Social Media for Social Good at Hive Vancouver

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Talk that Julie Szabo and I gave at Hive in Vancouver on November 29, 2011.

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  • Social Media for Social Good at Hive Vancouver

    1. 1. Social Media for Social Good Julie Szabo and Darren Barefoot
    2. 2. Who Are YourPeeps?
    3. 3. Engagement Pyramid Core - Leaders Committed - Activists Congregation - Members Community - Listeners Crowd - Aware
    4. 4. Audience: Community Online OfflineCharacteristicsActionsMessageWhat do they get?How do theyclimb thepyramid?
    5. 5. Audience: Congregation Online Offline Active profile andCharacteristics Dives regularly activity listings Newsletter & Has participatedActions social media in a PA event channels Use tools to sign- Participate in aMessage up for a data dive data dive Online Makes newWhat do they get? recognition with friends/dive badges buddiesHow do they Submits data Organizes a dataclimb the from a dive divepyramid?
    6. 6. Custom Asks for Each Audience Segment Find us on Facebook Make product recommendations Create an account Volunteer Core Share with friends Committed DonateCongregation Sign the petitionCommunity Write a product review Crowd Buy
    7. 7. A Two-ProngedEngagement Strategy
    8. 8. Heartbeats
    9. 9. Heartbeat Activities:Website contentSearch engine optimizationEmail marketingPress releasesSocial media updatesOnline advertising
    10. 10. Heartbeat Outcomes:Connect with your communityMake low-level asksRaise moneyShine a light on membersEngage members further
    11. 11. The Problem
    12. 12. Everyone is doingit.
    13. 13. Remarkables
    14. 14. “Safe is risky, andrisky is safe.” - Seth Godin
    15. 15. Remarkables Outcomes:Recruits new membersInspires actions & activitiesConnects with influencersIncreases attention (often media)Improves web presence
    16. 16. How Do YouMakeRemarkables?
    17. 17. Change the medium of the message.
    18. 18. Say it visually.
    19. 19. Riff on what the web loves.
    20. 20. Enable user contributions.
    21. 21. Heartbeat and RemarkablesWorking Together for Good
    22. 22. Word of mouth ROIMore actionsLess fatigueStronger volunteer powerImpactRelevanceUps the cool factor
    23. 23. IngredientsStrategy: WOMMake great, sharablecontentSome budgetEngaged membersStaff resources
    24. 24. Questions?
    25. 25. @julieszabo, @dbarefoot

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