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Social Media for Social Change (Part II) with Keenan Wellar, May 3, 2011
 

Social Media for Social Change (Part II) with Keenan Wellar, May 3, 2011

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(By Volunteer Ottawa)...

(By Volunteer Ottawa)

In January 2011, we offered the session “Social Media for Social Change” with Keenan Wellar of LiveWorkPlay. It was so well received that I approached Keenan to come in again…

Keenan’s coming back to discuss the topic in a bit more depth. You can even contacthim with any suggestions or questions that you may have around social media. He’s going to customize the workshop based on YOUR NEEDS!

Using accessible language, this workshop will explore opportunities and challenges for building an effective social media strategy that is fully integrated with other organizational activities.

Tools will include Facebook, YouTube, Twitter, LinkedIn, and blogs. This workshop will be of interest to volunteers, staff, board members, and others who are involved with non-profit organizations that are seeking to establish or enhance their social media marketing efforts.

Many charitable organizations are facing challenges of volunteer recruitment as well as staff and board succession planning. Find out how social media can add to your network of volunteers and supporters.

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    Social Media for Social Change (Part II) with Keenan Wellar, May 3, 2011 Social Media for Social Change (Part II) with Keenan Wellar, May 3, 2011 Presentation Transcript

    • “Social Media for Social Change” WE VALUE THE ENVIRONMENT SO THERE ARE NO PAPER HANDOUTS I WILL GIVE YOU ANY INFORMATION YOU WANT FROM THIS PRESENTATION. HOWEVER, GIVEN IT IS ABOUT SOCIAL MEDIA, I AM GOINGTO FORCE YOU TO CONTACT ME TO GET IT  It only sounds scary, please come in! IN-SESSION & POST-SESSION TWEETS APPRECIATED PLEASE USE TAG #sm4sc @keenanwellar @getbuzzed @volunteerottawa
    • LiveWorkPlay founded in 1995, acollaboration with family members,people with intellectual disabilities,teachers, professionalsRegistered charity, full-time operation 1997Government support in 2001 (currently 55% of revenues) Acquired 7 condominiumAffiliate of Community Living Ontario 2007 units In 2008Currently equivalent of 9 full-time staff, 120 volunteers Directly support(not including dedicated family members) 65 peoplePartners in C3 Centre, shared space, capacity-building agenciesFocus on non-staff-centered housing, authentic volunteerism,authentic employment, and social capital through building of networksSupporting the development and growth of People First
    • A little about Keenan and technology “Not a geek by nature”
    • PEOPLE OR MACHINES? “FOR ME THE CHOICE IS EASY”
    • Is your organization engaged in marketing? How well is your organization positioned in the competitive world of social marketing? Do you have an integrated social media strategy? How can social media help improve the rest of your marketing and communications work? Are you concerned with outputs or outcomes? Social media is an opportunity to both enhance andchallenge your organization’s mission-oriented pursuits!
    • Posted January 6, 2011 by Social Media ClubNon-profits looking to start using social media as a marketingtool will find a wealth of sound advice online, but putting thepieces together into a solid strategy? Thats the real challenge.No one simple strategy will work for every nonprofit group. (Infact, trying to give step-by-step "one size fits all" directions forusing social media is a lot like trying to teach a shy first-timeparty guest how to mingle with strangers.)Looking at how survey respondents use commercial social 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 networks.2) the second most popular role is for fundraising (45.9%).3) program delivery (34.5%)4) market research (24.3%)
    • Social media for social change: not possible without a supporting organizational culture Do as I You may have heard the buzzword ask, not as I do? AUTHENTICITY That’sassociated with social media discussions. a really “bad ask” It’s not a buzzword. The harsh reality is ensuring that you will FAIL if your social social media strategy media lacks authenticity! failure!
    • If you have decided not to use social media, be sure you know WHY you aren’t, and be sure you have the knowledge to back it up! Honesty is the best policy. There is nothing wrong with: “We don’t understand it well enough yet to use it with confidence, but we are working on it” (as long as you are!). Don’t make up excuses that will leave you with virtual egg on your face!“I think a lot of the demographics that we’re gearingtoward might not be your typical Facebooker ortech-savvy person. Maybe the younger crowd and studentsfor sure, but older prospective volunteers don’t use thattool, and a lot of our clients don’t use that as a tool,” sheexplained, noting that the agency is busy enough withoutmaintaining Facebook and Twitter pages.
    • Are your volunteers connected with your reason for being?
    • Facebook Best Practices: Authenticity “If you don’t want to associate identity with the product or service you’re trying to promote, Facebook is not for you. Inherent in the current state of Facebook is a culture of transparency that devalues Canadians were some of the earliest and ignores inauthenticity.”adopters of Facebook and the passionate - Justin Smith, The Facebook Marketing Bible love affair continues!
    • Waste of time? Do you know if yourother communications and marketingstrategies are actually working? Well,with social media, you will know with extreme accuracy!
    • As Nenshi said in this interview with The Calgary Herald, the most important thing aboutsocial media isn’t to use it as a new way to bombard people with press releases, but to“further the conversation.” "Were using the same tools as everyone else," says thecandidate. "Its how were using them and the message were getting out thats verydifferent. We use social media to really engage with people in detail, to actually talkto them. Where Alderman McIver seems to use these things as news release tools,for instance, I regularly answer peoples questions and further the conversation.“ How about a non-white Muslim mayor of Calgary with no previous political experience? He’s Naheed Nenshi! His victory will be discussed and analyzed for years to come but there is little doubt that much like President Obama he successfully mobilized large numbers of voters who were previously disinterested in politics. Can’t we do the same for Community Living? Can’t we at least try?
    • Survey, conducted by Sage North America, found that 70%of the non-profit organizations surveyed in the US andCanada recognize social media as either very or somewhatimportant to their organization. Of the 45% whohavent adopted it, the main reason cited wasbeing unsure of its relevance and advantages tothe organization.Topham puts it more bluntly. "Charities are absolutelyterrified of it," he says. "Theyre terrified ofletting go of control of their message." Whatorganizations need to realize, he continues, isthey never had control in the first place, norshould they want to. To be effective, though, messagesneed to be robust, adaptable and simple. The real terrifyingthing, he adds ironically, is realizing no one is talking aboutyou. "Then youre in real trouble."
    • IT’S NOT HARD TO FIGURE OUT THATSOME PEOPLE ARE NOT EXCITEDABOUT USING SOCIAL MEDIA...IS RESISTANCE FUTILE?OR MAYBE RESISTANCE ISDANGEROUS!?
    • DANGER #1: TELLING YOUNG PEOPLE YOU DON’T WANT THEM! Net-Gen | Millennials Generation Y | Native Digitals We mostly know them as “young people” but most non-profits don’t know nearly enough about them and what it takes to engage them. A lot of non-profit organizations are having membership, staff, volunteer, and board renewal issues. Young people are not disinterested in your cause – just your out-of-date marketing and unwelcoming processes!
    • Tuesday, February 15, 2010How Nonprofit Groups Need to Adjust to a Networked’ WorldShawn Ahmed, here in a rural village in Bangladesh, is a “freeagent” social activist. By Allison Fine and Beth Kanter Shawn and others like him are smashing headfirst into nonprofit fortresses— organizations with high walls and wide moats that work very hard to keep insiders in and outsiders out. We witnessed this collision firsthand during a session we led this spring at a technology conference, where Shawn poured out his frustration with traditional organizations. He grabbed the microphone to address the room full of nonprofit executives and said, “The problem isn’t social media, the problem is that you are the fortress. Social media is not my problem: I have over a quarter million followers on Twitter, 10,800 subscribers on YouTube, and 2.1 million views. Yet despite that, I have a hard time having you guys take me seriously. I get dismissed as just a guy on YouTube.’” Fortresses work hard to keep their communities and constituents at a distance, pushing out messages and dictating strategy rather than listening or building relationships. And that is the model of how nonprofit organizations have historically worked in the United States [and Canada]: They are organized and financed as solo entities, each starring in their own Sisyphean tragedy, rolling their own boulder up the hill, alone, every day.
    • It’s Not Just About Gen Y! The Digital UniverseIs Expanding And People Of All Ages Are Getting Out There! Even My Mom And Dad!
    • DANGER #2: YOUR OLD MEDIA FRIENDS ARE VANISHING! Traditional Media Not What It Used To Be Background Research Could Be Wikipedia The Assignment Editor Is Watching For Tweets And Facebook Updates The Reporter Has Only Minutes For The Story
    • Wikipedia – now utilized by more than 60% ofreporters and news editors! You should be there! Just be sure to tell the truth and back it up...
    • DANGER #3: SOMEONE ELSE TAKES OVER BECAUSE YOU AREN’T THERE!If your voice is not “out there” then someone else will fill that void. You are not a leader in your field unless you are seen to be a leader – to any market segment that might beimportant. By the time you realize a threat to your cause from an opposing view it will be too late to try to build your reputation and establish a counter-presence!
    • Tweet Tweet! Are people talking about you?What if they are? What if they aren’t?What if you have no idea?
    • http://beth.typepad.com Learn More From Social Media Non-Profit Trainers Like Beth Kanter! For Free!
    • Rome was not built ina day and neither is asocial media strategy!Keenan Recommends: 1 Start With These and NOT ALL AT ONCE! Pick One, Do It Well
    • “Ottawas Race Weekend (May 28th - 29th) is a popular event each year (http://www.ncm.ca/). Andrea and I are interested intraining with a team of LiveWorkPlay members to participate in this fun event - either by walking or jogging the 2K, 5K, 10K, or half marathon.” Social Media “Loss Of Control” Can Be A Great Thing
    • Reuse, Recycle, Reciprocate...Reputation!
    • Not using commercial social networkingwebsites like Facebookand YouTube?Good for you,you must have one of the world’s greatest non-profit websites!
    • Ignoring the elephant in the room?
    • If you build it,they won’t come.In order to host a party, you need friends. Developing relationshipsonline requiresthe same types of reciprocal efforts!
    • The cycle of social medialife…from live event video footage to YouTube and Facebook to website to third party news story!
    • IMMEDIACY IS A MUST
    • MEASURABLEREAL
    • Facebook Page Action!Reputation! Life!
    • Look who people are connecting with: influence and behaviour changeis unlikely t come from a stranger, but rather from those closest to you!
    • nonprofitsocialnetworksurvey.com
    • Linkedin, you might think of it as “Facebook made easy” or“Facebook for adults who don’t want to build a virtual farm” but it is also a great place for professional development!
    • Deliberately blurring the lines between new media and traditional media!
    • THANK YOU! GOODBYE – FOR NOW! LET’S TURN THIS 90 MINUTES INTO SOMETHING MUCH MOREPLEASE CONNECT WITH ME ONLINE AND KEEP THE CONVERSATION GOING! www.wellar.ca