Media That Matters - Social media and nonprofits


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Getting your message across - Social media and online video for NGOs and nonprofits

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Media That Matters - Social media and nonprofits

  1. 1. Getting Your Message AcrossSocial Media and online video for NGOs and NonprofitsMalcolm Burt, Media That 0414 716 597<br />
  2. 2. Scope<br />By 2010 Gen Y will outnumber Baby Boomers <br />96% of them have joined a social network <br />Facebook added 100 million users in 9 months <br />If Facebook was a country, it would be the world’s 4th largest <br />13 hours of video are uploaded to YouTube every minute.<br />81.0 percent of the total U.S. Internet audience has viewed online video. <br />Malcom Burt -<br />
  3. 3. Changing How Society Functions<br />• YouTube is the 2nd largest search engine in the world – this is how people find you now. It’s not just about talking cats<br />• 80% of companies are using LinkedIn as their primary tool to find employees <br />• 1 out of 8 couples married in the US last year have met via social media<br />• There are over 200,000,000 Blogs. 54% of bloggers post content or tweet daily.<br />• The latest web technologies are about the evolution of all human behaviour, the way we live, think and organise our lives. The web is not merely a marketing channel. <br />Malcom Burt -<br />
  4. 4. Social Media Is Not Just For Teens<br />• Use of social networking by people aged 35 to 54 grew 60 percent in the last year.<br />• Just 11 percent of Twitter users are aged 12 to 17.<br />• Facebookand MySpace are also maturing with only 9% of Facebook and 14% of MySpace users now being teenagers.<br />• It’s an adult to adult platform<br />Malcom Burt -<br />
  5. 5. Web 2.0<br />Web 2.0 is the next version of the web allowing people to upload and participate - people have run with it and found all sorts of uses for it. eg. @replies were figured out by users - not by Twitter. <br />And the underlying philosophy: is trust, communication - giving people the tools to actively support / dialogue with you.<br />Two-way dialogue with key stakeholders – be ready for your members/constituents to answer back via forums, tweets, video responses, and setting up their own sites about an issue – not necessarily agreeing with yours<br />Malcom Burt -<br />
  6. 6. Maximise The Medium<br />Be authentic. Manufactured tweets/facebook statuses – appear like newsbites or press releases and damage credibility.<br />Give people a reason to come back – targeted, useful information which is dynamic and regularly updated.  <br />Understand how stakeholders, including employees, use social media.<br />It’s not good enough for organisations just to ‘have it’; to have a Facebook, or a Twitter account, or any other, they need a reason for its existence. Any social media that use must be part of your overall communications/advocacy strategy.<br />Malcom Burt -<br />
  7. 7. Part of the Bigger Picture.<br />Social causes are inherently visual, photos and videos are excellent in humanising campaigns. Citizen led reporting is billed by many to be the future, so let those that tell the story represent it online through a video story, podcast, photostory– many networks are allowing users to send in video captured on phones, as well as images<br />In classical advertising theory, people respond to images or people and videos of people. <br />Websites can be an online TV channel. Not nearly as expensive as a traditional 30 second television spot. However as a growing number of people have their computer on the Internet and the television on at the same time, short 15 second spots or sponsored content can drive people to your website<br />Can reach large and targeted audiences at little financial cost.<br />Malcom Burt -<br />
  8. 8. Using Video<br />Studies have also found that streaming video delivers nearly three times higher brand awareness and message association, and more than 100% higher purchase intent and online ad awareness than non-rich media ads.<br />Video also performs extremely well in Google searches (particularly youtube videos, as Google owns youtube) as search enginesare moving away from text search and making interactive content more prominent in their algorithms. So if your website has video or mp3s on it, your site will actually have an opportunity to rank better.<br />Unlike traditional television advertising, the results of an online video marketing campaign are also measurable. Statistics are available with regard to the age, sex, location, and the followup action of viewers (eg visiting your website and making a donation)<br />The optimum time to tell your story online is 3 – 5 minutes.<br />In the new world of online video, a small production company with a strong online video resume, may prove a better and more cost effective choice, than the bigger television production companies.<br />Malcom Burt -<br />
  9. 9. Simple stuff you can do yourself NOW – all free<br />“We can’t do that – we’re too small” –no, you’re not<br />Put your slides up after any conference on your website with a free tool called SlideShare to turn ppt into Flash – spread the message<br />Use wikimedia commons, flickr commons to get excellent free, legal imagers to spice up your site, publications and presentations. Istockhoto is the king of them all, but charges a teensy bit<br />Find a computer with a webcam, or use a phone to have a weekly announcement from your CEO and host it on youtube – embed it on your site. On youtubethe link code is right beside your video, just copy and paste. Put a link to this in your weekly emails to your subscribers, members and constituents. Encourage feedback<br />Ask your staff to take photos and upload them to a free photo sharing site such as Picasa – have a link to this album on your website<br />Start a wiki on your site – it’s simply to install and people can all speak and add info as if a forum<br />Use Google Docs and Google Presentation – imagine word and powerpoint online, but the coolest thing is that people around the other side of the world that you invist to colloborate can be working on the document at the same time as you. There’s no ‘versions’ of documents anymore – only one live one. Link it to your website as well – allow all your members to contribute if you like – can’t get much more open than that.You can use these as internal tools or externally<br />Get a twitter account and start following as many appropriate people as possible, you can search with the # tag – mention makeup artist story<br />Malcom Burt -<br />
  10. 10. Demos<br />Obama’s campaign – millions of followers on Facebook, but the custom social network site was created at<br />Kevin the ATM was the star of ANZ&apos;s latest series of television advertisements and became so popular ANZ established a facebook page. It has over 4000 followers and Kevin regularly comments on irreverent topics such as the Ashes, snuggies and tourism slogans.<br />Beijing Earthquakes – Tweets broke news before TV newsdid – same with Victorian bushfires<br />Instant communication - Documents news and views as they happen and communicate with audiences on an up-to-the minute basis. <br />Malcom Burt -<br />
  11. 11. Our project: Throw The Environment a Lifeline<br />Lifeline TTEAL campaign – television, Vimeo, Facebook, Twitter groups, online doco, downloadable fact sheets and posters<br />Malcom Burt -<br />
  12. 12. Our project: QCOSS 50 Year History Wiki / Doco<br />QCOSS 50 years doco – extended interviews will be placed online, as will the real documentary. Wikis– we created a wiki for the QCOSS History Project – anyone and everyone was allowed to add their thoughts and memories – this was promoted via qcoss emails.<br />Malcom Burt -<br />
  13. 13. Our project: Qld Alliance Interactive PDF / Video<br />Qld Alliance interactive PDF – a presentation tool with embedded video of interviews with consumers of mental health services – designed to help these people stay at work. Available to be downloaded and worked through at one’s own pace or presented to a group<br />Malcom Burt -<br />
  14. 14. The future is online. And social.See you there! 0414716 597Big thanks to Michelle Hollywood from Media That Matters too!<br />Malcom Burt -<br />