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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, …

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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Transcript

  • 1. Social
Media

 for
change
 Rachel
Beer
 Bringing
chari-es
and

 supporters
closer
together

  • 2. Helping
chari-es

 engage
with
supporters,

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

  • 3. ?

  • 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. Do
I
really
need
to
know?

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

  • 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. 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. BIG
  • 15. CLEVER
  • 16. FREE
  • 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. 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. •  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. •  A
na7onal
 reserve
in
 Kenya
 •  Relied
on
 tourism
to
 fund
 conserva7on
 work
 •  Violence
 aZer
poli7cal
 elec7ons
had
 detrimental
 effect
on
 tourism

  • 21. •  Work
and
issues
 brought
to
life

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

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

  • 23. •  599
contacts
 •  Content
added
 regularly

  • 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. •  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. •  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. •  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. Stop
broadcas-ng...
 
 
 
 

 ...
start
engaging

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