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  • 1.
  • 2. It was the best of times, it was the worst of times, it was the age of wisdom, it was the age of foolishness, it was the epoch of belief, it was the epoch of incredulity, it was the season of light, it was the season of darkness, it was the spring of hope, it was the winter of despair, we had everything before us, we had nothing before us, we were all going direct to heaven, we were all going direct the other way…
    Charles Dickens, ‘A Tale of Two Cities’
  • 3. The Good News:
    Social Media
    The Bad News:
    We’re in charge
  • 4. Good News: Opportunity
    Source: Paul Gillin
  • 5. Good News: Strategy
    Social Media: Tactics & Tools
    Community & Social Networking
    Social
    Content
    Generate Buzz
    Listen
    Engagement
    • Support Overall Communication and Internet Strategy
    • Supports Offline Action, change of behavior, or impact outcome
    Source: Beth Kanter
  • 6. Good News: The Rise and Rise of Mobile
    UK firm Coda Research Consultancy forecasts that in the U.S. mobile handset data traffic will grow from 8 petabytes/month this year to 327 petabytes/month in 2015.
    That equals a 117 percent compound annual growth rate (40x ).
  • 7. Good News: What That Means for Non-Profits?
    Haiti Earthquake findings:
    27% of Americans are more likely to donate via text message if there is a credible endorser (person, company, non-profit)
    27% would be more likely to text a donation if a company/organization “matched” their gift
    19% would rather text a donation to a cause or non-profit organization than through other means (e.g., write a check or donate online)
    18% are now more likely to text a donation to their favorite non-profit organization if it is an available option
    Source: Cone Inc Text to Give Trend Tracker: http://www.coneinc.com/text-to-give-trend-tracker
  • 8. Good News: Social Media Meets Mobile
    “Facebook Mobile Hits 100 Million Users,
    Growing Faster Than On Desktops.”
    TechCrunch, February 10th, 2010
  • 9. Bad News: Potential Limitations
    Fundraising to Fundraise
    Hit or Miss Management
    Operational Inefficiencies
    (Mis)Perceptions
  • 10. 1. Fundraising = Choke Collar
    • SMALL SCALE:
    Very limited operating capital (on average 5 months)
    • LARGE SCALE:
    Budgets set way in advance of outreach efforts (leaving creative partners to absorb shortfall)
  • 11. 2. Management
    RESOURCE RICH, MISSION POOR: New players with large assets unclear about how to transition into the social change space, their specific mission and how to achieve it.
    RESOURCE POOR, MISSION RICH: There will never be enough resources so people and vendors are paid poorly (and therefore uncompetitive).
  • 12. 3. Operational Inefficiencies
    Design and technology inefficiencies
    Transparency, Corruption
    Competitive vs. Open Source
    Eg: Cameron Sinclair, Architecture for Humanity
    More: http://architectureforhumanity.org/
  • 13. 4. (Mis)Perceptions
    External: Non-profits suffer resource scarcity or an embarrassment of wealth.
    Internal: Non-profits are seemingly to be rewarded for being penny-pinching rather than being visionary and strategic.
  • 14. An Alternative: A ‘For-Profit’ Mindset
    “To mount a campaign to convert 6 billion people to love—which is essentially the role of charity—takes a lot of money… Raise the capital to promote the idea by offering a return on investment, hire the best people to manage the effort, and run the advertising to spread the word. You beat capitalism at its own game.”
    ‘Uncharitable’ by Dan Pallotta
    Find: http://www.amazon.com/Uncharitable-Restraints-Nonprofits-Contemporary-Perspectives/dp/1584657235
  • 15. Where do you start?
    At the beginning
    NOT
    the end.
  • 16. The “Being” vs. “Doing” of a brand
    “Doing”
    1: Fundraising to fundraise
    2: Finding the “right” celebrity
    3: Serving vs. Solving
    “Being”
    Two choices
    1: Everything to everyone
    2: Something to someone
  • 17. Why?
    If you don’t know who you are,
    neither do we.
    If you can’t explain your mission,
    neither can we.
  • 18. Who are you?
    Be relentlessly clear about:
    What you are
    AND
    What you’re not.
    What you are going to do
    AND
    What you are not.
  • 19. Five For-Profit Habits
    1. Creativity
    2. Collaboration
    3. Audacity
    4. Engagement
    5. Community
  • 20. Habit 1: Creativity
  • 21. Own Something: Coca-Cola vs. Pepsi
    Refreshment vs. Happiness
    Change vs. Constant
    Standalone websites vs. existing social hubs
  • 22. Offer Something
    Further Examples: http://www.insidefacebook.com/2010/02/23/6-tips-for-running-promotions-within-facebooks-guidelines
  • 23. Re-purpose the Everyday
    Source:http://dogoodhq.com
  • 24. Waste Not: Hello Rewind
    More: http://www.hellorewind.com/
  • 25. Innovate (Inexpensively): Nike’s Chalk Bot
    More: http://www.nike.com/nikeos/p/livestrong/en_US/chalk_messages
  • 26. Embrace Technology: Nike’s True City App
    • “Insider” information about six different European cities.
    • 27. Open for you to update the content
    More: http://www.adverblog.com/archives/004162.htm
  • 28. Go Shopping
    Source: http://www.causeworld.com
  • 29. Per-apps, Per-apps, Per-apps…
    GoodGuide: Scan products for social responsibility
    Give work: Crowdsourcing for good
    Find Green: Locate nearby green businesses
    Causeworld: Rack up donations through shopping
    The Extraordinaries: A way to ‘micro-volunteer’
    mGive: Donate to causes via SMS
  • 30. SnapImpact: Connecting volunteers with local opportunities
    Frontline SMS: Help & engagement through text
    Ushahidi: A platform for collective action
    MobileRice: Donate grains of rice to hungry
    Read more: http://www.socialbrite.org/2010/04/01/10-mobile-apps-for-social-good
  • 31. Go Virtual: Second Generation Currency
    Social Vibe & Farmville
    Real currency = virtual benefits
  • 32. Get Physical
    Microsoft’s Skinput is based on an armband straddling the wearer's biceps and detecting the small vibrations generated when the user taps the skin of his arm.
    http://www.engadget.com/2010/03/02/skinput-because-touchscreens-never-felt-right-anyway-video
  • 33. Habit 2: Collaboration
  • 34. Partner Up: Nike Green XChange
    Social entrepreneurs and manufacturers access the green technologies dreamed up in Nike’s R&D lab—like its low-toxin rubber—with its new open source website, confounded with companies including Best Buy and Yahoo.
    “All of us are sitting on untapped assets, our patent libraries are gathering dust,” says Hannah Jones, Nike’s vice president of sustainable business and innovation. “Climate change is too big for any one company to tackle.”
    Visit: http://greenxchange.force.com/
  • 35. Pitch Ideas
    Source: http://www.goodzuma.com
  • 36. Reach Out
    Source: http://www.causecast.org
  • 37. Brainstorm Together: Wecanendthis.com
    Living Cause Lab
    Year Long Workshops
    Concept: Social Utility Bill
    More: http://wecanendthis.com/
  • 38. Cross-Sector Alliances
    Hybrid For-profit & Non-profit
    Branding, Education, Technology, State Craft, Education
    Non-profits, Private Sector, Government
    DoD, Government, Non-profits
    More: http://www.interculture.com/
  • 39. Habit 3: Audacity
  • 40. Be Funny: Sweden Postal Service
    The Postal Service is targeting the senior set by helping the 72-year old Swedish thespian Bo Brundin recreate his 60’s shag pad.
    They launched a special site and YouTube films and helped Brundin create his own blog, through which he could request others’ help to locate the furnishings and paraphernalia of his youth.
    More: http://creativity-online.com/work/swedish-postal-service-forever-young-site/19009
  • 41. Be Really Funny: Stiller Strong & Bulgaria
    • Ben Stiller announced the launch of the Haitian School Initiative, an effort to provide temporary schools for Haitians displaced by the earthquake on January 12, 2010.
    • 42. He did this by having fun with the cause category.
    Visit: http://www.stillerstrong.org
  • 43. Play Games
    • Urgent Evoke is a new online game that teaches people how to solve the most urgent problems in the world.
    • 44. There is a code of ethics, you get a mentor and join discussion boards.
    For more: http://www.urgentevoke.com
  • 45. Media Becomes You: ViewChange.org
    Link TV is launching ViewChange.org—a digital media hub that highlights progress in reducing hunger, poverty, and disease in developing nations.
    Funded by the Bill & Melinda Gates Foundation, ViewChange.org combines video stories with the latest Web technology to make videos, articles, blogs, and actions readily available to key audiences working in global development.
    Explore: www.viewchange.org
  • 46. Go Big
    Explore: http://www.massivegood.org/en_US
  • 47. Go Global
    http://www.jumo.com
  • 48. Demand the Impossible
    Imagine asking Coke to redesign their iconic round bottle simply to aid recycling?
    More: http://inventorspot.com/articles/design_student_takes_green_packaging_coca_cola_39715
  • 49. Do the Unthinkable
  • 50. Risk More
  • 51. Habit 4: Behavior
  • 52. Be Honest: Dove Campaign for Real Beauty
    Explore: http://www.dove.us/#/cfrb
  • 53. Warning: Play Fair
    Source: http://chaseboycott.com
  • 54. Listen First.Say You’re Sorry
  • 55. Reward Good Work: Brandkarma
    Brandkarma.com
    is a site designed
    to help people distinguish between the good brands
    and the ones
    who deserve a
    lump of coal.
    More: http://www.fastcompany.com/tag/brandkarmacom
  • 56. Know your audience: Psycho Socialgraphics
    Social CRM
    The sociographics approach is a deeper level of target understanding: it focuses on the individuals who 
are part of the “target” (at least on the most influential ones), listening to their needs, values and behaviors directly. It’s an integration to the demographic and psychographics approach.
    Source: Dean Holmes
  • 57. Know your audience: Psycho Socialgraphics
    Goals and rewards – Consider the kinds of goals you might set and the rewards that may be earned by users who reach them. These might be personal goals and reward levels, tasks, challenges, or points. Or social goals and rewards, resulting in status, ranking, visibility, lists, features and spotlighting members.
    Moods and feelings – Give expressive users ways in which to communicate their moods and feelings. For example, emoticons and gifts, or icons to be used and exchanged with friends or attached to messages and content. These gestures, while small, can be curiously compelling.
    Knowledge and learning – For users interested in research, information, bookmarking and more search and browse-related activities, provide ways to share discoveries. Capture those learned moments and make them visible – perhaps surface and validate experts and top contributors.
    Giving and receiving – For users who enjoy social transactions provide gifts and a means of passing them around privately and publicly. Gifting is a highly social form of communication, and besides being kind, engages a sense of reciprocity in most of us. So it’s naturally contagious.
    Helping and assisting – Some users are just naturally good at paying attention to others, and enjoy helping and assisting those with needs or questions. Design ways to surface these needs and create channels by which helpers can pitch in.
    Reviewing, recommending, and rating – Users equipped with opinions and a sense of taste can make valuable reviewers and recommenders. Design ways capture their contributions and social content. This can be designed then into lists, favorite, trends, news and more.
    Asking and answering – In a world of search, there are still many occasions when users want to ask questions and get personal answers. And in a world of search results, there are those who enjoy sharing their knowledge, expertise, and help. But questions disappear if they are not captured and paid attention to.
    Announcing and sharing – There are users so on top of news that furnishing them with means to announce their discoveries makes for an easy and effective way to keep social content fresh and interaction active. Topical organization, along with trends, help users sort and filter what’s relevant to them.
    Sources: Beth Kanter, Adrian Chan & Jennifer Aaker
  • 58. Love Data
    Transparency and impact are now required.
    Self-organizing groups using free technology will challenge institutional monopolies
    Anyone can act anytime, anywhere.
    Mobile will define the next generation of giving.
    Global reach is now expected. Egs. Kiva.org or Wikipedia.
    Metrics to Monitor:
    http://socialtimes.com/2010/02/social-media-metrics
  • 59. Habit 5: Community
  • 60. Leverage Community
  • 61. Inspire Inspirers
    Pepsi Refresh Project
    The Non-Profit Video Awards
    Source: http://www.refresheverything.com
    Source: http://www.youtube.com/nonprofitvideoawards
  • 62. Crowdsource: Kraft & Lacta
    Kraft & Lacta
    A total of 11,500 people registered and voted on pre-production decisions.
    The film attracted a 12% share of viewers and was seen by more than 335,000 Greeks on TV.
    In the first few weeks online, the film was viewed 150,000 times and attracted more than 20,000 fans on Facebook. And the song featured in the film became a hit.
    ‘Love in Action’ includes only three shots of Lacta in 27 minutes
    Play: http://vimeo.com/10261997
  • 63. Rally Your Community: Betty White on SNL
    Betty White might actually make an appearance on Saturday Night Live—a victory for more than 400,000 Facebook users who became fans of a page lobbying Lorne Michaels to offer the comedienne the chance to host an episode.
    Source: http://www.mtv.com/news/articles/1633670/20100311/story.jhtml
  • 64. Celebrate Humanity: Coke Happiness Project
    Three ambassadors selected by the brand community are visiting 206 countries in 2010 documenting what happiness means to different people around the world.
    Travels documented through all available media: no advertising support.
    Promotion channels target international audiences: Facebook, YouTube, Twitter, Bebo, Orkut, Tencent CC.
    Source: Paul Gillin
  • 65. Learn from Community
    Community = IP = self-preservation = longevity
    “To ensure your longevity ask how you create the greatest value for your users.”
    Evan Williams, Twitter co-founder at SXSW 2010
  • 66. Find the Human in Technology
    1: Technology is not the solution. People are.
    2: Don’t force adoption.
    3: See with your ears. Listen with your eyes.
    4: Tell stories storyteller.
    5: Don’t leverage technology, build relationships.
  • 67. Excuses No Longer Apply
    Traditional and new media need to work together to create new species within the ecosystem.
    SMS has the power of twitter to reach those on the other side of the digital divide.
    How do you know when you got it right? Reverse elevator pitch.
    “The most profound promise of the internet is the democratization of information. This can change the world.”
    Evan Williams, Twitter co-founder at SXSW
  • 68. Yoda Moments
    Technology is teaching
    us to be human again.
    When you own the relationship you own everything.
    Companies will be distinguished by their quality of listening.
  • 69. Non-Profits have an Advantage
    As a value-based proposition, non-profits have advantage over for-profits in a community driven marketplace.
    Emotion is the currency we trade, values are inherently sharable.
    Technology is timely, values are timeless.
    Millennials want their own future not their parent’s past.
  • 70. The Choice is Yours
    “Institutions will try to preserve the problem
    to which they are the solution.”
    —Clay Shirky
  • 71. It’s Not What You Do, It’s Who You Are
    YOU
    awesome
    ME
  • 72.
  • 73. Thank You.
    SimonMainwaring.com
    @SimonMainwaring
    facebook.com/SimonMainwaring
    MainwaringCreative.com

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