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Social media for social change workshop


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This workshop introduces participants to social media sites and tools that can be used to engage new audiences about diversity and human rights. The presentation focuses on Facebook, Twitter and Youtube. Readers will learn the basics of social media strategy, what the various sites offer and how social media activities can be measured. This is aimed towards people who are moderate users of the internet and new to social media.

Published in: Technology
  • This was a really useful presentation. Lots of ideas and wonderful for people working in the area of Diversity to have such a talented person presenting great information. Thank you
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Social media for social change workshop

  1. 1. WORKSHOP: SOCIAL MEDIA FOR SOCIAL CHANGE Mia Northrop New Zealand Diversity Forum 2010 Monday, 23 August 2010 1
  2. 2. AGENDA • Definition of social media • Overview of three key social media sites • Measuring social media activity • Social media strategy basics • Key social media resources Monday, 23 August 2010 2
  3. 3. ABOUT ME • Experience Lead at Symplicit, a user experience consultancy in Melbourne, Australia • Do research, strategy and design for digital products like websites, mobile phone applications, touch screen kiosks and anything else with a screen • Organised the event Vindaloo Against Violence that attracted 17,000 protesters against racism and violence • Set up and promoted the event through Wordpress, Facebook and Twitter and watched it spread like wildfire from 100 friends to over 35,000 people Monday, 23 August 2010 3
  4. 4. WHAT IS SOCIAL MEDIA? • Web-based technologies that allow people to generate content, engage in peer-to-peer conversations and exchange content • It blends social interaction, user-generated content and internet and mobile technology Monday, 23 August 2010 4
  5. 5. FORMS OF SOCIAL MEDIA Communication Game sharing: Kongregate, Miniclip Blogs: Blogger, LiveJournal, TypePad, WordPress Multimedia Microblogging: Foursquare,, Tumblr, Twitter, Yammer Photography and art sharing: Flickr, Photobucket, Picasa Social networking: Facebook, MySpace Video sharing: Viddler, Vimeo, YouTube Events: Eventful,, Upcoming Livecasting: Livestream, Skype, Ustream Information Aggregators: Netvibes, Twine Music and audio sharing:, Pandora Online Advocacy and Fundraising: Causes Presentation sharing: scribd, Slideshare Collaboration Reviews and opinions Wikis: Wikimedia Product reviews:, Social bookmarking : Delicious, StumbleUpon Business reviews: Customer Lobby, Yelp, Inc. Social news: Digg, Reddit, Newsvine Community Q&A: Askville, WikiAnswers, Yahoo! Answers Entertainment Virtual worlds: Second Life, The Sims Online Source: Monday, 23 August 2010 5
  6. 6. IMPACT OF SOCIAL MEDIA According the to Center for the Digital Future 2008 Report, participation in online communities dramatically increases participation in social causes: • 87% of online community members are participating in causes that are new to them since they got involved with the community • 21% of members said their involvement in non-profits had increased Source: Monday, 23 August 2010 6
  7. 7. SOCIAL MEDIA MARKETING Programs that centre on efforts to create content that attracts attention, generates online conversations, and encourages readers to share it with their social networks. The message spreads from user to user and resonates because it is coming from a trusted source, as opposed to the brand or company itself. And it results in something tangible for your organisation. Source: Monday, 23 August 2010 7
  8. 8. SOCIAL MEDIA STRATEGY Who? What? When? Why? Programs that centre on efforts to create content that attracts attention, generates online conversations, and encourages readers to share it with their social networks. Who Where? How? among? And it results in something tangible for your organisation. What? Monday, 23 August 2010 8
  9. 9. CASE STUDY: OLD SPICE • Social media campaign to expand appeal of Old Spice body wash to women (buyers) and men (buyers and users) • Launched on YouTube and tapped into Twitter, Facebook and Reddit • Sales rose 107% in the last month • Case study video Monday, 23 August 2010 9
  10. 10. FACEBOOK Monday, 23 August 2010 10
  11. 11. FACEBOOK FAST FACTS • Over 500 million active • Average user is connected users, 50% of which log on to 80 community pages, to Facebook in any given day groups and events • Average user has 130 • Average user creates 90 friends pieces of content each month • People spend over 700 billion minutes per month • About 1,435,000 users live on Facebook in New Zealand Source:!/press/info.php?statistics ; Monday, 23 August 2010 11
  12. 12. FACEBOOK TOOLS • Create a public Facebook • Selector develop your own Page applications • Choose the tabs • Run text or graphic ads and (applications) that your page target by location, interest will include eg wall, info, and age discussions, photos, videos, e-commerce store, notes, • Seta daily ad budget and reviews pay according to whether you want people see or click on your ad Source: Monday, 23 August 2010 12
  13. 13. FACEBOOK INTERACTION • Posts will appear in your • Fanscan also post things to fans’ news feeds your page, if you let them • Posts might be status • Their friends will see that updates, notes, links to they have posted, liked, articles, videos, photos or shared and commented via other content their own news feed • Fans can like, share and comment on the things you post from their news feed or directly on your page Monday, 23 August 2010 13
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  15. 15. MEASURING FACEBOOK ACTIVITY • Facebook Pages Insights tool measures: • traffic to your pages • how many people commented on your post • how many people see your posts in their news feed, viewed photos or videos, interacted with discussion topics • the gender and age range of users Monday, 23 August 2010 15
  16. 16. MEASURING FACEBOOK ACTIVITY • Facebook Ad Manager tool measures: • Standard metrics like the number of times your ad is shown and the number of times your ad is clicked • Demographic metrics about the people who are clicking on your ad like age, gender and location • Profile metrics about the people who are clicking on your ad like interests, favourite movies and books • Conversion metrics Monday, 23 August 2010 16
  17. 17. ACTIVITY: TARGET AUDIENCE •Who would your organisation want to talk to on Facebook? •Who would you want to know about your organisation? •Who on Facebook would you like to hear from? Monday, 23 August 2010 17
  18. 18. YOUTUBE Monday, 23 August 2010 18
  19. 19. YOUTUBE FAST FACTS • Each month 47% of the • 51% of users go to YouTube world’s internet population weekly or more often, 52% visits YouTube and spends of 18-34 year-olds share about 57 mins viewing videos often with friends videos and colleagues • Every minute, 24 hours of • YouTube videos can be video is uploaded embedded into sites, blogs, viewed on mobile devices • Users are18-55, evenly and from TVs and gaming divided between males and consoles females Source: ; Monday, 23 August 2010 19
  20. 20. YOUTUBE TOOLS • Create a YouTube channel • Runoverlay ads, promoted where you can upload videos and banner ads on videos others’ video content • Add annotations to videos to give people more info or a call to action when it ends • Create a YouTube brand channel with a custom design Monday, 23 August 2010 20
  21. 21. YOUTUBE INTERACTION • People can subscribe to • People can embed the video your channel and be notified into their own site or blog when you upload new and share it via other forms videos of social media • For each video, people can • Peoplecan ‘friend’ you, send watch, like, dislike, comment, you messages and comment vote on others’ comments, on the channel page reply to comments, save to playlists or add to favourites • Replies can be videos too Monday, 23 August 2010 21
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  24. 24. MEASURING YOUTUBE ACTIVITY • YouTube Insight tool measures: • how many times your video has been viewed and its unique users • how people discovered your video (e.g. from a related video link, keyword search, from your channel page, Google etc) • the popularity of your video (likes and dislikes) • age range and gender of viewers • the number of ratings, comments and favourites • the geographic location of viewers • how many people subscribed or unsubscribed Monday, 23 August 2010 24
  25. 25. ACTIVITY: CONTENT •What do you want to say? What do people want to know about? •Are you providing customer support with instructions and how tos, trying to attract new prospects with case studies, or simply building a list of subscribers? •What format is the best way to communicate it? Text, audio, video, images? •How frequently does it need to be updated? What will be evergreen vs regularly refreshed? •What tags or metadata will you use to describe your content so search engines can find it? •Who will moderate the comments that people leave? Who will respond to comments? Who will comment, rate and reply on others’ content to fully participate in the community? •What will make the content be ‘shareworthy’? Monday, 23 August 2010 25
  26. 26. TWITTER Monday, 23 August 2010 26
  27. 27. TWITTER FAST FACTS • More than 190 million users with about 25 million in Asia Pacific • Users send 65 million tweets per day • 54% are aged 18-34 years • 53% female, 34% male, median age 31 Source: ; ; http:// Monday, 23 August 2010 27
  28. 28. TWITTER TOOLS • Create a Twitter profile page and customise the background • Set up public or private groups, or lists, to categorise the people you follow • Create saved searches to monitor the mention of keywords or phrases Monday, 23 August 2010 28
  29. 29. TWITTER INTERACTION • Send messages with • Peoplecan rewteet your embedded hyperlinks and tags message so that all their followers see your original • Users follow you. Your tweets tweet appear in their timeline • Send direct messages privately • People reply to your tweets to those that you follow and and their followers will see the who follow you back reply • Find relevant companies and • You can favourite a tweet individuals to follow. Their tweets appear on your timeline. Monday, 23 August 2010 29
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  31. 31. MEASURING TWITTER ACTIVITY • Twitter tools, available from third parties, measure: • how many people have clicked on your hyperlinks • geographic regions of those who have clicked • most commonly used hashtags and others using the same hashtags • impact score and influencer type • who is influenced by you and who influences you as well as your most influential topics • true reach • positive and negative sentiment about you Monday, 23 August 2010 31
  32. 32. MEASURING TWITTER ACTIVITY • Twitter tools, available from third parties, include: • Hootsuite • Twitalyzer • Klout • • • Tweetdeck • CoTweet Monday, 23 August 2010 32
  33. 33. ACTIVITY: CROSS-PROMOTION •Who will comment, rate or reply on others’ content to cross-reference your own? Which other content owners are worth building affinity with and creating dialogue? •What existing websites or other digital properties will need to be updated with references to your social media presences? •What content from your social media presences could be integrated with your existing websites? What section of the website does it best belong? •What printed material will need to be updated with references to your social media presences? •What marketing support can be given to make people aware of your social media presences? •What will be the signs to decommission a particular social media presence? Monday, 23 August 2010 33
  34. 34. SOCIAL MEDIA STRATEGY "Vision without execution is a daydream. Execution without vision is a nightmare." -Japanese Proverb Monday, 23 August 2010 34
  35. 35. SOCIAL MEDIA STRATEGY • Organisational readiness is the first step • Think about the level of engagement you have now with your constituents and how many channels you use to engage them and where you want to end up • Need to prepare and align internal roles, policies, processes and stakeholders with the organisational objectives you have for social media • Embracing social media is not just as a one off campaign but a way of doing business that impacts all areas of the organisation Monday, 23 August 2010 35
  36. 36. SOCIAL MEDIA STRATEGY Research the customer profile • Where are your constituents likely to be on online and who are they influenced by? Who trusts them? • What are their online social behaviours? Do they watch, share, comment, produce or curate information? Where? • What social information or people do they rely on? Gurus, mavens, communities. • How do they use technologies in the context of your services? • Monitor how your organisation or brand is being talked about. Source: Monday, 23 August 2010 36
  37. 37. SOCIAL MEDIA STRATEGY • Analyse the market. What are local and international organisations similar to yours doing with social media? • Do an audit of what your organisation is doing now with social media. What are employees doing personally and professionally? Are there any internal experts? Look beyond Gen Y. Processes • Organisational models: centralised, handled by one person or department vs organic, experimental, uncoordinated vs hub coordinating satellites vs coodinated honeycomb where each employee is empowered • Crisis response plan: think about a triage map if it does not go according to plan. Monday, 23 August 2010 37
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  39. 39. SOCIAL MEDIA STRATEGY Policies • Disclosure & ethics policy for staff and consumers • Social media policy for staff • Community policy for consumers (applies to blogs, comments on Youtube etc sets standard of behaviour) • Internal education to get buy in and organisation change People • Social strategist, community manager, agencies, customer advocates Monday, 23 August 2010 39
  40. 40. SOCIAL MEDIA RESOURCES • PR on Facebook • EngagementDB • Mashable • Altimeter Group • Slideshare - “social media for social good” Monday, 23 August 2010 40
  41. 41. QUESTIONS? Monday, 23 August 2010 41
  42. 42. THANK YOU Monday, 23 August 2010 42