Social Media for Change - prepared for Charitycomms, 22 Oct 08

Social Media   for change  Rachel Beer  Bringing chari-es and   supporters closer together 

Helping chari-es   engage with supporters,   stakeholders & inﬂuencers  –  Fundraising  –  Campaigning  –  Volunteering  –  Marke-ng  –  Communica-ons 

What are social media?     Why use social media?  Who uses them?     What should we use social media for?  What results can we expect?     Where should we start? 

Do I really need to know? 

What do they do?  •  Photo sharing    Vimeo, YouTube, Flickr  •  Social networks    Facebook, Bebo, MySpace  •  Professional networks  LinkedIn, Naymes, Plaxo  •  Aggregators    FriendFeed, Socialthing!  •  Bookmarking    StumbledUpon, Digg  •  Microblogs    TwiPer, Plurk, Jaiku  •  Blogs      Typepad, Wordpress  •  Charity      Just Giving, Ammado  •  Nings      / white label communi-es  •  Wikis      Wikipedia, PBwiki  •  Other sharing    Amazon, Trip Advisor 

•  Variety of choice  •  Ultra‐personalisa7on  •  Consumer empowerment  •  Micro‐niche targe7ng  •  “If I don’t get what I   want here, I’ll go  somewhere else”  The age of the individual 

.uk Me@work.co Me@ho me.com ok.com/me www.facebo am.com/me www.lifestre com/me www.photos. .com www.MyBlog Mobile: 079 70 543321

Some compelling ﬁgures...  •  60% use Internet in the UK  –  Half that number use social media  •  7 of the 10 top sites in the world are social  –  Facebook has 101 million users  –  YouTube, 258 million users  Users  Since '07  258MM  +94%  101MM  +305%  Sources: Forrester Research, CommScore global, YouTube & Facebook 

The point is...  •  Social media are important – culturally  •  They have changed the landscape forever  •  It’s going to keep changing  •  You can be part of that change, instead of  running along behind, trying to catch up 

It all adds up to Change...  Connect  Collec-ve wisdom  Communicate  Categorise  Create  Community/  Co‐create  Crowd‐source  Collaborate  Conversa-on  Collect  Customise 

How can these tools contribute?  •  Raising awareness and spreading the word  •  Adding weight to your organisa-on’s voice  •  Providing peer support and mo-va-on  •  Involving those aﬀected by the issue/s in  crea-ng the solu-on  •  Helping people to take ac-on  •  Raising funds 

Beneﬁts for your organisa-on...  •  Stories &  •  Provision of services  tes-monials   to many – e.g. forums,   •  Proof of ‘need’ –   informa-on,  e.g. for services   resources, peer  and funding  support  •  Weight of opinion  •  Communicate with  •  Find out what  exis-ng and new  stakeholders and  contacts, cost‐ supporters want  eﬀec-vely 

CLEVER

•  2,310 fans  •  Widget launched July 2007  •  Downloaded 100,000+ 7mes  •  Can be placed on a website or  social networking site  •  Promotes causes through  individual’s fundraising  eﬀorts  •  Viewers can see progress of  the fundraising and leave  comments 

Referrals to Just Giving  sers ve u acti tion lion plica mil ap 100 d an ver ade as o nlo ok h dow ebo ave Fac % h 95

•  Social site  launched in   March 2008  •  For people with  cancer, friends &  family  •  2,214 members  •  Growing by 20%  every month  •  Blogs, videos, chat  rooms and photos  •  Chat rooms are  popular  •  Around 100  regular bloggers  •  People share their  experiences and  concerns 

•  A na7onal  reserve in  Kenya  •  Relied on  tourism to  fund  conserva7on  work  •  Violence  aZer poli7cal  elec7ons had  detrimental  eﬀect on  tourism 

•  Work and issues  brought to life   on blog  •  450 unique visitors  each day  •  Used to encourage donations  •  $40k raised in  March 2008 

•  Used to  post videos  of the  wildlife and  the work  •  23  subscribers  •  Over 4,000  video views 

•  599 contacts  •  Content added  regularly 

•  1,843 people  follow them  •  Used for updates  on the latest  news as well as  talking to users  directly and  encouraging  dona7ons  •  Short, quick,  dynamic  messages  perfect for  driving traﬃc to  other URLs 

•  Facebook Cause page  has raised $1,395  •  1,772 members  •  38 wall items have  been posted  •  Hall of fame shows  the biggest donors  and fundraisers as  well as the biggest  recruiters of new  supporters 

•  An aggregator  •  View content  from a variety of  placorms in one  place  •  Shows all ac7vity  from Flickr,  Facebook, Vimeo,  Twieer and blogs  •  Convenient way  for supporters to  keep up‐to‐date 

•  Use of many social media tools  •  Encourages sharing – and makes it easy  •  Compelling content  •  Story telling  •  Authen7c voices  •  Emo7onal  •  Opportunis7c  •  Proac7ve  •  Diﬀerent  •  Sa7sfying  •  Donors feel their money is going directly where it is needed   and can see the eﬀect of their dona7ons 

Stop broadcas-ng...           ... start engaging 

New rules of engagement  •  No ‘us and them’ – now shared ownership  •  No more broadcast – now conversa-on  •  No more spin – only transparency  •  No more push – now pull  •  Give to get – you need to add value  •  Honest, open dialogue builds rela-onships  •  Don’t put up walls – people will move away 

Where do we start?  •  Experiment  •  Need to use to understand  •  You don’t have to be ‘perfect’ – just human  •  No need for fully thought‐through  communica-ons plans at this point 

3 things you can do tomorrow  •  Google your charity and ﬁnd out where  people are talking about you  •  Google your ‘compe-tors’ and ﬁnd out where  they have presence  •  Set up a page on Wikipedia –   or bring the exis-ng one   up‐to‐date 

3 things you can do by Friday  •  ‘Park’ your proﬁles on the main plaoorms  •  Find out whether there is a social media  strategy in your organisa-on  •  Get a date in the diary to brainstorm with  colleagues 

Think strategically  •  Start with your objec-ves  •  How can social media contribute?  •  What resources do you need?  •  Or what can you do with the resources   you have?  •  How will you integrate messages with the rest  of your (more tradi-onal) communica-ons 

Remember  •  You don’t have to be big to succeed  •  You are not in control – don’t try to be  •  Con-nuity – keep the conversa-on going  •  Expect the unexpected 

Connect with me...  hPp://twiPer.com/rachelbeer  www.thecharityplace.co.uk  www.thecharityplace.org  racheljbeer@googlemail.com  Images © Rachel Beer/ iStockphoto 

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Social Media for Change - prepared for Charitycomms, 22 Oct 08

by Rachel Beer on Nov 04, 2008

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Social Media for Change - prepared for Charitycomms, 22 Oct 08 — Presentation Transcript