Social
Media


             for
change

Rachel
Beer

Bringing
chari-es
and


supporters
closer
together

Helping
chari-es


engage
with
supporters,


stakeholders
&
influencers

–  Fundraising

–  Campaigning

–  Volunteering

–...
?

What
are
social
media?

 
 
Why
use
social
media?

Who
uses
them?

 
 
What
should
we
use
social
media
for?

What
results
...
Do
I
really
need
to
know?

What
do
they
do?

•    Photo
sharing    
      
Vimeo,
YouTube,
Flickr

•    Social
networks 
       
Facebook,
Bebo,
MySp...
•    Variety
of
choice

              •    Ultra‐personalisa7on

              •    Consumer
empowerment

              • ...
.uk
Me@work.co
Me@ho me.com
             ok.com/me
www.facebo
              am.com/me
www.lifestre
              com/me
ww...
Some
compelling
figures...

•  60%
use
Internet
in
the
UK

   –  Half
that
number
use
social
media

•  7
of
the
10
top
site...
The
point
is...




•    Social
media
are
important
–
culturally

•    They
have
changed
the
landscape
forever

•    It’s
...
It
all
adds
up
to
Change...


Connect
           Collec-ve
wisdom

Communicate
       Categorise

Create
            Commu...
How
can
these
tools
contribute?

•  Raising
awareness
and
spreading
the
word

•  Adding
weight
to
your
organisa-on’s
voice...
Benefits
for
your
organisa-on...

•  Stories
&
            •  Provision
of
services

   tes-monials

            to
many
–
...
BIG
CLEVER
FREE
•    2,310
fans

•    Widget
launched
July
2007

•    Downloaded
100,000+
7mes

•    Can
be
placed
on
a
website
or

     s...
Referrals
to
Just
Giving

                                    sers
                               ve u
                   ...
•    Social
site

     launched
in


     March
2008

•    For
people
with

     cancer,
friends
&

     family

•    2,21...
•    A
na7onal

     reserve
in

     Kenya

•    Relied
on

     tourism
to

     fund

     conserva7on

     work

•   ...
•    Work
and
issues

     brought
to
life


     on
blog

•    450
unique
visitors

     each
day

•    Used to
     enco...
•    Used
to

     post
videos

     of
the

     wildlife
and

     the
work

•    23

     subscribers

•    Over
4,000
...
•    599
contacts

•    Content
added

     regularly

•    1,843
people

     follow
them

•    Used
for
updates

     on
the
latest

     news
as
well
as

     talking
to
user...
•    Facebook
Cause
page

     has
raised
$1,395

•    1,772
members

•    38
wall
items
have

     been
posted

•    Hall...
•    An
aggregator

•    View
content

     from
a
variety
of

     placorms
in
one

     place

•    Shows
all
ac7vity

 ...
•    Use
of
many
social
media
tools

•    Encourages
sharing
–
and
makes
it
easy

•    Compelling
content

•    Story
tell...
Stop
broadcas-ng...

   
 
 
 






                  ...
start
engaging

New
rules
of
engagement

•    No
‘us
and
them’
–
now
shared
ownership

•    No
more
broadcast
–
now
conversa-on

•    No
m...
Where
do
we
start?

•    Experiment

•    Need
to
use
to
understand

•    You
don’t
have
to
be
‘perfect’
–
just
human

•  ...
3
things
you
can
do
tomorrow

•  Google
your
charity
and
find
out
where

   people
are
talking
about
you

•  Google
your
‘c...
3
things
you
can
do
by
Friday

•  ‘Park’
your
profiles
on
the
main
plaoorms

•  Find
out
whether
there
is
a
social
media

 ...
Think
strategically

•  Start
with
your
objec-ves

•  How
can
social
media
contribute?

•  What
resources
do
you
need?

• ...
Remember

•    You
don’t
have
to
be
big
to
succeed

•    You
are
not
in
control
–
don’t
try
to
be

•    Con-nuity
–
keep
t...
Connect
with
me...


hPp://twiPer.com/rachelbeer

www.thecharityplace.co.uk

www.thecharityplace.org


racheljbeer@googlem...
Social Media for Change - prepared for Charitycomms, 22 Oct 08
Social Media for Change - prepared for Charitycomms, 22 Oct 08
Social Media for Change - prepared for Charitycomms, 22 Oct 08
Social Media for Change - prepared for Charitycomms, 22 Oct 08
Social Media for Change - prepared for Charitycomms, 22 Oct 08
Social Media for Change - prepared for Charitycomms, 22 Oct 08
Social Media for Change - prepared for Charitycomms, 22 Oct 08
Social Media for Change - prepared for Charitycomms, 22 Oct 08
Social Media for Change - prepared for Charitycomms, 22 Oct 08
Social Media for Change - prepared for Charitycomms, 22 Oct 08
Social Media for Change - prepared for Charitycomms, 22 Oct 08
Social Media for Change - prepared for Charitycomms, 22 Oct 08
Social Media for Change - prepared for Charitycomms, 22 Oct 08
Social Media for Change - prepared for Charitycomms, 22 Oct 08
Social Media for Change - prepared for Charitycomms, 22 Oct 08
Social Media for Change - prepared for Charitycomms, 22 Oct 08
Social Media for Change - prepared for Charitycomms, 22 Oct 08
Social Media for Change - prepared for Charitycomms, 22 Oct 08
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Social Media for Change - prepared for Charitycomms, 22 Oct 08

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I produced this for a mainly communications audience and wanted it to have visual impact, as opposed to a load of text and bullet points - particularly as it was only 20 minutes long. Unfortunately, that means a lot of the context from my commentary on the day is absent. Shame it wasn't recorded! There is, however, a podcast featuring interviews from the event here: http://www.charitycomms.org.uk/events/charitycomms_seminars/20081022/charitycomms_seminar and an article to accompany the slideshow here: http://www.charitycomms.org.uk/articles/insider_secrets/why_charities_need_to_use_social_media (you may see Page not found when and have to refresh)

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

  1. 1. Social
Media

 for
change
 Rachel
Beer
 Bringing
chari-es
and

 supporters
closer
together

  2. 2. Helping
chari-es

 engage
with
supporters,

 stakeholders
&
influencers
 –  Fundraising
 –  Campaigning
 –  Volunteering
 –  Marke-ng
 –  Communica-ons

  3. 3. ?

  4. 4. 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?

  5. 5. Do
I
really
need
to
know?

  6. 6. 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

  7. 7. •  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

  8. 8. .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
  9. 9. 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

  10. 10. 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

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

  12. 12. 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

  13. 13. 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

  14. 14. BIG
  15. 15. CLEVER
  16. 16. FREE
  17. 17. •  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

  18. 18. 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
  19. 19. •  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

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

  21. 21. •  Work
and
issues
 brought
to
life

 on
blog
 •  450
unique
visitors
 each
day
 •  Used to encourage donations
 •  $40k
raised
in
 March 2008

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

  23. 23. •  599
contacts
 •  Content
added
 regularly

  24. 24. •  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

  25. 25. •  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

  26. 26. •  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

  27. 27. •  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

  28. 28. Stop
broadcas-ng...
 
 
 
 

 ...
start
engaging

  29. 29. 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

  30. 30. 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

  31. 31. 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

  32. 32. 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

  33. 33. 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

  34. 34. 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

  35. 35. 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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