The document discusses the power of social media for non-profit organizations, highlighting successful platforms like change.org and kiva.org that enable citizen engagement and micro-financing. It outlines essential aspects of social media, including its evolution, impact on various sectors, and the significance of core ideas in social campaigns. Additionally, it provides examples of effective campaigns and suggests resources for further learning about social media strategies.

1. Sponsored by
Social Media for
Non-Profits
Achintya Gupta

2. The power of social
media
 Video

3. Story #1 – change.org
•

4. 01
Change.org
 How change.org is
helping NGOs and
promoting citizen
activation

5. 01
Change.org
Start a petition [anybody
can do that]

6. 01
Change.org
Browse petition, sign and
promote the ones you
support

7. 01
Change.org
Ask your Facebook
friends to join the
campaign
Promote the campaign
through Twitter, emails

8. 01
Change.org
See who are your
supporters
As a supporter, discuss
the issue with the
community

9. 01
Change.org
The impact: victories +
citizen empowerment

10. Story #2 – Kiva.org
•

11. 02
Kiva.org
 A micro-financing non
profit organization
Stories of small
entrepreneurs get funded
by the crowd

12. 02
Kiva.org
 Browse stories that you
think can create most
impact
The stories are curated
by NGOs working in
developing nations
Lend money

13. 02
Kiva.org
 Entrepreneurs are funded
by the crowd
 The status bar shows
how much of the needed
fund is left

14. 02
Kiva.org
 Impact

15. Story #3 – Make a wish
•

16. 03
Make a wish
campaign

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. 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. Part II: What is social media
•

20. Time to distribute the papers!
•

21. 04
Learning: What is
Social 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. 04
Popular social
media platforms
 Facebook
 Millions of people share
their thoughts, activities
and opinions with their
friends

23. 04
Popular social
media platforms
 Twitter
 Millions of people
collaborate real time
information

24. 04
Popular social
media platforms
 Wikipedia
 People collaborate on
knowledge

25. 04
Popular social
media platforms
 Blogs
 People collaborate on
opinions

26. 04
But 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. 04
Learning: What is
Social 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. Part III: Why is social media
•
creating so much buzz

29. Let’s play the crowd-sourcing
•
game

30. How social media has impacted
•
every aspect of our life

31. 05
News
 The power of media has
gone into the hands of
news creators, curators
and citizen journalists

32. 05
Politics
 Barrack Obama used
social media to create a
citizen focused campaign

33. 05
Marketing
 Queensland Tourism
created the fascinating
‘best job in the world’
campaign with social
media

34. 05
CSR
 Pepsi Refresh campaign
crowd-sourced ideas to
refresh the world
 The best ideas were
given grants to
implementation

35. 05
Customer Support
 Social Tools are being
used to provide quality
support from brand and
users
 Comcast uses Twitters
for speedy address to
customer issues

36. 05
Innovation
 Dell Ideastorm – ideas for
dell products from
customers

37. 05
Product Design
 Threadless gets T-shirt
design from the crowd
 Community votes for best
designs which are then
sent to print

38. Part IV: Social Media for non-
•
profits

39. Let’s play the ‘form your club’
•
game

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 people
generally think
Campaigns: Ads –
Campaign Campaign
2 Platform 3 banner, text, TV, Radio;
1
How people events, promotions
should think
Adapted from Gauravonomics

41. 06
Social Object
 For your social media
efforts to be successful,
you need a core talk-
worthy idea that people
talk about
This core talk-worthy idea
can be a lifestyle,
passion, cause, need,
ambition etc

42. 06
Social Object
 Change.org: citizen
activation

43. 06
Social Platforms
 Once you decide upon
the social object, you
decide which platforms
fits best to your strategy

44. 06
Campaigns
 Aimed at recruiting
people to your platform
Can be ads, events,
promotions etc

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 people
generally think
Campaigns: Ads –
Campaign Campaign
2 Platform 3 banner, text, TV, Radio;
1
How people events, promotions
should think

46. 06
Examples
 Aircel ‘Save Our Tigers’
Social Object: Save the
tiger
Platform: Facebook

47. 06
Examples
Chase Community Giving
Challenge
Social Object: Choose
the best charity
Platform: Facebook

48. 06
Examples
Name: Vote Report
Social Object: Reporting
voting malpratcies
Platform: Ushahidi

49. 06
Examples
Urgent Evoke
Social Object: People
give ideas on improving
living conditions in
developing countries
Platform: Ning

50. 06
Examples
Pink Chaddi
Social Object: Women
Empowerment
Platform: Blogger

51. 06
Examples
Bell Bajao
Social Object: Stop
Domestic Violence
Platform: YouTube

52. 06
Examples
I Change My City
Social Object: Make
Bangalore a better city
Platform: Customized
community platform

53. Pratham Books
•
Blogs Scribd Flickr
Engagement built
around a single
social object –
Promoting reading in
India
Sound Cloud YouTube

54. Part V: Other benchmark
•
examples

55. 07
Examples
NGO post
Citizen journalism
platform
Readers report and vote
for news

56. 07
Examples
Causes
Members can start their
own causes
Get support in form of
fund raising, petitions and
pledges

57. 07
Examples
WWF – Panda Pages
WWF supporters can
create pages to save
wildlife, places and
promote donations

58. 07
Examples
Livestrong.com
Health community
supported by Lance
Armstrong Foundation
Content, experts, tools

59. 07
Examples
Vittana
Micro –financing for
student loans

60. What next!
Read good blogs:
 Mashable
Techcrunch
Fast Company •
Web Strategist – Jeremiah Owyang
The Atlantic
Read books:
Groundswell: Charlene Li
Social Media Marketing: An hour a day – Dave Evans
Research Reports:
2020 Social Slideshare Channel
Kuliza Slideshare Channel
Social Technology Quarterly

61. Thank You •
-Achintya Gupta

62. Photo credits
http://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.jpg
http://learnthat.com/files/2009/03/non-profit-association1.jpg
•
http://socialmediamarketingmadeeasy.co.nz/wp-content/uploads/social-media-prism.jpg
http://1.bp.blogspot.com/_if82LIq2I00/SRMk22YIU4I/AAAAAAAAA2c/eEYbNExNbaU/s400/IMG_6610.JPG
http://thesocioartist.files.wordpress.com/2010/08/prada-spring-summer-2009-womens-ad-campaign.jpg