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Non-profits and social media: the nows and nexts
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Non-profits and social media: the nows and nexts

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A talk I gave to the Social Innovation and Marketing for Change MBA students at Said Business School, University of Oxford. ...

A talk I gave to the Social Innovation and Marketing for Change MBA students at Said Business School, University of Oxford.

For a bit more info, check out the supporting blog entry: http://www.nixonmcinnes.co.uk/2011/06/23/social-media-non-profits-and-the-future

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  • Copyright © Imparta Limited 2002 – 2008 All Rights Reserved
  • Not just facebook and twitter. Social media is the socialisation of web content and it’s nothing new. It’s allowing anyone to publish, coupled with an unlimited network of people.
  • Not just facebook and twitter. Social media is the socialisation of web content and it’s nothing new. It’s allowing anyone to publish, coupled with an unlimited network of people.
  • Not just facebook and twitter. Social media is the socialisation of web content and it’s nothing new. It’s allowing anyone to publish, coupled with an unlimited network of people.
  • To be effective, and to be sustainable, social media must be part of something bigger. It must be driven by a real need. Egypt Facebook youth image. 38 degrees example.
  • Now, a new breed of non-profit: Citizen-led, citizen powered, organised through social digital tools, solving the problems they want to solve: Crisis Camp, Social Innovation Camp, CityCamp http://www.flickr.com/photos/adc/4299697884/sizes/l/in/photostream/ This is part of the future of social media for social change/non-profits – example: NHS in the UK IMAGE?
  • Now, a new breed of non-profit: Citizen-led, citizen powered, organised through social digital tools, solving the problems they want to solve: Crisis Camp, Social Innovation Camp, CityCamp http://www.flickr.com/photos/adc/4299697884/sizes/l/in/photostream/ This is part of the future of social media for social change/non-profits – example: NHS in the UK IMAGE?
  • http://www.flickr.com/photos/chinny_chin_chin00/2425675015/sizes/l/in/photostream/
  • Making mental illness OK. Time to change, the elephant.
  • Making mental illness OK. Time to change, the elephant.
  • http://www.flickr.com/photos/stevemepsted/2503551012/sizes/o/in/photostream/ http://www.flickr.com/photos/clintjcl/392763075/sizes/o/in/photostream/ Freecycle: appealing to hassle-reduction of getting rid of stuff, stingy nature to reduce consumption. Based on a real need. Uses the simplest possible, common denominator technology: email lists.
  • http://www.flickr.com/photos/stevemepsted/2503551012/sizes/o/in/photostream/ http://www.flickr.com/photos/clintjcl/392763075/sizes/o/in/photostream/ Freecycle: appealing to hassle-reduction of getting rid of stuff, stingy nature to reduce consumption. Based on a real need. Uses the simplest possible, common denominator technology: email lists.
  • http://www.flickr.com/photos/7-how-7/11364687/ Has to work with democratic processes or expose Has to understand the theory of change and balance of power (or does it? Is this as simple as: if it’s widely reported enough, things will change) In the UK, ‘email your MP’ has become the standard e-campaigning action, but MPs are resistant. Has to involved more. 38 degrees - citizen-led: you decide the issues. Coordinated via email, social media, website.
  • Similar to Avaaz, Move on and Getup. Started in 2009, 750,000 members who have taken 3m actions. Saved BBC 6 Music, stopped Trident being renewed, government turnaround on selling off woodland. Reason they’ve been successful is they have built a movement: people, power change.
  • Has to work with democratic processes or expose Has to understand the theory of change and balance of power (or does it? Is this as simple as: if it’s widely reported enough, things will change) In the UK, ‘email your MP’ has become the standard e-campaigning action, but MPs are resistant. Has to involved more. 38 degrees - citizen-led: you decide the issues. Coordinated via email, social media, website.
  • http://www.flickr.com/photos/dfid/4290902290/sizes/o/in/photostream/
  • Started life as an open source
  • Started life as an open source
  • Has to work with democratic processes or expose Has to understand the theory of change and balance of power (or does it? Is this as simple as: if it’s widely reported enough, things will change) In the UK, ‘email your MP’ has become the standard e-campaigning action, but MPs are resistant. Has to involved more. 38 degrees - citizen-led: you decide the issues. Coordinated via email, social media, website.
  • http://www.flickr.com/photos/19779889@N00/4834980544/
  • http://www.flickr.com/photos/ilyaericlee/58742420/
  • http://www.flickr.com/photos/ilyaericlee/58742420/
  • http://www.flickr.com/photos/ilyaericlee/58742420/
  • http://www.flickr.com/photos/ilyaericlee/58742420/

Non-profits and social media: the nows and nexts Presentation Transcript

  • 1. Non-profits and social media: the nows and the nexts
  • 2. Who am I? Max St John @maxwellinever CC Tina Jett on flickr: http://www.flickr.com/photos/scatterbox/4927764398 About me: http://www.nixonmcinnes.co.uk/people/max Follow me: http://www.twitter.com/maxwellinever Email me: [email_address]
  • 3. What do I do?
  • 4. What am I going to talk about?
    • What is social media?
    • Social media in context
    • The POST methodology
    • Where are non-profits, right now?
    • The new non-profit
    • Social media for… changing behaviour
    • Social media for… affecting legislation
    • Social media for… coping with disaster
    • The future non-profit
  • 5. What is social media? x one squillion * * empirical data
  • 6. What is social media?
    • Democratisation of the web.
    • Disintermediation of power.
    • One to many > many to many
  • 7. Social media in perspective Image courtesy of @marwame on twitpic: http://twitpic.com/3whv3g
  • 8. Where are non-profits? Strategic Tactical Absent Agile Open-minded Unwieldy Flailing Coping Learning Leading
  • 9. Planning for social media
    • P eople
    • O bjectives
    • S trategy
    • T echnology
    http://forrester.typepad.com/groundswell/2007/12/the-post-method.html
  • 10. A new kind of non-profit CC alexdecarvalho on flickr: http://www.flickr.com/photos/adc/4299697884
  • 11. A new kind of non-profit
    • Volunteer-run, low-to-no investment
    • Responding directly to a social need
    • ‘ Hacking’ as an approach to problem solving
    • Organised and facilitated through social media
    • Incubators for new projects and organisations
    • Decentralised, driven by participants
  • 12. Changing behaviour CC machermucha on flickr: http://www.flickr.com/photos/chinny_chin_chin00/2425675015
  • 13. Changing behaviour
    • Health warning – behaviour change is…
    • Complex: people’s behaviour is influenced by many factors
    • Difficult to measure: it needs large scale studies to prove
    • Long term: people don’t change quickly
    • Needs the right ‘mix’: different/multiple tools required
    • … but social media has a part to play.
  • 14. Time to change: changing social norms Making it OK to talk about mental health
  • 15. Time to change: changing social norms
  • 16. Freecycle: making change ultra-simple 8.5 million members, 4,949 groups Just using email
  • 17. Think Pig: educating through games Helping embed new ideas into everyday thinking
  • 18. Changing behaviour
    • > Know where your audience is
    • > Make it easy for them to engage with
    • > Use the right ‘mix’ for the people/problem
    • > Understand ‘the competition’
    • > The network effect can affect norms
    • > Don’t just try to ‘inform’, make it fun
  • 19. Affecting legislation CC 7-how-7 on flickr: http://www.flickr.com/photos/7-how-7/11364687/
  • 20. 38 Degrees: creating a movement Absorbing members’ values, using multiple channels
  • 21. Targuist sniper: using basic tools Video camera + YouTube = public pressure + change
  • 22. Changing legislation
    • > Use social media to understand and reflect people’s values
    • > Use those values to frame a campaign issue
    • > Think: urgency, resonance, visible change
    • > Use e-campaigning as PART of the mix
    • > Simple tools and small numbers can be as effective as big budgets and large numbers
  • 23. Coping with disaster CC DFID on flickr: http://www.flickr.com/photos/dfid/4290902290/
  • 24. Ushahidi and OSM Easily accessible, open-source technologies driven by developer community
  • 25. Ushahidi and OSM Accurate data means radical improvements in post-disaster provision
  • 26. Tweeting the revolution Allowed tweeting during internet blackout through simple technologies
  • 27. Changing legislation
    • > Open-source technologies are reducing bottle necks in crisis innovation
    • > Decentralised tech communities are the new social innovators
    • > Digital creates the ability to be more agile and more joined-up
    • > Social media is surfacing stories that would stay hidden
  • 28. The future non-profit
    • Fully digital: social comms, internally and externally
    • De-siloed: old and redundant internal barriers removed
    • Agile: open and able to adapt, changing quickly
    • Decentralised: whoever, where-ever, when-ever
    • Open: letting go, handing over control
    CC arbyreid on flickrr: http://www.flickr.com/photos/19779889@N00/4834980544/
  • 29. Thank you CC Ilya Eric Lee on flickrr: http://www.flickr.com/photos/ilyaericlee/58742420/
  • 30. References/links
    • Planning for social media:
    • http://forrester.typepad.com/groundswell/2007/12/the-post-method.html
    • http://www.forrester.com/Groundswell
    • Social media in perspective:
    • http://www.guardian.co.uk/global-development/poverty-matters/2011/feb/17/what-caused-egyptian-revolution
    • http://www.nytimes.com/2011/02/06/world/middleeast/06face.html?_r=1&scp=1&sq=facebook%20egypt&st=cse
    • http://forrester.typepad.com/groundswell/2011/02/what-twitter-and-facebook-meant-in-the-egyptian-revolution.html
    • http://www.fastcompany.com/1722492/how-social-media-accelerated-the-uprising-in-egypt
    • A new kind of non-profit:
    • http://www.sicamp.org/
    • http://crisiscommons.org/
    • http://citycamp.govfresh.com/
    • http://www.goodfornothing.co/
    • http://www.rhok.org/
  • 31. References/links
    • Changing behaviour:
    • http://www.facebook.com/timetochange
    • http://twitter.com/timetochange
    • http://www.time-to-change.org.uk/
    • http://www.freecycle.org/about/background
    • http://www.facebook.com/rspcathinkpig
    • http://www.rspca.org.uk/thinkpig
    • Changing legislation:
    • http://38degrees.org.uk/
    • http://www.facebook.com/peoplepowerchange
    • http://www.youtube.com/user/TarSniper
    • http://www.menassat.com/?q=en/news-articles/2107-moroccos-video-sniper-sparks-new-trend
  • 32. References/links
    • Coping with disaster:
    • http://www.ushahidi.com
    • http://www.openstreetmap.org/
    • http://www.inveneo.org/haiti-wifi-network
    • http://twitter.com/speak2tweet
    • http://www.saynow.com/playMsg.html?ak=K3FTRUVKMGx6cUgxVFFtbTNyN3dwQT09
    • Working together, better:
    • http://www.yammer.com
    • http://www.atlassian.com/software/confluence/