Social Media for Social Good United Nations Foundation May 4, 2009 Ayelet Baron, Director, Emerging Markets, Cisco Romanus Berg, CIO, Ashoka
THIS PRESENTATION WAS CREATED NOT BY ONE PERSON, BUT BY MANY IT’S A PRESENTATION ABOUT THE POWER OF CONNECTING WITH PEOPLE ONLINE AND USING COMMUNITIES TO GET IT DONE http://www.flickr.com/photos/pogonophobia/
<ul><li>Personal Journey: Early Adoption </li></ul>1 http://www.flickr.com/photos/dimarg/2911584814/
Social media is people sharing information, having conversations and connecting online
184 million bloggers 73% of active online users have read a blog 45% have started their own blog 57% have joined a social network 55% have uploaded photos 83% have watched video clips 39% subscribe to an RSS feed Source: Universal McCann Comparative Study on Social Media Trends April 2008 Source: Neil Perkin ‘What’s Next in Media’ (Slide 9)
Influence Revolution Universal McCann, When Did We Start Trusting Strangers? PRE MEDIA AGE Talk face to face Talk to shop worker Government, monarchy, religious institutions dictate the agenda MASS MEDIA AGE Consult a professional Readers letters Phone in; TV / Radio Talk to shop worker Talk face to face Phone call Professional media dictate SOCIAL MEDIA AGE Personal blog Social network page Widgets Photo sharing site Chat rooms Message boards Video sharing site Comments on blogs Comments on websites Viral emails Wish lists Ratings on retail sites Reviews on retail sites Auction websites Social Bookmarking Chat room Price comparison sites Social shopping sites Consult a professional Readers Letters Phone in; TV / Radio Talk to shop worker Talk face to face Phone call SMS Email Instant Messenger Consumers dictate
Space defined by Media Owner Brand in control One way / Delivering a message Repeating the message Focused on the brand Entertaining Company created content Space defined by Consumer Consumer in control Two way / Being a part of a conversation Adapting the message/ beta Focused on the consumer / Adding value Influencing, involving User created content / Co-creation COMMUNICATIONS MEDIA SOCIAL MEDIA Source: Neil Perkin ‘What’s Next in Media’ (Slide 9)
SUDDENLY MEDIA IS A MASS OF CONVERSATIONS AND YOU CAN’T CONTROL THEM
THE VALUE EQUATION IS CHANGING Content = Attention Content, tools, services = Attention, participation, interaction, content http://www.flickr.com/photos/wespionage/
"Over and over again, connecting people with one another is what lasts online. Some folks thought it was about technology, but it's not.“ Seth Godin Image: http://www.gapingvoid.com/ SOCIAL MEDIA MAY BE HERE TO STAY BUT THE TOOLS ARE TEMPORARY
“ It’s about relationships” Andrew Rogers, Head of User Content Development, RBI…http://engagement101.blogspot.com/
University of Mary Washington Faculty Academy 2007 CogLogDog Blog 2007
Thousands of people from around the world create, upload, share, discuss and purchase original LEGO creations online every day They probably wouldn’t all fit around this table http://www.flickr.com/photos/misbehave/ Willem van der Horst, Strategist, iris Digital…http://icecream4everyone.blogspot.com/
http://www.flickr.com/photos/artsyt/ Start with a Purpose in Mind: Measurable Objectives Are you investing enough time and energy? Is this part of your day or are you chasing time? Can you drive value?
Experiment & Get Tool Mix Right Adapted from: Christian Renaud, Technology Intelligence Group
THE TOOLS ARE OUT THERE WHAT ARE YOUR GOALS? WHAT IS YOUR INVESTMENT? WHAT DOES SUCCESS LOOK LIKE? http://www.flickr.com/photos/stabilo-boss/93136022/
Make it as easy as possible for your fans to find it and spread the word If the web is a mass of conversations, then get talked about Create content and services that are worth passing on CREATE CONTENT THAT IS REMARKABLE http://www.flickr.com/photos/oldflints/
http://neilperkin.typepad.com/only_dead_fish/2008/04/blended-measure.html THINK ABOUT HOW YOU MEASURE It’s not all about page impressions Broader use of hard metrics – users, time spent, interactions, pass-alongs … combined with digital ethnographic measures
Are Twitter Users More Generous than Facebook? Dollars per Click Through Twitter: $4.50 Facebook: $0.29 <ul><li>Twitting for Charity: </li></ul><ul><li>Twitter co-founder Biz Stone launched a campaign asking those with Sept. birthdays to accept online donations in leui of gifts this year </li></ul><ul><li>Donations for Charity:Water, which builds wells in Ethiopia. </li></ul><ul><li>Many did: the site claims to have raised $393,000 since the end of August. </li></ul>
Ref:http://www.fistfulayen.com/blog/ Image: http://www.flickr.com/photos/stoyan/ WHAT WE LEARNED Committed and driven volunteers contributed hundreds of hours of their time Early adopters can get results … but needs to be based on relationships that are long term What if 25 additional charities try this strategy?
Never doubt that a small group of thoughtful, committed citizens can change the world Indeed, it's the only thing that ever has Margaret Mead (1901-1978) US Anthropologist, Author flickr.com/photos/luckytom
Moving from knowledge repositories (people-to-information) to knowledge collaboration (people-to-people) Building A Sustainable Online Network of Social Entrepreneurs and Practitioners for Social Good
OBJECTIVES http://www.flickr.com/photos/arbegofoto/ Focus on the citizen sector as the baseline for implementing successful communities Pilot an online network of practitioners and social entrepreneurs to create dialogue to drive incremental change around solutions Create a scalable “social innovation toolkit” for the developing world to drive an adoption strategy that can be expanded and sustained by other practitioners
“ Communities already exist. Instead, think about how you can help that community do what it wants to do” Mark Zuckerberg
“ The other guys think the purpose of communication is to get information . We think the purpose of information is to foster communication. ” Mark Zuckerberg, CEO Facebook http://www.flickr.com/photos/differentperspective/114394347/ Jason Oke, Director, Strategic Planning, Juniper Park, Canada…http://jasonoke.wordpress.com/
Collaborate Address day-to-day issues and build relationships Engage On real time issues and solutions regardless of geographic location Innovate Leverage practices to scale solutions the right people, issues, and solutions at the right time Connect
Purpose – these are members inherently vested in their mission. Their mission’s outcome can be dramatically amplified by collaborating with fellow experts in the field – something that they largely cannot do today within their own organization, let alone across like-minded organizations and other communities. Reputation – the entire community of members are practitioners and subject matter experts, rather than a primary contributor and a passive audience of consumers. This is also the first ongoing mechanism for these experts to confer, as they’re geographically isolated and have minimal opportunities for collaboration.
LINEAR Scheduled Appointment Sit back Messages NETWORKED On demand Whenever, wherever Participative Experiences We control the way it is delivered We allow you to play with it, pass it on Content we think you’d like Content we know you like (because you’ve told us)
http://www.flickr.com/photos/kamshots/ So What About You?
Community <ul><li>What’s Next In Media and A Presentation About Community, By The Community, Neil Perkin, http://neilperkin.typepad.com </li></ul><ul><li>Beth’s Blog: How Nonprofits Can Use Social Media http:// beth.typepad.com/ </li></ul><ul><li>Using Online Social Networks to Build Buzz, Community & Support for Your Cause, Jonathan Colman, The Nature Conservatory </li></ul><ul><li>Universal McCann, When Did We Start Trusting Strangers? Sept. 2008 </li></ul><ul><li>Social Media for Non-Profits: Great opportunity? Colossal waste of time? The answer is YES, Rebecca Leaman </li></ul>
Questions … <ul><li>We do a lot now with social media. How can social media can help nonprofits achieve their goals? </li></ul><ul><li>What’s the best case scenario of using these tools? </li></ul><ul><li>What’s the time and resources involved to do it well? </li></ul><ul><li>What’s the future going to look like in this area? </li></ul><ul><li>What’s the smart investment we need to make? </li></ul><ul><li>Is there a way to match up a particular social media application with a certain type of goal? </li></ul><ul><li>Given that there is Facebook, Twitter, etc. What works best and when? </li></ul><ul><li>Should campaigns have an official Twitter campaign – is it best to create a hashtag and work around that and let everyone talk about it or should a campaign (like Nothing But Nets) have a Twitter account. </li></ul><ul><li>What is the time needed to be “on Twitter” </li></ul><ul><li>How do you define “success” on these platforms (of course, all related to goals, but what are some kinds of metrics)? </li></ul>