Social Media for Global Health

For Global Health Elliot Greenberger Communications Manager, See3 Communications Social Media www.see3.net | @elliotg

Visit : www.Girl2Woman.org

Visit : www.YouTube.com/NonprofitVideoAwards

Overview
The Big Picture
The Tools
Crafting a Social Media Strategy
Real Life Applications
Discussion

What is Social Media?
What are the core values of social media?
S torytelling
T ransparency
A uthenticity
R elationships

What is Social Media? Traditional Marketing Social Media Marketing One-way Multi-direction Brand Community Interruption Permission Control “ Chaos” Results-Driven Process-Driven

The Good
Connects you to your community
Personal blends with professional
You get instant feedback
“Free” resources
It’s fun!

The Not So Good
Takes time
Requires buy-in from organization
Personal blends with professional
Measurement and impact is sometimes abstract
Lots of “noise”

Why You Use Social Media
Monitor your issue and competitors
Discover information and news
Find new stakeholders and build a following
Promote publications, events, and staff
Raise awareness, stimulate discussion
Advocate and fundraise

Personal social network
Set up fan page for your cause
Share updates, photos, messages
Ability to run local, targeted ads

Ways to Use Facebook:
Create fan page for your organization or your issue
Share links to videos and news stories online
Upload photos and videos of your work or recent events
Organize an event and invite Friends/Fans
Create a targeted ad to gain supporters or publicize your event

“ Micro-blogging” – 140 characters
Share updates, news, links, promotions
Build a “following” and “follow” other users
Stay updated on industry trends & news

Ways to Use Twitter:
Use Twitter Search ( http://search.twitter.com ) to find people discussing your issue
Monitor industry news using Tweetdeck or Hootsuite
Determine your best content by tracking clicks (use a URL shortener such as bit.ly or tinyurl.com)

Build a personal or organizational “Channel”
Upload and view online videos
Popular search engine

Ways to Use YouTube:
Promote an event with a simple slideshow
Interview leaders in your field on camera
Show your supporters behind-the-scenes videos
Host a weekly vlog (video blog)
Curate videos on a topic using playlists
Embed your and other videos on your site

Great Cameras Under $200 Kodak zi8 Flip Mino HD

The Nonprofit Program
Increased branding capabilities
HTML channel banner
Branded side column image
Ability to receive donations using Google Checkout
Ability to add Call to Action overlay and externally linkable annotations
Opportunities using Video Volunteers http://www. youtube . com/videovolunteers

Blogging platform
Post thoughts, updates, photos regarding your work

Ways to Use Blogs:
Share news about your organization
Present your opinion and critique of industry news
Tell a deeper story about a product or service
Do an interview or recap an industry event
Create a Top 10 List, or link to other resources
Use as your main website! Easy CMS system

Visit : www.Google.com/Alerts

Visit : www.Animoto.com

Visit : www.Flickr.com

Visit : www.CreativeCommons.org

Visit : www.FirstGiving.com

Visit : www.mGive.com

Recommended Tools?
What other online tools do you use or have you seen used in social media?

Planning Your Strategy
What are your goals?
Who are you trying to reach?
What tools do you need to use?
Do you need extra staff and/or resources?
How will you measure success?

Site visits and actions taken
Video views and shares
Discussion volume and comment quality
Online mentions and links
Fans, followers, and subscribers
Event attendees, donations
More more more!
Measuring Impact

charity:water

Recruited hosts and organized events to support charity:water on April 12
Tools : Website, Video, Twitter, Facebook
The Results
1,000 volunteers hosted events in 200 cities
10,000 people attended and raised $250,000
Almost 25,000 Tweets
What They Did

Tied online to offline
Great story, original approach
Empowered constituents and gave them the tools to participate
Deadline-driven action
Plan for retaining audience over time
Why It Worked

Decrease number of incoming media calls
Increase transparency about disaster response
Offer real-time, valuable information for people affected and their families
Audiences: Local and national media, affected people and families, concerned public
Tools : Wordpress, Flickr, Utterli
The Strategy Thanks Beth Kanter and Wendy Harman, http://beth.typepad.com

Increased press for each disaster
Exponentially increased hits and links
Increased field engagement
Fewer negative stories about how RC was not responding quick enough or giving enough
Collected hundreds of “thanks” from people affected by disasters (result in loyalty, trust)
What They Achieved

Best Social Media Work?
What organizations or campaign have you seen online that you’ve been impressed with?

Go deep, not wide
Start with your goals and your audience
Don’t forget to listen
Test and learn
Take advantage of free resources
5 Takeaways

Learning Resources
Beth.Typepad.com
GlobalHealthIdeas.org
SocialEdge.org
GlobalHealth.Change.org
SocialMediaToday.com
This slidedeck will be posted at www.see3.net
under Resources > Events.

Thank you! Elliot Greenberger
Email: [email_address]
Twitter: @elliotg / @see3
Website : www.see3.net
Facebook : www.Facebook.com/See3Communications
Phone: 773-784-7333

Social Media for Global Health

by See3 Communications on Mar 06, 2010

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