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’
The Good News: Social Media The Bad News: We’re in charge
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
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 ).
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
Good News: Social Media Meets Mobile “Facebook Mobile Hits 100 Million Users, Growing Faster Than On Desktops.” TechCrunch, February 10th, 2010
Bad News: Potential Limitations Fundraising to Fundraise Hit or Miss Management Operational Inefficiencies (Mis)Perceptions
Very limited operating capital (on average 5 months)
Budgets set way in advance of outreach efforts (leaving creative partners to absorb shortfall)
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).
3. Operational Inefficiencies Design and technology inefficiencies Transparency, Corruption Competitive vs. Open Source Eg: Cameron Sinclair, Architecture for Humanity More: http://architectureforhumanity.org/
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.
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
Where do you start? At the beginning NOT the end.
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
Why? If you don’t know who you are, neither do we. If you can’t explain your mission, neither can we.
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.
Five For-Profit Habits 1. Creativity 2. Collaboration 3. Audacity 4. Engagement 5. Community
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
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
Go Virtual: Second Generation Currency Social Vibe & Farmville Real currency = virtual benefits
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
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/
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
Urgent Evoke is a new online game that teaches people how to solve the most urgent problems in the world.
There is a code of ethics, you get a mentor and join discussion boards.
For more: http://www.urgentevoke.com
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
Go Big Explore: http://www.massivegood.org/en_US
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
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
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
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
Inspire Inspirers Pepsi Refresh Project The Non-Profit Video Awards Source: http://www.refresheverything.com Source: http://www.youtube.com/nonprofitvideoawards
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
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
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
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
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.
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
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.
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.
The Choice is Yours “Institutions will try to preserve the problem to which they are the solution.” —Clay Shirky
It’s Not What You Do, It’s Who You Are YOU awesome ME