Using Facebook for Advocacy and Social Change <ul><li>Ivan Boothe </li></ul><ul><li>Independent Contractor for the  Genoci...
Web Executive Seminars Social Sites for Social Good February 26, 2008 National Press Club Washington, DC Learn more: www.f...
Can you win with Facebook? <ul><li>(Maybe.) </li></ul>Noise to Signal By Rob Cottingham www.socialsignal.com/ noise-to-sig...
The Genocide Intervention Network <ul><li>The Genocide Intervention Network (GI-Net) empowers its members with the tools t...
Facebook: An Overview <ul><li>Site launched in  2004 </li></ul><ul><li>64 million  users active in last 30 days </li></ul>...
Demographics <ul><li>More than half  of Facebook users are out of college </li></ul><ul><li>As of May 2007,  700,000  user...
Why would you want to use Facebook? <ul><li>To  mobilize  your members in new ways </li></ul><ul><li>To  organize  people ...
Components of Facebook <ul><li>Profiles:  Only available to actual persons.  5,000 connections, unlimited messages </li></...
A Facebook Profile <ul><li>§ Can message unlimited friends § Activity appears in newsfeeds  § Use at your own risk! You wi...
A Facebook Group <ul><li>§ Can’t message members over 1,200 § Activity does not appear in newsfeeds § Includes photos, vid...
A Facebook Page <ul><li>§ No messages § Activity appears in newsfeeds  § Allows for photos, videos, discussion forums and ...
A Facebook Cause <ul><li>§ Many, but not all people have this App installed § One message per week § Five newsfeed notific...
Keys to Success on Facebook <ul><li>It’s about member engagement.   A way to facilitate conversations between you and your...
Success Story #1 Using Student Pressure to Pass Legislation <ul><li>Bill with bipartisan support being held up by Senate c...
Success Story #2 Raising an Issue’s Profile and Engaging Members <ul><li>GI-Net’s student division created “ Picture a Wor...
Picture a World Without Genocide <ul><li>Facebook Photo Campaign </li></ul>
Picture a World Without Genocide <ul><li>Rep. Frank Wolf (VA) </li></ul>
Picture a World Without Genocide <ul><li>Rep. Barbara Lee (CA) </li></ul>
Picture a World Without Genocide <ul><li>John Prendergast, Enough Project </li></ul>
Picture a World Without Genocide <ul><li>STAND Presenters </li></ul>
Picture a World Without Genocide <ul><li>Facebook Photo Campaign </li></ul>
Picture a World Without Genocide <ul><li>Facebook Photo Campaign </li></ul>
Success Story #3 Coordinated Fundraising Through Facebook <ul><li>Annual “DarfurFast” encourages students to refrain from ...
Final Thoughts <ul><li>It’s long-term.  Don’t expect immediate results. </li></ul><ul><li>It takes effort.  You need to be...
LEARN MORE: www.forumone.com/wes  Web Executive Seminars
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Using Facebook for Advocacy and Social Change / Forum One Web Executive Seminar

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A presentation describing how the Genocide Intervention Network used Facebook to promote legislation, raise the profile of an issue, and engage members. The presentation was made Ivan Boothe, Internet Strategy Coordinator. Boothe spoke at Forum One Communication's Web Executive Seminar on February 26, 2008. Learn more at:
http://www.forumone.com/content/calendar/detail/2682. Contact Chris Wolz / cwolz@ForumOne.com.

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  • Using Facebook for Advocacy and Social Change / Forum One Web Executive Seminar

    1. 1. Using Facebook for Advocacy and Social Change <ul><li>Ivan Boothe </li></ul><ul><li>Independent Contractor for the Genocide Intervention Network </li></ul><ul><li>Web Executive Seminar </li></ul><ul><li>26 February 2008 </li></ul>
    2. 2. Web Executive Seminars Social Sites for Social Good February 26, 2008 National Press Club Washington, DC Learn more: www.forumone.com/wes
    3. 3. Can you win with Facebook? <ul><li>(Maybe.) </li></ul>Noise to Signal By Rob Cottingham www.socialsignal.com/ noise-to-signal
    4. 4. The Genocide Intervention Network <ul><li>The Genocide Intervention Network (GI-Net) empowers its members with the tools to prevent and stop genocide. </li></ul><ul><li>Building an anti-genocide constituency. </li></ul><ul><li>Began as a student group in 2004. </li></ul>
    5. 5. Facebook: An Overview <ul><li>Site launched in 2004 </li></ul><ul><li>64 million users active in last 30 days </li></ul><ul><li>85% usage at US four-year universities </li></ul><ul><li>Outside of US, 8m users in UK, 7m in Canada </li></ul>
    6. 6. Demographics <ul><li>More than half of Facebook users are out of college </li></ul><ul><li>As of May 2007, 700,000 users were 35–63 years old; 100,000 users were 64+ </li></ul><ul><li>55,000 networks, including geographical, workplace, and school </li></ul>
    7. 7. Why would you want to use Facebook? <ul><li>To mobilize your members in new ways </li></ul><ul><li>To organize people already interested in your cause </li></ul><ul><li>To coordinate chapters (especially students) </li></ul><ul><li>To attract new people </li></ul>
    8. 8. Components of Facebook <ul><li>Profiles: Only available to actual persons. 5,000 connections, unlimited messages </li></ul><ul><li>Groups: Core application; 99% have this installed. Unlimited connections, no messages for groups over 1,200; allows for discussions, photos and events. </li></ul><ul><li>Pages: Available to all users. Unlimited connections, no messages, unlimited notifications; allows for discussions, photos and embedded applications. </li></ul><ul><li>Causes: Third-party, moderately popular application; 11 million people have this installed. Unlimited connections, one message per week, five notifications per week; allows for discussions, photos, events and donations. </li></ul><ul><li>Other Applications: change.org, ChipIn, ChangingThePresent, custom apps </li></ul>
    9. 9. A Facebook Profile <ul><li>§ Can message unlimited friends § Activity appears in newsfeeds § Use at your own risk! You will be deleted without warning! </li></ul>
    10. 10. A Facebook Group <ul><li>§ Can’t message members over 1,200 § Activity does not appear in newsfeeds § Includes photos, videos, discussion forums </li></ul>
    11. 11. A Facebook Page <ul><li>§ No messages § Activity appears in newsfeeds § Allows for photos, videos, discussion forums and other Apps </li></ul>
    12. 12. A Facebook Cause <ul><li>§ Many, but not all people have this App installed § One message per week § Five newsfeed notifications per week § Allows for donations </li></ul>
    13. 13. Keys to Success on Facebook <ul><li>It’s about member engagement. A way to facilitate conversations between you and your members and among your members. </li></ul>
    14. 14. Success Story #1 Using Student Pressure to Pass Legislation <ul><li>Bill with bipartisan support being held up by Senate committee chair </li></ul><ul><li>Using Facebook , identified and reached out to students in senator’s home state </li></ul><ul><li>Facilitated identification by students of senator’s top donors, using OpenSecrets.org </li></ul>
    15. 15. Success Story #2 Raising an Issue’s Profile and Engaging Members <ul><li>GI-Net’s student division created “ Picture a World Without Genocide ” campaign </li></ul><ul><li>Encouraged high school students to submit photos on Facebook of their activism on Darfur </li></ul><ul><li>Hundreds of pictures were collected and compiled into large poster spelling out “DARFUR” </li></ul>
    16. 16. Picture a World Without Genocide <ul><li>Facebook Photo Campaign </li></ul>
    17. 17. Picture a World Without Genocide <ul><li>Rep. Frank Wolf (VA) </li></ul>
    18. 18. Picture a World Without Genocide <ul><li>Rep. Barbara Lee (CA) </li></ul>
    19. 19. Picture a World Without Genocide <ul><li>John Prendergast, Enough Project </li></ul>
    20. 20. Picture a World Without Genocide <ul><li>STAND Presenters </li></ul>
    21. 21. Picture a World Without Genocide <ul><li>Facebook Photo Campaign </li></ul>
    22. 22. Picture a World Without Genocide <ul><li>Facebook Photo Campaign </li></ul>
    23. 23. Success Story #3 Coordinated Fundraising Through Facebook <ul><li>Annual “DarfurFast” encourages students to refrain from one luxury item and donate proceeds to GI-Net </li></ul><ul><li>Distribution of information happens through both the chapter network and Facebook </li></ul><ul><li>Facebook is key to keeping individual members engaged and inviting friends on campus to take part </li></ul><ul><li>Have raised more than $500,000 in three years of annual events; 2007 saw participation from 450 high schools and 300 colleges </li></ul>
    24. 24. Final Thoughts <ul><li>It’s long-term. Don’t expect immediate results. </li></ul><ul><li>It takes effort. You need to be willing to engage. </li></ul><ul><li>If you want your members to spread your message, you have to trust them. </li></ul>
    25. 25. LEARN MORE: www.forumone.com/wes Web Executive Seminars

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