Social Media For Social Good

Social Media for Social Good Corey Szopinski (@coreyszopinski) Owner, Core Industries (@coreindustries) #sm4sg #SB2010BOS Thursday, February 11, 2010

Me Bio Owner of Core Industries and Gunnar. Entrepreneur+Designer+Developer+Motorcycler. Core Industries Bio core industries creates interactive experiences for organizations that do no harm. let's grow. Location Brooklyn, NY #sm4sg @coreyszopinski Thursday, February 11, 2010

#sm4sg @coreyszopinski Thursday, February 11, 2010

In the last year #sm4sg @coreyszopinski Thursday, February 11, 2010

We’re going to cover: • Snapshot of the social media landscape • Get the most from social media • Case Studies • Tactics and Analytics • What to watch for in 2010 #sm4sg @coreyszopinski Thursday, February 11, 2010

Your Turn Tweet the hashtags that you watch. (don’t forget to include #sm4sg) For example, these tags are interesting to watch: #csr, #sustainability, #socent, #socialmedia Thursday, February 11, 2010

Snapshot of Social Media Today #sm4sg @coreyszopinski Thursday, February 11, 2010

Top 10 Social Networks Facebook 350 Million Us. Growing Int’l Qzone (QQ) 200 Million China MySpace 130 Million Trends lower income Windows Live 120 Million Blogging (MSN Spaces) Habbo 117 Million International Orkut 100 Million Google, Brazil & India Friendster 90 Million Asia hi5 80 Million India, Thailand, Cent Am. Twitter 75 Million US & International Tagged 70 Million source: Wikipedia, various #sm4sg @coreyszopinski Thursday, February 11, 2010

Change over 2 years #sm4sg @coreyszopinski Thursday, February 11, 2010

Facebook age breakdown 2009 2010 42 MM (US) 117 MM (US) 2% 13% 17% 14% 11% 21% 68% 54% 0-17 18-34 35-49 50+ 0-17 18-34 35-49 50+ source: Quantcast #sm4sg @coreyszopinski Thursday, February 11, 2010

Facebook Demographics #sm4sg @coreyszopinski Thursday, February 11, 2010

MySpace age breakdown 2009 2010 71 MM (US) 71 MM (US) 8% 1% 10% 10% 20% 24% 67% 60% 0-17 18-34 35-49 50+ 0-17 18-34 35-49 50+ source: MySpace #sm4sg @coreyszopinski Thursday, February 11, 2010

MySpace demographic #sm4sg @coreyszopinski Thursday, February 11, 2010

Twitter age breakdown 2009 2010 6.1 MM (US) 23 MM (US) 8%0% 13% 11% 24% 21% 68% 54% 0-17 18-34 35-49 50+ 0-17 18-34 35-49 50+ source: Quantcast #sm4sg @coreyszopinski Thursday, February 11, 2010

Twitter #sm4sg @coreyszopinski Thursday, February 11, 2010

Niche networks • QQ - Big in China • Orkut - Brazil, India (half of BRIC) • Ning - create your own • Chatter / Yammer - Corporate Twitter • Muxlim - Muslim focus • Cyworld - South Korea • Vkontakte - Russia • Foursquare / Gowalla / Loopt #sm4sg @coreyszopinski Thursday, February 11, 2010

Facebook vs Twitter • Facebook is a two-way relationship: you both agree to be in it • Twitter is free form: reciprocity is optional #sm4sg @coreyszopinski Thursday, February 11, 2010

Facebook vs Twitter • Facebook is more private, more similar to normal friendship • Twitter is more public and broadcast oriented #sm4sg @coreyszopinski Thursday, February 11, 2010

RT @unmarketing: Web 1.0 was about content, copy, and communication. 2.0 is about collaboration, connection, and conversation. ;) 9:08 AM Feb 6th from TweetDeck #sm4sg @coreyszopinski Thursday, February 11, 2010

Your Turn Tell us what social networks you’re on (besides the obvious ones) (don’t forget to include #sm4sg) For example: secondlife, habbo, linkedin asmallworld, imeem, plaxo, care2, deviantART Thursday, February 11, 2010

Make the most of social media #sm4sg @coreyszopinski Thursday, February 11, 2010

http://theoatmeal.com/comics/facebook_suck #sm4sg @coreyszopinski Thursday, February 11, 2010

Social media is all about Trust but building it takes time #sm4sg @coreyszopinski Thursday, February 11, 2010

Authentic be honest, (even when you have an agenda) #sm4sg @coreyszopinski Thursday, February 11, 2010

Appropriate know your audience #sm4sg @coreyszopinski Thursday, February 11, 2010

Consistent quantity + quality reach and frequency #sm4sg @coreyszopinski Thursday, February 11, 2010

The top 10% of prolific Twitter users accounted for over 90% of tweets. June 1, 2009 from Harvard Business Review #sm4sg @coreyszopinski Thursday, February 11, 2010

Generous promote like minded thinkers #sm4sg @coreyszopinski Thursday, February 11, 2010

Personal reference people by @name, tailor your message #sm4sg @coreyszopinski Thursday, February 11, 2010

Responsive critical for brands online #sm4sg @coreyszopinski Thursday, February 11, 2010

• Don’t criticize, condemn or complain • Give honest, sincere appreciation • Arouse in the other person an eager want • Smile • A person’s name is the most important sound • Be a good listener • Talk about other person’s interests • Make the other person feel important #sm4sg @coreyszopinski Thursday, February 11, 2010

IBM’s Social Media Guidelines • Follow IBM conduct guidelines • Be who you are • Be thoughtful • Respect your audience • Don’t pick fights • Use your best judgement • Protect confidential information • Add value • Don’t forget your day job #sm4sg @coreyszopinski Thursday, February 11, 2010

Case Studies #sm4sg @coreyszopinski Thursday, February 11, 2010

Challenge • Let the world know that 350 ppm of CO2 is the maximum safe level • We’re at 387ppm #sm4sg @coreyszopinski Thursday, February 11, 2010

Solution • piggybacked on the Obama election, and Copenhagen • Social media, local meetings, OpEd • robust action toolkit http://www.350.org/action-resources • partnerships with other organizations #sm4sg @coreyszopinski Thursday, February 11, 2010

visit 350.org Result • created “the most widespread day of political action in the planet's history” • 25,000 photos uploaded from around the world #sm4sg @coreyszopinski Thursday, February 11, 2010

visit 350.org Take away Give your audience the tools to carry your message Be willing to give up control #sm4sg @coreyszopinski Thursday, February 11, 2010

Challenge • Social Media experiment • Can the viral effect be used to generation actual money? http://beatcancereverywhere.com/ #sm4sg @coreyszopinski Thursday, February 11, 2010

Solution • Create a 24 hour competition • Specific, easy “ask” • every tweet, or Facebook status earned 1 cent • Line up corporate sponsors http://beatcancereverywhere.com/ #sm4sg @coreyszopinski Thursday, February 11, 2010

Result • $70,000 donated in 24 hours • to date: 681,000 mentions http://beatcancereverywhere.com/ #sm4sg @coreyszopinski Thursday, February 11, 2010

Take away Use a simple “ask”. Incentivize. http://beatcancereverywhere.com/ #sm4sg @coreyszopinski Thursday, February 11, 2010

Haiti Challenge • Help Haiti rebuild • Enable American’s to contribute #sm4sg @coreyszopinski Thursday, February 11, 2010

Haiti Solution • SMS Short code donations • easy “ask” • Wyclef Jean, White House, and State Department raised awareness #sm4sg @coreyszopinski Thursday, February 11, 2010

Haiti Result • Over $8 Million dollars raised in the first day #sm4sg @coreyszopinski Thursday, February 11, 2010

Haiti Take Away Facebook & Twitter aren’t the only answer #sm4sg @coreyszopinski Thursday, February 11, 2010

Challenge • Build a strong internal team • Position Zappos as a leader • Develop a culture #sm4sg @coreyszopinski Thursday, February 11, 2010

Solution • CEO Tony Hsieh encourages employees to tweet • New employees are trained on Twitter http://www.zapposinsights.com/ #sm4sg @coreyszopinski Thursday, February 11, 2010

Result • Many employees are prolific tweeters • Tony has a platform for releasing info and positioning • over $1 Billion revenue in 10 years • Listed on Fortune’s best companies to work for • purchase by Amazon for $928 MM #sm4sg @coreyszopinski Thursday, February 11, 2010

Take Away Leading companies are encouraging more online discussion, not less. #sm4sg @coreyszopinski Thursday, February 11, 2010

Challenge • Build awareness around Nelson Mandela’s legacy • Each of us can make an imprint • Encourage opt-in for deeper messaging #sm4sg @coreyszopinski Thursday, February 11, 2010

Solution • Twitter, Facebook, blog, SMS, email, and Vimeo feeds • Common voice and brand message • Interactive experiences #sm4sg @coreyszopinski Thursday, February 11, 2010

Interactive Experiences #sm4sg @coreyszopinski Thursday, February 11, 2010

Has social media come of age? RT @mashable:http://bit.ly/8NfjSP <-- Pepsi has no Super Bowl ad today- 1st time in 23yrs. Spending $20M on social media instead. #sm4sg @coreyszopinski Thursday, February 11, 2010

Your turn What examples can you share? (don’t forget to include #sm4sg) For example: brighterplanet, livestrong, do1thing, charitywater Thursday, February 11, 2010

Building a Strategy #sm4sg @coreyszopinski Thursday, February 11, 2010

Before you start, ask Why? don’t do just for sake of doing it #sm4sg @coreyszopinski Thursday, February 11, 2010

Define Success set specific goal (and refine your tactics on the fly) #sm4sg @coreyszopinski Thursday, February 11, 2010

Define Audience internal or external stakeholders? demographics location psychographics #sm4sg @coreyszopinski Thursday, February 11, 2010

Responsibility who manages the community? one person / multiple manager / intern #sm4sg @coreyszopinski Thursday, February 11, 2010

Multiple Vectors message where your audience is #sm4sg @coreyszopinski Thursday, February 11, 2010

Voice use consistent messaging across platforms #sm4sg @coreyszopinski Thursday, February 11, 2010

Cultivate your Audience actively pursue and cultivate your community (this is time consuming!) #sm4sg @coreyszopinski Thursday, February 11, 2010

Guidelines set down the rules before you start #sm4sg @coreyszopinski Thursday, February 11, 2010

Incentivize for fast growth, you have to be compelling #sm4sg @coreyszopinski Thursday, February 11, 2010

Do it like a pro #sm4sg @coreyszopinski Thursday, February 11, 2010

Right tools for the job Co-Tweet • manage multiple accounts • assign follow up to other authors (delegate) #sm4sg @coreyszopinski Thursday, February 11, 2010

Right tools for the job TweetDeck • manage multiple accounts • desktop & iphone app • monitor many threads, searches and trends at once • monitor twitter & facebook #sm4sg @coreyszopinski Thursday, February 11, 2010

Right tools for the job Hootsuite • manage multiple accounts • online app • built-in metrics • scheduled tweets #sm4sg @coreyszopinski Thursday, February 11, 2010

Find your audience • new “lists” • search.twitter.com • twitalyzer.com/benchmarks • wefollow.com • twittercounter.com #sm4sg @coreyszopinski Thursday, February 11, 2010

Facebook tips • Use “Pages” rather than Groups • Encourage photo tagging • Facebook causes for non-profits • Facebook ads are highly targeted • Barter with app developers #sm4sg @coreyszopinski Thursday, February 11, 2010

Hook up your site • live twitter stream on homepage • re-tweet and facebook badges on each posts • disqus.com #sm4sg @coreyszopinski Thursday, February 11, 2010

The Numbers Game Having a lot of followers is great... #sm4sg @coreyszopinski Thursday, February 11, 2010

The Numbers Game Build a community that can be your platform • Will they repeat your message? •Will they mention you? #sm4sg @coreyszopinski Thursday, February 11, 2010

Build Feedback loops • Track your Impact, Engagement, Influence and Clout daily #sm4sg @coreyszopinski Thursday, February 11, 2010

Feedback Loops • Radian6 • Twitalyzer • Twittercounter.com • Squawq.com #sm4sg @coreyszopinski Thursday, February 11, 2010

Call to Action • Don’t settle for ‘slactivism’ • Ask for easy, immediate actions • Progressive CTA (easy, leading to more involved) #sm4sg @coreyszopinski Thursday, February 11, 2010

What’s Next? #sm4sg @coreyszopinski Thursday, February 11, 2010

2010 Trends • Badges and other social capital • Collective Intelligence • Brands co-opting social good • Single sign on systems • Real time / location aware #sm4sg @coreyszopinski Thursday, February 11, 2010

Thanks This deck available at: core-industries.com/talks/SocialMediaSocialGood.pdf Additional resources •Danah Boyd, Microsoft Social Media Researcher http://www.danah.org/ •Dan Zarrella, Social Media Scientist http://danzarrella.com/ #sm4sg @coreyszopinski Thursday, February 11, 2010

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Social Media For Social Good

by Core Industries, LLC

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Social Media For Social Good Presentation Transcript