The powerful connection of online and offline engagement is fueling movements throughout the world. Learn how social media can empower your cause.

1. @thePa'ersonFdn
www.ThePa'ersonFounda3on.org

2. Social Media: Fueling Modern
Movements in the Digital Age
#read2012

3. Introduc3ons
Melissa
Thompson
–
Communica2ons
Manager,
CAP
@melissathomps
A
writer
since
she
could
punch
the
orange
keys
on
her
Li'le
Tikes
typewriter,
Melissa
Thompson
has
always
been
a
fan
of
communica3ng.
She’s
an
even
bigger
advocate
of
helping
others
discover
the
power
of
emerging
digital
media
(you
know,
the
tools
that
are
helping
us
connect,
collaborate
and
“share
good”
faster
and
farther
than
ever.)
Through
her
work
with
The
Pa'erson
Founda3on,
Melissa
has
advised
voluntary
health
organiza3ons,
community
engagement
en33es,
and
others
on
strategic
social
media
prac3ces.
She
recently
earned
a
cer3ficate
in
online
community
management
from
WOMMA.
When
she
is
not
doing
her
part
to
bridge
the
digital
engagement
deficit,
Melissa
can
be
found
training
for
her
next
race
or
geSng
lost
in
baking
blogs.

4. Introduc3ons
Sam
Stern
–
Partner,
CAP
@mhealthmarketer
CAP
is
the
communica3ons
partner
of
The
Pa'erson
Founda3on,
a
thought
leader
in
the
transforma3ve
role
of
strategic
communica3ons
within
the
philanthropy
sector.
As
chief
strategist,
Sam
has
integrated
social
media
strategies
and
emerging
tools
within
the
founda3on’s
DNA,
resul3ng
in
rela3onship
building
with
some
of
the
sector’s
most
influen3al
leaders.
Leading
the
CAP
team,
Sam
uses
social
communica3ons
strategies
to
build
and
encourage
awareness
and
impact
through
work
with
The
Pa'erson
Founda3on’s
partners.

5. Objec3ves
• Defining
movements
• Why
social
media
is
important
• GeSng
started
• Effec3ve
use
of
social
media
channels

7. “An
idea
that
spreads
with
passion
through
a
community.”
SethGodin.typepad.com
@ThisIsSethsBlog

8.
“Passion
enables
movements
to
grow
and
have
a
significant
impact
on
culture.”
Sco'Goodson.typepad.com
@sco]rog

9. PASSION!
The
only
prerequisite
to
star3ng
a
cultural
movement

14.
Idea:
Doing
at
least
one
nice
thing
per
week
makes
the
world
a
be'er
place
Started:
LA
2005
Spread:
Do
one
nice
thing
emails
reminding
people
to
do
nice
things
Media
Coverage
–
Radio,
Oprah,
Martha
Stewart,
Kits
for
members
to
start
their
own
local
clubs
SOCIAL
MEDIA
ENGAGEMENT
(Twi'er,
Facebook,
blog)
Today:
Members
in
92
countries
100
tons
of
school
supplies
sent
for
Iraqi
and
Afghan
10’s
of
000’s
of
books
for
schools,
libraries,
and
children’s
hospitals
10’s
of
000’s
cans
of
food
items
to
food
banks

16. ™
( RED )
• IDEA:
Transform
the
collec3ve
power
of
consumers
into
a
financial
force
to
help
fight
AIDS
and
other
diseases
in
Africa
•
STARTED:
Bono
of
U2
and
Bobby
Shriver
founded
RED
in
2006.
• HOW
IT
SPREAD:
RED
spread
through
its
pacts
with
its
partners,
extensive
media
coverage
resul3ng
from
the
high
profile
of
the
corpora3ons
involved
and
RED’s
founders,
social
networking,
celebrity
spokespeople,
and
brand
exposure.
In
2010,
a
full-­‐length
documentary
called
The
Lazarus
Effect
was
execu3ve
produced
by
Spike
Jonze
and
sponsored
by
(RED),
HBO,
and
Anonymous
Content,
on
the
heels
of
a
public-­‐service
TV
featuring
high-­‐profile
celebri3es
in
the
United
States.
• Today:
Generated
more
than
$170
million
Reached
more
than
7.5
million
people
in
Ghana,
Lesotho,
Rwanda,
South
Africa,
Swaziland,
and
Zambia
Programs
have
averted
6.5
million
deaths
worldwide

17. Modern
movements
are
digitally
connected
Members
of
movements
are
more
likely
to
have
socially
engaged
friends
who
belong
to
other
movements
Friends
of
Friends
=
Amplifying
messages
and
expanding
reach
of
influence

18. Men3on
Mapp

19.
Take-­‐away:
Leverage
the
networks
of
key
contacts
•
Enlist
ambassadors
•
Define
roles
•
Timing
strategy

20. i
Survey:
2,252
Adults
April
&
May
‘10
-­‐
Low
income
people
among
fastest
adopters
of
mobile
web
devices
(May
‘10)
-­‐
Low
income
people
using
mobile
devices
in
place
of
higher-­‐cost
computers
-­‐
46%
of
households
earning
less
than
$30K
a
year
are
wireless
Internet
users.
(May
‘10)
-­‐
The
lowest
income
group
surveyed
was
the
fastest
growing
-­‐
Of
those
surveyed
who
use
wireless
mobile
technology
-­‐
64%
African
Americans
-­‐
63%
English-­‐speaking
La3nos
-­‐
57%
White
Americans
-­‐
Minori3es
more
likely
to
use
social
networking
sites,
watch
videos,
post
videos
and
purchase
products
on
mobile
devices

21. i
Surveys:
Adults
using
social
media
–
2,277
May
2011
Twi'er
Use
2012
–
2,253
adults;
-­‐
65
%
of
Internet-­‐using
adults
use
social
-­‐
Online
adults
who
use
Twi'er
in
typical
day
networking
sites
(only
email
and
search
doubled
since
May
2011
(s3ll
about
15%
online
engines
are
used
more
frequently)
adults)
-­‐
Posi3ves
outweigh
nega3ves
in
words
-­‐
Income
describing
experience
using
social
-­‐
31%
under
$50K
networking
sites
-­‐
Of
that,19%
under
$30K
-­‐
Among
Internet
users,
social
networking
-­‐
Of
those
using
Twi'er
most
popular
with
women,
young
adults
-­‐
African
American
–
28%
under
30
and
parents
-­‐
La3no
–
14%
-­‐
White
–
12%

22. •
Familiar
with
most
social
media
channels
•
Using
social
media
somewhat
regularly
•
See
social
media
as
somewhat
to
very
important
to
programs
•
Majority
see
social
media
playing
a
somewhat
greater
role
•
Two
Biggest
challenge
–
Time
to
plan
and
execute/cost
–
Convincing
others
of
value

23. Conveying
value
of
social
media
Social
movements
need
people
who
are
champions
for
strategic
social
media
Educate
leadership
by
sharing
the
benefits
of
online
communica3ons
tools
and
online
communi3es
-­‐
low
barriers
to
entry
-­‐
segment
of
audience
already
using
-­‐
expansive
reach
-­‐
two-­‐way
media
Address
fears
early
on:
What’s
the
worst
that
could
happen?
Share
examples
of
success

24. Taking
the
plunge
The
Pa'erson
Founda3on
•
13
people
age
45+
•
Limited
knowledge
of
social
media
•
Apprehension
and
fear

25. Build
confidence
-­‐
Educate
-­‐
Train
-­‐
Remove
mystery
-­‐
Take
baby
steps
-­‐
Praise

26. Are
you
ready
for
social
media?
-­‐
Goal
-­‐
Core
Message/Key
Message
-­‐
Audience
-­‐
Strategies
-­‐
Tac3cs/Vehicles
-­‐
Measure
Success

27. Using
social
media
playorms
-­‐
Overview
of
social
media
playorms
-­‐
Real
examples
-­‐
How
relates
to
Campaign
for
Grade-­‐Level
Reading

28. Social
media
playorms
-­‐
Blogs
-­‐
Facebook
-­‐
Twi'er
-­‐
YouTube
-­‐
Pinterest

29. Finding
the
passion
by
listening
•
#earlyed
/
#ECE
•
#literacy
•
#elemchat
•
@youngchildfacts
•
@birthto5policy
•
@literatena3on
•
@reachoutandread
List
of
educa3on
hashtags
on
app

30. Where
are
conversa3ons
already
happening?

31. Where
are
conversa3ons
already
happening?

32. Where
are
conversa3ons
already
happening?

34. Content
Strategy
Content
strategy
is
planning
for
the
crea3on,
aggrega3on,
governance
and
expira3on
of
content
that
is
useful,
usable
and
appropriate
to
your
movement.

35. What
does
“good”
content
do?
-­‐
Connect
themes
across
playorms
-­‐
Easily
shared
(easy
to
retweet,
share,
like,
comment
on,
subscribe
to)
-­‐ S3mulates
discussions
among
people
within
your
online
community
-­‐
Useful
-­‐
Entertaining
-­‐
Thinks
of
community
members
first
-­‐
Show
(don’t
tell)
how
community
members
are
making
a
difference

36. Connec3ng
themes
across
playorms
Idea:
Iraq
and
Afghanistan
Veterans
of
America
(
IAVA)
#GoSilent
campaign
asking
people
to
go
silent
for
one
minute
at
12:01
pm
on
Memorial
Day
2012
Spread:
Simple
c
all
to
ac3on.
Easy
to
par3cipate.
Mul3-­‐playorm.

37. Connec3ng
themes
across
playorms

40. Making
it
easy
to
par3cipate
Samples
of
Facebook
posts
and
Twi'er
updates
to
share
(included
in
e-­‐blasts)
Ask
people
to
donate
their
Facebook
profile
photos
to
your
cause
for
a
week

41. Playorms
-­‐
Recommended
playorms
-­‐
Use
cases
-­‐
Applica3ons

42. Digital
Storytelling
–
Spotlight
on
blogs

43. Spotlight
on
blogs
1) Benefits
-­‐
Owned
media
-­‐
Drive
search
-­‐
Low
cost
to
set
up
-­‐
Thought
leadership

44. Need
ideas?
• Storify
–
Turn
tweets
into
blog
posts
• Video
–
Embed
with
an
intro
for
a
short
post
• Lists
–
Top
5
most
talked
about
Facebook
posts
• Photos
–
Highlight
community
members

45. Grade-­‐Level
Reading
Applica3ons
• Robust
blog=content
hub
• Comment
on
other
blogs
• Cross
post
• Guest
bloggers
• Repurpose
posts
for
Twi'er
and
Facebook

46. i
Facebook
+
“Super
Playorm”
+
Reach
(900
million
people
on
Facebook)
+
Flexible
(connect
publicly
and
privately)
+200
Million
average
daily
visits
on
mobile
devices
+
Average
3me
on
site
per
visit:
23
minutes
+
Connec3on
point
to
others
forms
of
social
media
+
Geo
targe3ng

47. i
Idea:
NPR
and
KPLU
(Sea'le
affiliate)
experiment
with
Facebook
geo-­‐targe3ng
Baseline:
NPR’s
Facebook
page
has
2.3
million
people
worldwide
Content:
Only
posted
content
that
was
conversa3onal
with
a
splash
of
local
Sea'le
flavor
Pacing:
Posted
one
Sea'le-­‐targeted
story
a
day
(mixed
in
with
other
NPR
posts
that
occur
every
hour)
Measurement:
Facebook
insights
to
track
comments,
shares
etc.
Audience
Growth:
In
4
months
posted
50
pieces
of
KPLU
content
increased
traffic
to
KPLU
12
percent

48. Facebook
Geo-­‐Targe3ng

49. Facebook
Geo-­‐Targe3ng

50. Facebook
Insights

51. Partnership
with
Marguerite
Casey
Founda3on
and
its
grantees
Began
by
asking
two
ques3ons:
What
would
a
na3onwide
movement
aimed
at
raising
the
voices
of
poor
and
working
families
look
like?
What
would
it
take
to
spark
and
sustain
a
movement
that
ensured
that
those
voices
were
heard,
not
on
a
single
issue
but
across
all
issues
that
affected
their
lives?

52. Idea:
Raising
the
voices
of
poor
and
working-­‐
class
families
Started:
2007-­‐2008
na3onwide
Spread:
Mobilized
more
than
30,000
families
with
mul3playorm
strategy
including
Facebook,
Twi'er,
Video
65
town
hall
style
mee3ngs
Online
conven3on
to
vote
on
na3onal
playorm
issues
Today:
Online
newspaper
Equal
Voice
30
grassroots
networks
for
community
engagement

53. Grade-­‐Level
Reading
Applica3ons
-­‐
Spotlight
community
member
impact
(photos
from
literacy
fairs
and
programs
etc.)
-­‐
Ask
the
community
for
3ps
related
to
GLR
pillars
(best
prac3ces
to
bridge
summer
learning
gap
and
share
the
top
answers
in
a
blog
post)
-­‐
Highlight
major
advocacy
milestones
and
ask
the
community
to
act
-­‐
Promote
in-­‐person,
town-­‐hall
style
sessions
-­‐
Highlight
new
members
(ask
them
to
share
why
they
are
involved
and
commi'ed))
-­‐
Use
Facebook
Insights
to
determine
what
content
is
most
engaging

54. Twi'er
+
Global
and
local
community
+
Research
&
discovery
playorm
+
Real-­‐3me
chat
and
conversa3on
tool
+
Driver
of
direct
traffic
+
250
million
tweets
per
day

55.
Idea:
30-­‐minute
video
to
Kony
Ugandan
warlord
Joseph
make
“famous”
Started:
Kony2012
Ini3a3ve
launched
in
March
by
the
Invisible
Children
nonprofit
Spread:
#stopkony
on
Twi'er
and
celebrity
interest

56.
#stopkony:
Spotlight
on
Twi'er

57.
#s
#stopkony
celeb
supporters
@rihanna
–
15.3
million
@KimKardashian
–
14.2
million
@NickiMinaj
–
10.3
million
@RyanSeacrest
–
6
million
@BillGates
–
5.7
million
@iamdiddy
–
5
million

58.
Grade-­‐Level
Reading
Applica3ons
-­‐
Power
in
engaging
local/regional/state/na3onal
influencers
-­‐
Par3cipate
in
exis3ng
Twi'er
chats
and/or
start
your
own
with
other
GLR
communi3es
-­‐
Be
selec3ve
about
what
you
share
–
share
the
useful
stuff!
-­‐
Use
free
tools
like
HootSuite
to
track
notable
retweets
and
men3ons
-­‐
Drive
traffic
to
blog
or
website

59.
YouTube

60. i

61. i

62. i
Educa3on

63. i
Literacy

64. i

65. i
Grade-­‐Level
Reading
Applica3ons
Pinterest
for
your
community
–
Is
it
right?
+
Demographic
alignments
+
Content
alignment
(Literacy,
Educa3on)
+
Two-­‐way
content
driver
Requires
strong
content
strategy
-­‐
Ability
to
develop
own
graphics
to
share
(original
work,
high
quality)
-­‐
Time
to
curate
pins
of
others
(Bandwidth
check)
-­‐
Driving
people
to
blogs
or
websites
that
house
the
resources
you
want
to
share

66. i
Ques3ons
and
Sharing

67. i
@mhealthmarketer
//
sstern@capbrandmarke3ng.com
@melissathomps
//
mthompson@capbrandmarke3ng.com