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Social Media for Social Action: Case studies in campaign planning for social media

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  • 1. Case Study: Knight News Challenge  2008‐09  Using social media to drive  awareness & engagement (while  being lean but not mean)    Susan Mernit  Social Media for Social AcFon  October2009 
  • 2. How to use social media tools—Facebook, TwiNer, Flickr  & blogs—to create awareness for your project that will  get you new audiences, deeper user engagement and  more buzz—without a lot of cost: a case study. 
  • 3. Knight News Challenge (newschallenge.org):    Annual compeFFon awarding $5MM in funds to projects that support  local news and discussion in specific geographic communiFes (3 yrs)   Open compeFFon, anyone can enter, products MUST be open source   InternaFonal reach, proposals sought from wide range of communiFes 
  • 4. Goals for 2008‐09 challenge:   Improve quality and diversity of  applicaFons   Improve peer support and peer  mentoring experiences at start of program   Strengthen internaFonal applicaFons,  parFcularly in Asia  What we had to work with:   Part Fme team of 3 people: 5 hours a  week each for 2 months   $2,500 events budget   Free social media tools  Results we achieved:   47 % increase in traffic to newschallenge.org   50% increase in unique visitors   17,000 uniques at site last day of compeFFon, 100%  increase   224 blog posts about program compared to 24 the  previous year   Vibrant community: 1,800 registrants for NC Garage 
  • 5. So how did we do that? 
  • 6. Made A Plan w/Measurable Goals  Goals:  Increase awareness in tech & social media communities  Create viral buzz, blogosphere  Diversify applications  Build community Tactics:  Orchestrate program of blogging  Local meet-ups  Build Garage, peer review/mentoring  Multiple Facebook groups & events  Email blasts across the world  Outreach to key influencers  Multiple twitter accounts 2X day for 2 months
  • 7. Executed plan, on a schedule  •  Built 2 month, 3X a  •  AcFve flickr groups;  week schedule for blog  •  #hashtag, #knc09  posts; asked reviewers  •  2X week email blasts  to blog  •  9 live meet ups across  •  Assigned main  US over 2 months  twiNerer; retweeted,  thanks others for  •  Video tesFmonials  retweets  •  Repeated contacts w/ influencers, bloggers 
  • 8. Budgeted Fme & money  •  Time  •  Money  –  Assigned staffers,  –  P/T social media  distributed Fme over  community manager for  week  2 months, 15 hours week  –  Minimized lingering,  –  Free spaces for meet‐ turned social media OFF  ups, soda & chips for  –  Weekly call discussing  snacks  roles, impact, goals for  –  No hotel bills; planned  week  with Knight travel 
  • 9. Results   2,323 entries submitted  60,000 mentions of “Knight News Challenge” on non-Knight sites in 2008; 110% increase from 2007  1,800 registrants, Garage; 50% applied  400 attendees, live meet-ups; 50% applied  700 links to mentions of the events indexed in Google, 30 photos on Flickr tagged Knight News Challenge meet up)  Write ups NYT, Valleywag
  • 10. Why did this work ?
  • 11. Social Networks are growing VERY  Twitter Facebook QUICKLY  FriendFeed Flickr YouTube
  • 12. Adults have joined FB & TwiNer  In the past year, Twitter traffic has grown 3,700%; minutes spent on Facebook have increased 700% in the same time frame In the U.S, total minutes spent on social networking sites have increased 83 percent year‐over‐year.  Visitors aged 25 to 34 and 35 to 49 were the highest indexing age groups on Facebook, represenQng 27  percent and 23 percent as more likely to visit the site than the average user, respecQvely.
  • 13. RecommendaFons for Success  PLAN A SOCIAL MEDIA CAMPAIGN  Delegate bloggers, writers, editors to Twitter, cross-link  Develop strong presence on Facebook  Live tweets some events Make one staffer accountable; provide support and tools a la @andycarvin @ NPR.org 13
  • 14. What to measure  •  Increase in traffic        •  Increase uniques      •  Increase frequency of visits  •  Increase followers & fans  •  Increase bloggers (new pipeline)  •  Re‐tweets  •  @replies to staffers  •  Links to your  content 
  • 15. Tools to use to measure  Web traffic  Social Media  •  Google analyFcs  •  Bit.ly: measures clicks  –  How to videos  •  TwiNercounter  •  Count registraFons  •  Count comments 
  • 16. Real Time Resources to learn more   Public Media Collaborative, volunteer group dedicated to free and low cost training in social media—jpin the FB group(http://bit.ly/1UkVC)  Net Squared Net Tuesdays, monthly meet-ups at Tech Soup Global, San Francisco, next meeting (http://www.netsquared.org)  Non profit boot camp, Craigslist Foundation http://craigslistfoundation.org/schedule.html
  • 17. Web resources for follow‐up   Social media for social action, Susan Mernit, white paper documenting social media outreach by The Knight News Challenge & others http://susanmernit.com/services/  Beth Kanter’s Blog: How Nonprofits Can Use Social Media-http://beth.typepad.com  Deanna Zandt, forthcoming book, Share This! How You Will Change the World With Social Networking! (Barrett-Koehler) &her blog: http://deannazandt.com  Rebecca Leaman, Wild Apricot’s Non Profit Tech Blog, http://www.wildapricot.com/blogs/newsblog  SocialBrite, social tools for social change, http://socialbrite.org
  • 18. Thanks for listening! Susan Mernit susan@oaklandlocal.com Twitter: susanmernit Oakland Local http://oaklandlocal.com News for the people