This document provides an overview of a presentation on using social media for social good. The presentation covers the social media ecosystem, core values and strategy alignment, metrics and analytics, cause campaigns that worked, steps to activate supporters, and community tools for social change. It includes case studies of successful advocacy campaigns and exercises for attendees. The goal is to help attendees understand how to effectively leverage social media to support their causes and organizations.

1. Social Media for
Social Good Camp
A very special presentation at
the National Conference on Volunteering & Service
New Orleans, June 5, 2011
JD Lasica George Weiner
Socialbrite.org DoSomething.org
jd@socialbrite.org gweiner@dosomething.org

2. What we’ll cover today
Poker tournament!
Social media ecosystem overview
Core values & aligned strategy
Metrics! Actionable analytics
Cause campaigns that worked
Steps to activate your supporters
Community tools for social change
Breakout sessions with peers
Q&A, summary, hugs, tearful goodbyes

3. Relax!
Flickr photo “relaxation,
the maldivian way” by
notsogoodphotography
http://socialbrite.org/nola
(all sites in this talk have been tagged for later retrieval)

4. Today’s hashtag
Creative Commons
photo on Flickr
by Prakhar
Tweet our talk! Hashtags: #smsg #ncvs

5. 8 color handouts. Be happy!
http://socialbrite.org/nola

6. Shuffle up & deal!

7. Glossary for new terms
“ Social media:
Any online technology or practice that lets us share
(content, opinions, insights, experiences, media)
and have a conversation about the ideas we care about.
”
http://socialbrite.org/glossary

8. 1. ECOSYSTEM
Types of social media
• Blogs
• Social networks
• Microblogs (Twitter)
• Online video (YouTube,
Vimeo, Viddler)
• Widgets
• Photo sharing (Flickr,
Photobucket, etc.)
• Podcasts
• Virtual worlds
• Wikis
• Social bookmarking
• Forums
• Presentation sharing

9. Dizzying growth
77% US adults are frequent social media users.*
141 million active blogs (vs. 12,000 in 2000); almost 1 million blog
posts created per day; over 346 million people globally read blogs
6 of top 10 websites in US are social sites (YouTube, Facebook,
Wikipedia, Blogger, Craigslist, Twitter)
Flickr: 35 million people, 4 billion-plus photos
Wikipedia: 10 million users have contributed
18 million articles
YouTube: 2 billion videos streamed per day
Text messages per day: 4.5 billion
(vs. 400,000 in 2000)
Whenever someone opens a computer, 60% of time it’s for social
reasons.
*source: Nielsen Online, spring 2010

10. Facebook: The social network
600 million members worldwide —
73% of US Internet users are on Facebook

11. Revolutionizing revolutions
Egypt: 18 days from Facebook-organized protest to Mubarak’s fall
Facebook group One Million Voices Against FARC mobilized 10 million
people to march against FARC in hundreds of cities in Colombia
Different outcome in Iran & Myanamar

12. Twitter: Steady growth
295% annual growth rate in U.S., 300,000 new users/day
— and 30 billion tweets

13. Before you plunge in, stop!
Before we talk tools, technology or campaigns, do a
self-assessment with your team.
Why are you doing this?
What core values drive your
organization?
What change would you like
to see in the world?
Is there clarity about what your
organization is trying to achieve?
Why should people care?
Do you have an idea worth spreading?

14. Is your strategy aligned?
thehopeinstitute.us
Moving from tactics to strategy: Direct mail, events marketing
& social media working as an integrated ecosystem

15. Integrate your efforts
Be opportunistic: Take advantage of email signups on Facebook

16. Build community, not eyeballs
here’s an amazing
difference between building
an audience and building a
community. An audience
will watch you fall on a
sword. A community will fall
on a sword for you.
— Chris Brogan
Author, “Trust Agents”

17. Tap into the sharing community
Creative Commons
photo on Flickr by
Jason Means
Don’t do all the heavy lifting!
(Remember this theme!)

18. 2. FUN WITH METRICS
Before you start, measure!

19. Google Analytics
Who loves ya, baby? See which Twitter users drive most traffic

20. Facebook Insights

21. Google Keyword tool
https://adwords.google.com/select/KeywordToolExternal

22. 3 . A D V O C A C Y C A M PA I G N S
Types of cause campaigns
1. Raise awareness, build authority
for your cause or enterprise
2. Sign up new members
3. Raise funds, solicit micro-loans
4. Sign online petitions
5. Spur offline action: enlist people to
attend an event or call Congress
6. Find new volunteers or ambassadors
7. Grow a mailing/newsletter list
8. Attract new Facebook or Twitter
followers
9. Ask people to create content for you

23. CASE STUDY
No on 8 Wedding Registry
1,700 couples raised $1 million+ for Equality California

24. CASE STUDY
SMA: Tweet for a Cure
2,912 people have tweeted reaching 1.6 million followers
http://gwendolynstrongfoundation.org

25. CASE STUDY
SMA: Tweet for a Cure
2,912 people have tweeted reaching 1.6 million followers
http://gwendolynstrongfoundation.org

26. EXERCISE
SMA: Tweet for a Cure
http://bit.ly/tweet4cure

27. EXERCISE
SMA: Tweet for a Cure
http://bit.ly/tweet4cure

28. EXERCISE
SMA: Tweet for a Cure
http://bit.ly/tweet4cure

29. CASE STUDY
Paper cranes
Facebook.com/PaperCranesForJapan

30. CASE STUDY
SaveMaryLake.com
$300,000 raised in 2 months

31. CASE STUDY
Grassroots mapping
Balloon aerial images of Gulf Oil Spill funded by Kickstarter
grassrootsmapping.org

32. CASE STUDY
MJF Team Fox
facebook.com/teamfox

33. CASE STUDY
Visual storytelling campaign
Human rights in Tunisia

34. CASE STUDY
Visual storytelling campaign
Human rights in Tunisia

35. CASE STUDY
Greenpeace & Nestlé
Boycott Nestlé pages on Facebook

36. CASE STUDY
Greenpeace & Nestlé
Nestlé Killer microsite

37. CASE STUDY
Greenpeace & Nestlé
Greenpeace bought Google AdWords for Nestle & Greenpeace

38. CASE STUDY
Greenpeace & Nestlé
Nestlé waves the white flag

39. CASE STUDY
Make your cause tangible
http://charitywater.org/projects/map/

40. 3 . 1 2 S T E P S T R AT E G Y
12 steps to activate supporters
1. First, listen and observe
2. Set clear goals & define metrics
3. Define a clear theme
4. Frame it with a personal story
5. Create lightweight media
6. Create a simple call to action
7. Create a conversation hub for participants
8. Consider a mobile component
9. Find your champions! Turn influencers into evangelists
10. Use immediacy & urgency: Headlines & deadlines
11. Generate an Attention Wave
12. Connect online with real-world events

41. 1. Create a listening post
Set up a listening post
(monitoring dashboard)
to track what’s being
said about your
organization or cause.
Listen before engaging.
Deputize folks to do this.
Supplement with a social
media dashboard.
Engage before the Ask
Deeper dive—monitoring: socialbrite.org/nola

42. 2. Set goals, map metrics
Goals Metrics to measure
Grow email list of supporters # newsletter, RSS subscribers
Increase comments on blog avg. # comments/post
Increase website visibility increase in traffic or linkback #s
Increase positive mentions mentions in blogs & social
of organization or cause networks
Have visitors stick around stick rate, bounce rate
Make our content more viral # of shares
Get people to take action # of petition signatures
Get people to attend event # of registrants, year over year
Deeper dive—metrics: socialbrite.org/nola

43. Track your success
Track the benchmarks & goals you set down:
For ongoing social media efforts:
Web stats (Google Analytics)
Url click-throughs (Bit.ly)
Facebook fan growth & engagement
Twitter followers & engagement
Survey responses
Comments received
For integrated social media campaigns:
Monitor social media activity
Optimize content, try to make it viral
Interact with target audiences
Use customer feedback loop for
product research and development

44. 3. Define a clear theme
Boil down your cause to a strong, single sentence
Vittana:
Help anyone go to college
Alter Eco:
Support fair trade
ActBlue:
Elect progressive candidates
DonorsChoose:
Support public classrooms in need

45. 4. Use personal storytelling
Find emotional core, use videos or photos to make us feel
invisiblepeople.tv

46. 4. Use personal storytelling
Find emotional core, use videos or photos to make us feel
invisiblepeople.tv

47. Showcase stories of hope
Ed Givens, 30 years on Skid Row ... ... and today.
100khomes.org from Common Ground

48. 100,000 Homes
Donna, on the streets ... ... on now on her apt’s coop board.

49. 5. Create lightweight media
Guess what? You’re a content creator!
Room to Read: Winner of TechSoup Storytelling Challenge
Deeper dive—media: socialbrite.org/nola

50. 5. Create lightweight media
Guess what? You’re a content creator!
Room to Read: Winner of TechSoup Storytelling Challenge
Deeper dive—media: socialbrite.org/nola

51. 6. Create a strong call to action
Inspire people to act with clear, motivating steps

52. Make the action super clear
architectureforhumanity.org

53. 7. Create a conversation hub
Where will you engage with supporters?
Your blog Community site (WiserEarth)
Facebook Social hub (Change.org)
Twitter Contest site
Deeper dive—community: socialbrite.org/nola

54. Give your content a social life
Conversation, not marketing

55. Enable friction-free conversations
Make sure your site is conversation-enabled!
Lower the barriers to people talking about your
cause by using third-party authentication
services.
Left: SpokenWord.org with multiple log-in
options.
Top: The new Facebook Comments on
HowStuffWorks.com.

56. Use hashtags to join conversations
Find relevant hashtags through
Twitter Search or tagdef.com
Join (but don’t spam)
conversation threads
Start your own hashtag
Some hashtags to latch on to:
#women #health #latino
#education #democracy #politics
#Obama #news #media
At left, widget found at:
http://journchat.info

57. Let’s take a break! 3 minutes
Creative Commons BY photo on Flickr by Tom@HK

58. EXERCISE
8. Consider a mobile component
Mobile calling card: Text 'jdlasica' to 50500
http://contxts.com

59. EXERCISE
It’s more than text to give
The Cove campaign: Text 'DOLPHIN' to 44144
Start & grow a mobile list
Calls to action
Alerts
Feedback loop
Reaches new constituents
Ric O’Barry,
“The Cove”

60. Is your site mobile-ready?
Low-cost server-side solutions: WPtouch Pro, et al.

61. Is your site mobile-ready?
Low-cost server-side solutions: WPtouch Pro, et al.

62. Is your site mobile-ready?
Low-cost server-side solutions: WPtouch Pro, et al.

63. Is your site mobile-ready?
Low-cost server-side solutions: WPtouch Pro, et al.

64. Is your site mobile-ready?
Low-cost server-side solutions: WPtouch Pro, et al.

65. 9. Find your champions!
Use your listening post to identify high-value influencers in
your subject area. Then, influence the influencers
Establish a rapport and only then reach out to try to convert
them into evangelists & ambassadors for your cause
Scope out Twitter Lists that intersect with your organization
or social cause
Connect with other social media influencers through their
blogs and other networks
Deeper dive—monitoring & community: socialbrite.org/nola

66. Open your blog to guest posts

67. Love your ambassadors
100x100: Estrella Rosenberg & Big Love Little Hearts used
Foursquare & social media to raise $25,000 in 24 hours to give
life-saving screenings to 12 newborns with congenital heart defects

68. The power of 1-1 giving
vittana.com
jolkona.com
kiva.com
donorschoose.org

69. 10. Use urgency & immediacy
Headlines & deadlines: Play off the news & use a hard stop date

70. The fierce urgency of now
Be imperfect and timely,
not perfect and late.
Best targets are those who
took action within past few
hours.
Action items tied to
specific news event yields
2x response rate of non-
specific stories.
Create a hard stop date.
Best campaigns last 1 day
to 2 weeks.

71. 11. Generate an Attention Wave
Use social love handles to socialize your campaign

72. TOOLS
Begin with Facebook plug-ins
http://developers.facebook.com/docs/plugins/

73. TOOLS
Begin with Facebook plug-ins
http://developers.facebook.com/docs/plugins/

74. TOOLS
Begin with Facebook plug-ins
http://developers.facebook.com/docs/plugins/

75. Your FB news feed? Bad news
Facebook rewards conversation, punishes inactivity
http://bit.ly/edgerank-checker

76. TOOLS
Get widget-happy!
Create a widget on Causes.com or create your own

77. TOOLS
Social sharing tools
AddThis.com

78. TOOLS
Causes now supports projects
exchanges.causes.com

79. TOOLS
Causes now supports projects
exchanges.causes.com

80. TOOLS
Causes now supports projects
exchanges.causes.com

81. TOOLS
Fundraising: Going social
give2gether.com

82. Chunk out your fundraising
give2gether

83. Leveraging social networks
give2gether

84. Metrics on network effect

85. 12. Meet up in the real world
Meetups, Tweet-ups, concerts, fund-raisers to deepen ties

86. Eventbrite for causes
http://blog.eventbrite.com/npo

87. Facebook s live events

88. Attract a swarm
Create a Foursquare flash mob to unlock coveted Swarm Badge

89. Then: Measure, refine, refresh
Measure results, follow up, recalibrate, relaunch

90. 4. COMMUNITY TOOLS
Use your community!
Flickr photo by
Jason Means
Partner with smart people. Use volunteers.
Use free: Twitter, Flickr, YouTube, Creative Commons
Use open source: WordPress (and its plug-ins), etc.

91. The awesome power of free
Free content! Free resources!
Free photos Socialbrite.org/sharing-center
Free videos (eg, TED talks) Creativecommons.org
Free music & audio Techsoup
Free services! Free expertise!
Google Grants BarCamp
YouTube for Nonprofits PodCamp
Google Earth for Nonprofits WordCamp
Social Media
Free software & platforms! Club
WordPress & its plug-ins
Open Office, Google docs
Drupal, Joomla

92. EXERCISE
flickr.com/creativecommons
Creativecommons.org
• Rich source of free
commercial & noncommercial
images
• Flickr: 160 million
Attribution, Noncommercial,
No Derivatives & ShareAlike
licenses
• Use them for your blog,
website, email or print
newsletter, presentations, etc.
• Don’t just take. Share!

93. TIME MANAGEMENT
Social media dashboards
Hootsuite Cotweet
Tweetdeck Spredfast
Threadsy Netvibes
http://bit.ly/smdash

94. O P E N D ATA
The open organization
Data visualization at the Indianapolis Museum of Art
http://dashboard.imamuseum.org/

95. D ATA T O O L S
Map mashups with open data
Broadband speeds at schools & colleges in Miami

96. D ATA T O O L S
Online visualizations
Americans’ opinion of GOP presidential field

97. D ATA T O O L S
Online visualizations
Americans’ opinion of GOP presidential field

98. D ATA T O O L S
Online visualizations

99. G E O L O C AT I O N
Darfur & Google Earth
Crisis in Darfur: Using Google Earth

100. G E O L O C AT I O N
Darfur & Google Earth
Crisis in Darfur: Using Google Earth

101. TOOLS
Google Earth’s historical layers
Historic Centre of Warsaw, 1945 & today

102. Tap into the geolocation wave

103. Resources & tools
What you’ll find at socialbrite.org/nola
Free tutorials on the best way to use
Facebook, Twitter & blogs
24 online fundraising sites
Top cause organizations
Free reports
Free photo, music, video directories
Collaboration tools
Geolocation tools
How to use mobile strategically
Tons more. All free & shareable.

104. Biggest resource: Your supporters

105. Thank you!
JD Lasica, founder
Socialbrite: Social tools for social change
email: jd@socialbrite.org
Twitter: @jdlasica
@socialbrite
George Weiner, CTO
DoSomething.org
email: gweiner@dosomething.org
Twitter: @georgecaweiner
@dosomething