SOCIAL MEDIA FOR SOCIAL
        GOOD:
     Progress and Predictions
GRADON TRIPP
           FOUNDER
SOCIAL MEDIA FOR SOCIAL CHANGE
NONPROFITS HAVE AWAKENED TO THE
  POSSIBILITIES OF SOCIAL MEDIA.
2009 Economy
Social media gives nonprofits an
opportunity to stand out AND reach out
         -- without going broke
It’s not the tools...
it’s what you do with them.
Moving from broadcasting to
          engaging
Stop thinking about them as a mailing list...
  Think about them as your community!
Smart nonprofits won’t just
                               share their message...




...they’ll listen and respond
to the ...
And not being lone rangers!
SURVEY ON THE STATE OF
 GIVING IN THE SOCIAL
  MEDIA COMMUNITY
56% GAVE TO SPECIFIC CAMPAIGNS, NOT IN
A PLANNED WAY TO THE SAME CAUSE EACH
                YEAR.
          Same cause   S...
64% ARE GIVING MORE THAN
  THEY WERE 5 YEARS AGO
      Giving less    Giving more




                    36%

        64%
HOW DID THEY HEAR ABOUT
ORGANIZATIONS THEY SUPPORT?


                                                   60


            ...
WHY DO THEY SUPPORT
THESE ORGANIZATIONS?
                                                       70



                    ...
HOW DO THEY KEEP TABS ON THE
LATEST FROM ORGANIZATIONS THEY
           SUPPORT?

                                         ...
THIS MEANS PEOPLE IN
             SOCIAL MEDIA:

• Care   about the social good

• Want   to contribute

• Want   to learn...
HERE'S HOW TO MAKE IT
   HAPPEN IN 2009
   (AND BEYOND):
1. KNOW YOUR VISION
2. FIND YOUR COMMUNITY
3. SHARE YOUR VISION & STORY WITH THEM
4. INVITE THEM TO ACT
5. Invite them to share your message.
6. Find groups doing what you do
    AND WORK TOGETHER
So what's the takeaway for your
         organization?
Maymont




•   Tell people how to get involved -   •   Flickr Group
    more calls to action
                            ...
Fetch a Cure



•   Clean vision/story/call to action.   •   Find & engage online dog
                                    ...
SOCIAL MEDIA FOR SOCIAL
        GOOD
       ~~~~~~~
      QUESTIONS?
              Gradon Tripp
                Founder
  ...
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Social Media for Social Good: Progress and Predictions

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Keynote presentation I made for Strategic Leadership and Social Media for Social Change at the Jepson School for Leadership Studies at the University of Richmond.

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  • Thank Doug for intro

    Sue Robinson, Shannon Best, everyone @ U of Richmond
    Strategic Leadership and Social Media for Social Good Conference
    for having me

    Doug, Kira Siddall, Nathan Hughes & rest Soc Med Club Richmond
  • Idea for SM4SC in June 2008 in blog post
    Use “tweetups” to raise funds & build awareness for good causes.

    2 in-person fundraising events, raising nearly $35,000

    And a few online awareness campaigns.

    We’ve had the chance to work with a number of great causes, and find that --->
  • June - U Mass Dartmouth released study of top 200 NPOs
    Use Soc Med more than Fortune 500 & U.S. colleges & universities.

    57% have blogsVery interesting
    89% - used one form of SM or anotherin light of...
    79% - used Soc Net and Video Blogging, each
    75% - monitor web for buzz/chatter about them
    90% - blogs are successful
    +80% - social media is at least “somewhat” important to their cause
  • Govt. funds, personal charitable contributions cut.

    Foundation endowments follow stock market, so that sector’s been hurt.

    1.8M charities - More demand for services, less available resources.
  • Costs nothing but time
    In real time
    Easy to share
    Find people that otherwise would never
    Can experiment, test fresh ways to get vision across
  • Early on in push to use Soc Med 4 Soc Good, focus was getting ppl signed up for accounts.

    Have FB, Twitter, ppl will come & all prob’s be solved.

    It’s not the application, it’s the conversations that happen on it.
    Not fundraising, it’s awareness.

    Ask yourself:
    What can you tweak about your message to engage your community more effectively?
  • Moving from traditional NPO direct marketing
    twice-a-year appeals for donations
    monthly newsletters/emails
    to Focus on new ways of
    getting support
    building your message
    finding your community
  • Instead of donors or mailing list, think about how you’ll get your next
    evangelists, advocates
    volunteers, cause partners
    grassroots supporters - those who will stand up - without being asked - and work for the good of your cause?

    Again, ask yourself:
    What are all the ways someone can give of themselves for my organization, and how am I inspiring them to do so?
  • The key to growth for NPOs won’t be just how they share their message, but how they listen & respond to those who will spread it.

    You need to:
    Have the ability to find new ppl to join your community
    Have willingness to try new things
  • AND DON’T THINK YOU CAN DO IT YOURSELF!

    Partner up & make things happen

    Don’t know how to do something? Ask in your org & throughout your community - you’ll be surprised who has talents you never knew of.

    “It takes a village”
  • SM4SC Survey on the State of Giving in the Social Media Community

    3 weeks - May-June
    >300 particpants gave insights into the hows & whys of their giving
  • They care about being asked
    being informed.
    They want to know what up, right now
    why you need their support.
  • See the need, and contribute.
  • 50% - friends in any way
    42% - blog post
    37% - Facebook
    53% - Twitter

    Twitter is all about sharing information, natural place to hear about new causes.
  • 70% - passionate about a cause
    >50% - recommendation from friend or colleague
    >45% - cause resonates with their personal experience

    Connect with people, give them a reason to be passionate about your cause, and a reason to share that passion with their community.
  • 53% via email
    41% via Twitter
    60% via FB or other Soc Net

    Email still a killer app, but building a community is of growing importance.
  • Six steps to begin a social media campaign at your organization.
  • Charity: Water - straightforward vision - 1 in 6 have no drinking water; we’re going to fix it.
    carries over into everything they do -
    from site, to blog & other soc med channels.
    Message of hope, opportunity for change

    Ask yourself, “What do we do?”
    You should be able to answer quickly, in 2-3 short sentences?
    If not, work on this.
  • Social Media for Social Good: Progress and Predictions

    1. 1. SOCIAL MEDIA FOR SOCIAL GOOD: Progress and Predictions
    2. 2. GRADON TRIPP FOUNDER SOCIAL MEDIA FOR SOCIAL CHANGE
    3. 3. NONPROFITS HAVE AWAKENED TO THE POSSIBILITIES OF SOCIAL MEDIA.
    4. 4. 2009 Economy
    5. 5. Social media gives nonprofits an opportunity to stand out AND reach out -- without going broke
    6. 6. It’s not the tools... it’s what you do with them.
    7. 7. Moving from broadcasting to engaging
    8. 8. Stop thinking about them as a mailing list... Think about them as your community!
    9. 9. Smart nonprofits won’t just share their message... ...they’ll listen and respond to the folks who will spread it.
    10. 10. And not being lone rangers!
    11. 11. SURVEY ON THE STATE OF GIVING IN THE SOCIAL MEDIA COMMUNITY
    12. 12. 56% GAVE TO SPECIFIC CAMPAIGNS, NOT IN A PLANNED WAY TO THE SAME CAUSE EACH YEAR. Same cause Specific campaign 44% 56%
    13. 13. 64% ARE GIVING MORE THAN THEY WERE 5 YEARS AGO Giving less Giving more 36% 64%
    14. 14. HOW DID THEY HEAR ABOUT ORGANIZATIONS THEY SUPPORT? 60 45 30 15 Friend Blog post 0 Facebook Twitter
    15. 15. WHY DO THEY SUPPORT THESE ORGANIZATIONS? 70 53 35 18 Passionate Recommendation 0 Resonates
    16. 16. HOW DO THEY KEEP TABS ON THE LATEST FROM ORGANIZATIONS THEY SUPPORT? 60 45 30 15 Email Twitter 0 Facebook/other
    17. 17. THIS MEANS PEOPLE IN SOCIAL MEDIA: • Care about the social good • Want to contribute • Want to learn about organizations • Keep in touch via Social Media
    18. 18. HERE'S HOW TO MAKE IT HAPPEN IN 2009 (AND BEYOND):
    19. 19. 1. KNOW YOUR VISION
    20. 20. 2. FIND YOUR COMMUNITY
    21. 21. 3. SHARE YOUR VISION & STORY WITH THEM
    22. 22. 4. INVITE THEM TO ACT
    23. 23. 5. Invite them to share your message.
    24. 24. 6. Find groups doing what you do AND WORK TOGETHER
    25. 25. So what's the takeaway for your organization?
    26. 26. Maymont • Tell people how to get involved - • Flickr Group more calls to action • YouTube Channel • Add Community page to site • Search Twitter to connect with • Set up a blog similar people & organizations
    27. 27. Fetch a Cure • Clean vision/story/call to action. • Find & engage online dog communities. • Take advantage of the cute factor! • Blog - Buster Brown would be great! • Has a Facebook Cause, should add Page as well. • Engage with communities on Twitter/Flickr/YouTube
    28. 28. SOCIAL MEDIA FOR SOCIAL GOOD ~~~~~~~ QUESTIONS? Gradon Tripp Founder Social Media for Social Change gradontripp.com gradon@gradontripp.com @gradontripp
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