Media: Fueling Modern Movements in the Digital Age
Social Media: Fueling Modern Movements in the Digital Age
Social Media: Fueling Modern Movements in the Digital Age
Social Media: Fueling Modern Movements in the Digital Age
Social Media: Fueling Modern Movements in the Digital Age
Social Media: Fueling Modern Movements in the Digital Age
Social Media: Fueling Modern Movements in the Digital Age
Social Media: Fueling Modern Movements in the Digital Age
Social Media: Fueling Modern Movements in the Digital Age
Social Media: Fueling Modern Movements in the Digital Age
Social Media: Fueling Modern Movements in the Digital Age
Social Media: Fueling Modern Movements in the Digital Age
Social Media: Fueling Modern Movements in the Digital Age
Social Media: Fueling Modern Movements in the Digital Age
Social Media: Fueling Modern Movements in the Digital Age
Social Media: Fueling Modern Movements in the Digital Age
Social Media: Fueling Modern Movements in the Digital Age
Social Media: Fueling Modern Movements in the Digital Age
Social Media: Fueling Modern Movements in the Digital Age
Social Media: Fueling Modern Movements in the Digital Age
Social Media: Fueling Modern Movements in the Digital Age
Social Media: Fueling Modern Movements in the Digital Age
Social Media: Fueling Modern Movements in the Digital Age
Social Media: Fueling Modern Movements in the Digital Age
Social Media: Fueling Modern Movements in the Digital Age
Social Media: Fueling Modern Movements in the Digital Age
Social Media: Fueling Modern Movements in the Digital Age
Social Media: Fueling Modern Movements in the Digital Age
Social Media: Fueling Modern Movements in the Digital Age
Social Media: Fueling Modern Movements in the Digital Age
Social Media: Fueling Modern Movements in the Digital Age
Social Media: Fueling Modern Movements in the Digital Age
Social Media: Fueling Modern Movements in the Digital Age
Social Media: Fueling Modern Movements in the Digital Age
Social Media: Fueling Modern Movements in the Digital Age
Social Media: Fueling Modern Movements in the Digital Age
Social Media: Fueling Modern Movements in the Digital Age
Social Media: Fueling Modern Movements in the Digital Age
Social Media: Fueling Modern Movements in the Digital Age
Social Media: Fueling Modern Movements in the Digital Age
Social Media: Fueling Modern Movements in the Digital Age
Social Media: Fueling Modern Movements in the Digital Age
Social Media: Fueling Modern Movements in the Digital Age
Social Media: Fueling Modern Movements in the Digital Age
Social Media: Fueling Modern Movements in the Digital Age
Social Media: Fueling Modern Movements in the Digital Age
Social Media: Fueling Modern Movements in the Digital Age
Social Media: Fueling Modern Movements in the Digital Age
Social Media: Fueling Modern Movements in the Digital Age
Social Media: Fueling Modern Movements in the Digital Age
Social Media: Fueling Modern Movements in the Digital Age
Social Media: Fueling Modern Movements in the Digital Age
Social Media: Fueling Modern Movements in the Digital Age
Social Media: Fueling Modern Movements in the Digital Age
Social Media: Fueling Modern Movements in the Digital Age
Social Media: Fueling Modern Movements in the Digital Age
Social Media: Fueling Modern Movements in the Digital Age
Social Media: Fueling Modern Movements in the Digital Age
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Social Media: Fueling Modern Movements in the Digital Age

131

Published on

The powerful connection of online and offline engagement is fueling movements throughout the world. Learn how social media can empower your cause.

The powerful connection of online and offline engagement is fueling movements throughout the world. Learn how social media can empower your cause.

Published in: Business
1 Comment
1 Like
Statistics
Notes
No Downloads
Views
Total Views
131
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
0
Comments
1
Likes
1
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. @thePaersonFdn  www.ThePaersonFounda3on.org  
  • 2. Social Media: Fueling Modern Movements in the Digital Age #read2012  
  • 3. Introduc3ons  Melissa  Thompson  –  Communica2ons  Manager,  CAP  @melissathomps      A  writer  since  she  could  punch  the  orange  keys  on  her  Lile  Tikes  typewriter,  Melissa  Thompson  has  always  been  a  fan  of  communica3ng.  She’s  an  even  bigger  advocate  of  helping  others  discover  the  power  of  emerging  digital  media  (you  know,  the  tools  that  are  helping  us  connect,  collaborate  and  “share  good”  faster  and  farther  than  ever.)        Through  her  work  with  The  Paerson  Founda3on,  Melissa  has  advised  voluntary  health  organiza3ons,  community  engagement  en33es,  and  others  on  strategic  social  media  prac3ces.  She  recently  earned  a  cer3ficate  in  online  community  management  from  WOMMA.  When  she  is  not  doing  her  part  to  bridge  the  digital  engagement  deficit,  Melissa  can  be  found  training  for  her  next  race  or  geSng  lost  in  baking  blogs.              
  • 4. Introduc3ons  Sam  Stern  –  Partner,  CAP  @mhealthmarketer    CAP  is  the  communica3ons  partner  of  The  Paerson  Founda3on,  a  thought  leader  in  the  transforma3ve  role  of  strategic  communica3ons  within  the  philanthropy  sector.        As  chief  strategist,  Sam  has  integrated  social  media  strategies  and  emerging  tools  within  the  founda3on’s  DNA,  resul3ng  in  rela3onship  building  with  some  of  the  sector’s  most  influen3al  leaders.  Leading  the  CAP  team,  Sam  uses  social  communica3ons  strategies  to  build  and  encourage  awareness  and  impact  through  work  with  The  Paerson  Founda3on’s  partners.    
  • 5. Objec3ves    •  Defining  movements    •  Why  social  media  is  important  •  GeSng  started    •  Effec3ve  use  of  social  media  channels    
  • 6.                  
  • 7. “An  idea  that  spreads  with  passion  through  a  community.”     SethGodin.typepad.com   @ThisIsSethsBlog    
  • 8.               “Passion  enables           movements  to   grow  and  have  a   significant  impact   on  culture.”               ScoGoodson.typepad.com   @sco]rog    
  • 9. PASSION!  The  only  prerequisite  to  star3ng  a  cultural   movement  
  • 10.                  
  • 11.                  
  • 12.                  
  • 13.          Idea:  Doing  at  least  one  nice  thing  per  week  makes  the  world  a  beer  place            Started:  LA  2005    Spread:  Do  one  nice  thing  emails  reminding  people  to  do  nice  things                              Media  Coverage  –  Radio,  Oprah,  Martha  Stewart,                                Kits  for  members  to  start  their  own  local  clubs                              SOCIAL  MEDIA  ENGAGEMENT  (Twier,  Facebook,  blog)    Today:  Members  in  92  countries                          100  tons  of  school  supplies  sent  for  Iraqi  and  Afghan                          10’s  of  000’s  of  books  for  schools,  libraries,  and  children’s  hospitals                          10’s  of  000’s  cans  of  food  items  to  food  banks          
  • 14.                  
  • 15. ™ ( RED )  •  IDEA:    Transform  the  collec3ve  power  of  consumers  into  a  financial  force  to  help  fight  AIDS           and  other  diseases  in  Africa    •          STARTED:      Bono  of  U2  and  Bobby  Shriver  founded  RED  in  2006.      •  HOW  IT  SPREAD:    RED  spread  through  its  pacts  with  its  partners,  extensive  media  coverage   resul3ng  from  the  high  profile  of  the  corpora3ons  involved  and  RED’s  founders,  social  networking,   celebrity  spokespeople,  and  brand  exposure.  In  2010,  a  full-­‐length  documentary  called  The  Lazarus   Effect  was  execu3ve  produced  by  Spike  Jonze  and  sponsored  by  (RED),  HBO,  and  Anonymous   Content,  on  the  heels  of  a  public-­‐service  TV  featuring  high-­‐profile  celebri3es  in  the  United  States.        •  Today:    Generated  more  than  $170  million     Reached  more  than  7.5  million  people  in  Ghana,  Lesotho,  Rwanda,  South  Africa,  Swaziland,   and  Zambia     Programs  have  averted  6.5  million  deaths  worldwide        
  • 16. Modern  movements  are  digitally  connected               Members  of  movements  are  more  likely                 to  have  socially  engaged  friends  who   belong  to  other  movements     Friends  of  Friends  =  Amplifying  messages   and  expanding  reach  of  influence    
  • 17. Men3on  Mapp  
  • 18.                           Take-­‐away:  Leverage  the  networks  of  key  contacts     •   Enlist  ambassadors   •   Define  roles   •   Timing  strategy            
  • 19. i   Survey:  2,252  Adults  April  &  May  ‘10  -­‐   Low  income  people  among  fastest  adopters  of  mobile  web  devices  (May  ‘10)        -­‐   Low  income  people  using  mobile  devices  in  place  of  higher-­‐cost  computers    -­‐   46%  of  households  earning  less  than  $30K  a  year  are  wireless  Internet  users.  (May  ‘10)    -­‐   The  lowest  income  group  surveyed  was  the  fastest  growing    -­‐   Of  those  surveyed  who  use  wireless  mobile  technology    -­‐  64%  African  Americans    -­‐  63%  English-­‐speaking  La3nos    -­‐  57%  White  Americans      -­‐   Minori3es  more  likely  to  use  social  networking  sites,  watch  videos,  post  videos  and  purchase  products  on  mobile  devices        
  • 20. i   Surveys:  Adults  using  social  media  –  2,277  May  2011   Twier  Use  2012  –  2,253  adults;    -­‐   65  %  of  Internet-­‐using  adults  use  social   -­‐   Online  adults  who  use  Twier  in  typical  day  networking  sites  (only  email  and  search   doubled  since  May  2011  (s3ll  about  15%  online  engines  are  used  more  frequently)   adults)      -­‐   Posi3ves  outweigh  nega3ves  in  words   -­‐   Income  describing  experience  using  social   -­‐   31%  under  $50K  networking  sites   -­‐   Of  that,19%  under  $30K    -­‐   Among  Internet  users,  social  networking   -­‐   Of  those  using  Twier  most  popular  with  women,  young  adults   -­‐   African  American  –  28%  under  30  and  parents   -­‐   La3no  –  14%   -­‐   White  –  12%  
  • 21. •   Familiar  with  most  social  media  channels    •   Using  social  media  somewhat  regularly    •   See  social  media  as  somewhat  to  very  important  to  programs    •   Majority  see  social  media  playing  a  somewhat  greater  role    •   Two  Biggest  challenge     –   Time  to  plan  and  execute/cost   –   Convincing  others  of  value        
  • 22. Conveying  value  of  social  media  Social  movements  need  people  who  are  champions  for  strategic  social  media  Educate  leadership  by  sharing  the  benefits  of  online  communica3ons  tools  and  online  communi3es    -­‐  low  barriers  to  entry    -­‐  segment  of  audience  already  using    -­‐  expansive  reach    -­‐  two-­‐way  media    Address  fears  early  on:  What’s  the  worst  that  could  happen?    Share  examples  of  success            
  • 23. Taking  the  plunge  The  Paerson  Founda3on    •   13  people  age  45+    •   Limited  knowledge  of  social  media      •   Apprehension  and  fear  
  • 24. Build  confidence    -­‐   Educate    -­‐   Train    -­‐   Remove  mystery    -­‐   Take  baby  steps    -­‐   Praise  
  • 25. Are  you  ready  for  social  media?  -­‐   Goal    -­‐   Core  Message/Key  Message    -­‐   Audience    -­‐   Strategies      -­‐   Tac3cs/Vehicles    -­‐   Measure  Success  
  • 26. Using  social  media  playorms  -­‐   Overview  of  social  media  playorms    -­‐     Real  examples    -­‐   How  relates  to  Campaign  for  Grade-­‐Level  Reading  
  • 27. Social  media  playorms  -­‐   Blogs    -­‐   Facebook    -­‐   Twier    -­‐   YouTube    -­‐   Pinterest  
  • 28. Finding  the  passion  by  listening                       •   #earlyed  /  #ECE             •   #literacy   •   #elemchat     •   @youngchildfacts   •   @birthto5policy   •   @literatena3on   •   @reachoutandread     List  of  educa3on  hashtags  on  app      
  • 29. Where  are  conversa3ons  already  happening?                              
  • 30. Where  are  conversa3ons  already  happening?                              
  • 31. Where  are  conversa3ons  already  happening?                              
  • 32.                          
  • 33. Content  Strategy                            Content  strategy  is  planning  for  the  crea3on,  aggrega3on,  governance  and  expira3on  of  content  that  is  useful,  usable  and  appropriate  to  your  movement.            
  • 34. What  does  “good”  content  do?      -­‐   Connect  themes  across  playorms        -­‐   Easily  shared  (easy    to  retweet,  share,  like,          comment  on,  subscribe  to)            -­‐ S3mulates  discussions  among  people  within  your  online  community    -­‐   Useful    -­‐   Entertaining    -­‐   Thinks  of  community  members  first    -­‐   Show  (don’t  tell)  how  community  members  are  making  a  difference  
  • 35. Connec3ng  themes  across  playorms      Idea:  Iraq  and  Afghanistan  Veterans  of  America  (  IAVA)  #GoSilent  campaign  asking  people    to  go  silent  for  one  minute  at  12:01  pm  on  Memorial  Day  2012              Spread:  Simple  c  all  to  ac3on.  Easy  to  par3cipate.  Mul3-­‐playorm.            
  • 36. Connec3ng  themes  across  playorms                            
  • 37.                          
  • 38.                          
  • 39. Making  it  easy  to  par3cipate     Samples  of  Facebook  posts  and  Twier     updates  to  share  (included  in  e-­‐blasts)                   Ask  people  to  donate  their  Facebook           profile  photos  to  your  cause  for  a  week  
  • 40. Playorms                            -­‐   Recommended  playorms    -­‐   Use  cases    -­‐   Applica3ons      
  • 41. Digital  Storytelling  –  Spotlight  on  blogs  
  • 42. Spotlight  on  blogs  1)  Benefits      -­‐  Owned  media      -­‐  Drive  search      -­‐  Low  cost  to  set  up      -­‐  Thought  leadership    
  • 43. Need  ideas?  •  Storify  –  Turn  tweets  into  blog  posts    •  Video  –  Embed  with  an  intro  for  a  short  post    •  Lists  –  Top  5  most  talked  about  Facebook  posts    •  Photos  –  Highlight  community  members      
  • 44. Grade-­‐Level  Reading  Applica3ons  •  Robust  blog=content  hub    •  Comment  on  other  blogs    •  Cross  post    •  Guest  bloggers    •  Repurpose  posts  for  Twier  and  Facebook  
  • 45. i   Facebook    +  “Super  Playorm”  +  Reach  (900  million  people  on  Facebook)  +  Flexible  (connect  publicly  and  privately)    +200  Million  average  daily  visits  on  mobile  devices      +  Average  3me  on  site  per  visit:  23  minutes    +  Connec3on  point  to  others  forms  of  social  media    +  Geo  targe3ng        
  • 46. i   Idea:  NPR  and  KPLU  (Seale  affiliate)  experiment  with   Facebook  geo-­‐targe3ng     Baseline:  NPR’s  Facebook  page  has  2.3  million  people   worldwide        Content:  Only  posted  content  that  was  conversa3onal  with  a  splash  of  local  Seale  flavor    Pacing:  Posted  one  Seale-­‐targeted  story  a  day  (mixed  in  with  other  NPR  posts  that  occur  every  hour)    Measurement:  Facebook  insights  to  track  comments,  shares  etc.    Audience  Growth:  In  4  months  posted  50  pieces  of  KPLU  content  increased  traffic  to  KPLU  12  percent          
  • 47. Facebook  Geo-­‐Targe3ng  
  • 48. Facebook  Geo-­‐Targe3ng  
  • 49. Facebook  Insights  
  • 50. Partnership  with  Marguerite  Casey  Founda3on  and  its  grantees    Began  by  asking  two  ques3ons:      What  would  a  na3onwide  movement  aimed  at  raising  the  voices  of  poor  and  working  families  look  like?    What  would  it  take  to  spark  and  sustain  a  movement  that  ensured  that  those  voices  were  heard,  not  on  a  single  issue  but  across  all  issues  that  affected  their  lives?    
  • 51. Idea:  Raising  the  voices  of  poor  and  working-­‐class  families    Started:  2007-­‐2008  na3onwide    Spread:  Mobilized  more  than  30,000  families  with  mul3playorm  strategy  including  Facebook,  Twier,  Video    65  town  hall  style  mee3ngs    Online  conven3on  to  vote  on  na3onal  playorm  issues    Today:  Online  newspaper  Equal  Voice  30  grassroots  networks  for  community  engagement  
  • 52. Grade-­‐Level  Reading  Applica3ons  -­‐   Spotlight  community  member  impact  (photos  from  literacy  fairs  and    programs  etc.)      -­‐   Ask  the  community  for  3ps  related  to  GLR  pillars  (best  prac3ces  to  bridge  summer  learning  gap  and  share  the  top  answers  in  a  blog  post)    -­‐   Highlight  major  advocacy  milestones  and  ask  the  community  to  act    -­‐   Promote  in-­‐person,  town-­‐hall  style  sessions      -­‐   Highlight  new  members  (ask  them  to  share  why  they  are  involved  and  commied))    -­‐   Use  Facebook  Insights  to  determine  what  content  is  most  engaging  
  • 53. Twier  +  Global  and  local  community    +  Research  &  discovery  playorm    +  Real-­‐3me  chat  and  conversa3on  tool    +  Driver  of  direct  traffic    +  250  million  tweets  per  day  
  • 54.     Idea:  30-­‐minute  video  to  Kony   Ugandan  warlord  Joseph   make   “famous”     Started:  Kony2012  Ini3a3ve   launched  in  March  by  the   Invisible  Children  nonprofit     Spread:  #stopkony  on  Twier   and  celebrity  interest    
  • 55.  #stopkony:  Spotlight  on  Twier    
  • 56.  #s     #stopkony  celeb  supporters     @rihanna  –  15.3  million     @KimKardashian  –  14.2  million     @NickiMinaj  –  10.3  million     @RyanSeacrest  –  6  million     @BillGates  –  5.7  million     @iamdiddy  –  5  million      
  • 57.   Grade-­‐Level  Reading  Applica3ons    -­‐   Power  in  engaging  local/regional/state/na3onal  influencers      -­‐   Par3cipate  in  exis3ng  Twier  chats  and/or  start  your  own    with  other  GLR  communi3es    -­‐   Be  selec3ve  about  what  you  share  –  share  the  useful  stuff!    -­‐   Use  free  tools  like  HootSuite  to  track  notable  retweets  and  men3ons    -­‐   Drive  traffic  to  blog  or  website  
  • 58.  YouTube    
  • 59. i  
  • 60. i  
  • 61. i  Educa3on  
  • 62. i  Literacy  
  • 63. i  
  • 64. i   Grade-­‐Level  Reading  Applica3ons  Pinterest  for  your  community  –  Is  it  right?   +  Demographic  alignments   +  Content  alignment  (Literacy,  Educa3on)   +  Two-­‐way  content  driver    Requires  strong  content  strategy   -­‐   Ability  to  develop  own  graphics  to  share  (original   work,  high  quality)   -­‐   Time  to  curate  pins  of  others  (Bandwidth  check)   -­‐   Driving  people  to  blogs  or  websites  that  house   the  resources  you  want  to  share  
  • 65. i  Ques3ons  and  Sharing  
  • 66. i  @mhealthmarketer  //  sstern@capbrandmarke3ng.com    @melissathomps  //  mthompson@capbrandmarke3ng.com    

×