socia media for public advocacy
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How can NGOs use social media to organize a movement?TRANSCRIPT
Social Media For Public Advocacy
How can NGOs use Social Media to organize a movement?
Author: Alberto Brea | The Digital Economist
www.albertobrea.com
Document Purpose
Develop a playbook to help small NGOs with limited resourcesapply social media to mobilize public support
Guiding Principles for Playbook
• Easy to understand, implement and manage• Relevant to NGOs’ needs• Low cost to build and maintain• Measurable and scalable
Alberto Brea | The Digital Economist
Source: http://www.vincos.it/world-map-of-social-networks
Alberto Brea | The Digital Economist
http://www.internetworldstats.com/stats.htm
Alberto Brea | The Digital Economist
Who: Education for All (EA) is a small NGOs with a staff of 10 peoplein the Dominican Republic with the goal of improving education levelsin the country
What: The Government just announced that it is planning to reduce thebudget for education. However, the constitution established thatEducation should receive 4% of the GDP
When/Where: To approve the measure, a congressional majorityneeds to approve the adjustment next month, on March 20th
Case Study Simulation- For Illustration Purposes Only
Alberto Brea | The Digital Economist
Approach
Create SocialPresence
Build YourNetwork
Analyze andAdapt
Alberto Brea | The Digital Economist
Create Social Presence
To create an social presence, we need to make an assessment to developa customize social plan
1. Conduct Self-Assessment2. Set Clear Objectives3. Define Audience Priority4. Establish Social Channel Mix
Alberto Brea | The Digital Economist
1. Conduct Self-Assessment1. How much time does your staff currently spend on marketing and communications
tasks?
2. How much time do you expect to devote specifically to social media?
3. Which social media channels does your staff have experience with, either personallyor professionally?❑ Facebook❑ Twitter❑ Blogging❑ Photo sharing sites (like Flickr)❑ Video sharing sites (like YouTube)
4. What assets are available to your organization?❑ Experienced writers❑ Experts in the topic area of your mission❑ Lots of organizational photos❑ Experienced photographers❑ Organizational videos❑ People with experience creating videos
Source: Idealware - Social Media decision guide 2010
Alberto Brea | The Digital Economist
1. Implications
Number ofChannels1
Activity( Engager)2
Monitoring and Research Initiating Responding Measuring
40% 20%20%20%
Number of hours a weekyou can commit to social
media
____________________
Maximum number of socialmedia channel you can take
on
____________________
4 =
2.Source: http://www.slideshare.net/AmberNaslund/ebook-social-media-time-management-26188631.Source: Idealware - Social Media decision guide 2010 & 4 hours time based on author personal experience
Alberto Brea | The Digital Economist
2. Set Clear Objectives
Uber Goals
Call to Action
Time Sensitivity
Measurement
Reaching Out Engaging Supporters Fundraising
Reaching new supportersfor the organization
Raising money for yourorganization
Enhancing relationship withyour audience
Promote an event - Build excitement prior to an event - Get people to take a particular action- Draw traffic to a particular online resource - Build your email list - Solicit donations
Week - Month - Quarterly
Number of people to recruit for an event - Donation goal $$ - Number of press mentions…
Based on a survey by Idealware among 460 NGOs in 2010, there are three main goals forusing social media. To increase the likelihood of success, NGOs need to set clear goals
Alberto Brea | The Digital Economist
2. Implications
EA wants to reach out to new supporters to sign up 10,000 people
to participate in a protest, “4% Education,” on March 4th in front of
the Dominican National Congress
Uber Goal Measurement
Time SensitivityCall to Action
Alberto Brea | The Digital Economist
3. Define Audience Priority
Market Impact FIRST-ORDER IMPACTS
• Publish a blog• Publish their own web page• Upload videos• Write and post articles and stories
SECOND-ORDER IMPACTS
• Read blogs• Post/ratings/reviews of blogs• Comment on someone else’s blog• Contribute to online forum
Followers
Creators
Focus on the people that count the most. The traditional model of casting a wide net doesnot work today. Need to identify the people talking about the issue and reflect back to them
Alberto Brea | The Digital Economist
• Your name and people connected to yourorganization
• Your organization’s name• Program or event names• Peer/competitor names and program/event names• Your tagline or other key phrases• URL for any web properties (main website, blog)• Related issues/topics• Common misspellings
To identify advocates and followers, set up Google alerts, Technorati search, Facebok Twittersearch, etc. http://socialmedia-listening.wikispaces.com/Tool
Source: Beth’s Blog, Beth Kanter
3. Define Audience Priority
Alberto Brea | The Digital Economist
3. Implications
Channel Advocates Followers Network
Twitter 200 300 60,000
Advocate List Followers
Alberto Brea | The Digital Economist
4. Social Media Channel Mix
Blog Micro-blogging Image Sharing Video SharingSocial Network
Alberto Brea | The Digital Economist
4. Social Media Channel Mix
Facebook, Twitter and Blogs work best to reach new supporters for the organization
Source: Idealware - Social Media decision guide 2010
Alberto Brea | The Digital Economist
Blog Micro-blogging Image Sharing Video SharingSocial Network
Report news
4. Implications
Goal
Updates
Showcase NGOexpertise
Share photos ofevents and volunteers
Promote videosto support cause
Connect, engage andrecruit supporters
DailyWeeklyDaily Per Event Per Event
Alberto Brea | The Digital Economist
Approach
Create SocialPresence
Build YourNetwork
Analyze andAdapt
Alberto Brea | The Digital Economist
Build Your Network: On Demand Model
Identify what people aresaying, and craft the message
Initiate conversations that reflectwhat you are hearing through multi-media platforms
Publish and share with youradvocates and invite them to join
Monitoring and Research 40% Initiating 20%
Responding20%
Initiating 20%
Measuring20%
Alberto Brea | The Digital Economist
Analyze & Adapt
Source: http://www.devonvsmith.com/2010/07/a-social-media-measurement-plan/
WP Stats PluginGoogle Analytics Feedburner
Page insightsBacktype
RSSBit.lyTweetmeme
Insights Stats ($)AnalyticsTools
Alberto Brea | The Digital Economist
Blogger Dashboard Example - Free
Alberto Brea | The Digital Economist
Facebook Dashboard Example - Free
Alberto Brea | The Digital Economist
Youtube Dashboard Example - Free
Alberto Brea | The Digital Economist
Summary: Social Media For Public Advocacy
Create SocialPresence
Build YourNetwork
Analyze andAdapt
1. Conduct Self-Assessment2. Set Clear Objectives3. Define Audience Priority4. Establish Social Channel Mix
1. Monitoring & Researching2. Initiating 3. Responding4. Measuring
1. People2. Engagement 3. Traffic
How can NGOs use Social Media to organize a movement?
Alberto Brea | The Digital Economist
About the Author: Alberto Brea
International marketing consultant with more than 10years of experience in managing brand strategydevelopment, customer research, CRM and digitalmarketing programs in the U.S., Latin America, andglobal markets. Postgraduate education includes anMPA in International Economic Policy, an MS inIntegrated Marketing, and an MBA.
The digital Economist Blog: albertobrea.com
Email: [email protected]