leveraging social media to build better futures

LEVERAGING SOCIAL MEDIA TOBUILD BETTER FUTURESGLOBAL SHIFTS CONFERENCE 2012

DAVID HOOD

"Complex social problems today outstrip the capacity of any single organization or individual to solve them. We don't need to grow non-profits. We need to grow

networks for social change." Alison Fine, co-author of The Networked Nonprofit

THE WAY TO MAKE CHANGE, ISN’T TO PUSH AGAINST THE EXISTING

MODEL. THE WAY TO MAKE CHANGE IS TO CREATE A NEW

MODEL THAT MAKES THE CURRENT MODEL OBSOLETE.

~ BUCKY FULLER

SOCIAL MEDIA STATISTICS AUSTRALIA – NOVEMBER 2012

1. Facebook – 11,755,640

2. YouTube – 11,000,000

3. Blogspot – 3,500,000

4. Tumblr – 3,100,000 

5. LinkedIn – 2,500,000

6. Twitter – 2,114,000 

7. WordPress.com – 3,000,000 

8. Flickr – 780,000

9. Pinterest - 630,000

10. Google Plus – 377,500

11. Yelp - 200,000

12. Instagram – 1,175,000 

13. MySpace – 350,000  

14. Reddit – 150,000 

15. StumbleUpon – 100,000 

16. Digg – 50,000 

17. Foursquare – 53,000 

18. Delicious – 30,000

 socialmedianews.com.au

THIS IS WHAT'S POSSIBLE• Who Gives A Crap

SO HOW DO WE DO IT?• What's your strategy?

Social media

strategy

Comms Strategy

Organisational Strategy

Alignment of:• Vision• Mission• Objectives

WHAT'S YOUR STRATEGY?• What are your objectives? Make them SMART - Specific,

Measurable, Achievable, Relevant, Time-bound!

• Who's your audience? Be more specific than just gender, age group, location, profession, values or interests alone.

• Where are your target audience? Which channels are they on? What are the touch points they have with you?

• What do your audience value? What are they talking about?

• What actions (have multiple) can they take with you? What's in it for them? Just because it's compelling for you doesn't mean it will inspire them to action. How can achieving you organisational vision help them achieve their personal vision and goals?

People don’t buy what you do, they buy why you do it. ~ Simon Sinek

‣ why: belief, motivation or purpose

‣ how: experience or process

‣ what: details of product of service

SOCIAL OBJECTSThe Social Object, in a nutshell, is the reason two people are talking to each other, as opposed to talking to somebody else. Human beings are social animals. We like to socialize. But if think about it, there needs to be a reason for it to happen in the first place. That reason, that “node” in the social network, is what we call the Social Object.

@gapingvoid

SOCIAL OBJECTS• What is your object? The social object will be the center of your campaign.

• What is the activity (use one or two words)? Make sure whatever action they should take is clear and highly visible on the site.

• How can people share the object? Make it simple, easy and fun. Don't be afraid to ask them directly, thank them for doing it and it's OK to remind them if they haven't done it already.

• What is the gift in the invitation? What are they going to be part of? Why should they be afraid of missing out (FOMO)?

MOVEMBER ON FACEBOOK

EDGEPERSPECTIVES.COM/POP

HOW SMALL MOVES SMARTLY MADECAN SET BIG THINGS IN MOTION

WHERE DO WE START?• Platforms:

• Blogging - Wordpress, Posterous, Tumblr (Personal and/or Professional)

• Facebook - Pages or Groups (Personal and Professional)

• Twitter - Profile (Personal and/or Professional)

• LinkedIn

• Pinterest

• Instagram

• Google+

SETTING UP ACCOUNTS • Determine identical usernames available across different

platforms

• Have a bio with same keywords and using key messaging for your organisation about what you do (your mission)

• Have logo and banner created to fit requirements of different sites - will need square logos and horizontal banners up to 900px wide

• Include links to other social media sites

• Try using mind maps to keep track of all your accounts and channels

• Get stuck? Just ask Google...

SOME BASIC SOCIAL MEDIA ETIQUETTE

• Start by listening to/watching what others do

• It’s OK to ask questions but ask Google first

• Don’t use ALL CAPS (it’s like shouting)

• Don’t get spammy

• Think before you tweet

• Check that breaking stories or highly emotional posts are verified

• Thank people for RTing or sharing your posts

CONTENT CURATION, PRODUCTION & PUBLISHING

• Start with plan: identify key topics and keywords. Be strategic around campaigns, events etc.

• Sources:

• Twitter lists• Facebook groups and pages• LinkedIn Today• YouTube• Pinterest• RSS feeds and blog subscriptions (use Google Reader)• Reddit, Digg, StumbleUpon

CONTENT CURATION, PRODUCTION & PUBLISHING

• Read using app like Flipboard, Zite or Pulse

• Collection:

• Delicious/Diigo

• Evernote

• Schedule:

• Blog posts - directly in Wordpress, Tumblr & Posterous

• Facebook, Twitter and LinkedIn - use apps like Hootsuite, Tweetdeck, bufferapp.

CONTENT CURATION, PRODUCTION & PUBLISHING

• Start by learning to crawl first, then walk, then run... Set yourself a basic schedule when you get started - you can always scale up later.

• There are recommended times for posting content but you will need to test for your audience. Experiment for a few weeks posting at same time, days, frequency and discover what works for you.

• Share projects and campaigns you like of others, not just your stuff.

• listen - what are people interested in and talking about

• provide value - share interesting and useful content

• social media is a multi-directional channel for conversation - don’t just broadcast or make requests

• provide opportunities for people to create and share own content

• make sure all content is linked & social

• have multiple calls-to-action

• share content on good stuff happening around your issue and community

• provide platform for enabling action - what do your supporters or community members really want to see happen and what do they really want to do?

• allow for people to connect and take action at different stages at different levels

•Mix conversation with links, get in to a rhythm with regular posts and content of eg. every Friday share an inspiring story/TED Talk/lolcat

•Provide multiple pathways for people to connect andtake action eg. blog post, email, facebook update & tweet

•Build your email list it’s more valuable then your fans orfollowers lists

•Choose your website URL, fb vanity URL twitter handle and Google+ name for SEO, branding & easier recall

•People are becoming more interested in issues and causes, not organisations - be authentic and engage them as human beings

•People engage through sharing stories - how are you like me?

FINALTHOUGHTS

David Hoodt: @DavidAHood

m: 0413 124 427 e: david@doingsomethinggood.com.au

DOING SOMETHING GOODENABLING COMMUNITIES AND ORGANISATIONS

TO BUILD BETTER FUTURES TOGETHER

doingsomethinggood.com.au