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  1. 1. Social Media forSocial Good CampA very special presentation atthe National Conference on Volunteering & ServiceNew Orleans, June 5, 2011 JD Lasica George Weiner
  2. 2. What we’ll cover todayPoker tournament!Social media ecosystem overviewCore values & aligned strategyMetrics! Actionable analyticsCause campaigns that workedSteps to activate your supportersCommunity tools for social changeBreakout sessions with peersQ&A, summary, hugs, tearful goodbyes
  3. 3. Relax! Flickr photo “relaxation, the maldivian way” by notsogoodphotography (all sites in this talk have been tagged for later retrieval)
  4. 4. Today’s hashtag Creative Commons photo on Flickr by Prakhar Tweet our talk! Hashtags: #smsg #ncvs
  5. 5. 8 color handouts. Be happy!
  6. 6. Shuffle up & deal!
  7. 7. Glossary for new terms “ Social media: Any online technology or practice that lets us share (content, opinions, insights, experiences, media) and have a conversation about the ideas we care about. ”
  8. 8. 1. ECOSYSTEMTypes of social media• Blogs• Social networks• Microblogs (Twitter)• Online video (YouTube, Vimeo, Viddler)• Widgets• Photo sharing (Flickr, Photobucket, etc.)• Podcasts• Virtual worlds• Wikis• Social bookmarking• Forums• Presentation sharing
  9. 9. Dizzying growth77% US adults are frequent social media users.*141 million active blogs (vs. 12,000 in 2000); almost 1 million blogposts created per day; over 346 million people globally read blogs6 of top 10 websites in US are social sites (YouTube, Facebook,Wikipedia, Blogger, Craigslist, Twitter)Flickr: 35 million people, 4 billion-plus photosWikipedia: 10 million users have contributed18 million articlesYouTube: 2 billion videos streamed per dayText messages per day: 4.5 billion(vs. 400,000 in 2000)Whenever someone opens a computer, 60% of time it’s for socialreasons. *source: Nielsen Online, spring 2010
  10. 10. Facebook: The social network 600 million members worldwide — 73% of US Internet users are on Facebook
  11. 11. Revolutionizing revolutions Egypt: 18 days from Facebook-organized protest to Mubarak’s fall Facebook group One Million Voices Against FARC mobilized 10 million people to march against FARC in hundreds of cities in Colombia Different outcome in Iran & Myanamar
  12. 12. Twitter: Steady growth 295% annual growth rate in U.S., 300,000 new users/day — and 30 billion tweets
  13. 13. Before you plunge in, stop!Before we talk tools, technology or campaigns, do aself-assessment with your team.Why are you doing this?What core values drive yourorganization?What change would you liketo see in the world?Is there clarity about what yourorganization is trying to achieve?Why should people care?Do you have an idea worth spreading?
  14. 14. Is your strategy aligned? thehopeinstitute.usMoving from tactics to strategy: Direct mail, events marketing & social media working as an integrated ecosystem
  15. 15. Integrate your efforts Be opportunistic: Take advantage of email signups on Facebook
  16. 16. Build community, not eyeballs here’s an amazingdifference between buildingan audience and building a community. An audience will watch you fall on asword. A community will fall on a sword for you. — Chris Brogan Author, “Trust Agents”
  17. 17. Tap into the sharing community Creative Commons photo on Flickr by Jason Means Don’t do all the heavy lifting! (Remember this theme!)
  18. 18. 2. FUN WITH METRICSBefore you start, measure!
  19. 19. Google AnalyticsWho loves ya, baby? See which Twitter users drive most traffic
  20. 20. Facebook Insights
  21. 21. Google Keyword tool
  22. 22. 3 . A D V O C A C Y C A M PA I G N S Types of cause campaigns1. Raise awareness, build authority for your cause or enterprise2. Sign up new members3. Raise funds, solicit micro-loans4. Sign online petitions5. Spur offline action: enlist people to attend an event or call Congress6. Find new volunteers or ambassadors7. Grow a mailing/newsletter list8. Attract new Facebook or Twitter followers9. Ask people to create content for you
  23. 23. CASE STUDYNo on 8 Wedding Registry1,700 couples raised $1 million+ for Equality California
  24. 24. CASE STUDY SMA: Tweet for a Cure2,912 people have tweeted reaching 1.6 million followers
  25. 25. CASE STUDY SMA: Tweet for a Cure2,912 people have tweeted reaching 1.6 million followers
  26. 26. EXERCISESMA: Tweet for a Cure
  27. 27. EXERCISESMA: Tweet for a Cure
  28. 28. EXERCISESMA: Tweet for a Cure
  29. 29. CASE STUDYPaper cranes
  30. 30. CASE $300,000 raised in 2 months
  31. 31. CASE STUDY Grassroots mappingBalloon aerial images of Gulf Oil Spill funded by Kickstarter
  32. 32. CASE STUDYMJF Team Fox
  33. 33. CASE STUDYVisual storytelling campaign Human rights in Tunisia
  34. 34. CASE STUDYVisual storytelling campaign Human rights in Tunisia
  35. 35. CASE STUDYGreenpeace & Nestlé Boycott Nestlé pages on Facebook
  36. 36. CASE STUDYGreenpeace & Nestlé Nestlé Killer microsite
  37. 37. CASE STUDYGreenpeace & NestléGreenpeace bought Google AdWords for Nestle & Greenpeace
  38. 38. CASE STUDYGreenpeace & Nestlé Nestlé waves the white flag
  39. 39. CASE STUDYMake your cause tangible
  40. 40. 3 . 1 2 S T E P S T R AT E G Y12 steps to activate supporters 1. First, listen and observe 2. Set clear goals & define metrics 3. Define a clear theme 4. Frame it with a personal story 5. Create lightweight media 6. Create a simple call to action 7. Create a conversation hub for participants 8. Consider a mobile component 9. Find your champions! Turn influencers into evangelists10. Use immediacy & urgency: Headlines & deadlines11. Generate an Attention Wave12. Connect online with real-world events
  41. 41. 1. Create a listening post Set up a listening post (monitoring dashboard) to track what’s being said about your organization or cause. Listen before engaging. Deputize folks to do this. Supplement with a social media dashboard. Engage before the Ask Deeper dive—monitoring:
  42. 42. 2. Set goals, map metricsGoals Metrics to measure Grow email list of supporters # newsletter, RSS subscribers Increase comments on blog avg. # comments/post Increase website visibility increase in traffic or linkback #s Increase positive mentions mentions in blogs & social of organization or cause networks Have visitors stick around stick rate, bounce rate Make our content more viral # of shares Get people to take action # of petition signatures Get people to attend event # of registrants, year over year Deeper dive—metrics:
  43. 43. Track your successTrack the benchmarks & goals you set down:For ongoing social media efforts: Web stats (Google Analytics) Url click-throughs ( Facebook fan growth & engagement Twitter followers & engagement Survey responses Comments receivedFor integrated social media campaigns: Monitor social media activity Optimize content, try to make it viral Interact with target audiences Use customer feedback loop for product research and development
  44. 44. 3. Define a clear theme Boil down your cause to a strong, single sentence Vittana: Help anyone go to college Alter Eco: Support fair trade ActBlue: Elect progressive candidates DonorsChoose: Support public classrooms in need
  45. 45. 4. Use personal storytelling Find emotional core, use videos or photos to make us feel
  46. 46. 4. Use personal storytelling Find emotional core, use videos or photos to make us feel
  47. 47. Showcase stories of hopeEd Givens, 30 years on Skid Row ... ... and today. from Common Ground
  48. 48. 100,000 HomesDonna, on the streets ... ... on now on her apt’s coop board.
  49. 49. 5. Create lightweight media Guess what? You’re a content creator! Room to Read: Winner of TechSoup Storytelling Challenge Deeper dive—media:
  50. 50. 5. Create lightweight media Guess what? You’re a content creator! Room to Read: Winner of TechSoup Storytelling Challenge Deeper dive—media:
  51. 51. 6. Create a strong call to action Inspire people to act with clear, motivating steps
  52. 52. Make the action super clear
  53. 53. 7. Create a conversation hub Where will you engage with supporters? Your blog Community site (WiserEarth) Facebook Social hub ( Twitter Contest site Deeper dive—community:
  54. 54. Give your content a social life Conversation, not marketing
  55. 55. Enable friction-free conversations Make sure your site is conversation-enabled! Lower the barriers to people talking about your cause by using third-party authentication services. Left: with multiple log-in options. Top: The new Facebook Comments on
  56. 56. Use hashtags to join conversations Find relevant hashtags through Twitter Search or Join (but don’t spam) conversation threads Start your own hashtag Some hashtags to latch on to: #women #health #latino #education #democracy #politics #Obama #news #media At left, widget found at:
  57. 57. Let’s take a break! 3 minutes Creative Commons BY photo on Flickr by Tom@HK
  58. 58. EXERCISE8. Consider a mobile component Mobile calling card: Text jdlasica to 50500
  59. 59. EXERCISEIt’s more than text to give The Cove campaign: Text DOLPHIN to 44144 Start & grow a mobile list Calls to action Alerts Feedback loop Reaches new constituents Ric O’Barry, “The Cove”
  60. 60. Is your site mobile-ready? Low-cost server-side solutions: WPtouch Pro, et al.
  61. 61. Is your site mobile-ready? Low-cost server-side solutions: WPtouch Pro, et al.
  62. 62. Is your site mobile-ready? Low-cost server-side solutions: WPtouch Pro, et al.
  63. 63. Is your site mobile-ready? Low-cost server-side solutions: WPtouch Pro, et al.
  64. 64. Is your site mobile-ready? Low-cost server-side solutions: WPtouch Pro, et al.
  65. 65. 9. Find your champions! Use your listening post to identify high-value influencers in your subject area. Then, influence the influencers Establish a rapport and only then reach out to try to convert them into evangelists & ambassadors for your cause Scope out Twitter Lists that intersect with your organization or social cause Connect with other social media influencers through their blogs and other networks Deeper dive—monitoring & community:
  66. 66. Open your blog to guest posts
  67. 67. Love your ambassadors 100x100: Estrella Rosenberg & Big Love Little Hearts used Foursquare & social media to raise $25,000 in 24 hours to givelife-saving screenings to 12 newborns with congenital heart defects
  68. 68. The power of 1-1 giving
  69. 69. 10. Use urgency & immediacyHeadlines & deadlines: Play off the news & use a hard stop date
  70. 70. The fierce urgency of nowBe imperfect and timely,not perfect and late.Best targets are those whotook action within past fewhours.Action items tied tospecific news event yields2x response rate of non-specific stories.Create a hard stop date.Best campaigns last 1 dayto 2 weeks.
  71. 71. 11. Generate an Attention Wave Use social love handles to socialize your campaign
  72. 72. TOOLSBegin with Facebook plug-ins
  73. 73. TOOLSBegin with Facebook plug-ins
  74. 74. TOOLSBegin with Facebook plug-ins
  75. 75. Your FB news feed? Bad news Facebook rewards conversation, punishes inactivity
  76. 76. TOOLSGet widget-happy! Create a widget on or create your own
  77. 77. TOOLSSocial sharing tools
  78. 78. TOOLSCauses now supports projects
  79. 79. TOOLSCauses now supports projects
  80. 80. TOOLSCauses now supports projects
  81. 81. TOOLSFundraising: Going social
  82. 82. Chunk out your fundraising give2gether
  83. 83. Leveraging social networks give2gether
  84. 84. Metrics on network effect
  85. 85. 12. Meet up in the real world Meetups, Tweet-ups, concerts, fund-raisers to deepen ties
  86. 86. Eventbrite for causes
  87. 87. Facebook s live events
  88. 88. Attract a swarmCreate a Foursquare flash mob to unlock coveted Swarm Badge
  89. 89. Then: Measure, refine, refresh Measure results, follow up, recalibrate, relaunch
  90. 90. 4. COMMUNITY TOOLSUse your community! Flickr photo by Jason Means Partner with smart people. Use volunteers. Use free: Twitter, Flickr, YouTube, Creative Commons Use open source: WordPress (and its plug-ins), etc.
  91. 91. The awesome power of freeFree content! Free resources! Free photos Free videos (eg, TED talks) Free music & audio TechsoupFree services! Free expertise! Google Grants BarCamp YouTube for Nonprofits PodCamp Google Earth for Nonprofits WordCamp Social MediaFree software & platforms! Club WordPress & its plug-ins Open Office, Google docs Drupal, Joomla
  92. 92. • Rich source of free commercial & noncommercial images • Flickr: 160 million Attribution, Noncommercial, No Derivatives & ShareAlike licenses • Use them for your blog, website, email or print newsletter, presentations, etc. • Don’t just take. Share!
  93. 93. TIME MANAGEMENTSocial media dashboards Hootsuite Cotweet Tweetdeck Spredfast Threadsy Netvibes
  94. 94. O P E N D ATAThe open organization Data visualization at the Indianapolis Museum of Art
  95. 95. D ATA T O O L SMap mashups with open data Broadband speeds at schools & colleges in Miami
  96. 96. D ATA T O O L SOnline visualizations Americans’ opinion of GOP presidential field
  97. 97. D ATA T O O L SOnline visualizations Americans’ opinion of GOP presidential field
  98. 98. D ATA T O O L SOnline visualizations
  99. 99. G E O L O C AT I O NDarfur & Google Earth Crisis in Darfur: Using Google Earth
  100. 100. G E O L O C AT I O NDarfur & Google Earth Crisis in Darfur: Using Google Earth
  101. 101. TOOLSGoogle Earth’s historical layers Historic Centre of Warsaw, 1945 & today
  102. 102. Tap into the geolocation wave
  103. 103. Resources & tools What you’ll find at Free tutorials on the best way to use Facebook, Twitter & blogs 24 online fundraising sites Top cause organizations Free reports Free photo, music, video directories Collaboration tools Geolocation tools How to use mobile strategically Tons more. All free & shareable.
  104. 104. Biggest resource: Your supporters
  105. 105. Thank you! JD Lasica, founder Socialbrite: Social tools for social change email: Twitter: @jdlasica @socialbrite George Weiner, CTO email: Twitter: @georgecaweiner @dosomething