This document discusses leveraging social media for change. It begins with defining social media and providing examples of popular social media platforms. It then discusses why organizations should use social media, what the limits are, and techniques for effective social media communication. The document also provides tips on strategizing a social media approach, prioritizing social media within outreach efforts, and includes tips, tricks and tools for social media use.

1. LEVERAGING SOCIAL MEDIA
FOR CHANGE
Sean Larkin, Partner
ThinkShout, Inc.
sean@thinkshout.com
760.223.0589

2. AGENDA
• What is social media?
• Social media examples.
• Why you should use social media.
• What are the limits of social media.
• Techniques to effective social media.
• Strategizing your social media approach.
• How to prioritize social media w/in your outreach/fundraising efforts.
• Tips, tricks, and tools.

3. "Social media are media for social interaction, using
highly accessible and scalable communication
techniques.
Social media is the use of web-based and mobile
technologies to turn communication into
interactive dialogue."
http://en.wikipedia.org/wiki/Social_media

4. SOCIAL MEDIA PLATFORMS
• Facebook • LinkedIn
• Twitter • Foursquare
• YouTube • Gowalla
• Vimeo • Yelp
• Flickr • Google+
• MySpace • Google Hotpot

5. SOCIAL MEDIA INTEGRATIONS
(“MASHUPS”)
• Facebook (See: BodyVox blog)
• Posterous.com (See: SaveOurGulf blog)
• CauseVox (See: Earthquake response campaign)
• Twitpay (See: Twitpay.com)

6. WHY SHOULD YOU USE
SOCIAL MEDIA?
• Because it's a great way to tell "rich" stories.
• Because it's how people consume news.
• Because people are significantly more likely to donate or take action if
they believe that their actions make a difference.
• Because it can be an effective way to provide clear, simple "Calls to
Action."
• Because it's fast.
• Because it's a great way to say "Thank you."
• Search engine traffic.

7. WHAT ARE THE LIMITS TO
SOCIAL MEDIA?
• Online donations still make up a very small % of gifts.
• It can take a lot of time to do well.
• It's easy to end up with Slacktivism.
• The metrics are "soupy."
• Once something's out there - it's out there.

8. HOW TO APPROACH
SOCIAL MEDIA
• Remember that people want to feel like their actions make a difference.
• Problems big; Solutions BIGGER.
• Tell people what you want them to do; make them feel great for doing it.
• Websites and social media are action tools.
• ROE not ROI - Return on Engagement.
• Turn fans into change makers.
• Share leadership (share authorship).
• Don't get caught up in issues, talk about behavior.
Credit to Eric Eckl, Amy Sample Ward, and Deborah Askanase.

9. TECHNIQUES FOR EFFECTIVE SM
COMMUNICATION
• Be clear in terms of the behavior that you are trying to encourage.
• Pictures, pictures, pictures.
• People want to see themselves.
• Make it personal. ("The Personal Organization")
• Make it about your constituents.
• Follow up after events quickly.
• Get to the "ask" (i.e., The behavioral change you wish to see...)
Credit to Eric Eckl, Amy Sample Ward, and Deborah Askanase.

10. STRATEGIZING YOUR
SM APPROACH
• Read Amy Sample Ward's article on DIY Community Engagement Metrics
• Community Mapping:
• Identify personas (groups).
• Identify their goals.
• Identify your goals.
• Identify tools (Facebook, Flickr, etc.)
• Content mapping (to these goals; across tools)
• Metrics and Reporting:
• HootSuite (social analytics tool).
• Not just fans and likes - but actions.

11. HOW TO SET PRIORITIES FOR
YOUR SM STRATEGY
• Don't start with social media - Start w/ direct mail.
• Usea content management system (Drupal, Wordpress, Tumblr,
Posterous.com).
• Start
collecting email addresses (MailChimp, Vertical Response,
Constant Contact, etc.)
• Get a CRM (constituent relationship management tool).
• "Push out" across social media networks.
• Don't give social media to the intern....

12. TIPS, TRICKS & TOOLS
• Hootsuite.
• Twitter clients.
• URL shorteners (Bit.ly).
• Posterous.com (email to blog).
• Smart phones.
• 3rd-party “Buttons” (Embed codes for ShareThis, AddThis,
Facebook, Twitter).

13. THANK YOU!
And stay in touch - The ThinkShout Team
http://thinkshout.com/contact