Leveling Web 2.0 for Social Causes


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NAASCOM Foundation invited me to speak on ‘Leveling Web 2.0 for social causes’ at their Connect IT forum at Bangalore on March 24, 2011. The presentation slides share insights and tactics that non profits can benefit from.

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Leveling Web 2.0 for Social Causes

  1. 1. Leveling Web 2.0 for Social Causes<br />Aniisu K Verghese<br />NASSCOM Foundation - ConnectITDay<br />Harnessing Information Technology for Not for Profits<br />March 24, 2011<br />
  2. 2. Disclaimer<br />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.<br />
  3. 3. Introduction and Context<br />Over 12 years in advertising, corporate communication, internal communication<br />Founder member and President of Friends for Life, a road safety NGO<br />Partnered with CSR wings at Accenture and i-flex<br />Connection with social media: Internal Communication Blog – Intraskope<br />
  4. 4. Friends for Life <br />Blog: Roadsense.wordpress.com<br />World Health Organization website<br />Partner sites<br />Events<br />Web: http://civic.websitewelcome.com/~fflonlin/anishhome.htm<br />Online communication kit<br />Focus: road safety awareness and advocacy<br />Media<br />World Health Organization report<br />
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  7. 7. Non Profit Social Media Landscape<br />The Non Profit Social Media Decision Guide, 2010<br />
  8. 8. Social networking integral to non-profits’ online strategy<br />- 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.<br />2011 3rd Annual Nonprofit Social Network Benchmark Report<br />
  9. 9. Close to 50% run social media on zero budgets!<br />2011 3rd Annual<br />Nonprofit<br />Social Network<br />Benchmark<br />Report<br />
  10. 10. 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,<br />substantive feedback or new volunteers.<br />The Non Profit Social Media Decision Guide, 2010<br />Begin small<br />
  11. 11. Not everyone using social media is successful<br />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<br />2010 Non Profit Social Media Benchmarks Study<br />
  12. 12. Making is easy to engage<br />Basics followed: direct, easy, action oriented<br />http://www.thebanyan.org/<br />
  13. 13. Social Media for dialogue and crowdsourcing<br />Blog, RSS<br />Update sign-ups<br />Two-way communication, good use of social media tools – podcasts, blogs<br />Storytelling approach<br />http://www.soscvindia.org/<br />
  14. 14. Build connection and reach<br />Missing opportunity to:<br /><ul><li>engage upfront
  15. 15. give clear direction for visitors
  16. 16. take action</li></ul>http://www.aksharafoundation.org/<br />
  17. 17. Don’t miss the opportunity to build community<br />Put the sign-up upfront<br />‘Find us on Facebook’ link inside ‘Get Involved’ page<br />Add links to online presence<br />http://www.christelhouse.org/<br />
  18. 18. Debunking Social Media Myths<br /><ul><li>Social Media is expensive
  19. 19. It takes time
  20. 20. Is meant for business houses
  21. 21. Requires significant investment
  22. 22. Can be only done by marketing experts
  23. 23. Can’t be measured</li></li></ul><li>Online presence ≠ Social Media<br />With Social Media comes responsibility<br />There is no ‘one size fits all’ strategy<br />Without your staff aligned you don’t have a successful story<br />Remember…..<br />Integrity: Align message and behavior<br />Consistency: Same message across sites, mailers, scripts, campaigns, fairs etc<br />Transparency: Be honest and clear, do not exaggerate<br />Responsibility: Double-check claims. <br />Social Media Realities<br />
  24. 24. 4 A Social Media Strategy<br /><ul><li>Listen to conversations, get an RSS Feed: example, Google Reader
  25. 25. Look up Technorati
  26. 26. Get Google Alerts
  27. 27. Understand social media tools
  28. 28. View how video sharing engages
  29. 29. Partner with search firms
  30. 30. Register for learning forums, associations, webinars
  31. 31. Demonstrate leadership
  32. 32. Collaborate: Wikipedia/PB Wiki
  33. 33. Advocate social media
  34. 34. Join conversations, create content, open up on your events/news, take and post pictures
  35. 35. Begin Tweeting
  36. 36. Bookmark; Delicious, Magnolia, Digg,
  37. 37. Publish perspectives
  38. 38. Monitor and measure - Blogbulse, Technorati, and TwitScoop
  39. 39. Start a Blog (Blogger, Wordpress, Typepad etc)
  40. 40. Answer questions on Linkedin
  41. 41. Integrate your current social media assets; FriendFeed, Socialthing, Plurk</li></li></ul><li>List your cause<br />http://www.giveindia.org/default.aspx?TPS=RI<br /><ul><li>Get accredited </li></ul>http://www.credall.org.in/ourprogrammes/accredited_organisations.htm<br /><ul><li>Be on Google for Non Profits and Facebook Causes</li></ul>http://www.google.com/nonprofits/, http://www.facebook.com/causes<br />Simple Tactics That Work<br />
  42. 42. Final Word<br />Understand the medium<br />Focus on basics<br />Be clear on what you want to accomplish<br />Establish deep connection with your stakeholders<br />Keep the dialogue going<br />
  43. 43. References<br />http://www.giveindia.org/default.aspx?TPS=RI<br />http://www.nonprofitsocialnetworksurvey.com<br />http://www.google.com/nonprofits/<br />http://www.facebook.com/causes<br />http://www.slideshare.net/andreavitali/nonprofit-social-media-benchmarks-study-2010<br />Images:<br />http://blogs.ebrandz.com/wp-content/uploads/2011/03/social-media-rules-of-engagement-visual.jpg<br />http://socialmediainfluence.com/wp-content/uploads/2010/09/Social-Media-use.png<br />http://prebynski.com/wp-content/uploads/2010/02/puzzlegoal.jpg<br />
  44. 44. Keep in touch<br />http://in.linkedin.com/in/aniisu<br />http://intraskope.wordpress.com/<br />http://twitter.com/aniisu<br />http://www.slideshare.net/aniisu<br />http://www.flickr.com/photos/12291313@N05<br />intraskope@yahoo.com<br />