Tom Dawkins, Ashoka SOCIAL MEDIA and ON-LINE COMMUNITY-BUILDING:  ACCELERATING YOUR IMPACT
A social entrepreneur's goal is to change the world. So it’s inherently an open architecture. -Bill Drayton The transforma...
WEB2.0 and SOCIAL MEDIA <ul><li>Web 2.0 describes trends that aim to enhance  creativity ,  information sharing  and  coll...
Web2.0 world
STATISTICS <ul><li>Length of time it took a new communications technology to reach a market audience of  50 million: </li>...
Social Technographics <ul><li>What are you? </li></ul><ul><li>Creators : generate the content in social media – uploading ...
Three-Quarters of US Online Adults Now Use Social Technologies (and growing)
What social media is not: <ul><li>Cheap </li></ul><ul><li>Easy (or Hard – it’s complicated) </li></ul><ul><li>Quick </li><...
 
 
<ul><li>Marketing is now about leadership, about leading a tribe, about assembling and connecting and interacting with a g...
Why does social media matter? <ul><li>Social media: </li></ul><ul><li>Can help you get your  story  out </li></ul><ul><li>...
6 Things <ul><li>Describe your initiative (in one sentence) </li></ul><ul><li>Have a goal (advocacy, behavior change, netw...
P.O.S.T. <ul><li>P. – People </li></ul><ul><li>O. – Objectives </li></ul><ul><li>S. – Strategy </li></ul><ul><li>T. – Tact...
<ul><li>How is Ashoka  engaging with Social Media? </li></ul>
Shifts in our thinking <ul><li>FROM TO </li></ul><ul><li>Transactional Marketing Behavioral Change </li></ul><ul><li>Exclu...
Ashoka SocMed Objectives <ul><li>Top-level Objectives: </li></ul><ul><li>Be part of the conversation and exercise thought ...
Ashoka’s Strategy <ul><li>Listen </li></ul><ul><li>Proactively participate in the conversation </li></ul><ul><li>Humanize ...
 
Measuring success <ul><li>Attention.   The amount of traffic to your content for a given period of time.  Similar to the s...
Campaign or Participation Participation Educating, engaging, and involving stakeholders to build long-term communities Cam...
EG: Networking | Barack Obama
EG: Video | will.i.am
EG: Presence | Humane Society
EG: UGC/Tagging | Humane Society cont.
EG: Cute Animals | Humane Society cont.
EG: Crowdsourcing | Change.org Ideas for Change in America
EG: Transparency/Humanize | FORGE
EG: Sharing | Tweetsgiving
Questions to Ask <ul><li>As we consider using a new service or website we ask several questions to determine whether to pr...
ENGAGEMENT and INVOLVEMENT
Don’t be a stranger <ul><li>Tom Dawkins </li></ul><ul><li>Change Manager | Digital Marketing Strategist, Ashoka </li></ul>...
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Social Media for Social Change

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A presentation I gave on Social Media for Social Change at Powershift Virginia to a group of young climate activists, October 2009.

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Social Media for Social Change

  1. 1. Tom Dawkins, Ashoka SOCIAL MEDIA and ON-LINE COMMUNITY-BUILDING: ACCELERATING YOUR IMPACT
  2. 2. A social entrepreneur's goal is to change the world. So it’s inherently an open architecture. -Bill Drayton The transformation of communications real, it’s permanent and it’s more powerful than most of us notice. -Seth Godin
  3. 3. WEB2.0 and SOCIAL MEDIA <ul><li>Web 2.0 describes trends that aim to enhance creativity , information sharing and collaboration online </li></ul><ul><li>Social Media refers to tools for sharing and discussing information among human beings . It provides platforms for people to share their stories and experiences . </li></ul><ul><li>A shift from: </li></ul><ul><li>Broadcast Conversation </li></ul><ul><li>Passive consumption Active participation </li></ul><ul><li>Mass audiences Niche audiences </li></ul><ul><li>Professional journalism Citizen journalism </li></ul><ul><li>One-way information flow Two-way information flow </li></ul><ul><li>Institutional power People power </li></ul>
  4. 4. Web2.0 world
  5. 5. STATISTICS <ul><li>Length of time it took a new communications technology to reach a market audience of 50 million: </li></ul><ul><li>Radio: 38 years </li></ul><ul><li>TV: 13 years </li></ul><ul><li>Internet: 4 years </li></ul><ul><li>Facebook: 2 years </li></ul><ul><li>78% of US adults and 21% of people worldwide access the internet daily </li></ul><ul><li>There were 94.1 million US blog readers in 2007 ( 50% of Internet users) and 22.6 million US bloggers in 2007 (12%) </li></ul><ul><li>Five of the top 10 websites by traffic are social </li></ul><ul><li>1.2 billion people worldwide use social networking sites. Over 300 million use Virtual Worlds </li></ul><ul><li>Three in four US online adults now use social tools to connect with each other compared with just 56% in 2007 </li></ul><ul><li>Total online giving in the US reached over $10 billion in 2007, a 52% increase over 2006 </li></ul>
  6. 6. Social Technographics <ul><li>What are you? </li></ul><ul><li>Creators : generate the content in social media – uploading videos to YouTube, keeping blogs, actively tweeting. </li></ul><ul><li>Critics : leave ratings for products and services at Yelp, Amazon.com, Netflix, YouTube, etc. </li></ul><ul><li>Collectors : use RSS feeds, tag content (Delicious etc), Digg/StumbleUpon </li></ul><ul><li>Joiners : maintain a profile at a social networking site such as Facebook, Myspace, etc. </li></ul><ul><li>Spectators : consume social media by watching videos on YouTube, reading blogs, etc. </li></ul><ul><li>Inactives : do not contact social media. </li></ul>
  7. 7. Three-Quarters of US Online Adults Now Use Social Technologies (and growing)
  8. 8. What social media is not: <ul><li>Cheap </li></ul><ul><li>Easy (or Hard – it’s complicated) </li></ul><ul><li>Quick </li></ul><ul><li>“ Viral” </li></ul><ul><li>Just another marketing channel </li></ul><ul><li>An option </li></ul>
  9. 11. <ul><li>Marketing is now about leadership, about leading a tribe, about assembling and connecting and interacting with a group of people on a mission. Marketing is creating a movement. Leadership is the art of giving people a platform for spreading ideas that work. </li></ul><ul><li>-Seth Godin </li></ul>
  10. 12. Why does social media matter? <ul><li>Social media: </li></ul><ul><li>Can help you get your story out </li></ul><ul><li>Can build coalitions and support collaboration </li></ul><ul><li>Allows you to demonstrate leadership and build a movement/tribe </li></ul><ul><li>Grows your community (of volunteers, donors, supporters, activists) </li></ul><ul><li>Allows for diverse forms of participation and support </li></ul><ul><li>Is where the conversation is already happening and therefore </li></ul><ul><li>Where people can be educated and inspired . </li></ul>
  11. 13. 6 Things <ul><li>Describe your initiative (in one sentence) </li></ul><ul><li>Have a goal (advocacy, behavior change, network – local/national etc) </li></ul><ul><li>How does your audience use social media? </li></ul><ul><li>Your one thing (distil your initiative into one thing that’s truly interesting) </li></ul><ul><li>How will you humanize your initiative? </li></ul><ul><li>How will you measure success? </li></ul>
  12. 14. P.O.S.T. <ul><li>P. – People </li></ul><ul><li>O. – Objectives </li></ul><ul><li>S. – Strategy </li></ul><ul><li>T. – Tactics/Tools </li></ul>
  13. 15. <ul><li>How is Ashoka engaging with Social Media? </li></ul>
  14. 16. Shifts in our thinking <ul><li>FROM TO </li></ul><ul><li>Transactional Marketing Behavioral Change </li></ul><ul><li>Exclusive Network Transparency and Openness </li></ul><ul><li>Internal intellectual capacity Public intellectual leadership </li></ul><ul><li>Bringing people to us Going to where people are </li></ul>
  15. 17. Ashoka SocMed Objectives <ul><li>Top-level Objectives: </li></ul><ul><li>Be part of the conversation and exercise thought leadership towards an Everyone a Changemaker™ world </li></ul><ul><li>Share inspiring stories (of our Fellows, our work) in new ways </li></ul><ul><li>Build our community, better connecting staff, Fellows, social entrepreneurs, supporters and fans </li></ul><ul><li>Increase Ashoka ‘mindshare’ </li></ul><ul><li>Assist our Fellows to engage strategically with social media </li></ul><ul><li>Secondary Objectives : </li></ul><ul><li>Increase traffic to Ashoka.org and Ashoka network websites </li></ul><ul><li>Increase media profile and hits (especially online media) </li></ul><ul><li>Increase online fundraising </li></ul>
  16. 18. Ashoka’s Strategy <ul><li>Listen </li></ul><ul><li>Proactively participate in the conversation </li></ul><ul><li>Humanize Ashoka </li></ul><ul><li>Create value </li></ul><ul><li>Build our Tribe </li></ul><ul><li>Leverage networks </li></ul><ul><li>Involve everyone </li></ul>
  17. 20. Measuring success <ul><li>Attention.  The amount of traffic to your content for a given period of time.  Similar to the standard web metrics of site visits and page/video views. </li></ul><ul><li>Participation.  The extent to which users engage with your content in a channel.  Think blog comments, Facebook wall posts, YouTube ratings, or widget interactions. </li></ul><ul><li>Authority.   Ala Technorati, the inbound links to your content - like trackbacks and inbound links to a blog post or sites linking to a YouTube video. </li></ul><ul><li>Influence.  The size of the user base subscribed to your content.  For blogs, feed or email subscribers; followers on Twitter or Friendfeed; or fans of your Facebook page. </li></ul><ul><li>There's an &quot;x-factor&quot; that comes into play as well:  Sentiment.   The spirit driving user participation matters.  The net result of these adds up to a score for social media engagement. </li></ul>
  18. 21. Campaign or Participation Participation Educating, engaging, and involving stakeholders to build long-term communities Campaign Short-term, focused around a specific ‘ask’. Engaged communities are more likely to respond to an ‘ask’ Campaigns can be used to collect data and sign people up to our online Soc Med properties
  19. 22. EG: Networking | Barack Obama
  20. 23. EG: Video | will.i.am
  21. 24. EG: Presence | Humane Society
  22. 25. EG: UGC/Tagging | Humane Society cont.
  23. 26. EG: Cute Animals | Humane Society cont.
  24. 27. EG: Crowdsourcing | Change.org Ideas for Change in America
  25. 28. EG: Transparency/Humanize | FORGE
  26. 29. EG: Sharing | Tweetsgiving
  27. 30. Questions to Ask <ul><li>As we consider using a new service or website we ask several questions to determine whether to proceed: </li></ul><ul><li>Does it expand your community? </li></ul><ul><li>Can you communicate with this community? </li></ul><ul><li>Does it leverage existing resources such as content? </li></ul><ul><li>What does success look like for your use of this website? </li></ul><ul><li>How do you measure this? </li></ul><ul><li>What is the likely commitment required for success? </li></ul><ul><li>If this requirement requires that you reduce the management of another portfolio site, which one? What are you trading away and for? </li></ul>
  28. 31. ENGAGEMENT and INVOLVEMENT
  29. 32. Don’t be a stranger <ul><li>Tom Dawkins </li></ul><ul><li>Change Manager | Digital Marketing Strategist, Ashoka </li></ul><ul><li>Email: tdawkins@ashoka.org </li></ul><ul><li>Twitter: www.twitter.com/tomjd </li></ul><ul><li>Blog: http://tomjd.wordpress.com </li></ul><ul><li>Networks: www.meeID.com/tomjd </li></ul>

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