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Cut! Engage! Activate! Cause Marketing & Media and the Brave New World of Social Media Activism Ever wonder how Anna used FB and Twitter to get so many people out every day? Did the Egyptian Saffron Revolution begin with a single post? Can we form entire social movements online using social tools? Can cause driven films make a real impact online? The line between cause marketing, meaningful media and social media is blurring rapidly. In the US, companies like Participant Media are building activism around documentary films, websites and social networks leading to thousands of mini-revolutions. In India, cutting edge filmmakers use Social Media to get crowd funding for their films, arrange meet ups and showings and to spread the word. The world of cause marketing has never been more exciting as the new media is helping generate a global revolution. Using real world case studies and models Raja explores this exciting and brave new world for marketers.
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CUT! ENGAGE! ACTIVATE!
The Brave New World of Social Media Activism
Raja Choudhury
What is Social Media?
Web and Mobile Technologies that turn Communications into Interactive Dialogue
The Creation and Exchange of User Generated Content
Engage Web and Mobile users in CONVERSATIONS about life, media, brands and causes
Cause
What is a Cause? Any Person or Issue that gives rise to an Action,
Phenomenon or Reaction Corruption Rights Freedom of Speech The Environment Electoral Reform Children’s Education Governance Law and Order Fair Trade Peace on Earth
Activism
Intentional efforts to promote, impede or direct social, political, economic or environmental change Film Content – TV, Book, Website, Video, Blogs Protest March Direct Action Media Awareness Campaign Social Media Campaign
Impact
USA: Social Media Activism
Who is talking most
And WHO is being talked about
The Masters: Participant Media
Social Media in India
India is set to be one of the biggest
Social Media Markets in the World:• 121 Million Internet Users (Dec
2011) in India accessing the
Internet at least once a week• Will be over 250 million by 2015 • 34 Million Facebook Users at
present• 881 Million Mobile Phone Users• 23% of Indian Mobile Users have
Smart Phones (200 million +)
121 Million
Facebook India
Anna and the Lokpal
One Billion Votes: Jaago Re
Indian Social Media Successes
Millions saw the movie581,000 FB LikesEducation Reforms
557,000 FB Likes100,000 used FB to attendGovernment ConcededNew Lok Pal Bill being drafted
Millions watched Ads650,000 Voters Registered100,000+ on FB
The Opportunity: Cause Marketing
Bring individuals, supporters, brands, companies and funders together with causes and cause driven non-profit organizations
Raise Money for Campaigns Creates Awareness about Causes Uses Film, Video, Media, Web, Social Networks
and Word of Mouth to achieve results. Ensures ACTIVISM has IMPACT! MEASURES the impact that Social Media can
have on a Cause using Tools and Apps Keep Member Base active during Slow Periods
Your Opportunity
Social Media Marketing is revolutionizing Cause and in 2012, we will see more convergence and demand for skills that combine Marketing, Social Media and Cause – Are you ready?
If you wish to work in this space:• Study Causes in India – they are looking for Social Media savvy people
NOW!• Offer your services to them for Free to get a reputation and learn…• Study brands and companies and understand their Non-profit strategies• Study how things are done in US and elsewhere – Read Mashable.com• Read everything you can about Indian Social Media – Watblog, IndiaSocial
etc.• Learn all about Film & Video – hang out with film-makers• Live and Breathe Facebook, G+ & Twitter• Be at home on Youtube & Vimeo• Understand new Social Media platforms as they emerge• Understand iOS and Android Apps• Learn to use Social Media Monitoring Tools and Sites: Technorati, Radian 6,
Trackur, Twitter Center, Google Alerts etc.
• Never stop learning!
Raja Choudhury
@rajaquest
www.linkedin.com/in/rajachoudhury
www.youtube.com/rajaquest
Thank you
