CULTIVATINGZOMBIES OR                 NON-PROFIT                 CHALLENGES                 COMPETING IN                 T...
AN INTRODUCTION &BACKGROUND    Twitter: @Milaspage                            Blog: Milaspage.com                         ...
INTRO & BACKGROUND CON’TDedicated to helping Non-Profits for over 15 years in various capacities: as a volunteer, as a mem...
2003: THE CROSS CANADA WALKFOR HEALTHBEFORE “SOCIAL MEDIA”                        Walk for Health – Short                 ...
2003: THE CROSS CANADA WALKFOR HEALTH           Walk for Health VideoBEFORE “SOCIAL MEDIA”        – Full version          ...
2003: THE CROSS CANADA WALKFOR HEALTHBEFORE “SOCIAL MEDIA”     There were over 500 pictures taken of the event.     Imagin...
PRE- SOCIAL: NON PROFITS HAD TOUSE TRADITIONAL METHODS TOPROMOTE AND “ENGAGE”-   Websites without sharing capability-   Em...
THE NON-PROFIT THEN                 AND NOWAN EVOLUTION ALLOWING INCREASED EFFICIENCY & LOWERED COSTS Then (Higher Cost, R...
TIME TO RETHINKSTRATEGY•   Are you in the “then” or the “now”?•   What strategies is your non-profit currently using?•   W...
CULTIVATINGZOMBIESThe Challenge in the now.•   78% of the Population is online (NA)•   66% On Social NetworksReaching Numb...
CULTIVATINGZOMBIESSeduced by the NumbersThe Proof:The Value of Active Support vs. Crowds of ZombiesCase #1:The French Elec...
CULTIVATINGZOMBIESCase #2:The Aviva Community Fund Competition – Leucan15,000 Fans.Leucan was not able to move the 15000 f...
DON’T BET ON   How many organizations are               counting numbers of likes asZOMBIES!       their measure of succes...
2012 SOCIAL CHARITY INDEX (UK)    BY VISCERAL BUSINESSHow are Charities Currently Measuring Social         Impact Amongst ...
NON-PROFIT    CHALLENGES•   Resources!•   Lack of “Community” Support•   The Economy•   (Potential) Lack of Technological ...
GET PEOPLEINVOLVED!
ACTIVATING COMMUNITYAccording to the Visceral Business Study, the top 100 charitieshave now amassed 3.7 million followers ...
2012 SOCIAL CHARITY     INDEX (UK)WHAT PLATFORMS ARE CHARITIES USING?
ACTIVATING COMMUNITY
Find “Influencers” in your social media space to help promote your cause.•   Promoting does not mean “advertising” in Soci...
THE NON-PROFIT’S TIMESAVINGTOOLBOX Use tools to maximize efficiencySomehelp make are:          navigating social media eas...
TOOLBOX• Click to Tweet << try it!Example: 140MTL.com In this project we used “Click to Tweet” links on theblog, so that w...
2012 SOCIAL CHARITY INDEX (UK)
SMALL IDEAS CAN BE BIG!FIND PARTNERS!Companies are looking for opportunities to create shared value. The days of contactin...
USE YOUR ORGANIZATION’S SOCIALACTIVITY AS A SELLING POINT• Give Sponsors More Value• Give people a way to show off the goo...
AVIVA COMMUNITYFUNDWhen you set up a social media presence, your prepare your non-profit to takeadvantage of many more opp...
MAKE PEOPLE FEEL GOOD & CREATE MESSAGESTHAT SPREAD THE FEELINGYOU ARECHANGINGTHE WORLD
FIND WAYS TOSPOTLIGHT YOURFANS &CONTRIBUTORSNOT JUST YOUR OWN WORK!THIS INCLUDES EVERYONE INYOUR COMMUNITY FROM FANS,DONOR...
MAKE EVERY EVENT MEMORABLE AND      SHARABLEShare the stories of the people who support you, photos are a great way toackn...
EFFICIENCY & SAVINGSMONEY                    Building partnerships, getting the community to                         care ...
NURTURE YOUR IDEAS AND MOVE FORWARDRecommended Reading                                 Shining Examples of People Using   ...
It’s time to get involved.Start one step at a time. Connect with others to help.Take chances.Start building your online pr...
DOWNLOAD MY MOBILE APP
Cultivating Zombies or Activating Community : Non-Profit Challenges Competing In the Social Media World by Mila Araujo 2012
Cultivating Zombies or Activating Community : Non-Profit Challenges Competing In the Social Media World by Mila Araujo 2012
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Cultivating Zombies or Activating Community : Non-Profit Challenges Competing In the Social Media World by Mila Araujo 2012

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Presented at Pod Camp East 2012, This is not the original slide deck. Over 25 slides have been added and some altered to include the discussion points (text) which occurred during the presentation.

Text is being included now so that those following online who did not have the benefit of the presentation and discussion can get a better idea of the context (which would be left out with only the original visual slides uploaded). This deck also doubles as "notes" for the presentation for those who were present.

Two versions of the Youtube video are also available. The first is the shorter version (30 seconds shown at the presentation) the second is the full story version, which gives a bit more of the background of what was actually discussed.

Non-Profits must use social media technology to deliver shorter more engaging and appealing bursts of information for greater impact, particularly effective with video (under 2 minutes) and photos.

Additional links have also been added to references which were mentioned during the presentation for participants reference and further research or learning. This was a 40 minute presentation.

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Cultivating Zombies or Activating Community : Non-Profit Challenges Competing In the Social Media World by Mila Araujo 2012

  1. 1. CULTIVATINGZOMBIES OR NON-PROFIT CHALLENGES COMPETING IN THE SOCIALACTIVATING MEDIA WORLDCOMMUNITY PodCamp East Wilmington,By Mila Araujo Delaware Sept. 29 2012 Milaspage.c om
  2. 2. AN INTRODUCTION &BACKGROUND Twitter: @Milaspage Blog: Milaspage.com Bio: Milaaraujo.com • Mila Araujo is the Director of Personal Insurance for Ogilvy & Ogilvy Inc. in Westmount, Quebec — a third generation, family-owned financial services firm with offices in Toronto and Montreal. • Producer of 140 Conference Montreal, 2012 • Writer on Social Business & Strategy on various blogs, including Social Media Today, 12 Most, Business 2 Community and her own blog: Perspectives. • Social Media Advocate & Speaker
  3. 3. INTRO & BACKGROUND CON’TDedicated to helping Non-Profits for over 15 years in various capacities: as a volunteer, as a member of Boardof Directors, as well as Director of Public Relations and Event Organizer on several projects on provincial andnational levels. Social media allows for increased support, exposure, and outreach. Helping organizations andpeople understand the opportunity in social media for social good a top priority for me.As a speaker at events, my goal is to provide knowledge and help people understand the current issues,questions and ideas around social media use, and how to successfully apply and build strategies for business.Non-profits, for personal growth and development, Customer Service and HR.Non-Profit Background:Some of my projects over the years, working with The Coalition of Physicians for SocialJustice included:Integrated Eating Assistance Program for Seniors (IEAP) • Board of Directors • Conference Organizer • A Project Supported by The Government of Canada to provide companionship and help for seniors suffering from Malnutrition from registered dieticians, in partnership with local hospitals and clinics across the Province of Quebec.Good Samaritan Commission • Coordinator of Events • A Summit on Maintaining a Public Health Care System in Quebec2003 Cross Canada Walk for Health• Director of Public Relations• 10,000 children from underprivileged schools, in 10 provinces, with national and local exposure in all media, including television, news, radio, and Today’s Parent Magazine.
  4. 4. 2003: THE CROSS CANADA WALKFOR HEALTHBEFORE “SOCIAL MEDIA” Walk for Health – Short version video Youtube Link
  5. 5. 2003: THE CROSS CANADA WALKFOR HEALTH Walk for Health VideoBEFORE “SOCIAL MEDIA” – Full version The project received unbelievable coverage in the media, in newspapers, news stories, television specials, even a late night talk show, radio, and more. Yet when it was over, where did it all go? There was no ability to share and keep the energy going! There was just VHS and audio tapes!
  6. 6. 2003: THE CROSS CANADA WALKFOR HEALTHBEFORE “SOCIAL MEDIA” There were over 500 pictures taken of the event. Imagine if Facebook had existed, how much content and energy could have been shared , during and after!
  7. 7. PRE- SOCIAL: NON PROFITS HAD TOUSE TRADITIONAL METHODS TOPROMOTE AND “ENGAGE”- Websites without sharing capability- Email- People were still more comfortable with faxes and VHS Tapes!The 2003 Walk For Health was tremendously successful.- News articles appeared in all local television stations where the walks took place. CBC did a feature story, we were even on a late night talk show!- 10,000 kids participated, in schools across the country- Articles in all major newspapers, Today’s Parent Magazine, and even television talk shows, and radio shows.Where did it leave things after all this success? Imagine if then was now!
  8. 8. THE NON-PROFIT THEN AND NOWAN EVOLUTION ALLOWING INCREASED EFFICIENCY & LOWERED COSTS Then (Higher Cost, Restrictions) Now (Virtually Free, Unlimited possibility) If we wanted to share our story/videos we had to order TV, News, Radio all broadcast online, in many the tapes from the television stations (received only cases live. With Links you can get your weeks later). If the content was something you wanted to message out instantly – then share via use for later promotions, you would have to create discs Youtube, Email, Blogs, FB and other social or VHS tapes and mail them. How many people do you media! Instantly! think were actually going to take a look? It was not unusual for corporations to ask you to mail People like the convenience of links, web them the sponsorship kits. By the time they received sites and embedded media on blogs. You your kit, it would be tossed on a pile and would require make their lives easier. much follow up to make sure the right eyes would actually see it. This ease of accessibility increases your reach & allows you to tell your story in creative and enticing ways. Gaining support We could make scans of documents and put them on has never been so easy, because your Web Sites – however, people were not as comfortable accessibility is instantaneous. as they are now using this as reference. You can receive instant feedback when you Many companies had email regulations which limited the use tools like Constant Contact, or Mail sizes of files that could be sent via email Chimp (just two examples) that allow you to see when items are opened, read, clicked You never knew if anyone saw what you sent. As an through, etc. Valuable insight that allows you organization, you could be ―in the dark‖ for weeks while to move faster, or send reminders if no waiting for news or feedback. actions are taken.
  9. 9. TIME TO RETHINKSTRATEGY• Are you in the “then” or the “now”?• What strategies is your non-profit currently using?• What do you think about “numbers”?• How can you tell if a non-profit is being successful online?
  10. 10. CULTIVATINGZOMBIESThe Challenge in the now.• 78% of the Population is online (NA)• 66% On Social NetworksReaching Numbers is good.Reaching People and getting them involved is better!Non-Profits are placing too much focus on counting the number of likes andfollowers.Reference Link:Seduced by the NumbersExamples Discussed:• Aviva Community Fund• French Election
  11. 11. CULTIVATINGZOMBIESSeduced by the NumbersThe Proof:The Value of Active Support vs. Crowds of ZombiesCase #1:The French Election. In the 2012 presidential election,Nicolas Sarkozy had approx. 40,000 LikesFrancois Hollande had approx. 7,000 LikesDid the candidate with the most likes win?It is clear that if the number of likes on Facebook indicated popularity,acceptance, or true fans, the French election would have surely turned outdifferently. Francois Hollande won the election.What did Sarcozy’s likes really mean?
  12. 12. CULTIVATINGZOMBIESCase #2:The Aviva Community Fund Competition – Leucan15,000 Fans.Leucan was not able to move the 15000 fans to come up withthe votes necessary to have a chance at the award.All they needed was a click a day from just a few hundred oftheir fans over two weeksThey received only 900 votes!They lost a chance to provide children with Cancer a summercamp.You can watch the video of Stephanie Baron’s 140 Montreal Presentation where sheshared her detailed experience with the above cases.
  13. 13. DON’T BET ON How many organizations are counting numbers of likes asZOMBIES! their measure of success? Due to a lack of understanding of social media by organizations, far too many think the measure of success is the number of likes and followers. These numbers can be bought, they do not indicate a successful strategy or campaign. Related articles: Empowering Non-Profits to Drive Positive Change via Social Media A recent study released Sept 24th 2012 by Visceral Business showed us some interesting stats.
  14. 14. 2012 SOCIAL CHARITY INDEX (UK) BY VISCERAL BUSINESSHow are Charities Currently Measuring Social Impact Amongst Users?
  15. 15. NON-PROFIT CHALLENGES• Resources!• Lack of “Community” Support• The Economy• (Potential) Lack of Technological Skill with New Media• Lack of Exposure : Who knows about you?Mindset – Are You Begging or Are YouMarketing?!• Biggest Challenge : Time
  16. 16. GET PEOPLEINVOLVED!
  17. 17. ACTIVATING COMMUNITYAccording to the Visceral Business Study, the top 100 charitieshave now amassed 3.7 million followers on Twitter betweenthem, up from two million last year, and on Facebook they haveseven million followers compared to 3.5 million a year ago.Yet only 9 of the top 100 in the study seem to be using an―engaging‖ style.Non Profits must learn to identify their targetaudiences and start getting them involved!
  18. 18. 2012 SOCIAL CHARITY INDEX (UK)WHAT PLATFORMS ARE CHARITIES USING?
  19. 19. ACTIVATING COMMUNITY
  20. 20. Find “Influencers” in your social media space to help promote your cause.• Promoting does not mean “advertising” in Social Media it means “sharing” and talking.• People can talk about you, share your posts, write about you. All of this helps let people know about what you are doing.• Make sure you in turn are supporting others! Social media is social. It works two ways. Form alliances, make friends with common interests.Discussion on Klout, Kred, and influence measurement.• Kred provides in-depth view of what an “influencer” is doing in the social space: who and how they are interacting. For non profits, I prefer to look at Kred’s data, rather than a Klout score. Check out Kred Story for individuals. Very insightful.• Klout can indicate who is broadcasting and interacting in the online space, but it is difficult to see how they are interacting. Use Klout to identify people who are “active”. Never judge a person or yourself on a Klout score. It’s a marketing tool, it’s been useful for brands, it’s not a measure of who you are!Recommended reading:Mark Schaefer’s book: Return on Influence.Also From his blog: “35 Experts Weigh-In: How we create influence onFacebook” Sept 30, 2012
  21. 21. THE NON-PROFIT’S TIMESAVINGTOOLBOX Use tools to maximize efficiencySomehelp make are: navigating social media easier. and suggestions Related Article: 10 Tips for Non-Profit Social Media Success
  22. 22. TOOLBOX• Click to Tweet << try it!Example: 140MTL.com In this project we used “Click to Tweet” links on theblog, so that when people clicked on corporate sponsor logos, tweets couldeasily be sent on the hashtag mentioning the sponsor with a note of thanks. Thisprovides public recognition that can also be measured. Make it easy for yourcommunity to share messages you want.• Facebook Groups – Make a private community to create more intimate engagement opportunities and relationship building. This can be for brainstorming, keeping in touch, and exclusive content sharing for key members of your communities.• Google+ : Hang outs create opportunities for new ideas and broadcast. Don’t forget to share them too! Video presents a huge opportunity to tell deeper stories.
  23. 23. 2012 SOCIAL CHARITY INDEX (UK)
  24. 24. SMALL IDEAS CAN BE BIG!FIND PARTNERS!Companies are looking for opportunities to create shared value. The days of contacting acompany and asking for a $500 donation, or any lump sum, is not as appealing.Companies are more and more looking for partnerships. For non-profits this represents asignificant opportunity. Get companies to understand why they should care, and find apartner, not just a donor. This provides long term support, not just a hand out.
  25. 25. USE YOUR ORGANIZATION’S SOCIALACTIVITY AS A SELLING POINT• Give Sponsors More Value• Give people a way to show off the good they do!• Campaigns can be smaller and more frequent.Small Fundraising Ideas can find BIG partners• Example of the Aviva Community Fund “Like the Page, we will donate a dollar to a cause” Not their primary function, but one way a large company is giving back in small ways that add up to big dollars, year round. Can you find a local partner who would be interested in supporting you like this?
  26. 26. AVIVA COMMUNITYFUNDWhen you set up a social media presence, your prepare your non-profit to takeadvantage of many more opportunities. “Luck is when preparation meetsopportunity”. The Aviva Community Fund is one amazing example. (Relatedarticle with the information discussed here)
  27. 27. MAKE PEOPLE FEEL GOOD & CREATE MESSAGESTHAT SPREAD THE FEELINGYOU ARECHANGINGTHE WORLD
  28. 28. FIND WAYS TOSPOTLIGHT YOURFANS &CONTRIBUTORSNOT JUST YOUR OWN WORK!THIS INCLUDES EVERYONE INYOUR COMMUNITY FROM FANS,DONORS, SPONSORS, EMPLOYEES,AND THE PEOPLE YOU HELP!
  29. 29. MAKE EVERY EVENT MEMORABLE AND SHARABLEShare the stories of the people who support you, photos are a great way toacknowledge and make people feel good.Give companies as much exposure on your social media channels as possible, thisis a selling point. You have something extra to offer, they will feel good and share!(Photo of Ogilvy & Ogilvy employees supporting a local charity by cooking a meal for the homeless anddonating!)
  30. 30. EFFICIENCY & SAVINGSMONEY Building partnerships, getting the community to care and take a personal interest in your cause – to feel invested - will help create sustainable non-TIME profits. Start marketing your advantages, use social media to reach out, to answer questions, to shareRESOURCES stories and redirect time and resources to efforts that will keep giving back.You don’t have to doall the work by Social Media use and a strategy taking theseyourself! factors into account will help you grow.Get your community Non-profits have to stop begging and startinvolved to tell their marketing and selling the value they offer to theirstories and contribute communities – tell the world why they shouldcontent too! care, and they will.
  31. 31. NURTURE YOUR IDEAS AND MOVE FORWARDRecommended Reading Shining Examples of People Using Social Media for Social Good:Beth Kanter @Kanter @EpicChange (Stacey Monk isAuthor: Measuring The Networked NonprofitNumerous resources on her blog, including a behind this amazing initiative,Wiki with excellent Non_profit tools. @Mamalucy runs the school they built through a social media!)Marc Pitman @MarcAPitmanAn international nonprofit developmentconsultant and fundraising trainer, Author: of @NoKidHungryAsk Without Fear!FundraisingCoach.com, a website dedicated to @AvivaCF AvivaCommunityfund.orgpractical ideas for fundraising more effectively.CC Chapman @CC_Chapman Mark Horvath @HardlyNormalCo-Author: Content Rules Absolutely outstanding work with theMark W. Schaefer @MarkWSchaefer homeless.Author: Return on InfluenceChris Brogan @ChrisBrogan AJ Leon @AJLeonCo-AuthorL: ―The Impact Equation‖His blog is also an excellent guide to marketing Read his Manifesto and follow hissuccess and blogging online. His email work. #Pursuitofeverythingnewsletter is also great added value. Anyonewill learn from reading Chris’ blog.
  32. 32. It’s time to get involved.Start one step at a time. Connect with others to help.Take chances.Start building your online presenceto engage and activate.Any Questions?What About Ideas!MILASPAGE.COM - PLEASE SUBSCRIBE TO MY BLOG TO KEEP UP WITHMY LATEST POSTS ON UNDERSTANDING SOCIAL MEDIA.OR DOWNLOAD MY MOBILE APPMY VIDEO CHANNEL HAS OVER 30 VIDEOS WITH PRESENTATIONSFROM THE 140 CONFERENCE WHICH I PRODUCED IN MONTREAL INMAY 2012, WITH A FOCUS ON COMMUNITY BUILDING AND SOCIALBUSINESS.PLEASE USE THESE AS ADDITIONAL RESOURCES AND CONTACT MEANY TIME, I AM ALWAYS HAPPY TO SHARE IDEAS AND CONNECT.FOR MY BIO AND FUTURE SPEAKING ENGAGEMENTS, PLEASE VISITMY “BIO” SITE HERE.MILASPAGE.COM@MILASPAGE ON TWITTER
  33. 33. DOWNLOAD MY MOBILE APP

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