HCEF Presentation


Published on

This is a presentation I gave to the Holy Land Christian Ecumenical Foundation to help them understand how to better communicate for advocacy thru social media.

Published in: Education
1 Like
  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

HCEF Presentation

  1. 1. Special OlympicsBe a fan<br />The Old. The New. Communicating for Advocacy.<br />Prepared for the Holy Land Christian Ecumenical Foundation Leadership Retreat<br />March 20, 2010<br />
  2. 2. Welcome!<br />Topics of this Workshop<br />Traditional organizational approaches to communications by advocacy organizations<br />New approaches and technologies that are being used by the most progressive and successful organizations<br />How to refit and update organizational capabilities that can impact awareness, participation and financial support<br />Open discussion about applications to HCEF<br />
  3. 3. Categories for today are…<br />Background: Who Special Olympics is and how did we get here?<br />Social media 101: A quick intro to the world and tools of social media.<br />Words to live by: Some tried and true methods of approach to social media.<br />Imitation is flattery: Who is the best and what are they doing?<br />Mirror, mirror on the wall: Just tell us what to do!<br />
  4. 4. Background<br />We are always moving forward, but its important to know where we’ve been!<br />
  5. 5. Special Olympics<br />The Mission:<br /> To provide year-round sports training and athletic competition in a variety of Olympic-type sports for children and adults with intellectual disabilities, giving them continuing opportunities to develop physical fitness, demonstrate courage, experience joy and participate in a sharing of gifts, skills and friendship with their families, other Special Olympics athletes and the community.<br />The Vision:<br />The Special Olympics Movement can ultimately transform communities by inspiring people throughout the world to open their minds, to accept and include people with intellectual disabilities, and thereby celebrate differences among all people, in the context of the greater similarities we all share.<br />
  6. 6. A Global Movement<br /><ul><li>Fast Growing:
  7. 7. 1 million athletes in 2001
  8. 8. 3.1 Million today
  9. 9. Important– Changing lives, attitudes and influencing policy
  10. 10. Transformative– Challenging stigmas and destroying prejudices
  11. 11. Unifying– Bridging chasms that divide us as a society. </li></ul>East Asia 774,929<br />North America 562,030<br />Europe/Eurasia 457,375<br />Middle East <br />N. Africa 119,581<br />Latin America 293,551<br />Africa102,507<br />Asia Pacific 566,653<br />Serving over 3.1 million people with <br />intellectual disabilities <br />in more than 170 countries.<br />“The sun never sets on the <br />Special Olympics movement”<br />
  12. 12. Our Foundation: Sports<br /><ul><li>30 Olympic-type sports for athletes 8 years and older.
  13. 13. More than 30,000 local, state/provincial, national, regional and international events year-round and worldwide.
  14. 14. World Summer Games and World Winter Games alternate every two years, drawing thousands of athletes and supporters.</li></ul>“Just like a flower, Special Olympics made me blossom. If I can train 15 weeks for a marathon, <br />I can do just about anything.”<br />Special Olympics athlete Billy Quick<br />
  15. 15. More than Sports<br />Our programs touch more than 10 million people globally <br /><ul><li> We are a leader in programs that improve the health and fitness of our athletes, resulting in enhanced well-being, sports performance and quality of life.
  16. 16. Family Support Networks and Young Athletes™ programs broaden the scope of our contribution to families and communities.
  17. 17. Special Olympics Get Into It ™ helps educate children in more than 5,000 schools around the world.
  18. 18. Nearly 120,000 people participate in Special Olympics Unified Sports®. </li></li></ul><li>Special Olympics named one of the “America’s Greatest Brands” in 2005 by the American Brand Council <br />70% of surveyed public feels more positively about companies that support Special Olympics<br />85% of the public would more likely buy to product from a company that supports Special Olympics<br />87% believe it is appropriate for Special Olympics to align with corporate partners<br />Special Olympics “One of America’s Greatest Brands<br />
  19. 19. Special OlympicsOur image today<br />Very familiar<br /> Very favorable<br />Somewhat favorable<br />Somewhat familiar<br />Not very favorable<br />Not very familiar<br />Not at all favorable<br />Not at all familiar<br />How familiar would you say you are with Special Olympics?<br />How favorable would<br />you say you are towards<br />Special Olympics?<br />15%<br />55%<br />62%<br />77%<br />95%<br />40%<br />20%<br />3%<br />3%<br />
  20. 20. But positive image doesn’t always translate into action<br />14%<br />28%<br />43%<br />57%<br />33%<br />13%<br />10%<br />2%<br />Least commitment<br />Most commitment<br />How likely are you to buy a product or service from a company that supports Special Olympics?<br />How likely are you to donate to Special Olympics?<br />How likely are you to volunteer for Special Olympics?<br />5%<br />28%<br />23%<br />Very likely<br />57%<br />Somewhat likely<br />85%<br />Not very likely<br />Not at all likely<br />50%<br />72%<br />43%<br />15%<br />22%<br />
  21. 21. Why does love of Special Olympics not lead to engagement?<br />% who said this attribute applied agreat deal to Special Olympics<br />Correlation of Likelihood to Donate with Association<br />
  22. 22. An Evolving Relevancy<br />FROM<br /><ul><li>One country’s movement
  23. 23. Pity
  24. 24. “Nice” thing to do
  25. 25. An occasional event
  26. 26. A charity
  27. 27. About “those special people” </li></ul>TO<br /><ul><li>A global movement
  28. 28. Empowerment
  29. 29. Important for society
  30. 30. A part of everyday life
  31. 31. A global marketing partner
  32. 32. About all of ‘Us’ </li></li></ul><li>Special Olympics Today<br />Empowerment of people with intellectual disabilities through sport and sports training<br />What We Stand For<br />To create a better world by fostering acceptance and inclusion of all people <br />Our Promise<br />Dignity, <br />empowerment<br />Joyful, inspirational<br />Transformative,<br />unifying <br />Emotional Attributes<br />Tangible:> Sports training and competition <br /><ul><li>Health and Education
  33. 33. Family Support
  34. 34. Community Development
  35. 35. Advocacy</li></ul>Intangible:> Transformative impact on those touched by us> Catalyst for change in society-attitude, laws etc.<br />Functional Benefits<br />+<br />
  36. 36. Brand Objectives<br />Make Special Olympics more relevant to more people<br />Increase Special Olympics awareness nationally and globally<br />Attract new volunteers and Special Olympics participants, especially youth<br />Motivate greater financial participation from individual donors and corporate sponsors<br />Change attitudes about people with intellectual disabilities<br />Engage the community to create commitments to the movement<br />
  37. 37. Getting our Message Out There<br />So we figured out who we are, what we stand for and what our goals are. So its time to get our message out there!<br />ButHOW?<br />
  38. 38. Social Media 101: The Right Mindset<br />
  39. 39. It’s a brave new world<br />
  40. 40. The One Critical Thing to Remember<br />NOW<br />THEN<br />vs.<br />
  41. 41. Then vs. Now<br />Traditional Media<br />Social Media<br />Encyclopedia Britannica<br />New York Times<br />Print Newsletters<br />Wikipedia<br />Google Reader, Digg<br />eNewsletter, Facebook, Twitter<br />
  42. 42. Media Consumption in 2003<br />
  43. 43. Media Consumption Today<br />
  44. 44. Business Communications Evolution<br />
  45. 45. Where do I start?<br />
  46. 46. Common Misperceptions<br />Social media is not…<br />Free<br />A silver bullet for fundraising<br />An opportunity to control your message<br />An opportunity to tell everyone what you think<br />Inherently appealing and cool to millennials<br />An alternative to clear messaging/mission<br />
  47. 47. That said…<br />Social media is…<br /><ul><li>Pretty low cost
  48. 48. Growing by leaps and bounds
  49. 49. An opportunity for conversation
  50. 50. A great way to reach certain audiences
  51. 51. A complement to the messages you’re sharing through other channels</li></li></ul><li>Do tell me more please!<br />Source: http://www.idealware.org/sm_survey/download.php<br />
  52. 52. But who’s really using this stuff?<br />More people than you think! Did you know the average age of a social network user is 37!<br />Source:http://royal.pingdom.com/2010/02/16/study-ages-of-social-network-users/<br />
  53. 53. So where are people online?<br />Dec 2009<br />Source: http://www.openforum.com/idea-hub/topics/marketing/article/improve-your-social-media-strategy-by-paying-attention-to-demographics-laura-aronsson-and-bianca<br />
  54. 54. Know your audience<br />Source: http://www.pewinternet.org/Reports/2009/Adults-and-Social-Network-Websites.aspx<br />
  55. 55. More demographics<br />
  56. 56. Why do people participate?<br />
  57. 57. How do people participate?<br />© http://blogs.forrester.com/groundswell/2010/01/conversationalists-get-onto-the-ladder.html<br />
  58. 58. More on why Social Media Matters<br />
  59. 59. So What’s Out There?<br />
  60. 60. How do I focus?<br />
  61. 61. Decisions, Decisions…<br />
  62. 62. Teach me to fish…<br />
  63. 63. And how do you know me?<br />
  64. 64. Fish where the fish are…<br />
  65. 65. Activate Your Fans<br />
  66. 66. I See You…<br />Video sharing service that allows uploading, subscribing, viewing and sharing of user videos<br />The most popular form of video sharing with over 100 million videos watched daily<br />Ability to rate, comment and even respond to videos via text or video<br />Videos are useful for bloggers to embed them on their sites and blogs to share with readers<br />YouTube Videos can be integrated into Facebook and used by bloggers to host videos on their sites<br />
  67. 67. If no one sees it, its not happening!<br />Tell your story!<br />http://www.youtube.com/watch?v=NCeUnOl9Q4g<br />
  68. 68. Words to Live by…<br />
  69. 69. The Tried & True<br />The Best Advice I Can Give<br />
  70. 70. Follow the Yellow Brick Road<br />Strategize!<br />
  71. 71. And now, the Late Show’s<br />
  72. 72. …the top 5…<br />
  73. 73. Pillars of Success<br />
  74. 74. What does it look like in real life?<br />Goal:End the derogatory use of the word ‘retard(ed)’ and promote the inclusion of people with intellectual disabilities.<br />Objectives: Eclipse 100,000 total online pledges at www.r-word.org. Raise awareness to the hurtful effects of the word ‘retard(ed).’ Expand online communities.<br />Strategy: Personalize the hurtfulness of the R-word, create conversations about inclusion and acceptance for people with ID.<br />Tools: Downloadable web resources for schools and communities to hold pledge drives, Facebook, You Tube, Twitter, blogs<br />Results: Over 100k total pledges, over 10k NEW Facebook fans, thousands of Facebook interactions, over 20k You Tube video views, thousands of re-tweets and two dozen blog posts.<br />
  75. 75. The sincerest form of flattery<br />
  76. 76. Chart the Waters<br />
  77. 77. Simplicity Rules<br />
  78. 78. Integration is Key<br />
  79. 79. Where’s the Beef?!?<br />
  80. 80. Prepare for Class<br />
  81. 81. Mirror, Mirror on the wall…<br />
  82. 82. The Organizational Commitment<br />The greatest misperception among most organizations is that engaging in social media is free. This couldn’t be more WRONG! An organization that works with under this assumption WILL NOT succeed in the social media space and will probably damage their own brand and lose supporters by having a misguided approach.<br />So what is free? Tools. Facebook, You Tube, Twitter, etc. <br />What is not free? The time for staff to implement the strategy you developed.<br />A generic starting timeline may resemble something like this:<br /><ul><li> 5 hours/week to start listening
  83. 83. 10 hours/week to participate
  84. 84. 10-15 hours/week to generate buzz
  85. 85. 20+ hours/week to build community
  86. 86. (At least) 3-6 months until you see results</li></li></ul><li>Tactics, Tools, Time<br />Source: Beth's Blog: How Nonprofits Can Use Social Media<br />http://beth.typepad.com/beths_blog/2008/10/how-much-time-d.html<br />
  87. 87. Just tell us what to do!<br />BUILD<br />Pick platforms:<br /><ul><li> where your supporters are
  88. 88. where you are comfortable
  89. 89. with features to match your goals</li></ul>Create Audience Relevant Content<br /><ul><li> use the best free sources of Social Media Audience Usage Research</li></ul>http://www.netsquared.org/blog/kanter/nptech-summary-best-free-sources-get-social-media-audience-usage-research<br />Share useful info, don’t just broadcast<br /><ul><li> Include links to your site and others as relevant
  90. 90. Re-tweet!
  91. 91. Ask questions – engage!</li></ul>Establish a routine (here’s a helpful start: http://j.mp/acCuDd) <br />LISTEN<br /><ul><li> Search for your keywords on Twitter, subscribe to search results RSS feed (http://search.twitter.com)
  92. 92. Follow people who tweet about you or your cause
  93. 93. Find and follow people/organizations (http://wefollow.com/tag/nonprofit)
  94. 94. Search Facebook</li></ul>What other nonprofits like you have a presence?<br />What kind of support are they seeing? # fans, wall posts, etc.<br />What is being discussed?<br /><ul><li> Ask your supporters and volunteers</li></ul>Where are they active online?<br />What would they like to see you do?<br />
  95. 95. Streamline your Communications<br />
  96. 96. Rinse, Wash, Repeat<br />Establish Regular Reviews<br />What have we learned?<br />What has worked well?<br />What did not seem to have effect (so far)?<br />What should we change?<br />Are we moving toward our targets?<br />What activities or targets should we adjust?<br />
  97. 97. Great, but WHO is going to do this?<br />
  98. 98. The hardest thing to do<br />Take a deep breath because you are not in control anymore!<br />
  99. 99. You don’t own your brand<br />The Diet Coke and Mentos experiment<br />
  100. 100. Get Personal<br />Pick the right staff and let them be themselves<br />
  101. 101. How do industry leaders handle it?<br />
  102. 102. Authenticity rules the day<br />Social media is an immersive world, therefore, your leaders need to be immersed.<br />
  103. 103. Collaboration rules the office<br />
  104. 104. Define Success Together<br />Success may be more, or different, than “dollars and cents.”<br /><ul><li>Increased awareness of your cause
  105. 105. Shift in your org’s reputation
  106. 106. New and repeat program participants, activists, donors
  107. 107. Increased requests for your programs
  108. 108. Pageviews/clicks/comments/fans/etc.
  109. 109. New email addresses/contact info
  110. 110. Signatures/actions taken
  111. 111. Dollars raised
  112. 112. Mentions online</li></li></ul><li>Be Fearless!<br />
  113. 113. And, we’re off!<br />Time to get started!<br />
  114. 114. Ask and you shall receive…<br />QUESTIONS?<br />
  115. 115. Don’t Reinvent the Wheel!<br />Some Recommended Resources<br />Ongoing Twitter Chat : #nptech - great way to meet people to learn from/share with on Twitter<br />Allyson Kapin: Non-profits - Time to Get Mobile http://www.frogloop.com/care2blog/2010/1/15/nonprofits-time-to-get-mobile.html<br />***Beth Kanter/Beth’s Blog: How Nonprofit Organizations Can Use Social Media to Power Social Networks for Change:<br />http://beth.typepad.com/<br />http://beth.typepad.com/beths_blog/2009/02/how-do-you-measure-the-success-of-dog-to-person-fundraising-on-social-networks-dollars-or-doggietre.html<br />Chris Brogan’s blog: http://www.chrisbrogan.com/grow-bigger-ears-in-10-minutes/<br />http://www.chrisbrogan.com/the-building-blocks-of-social-media-for-business/<br />Forrester Research Consumer Technographics Data: http://www.forrester.com/Groundswell/profile_tool.html<br />KDPaine’s PR Measurement Blog: http://kdpaine.blogs.com/<br />Mobile Active http://www.MobileActive.org<br />Nonprofit Tech 2.0: A Social Media Guide for Non-Profits http://nonprofitorgs.wordpress.com/2010/02/08/10-nonprofit-text-alert-campaigns/<br />Non-Profit Social Media Benchmark Study: http://www.e-benchmarksstudy.com/socialmedia/key-findings/<br />***We Are Media wiki http://www.wearemedia.org/<br />***Wendy Harman, American Red Cross: http://wharman.posterous.com/social-media-handbook<br />***Top Three Recommendations<br />
  116. 116. Contact Ryan<br />Ryan Eades<br />Manager, Online Brand Communications<br />Special Olympics International<br />Phone: 202-824-0292<br />Email: reades@specialolympics.org<br />Twitter: @ryan2499<br />Skype:ryan2499<br />