Social Media for SocialChangeSameer Arora, Ang Li, Pranjal Bhargava, &Roshan Advani
Introduction SocialChange refers to any significant alteration over time, in behavior patterns, cultural values and norms Social media provides a platform for like minded people to come together and initiate change at a faster pace Shared awareness
Is it working?PROS CONS•Helps to connect and •Lack of closeunite in a crisis relationship•Help each other •Weak ties betweenregardless of location organization and•Usurp authoritarian activistsgovernments •Gap between•Empowers social awareness and actionactivists making them •“Revolution will notmore effective and be tweeted”cohesive
Statistics 94% of online community members said internet helped them become more informed on social causes 75% used internet to participate in online communities related to social causes 87% got involved in new causes since they began participating in an online community *Digital futures report (2008)
Roles of Social Media Narrowsconsumer options and thus can make choice simpler Empowers connective options and thus can promote relationship formation Foster communal customization Democratization of participation*Social Media for Social Change: A TCR Perspective, Robert V. Kozinets
Initiators The common man Government Non profit organizations For Profit Organizations
Arab Spring Tunisia Snipers Makeshift hospitals in Syria “We are all Khaled Said” & Aasma Mahfouz Social media was shut down in Egypt Speak2Tweet was launched - 8660 followers in less than in 24 hours, 1 tweet every 2 minutes Tweets increase from 2,300 to 230,000 a day
Social White House Dedicated digital team and office of digital strategy Tied up with Real Estate website Zillow.com to educate homeowners about refinancing “We the People” petitioning tool on Whitehouse.gov Google hangout sessions to talk to voters
Obama Open and Participatory administration US voters trust social media as much as traditional news outlets
Obama 71%of younger voters and 36% of older voters found social media trustworthy$ 47 million spent by Obama vs. $ 4.7 million spent by Romney 2012 campaign extensively used social media for “Targeted Sharing” Ranked every voter on 3 things: Chances of Supporting Barack Obama Chances of Voting Chances of being a persuadable thinker
Internet and Social Media in China Users are younger, well educated, and spend long time online No Facebook or Twitter access, but has many equivalents like Weibo, QQ, Renren Primary use: entertainment (western: commercial transactions) But higher use of blogging and more user- generated content, more interactive, expressive
Social Media and Anti-corruptionin China Chinese government and officials had little supervision from media or it’s people All mass media are government controlled Corruptionand other problems were only exposed to and dealt with within the government Things changed with the rise of social media
Social Media and Anti-corruptionin China Weibo (China’s Twitter equivalent micro blog) empowers citizen-vigilante It has trained a critical public eye on people in authority across the country Many netizens voluntarily participates in the prowling for evidence of corruption Some kind of collective intelligence for games of real life?
Process of a new media event Capture Internet attention Solution Incident Publicity furors of higher imposed levelsSource: The Internet and Social Change in China - Professor Alan Hunter
Was it successful? Inthe year of 2012, out of 15 anti-corruption cases widely concerned across the country, 6 were initiated through Weibo, the rest 9 were all widely spread and discussed on Weibo as well 13 of the 15 cases have been officially closed with public announced results
Purpose of a Non ProfitA non profit exists in order to support a cause and for the welfare of the community It depends on donations and funding to garner assistance and bring their causes to reality It’s a system based on belief and communication The success of the cause is dependent on the reach and awareness of the organization
Leveraging Social Media, attaining Social Change •Increased New DonorsIncreasename •Increased New Volunteers dosomething.orgrecognition •Increased Collaborative http://www.youtube.com/watch?v=sH1sEyaDZQ0 OpportunitiesMaintain •Increased Repeat GivingRelationshipswith current •Increased Overall Fundraising Amnesty Internationalsupporters •Increased Repeat Volunteers http://www.youtube.com/watch?v=edD87WazW1A •Increased New DonorsShare Your •Reduce Donor AttritionNonprofit’sImpact •Increased New volunteers •Increased New Donorseers Charity Water http://youtu.be/KzP0v8cYIyk •Increased New DonorsConnect •Increased New VolunteersWith NewSupporters •Increased Collaborative Opportunities American Redcross http://youtu.be/3yufZP-LZrk
dosomething.org@dosomething Following Impact 2.4 million young people took Increased campaign signups by action through their campaigns in 590% from 2011 to 2012. 2012. Members collected 1,020,041 pairs 1,425,974 members are doing stuff of jeans for homeless youth through to improve their communities and our Teens for Jeans campaign. the world. Our members recycled over 1.2 786,563 mobile subscribers take million aluminum cans through our action and text us all about it. 50 Cans campaign. 301,390 people like it on Facebook. Our members donated 316,688 592,491 people follow it on Twitter. books to school libraries through our More the 4.5million video views on Epic Book Drive. youtube. 67,808 members stood up to bullying through our Bully Text campaign.
It raised over $250,000 from 10,000 new donorsthrough the groundbreaking Twestival event whichbrought together Twitter communities from all overthe world for fun parties in February 2009. Charity water is using Pinterest to showcase the impact they’re having in the world. They have a “Photo of the Day” album where they share the daily impacts their nonprofit is having on. They show a photo and write a short caption explaining the story behind what’s happening.
#bigbluetest 3 simple steps engage the user. Allows user to post their results on various social media sites using a customized app. The message- Exercise, it keeps you healthy, reduces chances of diabetes and also help those in need by providing them with medicines. With every test taken and posted $5 is donated towards a cause.
Each DROP fills the OCEAN Social media has empowered people with the ability to make a difference in their own capacities Thereis an increasing trend towards giving and uplifting the society to make the world a better place
Social media for socialchange impacting For Profit
OutcomeDove website rank jumped to 3000 in the US duringthe campaign and 25,000 worldwide
Why did this work It targets a hot topic and sensitive emotions It makes the audience feel like they are giving back Customers like to feel “loved” or at least “appreciated” by the brand they intend to purchase It just doesn’t feel like an ad
So what isPromotion of brands, beliefs orbehaviors that have the opportunityand ability to make a measurable andsubstantial difference in societies. Alsocalled – “cause marketing” or“marketing for good”
Businesses emerging out of thisCompanies like Socialvibe are specialising inengaging audiences, particularly throughsocial change channels helping brands suchas: GE, Marriot, Nestle, Microsoft, Visa, Kraft, Nestle, Sony,Microsoft, Apple, Toyota, P&G, etc
What is the goal of this messaging? OF COURSE! True Sincere Real for the causeEffective chain of online social media tools and channels throughcampaigns, tools, downloads
Keep in mind! Strategic relevance to your brand Tie up with a non profit: Colgate smiles facebook app took off (500,000 shares in 5 weeks) after the tie up with an non profit Donations in exchange for people powered media is cheaper than buying ad space
Essentials for a good campaign Preferably, Seek aCreate a Strong Theme Non-Profit Partnerwith Clear Goals Thats Active in Social Media Humanize your InitiativeConnect the Theme, Target a Well-DefinedSponsor, and Non- Audience, understandProfit how they use social media
Conclusion The printing press, newspapers gave us recorded knowledge. Social media enables us to be a producer and access intelligence in other people. its not the information age, it’s the age of networked intelligence. In a world where sustainability is a rising concern, transparency demands brands to become Responsible.
Can a Soap prevent 2.1 million children fromdying ?Can it eradicate diseases such as diarrhoeaand pneumonia in a country with apopulation of over a billion?
The open world, is bringing empowermentand freedom. It’s bringing about a bigchange. It allows to think big, out of bounds.That my dear friends, is the power of socialmedia