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Avery special presentation at

the National Conference on Volunteering & Service

New Orleans, June 5, 2011

Social Media for

Social Good Camp

JD Lasica George WeinerSocialbrite.org DoSomething.org

[email protected] [email protected]
mailto:[email protected]:[email protected]

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What well 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

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http://socialbrite.org/nola

(all sites in this talk have been tagged for later retrieval)

Flickr photo relaxation,the maldivian way bynotsogoodphotography

Relax!
http://delicious.com/socialmediacamp/newsu_swhttp://delicious.com/socialmediacamp/newsu_swhttp://delicious.com/socialmediacamp/newsu_swhttp://delicious.com/socialmediacamp/newsu_swhttp://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seize

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Tweet our talk! Hashtags: #smsg #ncvs

Creative Commonsphoto on Flickrby Prakhar

Todays hashtag
http://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seize

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8 color handouts. Be happy!

http://socialbrite.org/nola

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Shuffle up & deal!

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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.
http://socialbrite.org/glossaryhttp://socialbrite.org/glossaryhttp://socialbrite.org/glossary

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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 media1 . E C O S Y S T E M

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77% US adults are frequent social media users.*141 million active blogs (vs. 12,000 in 2000); almost 1 million blogposts 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 contributed18 million articles

YouTube: 2 billion videos streamedper dayText messages per day: 4.5 billion(vs. 400,000 in 2000)

Whenever someone opens a computer, 60% of time its for socialreasons.

*source: Nielsen Online, spring 2010

Dizzying growth

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600 million members worldwide 73% of US Internet users are on Facebook

Facebook: social network

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Egypt: 18 days from Facebook-organized protest to Mubaraks fall

Facebook group One Million Voices Against FARC mobilized 10 millionpeople to march against FARC in hundreds of cities in Colombia

Different outcome in Iran & Myanamar

Revolutionizing revolutions

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295% annual growth rate in U.S., 300,000 new users/day and 30 billion tweets

Twitter: Steady growth

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Before we talk tools, technology or campaigns, do aself-assessment with your team.

Why are you doing this?

What core values drive yourorganization?

What change would you liketo see in the world?

Is there clarity about what yourorganization is trying to achieve?

Why should people care?

Do you have an idea worth spreading?

Before you plunge in, stop!

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Moving from tactics to strategy: Direct mail, events marketing

& social media working as an integrated ecosystem

Is your strategy aligned?

thehopeinstitute.us

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Be opportunistic: Take advantage of email signups on Facebook

Integrate your efforts

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heres an amazingdifference between building

an audience and building acommunity. An audiencewill watch you fall on a

sword. A community will fall

on a sword for you.

Chris BroganAuthor, Trust Agents

Build community, not eyeballs

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Dont do all the heavy lifting!

Creative Commonsphoto on Flickr byJason Means

Tap into the sharing community

(Remember this theme!)

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Before you start, measure!2 . F U N W I T H M E T R I C S

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Who loves ya, baby? See which Twitter users drive most traffic

Google Analytics
https://adwords.google.com/select/KeywordToolExternalhttps://adwords.google.com/select/KeywordToolExternal

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https://adwords.google.com/select/KeywordToolExternal

Google Keyword tool
https://adwords.google.com/select/KeywordToolExternalhttps://adwords.google.com/select/KeywordToolExternal

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1. Raise awareness, build authorityfor 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 toattend an event or call Congress

6. Find new volunteers or ambassadors7. Grow a mailing/newsletter list

8. Attract new Facebook or Twitterfollowers

9. Ask people to create content for you

3 . ADVO C A C Y C A M P A I G N S

Types ofcause campaigns
http://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seize

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1,700 couples raised $1 million+ for Equality California

C A S E S T U D Y

No on 8 Wedding Registry
http://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seize

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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
http://gwendolynstrongfoundation.org/twitterhttp://gwendolynstrongfoundation.org/twitterhttp://gwendolynstrongfoundation.org/twitterhttp://gwendolynstrongfoundation.org/twitterhttp://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seize

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2,912 people have tweeted reaching 1.6 million followers

C A S E S T U D Y

http://gwendolynstrongfoundation.org

http://gwendolynstrongfoundation.org/twitterhttp://gwendolynstrongfoundation.org/twitterhttp://gwendolynstrongfoundation.org/twitterhttp://gwendolynstrongfoundation.org/twitterhttp://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seize

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E X E R C I S E

http://bit.ly/tweet4cure

http://gwendolynstrongfoundation.org/twitterhttp://gwendolynstrongfoundation.org/twitterhttp://gwendolynstrongfoundation.org/twitterhttp://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seize

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E X E R C I S E



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E X E R C I S E



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Facebook.com/PaperCranesForJapan

C A S E S T U D Y

Paper cranes
http://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seize

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C A S E S T U D Y

SaveMaryLake.com

$300,000 raised in 2 months

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Balloon aerial images of Gulf Oil Spill funded by Kickstarter

grassrootsmapping.org

C A S E S T U D Y

Grassroots mapping

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facebook.com/teamfox

C A S E S T U D Y

MJF Team Fox

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Human rights in Tunisia

C A S E S T U D Y

Visual storytelling campaign

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Human rights in Tunisia

C A S E S T U D Y

Visual storytelling campaign

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Boycott Nestl pages on Facebook

C A S E S T U D Y

Greenpeace & Nestl

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Nestl Killer microsite

C A S E S T U D Y

Greenpeace & Nestl

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Greenpeace bought Google AdWords for Nestle & Greenpeace

C A S E S T U D Y

Greenpeace & Nestl

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Nestl waves the white flag

Greenpeace & NestlC A S E S T U D Y

C A S E S T U D Y

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http://charitywater.org/projects/map/

C A S E S T U D Y

Make your cause tangible

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

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1. First, listen and observe

2. Set clear goals & define metrics

3. Define a clear theme

4. Frame it with a personal story5. 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

3 . 1 2 S T E P S T R A T E G Y

12 steps to activate supporters
http://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seize

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Set up a listening post

(monitoring dashboard)

to track whats 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 divemonitoring: socialbrite.org/nola

1. Create a listening post
http://bit.ly/movetheneedlehttp://bit.ly/movetheneedlehttp://bit.ly/movetheneedle

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Goals

Grow email list of supporters

Increase comments on blog

Increase website visibility

Increase positive mentionsof organization or cause

Have visitors stick around

Make our content more viralGet 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 & socialnetworks

stick rate, bounce rate

# of shares# of petition signatures

# of registrants, year over year

Deeper divemetrics: socialbrite.org/nola

2. Set goals, map metrics
http://bit.ly/movetheneedlehttp://bit.ly/movetheneedle

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Monitor social media activity

Optimize content, try to make it viral

Interact with target audiences

Use 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 & engagement

Twitter followers & engagement

Survey responses

Comments received

Track the benchmarks & goals you set down:

Track your success
http://graphicdesignr.net/blog/2009/02/10/newspapers-that-twitter-i-give-up/http://graphicdesignr.net/blog/2009/02/10/newspapers-that-twitter-i-give-up/http://graphicdesignr.net/blog/2009/02/10/newspapers-that-twitter-i-give-up/

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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

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Find emotional core, use videos or photos to make us feel

invisiblepeople.tv

4. Use personal storytelling

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Find emotional core, use videos or photos to make us feel

invisiblepeople.tv

4. Use personal storytelling

Sh t i f h

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

100khomes.org from Common Ground

Showcase stories of hope

100 000 H

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Donna, on the streets ... ... on now on her apts coop board.

100,000 Homes

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Guess what? Youre a content creator!

Deeper divemedia: socialbrite.org/nola

5. Create lightweight media

Room to Read: Winner of TechSoup Storytelling Challenge
http://bit.ly/movetheneedlehttp://bit.ly/movetheneedlehttp://bit.ly/movetheneedlehttp://bit.ly/movetheneedle

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Guess what? Youre a content creator!

Deeper divemedia: socialbrite.org/nola

5. Create lightweight media

Room to Read: Winner of TechSoup Storytelling Challenge

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Make the action super clear

architectureforhumanity.org

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Where will you engage with supporters?

Your blogFacebook

Twitter

Community site (WiserEarth)Social hub (Change.org)

Contest site

Deeper divecommunity: socialbrite.org/nola

7. Create a conversation hub
http://bit.ly/movetheneedlehttp://bit.ly/movetheneedlehttp://bit.ly/movetheneedle

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Conversation, not marketing

Give your content a social life

E bl f i i f i

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Make sure your site is conversation-enabled!

Lower the barriers to people talking about yourcause 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

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At left, widget found at:

http://journchat.info

Find relevant hashtags throughTwitter Search or tagdef.com

Join (but dont 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
http://journchat.info/http://journchat.info/http://journchat.info/http://journchat.info/http://journchat.info/

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Creative Commons BY photo on Flickr by Tom@HK

Lets take a break! 3 minutes

E X E R C I S E

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Mobile calling card: Text 'jdlasica' to 50500

http://contxts.com

8. Consider a mobile component
http://contxts.com/http://contxts.com/http://contxts.com/http://contxts.com/http://contxts.com/http://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seize

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Low-cost server-side solutions: WPtouch Pro, et al.

Is your site mobile-ready?

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9 Fi d h i !

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9. Find your champions!

Use your listening post to identify high-value influencers in

your subject area. Then, influence the influencersEstablish a rapport and only then reach out to try to convertthem into evangelists & ambassadors for your cause

Scope out Twitter Lists that intersect with your organization

or social causeConnect with other social media influencers through theirblogs and other networks

Deeper divemonitoring & community: socialbrite.org/nola

Open your blog to guest posts

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Open your blog to guest posts

Love your ambassadors

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100x100: Estrella Rosenberg & Big Love Little Hearts used

Foursquare & social media to raise $25,000 in 24 hours to givelife-saving screenings to 12 newborns with congenital heart defects

Love your ambassadors
http://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seize

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vittana.comjolkona.com

kiva.comdonorschoose.org

The power of 1-1 giving
http://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seizehttp://delicious.com/socialmediacamp/seize

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Headlines & deadlines: Play off the news & use a hard stop date

10. Use urgency & immediacy

The fierce urgency of now

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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

G A i W

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Use social love handles to socialize your campaign

11. Generate an Attention Wave

T O O L S

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

Begin with Facebook plug-ins

T O O L S
http://developers.facebook.com/docs/plugins/http://developers.facebook.com/docs/plugins/

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T O O L S
http://developers.facebook.com/docs/plugins/http://developers.facebook.com/docs/plugins/

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Y FB f d? B d
http://developers.facebook.com/docs/plugins/http://developers.facebook.com/docs/plugins/http://bit.ly/edgerank-checker

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Your FB news feed? Bad newsFacebook rewards conversation, punishes inactivity

http://bit.ly/edgerank-checker

T O O L S
http://bit.ly/edgerank-checkerhttp://bit.ly/edgerank-checkerhttp://bit.ly/edgerank-checker

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Create a widget on Causes.com or create your own

Get widget-happy!

T O O L S

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AddThis.com

Social sharing tools

T O O L S

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exchanges.causes.com

Causes now supports projects

T O O L S

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T O O L S

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T O O L S

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give2gether.com

Fundraising: Going social

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L i i l t k

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give2gether

Leveraging social networks

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12 M t i th l ld

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Meetups, Tweet-ups, concerts, fund-raisers to deepen ties

12. Meet up in the real world

Eventbrite for causes

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http://blog.eventbrite.com/npo

Eventbrite for causes

Facebooks live events
http://blog.eventbrite.com/npohttp://blog.eventbrite.com/npo

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Facebooks live events

Attract a swarm

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Create a Foursquare flash mob to unlock coveted Swarm Badge

Attract a swarm

Then: Measure refine refresh

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Measure results, follow up, recalibrate, relaunch

Then: Measure, refine, refresh

4 . C O M M U N I T Y T O O L S

U it !

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Partner with smart people. Use volunteers.

Use free: Twitter, Flickr, YouTube, Creative Commons

Use open source: WordPress (and its plug-ins), etc.

Flickr photo byJason Means

Use your community!

The awesome power of free

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WordPress & its plug-ins

Open Office, Google docs

Drupal, Joomla

Free content! Free resources!

Free services!

Free photos

Free videos (eg, TED talks)

Free music & audio

Socialbrite.org/sharing-center

Creativecommons.org

Techsoup

Free expertise!

BarCamp

PodCamp

WordCamp

Social MediaClubFree software & platforms!

Google Grants

YouTube for Nonprofits

Google Earth for Nonprofits

The awesome power of free

fli k / tiE X E R C I S E

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Creativecommons.org

Rich source offree

commercial & noncommercial

images

Flickr: 160 millionAttribution, Noncommercial,

No Derivatives & ShareAlike

licenses

Use them for your blog,

website, email or printnewsletter, presentations, etc.

Dont just take. Share!

flickr.com/creativecommons

T I M E M A N A G E M E N T

Social media dashboards
http://bit.ly/smdash

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Social media dashboards

Hootsuite

Tweetdeck

Threadsy

Cotweet

Spredfast

Netvibes

http://bit.ly/smdash

O P E N D A T A

The open organization
http://bit.ly/smdashhttp://bit.ly/smdashhttp://bit.ly/smdash

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http://dashboard.imamuseum.org/

Data visualization at the Indianapolis Museum of Art

The open organization

D A T A T O O L S

M h ith d t
http://dashboard.imamuseum.org/http://dashboard.imamuseum.org/http://dashboard.imamuseum.org/

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Broadband speeds at schools & colleges in Miami

Map mashups with open data

D A T A T O O L S

O li i li ti

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Americans opinion of GOP presidential field

Online visualizations

D A T A T O O L S

O li i li ti

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Americans opinion of GOP presidential field


D A T A T O O L S

O li i li ti

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G E O L O C A T I O N

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Darfur & Google EarthCrisis in Darfur: Using Google Earth

G E O L O C A T I O N

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Darfur & Google EarthCrisis in Darfur: Using Google Earth

G l E th hi t i l l

T O O L S

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Historic Centre of Warsaw, 1945 & today

Google Earths historical layers

Tap into the geolocation wave

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Tap into the geolocation wave

Resources & tools

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Free tutorials on the best way to useFacebook, Twitter & blogs

24 online fundraising sites

Top cause organizations

Free reports

Free photo, music, video directories

Collaboration toolsGeolocation tools

How to use mobile strategically

Tons more. All free & shareable.

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Biggest resource: Your supporters

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JD Lasica, founderSocialbrite: Social tools for social change

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Twitter: @jdlasica

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George Weiner, CTO

DoSomething.org

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Twitter: @georgecaweiner@dosomething

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