presentation I gave to a group of non-profits who are all interested in the implications of the social web for their respective businesses. highlighted broad cultural implications of the social web, 5 themes or 'things to know' as a non-profit looking to get involved, as well as case studies to show how cause brands and non-profits have engaged people effectively.

1. TAPPING THE POWER OF THE SOCIAL
TO DO GOOD IN THE WORLD
March 2010, Presentation To More Than Words

2. HELLO, I’M AVIN
AND I’M AN ACCOUNT PLANNER

4. PUT ANOTHER WAY, I TRY TO
SERVE AS A GUIDE,
INTERNALLY AND EXTERNALLY

5. I WORK WITH BRANDS TO ENGAGE
THEIR COMMUNITIES
AND DRIVE SOCIAL IMPACT
5

6. CURRENTLY, THAT HAPPENS TO
BE IN AREAS LIKE THESE.
6

8. 8

9. 9

10. THE TRUTH IS, IT’S NOT AS
COMPLICATED AS MANY WOULD
LEAD YOU TO BELIEVE

11. PEOPLE...BEHAVING LIKE PEOPLE

12. AND NOT SURPRISINGLY,
SUCCESSFUL BRANDS
BEHAVE LIKE PEOPLE

13. THE END
13

14. j/k
14

15. WHAT THE SOCIAL WEB
MEANS FOR YOU

16. US Internet Users Who Currently Maintain At
Least One Profile On The Social Web
(% By Generation)
80
60
40
20
0 2009
2007 2008
Millenials Gen X Boomers Matures Total
Source: eMarketer 2010 16

17. THE IMPACT IS BEYOND SIMPLY
KEEPING UP WITH WHAT YOUR
FRIENDS ARE UP TO IN REAL-TIME
17

18. Growth In Real Dollars Raised Through
Facebook Causes Application
$20,000,000.00
$15,000,000.00
$10,000,000.00
$5,000,000.00
$0
May 2007 December 2007 May 2008 December 2008 July 2009 January 2010
Cumulative $ (Dollars) Raised
Source: Facebook Causes Official Fundraising Report, 1/27/10 18

19. A SHIFT FROM TRADITIONAL DONOR PROFILES:
400,000 INDIVIDUAL DONORS
MEDIAN DONATION: $25
SPREAD ACROSS 35,000 DIFFERENT CAUSES
Source: Facebook Causes Official Fundraising Report, 1/27/10 19

20. NOT LONG AGO, WE WERE ALL
WITNESS TO THE POWER OF
THAT CULTURAL SHIFT
20

21. FROM BRAND LED
TO COMMUNITY DRIVEN
21

22. AS NON-PROFITS, YOU START FROM
A POSITION OF ADVANTAGE
22

23. BUT THAT DOESN’T MEAN YOU CAN
ASSUME PEOPLE WILL CARE
23

24. 5 THINGS
TO KEEP
IN MIND
AS YOU APPROACH
THE SOCIAL WEB
24

25. 1. REAL TIME EVERYTHING
25

26. DATA HAS NEVER BEEN
THIS FREELY AVAILABLE
26

27. NOR THIS FREE
27

28. 28

29. 29

30. 30

31. LIVE
FEEDBACK
AND THE NEED
FOR LIVING IN
CONSTANT
BETA
31

32. 32

33. 33

34. I
M
P
L
I Listen, listen, listen
C Watch for opportunities in the moment
A
Test and refine-- watch it take shape on its own
T
I
O
N
S 34

35. 2. FACILITATE
CO-CREATION
35

36. What Do You Look For In Philanthropic Social Engagements?
0% 23% 45% 68% 90%
Highly Credible Source Of Info
Trust Organization
Interact With Other Donors
Interact With Philanthropic Experts
Lead A Public Conversation
Lead Discussions On Their Own
30-40
Over 50
Source: Mashable + Society Of New Comms Research March 2009 36

37. GIVE YOUR COMMUNITY
THINGS TO DO TOGETHER
37

38. AND ENABLE A HIGHLY
VISIBLE ENVIRONMENT
38

39. 39

40. 40

41. 41

42. 42

43. 43

44. 44

45. 45

46. 46

47. 47

48. 48

49. 49

50. 50

51. 51

52. A TRUE LEARNING
EXPERIENCE
52

53. I
M
P
L
I Let people own it with you
C Create the right environment for collaboration
A
Embrace the small failures (and learn from them)
T
I
O
N
S 53

54. 3. GIVE PEOPLE
CLEAR GOALS
TO STRIVE FOR
54

55. 55

56. 56

57. 57

58. BUT GOALS
CAN
AND SHOULD
CHANGE 58

59. 59

60. 60

61. 61

62. 62

63. 63

64. 64

65. 65

66. I
M
P
L
I Don’t be afraid to put people to work for you
C But never forget they need constant reassurance
A
Never let your first goal be the only goal
T
I
O
N
S 66

67. 4. ALLOW FOR MANY
WAYS TO GET INVOLVED
67

68. A LOT LIKE TRYING
TO CHANGE
HUMAN BEHAVIOR
68

69. FOCUS ON
SMALL
SHIFTS
THAT MAKE
BIG
DIFFERENCES
69

70. 70

71. OVER $22 MILLION RAISED
FOR HAITI VIA MOBILE
GIVING IN UNDER 3 WEEKS
71

72. THE COLLECTIVE POWER
OF THE MANY
72

73. 73

74. 74

75. 75

76. I
M
P
L
I Make it easy for even the unengaged to get involved
C Give activists ways to recruit the mainstream
A
No matter what, keep it simple!
T
I
O
N
S 76

77. 5. FOCUS ON LONG-TERM
COMMUNITY IMPACT
77

78. 78

79. 79

80. 80

81. 81

82. BUILD RELATIONSHIPS,
DON’T RUN CAMPAIGNS
82

83. 83

84. 84

85. I
M
P
L
I Give your self-organizers the tools they need
C “It’s not about me. It’s about you”.
A
Never, never forget the ones who gave it their all
T
I
O
N
S 85

86. TO
SUM
UP
86

87. 1. REAL-TIME EVERYTHING
2. FACILITATE CO-CREATION
3. GIVE PEOPLE EVOLVING
GOALS
4. MANY WAYS TO GET
INVOLVED
5. FOCUS ON LONG-TERM
COMMUNITY IMPACT
87

88. 88

89. BUT MAYBE
IT WILL HELP
AVOID...
89

90. 90

92. LET’S KEEP
IT GOING
92

93. facebook.com/avin.narasimhan avin.posterous.com
twitter.com/avin_narasimhan avin.tumblr.com
linkedin.com/avinnarasimhan skype: nahmisaran
email
avin.narasimhan@gmail.com
93

94. 94

95. PEOPLE I STOLE ALL THOSE IMAGES FROM.
Slide 1: http://c2.api.ning.com/files/h*20kVQqAIMWgZrUEc5A5Dbxnx0ruC*qWfx*Iknbcig_/ Slide 20:http://z.about.com/d/chicago/1/0/s/3/-/-/ObamaWins8JustinSullivan.JPG
charity.jpg
Slide 21: http://spliit.files.wordpress.com/2009/11/megaphone-girl.jpg
Slide 3: Plan-ning
Slide 23: http://comps.fotosearch.com/comp/OJO/OJO106/alarm-clock-woman_~pe0027923.jpg
Slide 4: http://farm2.static.flickr.com/1217/1225356298_fd93463311.jpg
Slide 25: charity water press photos
Slide 7: gaping void
Slide 52:http://www.cwpi.biz/images/tape_measure.jpg
Slide 8:http://pages.quicksilver.net.nz/pepe/no.jpg
Slide 72: http://upload.wikimedia.org/wikipedia/commons/c/cf/US_$5_Series_2006_reverse.jpg
Slide 9: http://www.uo.com/uokr/UOKR/Desktops/Unicorn_1600.jpg
Slide 87: http://www.ghostinthemachine.net/bluesky.jpg
Slide 10: http://www.rficdesign.com/rf/img/742Eq13.gif
Slide 88: http://silwerminter.files.wordpress.com/2007/09/commandments.jpg
Slide 11: http://blog.coloradocollege.edu/students/files/2009/02/009.jpg
Slide 91: http://www.life4seekers.co.uk/images/Questionmark.jpg
Slide 15: http://gii2.nagaokaut.ac.jp/gii/media/69/20090615-2007.01.nt.social.network.big.png
Slide 19: http://upload.wikimedia.org/wikipedia/commons/c/c0/
Camp_Randall_Stadium_crowd.jpg
95