Social Media for Social Good: Progress and Predictions
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Keynote presentation I made for Strategic Leadership and Social Media for Social Change at the Jepson School for Leadership Studies at the University of Richmond.
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Social Media for Social Good: Progress and Predictions
- 1. SOCIAL MEDIA FOR SOCIAL GOOD: Progress and Predictions
- 2. GRADON TRIPP FOUNDER SOCIAL MEDIA FOR SOCIAL CHANGE
- 3. NONPROFITS HAVE AWAKENED TO THE POSSIBILITIES OF SOCIAL MEDIA.
- 4. 2009 Economy
- 5. Social media gives nonprofits an opportunity to stand out AND reach out -- without going broke
- 6. It’s not the tools... it’s what you do with them.
- 7. Moving from broadcasting to engaging
- 8. Stop thinking about them as a mailing list... Think about them as your community!
- 9. Smart nonprofits won’t just share their message... ...they’ll listen and respond to the folks who will spread it.
- 10. And not being lone rangers!
- 11. SURVEY ON THE STATE OF GIVING IN THE SOCIAL MEDIA COMMUNITY
- 12. 56% GAVE TO SPECIFIC CAMPAIGNS, NOT IN A PLANNED WAY TO THE SAME CAUSE EACH YEAR. Same cause Specific campaign 44% 56%
- 13. 64% ARE GIVING MORE THAN THEY WERE 5 YEARS AGO Giving less Giving more 36% 64%
- 14. HOW DID THEY HEAR ABOUT ORGANIZATIONS THEY SUPPORT? 60 45 30 15 Friend Blog post 0 Facebook Twitter
- 15. WHY DO THEY SUPPORT THESE ORGANIZATIONS? 70 53 35 18 Passionate Recommendation 0 Resonates
- 16. HOW DO THEY KEEP TABS ON THE LATEST FROM ORGANIZATIONS THEY SUPPORT? 60 45 30 15 Email Twitter 0 Facebook/other
- 17. THIS MEANS PEOPLE IN SOCIAL MEDIA: • Care about the social good • Want to contribute • Want to learn about organizations • Keep in touch via Social Media
- 18. HERE'S HOW TO MAKE IT HAPPEN IN 2009 (AND BEYOND):
- 19. 1. KNOW YOUR VISION
- 20. 2. FIND YOUR COMMUNITY
- 21. 3. SHARE YOUR VISION & STORY WITH THEM
- 22. 4. INVITE THEM TO ACT
- 23. 5. Invite them to share your message.
- 24. 6. Find groups doing what you do AND WORK TOGETHER
- 25. So what's the takeaway for your organization?
- 26. Maymont • Tell people how to get involved - • Flickr Group more calls to action • YouTube Channel • Add Community page to site • Search Twitter to connect with • Set up a blog similar people & organizations
- 27. Fetch a Cure • Clean vision/story/call to action. • Find & engage online dog communities. • Take advantage of the cute factor! • Blog - Buster Brown would be great! • Has a Facebook Cause, should add Page as well. • Engage with communities on Twitter/Flickr/YouTube
- 28. SOCIAL MEDIA FOR SOCIAL GOOD ~~~~~~~ QUESTIONS? Gradon Tripp Founder Social Media for Social Change gradontripp.com gradon@gradontripp.com @gradontripp
Editor's Notes
- Thank Doug for intro Sue Robinson, Shannon Best, everyone @ U of Richmond Strategic Leadership and Social Media for Social Good Conference for having me Doug, Kira Siddall, Nathan Hughes & rest Soc Med Club Richmond
- Idea for SM4SC in June 2008 in blog post Use “tweetups” to raise funds & build awareness for good causes. 2 in-person fundraising events, raising nearly $35,000 And a few online awareness campaigns. We’ve had the chance to work with a number of great causes, and find that --->
- June - U Mass Dartmouth released study of top 200 NPOs Use Soc Med more than Fortune 500 & U.S. colleges & universities. 57% have blogsVery interesting 89% - used one form of SM or anotherin light of... 79% - used Soc Net and Video Blogging, each 75% - monitor web for buzz/chatter about them 90% - blogs are successful +80% - social media is at least “somewhat” important to their cause
- Govt. funds, personal charitable contributions cut. Foundation endowments follow stock market, so that sector’s been hurt. 1.8M charities - More demand for services, less available resources.
- Costs nothing but time In real time Easy to share Find people that otherwise would never Can experiment, test fresh ways to get vision across
- Early on in push to use Soc Med 4 Soc Good, focus was getting ppl signed up for accounts. Have FB, Twitter, ppl will come & all prob’s be solved. It’s not the application, it’s the conversations that happen on it. Not fundraising, it’s awareness. Ask yourself: What can you tweak about your message to engage your community more effectively?
- Moving from traditional NPO direct marketing twice-a-year appeals for donations monthly newsletters/emails to Focus on new ways of getting support building your message finding your community
- Instead of donors or mailing list, think about how you’ll get your next evangelists, advocates volunteers, cause partners grassroots supporters - those who will stand up - without being asked - and work for the good of your cause? Again, ask yourself: What are all the ways someone can give of themselves for my organization, and how am I inspiring them to do so?
- The key to growth for NPOs won’t be just how they share their message, but how they listen & respond to those who will spread it. You need to: Have the ability to find new ppl to join your community Have willingness to try new things
- AND DON’T THINK YOU CAN DO IT YOURSELF! Partner up & make things happen Don’t know how to do something? Ask in your org & throughout your community - you’ll be surprised who has talents you never knew of. “It takes a village”
- SM4SC Survey on the State of Giving in the Social Media Community 3 weeks - May-June >300 particpants gave insights into the hows & whys of their giving
- They care about being asked being informed. They want to know what up, right now why you need their support.
- See the need, and contribute.
- 50% - friends in any way 42% - blog post 37% - Facebook 53% - Twitter Twitter is all about sharing information, natural place to hear about new causes.
- 70% - passionate about a cause >50% - recommendation from friend or colleague >45% - cause resonates with their personal experience Connect with people, give them a reason to be passionate about your cause, and a reason to share that passion with their community.
- 53% via email 41% via Twitter 60% via FB or other Soc Net Email still a killer app, but building a community is of growing importance.
- Six steps to begin a social media campaign at your organization.
- Charity: Water - straightforward vision - 1 in 6 have no drinking water; we’re going to fix it. carries over into everything they do - from site, to blog & other soc med channels. Message of hope, opportunity for change Ask yourself, “What do we do?” You should be able to answer quickly, in 2-3 short sentences? If not, work on this.