move the needle: get your supporters to take action
DESCRIPTION
Here's the presentation I gave with Sloane Berrent at Sustainatopia in Miami on April 4, 2011. It's geared toward social good organizations, from nonprofits to social enterprises.TRANSCRIPT
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How to mobilize yoursupporters to take action
JD Lasica @jdlasica Sustainatopia
A Socialbrite Bootcamp
Move the Needle!
Sloane Berrent@sloaneApril 4, 2011
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What we’ll cover today
Part 1: Social media ecosystem
Part 2: Advocacy campaigns with impact
Part 3: 12 steps to activate your supporters
Part 4: Community tools for social change
Wrapup: Summary & next steps
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Relax!
resources: http://bit.ly/movetheneedle
Creative Commons photo on Flickr by Nattu
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Today’s hashtag
Tweet this talk! Hashtag: #moveneedle
Creative Commons photo on Flickrby Prakhar
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Glossary for new terms
http://socialbrite.org/glossary
Any online technology or practice that lets us share
(content, opinions, insights, experiences, media)
and have a conversation about the ideas we care about.
”“ Social media:
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8 color handouts! Be happy!
http://bit.ly/movetheneedle
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• Blogs• Social networks• Microblogs (Twitter)• Online video (YouTube,
Vimeo, Viddler)• Widgets• Photo sharing (Flickr,
Photobucket, etc.)• Podcasts• Virtual worlds• Wikis• Social bookmarking• Forums• Presentation sharing
Types of social media 1 . E C O S Y S T E M
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Social media: Dizzying growth77% US adults are frequent social media users.*
141 million active blogs (vs. 12,000 in 2000); almost 1 million blog posts created per day; over 346 million people globally read blogs
6 of top 10 websites in US are social sites (YouTube, Facebook, Wikipedia, Blogger, Craigslist, Twitter)
Flickr: 35 million people, 4 billion-plus photos
Wikipedia: 10 million users have contributed 18 million articles
YouTube: 2 billion videos streamed per day
Text messages per day: 4.5 billion (vs. 400,000 in 2000)
Whenever someone opens a computer, 60% of time it’s for social reasons.
*source: Nielsen Online, spring 2010
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Revolutionizing revolutions
Egypt: 18 days from Facebook-organized protest to Mubarak’s fall
Facebook group One Million Voices Against FARC mobilized 10 million people to march against FARC in hundreds of cities in Colombia
Different outcome in Iran & Myanamar
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Facebook: The social networkNearly 600 million members worldwide —
71.2% of US Internet users are on Facebook
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Twitter: Steady growth
295% annual growth rate in U.S., 300,000 new users/day — and 30 billion tweets
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Before we talk tools, technology or campaigns, do a self-assessment with your team.
Why are you doing this?
What core values drive your organization?
What change would you like to see in the world?
Is there clarity about what your organization is trying to achieve?
Why should people care?
Do you have an idea worth spreading?
Search your heart & soul
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Types of cause campaigns1. Raise awareness, build authority for
your cause or enterprise
2. Sign up new members
3. Raise funds, solicit micro-loans
4. Sign online petitions
5. Spur offline action: enlist people to attend an event or call Congress
6. Find new volunteers or ambassadors
7. Grow a mailing/newsletter list
8. Attract new Facebook or Twitter followers
9. Ask people to create content for you
2 . A D V O C A C Y C A M P A I G N S
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No on 8 Wedding Registry1,700 couples raised $1 million+ for Equality California
C A S E S T U D Y
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SMA: Tweet for a Cure2,907 people have tweeted reaching 1.6 million followers
C A S E S T U D Y
http://gwendolynstrongfoundation.org/twitter
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Grassroots MappingBalloon aerial images of Gulf Oil Spill funded by Kickstarter
C A S E S T U D Y
grassrootsmapping.org
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charity:water & Twestival C A S E S T U D Y
charity:water: making a difference in Honduras
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Causeitsmybirthday.com7 days, 7 cities, $19,347 donated for malaria nets
C A S E S T U D Y
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Crisis mappingMembers of the Japanese OpenStreetMap community
launched an Ushahidi platform for Japan just hours after the devastating earthquake struck the country.
C A S E S T U D Y
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Greenpeace & NestléBoycott Nestlé pages on Facebook
C A S E S T U D Y
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Greenpeace & NestléNestlé Killer microsite
C A S E S T U D Y
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Greenpeace & NestléGreenpeace bought Google AdWords for Nestle & Greenpeace
C A S E S T U D Y
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Greenpeace & NestléNestlé waves the white flag
C A S E S T U D Y
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Other dream campaigns
National Wildlife Federation raised $100,000 using social media after Gulf Oil Spill. Concert fundraisers raised nearly $50,000.
Red Cross’s Text Haiti campaign raised $32 million. Oxfam UK received $50,000 via link in YouTube video posted day after Haiti quake.
Salvation Army text2give donations in 2010: $17,000. Mobile donations in 7 days after Japan quake: $130,000.
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12 steps to mobilize your cause
1. First, listen and observe 2. Set clear goals & define metrics 3. Define a clear theme4. Frame it with a personal story 5. Create lightweight media6. Create a simple call to action7. Create a conversation hub for participants8. Generate an Attention Wave9. Find your champions! Turn influencers into evangelists
10. Use immediacy & urgency: Headlines & deadlines11. Consider a mobile component 12. Create real-world events
3 . 1 2 S T E P S T R A T E G Y
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1. Create a listening post
Set up a listening post (monitoring dashboard) to track what’s being said about your organization or cause. Listen before engaging. Deputize folks to do this.
Supplement with a social media dashboard.
Engage before the Ask
Deeper dive—monitoring: http://bit.ly/movetheneedle
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2. Set goals, map metricsGoals
Grow email list of supporters
Increase comments on blog
Increase website visibility
Increase positive mentions of brand or cause
Have visitors stick around
Make our content more viral
Get people to take action
Get people to attend event
Metrics to measure
# newsletter, RSS subscribers
avg. # comments/post
increase in traffic or linkback #s
mentions in social networks
stick rate, bounce rate
# of shares
# of petition signatures
# of registrants, year over year
Deeper dive—metrics: http://bit.ly/movetheneedle
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3. Define a clear themeBoil down your cause to a strong, single sentence
Vittana:Help anyone go to college
Alter Eco:Support fair trade
ActBlue: Elect progressive candidates
DonorsChoose: Support public classrooms in need
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Break!
Creative Commons BY photo on Flickr by Tom@HK
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4. Find the emotional center Tell a personal story — use videos or photos to make us feel
invisiblepeople.tv
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Stories of hope
Ed Givens, 30 years on Skid Row ... ... and today.
100khomes.org from Common Ground
Credit: Skid Row Housing Trust / Project 50, Los Angeles
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100,000 Homes
Donna, on the streets ... ... on now on her apt’s coop board.Credit: Project H3, Phoenix
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5. Create lightweight mediaRoom to Read: Winner of TechSoup Storytelling Challenge
Deeper dive—media: http://bit.ly/movetheneedle
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6. Create conversation hubWhere will you engage with supporters?
Your blog
Community site (WiserEarth)
Social hub (Change.org)
Contest site
Deeper dive—community: http://bit.ly/movetheneedle
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Enable conversation anywhere
Avoid BugMeNot Syndrome!
Lower the barriers to people talking about your cause by using third-party authentication services.
Left: SpokenWord.org with multiple log-in options.
Top: The new Facebook Comments on HowStuffWorks.
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Conversation, not marketing
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7. Create a call to actionInspire people to act with clear, motivating steps
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Use social love handles to socialize your campaign
8. Generate an Attention Wave
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9. Find your champions!
Use your listening post to identify high-value influencers in your subject area. Then, influence the influencers
Establish a rapport and only then reach out to try to convert them into evangelists & ambassadors for your cause
Scope out Twitter Lists that intersect with your organization or social cause
Connect with other social media influencers through their blogs and other networks
Deeper dive—community: http://bit.ly/movetheneedle
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10. Use urgency & immediacyHeadlines & deadlines: Play off the news & use a hard stop date
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11. Consider mobileMobile lists: Text 'JUSTICE' to 69866
E X E R C I S E
Fair Immigration Reform Movement
Calls to actionAlertsFeedback loop
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Is your site mobile-ready?Low-cost server-side solutions
E X E R C I S E
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Attract a swarm!Create a Foursquare flash mob to unlock the coveted Swarm Badge
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12. Meet up in the real worldMeetups, Tweet-ups, concerts, fund-raisers to deepen ties
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Build an active community
here’s an amazing difference between building an audience and building a community. An audience will watch you fall on a
sword. A community will fall on a sword for you.
— Chris BroganAuthor,“Trust Agents”
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Partner with smart people. Use volunteers.Use free: Twitter, Flickr, YouTube, Creative CommonsUse open source: WordPress (and its plug-ins), etc.
Flickr photo by Jason Means
Use your community!
Don’t do all the heavy lifting!
4 . C O M M U N I T Y T O O L S
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WordPress & its plug-insOpen Office, Google docsDrupal, Joomla
Free content! Free resources!
Free services!
Free photos Free videos (eg, TED talks)Free music & audio
Socialbrite.org/sharing-centerCreativecommons.orgTechsoup
Free expertise!
BarCampPodCampWordCampSocial Media Club
Tap into the sharing economy
Free software & platforms!
Google GrantsYouTube for NonprofitsGoogle Earth for Nonprofits
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E X E R C I S E
flickr.com/creativecommons
Creativecommons.org
• Rich source of free commercial & noncommercial images
• Flickr: 156 million Attribution, Noncommercial, No Derivatives & ShareAlike licenses
• Use them for your blog, website, email or print newsletter, presentations, etc.
• Don’t just take. Share!
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Video + chat = engagement
This is the University of Nevada, Las Vegas, student journalism channel.
Community video at events T O O L S
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Grassroots ambassadors100x100: Estrella Rosenberg & Big Love Little Hearts used
Foursquare & social media to raise $25,000 in 24 hours to give life-saving screenings to 12 newborns with congenital heart defects
T O O L S
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The power of 1-to-1 givingvittana.com, jolkona.com
kiva.com, donorschoose.org
T O O L S
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Foursquare & nonprofits
Waze integrated check-in functionality from Foursquare to benefit hunger-relief charity Feeding America during Thanksgiving 2010.
T O O L S
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Tap into the geo wave T O O L S
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Strategic storytelling Nawaa uses geotagging & Google Earth in Tunisia
T O O L S
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Darfur & Google Earth T O O L S
Crisis in Darfur: Using Google Earth
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Google Earth’s historical layers
Historic Centre of Warsaw, 1945 & today
E X E R C I S E
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Fundraising: Going socialgive2gether.com
E X E R C I S E
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Fundraising: Discrete chunksgive2gether
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Leveraging social networksgive2gether
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Numbers reflect network effect
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Social action hubs
Download 12 Social Action Hubs flyer: http://bit.ly/12socialhubs
T O O L S
Citizen Effect
Care2
TakePart
WiserEarth
Change.org
Meetup.com
Kickstarter
Idealist
DoSomething
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Do-good widgets T O O L S
Create a widget on Causes.com or create your own
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Other tools you can use
Social Actions: Open API enables organizations & bloggers to volunteer or take action on the causes they support, can tailor it to your cause.
The Extraordinaries: Use the power of community for micro-volunteerism in people’s spare time.
Word visualizations: Free at-a-glance visualizations from Wordle.net & ManyEyes (manyeyes.alphaworks.ibm.com)
OpenStreetMap: Open source “Wikipedia of maps”; community builds own maps using GPS & donated satellite imagery.
T O O L S
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Open data, open APIs
Illustration by Mike Lemanski for Google
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Use open gov data T O O L S
Data tools, data sets at data.ed.gov
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Data visualization & transparency
http://dashboard.imamuseum.org/
Indianapolis Museum of Art
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“We have to change our entire corporate-industry behavior. We’ve got to stop overplanning and over-analyzing and turn our battleship into a speedboat.” —J. Todd Foster, managing editor, Bristol (VA) Herald Courier
Dare to fail. If you’re not failing at something, you’re doing something wrong. (“Fail often, fail fast.”)
"Rocket Man" on Flickr by Dave-F
Innovate!
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Move the Needle toolkit
24 online fundraising sites
Top cause organizations
Free reports
Free photo, music, video directories
Collaboration & project management tools
Geolocation tools
Free tutorials on the best way to use Facebook, Twitter & blogs
How to use mobile strategically
Tons more. All free & shareable.
What you’ll find at bit.ly/movetheneedle
T O O L S
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Biggest resource: Your supporters
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JD Lasica, [email protected]: @jdlasica
Sloane Berrent, Answer With [email protected] Twitter: @sloane
Let’s continue the conversation!
Presentation, resources at http://bit.ly/movetheneedle