Social Media for Sociall Good


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-By Shauna Causey
Created for MSFT Alum and SMCSeattle Social Media 101 event at UW on Sept 16, 2010.

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Social Media for Sociall Good

  1. 1. Social Media for Social Good
  2. 2. Social Media: Why? <ul><li>Brand enthusiasm – building awareness </li></ul><ul><li>Loyalty – improving the public’s knowledge </li></ul><ul><li>Advocacy – building and maintaining support </li></ul><ul><li>Mobilizing Volunteers around the cause/event </li></ul><ul><li>Building Donor Base </li></ul><ul><li>… Even Raising Money </li></ul>
  3. 3. Social Media – Why? <ul><li>We now *expect* brands that are important to us to be using social media. </li></ul><ul><li>We want to engage with you online, share your info, tell your story. </li></ul>
  4. 4. Non-Profits Need to get Geeky! By the way, geeks are cool.
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  6. 6. Is social media just for teens? Mostly very young people? <ul><li>Just 11% of users on Twitter are teenagers. </li></ul>
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  8. 8. Facebook User Engagement: <ul><li>45 million users update their statuses at least once/day </li></ul><ul><li>10 million users become fans of Pages each day </li></ul><ul><li>2 billion photos uploaded to the site each month </li></ul><ul><li>14 million videos uploaded each month </li></ul><ul><li>2 billion pieces of content ( web links, news stories, blog posts, notes, photos, etc .) shared each week </li></ul><ul><li>3 million events created each month </li></ul><ul><li>45 million active user groups exist on the site* </li></ul><ul><li>65 million active users currently accessing Facebook through their mobile devices . </li></ul>
  9. 9. Changing the way we communicate? Yes. <ul><li>Merging Personal and Professional </li></ul><ul><li>Merging Customer service, marketing, and public relations – it’s all word of mouth </li></ul>
  10. 10. Non-Profits and Social Media: Examples
  11. 11. Jolkona Foundation
  12. 12. <ul><li>Helped to reach influential web personalities </li></ul><ul><li>Helped to find volunteers & board members </li></ul><ul><li>Build features suggested by followers </li></ul><ul><li>Event in Seattle attended by people in Europe </li></ul>I nvesting in S ocial M edia
  13. 13. Using Twitter & FB to Save Lives— PSBC <ul><li>Social Media strategy formed in May 2009. </li></ul><ul><li>First social media blood drive via Twitter on June 23. </li></ul><ul><li>virtually organized blood drives—social media </li></ul><ul><li>social media assisted blood drives, promote an established blood mobile drive. </li></ul><ul><li>Results: </li></ul><ul><li>5 - 33 percent of the donors hear about the drive through social media. </li></ul><ul><li>Social Media tactics bring in 40 donations per month, saves 120 lives per month. </li></ul>
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  16. 16. <ul><li>GIVE 10, TELL 10 – United Way example </li></ul><ul><li>Facebook Page: 116 Fans </li></ul><ul><li>Twitter Page: 851 followers </li></ul><ul><li>2 million impressions online, thousands of twitter updates </li></ul><ul><li>Searchable online: #Give10 </li></ul><ul><li>Giveaway – flip cams </li></ul><ul><li>URL – United Way of King County </li></ul><ul><li>Emails from United Way </li></ul><ul><li>PR: KING, KONG, NWCN, Puget Sound Business Journal </li></ul><ul><li>PSAs: ran across Western Washington 5,100 spots ran across all zones. $30,000 worth of airtime. </li></ul>
  17. 17. Give 10 campaign with United Ways of Western WA
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  19. 19. GIVE $10 Tactics: <ul><li>Twitter Page </li></ul><ul><li>Facebook Page </li></ul><ul><li>Events </li></ul><ul><li>Email – Give $10, Tell 10 </li></ul><ul><li>Videos on YouTube, telling the story of Seattle’s homeless </li></ul><ul><li>Livestream Announcements </li></ul><ul><li>30-second commercials (driving everyone to FB and Twitter pages) </li></ul>
  20. 20. #BeatCancer World Record Keep It Interesting <ul><li>The New Record: 209,771 tweets in one day </li></ul><ul><li>What that means, cash-wise: Over $70,000 in total donations From MillerCoors, eBay, PayPal and others </li></ul><ul><li>The Official #beatcancer Total: 1.4 Million+ mentions to date </li></ul><ul><li>Worldwide Media Impressions: Over 100 Million </li></ul>
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  22. 22. Twestival <ul><li>Global fundraiser with events in cities across the world </li></ul><ul><li>Feb. 12, 2009 first Twestival Global </li></ul><ul><li>--benefit Charity: Water </li></ul><ul><li>One month of promotion (all via Twitter / social media ) </li></ul><ul><li>Results: </li></ul><ul><li>raised $3,400 in Seattle </li></ul><ul><li>$250,000+ online globally, 10,000 people participated </li></ul><ul><li>55 wells built in Uganda and Ethoipia </li></ul>
  23. 23. A Note on Style <ul><li>Mindcasting vs. Lifecasting </li></ul><ul><li>Add some personality but don’t be personal. </li></ul>
  24. 24. The Social Media Silver Bullet <ul><li>Be Generous </li></ul><ul><li>Ask for something only 2 out of 10 times you talk with somebody or tweet somebody. </li></ul><ul><li>They want to know you before they give or help. </li></ul><ul><li>Be Generous, Be Generous, Be Generous </li></ul><ul><li>Talk about ideas or others 8-12 times more than yourself </li></ul><ul><li>Share links, say thank you, send congrats, share best practices, listen, engage. </li></ul>
  25. 25. How can you use social media effectively? <ul><li>A tactic to your current communications strategy: </li></ul><ul><li>Sign up for an account, spend a week listening </li></ul><ul><li>Pitch news stories </li></ul><ul><li>Show some personality: allow people to get to know your non-profit, mission and staff </li></ul><ul><li>Invite people to events, promote an event, @Live from events </li></ul><ul><li>Find new board members, staff or volunteers </li></ul><ul><li>Use social media at events (Twitter updates, FB photos) </li></ul><ul><li>Broadcast your own news… via livestream </li></ul>
  26. 26. <ul><li>NON-PROFIT TRENDS FOR 2010: </li></ul><ul><li>Integrating Social Media into communications plan (Facebook, Twitter streams) </li></ul><ul><li>More engagement between non-profits & public </li></ul><ul><li>Rewarding, Engaging Followers and Advocates </li></ul><ul><li>Donate via text message and Mobile Functionality </li></ul><ul><li>Social Media Campaigns: Status updates on Facebook </li></ul><ul><li>Live Events/More Video and Livestreaming </li></ul>