nola
TRANSCRIPT
A very special presentation atthe National Conference on Volunteering & ServiceNew Orleans, June 5, 2011
Social Media forSocial Good Camp
JD Lasica George WeinerSocialbrite.org [email protected] [email protected]
What we’ll cover todayPoker tournament!
Social media ecosystem overview
Core values & aligned strategy
Metrics! Actionable analytics
Cause campaigns that worked
Steps to activate your supporters
Community tools for social change
Breakout sessions with peers
Q&A, summary, hugs, tearful goodbyes
http://socialbrite.org/nola(all sites in this talk have been tagged for later retrieval)
Flickr photo “relaxation, the maldivian way” by notsogoodphotography
Relax!
Tweet our talk! Hashtags: #smsg #ncvs
Creative Commons photo on Flickrby Prakhar
Today’s hashtag
8 color handouts. Be happy!
http://socialbrite.org/nola
Shuffle up & deal!
Glossary for new terms
http://socialbrite.org/glossary
Social media:Any online technology or practice that lets us share
(content, opinions, insights, experiences, media)
and have a conversation about the ideas we care about.
”“
• 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
77% 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
Dizzying growth
600 million members worldwide — 73% of US Internet users are on Facebook
Facebook: The social network
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
Revolutionizing revolutions
295% annual growth rate in U.S., 300,000 new users/day — and 30 billion tweets
Twitter: Steady growth
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?
Before you plunge in, stop!
Moving from tactics to strategy: Direct mail, events marketing & social media working as an integrated ecosystem
Is your strategy aligned?thehopeinstitute.us
Be opportunistic: Take advantage of email signups on Facebook
Integrate your efforts
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”
Build community, not eyeballs
Don’t do all the heavy lifting!
Creative Commons photo on Flickr byJason Means
Tap into the sharing community
(Remember this theme!)
Before you start, measure!2 . F U N W I T H M E T R I C S
Who loves ya, baby? See which Twitter users drive most traffic
Google Analytics
Facebook Insights
https://adwords.google.com/select/KeywordToolExternal
Google Keyword tool
1. 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
3 . A D V O C A C Y C A M P A I G N S
Types of cause campaigns
1,700 couples raised $1 million+ for Equality California
C A S E S T U D Y
No on 8 Wedding Registry
2,912 people have tweeted reaching 1.6 million followers
C A S E S T U D Y
http://gwendolynstrongfoundation.org
SMA: Tweet for a Cure
2,912 people have tweeted reaching 1.6 million followers
C A S E S T U D Y
http://gwendolynstrongfoundation.org
SMA: Tweet for a Cure
E X E R C I S E
http://bit.ly/tweet4cure
SMA: Tweet for a Cure
E X E R C I S E
http://bit.ly/tweet4cure
SMA: Tweet for a Cure
E X E R C I S E
http://bit.ly/tweet4cure
SMA: Tweet for a Cure
Facebook.com/PaperCranesForJapan
C A S E S T U D Y
Paper cranes
C A S E S T U D Y
SaveMaryLake.com
$300,000 raised in 2 months
Balloon aerial images of Gulf Oil Spill funded by Kickstarter
grassrootsmapping.org
C A S E S T U D Y
Grassroots mapping
facebook.com/teamfox
C A S E S T U D Y
MJF Team Fox
Human rights in Tunisia
C A S E S T U D Y
Visual storytelling campaign
Human rights in Tunisia
C A S E S T U D Y
Visual storytelling campaign
Boycott Nestlé pages on Facebook
C A S E S T U D Y
Greenpeace & Nestlé
Nestlé Killer microsite
C A S E S T U D Y
Greenpeace & Nestlé
Greenpeace bought Google AdWords for Nestle & Greenpeace
C A S E S T U D Y
Greenpeace & Nestlé
Nestlé waves the white flag
Greenpeace & Nestlé C A S E S T U D Y
http://charitywater.org/projects/map/
C A S E S T U D Y
Make your cause tangible
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. Consider a mobile component9. Find your champions! Turn influencers into evangelists
10. Use immediacy & urgency: Headlines & deadlines11. Generate an Attention Wave12. Connect online with real-world events
3 . 1 2 S T E P S T R A T E G Y
12 steps to activate supporters
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: socialbrite.org/nola
1. Create a listening post
Goals
Grow email list of supporters
Increase comments on blog
Increase website visibility
Increase positive mentions of organization 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 blogs & social networks
stick rate, bounce rate
# of shares
# of petition signatures
# of registrants, year over year
Deeper dive—metrics: socialbrite.org/nola
2. Set goals, map metrics
Monitor social media activityOptimize content, try to make it viralInteract with target audiencesUse customer feedback loop for product research and development
For integrated social media campaigns:
For ongoing social media efforts:
Web stats (Google Analytics)Url click-throughs (Bit.ly)Facebook fan growth & engagementTwitter followers & engagementSurvey responsesComments received
Track the benchmarks & goals you set down:
Track your success
Boil 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
3. Define a clear theme
Find emotional core, use videos or photos to make us feel
invisiblepeople.tv
4. Use personal storytelling
Find emotional core, use videos or photos to make us feel
invisiblepeople.tv
4. Use personal storytelling
Ed Givens, 30 years on Skid Row ... ... and today.
100khomes.org from Common Ground
Showcase stories of hope
Donna, on the streets ... ... on now on her apt’s coop board.
100,000 Homes
Guess what? You’re a content creator!
Deeper dive—media: socialbrite.org/nola
5. Create lightweight media
Room to Read: Winner of TechSoup Storytelling Challenge
Guess what? You’re a content creator!
Deeper dive—media: socialbrite.org/nola
5. Create lightweight media
Room to Read: Winner of TechSoup Storytelling Challenge
Inspire people to act with clear, motivating steps
6. Create a strong call to action
Make the action super cleararchitectureforhumanity.org
Where will you engage with supporters?
Your blog
Community site (WiserEarth)
Social hub (Change.org)
Contest site
Deeper dive—community: socialbrite.org/nola
7. Create a conversation hub
Conversation, not marketing
Give your content a social life
Make sure your site is conversation-enabled!
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.com.
Enable friction-free conversations
At left, widget found at: http://journchat.info
Find relevant hashtags through Twitter Search or tagdef.com
Join (but don’t spam) conversation threads
Start your own hashtag
Some hashtags to latch on to: #women #health #latino #education #democracy #politics #Obama #news #media
Use hashtags to join conversations
Creative Commons BY photo on Flickr by Tom@HK
Let’s take a break! 3 minutes
Mobile calling card: Text 'jdlasica' to 50500
E X E R C I S E
http://contxts.com
8. Consider a mobile component
The Cove campaign: Text 'DOLPHIN' to 44144
Start & grow a mobile list
Calls to actionAlertsFeedback loopReaches new constituents
E X E R C I S E
It’s more than text to give
Ric O’Barry,“The Cove”
Low-cost server-side solutions: WPtouch Pro, et al.
Is your site mobile-ready?
Low-cost server-side solutions: WPtouch Pro, et al.
Is your site mobile-ready?
Low-cost server-side solutions: WPtouch Pro, et al.
Is your site mobile-ready?
Low-cost server-side solutions: WPtouch Pro, et al.
Is your site mobile-ready?
Low-cost server-side solutions: WPtouch Pro, et al.
Is your site mobile-ready?
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—monitoring & community: socialbrite.org/nola
Open your blog to guest posts
100x100: 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
Love your ambassadors
vittana.comjolkona.com
kiva.comdonorschoose.org
The power of 1-1 giving
Headlines & deadlines: Play off the news & use a hard stop date
10. Use urgency & immediacy
Be imperfect and timely, not perfect and late.
Best targets are those who took action within past few hours.
Action items tied to specific news event yields 2x response rate of non-specific stories.
Create a hard stop date.
Best campaigns last 1 day to 2 weeks.
The fierce urgency of now
Use social love handles to socialize your campaign
11. Generate an Attention Wave
http://developers.facebook.com/docs/plugins/
Begin with Facebook plug-ins T O O L S
http://developers.facebook.com/docs/plugins/
Begin with Facebook plug-ins T O O L S
http://developers.facebook.com/docs/plugins/
Begin with Facebook plug-ins T O O L S
Your FB news feed? Bad newsFacebook rewards conversation, punishes inactivity
http://bit.ly/edgerank-checker
Create a widget on Causes.com or create your own
Get widget-happy! T O O L S
AddThis.com
Social sharing tools T O O L S
exchanges.causes.com
Causes now supports projects T O O L S
exchanges.causes.com
Causes now supports projects T O O L S
exchanges.causes.com
Causes now supports projects T O O L S
give2gether.com
Fundraising: Going social T O O L S
give2gether
Chunk out your fundraising
give2gether
Leveraging social networks
Metrics on network effect
Meetups, Tweet-ups, concerts, fund-raisers to deepen ties
12. Meet up in the real world
http://blog.eventbrite.com/npo
Eventbrite for causes
Facebook ♡s live events
Create a Foursquare flash mob to unlock coveted Swarm Badge
Attract a swarm
Measure results, follow up, recalibrate, relaunch
Then: Measure, refine, refresh
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
4 . C O M M U N I T Y T O O L S
Use your community!
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 ClubFree software & platforms!
Google GrantsYouTube for NonprofitsGoogle Earth for Nonprofits
The awesome power of free
Creativecommons.org
• Rich source of free commercial & noncommercial images
• Flickr: 160 million Attribution, Noncommercial, No Derivatives & ShareAlike licenses
• Use them for your blog, website, email or print newsletter, presentations, etc.
• Don’t just take. Share!
flickr.com/creativecommons E X E R C I S E
T I M E M A N A G E M E N T
Social media dashboardsHootsuite
Tweetdeck
Threadsy
Cotweet
Spredfast
Netvibes
http://bit.ly/smdash
http://dashboard.imamuseum.org/
Data visualization at the Indianapolis Museum of Art
O P E N D A T A
The open organization
Broadband speeds at schools & colleges in Miami
D A T A T O O L S
Map mashups with open data
Americans’ opinion of GOP presidential field
D A T A T O O L S
Online visualizations
Americans’ opinion of GOP presidential field
D A T A T O O L S
Online visualizations
D A T A T O O L S
Online visualizations
Darfur & Google Earth G E O L O C A T I O N
Crisis in Darfur: Using Google Earth
Darfur & Google Earth G E O L O C A T I O N
Crisis in Darfur: Using Google Earth
Historic Centre of Warsaw, 1945 & today
Google Earth’s historical layers T O O L S
Tap into the geolocation wave
Free tutorials on the best way to use Facebook, Twitter & blogs
24 online fundraising sites
Top cause organizations
Free reports
Free photo, music, video directories
Collaboration tools
Geolocation tools
How to use mobile strategically
Tons more. All free & shareable.
What you’ll find at socialbrite.org/nola
Resources & tools
Biggest resource: Your supporters
JD Lasica, founderSocialbrite: Social tools for social changeemail: [email protected]: @jdlasica @socialbrite
George Weiner, CTODoSomething.org email: [email protected]: @georgecaweiner @dosomething
Thank you!