Social Media for

Social Good Camp

A very special presentation at
the National Conference on Volunteering & Service
New Orleans, June 5, 2011

JD Lasica George Weiner

Socialbrite.org DoSomething.org
jd@socialbrite.org gweiner@dosomething.org
What we’ll cover today
Poker 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
Relax!
Flickr photo “relaxation,
the maldivian way” by
notsogoodphotography

http://socialbrite.org/nola
(all sites in this talk have been tagged for later retrieval)
Today’s hashtag
Creative Commons
photo on Flickr
by Prakhar

Tweet our talk! Hashtags: #smsg #ncvs

8 color handouts. Be happy!

http://socialbrite.org/nola
Shuffle up & deal!
Glossary for new terms

“ 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.

”
http://socialbrite.org/glossary
 1. ECOSYSTEM

Types of social media

• 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
Dizzying growth
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
Facebook: The social network
600 million members worldwide —
73% of US Internet users are on Facebook
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
Twitter: Steady growth
295% annual growth rate in U.S., 300,000 new users/day
— and 30 billion tweets
Before you plunge in, stop!
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?

Is your strategy aligned?
thehopeinstitute.us

Moving from tactics to strategy: Direct mail, events marketing

& social media working as an integrated ecosystem
Integrate your efforts
Be opportunistic: Take advantage of email signups on Facebook
Build community, not eyeballs

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 Brogan
Author, “Trust Agents”
Tap into the sharing community
Creative Commons
photo on Flickr by
Jason Means

Don’t do all the heavy lifting!

(Remember this theme!)
 2. FUN WITH METRICS

Before you start, measure!

Google Analytics
Who loves ya, baby? See which Twitter users drive most traffic
Facebook Insights
Google Keyword tool
https://adwords.google.com/select/KeywordToolExternal
 3 . A D V O C A C Y C A M PA I G N S

Types of cause campaigns

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
 CASE STUDY

No on 8 Wedding Registry
1,700 couples raised $1 million+ for Equality California
 CASE STUDY

SMA: Tweet for a Cure

2,912 people have tweeted reaching 1.6 million followers

http://gwendolynstrongfoundation.org
 CASE STUDY

SMA: Tweet for a Cure

2,912 people have tweeted reaching 1.6 million followers

http://gwendolynstrongfoundation.org
 EXERCISE

SMA: Tweet for a Cure

http://bit.ly/tweet4cure
 EXERCISE

SMA: Tweet for a Cure

http://bit.ly/tweet4cure
 EXERCISE

SMA: Tweet for a Cure

http://bit.ly/tweet4cure
 CASE STUDY

Paper cranes
Facebook.com/PaperCranesForJapan
 CASE STUDY

SaveMaryLake.com

$300,000 raised in 2 months

 CASE STUDY

Grassroots mapping
Balloon aerial images of Gulf Oil Spill funded by Kickstarter

grassrootsmapping.org
 CASE STUDY

MJF Team Fox

facebook.com/teamfox
 CASE STUDY

Visual storytelling campaign

Human rights in Tunisia
 CASE STUDY

Visual storytelling campaign

Human rights in Tunisia
 CASE STUDY

Greenpeace & Nestlé

Boycott Nestlé pages on Facebook
 CASE STUDY

Greenpeace & Nestlé

Nestlé Killer microsite
 CASE STUDY

Greenpeace & Nestlé

Greenpeace bought Google AdWords for Nestle & Greenpeace
 CASE STUDY

Greenpeace & Nestlé

Nestlé waves the white flag
 CASE STUDY

Make your cause tangible

http://charitywater.org/projects/map/
 3 . 1 2 S T E P S T R AT E G Y

12 steps to activate supporters

1. First, listen and observe
2. Set clear goals & define metrics
3. Define a clear theme
4. Frame it with a personal story
5. Create lightweight media
6. Create a simple call to action
7. Create a conversation hub for participants
8. Consider a mobile component
9. Find your champions! Turn influencers into evangelists
10. Use immediacy & urgency: Headlines & deadlines
11. Generate an Attention Wave
12. Connect online with real-world events
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: socialbrite.org/nola

2. Set goals, map metrics
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
Deeper dive—metrics: socialbrite.org/nola
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
Track your success
Track the benchmarks & goals you set down:
For ongoing social media efforts:
Web stats (Google Analytics)
Url click-throughs (Bit.ly)
Facebook fan growth & engagement
Twitter followers & engagement
Survey responses
Comments received
For integrated social media campaigns:
Monitor social media activity
Optimize content, try to make it viral
Interact with target audiences
Use customer feedback loop for
product research and development
3. Define a clear theme
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
4. Use personal storytelling
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
 Showcase stories of hope

Ed Givens, 30 years on Skid Row ... ... and today.

100khomes.org from Common Ground

 100,000 Homes

Donna, on the streets ... ... on now on her apt’s coop board.
5. Create lightweight media
Guess what? You’re a content creator!

Room to Read: Winner of TechSoup Storytelling Challenge

Deeper dive—media: socialbrite.org/nola

5. Create lightweight media
Guess what? You’re a content creator!

Room to Read: Winner of TechSoup Storytelling Challenge

Deeper dive—media: socialbrite.org/nola

6. Create a strong call to action
Inspire people to act with clear, motivating steps
Make the action super clear
architectureforhumanity.org
7. Create a conversation hub
Where will you engage with supporters?

Your blog Community site (WiserEarth)

Facebook Social hub (Change.org)
Twitter Contest site

Deeper dive—community: socialbrite.org/nola

Give your content a social life
Conversation, not marketing
Enable friction-free conversations

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.
Use hashtags to join conversations
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

At left, widget found at:

http://journchat.info
Let’s take a break! 3 minutes

Creative Commons BY photo on Flickr by Tom@HK

 EXERCISE

8. Consider a mobile component

Mobile calling card: Text 'jdlasica' to 50500

http://contxts.com
 EXERCISE

It’s more than text to give

The Cove campaign: Text 'DOLPHIN' to 44144

Start & grow a mobile list

Calls to action
Alerts
Feedback loop
Reaches new constituents

Ric O’Barry,
“The Cove”
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?
Low-cost server-side solutions: WPtouch Pro, et al.
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
Love your ambassadors
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
The power of 1-1 giving

vittana.com
jolkona.com
kiva.com
donorschoose.org
10. Use urgency & immediacy
Headlines & deadlines: Play off the news & use a hard stop date
The fierce urgency of now
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.
11. Generate an Attention Wave
Use social love handles to socialize your campaign
 TOOLS

Begin with Facebook plug-ins

http://developers.facebook.com/docs/plugins/
 TOOLS

Begin with Facebook plug-ins

http://developers.facebook.com/docs/plugins/
 TOOLS

Begin with Facebook plug-ins

http://developers.facebook.com/docs/plugins/
Your FB news feed? Bad news
Facebook rewards conversation, punishes inactivity

http://bit.ly/edgerank-checker
 TOOLS

Get widget-happy!
Create a widget on Causes.com or create your own
 TOOLS

Social sharing tools

AddThis.com
 TOOLS

Causes now supports projects

exchanges.causes.com
 TOOLS

Causes now supports projects

exchanges.causes.com
 TOOLS

Causes now supports projects

exchanges.causes.com
 TOOLS

Fundraising: Going social

give2gether.com
Chunk out your fundraising
give2gether
Leveraging social networks
give2gether
Metrics on network effect
12. Meet up in the real world
Meetups, Tweet-ups, concerts, fund-raisers to deepen ties
Eventbrite for causes
http://blog.eventbrite.com/npo
Facebook ♡s live events
 Attract a swarm
Create a Foursquare flash mob to unlock coveted Swarm Badge
Then: Measure, refine, refresh
Measure results, follow up, recalibrate, relaunch
 4. COMMUNITY TOOLS

Use your community!

Flickr photo by
Jason Means

Partner with smart people. Use volunteers.

Use free: Twitter, Flickr, YouTube, Creative Commons
Use open source: WordPress (and its plug-ins), etc.
 The awesome power of free
Free content!
Free photos
Free videos (eg, TED talks)
Free music & audio
Free resources!
Socialbrite.org/sharing-center
Creativecommons.org
Techsoup

Free services! Free expertise!

Google Grants BarCamp
YouTube for Nonprofits PodCamp
Google Earth for Nonprofits WordCamp
Social Media
Free software & platforms! Club
WordPress & its plug-ins
Open Office, Google docs
Drupal, Joomla
 EXERCISE

flickr.com/creativecommons
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!
 TIME MANAGEMENT

Social media dashboards

Hootsuite Cotweet

Tweetdeck Spredfast

Threadsy Netvibes

http://bit.ly/smdash
 O P E N D ATA

The open organization

Data visualization at the Indianapolis Museum of Art

http://dashboard.imamuseum.org/
 D ATA T O O L S

Map mashups with open data

Broadband speeds at schools & colleges in Miami
 D ATA T O O L S

Online visualizations
Americans’ opinion of GOP presidential field
 D ATA T O O L S

Online visualizations
Americans’ opinion of GOP presidential field
 D ATA T O O L S

Online visualizations
 G E O L O C AT I O N

Darfur & Google Earth

Crisis in Darfur: Using Google Earth
 G E O L O C AT I O N

Darfur & Google Earth

Crisis in Darfur: Using Google Earth
 TOOLS

Google Earth’s historical layers

Historic Centre of Warsaw, 1945 & today

Tap into the geolocation wave
Resources & tools
What you’ll find at socialbrite.org/nola
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.

Biggest resource: Your supporters
Thank you!
JD Lasica, founder
Socialbrite: Social tools for social change
email: jd@socialbrite.org
Twitter: @jdlasica
@socialbrite

George Weiner, CTO

DoSomething.org
email: gweiner@dosomething.org
Twitter: @georgecaweiner
@dosomething