canadian business and community partnership forum june 8, 2011
TRANSCRIPT
Will your social media strategy get you murdered in a lake?
Session 1D: Social Media for Social Change with Keenan Wellar
Keenan’s social media passion: made, not born!
Found guilty of a crime against society
Found guilty of
having an intellectual disability
LiveWorkPlay
Turning moments into movements
Situation for people with intellectual disabilities in Ottawa and in general across Canada: only about 1% own their own home (as compared to 64% for general population) and only about 10% rent their own home – so we have some 90% of individuals living in some type of institutional residence.
A life transformed, a community transformed
LiveWorkPlay
Social media helps turn moments into movements
Website and Partner Websites
• Keep it mission-oriented
• Share real stories about real change
• Say thank you and say it publicly
• Be fast and have a plan – tomorrow is late
• Social media is about social capital
• Social capital is about reciprocity + time = trust
• Get this presentation from keenan.wellar.ca
If you remember nothing else….
Marketing? Me? No no no, I work for a charity!
Hello, my name is:
LiveWorkPlay Marketing
Budget!
Twitter, an interesting
journey!
@keenanwellar
@getbuzzed
Where it all started…
Those were the droids I was looking for!
If you got
there what
would you do
next?
Top 30 20 in Canadian non-profit
community? If only we’d been trying! (YouTube is more than
kittens and hits to the groin)
715 Views of Moira and Caroline [So Far]: Important Events Analytics
Social media analytics bring surprising levels of understanding and transparency to relationships
I-J: Posted on Facebook and LiveWorkPlay.ca
H: Posted on WordPress at keenan.wellar.ca
F-G: Shared with YouTube friends/subscribers
C-D-E: Featured in stories on partner websites
A-B-C: Post-conference presentation buzz
Being completely current on social media is a simple matter of the impossible, so
reinvigorate your joy of discovery!
My advice is learn all the tricks you can while you’re young!
slideshare
Is your organization engaged in marketing?
How well is your organization positioned in the competitive world of social marketing?
Do you have an integrated social media strategy?
How can social media help improve the rest of
your marketing and communications work?
Are you concerned with outputs or outcomes?
Social media is an opportunity to both enhance and challenge your organization’s mission-oriented pursuits!
“Master of the obvious” questions and statement…but…
It’s common that non-profit organizations don’t wish to see themselves as being in competition
Social media is often seen as a fringe activity
Seldom considered that social media might actually help improve other marcom activities
Social media often exposes outputs-focused marcom
Looking at how survey respondents use commercial social networks, the most popular role is:
1) traditional marketing—to promote the non-profit’s brand, programs, events or services—with 92.5% of survey respondents indicating this role as the purpose of their presence on commercial social networks
2) the second most popular role is for fundraising (45.9%)
3) third program delivery (34.5%)
4) fourth market research (24.3%)
Why listen? It’s not like Keenan shaves his head and wears black…
“The ability for you to have a thought and be able to publish that thought instantly to the world in any platform you desire, in text, images, audio, video, and it comes up immediately, is brand spanking new.” – Mitch Joel from Six Pixels of Separation
Seth Godin on leadership:
Leadership is scarce because few people are willing to go through the discomfort required to lead. The scarcity makes leadership valuable. If everyone tries to lead all the time, not much happens. It’s uncomfortable to stand up in front of strangers. It’s uncomfortable to propose an idea that might fail. It’s uncomfortable to challenge the status quo. It’s uncomfortable to resist the urge to settle. When you identify the discomfort, you’ve found the place where a leader is needed. If you’re not uncomfortable in your work as a leader, it’s almost certain you’re not reaching your potential as a leader.
For some,
social media is understood as a tool, a job, a skill, a choice…
When pursuing social change – whether it is a community where people with disabilities belong, or another desired social transformation – how leaders (both individuals and organizations) choose to understand social media has profound consequences for themselves and the world.
For myself and others,
social media is understood as the most profound confluence of human discourse the world has ever seen…
Some non-profits may fear that social media resistance is futile…
Those who are in proper mission-oriented focus will understand it as a new universe of opportunities…
Nobody likes making public mistakes!
It’s uncomfortable to propose an idea that might fail. If we are going to fail, let’s make sure it’s through a strategy that we know has a chance to succeed!
(Text of actual email, names removed) Keenan, thanks so much for permission to use
those images. The only problem is I can’t
use anything from Facebook from the
office as the agency has blocked it.
I’ll have to try it from home later.
Director of Marketing
Major Organization
Social Media as Marketing Monster
Andrea and I are interested in training with a team of LiveWorkPlay members to participate in this fun event
either by walking or jogging the 2K, 5K, 10K, or half marathon.
Social Media “Loss Of Control” Can Be A Great Thing!
You are likely offending one or both audiences.
You are putting disregard for
authenticity on public display.
On Twitter, 95% of re-tweets happen in the first hour!
On Facebook, updates have a full day life span!
LISTEN FIRST!
THEN RESPOND IN PROPER SOCIAL CONTEXT
Do as we say, not as we do:
social media engagement (non) strategy
Hi, I’m the CEO of a local charitable organization. I don’t have time for social media, but our summer intern is posting some of our press
releases on Facebook, you should check those out and make a donation!
Use of social media tools does not guarantee that people will listen. Engagement is shaped by the interpretation of its intentions. Brian Solis Author of Engage!
It is unrealistic to expect more of your audience than you would expect from your
leadership and staff.
Lead by example!
The conversation
might lead somewhere but it definitely didn’t
start with an ask for $20 before you’d
start conversing!
Monetizing social media is like monetizing the conversation
you had while waiting for your mocha java!
After you listen – have conversations!
“I think a lot of the demographics that we’re gearing toward might not be your typical Facebooker or techsavvy person. Maybe the younger crowd and students for sure, but older prospective volunteers don’t use that tool, and a lot of our clients don’t use that as a tool,” she explained, noting that the agency is “busy enough without maintaining Facebook and Twitter pages.” - Coordinator of Volunteers quoted in newspaper
Do your practices alienate youth? Seniors? Both?
Source: Pew Research Centre
Are you expecting a mob of supporters to magically appear?
Charity begins at home – build your tribe!
I’m afraid to use social media because
someone might say something bad about us!
So conversely…
Effective use of Social Media is all about building Social Capital
Reciprocity
Time Trust
• Keep it mission-oriented
• Share real stories about real change
• Say thank you and say it publicly
• Be fast and have a plan – tomorrow is late
• Social media is about social capital
• Social capital is about reciprocity + time = trust
If you remember nothing else….
Partnerships: How can we give value to funders?
They have many good deeds to choose from!
Contact information and slides (available tomorrow):
http://keenan.wellar.ca
@keenanwellar