Social Media for Social Good

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Presentation given at the Ad Council Partner Conference on how to apply best practices to social cause marketing using social media. Includes case studies.

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Social Media for Social Good

  1. 1. Social Media for Social Good. <ul><li>Ian Schafer, CEO </li></ul>
  2. 2. “ Participation in online community membership has particularly dramatic effects on participation in social causes.”
  3. 3. 75% of people who are members of online communities said they use the Internet to participate in communities related to social causes ( up 30% from 2006).
  4. 4. 40% say that they use the Internet at least monthly to participate in such communities.
  5. 5. 87% of online community members are participating in social causes that are new to them since their involvement in online communities began.
  6. 6. 94% said the Internet helps them become more informed about social causes.
  7. 7. 21% of online community members said their involvement in non-profit organizations has increased.
  8. 8. How do we activate social media -- and make it successful ? And how does this apply to causes ?
  9. 9. <ul><li>identify </li></ul><ul><li>develop </li></ul><ul><li>engage + recruit </li></ul><ul><li>promote + distribute </li></ul><ul><li>empower </li></ul><ul><li>participate </li></ul>
  10. 11. cause cause cause cause
  11. 12. the evolution of donated media then now
  12. 13. case study: the exponential action network
  13. 15. the ad
  14. 18. the widget
  15. 19. case study: smokey the facebook profile
  16. 24. What’s next? <ul><li>mobile </li></ul><ul><li>open APIs </li></ul><ul><li>platform interoperability </li></ul><ul><li>applications and widgets </li></ul><ul><li>social media targeting & measurement </li></ul>
  17. 25. Who’s next?

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