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The Social Web for Skeptics (or, Using the Social Web for Social Change)

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Hype, hype, and more hype: To many, the whole Web 2.0 revolution feels like one big bandwagon with little relationship to real-world concerns. And let’s face it: A Twitter account and a Facebook page will not change the world all by themselves. But let’s talk about what’s at the heart of the social web, and where its potential for real change lies. Web 2.0 has been around for a while now, and we’ve learned some important lessons about what works. In this presentation, I share five effective strategies for facilitating social change movements online, and encourage you to identify your own top priorities for using the social web to further your organizational mission.

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The Social Web for Skeptics (or, Using the Social Web for Social Change)

  1. 1. The Social Web for Skeptics …or, Using the Social Web for Social Change Sunday, October 17, 2010
  2. 2. Lauren Bacon • Online Strategist • Volunteer • Nonprofit Technologist • Skeptic Sunday, October 17, 2010
  3. 3. We’re going to look at: • What does “Web 2.0” mean, anyway? • How does the Social Web work? • 5 effective strategies for facilitating social change movements online • DIY self-assessment exercise Sunday, October 17, 2010
  4. 4. Web 2.0 is Human(s). Sunday, October 17, 2010
  5. 5. Sunday, October 17, 2010
  6. 6. No wonder we’re overwhelmed. Let’s talk about the strategies behind the tools. Sunday, October 17, 2010
  7. 7. Face your fears • Loss of control • One more to-do • Unknown & unpredictable • Transparency • More noise, less signal • Flash in the pan trend Sunday, October 17, 2010
  8. 8. Drilling Down: What fuels the web? Code • Graphics • Widgets Storytelling • Conversation • Sharing Function • Meaning • Delight • Evolution • Humans! Sunday, October 17, 2010
  9. 9. 1:200 Sunday, October 17, 2010
  10. 10. Chances are, you need more humans on your side & working for you. Sunday, October 17, 2010
  11. 11. Web 1.0 ➞ Web 2.0 How Did We Get Here? Sunday, October 17, 2010
  12. 12. The Way We Were • Old way = One-way • Traditional media & communications were all about broadcasting, top-down, “experts.” Photo courtesy of ralphbijker on Flickr Sunday, October 17, 2010
  13. 13. Web 1.0 vs Web 2.0 COMMUNICATIONS MEDIA SOCIAL MEDIA Space defined by Media Owner Space defined by Consumer Brand in control Consumer in control One way / Delivering a message Two way / Being a part of a conversation Repeating the message Adapting the message/ beta Focused on the brand Focused on the consumer / Adding value Entertaining Influencing, involving Company created content User created content / Co-creation Source: Neil Perkin, “What’s Next in Media: How Social Media Changes the Rules for Good” http://neilperkin.typepad.com Sunday, October 17, 2010
  14. 14. The Social Web = Cross-Influence Top-Down Media (online & offline) “Consumers” Employees Influencers Conversation Talk Government Donors Academics Members Bottom-up Adapted from: Monte Lutz, “The Social Pulpit: Barack Obama’s Social Media Toolkit” http://edelman.com Sunday, October 17, 2010
  15. 15. In 10 words or less… • Web 1.0 is about publishing. • Web 2.0 is about participation. Sunday, October 17, 2010
  16. 16. How does the social web work? Open/Interactive Technology Platforms People Sunday, October 17, 2010
  17. 17. Technology minute: Let’s turn it over to Professor Wesch. Sunday, October 17, 2010
  18. 18. The Machine is Us(ing us) Source: Michael Wesch, Anthropology Program at Kansas State University Sunday, October 17, 2010
  19. 19. Key Takeaways • Links are currency • Separating form & content • Sharing, reusing, remixing • Collective wisdom • This is a human phenomenon Hat tips: Beth Kanter, Alexandra Samuel & Rob Cottingham. Sunday, October 17, 2010
  20. 20. Humans online: How do we build trust? Sunday, October 17, 2010
  21. 21. The Ladder of Engagement Source: Monte Lutz, “The Social Pulpit: Barack Obama’s Social Media Toolkit” http://edelman.com Sunday, October 17, 2010
  22. 22. The Ladder of Engagement • What are the actions you want your community members to take? • How do offline actions map to online ones? Sunday, October 17, 2010
  23. 23. 5 Effective Strategies for facilitating social change online Sunday, October 17, 2010
  24. 24. 1. Listen & Participate “The desire to be part of a group that shares, cooperates, or acts in concert is a basic human instinct.” - Clay Shirky Sunday, October 17, 2010
  25. 25. 1. Listen & Participate • Listen to • influencers • your “audience” / community • others in your sector • Research & data collection Sunday, October 17, 2010
  26. 26. 1. Listen & Participate • Collaborate with allies • Build coalitions • Comment on blogs & articles • Join the conversation where it’s already happening Sunday, October 17, 2010
  27. 27. Sunday, October 17, 2010
  28. 28. 1. Listen & Participate • Find the insiders who care - “grasstops” / “community champions.” (We will talk more about these people shortly.) • The long tail of public policy Sunday, October 17, 2010
  29. 29. 1. Listen & Participate 1 9 90 Every community has super-users – high authority, highly active Know who they are Source: Neil Perkin, “What’s Next in Media: How Social Media Changes the Rules for Good” http://neilperkin.typepad.com Sunday, October 17, 2010
  30. 30. 2. Storytelling “The truth about stories is, that’s all we are.” - Thomas King Sunday, October 17, 2010
  31. 31. 2. Storytelling • What are the stories that influence change? Look for stories with… • Emotional impact • Personality • A vision of a better world • Successes, statistics, momentum • Especially online, we crave connection. Sunday, October 17, 2010
  32. 32. Sunday, October 17, 2010
  33. 33. 2. Storytelling • How & in what form are they best told? • Videos/Podcasts • Photos • Blog posts • Interactive tools • Consider multiple/combined media Sunday, October 17, 2010
  34. 34. 2. Storytelling Source: The New York Times, “Geography of a Recession” http://www.nytimes.com/interactive/2009/03/03/us/20090303_LEONHARDT.html Sunday, October 17, 2010
  35. 35. Sunday, October 17, 2010
  36. 36. 2. Storytelling • Users want to remix, so make it easy for them to share. • Bookmark, tweet, post to Facebook, Slideshare, etc. • Creative Commons licenses vs copyright • Platform independent (mobile, RSS, etc.) - think “small pieces, loosely joined” Sunday, October 17, 2010
  37. 37. 3. Knowledge Sharing “One part anarchy, one part aristocracy, one part democracy, one part monarchy” – Jimmy Wales on the Wikipedia Community “In the past you were what you owned. Now you are what you share.” – Charles Leadbeater Sunday, October 17, 2010
  38. 38. 3. Knowledge Sharing • Sharing stuff of value to others leads to authority, recognition, attribution • What you can share that will create maximum value for your community members? Sunday, October 17, 2010
  39. 39. Sunday, October 17, 2010
  40. 40. 3. Knowledge Sharing • Media advocacy: Connect with journalists, bloggers, engaged citizens • "The media" isn't unified anymore; citizen journalism is on the rise, and as the tools of the news become ubiquitous, getting your message out is a more complex matter. Sunday, October 17, 2010
  41. 41. Sunday, October 17, 2010
  42. 42. 3. Knowledge Sharing • Blogger outreach: Find the online influencers and connect with them. • Cultivate these connections the way you would traditional media contacts (but less formal) Sunday, October 17, 2010
  43. 43. 3. Knowledge Sharing Participatory culture: “The architecture of the internet...is such that users pursuing their own ‘selfish’ interests [refining open source software; downloading music; voting for content they like on social bookmarking sites] build collective value as an automatic byproduct.” – Tim O’Reilly, What is Web 2.0: Design Patterns & Business Models for the Next Generation of Software, Sept 30, 2005 Sunday, October 17, 2010
  44. 44. Sunday, October 17, 2010
  45. 45. 3. Knowledge Sharing • Web 2.0 takes social capital to a whole new level & blows the power & potential scale of personal & organizational networks wide open. Sunday, October 17, 2010
  46. 46. 3. Knowledge Sharing • The Wisdom of Crowds… • creates & polices Wikipedia (crowdsourcing) • decides what sites become popular • determines which stories, videos, etc. go viral Sunday, October 17, 2010
  47. 47. 4. Fundraising & Revenue Generation “Communities already exist. Instead [of building your own online community], think about how you can help that [existing] community do what it wants to do.” - Mark Zuckerberg Sunday, October 17, 2010
  48. 48. 4. Fundraising & Revenue Generation • Fundraising (and sales, too) has always been about building relationships. • Web 2.0 is all about relationships, too. Sunday, October 17, 2010
  49. 49. 4. Fundraising & Revenue Generation • Kiva.org: • $11 million out in loans, from over 113,000 people • that’s an average loan of under $100 • Mobile giving raised over $35 million for Haiti earthquake relief (Source: Huffington Post: http://www.huffingtonpost.com/2010/02/02/35-million-given-to-haiti_n_446872.html) Sunday, October 17, 2010
  50. 50. 4. Fundraising & Revenue Generation • Lessons from Obama: • 3 million donors made a total of 6.5 million donations online, adding up to more than $500 million. • Of those 6.5 million donations, 6 million were in increments of $100 or less; the average online donation was $80. • The average donor gave more than once. (Source: The Washington Post: http://voices.washingtonpost.com/44/2008/11/20/obama_raised_half_a_billion_on.html) Sunday, October 17, 2010
  51. 51. 4. Fundraising & Revenue Generation • So…the amounts may be small, but if you can hit critical mass, the number of donations can multiply the effect significantly. Sunday, October 17, 2010
  52. 52. 5. Community Building & Social Networking • Social networking isn’t just about Facebook, MySpace, LinkedIn, Ning, etc… some groups are creating their own online communities. • It also includes lobbying & online activism. • MoveOn/Avaaz • Human Rights Campaign • Greenpeace: Green My Apple Sunday, October 17, 2010
  53. 53. Sunday, October 17, 2010
  54. 54. 5. Community Building & Social Networking • Advocacy tools • Community blogging • User profiles & connections • Contests • Mobile Sunday, October 17, 2010
  55. 55. Haiti Earthquake Relief via SMS Sunday, October 17, 2010
  56. 56. Micro-volunteering www.beextra.org Sunday, October 17, 2010
  57. 57. Micro-volunteering www.beextra.org Sunday, October 17, 2010
  58. 58. 5. Community Building & Social Networking • Creating an online community takes major resources – and critical mass. • Participating in existing communities must come first. Sunday, October 17, 2010
  59. 59. 5. Community Building & Social Networking • It all boils down to providing maximum value to your community members. • How can you make it worth their while to create YAFP (Yet Another [umm…] Profile)? Sunday, October 17, 2010
  60. 60. Let’s recap those 5 strategies. 1. Listen & Participate 2. Share Stories 3. Knowledge Sharing 4. Fundraising & Revenue Generation 5. Community Building & Social Networking Hat tips: Beth Kanter, Alexandra Samuel & Rob Cottingham. Sunday, October 17, 2010
  61. 61. Take a phased, iterative approach. Source: Monte Lutz, “The Social Pulpit: Barack Obama’s Social Media Toolkit” http://edelman.com Sunday, October 17, 2010
  62. 62. Don’t ignore the basics. Your web strategy cocktail should include: • One part web presence • One part one-way (e.g. email, advertising) • One part social (Adjust quantities to taste.) Sunday, October 17, 2010
  63. 63. But also… • Risk making mistakes & learn from them • Iterate, measure, refine - and try again Sunday, October 17, 2010
  64. 64. The tools must support the mission. • Not everyone needs every tool. • Where are your community members? (The data might surprise you.) • Select the tools that support your mission. Sunday, October 17, 2010
  65. 65. When we come back… • Crawl, Walk, Run, Fly: What stage are you at? Sunday, October 17, 2010
  66. 66. Crawl, Walk, Run, Fly: What stage are you at? Sunday, October 17, 2010
  67. 67. Remember “crawl, walk, run”? Sunday, October 17, 2010
  68. 68. Remember “crawl, walk, run”? • What are the outcomes you want to achieve? • How successful are the tools you’re using now? (And what metrics are you using?) • Do you have the basics covered? Sunday, October 17, 2010
  69. 69. Please keep in touch. www.raisedeyebrow.com @laurenbacon @raisedeyebrow lauren@raisedeyebrow.com Sunday, October 17, 2010

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