Canadian Business and Community Partnership Forum June 8, 2011Presentation Transcript
Will your social media strategy get you murdered in a lake?Session 1D: Social Media for Social Change with Keenan Wellar
Keenan’s social media passion: made, not born!
Live WorkPlay Found guilty of a crime against society Found guilty of having an Situation for people with intellectual disabilities in Ottawa andintellectual in general across Canada: only about 1% own their own home disability (as compared to 64% for general population) and only about 10% rent their own home – so we have some 90% of individuals living in some type of institutional residence.
Live WorkPlayA life transformed, a community transformed
Website and Partner Websites Social media helps turnmoments into movements
If you remember nothing else….• Keep it mission-oriented• Share real stories about real change• Say thank you and say it publicly• Be fast and have a plan – tomorrow is late• Social media is about social capital• Social capital is about reciprocity + time = trust• Get this presentation from keenan.wellar.ca
Marketing? Me? No no no, I work for a charity!
Hello, my name is:LiveWorkPlay Marketing Budget!
Twitter, an interesting journey!@keenanwellar @getbuzzed
Where it all started…
If you got there what would you do next?Those were the droids I was looking for!
Top 30 20 in Canadian non-profit community? If only we’d been trying! (YouTube is more thankittens and hits to the groin)
715 Views of Moira and Caroline [So Far]: Important Events AnalyticsSocial media analytics bring surprising levels ofunderstanding and transparency to relationshipsI-J: Posted on Facebook and LiveWorkPlay.caH: Posted on WordPress at keenan.wellar.caF-G: Shared with YouTube friends/subscribersC-D-E: Featured in stories on partner websitesA-B-C: Post-conference presentation buzz
slideshare My advice is learn all the tricks you can while you’re young!Being completely current on social media is a simple matter of the impossible, so reinvigorate your joy of discovery!
Is your organization engaged in marketing? It’s commonis yournon-profit organizations don’t How well that organization positioned in the wish tocompetitive world of social marketing? see themselves as being in competition Social mediaan integrated sociala fringe activity Do you have is often seen as media strategy? Seldom considered that social media might How can social media help improve the rest of actually help improvecommunications work? your marketing and other marcom activitiesSocial media often exposes outputs or outcomes? Are you concerned with outputs-focused marcom Social media is an opportunity to both enhance and challenge your organization’s mission-oriented pursuits! “Master of the obvious” questions and statement…but…
Looking at how survey respondents use commercialsocial networks, the most popular role is:1) traditional marketing—to promote the non-profit’s brand, programs, events or services—with 92.5% of survey respondents indicating this role as the purpose of their presence on commercial social networks2) the second most popular role is for fundraising (45.9%)3) third program delivery (34.5%)4) fourth market research (24.3%)
“The ability for you to have athought and be able to publishthat thought instantly to theworld in any platform you desire,in text, images, audio, video, and Why listen? It’s not likeit comes up immediately, is brandspanking new.” – Mitch Joel Keenan shaves his headfrom Six Pixels of Separation and wears black…
Seth Godin on leadership:Leadership is scarce because few people are willingto go through the discomfort required to lead. Thescarcity makes leadership valuable. If everyone triesto lead all the time, not much happens.It’s uncomfortable to stand up in front of strangers.It’s uncomfortable to propose an idea that might fail.It’s uncomfortable to challenge the status quo.It’s uncomfortable to resist the urge to settle.When you identify the discomfort, you’ve found the place where aleader is needed. If you’re not uncomfortable in your work as a leader,it’s almost certain you’re not reaching your potential as a leader.
For some, social media is understood as a tool, a job, a skill, a choice…For myself and others,social media is understood as themost profound confluence of humandiscourse the world has ever seen… When pursuing social change – whether it is a community where people with disabilities belong, or another desired social transformation – how leaders (both individuals and organizations) choose to understand social media has profound consequences for themselves and the world.
Some non-profits may fear that social media resistance is futile… Those who are in proper mission-oriented focus will understand it as a new universe of opportunities…
Nobody likes making public mistakes!
It’s uncomfortable to propose an idea that might fail. If we are going to fail, let’s make sure it’s through a strategy that we know has a chance to succeed!
Social Media as Marketing Monster(Text of actual email, names removed)Keenan, thanks so much for permission to usethose images. The only problem is I can’tuse anything from Facebook from theoffice as the agency has blocked it.I’ll have to try it from home later.Director of MarketingMajor Organization
Andrea and I are interested in training with a team of LiveWorkPlay members to participate in this fun eventeither by walking or jogging the 2K, 5K, 10K, or half marathon.Social Media “Loss Of Control” Can Be A Great Thing!
You are likely offending one or both audiences. You are putting disregard for authenticity on public display.On Facebook, updates have a full day life span! On Twitter, 95% of re-tweets happen in the first hour!
LISTEN FIRST! THEN RESPOND INPROPER SOCIAL CONTEXT
Do as we say, not as we do: social media engagement (non) strategy Hi, I’m the CEO of a local charitable organization. I don’t have time for social media, but our summer intern is posting some of our pressreleases on Facebook, you should check those out and make a donation!
Use of social media tools does not guarantee that people will listen. Engagement is shaped by the It is unrealistic to expect interpretation ofmore of your audience than its intentions.you would expect from your Brian Solis leadership and staff. Author of Engage! Lead by example!
The conversationMonetizing social media is like might lead somewheremonetizing the conversation but it definitely didn’t you had while waiting start with an ask for your mocha java! for $20 before you’d start conversing!
After you listen – have conversations!
Do your practices alienate youth? Seniors? Both?“I think a lot of the demographics that we’regearing toward might not be your typicalFacebooker or techsavvy person. Maybe theyounger crowd and students for sure, but olderprospective volunteers don’t use that tool, and alot of our clients don’t use that as a tool,” sheexplained, noting that the agency is “busy enoughwithout maintaining Facebook and Twitter pages.” - Coordinator of Volunteers quoted in newspaper
Source: Pew Research Centre
Are you expecting a mob of supporters to magically appear? Charity begins at home – build your tribe!
I’m afraid to usesocial media because someone might say something bad about us! So conversely…
Effective use of Social Media is all about building Social Capital Reciprocity Time Trust
If you remember nothing else….• Keep it mission-oriented• Share real stories about real change• Say thank you and say it publicly• Be fast and have a plan – tomorrow is late• Social media is about social capital• Social capital is about reciprocity + time = trust
Partnerships: How can we give value to funders?They have many gooddeeds to choose from!
@keenanwellarContact information and slides (available tomorrow): http://keenan.wellar.ca