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

(content, opinions, insights, experiences, media) and have a conversation about the ideas we care about.

Social media:

Any online technology or practice that lets us share


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
First, listen and observe Set clear goals & define metrics Define a clear theme Frame it with a personal story Create lightweight media Create a simple call to action Create a conversation hub for participants Consider a mobile component 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. 2. 3. 4. 5. 6. 7. 8. 9.

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 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

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 Facebook Twitter

Community site (WiserEarth) Social hub (Change.org) 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 nonspecific 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!
Google Grants YouTube for Nonprofits Google Earth for Nonprofits

Free expertise!
BarCamp PodCamp WordCamp Social Media Club

Free software & platforms!
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

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