LEVERAGING SOCIAL MEDIA TO BUILD BETTER FUTURES GLOBAL SHIFTS CONFERENCE 2012 DAVID HOOD
"Complex social problems today outstrip the capacityof any single organization or individual to solve them.We dont need to grow non-proﬁts. We need to grow networks for social change." Alison Fine, co-author of The Networked Nonproﬁt
THE WAY TO MAKE CHANGE, ISN’TTO PUSH AGAINST THE EXISTING MODEL. THE WAY TO MAKE CHANGE IS TO CREATE A NEW MODEL THAT MAKES THE CURRENT MODEL OBSOLETE. ~ BUCKY FULLER
SO HOW DO WE DO IT?• Whats your strategy? Organisational Strategy Alignment of: • Vision Social • Mission Comms media • Objectives Strategy strategy
WHATS YOUR STRATEGY?• Whatare your objectives? Make them SMART - Speciﬁc, Measurable, Achievable, Relevant, Time-bound!• Whos your audience? Be more speciﬁc than just gender, age group, location, profession, values or interests alone.• Whereare your target audience? Which channels are they on? What are the touch points they have with you?• What do your audience value? What are they talking about?• What actions (have multiple) can they take with you? Whats in it for them? Just because its compelling for you doesnt mean it will inspire them to action. How can achieving you organisational vision help them achieve their personal vision and goals?
People don’t buy what you do, they buy why you do it. ~ Simon Sinek
‣ why: belief, motivation or purpose‣ how: experience or process‣ what: details of product of service
SOCIAL OBJECTSThe Social Object, in a nutshell, is the reason twopeople are talking to each other, as opposed to talkingto somebody else. Human beings are social animals.We like to socialize. But if think about it, there needsto be a reason for it to happen in the ﬁrst place. Thatreason, that “node” in the social network, is what wecall the Social Object. @gapingvoid
SOCIAL OBJECTS• What is your object? The social object will be the center of your campaign.• What is the activity (use one or two words)? Make sure whatever action they should take is clear and highly visible on the site.• How can people share the object? Make it simple, easy and fun. Dont be afraid to ask them directly, thank them for doing it and its OK to remind them if they havent done it already.• What is the gift in the invitation? What are they going to be part of? Why should they be afraid of missing out (FOMO)?
HOW SMALL MOVES SMARTLY MADE CAN SET BIG THINGS IN MOTIONEDGEPERSPECTIVES.COM/POP
WHERE DO WE START?• Platforms: • Blogging - Wordpress, Posterous, Tumblr (Personal and/or Professional) • Facebook - Pages or Groups (Personal and Professional) • Twitter - Proﬁle (Personal and/or Professional) • LinkedIn • Pinterest • Instagram • Google+
SETTING UP ACCOUNTS• Determine identical usernames available across different platforms• Havea bio with same keywords and using key messaging for your organisation about what you do (your mission)• Have logo and banner created to ﬁt requirements of different sites - will need square logos and horizontal banners up to 900px wide• Include links to other social media sites• Try using mind maps to keep track of all your accounts and channels• Get stuck? Just ask Google...
SOME BASIC SOCIAL MEDIA ETIQUETTE• Start by listening to/watching what others do• It’s OK to ask questions but ask Google ﬁrst• Don’t use ALL CAPS (it’s like shouting)• Don’t get spammy• Think before you tweet• Check that breaking stories or highly emotional posts are veriﬁed• Thank people for RTing or sharing your posts
CONTENT CURATION, PRODUCTION & PUBLISHING• Start with plan: identify key topics and keywords. Be strategic around campaigns, events etc.• Sources: • Twitter lists • Facebook groups and pages • LinkedIn Today • YouTube • Pinterest • RSS feeds and blog subscriptions (use Google Reader) • Reddit, Digg, StumbleUpon
CONTENT CURATION, PRODUCTION & PUBLISHING• Read using app like Flipboard, Zite or Pulse• Collection: • Delicious/Diigo • Evernote• Schedule: • Blog posts - directly in Wordpress, Tumblr & Posterous • Facebook, Twitter and LinkedIn - use apps like Hootsuite, Tweetdeck, bufferapp.
CONTENT CURATION, PRODUCTION & PUBLISHING• Start by learning to crawl ﬁrst, then walk, then run... Set yourself a basic schedule when you get started - you can always scale up later.• There are recommended times for posting content but you will need to test for your audience. Experiment for a few weeks posting at same time, days, frequency and discover what works for you.• Share projects and campaigns you like of others, not just your stuff.
• listen - what are people interested in and talking about• provide value - share interesting and useful content• social media is a multi-directional channel for conversation - don’t just broadcast or make requests• provideopportunities for people to create and share own content• make sure all content is linked & social• have multiple calls-to-action
• sharecontent on good stuff happening around your issue and community• provideplatform for enabling action - what do your supporters or community members really want to see happen and what do they really want to do?• allow for people to connect and take action at different stages at different levels
•People are becoming more interested in issues and causes, FINAL not organisations - be authenticTHOUGHTS and engage them as human beings •People engage through sharing stories - how are you like me?• Mix conversation with links, get in to a rhythm with regular posts and content of eg. every Friday share an inspiring story/TED Talk/lolcat• Provide multiple pathways for people to connect and take action eg. blog post, email, facebook update & tweet• Build your email list it’s more valuable then your fans or followers lists• Choose your website URL, fb vanity URL twitter handle and Google + name for SEO, branding & easier recall
David Hood t: @DavidAHood m: 0413 124 427 e: firstname.lastname@example.org DOING SOMETHING GOOD ENABLING COMMUNITIES AND ORGANISATIONS TO BUILD BETTER FUTURES TOGETHERdoingsomethinggood.com.au