#social4good
DESCRIPTION
#Social4Good presentation for #NewhouseSM6 with @dr4wardTRANSCRIPT
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Chelsea AuresKristin MommersAshly Oehrl
SOCIAL MEDIA ACTIVISM
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What is social good? “A good or service that benefits the largest number of people in
the largest possible way.”
corporations focus more on social responsibility business models expand include more social goods in their day-to-day strategy
INTRODUCTION
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FIRST EXAMPLES
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FIRST EXAMPLES
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Change in public awareness Information circulates freely and quickly
Obtaining information from people in our network More persuasive Word of mouth validation
Immediate impact and urgency Make it personal Allow for immediate action
New technologies change the impact of our communication Ability to act gives us feeling of involvement
SOCIAL MEDIA REDEFINES ACTIVISM
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Passionate people
Appropriate platforms
Active accounts
Know “Social good” culture
Maintain brand message
Be transparent, energetic, and authentic!
PROPER STRATEGY
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Peter Jackson GiveCorps
create a platform that makes it fun, easy and rewarding
“Everyday we bring attention to the work organizations are doing in Baltimore through social media and email. Often people don't realize the amazing things that nonprofits are doing in their own backyard. .”
Social media makes giving mainstream
achieve the same collective impact
Network for Good infographic
PROPER STRATEGY
#social4good
@Peter_M_Jackson
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Stephanie Dickard at Wide Angle Youth Media The MAGIC Foundation and Road Recovery
promote our programming and events
engage with our community
relationships help build awareness
Be genuine
Find your audience
Great guide: www.nonprofitmarketingguide.com
PROPER STRATEGY
#social4good
@stephbaltimore
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Tristan Pollock SocialEarth
gather instantly
two-way conversation
Don't reinvent the wheel,
Be creative
Monitor your success.
Check out Good.is
PROPER STRATEGY
#social4good
@writerpollock
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Crowdsourcing Empower the
community
Humane Society’s 2007 campaign to protest Wendy’s “frosty treatment of animals”
CURRENT TRENDS
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Location, Mobile Apps and Other Experiments Big Love Little Hearts on Foursquare (Mobile App)
@BigLoveLtlHrts The Cove Documentary (Video Widget)
@Covemovie_OPS
CURRENT TRENDS
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Mobilizing Actions Micro-volunteers and instant projects
Sparked @Sparked
Natural disasters Red Cross – text message donations
@RedCross Crisis Commons - digital map to organize relief groups after earthquake
@CrisisCommonsUK
CURRENT TRENDS
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Benefiting from Cause Marketing Contests to reward social good organizations
based on votes from social networks
Raise funds and gain brand awareness
CURRENT TRENDS
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Pepsi Refresh http://youtu.be/82mOYDHQLIU
CURRENT TRENDS
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Cooperation Between Non-profits and Individuals Individuals mobilizing their own social networks
“Free agents” as influencers Shawn Ahmed (@uncultured) The uncultured project: http://www.youtube.com/UP
CURRENT TRENDS
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CrowdVoice (crowdvoice.org)@CrowdVoice
TOOLS IN USE
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Kickstarter (kickstarter.com)@kickstarter
TOOLS IN USE
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Crabgrass (http://crabgrass.riseuplabs.org/)
TOOLS IN USE
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Slacktivism – passive charitable effortsRather than write a check or volunteer dedicating a Twitter post
or FB status for a daySolution: Occupy Wallstreet
Greenwashingwhen a company promotes social and charitable campaigns to
help its brand image or sell productsSolution: HP
WHAT NOT TO DO
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Poor AccountabilitySolution: Charity: water
@charitywater
WHAT NOT TO DO
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DullnessRepetition
DensityHard to find information
Solution to Both: change.org
WHAT NOT TO DO
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Charity Fatigueaversion to seeing bad newsSolution: Malaria No More (@malarianomore)
WHAT NOT TO DO
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To Mama with Love
BEST PRACTICES
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BEST PRACTICES
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The Uniform Project
BEST PRACTICES
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BEST PRACTICES
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The Swear Jar
BEST PRACTICES
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Coming up in the holiday season 60% of non-profits see a boost in donations between November
and December Make social-good campaign festive and holiday specific Be consistent with previous campaign Start early and plan early Offer donations on someone else’s behalf as a gift
WHAT’S NEXT
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Predictions for the Future Some causes will immediately look to the Internet for exposure
and begin there rather than "on the streets" Local causes becoming national concerns Online replaces direct mail for donations E-events
WHAT’S NEXT
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CONCLUSION
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