Move the needle: Get your supporters to take action
Move the Needle!How to mobilize yoursupporters to take action A Socialbrite Bootcamp JD Lasica Sloane Berrent @jdlasica @sloane Sustainatopia April 4, 2011
What we’ll cover today Part 1: Social media ecosystem Part 2: Advocacy campaigns with impact Part 3: 12 steps to activate your supporters Part 4: Community tools for social change Wrapup: Summary & next steps
Relax! Creative Commons photo on Flickr by Nattu resources: http://bit.ly/movetheneedle
Today’s hashtag Creative Commons photo on Flickr by Prakhar Tweet this talk! Hashtag: #moveneedle
Glossary for new terms “ Social media: Any online technology or practice that lets us share (content, opinions, insights, experiences, media) and have a conversation about the ideas we care about. ” http://socialbrite.org/glossary
8 color handouts! Be happy! http://bit.ly/movetheneedle
1. ECOSYSTEMTypes of social media• Blogs• Social networks• Microblogs (Twitter)• Online video (YouTube, Vimeo, Viddler)• Widgets• Photo sharing (Flickr, Photobucket, etc.)• Podcasts• Virtual worlds• Wikis• Social bookmarking• Forums• Presentation sharing
Social media: Dizzying growth 77% US adults are frequent social media users.* 141 million active blogs (vs. 12,000 in 2000); almost 1 million blog posts created per day; over 346 million people globally read blogs 6 of top 10 websites in US are social sites (YouTube, Facebook, Wikipedia, Blogger, Craigslist, Twitter) Flickr: 35 million people, 4 billion-plus photos Wikipedia: 10 million users have contributed 18 million articles YouTube: 2 billion videos streamed per day Text messages per day: 4.5 billion (vs. 400,000 in 2000) Whenever someone opens a computer, 60% of time it’s for social reasons. *source: Nielsen Online, spring 2010
Revolutionizing revolutionsEgypt: 18 days from Facebook-organized protest to Mubarak’s fallFacebook group One Million Voices Against FARC mobilized 10 millionpeople to march against FARC in hundreds of cities in ColombiaDifferent outcome in Iran & Myanamar
Facebook: The social network Nearly 600 million members worldwide — 71.2% of US Internet users are on Facebook
Twitter: Steady growth 295% annual growth rate in U.S., 300,000 new users/day — and 30 billion tweets
Search your heart & soulBefore we talk tools, technology or campaigns, do aself-assessment with your team.Why are you doing this?What core values drive yourorganization?What change would you liketo see in the world?Is there clarity about what yourorganization is trying to achieve?Why should people care?Do you have an idea worth spreading?
2 . A D V O C A C Y C A M PA I G N STypes of cause campaigns1. Raise awareness, build authority for your cause or enterprise2. Sign up new members3. Raise funds, solicit micro-loans4. Sign online petitions5. Spur ofﬂine action: enlist people to attend an event or call Congress6. Find new volunteers or ambassadors7. Grow a mailing/newsletter list8. Attract new Facebook or Twitter followers9. Ask people to create content for you
CASE STUDYNo on 8 Wedding Registry1,700 couples raised $1 million+ for Equality California
CASE STUDYSMA: Tweet for a Cure2,907 people have tweeted reaching 1.6 million followers http://gwendolynstrongfoundation.org/twitter
CASE STUDYGrassroots MappingBalloon aerial images of Gulf Oil Spill funded by Kickstarter grassrootsmapping.org
CASE STUDYcharity:water & Twestival charity:water: making a difference in Honduras
CASE STUDYCauseitsmybirthday.com 7 days, 7 cities, $19,347 donated for malaria nets
CASE STUDYCrisis mapping Members of the Japanese OpenStreetMap communitylaunched an Ushahidi platform for Japan just hours after the devastating earthquake struck the country.
CASE STUDYGreenpeace & Nestlé Boycott Nestlé pages on Facebook
CASE STUDYGreenpeace & Nestlé Nestlé Killer microsite
CASE STUDYGreenpeace & NestléGreenpeace bought Google AdWords for Nestle & Greenpeace
CASE STUDYGreenpeace & Nestlé Nestlé waves the white ﬂag
Other dream campaigns National Wildlife Federation raised $100,000 using social media after Gulf Oil Spill. Concert fundraisers raised nearly $50,000. Red Cross’s Text Haiti campaign raised $32 million. Oxfam UK received $50,000 via link in YouTube video posted day after Haiti quake. Salvation Army text2give donations in 2010: $17,000. Mobile donations in 7 days after Japan quake: $130,000.
3 . 1 2 S T E P S T R AT E G Y12 steps to mobilize your cause 1. First, listen and observe 2. Set clear goals & deﬁne metrics 3. Deﬁne a clear theme 4. Frame it with a personal story 5. Create lightweight media 6. Create a simple call to action 7. Create a conversation hub for participants 8. Generate an Attention Wave 9. Find your champions! Turn inﬂuencers into evangelists10. Use immediacy & urgency: Headlines & deadlines11. Consider a mobile component12. Create real-world events
1. Create a listening post Set up a listening post (monitoring dashboard) to track what’s being said about your organization or cause. Listen before engaging. Deputize folks to do this. Supplement with a social media dashboard. Engage before the Ask Deeper dive—monitoring: http://bit.ly/movetheneedle
2. Set goals, map metricsGoals Metrics to measure Grow email list of supporters # newsletter, RSS subscribers Increase comments on blog avg. # comments/post Increase website visibility increase in trafﬁc or linkback #s Increase positive mentions mentions in social networks of brand or cause Have visitors stick around stick rate, bounce rate Make our content more viral # of shares Get people to take action # of petition signatures Get people to attend event # of registrants, year over year Deeper dive—metrics: http://bit.ly/movetheneedle
3. Define a clear theme Boil down your cause to a strong, single sentence Vittana: Help anyone go to college Alter Eco: Support fair trade ActBlue: Elect progressive candidates DonorsChoose: Support public classrooms in need
Break! Creative Commons BY photo on Flickr by Tom@HK
4. Find the emotional center Tell a personal story — use videos or photos to make us feel invisiblepeople.tv
Stories of hope Credit: Skid Row Housing Trust / Project 50, Los AngelesEd Givens, 30 years on Skid Row ... ... and today. 100khomes.org from Common Ground
100,000 Homes Credit: Project H3, PhoenixDonna, on the streets ... ... on now on her apt’s coop board.
5. Create lightweight media Room to Read: Winner of TechSoup Storytelling Challenge Deeper dive—media: http://bit.ly/movetheneedle
6. Create conversation hub Where will you engage with supporters? Your blog Community site (WiserEarth) Facebook Social hub (Change.org) Twitter Contest site Deeper dive—community: http://bit.ly/movetheneedle
Enable conversation anywhere Avoid BugMeNot Syndrome! Lower the barriers to people talking about your cause by using third-party authentication services. Left: SpokenWord.org with multiple log-in options. Top: The new Facebook Comments on HowStuffWorks.
7. Create a call to action Inspire people to act with clear, motivating steps
8. Generate an Attention Wave Use social love handles to socialize your campaign
9. Find your champions! Use your listening post to identify high-value inﬂuencers in your subject area. Then, inﬂuence the inﬂuencers Establish a rapport and only then reach out to try to convert them into evangelists & ambassadors for your cause Scope out Twitter Lists that intersect with your organization or social cause Connect with other social media inﬂuencers through their blogs and other networks Deeper dive—community: http://bit.ly/movetheneedle
10. Use urgency & immediacy Headlines & deadlines: Play off the news & use a hard stop date
EXERCISE11. Consider mobile Mobile lists: Text JUSTICE to 69866 Fair Immigration Reform Movement Calls to action Alerts Feedback loop
EXERCISEIs your site mobile-ready? Low-cost server-side solutions
Attract a swarm!Create a Foursquare ﬂash mob to unlock the coveted Swarm Badge
12. Meet up in the real world Meetups, Tweet-ups, concerts, fund-raisers to deepen ties
Build an active community here’s an amazingdifference between buildingan audience and building a community. An audience will watch you fall on asword. A community will fall on a sword for you. — Chris Brogan Author,“Trust Agents”
4. COMMUNITY TOOLSUse your community! Flickr photo by Jason Means Don’t do all the heavy lifting! Partner with smart people. Use volunteers. Use free: Twitter, Flickr, YouTube, Creative Commons Use open source: WordPress (and its plug-ins), etc.
Tap into the sharing economyFree content! Free resources! Free photos Socialbrite.org/sharing-center Free videos (eg, TED talks) Creativecommons.org Free music & audio TechsoupFree services! Free expertise! Google Grants BarCamp YouTube for Nonproﬁts PodCamp Google Earth for Nonproﬁts WordCamp Social MediaFree software & platforms! Club WordPress & its plug-ins Open Ofﬁce, Google docs Drupal, Joomla
EXERCISEflickr.com/creativecommons Creativecommons.org • Rich source of free commercial & noncommercial images • Flickr: 156 million Attribution, Noncommercial, No Derivatives & ShareAlike licenses • Use them for your blog, website, email or print newsletter, presentations, etc. • Don’t just take. Share!
T O O L SCommunity video at events Video + chat = engagement This is the University of Nevada, Las Vegas, student journalism channel.
T O O L SGrassroots ambassadors 100x100: Estrella Rosenberg & Big Love Little Hearts used Foursquare & social media to raise $25,000 in 24 hours to givelife-saving screenings to 12 newborns with congenital heart defects
T O O L SThe power of 1-to-1 giving vittana.com, jolkona.com kiva.com, donorschoose.org
T O O L SFoursquare & nonprofits Waze integrated check-in functionality from Foursquare to beneﬁt hunger-relief charity Feeding America during Thanksgiving 2010.
T O O L SSocial action hubs Citizen Effect Care2 TakePart WiserEarth Change.org Meetup.com Kickstarter Idealist DoSomethingDownload 12 Social Action Hubs ﬂyer: http://bit.ly/12socialhubs
T O O L SDo-good widgets Create a widget on Causes.com or create your own
T O O L SOther tools you can use Social Actions: Open API enables organizations & bloggers to volunteer or take action on the causes they support, can tailor it to your cause. The Extraordinaries: Use the power of community for micro- volunteerism in people’s spare time. Word visualizations: Free at-a-glance visualizations from Wordle.net & ManyEyes (manyeyes.alphaworks.ibm.com) OpenStreetMap: Open source “Wikipedia of maps”; community builds own maps using GPS & donated satellite imagery.
Open data, open APIs Illustration by Mike Lemanski for Google
T O O L SUse open gov data Data tools, data sets at data.ed.gov
Data visualization & transparency Indianapolis Museum of Art http://dashboard.imamuseum.org/
Innovate! "Rocket Man" on Flickr by Dave-F “We have to change our entire corporate-industry behavior. We’ve got to stop overplanning and over-analyzing and turn our battleship into a speedboat.” —J. Todd Foster, managing editor, Bristol (VA) Herald Courier Dare to fail. If you’re not failing at something, you’re doing something wrong. (“Fail often, fail fast.”)
T O O L SMove the Needle toolkit What you’ll ﬁnd at bit.ly/movetheneedle24 online fundraising sitesTop cause organizationsFree reportsFree photo, music, video directoriesCollaboration & project management toolsGeolocation toolsFree tutorials on the best way to useFacebook, Twitter & blogsHow to use mobile strategicallyTons more. All free & shareable.