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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.

Published in: Education, Business, Technology
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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