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Social Media for Social Good


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Presentation given at the Ad Council Partner Conference on how to apply best practices to social cause marketing using social media. Includes case studies.

Social Media for Social Good

  1. 1. Social Media for Social Good. <ul><li>Ian Schafer, CEO </li></ul>
  2. 2. “ Participation in online community membership has particularly dramatic effects on participation in social causes.”
  3. 3. 75% of people who are members of online communities said they use the Internet to participate in communities related to social causes ( up 30% from 2006).
  4. 4. 40% say that they use the Internet at least monthly to participate in such communities.
  5. 5. 87% of online community members are participating in social causes that are new to them since their involvement in online communities began.
  6. 6. 94% said the Internet helps them become more informed about social causes.
  7. 7. 21% of online community members said their involvement in non-profit organizations has increased.
  8. 8. How do we activate social media -- and make it successful ? And how does this apply to causes ?
  9. 9. <ul><li>identify </li></ul><ul><li>develop </li></ul><ul><li>engage + recruit </li></ul><ul><li>promote + distribute </li></ul><ul><li>empower </li></ul><ul><li>participate </li></ul>
  10. 11. cause cause cause cause
  11. 12. the evolution of donated media then now
  12. 13. case study: the exponential action network
  13. 15. the ad
  14. 18. the widget
  15. 19. case study: smokey the facebook profile
  16. 24. What’s next? <ul><li>mobile </li></ul><ul><li>open APIs </li></ul><ul><li>platform interoperability </li></ul><ul><li>applications and widgets </li></ul><ul><li>social media targeting & measurement </li></ul>
  17. 25. Who’s next?