Social Media Strategies 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

In the last year


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


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


Snapshot of
Social Media Today


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


Change over 2 years


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


Facebook Demographics


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


MySpace demographic


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


Twitter


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


Facebook vs Twitter

• Facebook is a two-way relationship:
you both agree to be in it

• Twitter is free form:
reciprocity is optional


Facebook vs Twitter

• Facebook is more private, more
similar to normal friendship

• Twitter is more public and broadcast
oriented


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


Your Turn

Tell us what social networks you’re
on (besides the obvious ones)

For example: secondlife, habbo, linkedin
asmallworld, imeem, plaxo, care2,
deviantART


Make the most of
social media


http://theoatmeal.com/comics/facebook_suck


Social media is all about

Trust
but building it takes time


Authentic
be honest,
(even when you have an agenda)


Appropriate
know your audience


Consistent
quantity + quality
reach and frequency


The top 10% of prolific Twitter users accounted
for over 90% of tweets.
June 1, 2009 from Harvard Business Review


Generous
promote like minded thinkers


Personal
reference people by @name,
tailor your message


Responsive
critical for brands online


• 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


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


Case Studies


Challenge
• Let the world know that 350 ppm of
CO2 is the maximum safe level
• We’re at 387ppm


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


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


visit 350.org

Take away

Give your audience the tools
to carry your message

Be willing to give up control


Challenge
• Social Media experiment
• Can the viral effect be used to
generation actual money?

http://beatcancereverywhere.com/


Solution
• Create a 24 hour competition
• Specific, easy “ask”
• every tweet, or Facebook status
earned 1 cent
• Line up corporate sponsors



Result
• $70,000 donated in 24 hours
• to date: 681,000 mentions



Take away

Use a simple “ask”.

Incentivize.



Haiti
Challenge
• Help Haiti rebuild
• Enable American’s to contribute


Haiti
Solution
• SMS Short code donations
• easy “ask”
• Wyclef Jean, White House, and State
Department raised awareness


Haiti
Result
• Over $8 Million dollars raised in the
first day


Haiti
Take Away

Facebook & Twitter aren’t
the only answer


Challenge
• Build a strong internal team
• Position Zappos as a leader
• Develop a culture


Solution
• CEO Tony Hsieh encourages
employees to tweet
• New employees are trained on Twitter
http://www.zapposinsights.com/


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

Take Away

Leading companies are encouraging
more online discussion, not less.


Challenge
• Build awareness around Nelson
Mandela’s legacy
• Each of us can make an imprint
• Encourage opt-in for deeper
messaging


Solution
• Twitter, Facebook, blog, SMS, email,
and Vimeo feeds
• Common voice and brand message
• Interactive experiences


Interactive Experiences


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.


Your turn

What examples can you share?


For example: brighterplanet, livestrong,
do1thing, charitywater


Building a Strategy


Before you start, ask

Why? don’t do just for sake of doing it


Define Success
set specific goal
(and refine your tactics on the fly)


Define Audience
internal or external stakeholders?
demographics
location
psychographics


Responsibility
who manages the community?
one person / multiple
manager / intern


Multiple Vectors
message where your audience is


Voice
use consistent messaging
across platforms


Cultivate your
Audience
actively pursue and cultivate
your community
(this is time consuming!)


Guidelines
set down the rules before
you start


Incentivize
for fast growth, you have to be
compelling


Do it like a pro


Right tools for the job

Co-Tweet
• manage multiple accounts
• assign follow up to other authors
(delegate)


TweetDeck
• desktop & iphone app
• monitor many threads, searches
and trends at once
• monitor twitter & facebook


Hootsuite
• online app
• built-in metrics
• scheduled tweets


Find your audience
• new “lists”
• search.twitter.com

• twitalyzer.com/benchmarks

• wefollow.com

• twittercounter.com


Facebook tips

• Use “Pages” rather than Groups
• Encourage photo tagging
• Facebook causes for non-profits
• Facebook ads are highly targeted
• Barter with app developers


Hook up your site
• live twitter stream on homepage
• re-tweet and facebook badges on
each posts

• disqus.com


The Numbers Game
Having a lot of followers is great...


The Numbers Game

Build a community that can be your
platform
• Will they repeat your message?
•Will they mention you?


Build Feedback loops

• Track your Impact, Engagement,
Influence and Clout daily


Feedback Loops

• Radian6

• Twitalyzer

• Twittercounter.com

• Squawq.com


Call to Action

• Don’t settle for ‘slactivism’
• Ask for easy, immediate actions
• Progressive CTA
(easy, leading to more involved)


What’s Next?


2010 Trends
• Badges and other social capital
• Collective Intelligence
• Brands co-opting social good
• Single sign on systems
• Real time / location aware


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/


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