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Socia media for public advocacy

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How can NGOs use social media to organize a movement?

How can NGOs use social media to organize a movement?

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Socia media for public advocacy Socia media for public advocacy Presentation Transcript

  • Social Media For Public AdvocacyHow can NGOs use Social Media to organize a movement? Author: Alberto Brea | The Digital Economist www.albertobrea.com
  • Alberto Brea | The Digital EconomistDocument PurposeDevelop a playbook to help small NGOs with limited resourcesapply social media to mobilize public supportGuiding Principles for Playbook• Easy to understand, implement and manage• Relevant to NGOs’ needs• Low cost to build and maintain• Measurable and scalable
  • Alberto Brea | The Digital EconomistSource: http://www.vincos.it/world-map-of-social-networks
  • Alberto Brea | The Digital Economisthttp://www.internetworldstats.com/stats.htm
  • Alberto Brea | The Digital EconomistCase Study Simulation- For Illustration Purposes OnlyWho: Education for All (EA) is a small NGOs with a staff of 10 peoplein the Dominican Republic with the goal of improving education levelsin the countryWhat: The Government just announced that it is planning to reduce thebudget for education. However, the constitution established thatEducation should receive 4% of the GDPWhen/Where: To approve the measure, a congressional majorityneeds to approve the adjustment next month, on March 20th
  • Alberto Brea | The Digital Economist ApproachCreate Social Build Your Analyze andPresence Network Adapt
  • Alberto Brea | The Digital EconomistCreate Social PresenceTo create an social presence, we need to make an assessment to developa customize social plan1. Conduct Self-Assessment2. Set Clear Objectives3. Define Audience Priority4. Establish Social Channel Mix
  • Alberto Brea | The Digital Economist 1. Conduct Self-Assessment 1. How much time does your staff currently spend on marketing and communications tasks? 2. How much time do you expect to devote specifically to social media? 3. Which social media channels does your staff have experience with, either personally or professionally? ❑ Facebook ❑ Twitter ❑ Blogging ❑ Photo sharing sites (like Flickr) ❑ Video sharing sites (like YouTube) 4. What assets are available to your organization? ❑ Experienced writers ❑ Experts in the topic area of your mission ❑ Lots of organizational photos ❑ Experienced photographers ❑ Organizational videos ❑ People with experience creating videosSource: Idealware - Social Media decision guide 2010
  • Alberto Brea | The Digital Economist 1. Implications Number of hours a week Maximum number of social Number of you can commit to social media channel you can take Channels1 media 4 = on ____________________ ____________________ Activity Monitoring and Research Initiating Responding Measuring ( Engager)2 40% 20% 20% 20%1.Source: Idealware - Social Media decision guide 2010 & 4 hours time based on author personal experience2.Source: http://www.slideshare.net/AmberNaslund/ebook-social-media-time-management-2618863
  • Alberto Brea | The Digital Economist 2. Set Clear Objectives Based on a survey by Idealware among 460 NGOs in 2010, there are three main goals for using social media. To increase the likelihood of success, NGOs need to set clear goalsUber Goals Reaching Out Engaging Supporters Fundraising Reaching new supporters Enhancing relationship with Raising money for your for the organization your audience organization Promote an event - Build excitement prior to an event - Get people to take a particular actionCall to Action - Draw traffic to a particular online resource - Build your email list - Solicit donationsTime Sensitivity Week - Month - QuarterlyMeasurement Number of people to recruit for an event - Donation goal $$ - Number of press mentions…
  • Alberto Brea | The Digital Economist2. Implications Uber Goal MeasurementEA wants to reach out to new supporters to sign up 10,000 peopleto participate in a protest, “4% Education,” on March 4th in front ofthe Dominican National Congress Time Sensitivity Call to Action
  • Alberto Brea | The Digital Economist 3. Define Audience Priority Focus on the people that count the most. The traditional model of casting a wide net does not work today. Need to identify the people talking about the issue and reflect back to them Market Impact FIRST-ORDER IMPACTS • Publish a blog • Publish their own web page • Upload videos • Write and post articles and stories Creators FollowersSECOND-ORDER IMPACTS• Read blogs• Post/ratings/reviews of blogs• Comment on someone else’s blog• Contribute to online forum
  • Alberto Brea | The Digital Economist3. Define Audience PriorityTo identify advocates and followers, set up Google alerts, Technorati search, Facebok Twittersearch, etc. http://socialmedia-listening.wikispaces.com/Tool • Your name and people connected to your organization • Your organization’s name • Program or event names • Peer/competitor names and program/event names • Your tagline or other key phrases • URL for any web properties (main website, blog) • Related issues/topics • Common misspellings Source: Beth’s Blog, Beth Kanter
  • Alberto Brea | The Digital Economist 3. Implications Advocate List FollowersChannel Advocates Followers NetworkTwitter 200 300 60,000Facebook
  • Alberto Brea | The Digital Economist 4. Social Media Channel MixSocial Network Blog Micro-blogging Image Sharing Video Sharing
  • Alberto Brea | The Digital Economist 4. Social Media Channel Mix Facebook, Twitter and Blogs work best to reach new supporters for the organizationSource: Idealware - Social Media decision guide 2010
  • Alberto Brea | The Digital Economist 4. Implications Social Network Blog Micro-blogging Image Sharing Video Sharing Connect, engage and Showcase NGO Share photos of Promote videosGoal Report news recruit supporters expertise events and volunteers to support causeUpdates Daily Weekly Daily Per Event Per Event
  • Alberto Brea | The Digital Economist ApproachCreate Social Build Your Analyze andPresence Network Adapt
  • Alberto Brea | The Digital Economist Build Your Network: On Demand ModelMonitoring and Research 40% Initiating 20% Initiating 20%Identify what people are Initiate conversations that reflect Publish and share with yoursaying, and craft the message what you are hearing through multi- advocates and invite them to join media platforms Measuring Responding 20% 20%
  • Alberto Brea | The Digital Economist Analyze & Adapt Analytics WP Stats Plugin Page insights RSS Insights Stats ($) Google Analytics Backtype Bit.ly Tools Feedburner TweetmemeSource: http://www.devonvsmith.com/2010/07/a-social-media-measurement-plan/
  • Alberto Brea | The Digital EconomistBlogger Dashboard Example - Free
  • Alberto Brea | The Digital EconomistFacebook Dashboard Example - Free
  • Alberto Brea | The Digital EconomistYoutube Dashboard Example - Free
  • Alberto Brea | The Digital Economist Summary: Social Media For Public Advocacy How can NGOs use Social Media to organize a movement? Create Social Build Your Analyze and Presence Network Adapt1. Conduct Self-Assessment 1. Monitoring & Researching 1. People2. Set Clear Objectives 2. Initiating 2. Engagement3. Define Audience Priority 3. Responding 3. Traffic4. Establish Social Channel Mix 4. Measuring
  • About the Author: Alberto BreaInternational marketing consultant with more than 10years of experience in managing brand strategydevelopment, customer research, CRM and digitalmarketing programs in the U.S., Latin America, andglobal markets. Postgraduate education includes anMPA in International Economic Policy, an MS inIntegrated Marketing, and an MBA.The digital Economist Blog: albertobrea.comEmail: albrea09@gmail.com