move the needle: how to activate your supporters
DESCRIPTION
A presentation on how to mobilize your cause, whether you work at a nonprofit, business or social change organization. Included: a look at successful advocacy campaigns; a 12-step guide to mobilizing support, and a look at some useful tools.TRANSCRIPT
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Move the needle!
The Hub SoMaAug. 24, 2010
JD Lasica Founder, [email protected]
How to activate your supportersPart of the Mobilize Your Cause bootcamp series
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Tonight’s agenda
6:30 Introductions
6:40 Social media overview
6:50 What drives your organization?
7:05 Campaigns with impact
7:25 12 steps to activate your supporters
8:00 Tools & action hubs for social change
8:25 Summary & next steps
8:30 Reception & spread your message
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Relax!
Creative Commons BY photo on Flickr by Tom@HK
resources: http://bit.ly/mobilize
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Today’s hashtag
Tweet this talk! Hashtag: #hubsoma
Creative Commons photo on Flickrby Prakhar
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Handouts! Be happy!
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Social media by the numbers
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, MySpace)
Twitter: 120 million registered users; 300,000 new users a day; 180 million unique visitors a month
Flickr: 35 million people have posted tagged 4 billion-plus photos
Wikipedia: 10 million users have contributed
YouTube: 2 billion videos streamed per day
Text messages per day: 4.5 billion (vs. 400,000 in 2000)
*source: Nielsen Online, spring 2010
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Facebook: Freaky growth500+ million members worldwide —
62% of US Internet users are on Facebook
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Tweets in real time
popacular.com/gigatweet/
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Twitter fun factsTwitter growth rate: 295% annual increase in U.S.
Highest # of tweets, May 16, 2010 compared with May 16, 2009
*source: http://bit.ly/tweetspercapita
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Before we talk tools, technology or campaigns, what is the animating force behind your actions?
What drives your organization?
Pamela HawleyFounder/CEO, UniversalGiving.org
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Types of campaigns1. Raise awareness for your cause or
enterprise, build authority
2. Sign up new members
3. Raise funds
4. Advocacy: sign petitions
5. Take an action: micro-loans, enlist people to attend an event
6. Find new volunteers or advocates
7. Grow a mailing/newsletter list
8. Attract new Facebook or Twitter followers
9. Ask people to create content on your behalf
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Care2 (if you have $$)Effective advocacy campaigns
Matt Shepard Act to prevent hate crimes
Starbucks helps Ethiopian coffee farmers
Protecting Oregon’sforests
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Campaigns with impact
Equality California: Wedding registry
SMA: Tweet for a Cure
Grassrootsmapping & BP oil spill
charity:water: Website, blog, Twitter, video updates, Google Earth
Greenpeace & Nestlé
Visual storytelling in Middle East
Ric O’Barry, “The Cove”
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No on 8 Wedding Registry1,700 couples raised $1 million+ for Equality California
C A S E S T U D Y
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Spinal Muscular Atrophy
Slide show on Photobucket
C A S E S T U D Y
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Tweet for a Cure2,867 people have tweeted reaching 1.6 million followers
C A S E S T U D Y
http://gwendolynstrongfoundation.org/twitter16
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Grassroots MappingBalloon aerial images of Gulf Oil Spill funded by Kickstarter
C A S E S T U D Y
grassrootsmapping.org17
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charity:water & Twestival C A S E S T U D Y
http://www.charitywater.org/projects/map/
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Greenpeace & NestléNestlé’s Facebook Page, March 17, 2010
C A S E S T U D Y
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Greenpeace & NestléNestlé Killer microsite
C A S E S T U D Y
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Greenpeace & NestléBoycott Nestlé pages on Facebook
C A S E S T U D Y
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Greenpeace & NestléGreenpeace bought Google AdWords for Nestle & Greenpeace
C A S E S T U D Y
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Greenpeace & NestléNestlé partners with Forest Trust
C A S E S T U D Y
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Visual storytelling campaignsWomen & Memory Forum (Egypt) / Nawaa (Tunisia)
C A S E S T U D Y
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Other campaigns with impact
National Wildlife Federation raised $100,000 using social media after Gulf Oil Spill.
Red Cross’s Text Haiti campaign raised $32 million. Oxfam UK received $50,000 via link in YouTube video posted day after Haiti quake.
Visible Children Scholarship Program: 700 kids in Uganda receiving scholarships & mentoring.
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12 steps to mobilize your cause
1. First, listen and observe. Engage before the Ask.
2. Set clear goals & define metrics 3. Define a clear theme4. Frame it with a personal story 5. Create a simple call to action6. Create a conversation hub for participants7. Give your campaign social love handles8. Consider a mobile component9. Identify & enlist evangelists
10. Create ongoing mini-actions & provide updates 11. Use immediacy: Headlines & deadlines 12. Create real-world events
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1. Create a listening post
Set up a listening post (monitoring dashboard) to track what’s being said about your cause.
Choose from Google Reader, Feedly (left) or Netvibes, supplemented by a Twitter monitoring service.
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2. Set goals, map metricsGoals
Grow email list of supporters
Solicit micro-loans
Increase comments on blog
Increase website visibility
Increase positive mentions of brand or campaign
Have visitors stick around
Make our content more viral
Get people to take action
Attend an event
Metrics to measure
# newsletter, RSS subscribers
Initial, repeat loan rates
avg. # comments/post
increase in traffic or linkback #s
mentions in social networks
stick rate
# of shares
# of petition signatures
# of registrants, year over year
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3. Define a clear themeBoil 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
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4. Tell a personal storyUse videos or photos — make us feel
invisiblepeople.tv
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5. Create a call to actionInspire people to act with clear, motivating steps
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6. Create conversation hubWhere will you engage with supporters?
Your blog
Community site (WiserEarth)
Social hub (Change.org)
Contest site (Giving Challenge)
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7. Social love handles Socialize your campaign with plug-ins, widgets
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8. Consider mobile
This American Life: Facebook widget & text to give
GoodGuide.com:
Users can use iPhone app to see if a product is healthy, environmentally friendly & socially responsible.
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9. Enlist evangelists
Use your listening post to identify high-value influencers in your subject area
Establish a rapport and only then reach out
Scope out Twitter Lists that intersect with your company or social cause
Connect with other social media influencers through their blogs and other networks
Twitter followings: @adventuregirl 1.4m @garyvee 853,854 @TOMSshoes 487,109 @AmeriCares 6,380
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10. Create mini-actionsAmerica’s Giving Challenge: Daily winners
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11. Use immediacyHeadlines & deadlines: Play off the news & use a hard stop date
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12. Create offline eventsContests, tweet-ups, fund-raisers to propel real-world gatherings
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Then: Measure, refine, refresh
http://dashboard.imamuseum.org/
Measure results, follow up, recalibrate, relaunch
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Build an active community
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 BroganAuthor,“Trust Agents”
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Social action hubsCare2
Change.org
Causes
Idealist
TakePart
WiserEarth
Amazee
Causecast
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WordPress & its plug-insOpen Office 3.0Drupal, Joomla & other open source platformsUbuntu Linux OSKaltura for video
Free content! Free resources!
Free software & platforms!
Free photos Free videosFree music & audio
Socialbrite.org/sharing-centerCreativecommons.orgTechsoup
Free expertise!
BarCampPodCampWordCampSocial Media Club
Use the Sharing Economy
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T O O L S
Creative Commons
Creativecommons.org
• Rich source of free commercial & noncommercial images
• Flickr: 156 million Attribution, Noncommercial, No Derivatives & ShareAlike licenses
• Use them for your blog, website, email or print newsletter, presentations, etc.
• Don’t just take. Share!
flickr.com/creativecommons
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Darfur & Google Earth T O O L S
Crisis in Darfur: Using Google Earth
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Google Earth’s historical layers
Historic Centre of Warsaw, 1945 & today
T O O L S
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Google Sidewiki T O O L S
Google Sidewiki at Apple.com
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Do-good widgets T O O L S
Create a widget on Causes.com or create your own
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Word clouds
Wordle.net word cloud of JD Lasica’s tweets
T O O L S
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Online visualizations
manyeyes.alphaworks.ibm.com
Tea Party’s ‘Contract From America’word cloud on manyeyes
T O O L S
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Online visualizations T O O L S
manyeyes Make your story more visual: Former Attorney General Alberto Gonzales’ testimony before Congress.
manyeyes.alphaworks.ibm.com
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Other tools & platforms
Social Actions: Open API enables organizations & bloggers to volunteer or take action on the causes they support, can tailor it to your cause.
The Extraordinaries: Use the power of community for micro-volunteerism in people’s spare time.
OpenStreetMap: Open source “Wikipedia of maps”; community builds own maps using GPS & donated satellite imagery.
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Warning: GatekeepersThe danger of closed platforms
Exhibit 1: Facebook
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Warning: GatekeepersExhibit 2: Apple
Political satirist Mark Fiore was ‘invited to reapply’
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Tools & resources
24 online fundraising sites
Top cause organizations
Free reports
Free photo, music, video directories
Collaboration & project management tools
Geolocation tools
Free tutorials on the best way to use Facebook, Twitter & blogs
How to use mobile strategically
Tons more. All free & shareable.
What you’ll find at bit.ly/mobilize
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Biggest resource: Your supporters
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JD Lasica, Socialbrite.orgemail: [email protected]: @jdlasica
Pamela Hawley, UniversalGivingemail: [email protected]: @pamelahawley
Let’s keep talking
Resources at bit.ly/mobilize
Bookmarks at delicious.com/socialmediacamp/mobilize
Presentation at slideshare.net/jdlasica
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