Social Media For A Cause


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An overview presentation about using social media and social networking for social causes that I gave for the Dallas Social Venture Partners on Feb. 5, 2010.

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Social Media For A Cause

  1. 1. <ul><li>Social Media </li></ul><ul><li>for a </li></ul><ul><li>Cause </li></ul><ul><li>Dallas Social Venture Partners </li></ul><ul><li>February 5, 2010 </li></ul>
  2. 2. <ul><li>Social this. Social that. </li></ul><ul><li>WTFuss??? </li></ul>
  3. 3. To help you answer the question: (Social Media Revolution video here. To view, go to: )
  4. 4. <ul><li>social |ˈsō sh əl| adjective </li></ul><ul><li>1 [ attrib. ] of or relating to society or its organization; </li></ul><ul><li>needing companionship and therefore best suited to living in communities : we are social beings as well as individuals. </li></ul><ul><li>relating to or designed for activities in which people meet each other for pleasure : Guy led a full social life. </li></ul><ul><li>2 Zoology (of a mammal) living together in groups, typically in a hierarchical system with complex communication. </li></ul>
  5. 5. <ul><li>Getting connected: from computers to people </li></ul><ul><li>1 billion people online </li></ul><ul><li>3 billion with mobile phones that text </li></ul><ul><li>More connected that ever before </li></ul><ul><li>Fusion of offline and online lives </li></ul>20 years ago today…
  6. 6. <ul><li>Like radio, TV: From portals to micro-channels </li></ul><ul><li>Communities/online environments </li></ul><ul><li>WE the Media </li></ul><ul><ul><li>User-generated conversations, content becoming dominant form of online media </li></ul></ul><ul><ul><li>Create/distribute more content than traditional producers/portals </li></ul></ul><ul><li>Dashboards for online lives </li></ul><ul><li>Social/conversational search </li></ul><ul><ul><li>Competition for Google </li></ul></ul>20 years ago today…
  7. 7. <ul><li>Co-presence </li></ul><ul><ul><li>The sense of being with others </li></ul></ul><ul><li>Ambient intimacy </li></ul><ul><li>Ambient awareness </li></ul><ul><li>Impact on Attention Economy </li></ul><ul><ul><li>Choreograph attention </li></ul></ul><ul><li>Moving from broadcast to networked model of information distribution </li></ul><ul><li>Life Streams, being in the flow </li></ul><ul><ul><li>Creating and consuming together </li></ul></ul>So close, yet so far away…
  8. 8. Shifting how we process info online… … people are the filter
  9. 9. Browse -> Search -> Share ->
  10. 10. -> Create -> Collaborate
  11. 14. Social network map ---> social graph
  12. 15. <ul><li>Social media map </li></ul>Blog YouTube facebook Landing Page Flickr twitter myspace Blogosphere Website
  13. 19. <ul><li>“ Technology is not defining how people act, it is reflecting how people act.” </li></ul><ul><li>“ There is no analog for the kind of ways people now can have an impact on something sitting on the couch in their pajamas half way around the world. It will make for a better and more interesting place.” </li></ul><ul><li>Gina Bianchini, co-founder, CEO, ning - 2010 Davos Social Media Session </li></ul>Make note…
  14. 21. The times they are a changin’…
  15. 23.
  16. 24.
  17. 25.
  18. 26.
  19. 27. It’s all about the network…and The Movement
  20. 28. <ul><li>Marketing 2.0 </li></ul><ul><li>Connection -> <- Conversation -> <- Participation </li></ul><ul><li>Trust, transparency essential </li></ul><ul><li>The need for open dialogue, involvement and engagement is paramount. </li></ul><ul><li>DO! Create an experience </li></ul><ul><li>Web 3.0 - “More lethal, but more ethical.” </li></ul>Forget Marketing 1.0 -> One-way broadcast
  21. 29. <ul><li>Google squaring off against facebook, twitter, Apple </li></ul><ul><li>Google and Bing to include real-time tweets, facebook posts with search results </li></ul><ul><li>Google Social Search </li></ul><ul><ul><li>Adds your friends comments/postings to your search results </li></ul></ul><ul><li>Semantic web </li></ul><ul><ul><li>Bing </li></ul></ul>Make note…Consumers have control
  22. 32. A neighborhood of networks
  23. 33. <ul><li>Internet Usage - Pew Internet and American Life Project </li></ul><ul><li>74% of all adults over 18 go online </li></ul><ul><li>93% of 12-29 </li></ul><ul><li>81% of 30-49 </li></ul><ul><li>70% of 50-64 </li></ul><ul><li>38% of adults 65+ </li></ul><ul><li>47% of online adults use social networking sites </li></ul><ul><li>52% of adults have two or more different profiles </li></ul><ul><ul><li>Facebook - 73% </li></ul></ul><ul><ul><li>MySpace - 48% </li></ul></ul><ul><ul><li>Linkedin - 14% </li></ul></ul><ul><li>75% of teens have cell phones </li></ul><ul><li>93% of young adults 18-29 have cell phones </li></ul><ul><li>62% of online teens get news about current events and politics online </li></ul>What’s the story?
  24. 35. <ul><li>350 million+ users </li></ul><ul><li>50% log in daily; average of 55 minutes </li></ul><ul><li>More than 3.5 billion pieces of content shared a week </li></ul><ul><li>65 million users access facebook via mobile phones; more active </li></ul><ul><li>Gender </li></ul><ul><ul><li>Females - 54.6% </li></ul></ul><ul><ul><li>Males - 40.5% </li></ul></ul><ul><li>Age </li></ul><ul><ul><li>0-17 - 9.8% </li></ul></ul><ul><ul><li>18-24 - 25.1% </li></ul></ul><ul><ul><li>25-34 - 25.2% </li></ul></ul><ul><ul><li>35-54 - 28.2% (190% growth since Jan. ‘09) </li></ul></ul><ul><ul><li>55+ - 8.1% (513% growth since Jan. ‘09) </li></ul></ul><ul><ul><li>Unknown - 3.6% </li></ul></ul><ul><ul><li>istrategylabs - 7/4/09 </li></ul></ul><ul><ul><li>DFW Network at 8/2/09 - 1.1 million </li></ul></ul>facebook facts
  25. 38. @charitywater…
  26. 39. Twestival - 202 cities - $250,000+
  27. 40.
  28. 41. Dallas Twestival
  29. 42.
  30. 43.
  31. 44.
  32. 45. iTunes / iTunes U - Little Kids Rock
  33. 46.
  34. 47. Tellyspotting -
  35. 48. Email: Still a workhorse
  36. 49. On the move…
  37. 50. There’s an app for that…
  38. 51. Mobile Social - Are you Mayor yet?
  39. 52. Social Media Checklist Who? What? When? Where? Why? BEFORE How?
  40. 53. Web site: Movement Hub/Community Center
  41. 54. Make note… <ul><ul><li>The Basics first! </li></ul></ul><ul><ul><li>Start with a strategy </li></ul></ul><ul><ul><ul><li>What are your objectives? </li></ul></ul></ul><ul><ul><li>Resources, people, ongoing commitment </li></ul></ul><ul><ul><li>Trust, transparency </li></ul></ul><ul><ul><li>Prepare for feedback and timely responses </li></ul></ul><ul><ul><li>Listen! Monitor ongoing conversations </li></ul></ul><ul><ul><ul><li>Go where people are </li></ul></ul></ul><ul><ul><li>GIVE first. Become relevant. Build value. </li></ul></ul><ul><ul><li>Community front and center </li></ul></ul><ul><ul><li>Combination of traditional and new media </li></ul></ul><ul><ul><ul><li>Use offline to complement and drive to online </li></ul></ul></ul><ul><ul><li>One message will not inspire everyone! </li></ul></ul><ul><ul><li>Encourage consumer-generated content </li></ul></ul>
  42. 55. <ul><li>Right culture? </li></ul><ul><ul><li>Open? Understand no control? Understand investment, not tactic? </li></ul></ul><ul><ul><li>Willingness to be transparent, authentic </li></ul></ul><ul><ul><li>Get it not another push/broadcast only channel </li></ul></ul><ul><ul><li>Understand the importance of making Whuffie? </li></ul></ul><ul><li>Organization-wide commitment and involvement </li></ul><ul><ul><li>Ongoing commitment of time, resources. </li></ul></ul><ul><ul><li>Constant change. Ongoing education </li></ul></ul><ul><ul><li>Passion and Fail fast/Live in Beta mindset </li></ul></ul><ul><li>Who are you? </li></ul><ul><ul><li>What is your story / brand? Strong, clear, consistent - Key to content </li></ul></ul><ul><ul><li>Create social object that’s relevant and of genuine interest </li></ul></ul>How many can you check?
  43. 56. <ul><li>Who is in your community? </li></ul><ul><ul><li>Where are they? Preferences? Interests? Segment into tribes/join </li></ul></ul><ul><ul><li>Diversity </li></ul></ul><ul><ul><li>Remember influencers </li></ul></ul><ul><li>Listening posts established? (monitoring) </li></ul><ul><li>Part of overall marketing strategy </li></ul><ul><ul><li>Have overall purpose, goals, not afterthought </li></ul></ul><ul><li>Start with modest objective tied to priority </li></ul><ul><li>How to engage? </li></ul><ul><ul><li>Who will respond? When? </li></ul></ul>How many can you check?
  44. 57. <ul><li>Establish content creation strategy </li></ul><ul><ul><li>Complements overall communications strategy </li></ul></ul><ul><ul><li>Editorial calendar </li></ul></ul><ul><ul><ul><li>Organize by audience, channel, program, format </li></ul></ul></ul><ul><li>Determine workflows to alert responders to relevant conversations </li></ul><ul><li>Privacy and Social Media policies </li></ul><ul><li>Promotion plan - online and offline </li></ul><ul><li>Measurement (realistic, meaningful) </li></ul><ul><ul><li>Share of voice, message integrity, sentiment, influence, competitive </li></ul></ul><ul><ul><li>Analytics, tagging </li></ul></ul>How many can you check?
  45. 58. <ul><li>In-person still ultimate networking,relationship-building tool </li></ul><ul><ul><li>Meet-ups </li></ul></ul><ul><li>P - O - S - T </li></ul><ul><ul><li>P eople - Understand the people you are trying to reach </li></ul></ul><ul><ul><li>O bjectives - Align with organizational objectives </li></ul></ul><ul><ul><li>S trategy - Internal processes, stakeholders, roles, budget, empowerment, policies </li></ul></ul><ul><ul><li>T echnology </li></ul></ul><ul><ul><ul><li>Spend 80% of time on People, Objectives, Strategy </li></ul></ul></ul>Remember…
  46. 59. Building a Movement , one person at a time… (EarthHour 2009 video here. To view, go to: )
  47. 60. <ul><li>Kim Young </li></ul><ul><li>Email - [email_address] .com </li></ul><ul><li>Web - </li></ul><ul><li>Twitter - </li></ul>Let’s continue the conversation!