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Social Media for Social Good at Hive Vancouver

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Talk that Julie Szabo and I gave at Hive in Vancouver on November 29, 2011.

Talk that Julie Szabo and I gave at Hive in Vancouver on November 29, 2011.

Published in: Education, Business, Technology

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  • Transcript

    • 1. Social Media for Social Good Julie Szabo and Darren Barefoot
    • 2. Who Are YourPeeps?
    • 3. Engagement Pyramid Core - Leaders Committed - Activists Congregation - Members Community - Listeners Crowd - Aware
    • 4. Audience: Community Online OfflineCharacteristicsActionsMessageWhat do they get?How do theyclimb thepyramid?
    • 5. Audience: Congregation Online Offline Active profile andCharacteristics Dives regularly activity listings Newsletter & Has participatedActions social media in a PA event channels Use tools to sign- Participate in aMessage up for a data dive data dive Online Makes newWhat do they get? recognition with friends/dive badges buddiesHow do they Submits data Organizes a dataclimb the from a dive divepyramid?
    • 6. Custom Asks for Each Audience Segment Find us on Facebook Make product recommendations Create an account Volunteer Core Share with friends Committed DonateCongregation Sign the petitionCommunity Write a product review Crowd Buy
    • 7. A Two-ProngedEngagement Strategy
    • 8. Heartbeats
    • 9. Heartbeat Activities:Website contentSearch engine optimizationEmail marketingPress releasesSocial media updatesOnline advertising
    • 10. Heartbeat Outcomes:Connect with your communityMake low-level asksRaise moneyShine a light on membersEngage members further
    • 11. The Problem
    • 12. Everyone is doingit.
    • 13. Remarkables
    • 14. “Safe is risky, andrisky is safe.” - Seth Godin
    • 15. Remarkables Outcomes:Recruits new membersInspires actions & activitiesConnects with influencersIncreases attention (often media)Improves web presence
    • 16. How Do YouMakeRemarkables?
    • 17. Change the medium of the message.
    • 18. Say it visually.
    • 19. Riff on what the web loves.
    • 20. Enable user contributions.
    • 21. Heartbeat and RemarkablesWorking Together for Good
    • 22. Word of mouth ROIMore actionsLess fatigueStronger volunteer powerImpactRelevanceUps the cool factor
    • 23. IngredientsStrategy: WOMMake great, sharablecontentSome budgetEngaged membersStaff resources
    • 24. Questions?
    • 25. @julieszabo, @dbarefoot