Social media
Example: How Obama became president through social media
From  this
to this…
A good message is simple, short, memorable , and even  iconic CHANGE “ Yes we can”
Because someone may want to spread your message for you… Stencil for a make-your-own Obama message
Image stenciled on a building 500m from GlobalGiving’s old office.
Complex messages are hard to remember:   USA government’s bank bailout. (Don’t do this!) ? ? ? ?
Your message  is a   cause! Time  is ticking!  Give , Donate, Send money now.  You must  take action . We are  competing.
Your friends will be the first to adopt your message: my cause     our cause
The  Biggest  Word Is  You!
A good message will spread. Source: David Wilcox, The Social Reporter
Corporate = control = democracy + + Source: “What’s next in media: by Neil Perkin
It’s OK to be a person. GlobalGiving Tweet: “Intense debate going around the office about what spice/flavoring/condiment s...
Your supporters need different messages and languages.
 
Where is this?
Where is this? Hint: think strategically!
Strategic thinking: In Germany there are  ZERO voters…  but they will be future allies.
Not every message will applaud you. But if you talk openly about failure, most people will want to help you.
Obama won through social media Source: “The Social Pulpit: Barack Obama’s Social Media toolkit” by Edelman
Source: “Creating Your Organization's Social Media Strategy Map” by Beth Kanter In the end: Iconic Obama art becomes every...
 
The Internet is about interacting…  & dialogue!
The whole idea is to be  in the conversation : To raise your profile. To interact with people in your sector/region. Befor...
“ Being on the internet” means….
there are  A ‘blog’ is one of 200,000,000 conversations happening this minute!
 
is where all the people are posting and watching video.
 
Recent survey: A quarter (25%) of “engaged” donors think the organizations they support are NOT honest or ethical!
Viral marketing  has a simple message, tells you why to share it, and how to “pass-on”
 
Make your message count (and spread)
Engage people BUILD  RELATIONSHIPS Source: “The Social Pulpit: Barack Obama’s Social Media toolkit” by Edelman
BUILD  RELATIONSHIPS Source: “The Social Pulpit: Barack Obama’s Social Media toolkit” by Edelman Engage people… on GlobalG...
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Jan. 22: #2 Social Media

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  • Obama hesitant to use it at first, but the ease with which people adopted it and all the meaning it conveyed to them, changed his mind.
  • Selling it to Americans
  • & comprehensive—he was everywhere in a COORDINATED manner
  • Others spreading your message
  • update
  • According to…?
  • How GG allows you to do this—fundraisers, profiles, share on FB/Twitter, comments on proj. updates, pics on page, subscribe to updates
  • How GG allows you to do this—fundraisers, profiles, share on FB/Twitter, comments on proj. updates, pics on page, subscribe to updates
  • Jan. 22: #2 Social Media

    1. 1. Social media
    2. 2. Example: How Obama became president through social media
    3. 3. From this
    4. 4. to this…
    5. 5. A good message is simple, short, memorable , and even iconic CHANGE “ Yes we can”
    6. 6. Because someone may want to spread your message for you… Stencil for a make-your-own Obama message
    7. 7. Image stenciled on a building 500m from GlobalGiving’s old office.
    8. 8. Complex messages are hard to remember: USA government’s bank bailout. (Don’t do this!) ? ? ? ?
    9. 9. Your message is a cause! Time is ticking! Give , Donate, Send money now. You must take action . We are competing.
    10. 10. Your friends will be the first to adopt your message: my cause  our cause
    11. 11. The Biggest Word Is You!
    12. 12. A good message will spread. Source: David Wilcox, The Social Reporter
    13. 13. Corporate = control = democracy + + Source: “What’s next in media: by Neil Perkin
    14. 14. It’s OK to be a person. GlobalGiving Tweet: “Intense debate going around the office about what spice/flavoring/condiment should be in the 4th holder. Salt, pepper, garlic powder and...?” Response from Stephanie Strom (New York Times): “@GlobalGiving: Cinnamon. Very healthy.”
    15. 15. Your supporters need different messages and languages.
    16. 17. Where is this?
    17. 18. Where is this? Hint: think strategically!
    18. 19. Strategic thinking: In Germany there are ZERO voters… but they will be future allies.
    19. 20. Not every message will applaud you. But if you talk openly about failure, most people will want to help you.
    20. 21. Obama won through social media Source: “The Social Pulpit: Barack Obama’s Social Media toolkit” by Edelman
    21. 22. Source: “Creating Your Organization's Social Media Strategy Map” by Beth Kanter In the end: Iconic Obama art becomes everyone’s tool for self-expression.
    22. 24. The Internet is about interacting… & dialogue!
    23. 25. The whole idea is to be in the conversation : To raise your profile. To interact with people in your sector/region. Before your forced into it. So your communication isn’t only asking for $. 80/20
    24. 26. “ Being on the internet” means….
    25. 27. there are A ‘blog’ is one of 200,000,000 conversations happening this minute!
    26. 29. is where all the people are posting and watching video.
    27. 31. Recent survey: A quarter (25%) of “engaged” donors think the organizations they support are NOT honest or ethical!
    28. 32. Viral marketing has a simple message, tells you why to share it, and how to “pass-on”
    29. 34. Make your message count (and spread)
    30. 35. Engage people BUILD RELATIONSHIPS Source: “The Social Pulpit: Barack Obama’s Social Media toolkit” by Edelman
    31. 36. BUILD RELATIONSHIPS Source: “The Social Pulpit: Barack Obama’s Social Media toolkit” by Edelman Engage people… on GlobalGiving
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