social media for social change
DESCRIPTION
A group project for the Social Media for Social Change course at Schulich School of BusinessTRANSCRIPT
Social Media for Social ChangeSameer Arora, Ang Li, Pranjal Bhargava, &
Roshan Advani
Introduction Social Change refers to any significant
alteration over time, in behavior patterns, cultural values and norms
Social media provides a platform for like minded people to come together and initiate change at a faster pace
Shared awareness
•Helps to connect and unite in a crisis•Help each other regardless of location•Usurp authoritarian governments•Empowers social activists making them more effective and cohesive
PROS•Lack of close relationship •Weak ties between organization and activists•Gap between awareness and action•“Revolution will not be tweeted”
CONS
Is it working?
Statistics 94% of online community members said
internet helped them become more informed on social causes
75% used internet to participate in online communities related to social causes
87% got involved in new causes since they began participating in an online community
*Digital futures report (2008)
Roles of Social Media Narrows consumer options and thus can
make choice simpler
Empowers connective options and thus can promote relationship formation
Foster communal customization
Democratization of participation
*Social Media for Social Change: A TCR Perspective, Robert V. Kozinets
Initiators The common man
Government
Non profit organizations
For Profit Organizations
Arab Spring Tunisia Snipers
Makeshift hospitals in Syria
“We are all Khaled Said” & Aasma Mahfouz
Social media was shut down in Egypt
Speak2Tweet was launched - 8660 followers in less than in 24 hours, 1 tweet every 2 minutes
Tweets increase from 2,300 to 230,000 a day
Social White House Dedicated digital team and office of digital
strategy
Tied up with Real Estate website Zillow.com to educate homeowners about refinancing
“We the People” petitioning tool on Whitehouse.gov
Google hangout sessions to talk to voters
Obama Open and Participatory administration US voters trust social media as much as
traditional news outlets
Obama 71% of younger voters and 36% of older
voters found social media trustworthy $ 47 million spent by Obama vs. $ 4.7
million spent by Romney 2012 campaign extensively used social
media for “Targeted Sharing” Ranked every voter on 3 things:
Chances of Supporting Barack Obama Chances of Voting Chances of being a persuadable thinker
Internet and Social Media in China
Users are younger, well educated, and spend long time online
No Facebook or Twitter access, but has many equivalents like Weibo, QQ, Renren
Primary use: entertainment (western: commercial transactions)
But higher use of blogging and more user-generated content, more interactive, expressive
Social Media and change in China
Guess who is the corrupted one and why?
Social Media and Anti-corruption in China
Chinese government and officials had little supervision from media or it’s people
All mass media are government controlled
Corruption and other problems were only exposed to and dealt with within the government
Things changed with the rise of social media
Social Media and Anti-corruption in China
Weibo (China’s Twitter equivalent micro blog) empowers citizen-vigilante
It has trained a critical public eye on people in authority across the country
Many netizens voluntarily participates in the prowling for evidence of corruption Some kind of collective intelligence for
games of real life?
Process of a new media event
Source: The Internet and Social Change in China - Professor Alan Hunter
Incident Publicity Internet furors
Capture attentio
n of higher levels
Solution imposed
Was it successful?
In the year of 2012, out of 15 anti-corruption cases widely concerned across the country, 6 were initiated through Weibo, the rest 9 were all widely spread and discussed on Weibo as well
13 of the 15 cases have been officially closed with public announced results
Purpose of a Non Profit A non profit exists in order to support a cause
and for the welfare of the community
It depends on donations and funding to garner assistance and bring their causes to reality
It’s a system based on belief and communication
The success of the cause is dependent on the reach and awareness of the organization
Leveraging Social Media, attaining Social Change
• Increased New Donors • Increased New Volunteers • Increased Collaborative
Opportunities
Increase name recognition
• Increased Repeat Giving • Increased Overall Fundraising • Increased Repeat Volunteers
Maintain Relationships with current supporters
• Increased New Donors • Reduce Donor Attrition• Increased New volunteers• Increased New Donorseers
Share Your Nonprofit’s Impact
• Increased New Donors • Increased New Volunteers • Increased Collaborative
Opportunities
Connect With New Supporters
Amnesty Internationalhttp://www.youtube.com/watch?v=edD87WazW1A
dosomething.orghttp://www.youtube.com/watch?
v=sH1sEyaDZQ0
American Redcrosshttp://youtu.be/3yufZP-LZrk
Charity Waterhttp://youtu.be/KzP0v8cYIyk
dosomething.org@dosomething
Following 2.4 million young people took
action through their campaigns in 2012.
1,425,974 members are doing stuff to improve their communities and the world.
786,563 mobile subscribers take action and text us all about it.
301,390 people like it on Facebook. 592,491 people follow it on Twitter. More the 4.5million video views on
youtube.
Impact Increased campaign signups by
590% from 2011 to 2012. Members collected 1,020,041 pairs
of jeans for homeless youth through our Teens for Jeans campaign.
Our members recycled over 1.2 million aluminum cans through our 50 Cans campaign.
Our members donated 316,688 books to school libraries through our Epic Book Drive.
67,808 members stood up to bullying through our Bully Text campaign.
It raised over $250,000 from 10,000 new donors through the groundbreaking Twestival event which brought together Twitter communities from all over the world for fun parties in February 2009.
Charity water is using Pinterest to showcase the impact they’re having in the world. They have a “Photo of the Day” album where they share the daily impacts their nonprofit is having on. They show a photo and write a short caption explaining the story behind what’s happening.
#bigbluetest
3 simple steps engage the user.
Allows user to post their results on various social media sites using a customized app.
The message- Exercise, it keeps you healthy, reduces chances of diabetes and also help those in need by providing them with medicines.
With every test taken and posted $5 is donated towards a cause.
Each DROP fills the OCEAN Social media has empowered people with
the ability to make a difference in their own capacities
There is an increasing trend towards giving and uplifting the society to make the world a better place
Social media for social change impacting For Profit
OutcomeDove website rank jumped to 3000 in the US during the campaign and 25,000 worldwide
McLUHAN AWARD
Why did this work
It targets a hot topic and sensitive emotions It makes the audience feel like they are giving
back Customers like to feel “loved” or at least
“appreciated” by the brand they intend to purchase
It just doesn’t feel like an ad
So what is
Promotion of brands, beliefs or behaviors that have the opportunity and ability to make a measurable and substantial difference in societies. Also called – “cause marketing” or “marketing for good”
Other relevant social media campaigns
Businesses emerging out of thisCompanies like Socialvibe are specialising in engaging audiences, particularly through social change channels helping brands such as: GE, Marriot, Nestle, Microsoft, Visa, Kraft, Nestle, Sony, Microsoft, Apple, Toyota, P&G, etc
What is the goal of this messaging?
OF COURSE!
True
Sincere Real for the cause
Effective chain of online social media tools and channels through campaigns, tools, downloads
Keep in mind! Strategic relevance to your brand
Tie up with a non profit: Colgate smiles facebook app took off
(500,000 shares in 5 weeks) after the tie up with an non profit
Donations in exchange for people powered media is cheaper than buying ad space
Essentials for a good campaign
Create a Strong Theme with Clear Goals
Preferably, Seek a Non-Profit Partner That's Active in Social Media
Connect the Theme, Sponsor, and Non-Profit
Target a Well-Defined Audience, understand how they use social media
Humanize your Initiative
ConclusionThe printing press, newspapers gave us recorded knowledge. Social media enables us to be a producer and access intelligence in other people. its not the information age, it’s the age of networked intelligence.
In a world where sustainability is a rising concern, transparency demands brands to become Responsible.
Can it eradicate diseases such as diarrhoea and pneumonia in a country with a population of over a billion?
Can a Soap prevent 2.1 million children from dying ?
The open world, is bringing empowerment and freedom. It’s bringing about a big change. It allows to think big, out of bounds. That my dear friends, is the power of social media