The document discusses using social media for social good by engaging different levels of an audience pyramid. It outlines the characteristics, typical actions, and messages for the Community, Congregation, and Core levels of the pyramid. It also discusses using a two-pronged engagement strategy of "Heartbeats" for regular low-level engagement and "Remarkables" for inspiring remarkable actions. Remarkables are described as changing the medium or visualizing the message to spread on social media and engage more people. Working Heartbeats and Remarkables together can strengthen impact, relevance, and volunteer power for an organization's social good mission.

1. Social Media for Social Good
Julie Szabo and Darren Barefoot

2. Who Are Your
Peeps?

3. Engagement Pyramid
Core - Leaders
Committed - Activists
Congregation - Members
Community - Listeners
Crowd - Aware

4. Audience: Community
Online Offline
Characteristics
Actions
Message
What do they get?
How do they
climb the
pyramid?

6. Audience: Congregation
Online Offline
Active profile and
Characteristics Dives regularly
activity listings
Newsletter & Has participated
Actions social media in a PA event
channels
Use tools to sign- Participate in a
Message
up for a data dive data dive
Online Makes new
What do they get? recognition with friends/dive
badges buddies
How do they Submits data Organizes a data
climb the from a dive dive
pyramid?

7. Custom Asks for Each Audience
Segment
Find us on Facebook
Make product recommendations
Create an account
Volunteer
Core
Share with friends
Committed
Donate
Congregation
Sign the petition
Community
Write a product review
Crowd
Buy

8. A Two-Pronged
Engagement Strategy

9. Heartbeats

10. Heartbeat Activities:
Website content
Search engine optimization
Email marketing
Press releases
Social media updates
Online advertising

11. Heartbeat Outcomes:
Connect with your community
Make low-level asks
Raise money
Shine a light on members
Engage members further

12. The Problem

13. Everyone is doing
it.

15. Remarkables

16. “Safe is risky, and
risky is safe.”
- Seth
Godin

17. Remarkables Outcomes:
Recruits new members
Inspires actions & activities
Connects with influencers
Increases attention (often media)
Improves web presence

27. How Do You
Make
Remarkables?

28. Change the medium of the
message.

31. Say it visually.

34. Riff on what the web loves.

38. Enable user contributions.

42. Heartbeat and Remarkables
Working Together for Good

48. Word of mouth ROI
More actions
Less fatigue
Stronger volunteer power
Impact
Relevance
Ups the cool factor

49. Ingredients
Strategy: WOM
Make great, sharable
content
Some budget
Engaged members
Staff resources

50. Questions?

51. @julieszabo, @dbarefoot