Social Media for Social Change

WORKSHOP: SOCIAL MEDIA FOR SOCIAL CHANGEMia NorthropNew Zealand Diversity Forum 2010

1Monday, 23 August 2010

AGENDA

• Definition of social media

• Overview of three key social media sites

• Measuring social media activity

• Social media strategy basics

• Key social media resources


ABOUT ME• Experience Lead at Symplicit, a user experience consultancy in

Melbourne, Australia

• Do research, strategy and design for digital products like websites, mobile phone applications, touch screen kiosks and anything else with a screen

• Organised the event Vindaloo Against Violence that attracted 17,000 protesters against racism and violence

• Set up and promoted the event through Wordpress, Facebook and Twitter and watched it spread like wildfire from 100 friends to over 35,000 people


WHAT IS SOCIAL MEDIA?

• Web-based technologies that allow people to generate content, engage in peer-to-peer conversations and exchange content

• It blends social interaction, user-generated content and internet and mobile technology


FORMS OF SOCIAL MEDIACommunication

Blogs: Blogger, LiveJournal, TypePad, WordPress

Microblogging: Foursquare,, Tumblr, Twitter, Yammer

Social networking: Facebook, MySpace

Events: Eventful, Meetup.com, Upcoming

Information Aggregators: Netvibes, Twine

Online Advocacy and Fundraising: Causes

Collaboration

Wikis: Wikimedia

Social bookmarking : Delicious, StumbleUpon

Social news: Digg, Reddit, Newsvine

Entertainment

Virtual worlds: Second Life, The Sims Online

Game sharing: Kongregate, Miniclip

Multimedia

Photography and art sharing: Flickr, Photobucket, Picasa

Video sharing: Viddler, Vimeo, YouTube

Livecasting: Livestream, Skype, Ustream

Music and audio sharing: Last.fm, Pandora

Presentation sharing: scribd, Slideshare

Reviews and opinions

Product reviews: epinions.com, MouthShut.com

Business reviews: Customer Lobby, Yelp, Inc.

Community Q&A: Askville, WikiAnswers, Yahoo! Answers

Source: http://en.wikipedia.org/wiki/Social_media


http://en.wikipedia.org/wiki/Social_media


IMPACT OF SOCIAL MEDIA

According the to Center for the Digital Future 2008 Report, participation in online communities dramatically increases participation in social causes:

• 87% of online community members are participating in causes that are new to them since they got involved with the community

• 21% of members said their involvement in non-profits had increased

Source: http://www.slideshare.net/ischafer/social-media-for-social-good-presentation




http://www.slideshare.net/ischafer/social-media-for-social-good-presentation

http://www.slideshare.net/ischafer/social-media-for-social-good-presentation

SOCIAL MEDIA MARKETING

Programs that centre on efforts to create content that attracts attention, generates online conversations, and encourages readers to share it with their social networks. The message spreads from user to user and resonates because it is coming from a trusted source, as opposed to the brand or company itself.

And it results in something tangible for your organisation.

Source: http://en.wikipedia.org/wiki/Social_media_marketing




SOCIAL MEDIA STRATEGY

Programs that centre on efforts to create content that attracts attention, generates online conversations, and encourages readers to share it with their social networks.

And it results in something tangible for your organisation.

Who? What?

Who among?

Where? How?

Why?

What?

When?


CASE STUDY: OLD SPICE

• Social media campaign to expand appeal of Old Spice body wash to women (buyers) and men (buyers and users)

• Launched on YouTube and tapped into Twitter, Facebook and Reddit

• Sales rose 107% in the last month

• Case study video


http://link.brightcove.com/services/player/bcpid72246005001?bctid=407632373001

http://link.brightcove.com/services/player/bcpid72246005001?bctid=407632373001

FACEBOOK


FACEBOOK FAST FACTS

• Over 500 million active users, 50% of which log on to Facebook in any given day

• Average user has 130 friends

• People spend over 700 billion minutes per month on Facebook

• Average user is connected to 80 community pages, groups and events

• Average user creates 90 pieces of content each month

• About 1,435,000 users live in New Zealand

Source: http://www.facebook.com/press.php#!/press/info.php?statistics ; http://socialmedianz.posterous.com/number-of-new-zealanders-on-facebook-in-2010




http://socialmedianz.posterous.com/number-of-new-zealanders-on-facebook-in-2010

http://socialmedianz.posterous.com/number-of-new-zealanders-on-facebook-in-2010

FACEBOOK TOOLS

• Create a public Facebook Page

• Choose the tabs (applications) that your page will include eg wall, info, discussions, photos, videos, e-commerce store, notes, reviews

• Select or develop your own applications

• Run text or graphic ads and target by location, interest and age

• Set a daily ad budget and pay according to whether you want people see or click on your ad

Source: http://www.facebook.com/advertising/




FACEBOOK INTERACTION• Posts will appear in your

fans’ news feeds

• Posts might be status updates, notes, links to articles, videos, photos or other content

• Fans can like, share and comment on the things you post from their news feed or directly on your page

• Fans can also post things to your page, if you let them

• Their friends will see that they have posted, liked, shared and commented via their own news feed


http://www.slideshare.net/jeremiah_owyang/the-8-success-criteria-for-facebook-page-marketing




MEASURING FACEBOOK ACTIVITY

• Facebook Pages Insights tool measures:

• traffic to your pages

• how many people commented on your post

• how many people see your posts in their news feed, viewed photos or videos, interacted with discussion topics

• the gender and age range of users


MEASURING FACEBOOK ACTIVITY

• Facebook Ad Manager tool measures:

• Standard metrics like the number of times your ad is shown and the number of times your ad is clicked

• Demographic metrics about the people who are clicking on your ad like age, gender and location

• Profile metrics about the people who are clicking on your ad like interests, favourite movies and books

• Conversion metrics


ACTIVITY: TARGET AUDIENCE•Who would your organisation want to talk to on Facebook?

•Who would you want to know about your organisation?

•Who on Facebook would you like to hear from?


YOUTUBE


YOUTUBE FAST FACTS

• Each month 47% of the world’s internet population visits YouTube and spends about 57 mins viewing videos

• Every minute, 24 hours of video is uploaded

• Users are18-55, evenly divided between males and females

• 51% of users go to YouTube weekly or more often, 52% of 18-34 year-olds share videos often with friends and colleagues

• YouTube videos can be embedded into sites, blogs, viewed on mobile devices and from TVs and gaming consoles

Source: http://www.youtube.com/t/fact_sheet ; http://blog.nielsen.com/nielsenwire/online_mobile/social-media-accounts-for-22-percent-of-time-online/19Monday, 23 August 2010

http://www.youtube.com/t/fact_sheet

http://www.youtube.com/t/fact_sheet

YOUTUBE TOOLS

• Create a YouTube channel where you can upload videos

• Add annotations to videos to give people more info or a call to action when it ends

• Create a YouTube brand channel with a custom design

• Run overlay ads, promoted videos and banner ads on others’ video content


http://www.youtube.com/watch?v=4-1L_V2fhv8&feature=channel

http://www.youtube.com/watch?v=4-1L_V2fhv8&feature=channel

YOUTUBE INTERACTION• People can subscribe to

your channel and be notified when you upload new videos

• For each video, people can watch, like, dislike, comment, vote on others’ comments, reply to comments, save to playlists or add to favourites

• Replies can be videos too

• People can embed the video into their own site or blog and share it via other forms of social media

• People can ‘friend’ you, send you messages and comment on the channel page







MEASURING YOUTUBE ACTIVITY

• YouTube Insight tool measures:

• how many times your video has been viewed and its unique users

• how people discovered your video (e.g. from a related video link, keyword search, from your channel page, Google etc)

• the popularity of your video (likes and dislikes)

• age range and gender of viewers

• the number of ratings, comments and favourites

• the geographic location of viewers

• how many people subscribed or unsubscribed24Monday, 23 August 2010

http://www.youtube.com/watch?v=Xo6HBKTyIzQ&feature=player_embedded

http://www.youtube.com/watch?v=Xo6HBKTyIzQ&feature=player_embedded

ACTIVITY: CONTENT

•What do you want to say? What do people want to know about?

•Are you providing customer support with instructions and how tos, trying to attract new prospects with case studies, or simply building a list of subscribers?

•What format is the best way to communicate it? Text, audio, video, images?

•How frequently does it need to be updated? What will be evergreen vs regularly refreshed?

•What tags or metadata will you use to describe your content so search engines can find it?

•Who will moderate the comments that people leave? Who will respond to comments? Who will comment, rate and reply on others’ content to fully participate in the community?

•What will make the content be ‘shareworthy’?


TWITTER


TWITTER FAST FACTS

• More than 190 million users with about 25 million in Asia Pacific

• Users send 65 million tweets per day

• 54% are aged 18-34 years

• 53% female, 34% male, median age 31

Source: http://techcrunch.com/2010/08/11/twitter-still-grew-109-percent-in-june-fueled-by-global-visitors/ ; http://techcrunch.com/2010/06/08/twitter-190-million-users/ ; http://www.slideshare.net/coreindustries/social-media-for-social-good-3177063


http://techcrunch.com/2010/08/11/twitter-still-grew-109-percent-in-june-fueled-by-global-visitors/

http://techcrunch.com/2010/08/11/twitter-still-grew-109-percent-in-june-fueled-by-global-visitors/

http://techcrunch.com/2010/06/08/twitter-190-million-users/

http://techcrunch.com/2010/06/08/twitter-190-million-users/

http://www.slideshare.net/coreindustries/social-media-for-social-good-3177063




TWITTER TOOLS

• Create a Twitter profile page and customise the background

• Set up public or private groups, or lists, to categorise the people you follow

• Create saved searches to monitor the mention of keywords or phrases


TWITTER INTERACTION• Send messages with

embedded hyperlinks and tags

• Users follow you. Your tweets appear in their timeline

• People reply to your tweets and their followers will see the reply

• You can favourite a tweet

• People can rewteet your message so that all their followers see your original tweet

• Send direct messages privately to those that you follow and who follow you back

• Find relevant companies and individuals to follow. Their tweets appear on your timeline.






MEASURING TWITTER ACTIVITY

• Twitter tools, available from third parties, measure:

• how many people have clicked on your hyperlinks

• geographic regions of those who have clicked

• most commonly used hashtags and others using the same hashtags

• impact score and influencer type

• who is influenced by you and who influences you as well as your most influential topics

• true reach

• positive and negative sentiment about you


MEASURING TWITTER ACTIVITY

• Twitter tools, available from third parties, include:

• Hootsuite

• Twitalyzer

• Klout

• wefollow.com

• twittercounter.com

• Tweetdeck

• CoTweet


ACTIVITY: CROSS-PROMOTION•Who will comment, rate or reply on others’ content to cross-reference your own? Which other content owners are worth building affinity with and creating dialogue?

•What existing websites or other digital properties will need to be updated with references to your social media presences?

•What content from your social media presences could be integrated with your existing websites? What section of the website does it best belong?

•What printed material will need to be updated with references to your social media presences?

•What marketing support can be given to make people aware of your social media presences?

•What will be the signs to decommission a particular social media presence?33Monday, 23 August 2010


"Vision without execution is a daydream. Execution without vision is a nightmare."

-Japanese Proverb



• Organisational readiness is the first step

• Think about the level of engagement you have now with your constituents and how many channels you use to engage them and where you want to end up

• Need to prepare and align internal roles, policies, processes and stakeholders with the organisational objectives you have for social media

• Embracing social media is not just as a one off campaign but a way of doing business that impacts all areas of the organisation


SOCIAL MEDIA STRATEGYResearch the customer profile

• Where are your constituents likely to be on online and who are they influenced by? Who trusts them?

• What are their online social behaviours? Do they watch, share, comment, produce or curate information? Where?

• What social information or people do they rely on? Gurus, mavens, communities.

• How do they use technologies in the context of your services?

• Monitor how your organisation or brand is being talked about.

Source: http://www.slideshare.net/CIC_China/social-strategy-getting-your-company-ready36Monday, 23 August 2010

http://www.slideshare.net/CIC_China/social-strategy-getting-your-company-ready

http://www.slideshare.net/CIC_China/social-strategy-getting-your-company-ready

SOCIAL MEDIA STRATEGY• Analyse the market. What are local and international organisations

similar to yours doing with social media?

• Do an audit of what your organisation is doing now with social media. What are employees doing personally and professionally? Are there any internal experts? Look beyond Gen Y.

Processes

• Organisational models: centralised, handled by one person or department vs organic, experimental, uncoordinated vs hub coordinating satellites vs coodinated honeycomb where each employee is empowered

• Crisis response plan: think about a triage map if it does not go according to plan.



SOCIAL MEDIA STRATEGYPolicies

• Disclosure & ethics policy for staff and consumers

• Social media policy for staff

• Community policy for consumers (applies to blogs, comments on Youtube etc sets standard of behaviour)

• Internal education to get buy in and organisation change

People

• Social strategist, community manager, agencies, customer advocates


SOCIAL MEDIA RESOURCES

• PR on Facebook

• EngagementDB

• Mashable

• Altimeter Group

• Slideshare - “social media for social good”


QUESTIONS?


THANK YOU


Documents

Social Media for Social Change