Social Media 201: Blogging and Social Networking for Social Change

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A presentation on how activists can use social media tools for organizing and advocacy, including case studies on PowerVote.org and TheUpTake.org. I gave this talk at the Western Organizers Summit in Seattle Nov. 17, 2008, sponsored by Democracy in Action and the New Organizing Institute.

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Social Media 201: Blogging and Social Networking for Social Change

  1. 1. Social Media 201: Blogging and Social Networking for Social Change <ul><li>DiA/NOI Western Organizers Summit </li></ul><ul><li>Seattle, 17 November 2008 </li></ul><ul><li>Leif Utne </li></ul><ul><li>VP Community Development </li></ul><ul><li>Zanby </li></ul>
  2. 2. What is Social Media?
  3. 3. What is Social Media? <ul><li>It’s not a fad. </li></ul>1. 394 million people watch video clips online2. 346 million read blogs3. 321 million Read personal blogs4. 307 million visit a friends social network page5. 303 million SHARE a video clip6. 272 million manage a profile on a social network7. 248 million upload photos8. 216 million Download a video podcast9. 215 million download a podcast10. 184 million started a blog11. 183 million uploaded a video 12. 160 million subscribed to an RSS Feed 13. Blog Reading has risen 66% on a global scale in a year 14. 60.3 million americans have read a blog 15. 36% of consumers will think more positively about companies with blogs 16. 32% of consumers trust bloggers opinions on products and services 17. Social Networking has an estimated 272 million users (Myspace, Facebook, etc)18. 43% of online consumers belong to a social network 19. 74% of social networking users message friends daily 20. Video Uploading growth is 31% to 82% global reach seen in all markets Source: McCann Universal
  4. 4. What is Social Media? <ul><li>Tools that let us interact and engage ... </li></ul>...family, friends, colleagues, supporters, critics. It’s relationship-building on steroids.
  5. 5. <ul><li>Listen </li></ul><ul><li>Be open and authentic Not a billboard or an ATM </li></ul><ul><li>It takes commitment </li></ul><ul><li>Think like a movement </li></ul><ul><li>You don’t need to be everywhere Building relationships takes commitment </li></ul><ul><li>Test, test, test </li></ul>Keys to Effective Use of Social Media
  6. 6. Story Time
  7. 7. Case Study #1: PowerVote <ul><ul><ul><ul><ul><li>Goal: Build a youth climate voting bloc so big it can’t be ignored. </li></ul></ul></ul></ul></ul>
  8. 8. Case Study #1: PowerVote <ul><ul><ul><ul><ul><li>Strategy: combined online/field </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Field: 200 organizers across US gathering names on PowerVote Pledge cards </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Online: gather online pledges, spread message, ID leaders, engage and strengthen community by reflecting members back to themselves </li></ul></ul></ul></ul></ul>
  9. 9. Case Study #1: PowerVote <ul><ul><ul><ul><ul><li>Field organizer training in August with Wellstone Action included instruction on social media: Blogs, YouTube, Flickr, Facebook, Twitter </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>“ Every man a rifleman.” </li></ul></ul></ul></ul></ul>
  10. 20. Case Study #1: PowerVote <ul><ul><ul><ul><ul><li>Results - 350,000 names on PowerVote Pledge in 10 weeks - Facebook app released in early October 11,000 installs 9,500 “active users” 43,000 shares web traffic from Facebook roughly doubled - Al Gore webcast (Oct. 29) 190 viewing parties 5 largest named by Gore during cast top 2 organizers flew to Nashville to sit in-studio with Gore Contributed to highest youth voter turnout in history </li></ul></ul></ul></ul></ul>
  11. 21. Case Study #1: PowerVote <ul><ul><ul><ul><ul><li>Challenges - Original goal of 1 million names unrealistic Groups with lists that size took much longer to build, and had major star power (ONE/Bono, WE/Gore) - Long lag (up to 3 wks) in processing pledge cards b/c all had to be checked against Catalist (boxes of pledge cards still arriving in mail) - Some social networks got very little response (Xianz, BlackPlanet, Flickr), so focused on Facebook </li></ul></ul></ul></ul></ul>
  12. 22. Case Study #2: The UpTake Goal: 100 video citizen journalists in streets of St. Paul covering RNC
  13. 24. Distributed + promoted content via social web
  14. 27. Case Study #2: The UpTake <ul><ul><ul><ul><ul><li>Results: - 60+ video citizen journalists in streets of St. Paul covering RNC </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>- produced 160+ videos just that week, which received approx. 1 million views </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>- major media coverage for innovative use of cell phones to broadcast live video </li></ul></ul></ul></ul></ul>
  15. 28. <ul><li>Listen </li></ul><ul><li>Be open and authentic Not a billboard or an ATM </li></ul><ul><li>It takes commitment </li></ul><ul><li>Think like a movement </li></ul><ul><li>You don’t need to be everywhere Building relationships takes commitment </li></ul><ul><li>Test, test, test </li></ul>Keys to Effective Use of Social Media
  16. 29. Resources <ul><li>Here Comes Everybody: The Power of Organizing Without Organizations by Clay Shirky http://www.shirky.com </li></ul><ul><li>We Are Media: Your Social Media Toolkit http://wearemedia.org </li></ul><ul><li>Beth Kanter: How nonprofits can use social media for social change http://beth.typepad.com </li></ul><ul><li>JD Lasica http://www.socialmedia.biz </li></ul><ul><li>Ivan Boothe http://rootwork.org </li></ul>
  17. 30. Thank You <ul><li>Leif Utne VP Community Development Zanby Enterprise social media platform http://www.zanby.com [email_address] http://leifutne.wordpress.com twitter: @foglio </li></ul>

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