Move the needle: Get your supporters to take action


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Here's the presentation I gave with Sloane Berrent at Sustainatopia in Miami on April 4, 2011. It's geared toward social good organizations, from nonprofits to social enterprises.

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Move the needle: Get your supporters to take action

  1. 1. Move the Needle!How to mobilize yoursupporters to take action  A Socialbrite Bootcamp  JD Lasica Sloane Berrent @jdlasica @sloane Sustainatopia April 4, 2011
  2. 2. 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
  3. 3. Relax! Creative Commons photo on Flickr by Nattu resources:
  4. 4. Today’s hashtag Creative Commons photo on Flickr by Prakhar Tweet this talk! Hashtag: #moveneedle
  5. 5. 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. ”
  6. 6. 8 color handouts! Be happy!
  7. 7. 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
  8. 8. 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
  9. 9. 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
  10. 10. Facebook: The social network Nearly 600 million members worldwide — 71.2% of US Internet users are on Facebook
  11. 11. Twitter: Steady growth 295% annual growth rate in U.S., 300,000 new users/day — and 30 billion tweets
  12. 12. 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?
  13. 13. 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
  14. 14. CASE STUDYNo on 8 Wedding Registry1,700 couples raised $1 million+ for Equality California
  15. 15. CASE STUDYSMA: Tweet for a Cure2,907 people have tweeted reaching 1.6 million followers
  16. 16. CASE STUDYGrassroots MappingBalloon aerial images of Gulf Oil Spill funded by Kickstarter
  17. 17. CASE STUDYcharity:water & Twestival charity:water: making a difference in Honduras
  18. 18. CASE 7 days, 7 cities, $19,347 donated for malaria nets
  19. 19. CASE STUDYCrisis mapping Members of the Japanese OpenStreetMap communitylaunched an Ushahidi platform for Japan just hours after the devastating earthquake struck the country.
  20. 20. CASE STUDYGreenpeace & Nestlé Boycott Nestlé pages on Facebook
  21. 21. CASE STUDYGreenpeace & Nestlé Nestlé Killer microsite
  22. 22. CASE STUDYGreenpeace & NestléGreenpeace bought Google AdWords for Nestle & Greenpeace
  23. 23. CASE STUDYGreenpeace & Nestlé Nestlé waves the white flag
  24. 24. 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.
  25. 25. 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
  26. 26. 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:
  27. 27. 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:
  28. 28. 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
  29. 29. Break! Creative Commons BY photo on Flickr by Tom@HK
  30. 30. 4. Find the emotional center Tell a personal story — use videos or photos to make us feel
  31. 31. Stories of hope Credit: Skid Row Housing Trust / Project 50, Los AngelesEd Givens, 30 years on Skid Row ... ... and today. from Common Ground
  32. 32. 100,000 Homes Credit: Project H3, PhoenixDonna, on the streets ... ... on now on her apt’s coop board.
  33. 33. 5. Create lightweight media Room to Read: Winner of TechSoup Storytelling Challenge Deeper dive—media:
  34. 34. 6. Create conversation hub Where will you engage with supporters? Your blog Community site (WiserEarth) Facebook Social hub ( Twitter Contest site Deeper dive—community:
  35. 35. Enable conversation anywhere Avoid BugMeNot Syndrome! Lower the barriers to people talking about your cause by using third-party authentication services. Left: with multiple log-in options. Top: The new Facebook Comments on HowStuffWorks.
  36. 36. Conversation, not marketing
  37. 37. 7. Create a call to action Inspire people to act with clear, motivating steps
  38. 38. 8. Generate an Attention Wave Use social love handles to socialize your campaign
  39. 39. 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:
  40. 40. 10. Use urgency & immediacy Headlines & deadlines: Play off the news & use a hard stop date
  41. 41. EXERCISE11. Consider mobile Mobile lists: Text JUSTICE to 69866 Fair Immigration Reform Movement Calls to action Alerts Feedback loop
  42. 42. EXERCISEIs your site mobile-ready? Low-cost server-side solutions
  43. 43. Attract a swarm!Create a Foursquare flash mob to unlock the coveted Swarm Badge
  44. 44. 12. Meet up in the real world Meetups, Tweet-ups, concerts, fund-raisers to deepen ties
  45. 45. 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”
  46. 46. 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.
  47. 47. Tap into the sharing economyFree content! Free resources! Free photos Free videos (eg, TED talks) 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
  48. 48. • 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!
  49. 49. T O O L SCommunity video at events Video + chat = engagement This is the University of Nevada, Las Vegas, student journalism channel.
  50. 50. 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
  51. 51. T O O L SThe power of 1-to-1 giving,,
  52. 52. T O O L SFoursquare & nonprofits Waze integrated check-in functionality from Foursquare to benefit hunger-relief charity Feeding America during Thanksgiving 2010.
  53. 53. T O O L STap into the geo wave
  54. 54. T O O L SStrategic storytellingNawaa uses geotagging & Google Earth in Tunisia
  55. 55. T O O L SDarfur & Google Earth Crisis in Darfur: Using Google Earth
  56. 56. EXERCISEGoogle Earth’s historical layers Historic Centre of Warsaw, 1945 & today
  57. 57. EXERCISEFundraising: Going social
  58. 58. Fundraising: Discrete chunks give2gether
  59. 59. Leveraging social networks give2gether
  60. 60. Numbers reflect network effect
  61. 61. T O O L SSocial action hubs Citizen Effect Care2 TakePart WiserEarth Kickstarter Idealist DoSomethingDownload 12 Social Action Hubs flyer:
  62. 62. T O O L SDo-good widgets Create a widget on or create your own
  63. 63. 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 & ManyEyes ( OpenStreetMap: Open source “Wikipedia of maps”; community builds own maps using GPS & donated satellite imagery.
  64. 64. Open data, open APIs Illustration by Mike Lemanski for Google
  65. 65. T O O L SUse open gov data Data tools, data sets at
  66. 66. Data visualization & transparency Indianapolis Museum of Art
  67. 67. 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.”)
  68. 68. T O O L SMove the Needle toolkit What you’ll find at 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.
  69. 69. Biggest resource: Your supporters
  70. 70. Let’s continue the conversation! JD Lasica, Twitter: @jdlasica Sloane Berrent, Answer With Action Twitter: @sloane Presentation, resources at