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Sponsored bySocial Media forNon-ProfitsAchintya Gupta
The power of socialmedia Video
Story #1 – change.org                •
01Change.org How change.org ishelping NGOs andpromoting citizenactivation
01Change.orgStart a petition [anybodycan do that]
01Change.orgBrowse petition, sign andpromote the ones yousupport
01Change.orgAsk your Facebookfriends to join thecampaignPromote the campaignthrough Twitter, emails
01Change.orgSee who are yoursupportersAs a supporter, discussthe issue with thecommunity
01Change.orgThe impact: victories +citizen empowerment
Story #2 – Kiva.org               •
02Kiva.org A micro-financing nonprofit organizationStories of smallentrepreneurs get fundedby the crowd
02Kiva.org Browse stories that youthink can create mostimpactThe stories are curatedby NGOs working indeveloping nations...
02Kiva.org Entrepreneurs are funded by the crowd The status bar shows how much of the needed fund is left
02Kiva.org Impact
Story #3 – Make a wish                 •
03Make a wishcampaign
What this workshop is about?                             • Understanding what is social mediaUnderstanding how non-profi...
Agenda                                 • The new tools of bringing social impact – 3 stories What is social media? Why i...
Part II: What is social media                    •
Time to distribute the papers!                    •
04Learning: What isSocial Media                              Traditional Media    Internet     Social Media Collaborative...
04Popular socialmedia platforms Facebook Millions of people share their thoughts, activities and opinions with their fri...
04Popular socialmedia platforms Twitter Millions of people collaborate real time information
04Popular socialmedia platforms Wikipedia People collaborate on knowledge
04Popular socialmedia platforms Blogs People collaborate on opinions
04But that is not all! Fb, Twitter, YouTube, LinkedIn, Wikipedia form a small but well known part of social media There ...
04Learning: What isSocial Media                                           Traditional Media    Internet     Social Media ...
Part III: Why is social media                    •  creating so much buzz
Let’s play the crowd-sourcing                   •             game
How social media has impacted                   •   every aspect of our life
05News The power of media has gone into the hands of news creators, curators and citizen journalists
05Politics Barrack Obama used social media to create a citizen focused campaign
05Marketing Queensland Tourism created the fascinating ‘best job in the world’ campaign with social media
05CSR Pepsi Refresh campaign crowd-sourced ideas to refresh the world The best ideas were given grants to implementation
05Customer Support Social Tools are being used to provide quality support from brand and users Comcast uses Twitters for...
05Innovation Dell Ideastorm – ideas for dell products from customers
05Product Design Threadless gets T-shirt design from the crowd Community votes for best designs which are then sent to p...
Part IV: Social Media for non-                    •            profits
Let’s play the ‘form your club’                    •             game
Platform                      Campaign                         1                                       3                  ...
06Social Object For your social mediaefforts to be successful,you need a core talk-worthy idea that peopletalk aboutThis...
06Social Object Change.org: citizenactivation
06Social Platforms Once you decide uponthe social object, youdecide which platformsfits best to your strategy
06Campaigns Aimed at recruitingpeople to your platformCan be ads, events,promotions etc
Platform                      Campaign                         1                                       3                  ...
06Examples Aircel ‘Save Our Tigers’Social Object: Save thetigerPlatform: Facebook
06ExamplesChase Community GivingChallengeSocial Object: Choosethe best charityPlatform: Facebook
06ExamplesName: Vote ReportSocial Object: Reportingvoting malpratciesPlatform: Ushahidi
06ExamplesUrgent EvokeSocial Object: Peoplegive ideas on improvingliving conditions indeveloping countriesPlatform: Ning
06ExamplesPink ChaddiSocial Object: WomenEmpowermentPlatform: Blogger
06ExamplesBell BajaoSocial Object: StopDomestic ViolencePlatform: YouTube
06ExamplesI Change My CitySocial Object: MakeBangalore a better cityPlatform: Customizedcommunity platform
Pratham Books                                 • Blogs                 Scribd         Flickr                Engagement buil...
Part V: Other benchmark                •        examples
07ExamplesNGO postCitizen journalismplatformReaders report and votefor news
07ExamplesCausesMembers can start theirown causesGet support in form offund raising, petitions andpledges
07ExamplesWWF – Panda PagesWWF supporters cancreate pages to savewildlife, places andpromote donations
07ExamplesLivestrong.comHealth communitysupported by LanceArmstrong FoundationContent, experts, tools
07ExamplesVittanaMicro –financing forstudent loans
What next!Read good blogs:    Mashable   Techcrunch   Fast Company                                         •   Web Str...
Thank You   •                -Achintya Gupta
Photo creditshttp://www.flickr.com/photos/pinksherbet/3370498053/sizes/z/in/photostream/http://www.flickr.com/photos/aaron...
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Social Media for non-profit organizations @ Diffusion Pune 2012

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"Social Media for non-profit organizations" module lead by Achintya Gupta from ISB (Diffusion Pune - 2 day residential workshop for non-profit and social enterprises)

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Social Media for non-profit organizations @ Diffusion Pune 2012

  1. 1. Sponsored bySocial Media forNon-ProfitsAchintya Gupta
  2. 2. The power of socialmedia Video
  3. 3. Story #1 – change.org •
  4. 4. 01Change.org How change.org ishelping NGOs andpromoting citizenactivation
  5. 5. 01Change.orgStart a petition [anybodycan do that]
  6. 6. 01Change.orgBrowse petition, sign andpromote the ones yousupport
  7. 7. 01Change.orgAsk your Facebookfriends to join thecampaignPromote the campaignthrough Twitter, emails
  8. 8. 01Change.orgSee who are yoursupportersAs a supporter, discussthe issue with thecommunity
  9. 9. 01Change.orgThe impact: victories +citizen empowerment
  10. 10. Story #2 – Kiva.org •
  11. 11. 02Kiva.org A micro-financing nonprofit organizationStories of smallentrepreneurs get fundedby the crowd
  12. 12. 02Kiva.org Browse stories that youthink can create mostimpactThe stories are curatedby NGOs working indeveloping nationsLend money
  13. 13. 02Kiva.org Entrepreneurs are funded by the crowd The status bar shows how much of the needed fund is left
  14. 14. 02Kiva.org Impact
  15. 15. Story #3 – Make a wish •
  16. 16. 03Make a wishcampaign
  17. 17. What this workshop is about? • Understanding what is social mediaUnderstanding how non-profits / NGOs are using social media and social tools [global examples of successful 3. Generate customer data stories]Consider this as step #1
  18. 18. Agenda • The new tools of bringing social impact – 3 stories What is social media? Why is it such a buzz Social Media for non-profits 3. Generate customer data What next?
  19. 19. Part II: What is social media •
  20. 20. Time to distribute the papers! •
  21. 21. 04Learning: What isSocial Media Traditional Media Internet Social Media Collaborative media Power of media shifted Print Telephone Radio Web 2.0 from editors to people Television Tools will change, social behavior will not
  22. 22. 04Popular socialmedia platforms Facebook Millions of people share their thoughts, activities and opinions with their friends
  23. 23. 04Popular socialmedia platforms Twitter Millions of people collaborate real time information
  24. 24. 04Popular socialmedia platforms Wikipedia People collaborate on knowledge
  25. 25. 04Popular socialmedia platforms Blogs People collaborate on opinions
  26. 26. 04But that is not all! Fb, Twitter, YouTube, LinkedIn, Wikipedia form a small but well known part of social media There are hundreds of online communities, focused networks, apps, forums, UGCs that form the major chunk
  27. 27. 04Learning: What isSocial Media Traditional Media Internet Social Media Collaborative media Power of media shifted from editors to people Print Telephone Radio Web 2.0 TelevisionTools will change, social behavior will not
  28. 28. Part III: Why is social media • creating so much buzz
  29. 29. Let’s play the crowd-sourcing • game
  30. 30. How social media has impacted • every aspect of our life
  31. 31. 05News The power of media has gone into the hands of news creators, curators and citizen journalists
  32. 32. 05Politics Barrack Obama used social media to create a citizen focused campaign
  33. 33. 05Marketing Queensland Tourism created the fascinating ‘best job in the world’ campaign with social media
  34. 34. 05CSR Pepsi Refresh campaign crowd-sourced ideas to refresh the world The best ideas were given grants to implementation
  35. 35. 05Customer Support Social Tools are being used to provide quality support from brand and users Comcast uses Twitters for speedy address to customer issues
  36. 36. 05Innovation Dell Ideastorm – ideas for dell products from customers
  37. 37. 05Product Design Threadless gets T-shirt design from the crowd Community votes for best designs which are then sent to print
  38. 38. Part IV: Social Media for non- • profits
  39. 39. Let’s play the ‘form your club’ • game
  40. 40. Platform Campaign 1 3 Campaign 4 Social Object: Lifestyle, Passion, Cause Platforms: Social Platform Social Platform Platforms like Facebook, 4 Object 2 • YouTube, Blogs, Online Communities How peoplegenerally think Campaigns: Ads – Campaign Campaign 2 Platform 3 banner, text, TV, Radio; 1 How people events, promotions should think Adapted from Gauravonomics
  41. 41. 06Social Object For your social mediaefforts to be successful,you need a core talk-worthy idea that peopletalk aboutThis core talk-worthy ideacan be a lifestyle,passion, cause, need,ambition etc
  42. 42. 06Social Object Change.org: citizenactivation
  43. 43. 06Social Platforms Once you decide uponthe social object, youdecide which platformsfits best to your strategy
  44. 44. 06Campaigns Aimed at recruitingpeople to your platformCan be ads, events,promotions etc
  45. 45. Platform Campaign 1 3 Campaign 4 Social Object: Lifestyle, Passion, Cause Platforms: Social Platform Social Platform Platforms like Facebook, 4 Object 2 • YouTube, Blogs, Online Communities How peoplegenerally think Campaigns: Ads – Campaign Campaign 2 Platform 3 banner, text, TV, Radio; 1 How people events, promotions should think
  46. 46. 06Examples Aircel ‘Save Our Tigers’Social Object: Save thetigerPlatform: Facebook
  47. 47. 06ExamplesChase Community GivingChallengeSocial Object: Choosethe best charityPlatform: Facebook
  48. 48. 06ExamplesName: Vote ReportSocial Object: Reportingvoting malpratciesPlatform: Ushahidi
  49. 49. 06ExamplesUrgent EvokeSocial Object: Peoplegive ideas on improvingliving conditions indeveloping countriesPlatform: Ning
  50. 50. 06ExamplesPink ChaddiSocial Object: WomenEmpowermentPlatform: Blogger
  51. 51. 06ExamplesBell BajaoSocial Object: StopDomestic ViolencePlatform: YouTube
  52. 52. 06ExamplesI Change My CitySocial Object: MakeBangalore a better cityPlatform: Customizedcommunity platform
  53. 53. Pratham Books • Blogs Scribd Flickr Engagement built around a single social object – Promoting reading in IndiaSound Cloud YouTube
  54. 54. Part V: Other benchmark • examples
  55. 55. 07ExamplesNGO postCitizen journalismplatformReaders report and votefor news
  56. 56. 07ExamplesCausesMembers can start theirown causesGet support in form offund raising, petitions andpledges
  57. 57. 07ExamplesWWF – Panda PagesWWF supporters cancreate pages to savewildlife, places andpromote donations
  58. 58. 07ExamplesLivestrong.comHealth communitysupported by LanceArmstrong FoundationContent, experts, tools
  59. 59. 07ExamplesVittanaMicro –financing forstudent loans
  60. 60. What next!Read good blogs:  Mashable Techcrunch Fast Company • Web Strategist – Jeremiah Owyang The AtlanticRead books: Groundswell: Charlene Li Social Media Marketing: An hour a day – Dave EvansResearch Reports: 2020 Social Slideshare Channel Kuliza Slideshare Channel Social Technology Quarterly
  61. 61. Thank You • -Achintya Gupta
  62. 62. Photo creditshttp://www.flickr.com/photos/pinksherbet/3370498053/sizes/z/in/photostream/http://www.flickr.com/photos/aarongilson/5419905792/sizes/m/in/photostream/http://www.advantageconsultingservices.org/resources/seedling.jpghttp://learnthat.com/files/2009/03/non-profit-association1.jpg •http://socialmediamarketingmadeeasy.co.nz/wp-content/uploads/social-media-prism.jpghttp://1.bp.blogspot.com/_if82LIq2I00/SRMk22YIU4I/AAAAAAAAA2c/eEYbNExNbaU/s400/IMG_6610.JPGhttp://thesocioartist.files.wordpress.com/2010/08/prada-spring-summer-2009-womens-ad-campaign.jpg

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