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#Social4Good presentation for #NewhouseSM6 with @dr4ward

#Social4Good presentation for #NewhouseSM6 with @dr4ward

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  • Lotus Marketplace – April 1990 New product that contained names, addresses, and purchasing behavior of 120 million Americans Consumers used message boards and email to contact Lotus and learn how to opt out of list 30,000 people were able to opt out  Considered the first online protest Lotus decided not to release its database
  • Moveon.org - 1998 Simple online petition Designed to send the message “Censure President Clinton and Move on to Pressing Issues Facing the Nation” to Congress Originally sent out to 100 family members and friends Had 100,000 signatures within one week
  • Create a team of passionate people Choose platforms based on desired reach, audience, and interaction Keep accounts active Encourage people to stay involved and persuade them to take action Target audience should feel “heard and important” Stay on top of the “social good” culture Maintain your brand message Be “transparent, energetic, and authentic”
  • Peter Jackson GiveCorps “ Our goal was and is to create a platform that makes it fun, easy and rewarding to learn more and get involved with these organizations in an effort to help them grow their current base of supporters” “ Everyday we bring attention to the work organizations are doing in Baltimore through social media and email. Often people don't realize the amazing things that nonprofits are doing in their own backyard. . ” “ Social media makes giving mainstream and allows organizations to achieve the same collective impact but relying on a greater number of people to do it. And ultimately, I think that's more valuable, because even if the dollars raised between 1,000 younger givers and one foundation grant are the same, there's 1,000 people talking about that organization/social campaign. . ” Network for Good infographic
  • “ From Twitter chats to Facebook pages, social media is a widely used platform for activists and ethical business alike. It allows people all over the world to gather instantly while also providing a two-way conversation when problems need to be addressed.” “ Don't reinvent the wheel , at first. See what's out there. Find out how successful campaigns were accomplished. Then be creative and monitor your success . If one avenue isn't working, another might. It all depends on who you're trying to reach.” Check out Good.is
  • Crowdsourcing Empower the community to do good work on behalf of the organization Humane Society’s 2007 campaign to protest Wendy’s “frosty treatment of animals” Make and submit your own signs to flickr community http://www.flickr.com/groups/wendysvswendys/pool/
  • Foursquare – Big Love Little hearts (works with organizations to ensure children with heart defects get surgery) : designated hashtag to #100x100 to check in, donor contributed 1 dollar for their check in Exposure to three networks (foursquare, facebook, twitter) Video – The Cove – documentary about dolphin capture in Japan Company created a widget Average of 59% of people who viewed the widget interacted with it
  • Mobilizing Actions Micro-volunteers and instant projects Social network The Extraordinaries connect volunteers with projects that cab be accomplished in ten minutes Natural disasters Red Cross mobilized social network to respond to earthquake in Haiti by sending $10 donation through text message Crisis Commons offered digital map to organize relief groups after earthquake
  • Contests to reward social good organizations based on how many votes they can get from social networks Raise funds and gain brand awareness Pepsi Refresh project
  • Cooperation Between Non-profits and Individuals Individuals mobilizing their own social networks “ Free agents” as influencers Shawn Ahmed (@uncultured) wanted to use his network to join forces with the Red Cross, but felt shut out The uncultured project: http://www.youtube.com/UP
  • Solution: Occupy Wallstreet  reaches a broader spectrum of people Solution: HP developed counterfeit technology to help catch knock-offs of its products, and the company repurposed that same technology to help doctors and pharmacies in the developing world detect counterfeit drugs.
  • Accountability: Charity water matched the donations it received and made everything public about how much was raised.
  • write a petition, mobilize support with social media, real media, celebs, website, etc. and then if/when your petition is approved they publicize your success. avoid dullness by having heated topics, or issues that people are really passionate about. process is pretty involved for an individual to start something. Meaning only the really dedicated people/petitions make it through
  • Video shows how to avoid charity fatigue by using humor
  • To Mama With Love is a collaborative online art project that honors moms across the globe and raises funds to invest in remarkable women who are transforming our world. Scheduled for May 3-8, 2011, the site invites participants to create socially shareable "heartspaces" that include words, videos, photos & investments in honor of mamas they love.
  • Logo links to one of the challenges

#social4good Presentation Transcript

  • 1. Chelsea Aures Kristin Mommers Ashly Oehrl SOCIAL MEDIA ACTIVISM #social4good
  • 2.
    • What is social good?
      • “A good or service that benefits the largest number of people in the largest possible way.”
      • corporations focus more on social responsibility
        • business models expand
        • include more social goods in their day-to-day strategy
    INTRODUCTION
    • #social4good
  • 3. FIRST EXAMPLES
    • #social4good
  • 4. FIRST EXAMPLES
    • #social4good
  • 5.
    • Change in public awareness
      • Information circulates freely and quickly
    • Obtaining information from people in our network
      • More persuasive
      • Word of mouth validation
    • Immediate impact and urgency
      • Make it personal
      • Allow for immediate action
    • New technologies change the impact of our communication
      • Ability to act gives us feeling of involvement
    SOCIAL MEDIA REDEFINES ACTIVISM
    • #social4good
  • 6.
    • Passionate people
    • Appropriate platforms
    • Active accounts
    • Know “ Social good ” culture
    • Maintain brand message
    • Be transparent, energetic, and authentic!
    PROPER STRATEGY
    • #social4good
  • 7.
      • Peter Jackson
        • GiveCorps
        • create a platform that makes it fun, easy and rewarding
        • “ Everyday we bring attention to the work organizations are doing in Baltimore through social media and email. Often people don't realize the amazing things that nonprofits are doing in their own backyard. . ”
        • Social media makes giving mainstream
        • achieve the same collective impact
        • Network for Good infographic
    PROPER STRATEGY
    • #social4good
      • @Peter_M_Jackson
  • 8.
      • Stephanie Dickard at Wide Angle Youth Media
        • The MAGIC Foundation and Road Recovery
        • promote our programming and events
        • engage with our community
        • relationships help build awareness
        • Be genuine
        • Find your audience
        • Great guide: www.nonprofitmarketingguide.com
    PROPER STRATEGY
    • #social4good
      • @stephbaltimore
  • 9.
        • Tristan Pollock
          • SocialEarth
          • gather instantly
          • two-way conversation
          • Don't reinvent the wheel,
          • Be creative
          • Monitor your success.
          • Check out Good.is
    PROPER STRATEGY
    • #social4good
      • @writerpollock
  • 10.
    • Crowdsourcing
      • Empower the community
      • Humane Society’s 2007 campaign to protest Wendy’s “frosty treatment of animals”
    CURRENT TRENDS
    • #social4good
  • 11.
    • Location, Mobile Apps and Other Experiments
      • Big Love Little Hearts on Foursquare (Mobile App)
        • @BigLoveLtlHrts
      • The Cove Documentary (Video Widget)
        • @Covemovie_OPS
    CURRENT TRENDS
    • #social4good
  • 12.
    • Mobilizing Actions
      • Micro-volunteers and instant projects
        • Sparked
          • @Sparked
      • Natural disasters
        • Red Cross – text message donations
          • @RedCross
        • Crisis Commons - digital map to organize relief groups after earthquake
          • @CrisisCommonsUK
    CURRENT TRENDS
    • #social4good
  • 13.
    • Benefiting from Cause Marketing
      • Contests to reward social good organizations
        • based on votes from social networks
      • Raise funds and gain brand awareness
    CURRENT TRENDS
    • #social4good
  • 14.
    • Pepsi Refresh
      • http://youtu.be/82mOYDHQLIU 
    CURRENT TRENDS
    • #social4good
  • 15.
    • Cooperation Between Non-profits and Individuals
      • Individuals mobilizing their own social networks
      • “ Free agents” as influencers
        • Shawn Ahmed (@uncultured)
        • The uncultured project: http://www.youtube.com/UP
    CURRENT TRENDS
    • #social4good
  • 16.
    • CrowdVoice (crowdvoice.org)
      • @CrowdVoice
    TOOLS IN USE
    • #social4good
  • 17.
    • Kickstarter (kickstarter.com)
      • @kickstarter
    TOOLS IN USE
    • #social4good
  • 18.
    • Crabgrass (http://crabgrass.riseuplabs.org/)
    TOOLS IN USE
    • #social4good
  • 19.
    • Slacktivism – passive charitable efforts
      • Rather than write a check or volunteer  dedicating a Twitter post or FB status for a day
      • Solution: Occupy Wallstreet
    • Greenwashing
      • when a company promotes social and charitable campaigns to help its brand image or sell products
      • Solution: HP
    WHAT NOT TO DO
    • #social4good
  • 20.
    • Poor Accountability
      • Solution: Charity: water
        • @charitywater
    WHAT NOT TO DO
    • #social4good
  • 21.
    • Dullness
      • Repetition
    • Density
      • Hard to find information
      • Solution to Both: change.org
    WHAT NOT TO DO
    • #social4good
  • 22.
    • Charity Fatigue
      • aversion to seeing bad news
      • Solution: Malaria No More (@malarianomore)
    WHAT NOT TO DO
  • 23.
    • To Mama with Love
    BEST PRACTICES
    • #social4good
  • 24. BEST PRACTICES
    • #social4good
  • 25.
    • The Uniform Project
    BEST PRACTICES
    • #social4good
  • 26. BEST PRACTICES
    • #social4good
  • 27.
    • The Swear Jar
    BEST PRACTICES
    • #social4good
  • 28.
    • Coming up in the holiday season
      • 60% of non-profits see a boost in donations between November and December
      • Make social-good campaign festive and holiday specific
      • Be consistent with previous campaign
      • Start early and plan early
      • Offer donations on someone else’s behalf as a gift
    WHAT’S NEXT
    • #social4good
  • 29.
    • Predictions for the Future
      • Some causes will immediately look to the Internet for exposure and begin there rather than "on the streets"
      • Local causes becoming national concerns
      • Online replaces direct mail for donations
      • E-events
    WHAT’S NEXT
    • #social4good
  • 30. CONCLUSION
    • #social4good