Social Media for Social Good - UNF

© 2008 Cisco Systems, Inc. All rights reserved. Cisco Confidential 1

Social Media for Social Good United Nations FoundationMay 4, 2009

Ayelet Baron, Director, Emerging Markets, Cisco

Romanus Berg, CIO, Ashoka


THIS PRESENTATION WAS CREATED NOT BY ONE PERSON, BUT BY MANYIT’S A PRESENTATION ABOUT THE POWER OF CONNECTING WITH PEOPLE ONLINE AND USING COMMUNITIES TO GET IT DONE

http://www.flickr.com/photos/pogonophobia/


Personal Journey: Early Adoption1http://www.flickr.com/photos/dimarg/2911584814/http://www.flickr.com/photos/dimarg/2911584814/


The Journey


The Journey

http://www.flickr.com/photos/nsocialmedia/1320817881/http://www.flickr.com/photos/nsocialmedia/1320817881/


How Social Media is Changing Relationships2

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© 2008 Cisco Systems, Inc. All rights reserved. Cisco Confidential 7http://www.flickr.com/photos/webinteger/189271437/http://www.flickr.com/photos/webinteger/189271437/


Social media is people sharing

information, having conversations and connecting online


184 million bloggers

73% of active online users have read a blog

45% have started their own blog

57% have joined a social network

55% have uploaded photos

83% have watched video clips

39% subscribe to an RSS feed

Source: Universal McCann Comparative Study on Social Media Trends April 2008Source: Neil Perkin ‘What’s Next in Media’ (Slide 9)


Influence Revolution

PRE MEDIA AGE

Talk face to face

Talk to shop worker

Government, monarchy, religious institutions dictate the agenda

MASS MEDIA AGE

Consult a professional

Readers letters

Phone in; TV / Radio

Talk to shop worker

Talk face to face

Phone call

Professional media dictate

SOCIAL MEDIA AGE

Personal blog

Social network page

Widgets

Photo sharing site

Chat rooms

Message boards

Video sharing site

Comments on blogs

Comments on websites

Viral emails

Wish lists

Ratings on retail sites

Reviews on retail sites

Auction websites

Social Bookmarking

Chat room

Price comparison sites

Social shopping sites

Consult a professional

Readers Letters

Phone in; TV / Radio

Talk to shop worker

Talk face to face

Phone call

SMS

Email

Instant Messenger

Consumers dictate

Universal McCann, When Did We Start Trusting Strangers? Universal McCann, When Did We Start Trusting Strangers?


Space defined by Media Owner

Brand in control

One way / Delivering a message

Repeating the message

Focused on the brand

Entertaining

Company created content

Space defined by Consumer

Consumer in control

Two way / Being a part of a

conversation

Adapting the message/ beta

Focused on the consumer / Adding

value

Influencing, involving

User created content / Co-creation

COMMUNICATIONS MEDIA SOCIAL MEDIA

Source: Neil Perkin ‘What’s Next in Media’ (Slide 9)


SUDDENLY MEDIA IS A MASS OF CONVERSATIONS

AND YOU CAN’T CONTROL THEM


THE VALUE EQUATION IS CHANGING

Content = Attention

Content, tools, services

= Attention, participation, interaction,

content

http://www.flickr.com/photos/wespionage/


"Over and over again, connecting people with one another is what lasts online. Some folks

thought it was about technology, but it's not.“

Seth Godin

Image: http://www.gapingvoid.com/

SOCIAL MEDIA MAY BE HERE TO STAY

BUT THE TOOLS ARE TEMPORARY


“It’s about relationships”

Andrew Rogers, Head of User Content Development, RBI…http://engagement101.blogspot.com/



Twitter Hits Mainstream MediaTwitter Hits Mainstream Media


University of Mary Washington Faculty Academy 2007CogLogDog Blog 2007



Thousands of people from around the world create, upload, share, discuss and purchase original LEGO creations online every day

Thousands of people from around the world create, upload, share, discuss and purchase original LEGO creations online every day

They probably wouldn’t all fit around this tableThey probably wouldn’t all fit around this table

http://www.flickr.com/photos/misbehave/

Willem van der Horst, Strategist, iris Digital…http://icecream4everyone.blogspot.com/

© 2008 Cisco Systems, Inc. All rights reserved. Cisco Confidential 21http://www.flickr.com/photos/artsyt/

Start with a Purpose in Mind: Measurable Objectives

Are you investing enough time and energy? Is this part of your day or are you chasing time? Can you drive value?


Source: http://nonprofitsocialnetworksurvey.com/Source: http://nonprofitsocialnetworksurvey.com/


Experiment & Get Tool Mix Right

Adapted from: Christian Renaud, Technology Intelligence Group



THE TOOLS ARE OUT THERE

WHAT ARE YOUR GOALS?

WHAT IS YOUR INVESTMENT?

WHAT DOES SUCCESS LOOK LIKE?

http://www.flickr.com/photos/stabilo-boss/93136022/http://www.flickr.com/photos/stabilo-boss/93136022/


Make it as easy as possible for your fans to find it and spread the word

If the web is a mass of conversations, then get talked

about

Create content and services that are worth passing on

CREATE CONTENT THAT IS REMARKABLE

http://www.flickr.com/photos/oldflints/

© 2008 Cisco Systems, Inc. All rights reserved. Cisco Confidential 28http://neilperkin.typepad.com/only_dead_fish/2008/04/blended-measure.html

THINK ABOUT HOW YOU MEASURE

It’s not all about page impressions

Broader use of hard metrics – users, time spent, interactions, pass-alongs

…combined with digital ethnographic measures



Non-Profit Examples2a


Beth Kanter Raised $200,000


Are Twitter Users More Generous than Facebook?

Dollars per Click Through

Twitter: $4.50Facebook: $0.29

Twitting for Charity:

Twitter co-founder Biz Stone launched a campaign asking those with Sept. birthdays to accept online donations in leui of gifts this year

Donations for Charity:Water, which builds wells in Ethiopia.

Many did: the site claims to have raised $393,000 since the end of August.




© 2008 Cisco Systems, Inc. All rights reserved. Cisco Confidential 37Ref:http://www.fistfulayen.com/blog/ Image: http://www.flickr.com/photos/stoyan/

WHAT WE LEARNED

Committed and driven volunteers contributed hundreds of hours of their time

Early adopters can get results … but needs to be based on relationships that are long term

What if 25 additional charities try this strategy?


http://philanthropy.com/news/updates/8005/online-networks-produce-little-revenue-for-charities-study-findshttp://philanthropy.com/news/updates/8005/online-networks-produce-little-revenue-for-charities-study-finds


Ongoing Dialogue: Creating Sustainable Online Network3


40Never doubt that a small group of

thoughtful, committed citizens can change the world

Indeed, it's the only thing that ever has

Margaret Mead (1901-1978)US Anthropologist, Author

flickr.com/photos/luckytom



Moving from knowledge repositories (people-to-

information) to knowledge collaboration (people-to-people)

Building A Sustainable Online Network of Social Entrepreneurs and Practitioners for Social Good


OBJECTIVES

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Focus on the citizen sector as the baseline for implementing successful communities

Pilot an online network of practitioners and social entrepreneurs to create dialogue to drive incremental change around solutions

Create a scalable “social innovation toolkit” for the developing world to drive an adoption strategy that can be expanded and sustained by other practitioners


“Communities already exist. Instead, think about how you can help that community do what it wants to do”

Mark Zuckerberg


http://www.youtube.com/watch?v=2eLZAMv6kVU&feature=player_embeddedhttp://www.youtube.com/watch?v=2eLZAMv6kVU&feature=player_embedded


“The other guys think the purpose of communication is to get information.We think the purpose of information is to foster communication.”Mark Zuckerberg, CEO Facebook

http://www.flickr.com/photos/differentperspective/114394347/

Jason Oke, Director, Strategic Planning, Juniper Park, Canada…http://jasonoke.wordpress.com/


CollaborateAddress day-to-day

issues and build relationships

EngageOn real time issues

and solutions regardless of

geographic location

Innovate

Leverage practices to scale solutions

the right people, issues, and solutions at the right

time

Connect


Purpose – these are members inherently vested in their mission. Their mission’s outcome can be dramatically amplified by collaborating with fellow experts in the field – something that they largely cannot do today within their own organization, let alone across like-minded organizations and other communities.

Purpose – these are members inherently vested in their mission. Their mission’s outcome can be dramatically amplified by collaborating with fellow experts in the field – something that they largely cannot do today within their own organization, let alone across like-minded organizations and other communities.

Reputation – the entire community of members are practitioners and subject matter experts, rather than a primary contributor and a passive audience of consumers. This is also the first ongoing mechanism for these experts to confer, as they’re geographically isolated and have minimal opportunities for collaboration.

Reputation – the entire community of members are practitioners and subject matter experts, rather than a primary contributor and a passive audience of consumers. This is also the first ongoing mechanism for these experts to confer, as they’re geographically isolated and have minimal opportunities for collaboration.


LINEAR

Scheduled

Appointment

Sit back

Messages

NETWORKED

On demand

Whenever, wherever

Participative

Experiences

We control the way it is delivered

We allow you to play with it, pass it on

Content we think you’d like Content we know you like (because you’ve told us)



© 2008 Cisco Systems, Inc. All rights reserved. Cisco Confidential 52http://www.flickr.com/photos/kamshots/

So What About You?


Community

What’s Next In Media and A Presentation About Community, By The Community, Neil Perkin, http://neilperkin.typepad.com

Beth’s Blog: How Nonprofits Can Use Social Media http://beth.typepad.com/

Using Online Social Networks to Build Buzz, Community & Support for Your Cause, Jonathan Colman, The Nature Conservatory

Universal McCann, When Did We Start Trusting Strangers? Sept. 2008

Social Media for Non-Profits: Great opportunity? Colossal waste of time? The answer is YES, Rebecca Leaman


Questions … We do a lot now with social media. How can social media can help nonprofits achieve their

goals? What’s the best case scenario of using these tools? What’s the time and resources involved to do it well? What’s the future going to look like in this area? What’s the smart investment we need to make? Is there a way to match up a particular social media application with a certain type of goal? Given that there is Facebook, Twitter, etc. What works best and when? Should campaigns have an official Twitter campaign – is it best to create a hashtag and work

around that and let everyone talk about it or should a campaign (like Nothing But Nets) have a Twitter account.

What is the time needed to be “on Twitter” How do you define “success” on these platforms (of course, all related to goals, but what are

some kinds of metrics)?

Business

Social Media for Social Good - UNF