Leveling Web 2.0 for Social Causes

Leveling Web 2.0 for Social Causes
Aniisu K Verghese
NASSCOM Foundation - ConnectITDay
Harnessing Information Technology for Not for Profits
March 24, 2011

Disclaimer
Due care has been taken while preparing this presentation but the author cannot be held responsible for any misuse or misrepresentation of information. The views expressed in this presentation are those of the author and do not reflect those of the organization he works for. Data for this presentation has been drawn from various sources and is gratefully acknowledged.

Introduction and Context
Over 12 years in advertising, corporate communication, internal communication
Founder member and President of Friends for Life, a road safety NGO
Partnered with CSR wings at Accenture and i-flex
Connection with social media: Internal Communication Blog – Intraskope

Friends for Life
Blog: Roadsense.wordpress.com
World Health Organization website
Partner sites
Events
Web: http://civic.websitewelcome.com/~fflonlin/anishhome.htm
Online communication kit
Focus: road safety awareness and advocacy
Media
World Health Organization report

Non Profit Social Media Landscape
The Non Profit Social Media Decision Guide, 2010

Social networking integral to non-profits’ online strategy
- 74.2% have a presence on Facebookand 30.9% have one or more social networking communities on their own website. - Twitter is the second most popular, used by 57% of organizations - YouTube is still popular with nearly half (47%) of charities indicating they have a presence on this social video-sharing site.
2011 3rd Annual Nonprofit Social Network Benchmark Report

Close to 50% run social media on zero budgets!
2011 3rd Annual
Nonprofit
Social Network
Benchmark
Report

Of those who spend at least two hours a week on each social media channel, 54 percent reported results we considered a substantial success beyond simple growth in the social media tools themselves—for example, an increase in website traffic,
substantive feedback or new volunteers.
The Non Profit Social Media Decision Guide, 2010
Begin small

Not everyone using social media is successful
Oxfam America raised USD 1,00,000 in 5 days through Facebook Causes after the Haiti earthquake in January 2010.In contrast, only a fraction of the 1,80,000 organizations on Facebook have raised over USD 1,000
2010 Non Profit Social Media Benchmarks Study

Making is easy to engage
Basics followed: direct, easy, action oriented
http://www.thebanyan.org/

Social Media for dialogue and crowdsourcing
Blog, RSS
Update sign-ups
Two-way communication, good use of social media tools – podcasts, blogs
Storytelling approach
http://www.soscvindia.org/

Build connection and reach
Missing opportunity to:
engage upfront
give clear direction for visitors
take action
http://www.aksharafoundation.org/

Don’t miss the opportunity to build community
Put the sign-up upfront
‘Find us on Facebook’ link inside ‘Get Involved’ page
Add links to online presence
http://www.christelhouse.org/

Debunking Social Media Myths
Social Media is expensive
It takes time
Is meant for business houses
Requires significant investment
Can be only done by marketing experts
Can’t be measured

Online presence ≠ Social Media
With Social Media comes responsibility
There is no ‘one size fits all’ strategy
Without your staff aligned you don’t have a successful story
Remember…..
Integrity: Align message and behavior
Consistency: Same message across sites, mailers, scripts, campaigns, fairs etc
Transparency: Be honest and clear, do not exaggerate
Responsibility: Double-check claims.
Social Media Realities

4 A Social Media Strategy
Listen to conversations, get an RSS Feed: example, Google Reader
Look up Technorati
Get Google Alerts
Understand social media tools
View how video sharing engages
Partner with search firms
Register for learning forums, associations, webinars
Demonstrate leadership
Collaborate: Wikipedia/PB Wiki
Advocate social media
Join conversations, create content, open up on your events/news, take and post pictures
Begin Tweeting
Bookmark; Delicious, Magnolia, Digg,
Publish perspectives
Monitor and measure - Blogbulse, Technorati, and TwitScoop
Start a Blog (Blogger, Wordpress, Typepad etc)
Answer questions on Linkedin
Integrate your current social media assets; FriendFeed, Socialthing, Plurk

List your cause
http://www.giveindia.org/default.aspx?TPS=RI
Get accredited
http://www.credall.org.in/ourprogrammes/accredited_organisations.htm
Be on Google for Non Profits and Facebook Causes
http://www.google.com/nonprofits/, http://www.facebook.com/causes
Simple Tactics That Work

Final Word
Understand the medium
Focus on basics
Be clear on what you want to accomplish
Establish deep connection with your stakeholders
Keep the dialogue going

References
http://www.giveindia.org/default.aspx?TPS=RI
http://www.nonprofitsocialnetworksurvey.com
http://www.google.com/nonprofits/
http://www.facebook.com/causes
http://www.slideshare.net/andreavitali/nonprofit-social-media-benchmarks-study-2010
Images:
http://blogs.ebrandz.com/wp-content/uploads/2011/03/social-media-rules-of-engagement-visual.jpg
http://socialmediainfluence.com/wp-content/uploads/2010/09/Social-Media-use.png
http://prebynski.com/wp-content/uploads/2010/02/puzzlegoal.jpg

Keep in touch
http://in.linkedin.com/in/aniisu
http://intraskope.wordpress.com/
http://twitter.com/aniisu
http://www.slideshare.net/aniisu
http://www.flickr.com/photos/12291313@N05
intraskope@yahoo.com

Leveling Web 2.0 for Social Causes

by Aniisu K Verghese

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