Social Media for Social Good The Cluetrain Revolution January 27

The World Has Changed

Mass Communications

The Internet Changes That

People Want to be heard Won’t be talked to exclusively Will migrate to where their inclusion is not only necessary, but welcomed And abandon organizations that don’t meet those needs

Want to be heard

Won’t be talked to exclusively

Will migrate to where their inclusion is not only necessary, but welcomed

And abandon organizations that don’t meet those needs

Beware Old School Communicators “ There is no market for messages! ”

“ There is

no market for messages! ”

Meaning Social media tools used with one-way intent do not produce: Donations Email addresses Votes Education Grassroots activism

Social media tools used with one-way intent do not produce:

Donations

Email addresses

Votes

Education

Grassroots activism

The Modern Online Philanthropy

Conversations Can lead to the results organizations want Yet to do that, they must engage in meaningful Two-Way conversations Further engagement is a self-identified act by consumers, donors, activists, etc. A by-product of the conversation Requires use of marketing principles – Call to action

Can lead to the results organizations want

Yet to do that, they must engage in meaningful Two-Way conversations

Further engagement is a self-identified act by consumers, donors, activists, etc.

A by-product of the conversation

Requires use of marketing principles – Call to action

Listen First

How to Listen Thesis 34: To speak in a human voice, companies must share the concerns of their communities. Twitter: search.twitter.com Delicious searches (or other bookmarking sites like Digg, StumbleUpon, Reddit) Blog searches: blogsearch.google.com, s.technorati.com Andy Beal’s Eight free monitoring tools post: http://tinyurl.com/6m89yp

Thesis 34: To speak in a human voice, companies must share the concerns of their communities.

Twitter: search.twitter.com

Delicious searches (or other bookmarking sites like Digg, StumbleUpon, Reddit)

Blog searches: blogsearch.google.com, s.technorati.com

Andy Beal’s Eight free monitoring tools post:

http://tinyurl.com/6m89yp

Image Credits Slide 3 – One way by Marcin Wichary http://www.flickr.com/photos/mwichary/3034631941/ Slide 4 – Yield to oncoming traffic, by Rutlo http://www.flickr.com/photos/rutlo/3095600658/ Slide 10 Listen to Me by MetroJP http://www.flickr.com/photos/metrojp/92038203/

Slide 3 – One way by Marcin Wichary http://www.flickr.com/photos/mwichary/3034631941/

Slide 4 – Yield to oncoming traffic, by Rutlo http://www.flickr.com/photos/rutlo/3095600658/

Slide 10 Listen to Me by MetroJP http://www.flickr.com/photos/metrojp/92038203/

Housekeeping Gtownsm4sg on Delicious.com #gtownsm4sg on Twitter Twitter accounts Facebook group: Social Media for Social Good - Georgetown

Gtownsm4sg on Delicious.com

#gtownsm4sg on Twitter

Twitter accounts

Facebook group: Social Media for Social Good - Georgetown