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LEVERAGING SOCIAL MEDIA TO
   BUILD BETTER FUTURES
   GLOBAL SHIFTS CONFERENCE 2012
           DAVID HOOD
Leveraging Social Media to Build Better Futures
Leveraging Social Media to Build Better Futures
Leveraging Social Media to Build Better Futures
Leveraging Social Media to Build Better Futures
Leveraging Social Media to Build Better Futures
Leveraging Social Media to Build Better Futures
Leveraging Social Media to Build Better Futures
"Complex social problems today outstrip the capacity
of any single organization or individual to solve them.
We don't 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’T
TO PUSH AGAINST THE EXISTING
   MODEL. THE WAY TO MAKE
  CHANGE IS TO CREATE A NEW
    MODEL THAT MAKES THE
  CURRENT MODEL OBSOLETE.
       ~ BUCKY FULLER
Leveraging Social Media to Build Better Futures
Leveraging Social Media to Build Better Futures
SOCIAL MEDIA STATISTICS
 AUSTRALIA – NOVEMBER 2012
1. Facebook – 11,755,640        11. Yelp - 200,000
2. YouTube – 11,000,000         12. Instagram – 1,175,000 
3. Blogspot – 3,500,000         13. MySpace – 350,000  
4. Tumblr – 3,100,000           14. Reddit – 150,000 
5. LinkedIn – 2,500,000         15. StumbleUpon – 100,000 
6. Twitter – 2,114,000          16. Digg – 50,000 
7. WordPress.com – 3,000,000    17. Foursquare – 53,000 
8. Flickr – 780,000             18. Delicious – 30,000
9. Pinterest - 630,000            socialmedianews.com.au
10. Google Plus – 377,500
Leveraging Social Media to Build Better Futures
Leveraging Social Media to Build Better Futures
Leveraging Social Media to Build Better Futures
Leveraging Social Media to Build Better Futures
Leveraging Social Media to Build Better Futures
Leveraging Social Media to Build Better Futures
Leveraging Social Media to Build Better Futures
Leveraging Social Media to Build Better Futures
THIS IS WHAT'S POSSIBLE
• Who   Gives A Crap
Leveraging Social Media to Build Better Futures
Leveraging Social Media to Build Better Futures
Leveraging Social Media to Build Better Futures
SO HOW DO WE DO IT?
• What's   your strategy?
                                       Organisational
                                         Strategy

                                        Alignment of:
                                       • Vision
                             Social    • Mission
 Comms
                             media     • Objectives
 Strategy
                            strategy
WHAT'S YOUR STRATEGY?
• Whatare your objectives? Make them SMART - Specific,
 Measurable, Achievable, Relevant, Time-bound!

• Who's  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? What's in it
 for them? Just because it's compelling for you doesn't 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
Leveraging Social Media to Build Better Futures
Leveraging Social Media to Build Better Futures
SOCIAL OBJECTS
The Social Object, in a nutshell, is the reason two
people are talking to each other, as opposed to talking
to somebody else. Human beings are social animals.
We like to socialize. But if think about it, there needs
to be a reason for it to happen in the first place. That
reason, that “node” in the social network, is what we
call 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. Don't be afraid to ask them directly, thank them for doing
 it and it's OK to remind them if they haven't 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)?
Leveraging Social Media to Build Better Futures
MOVEMBER ON
 FACEBOOK
Leveraging Social Media to Build Better Futures
Leveraging Social Media to Build Better Futures
Leveraging Social Media to Build Better Futures
Leveraging Social Media to Build Better Futures
Leveraging Social Media to Build Better Futures
HOW SMALL MOVES SMARTLY MADE
     CAN SET BIG THINGS IN MOTION




EDGEPERSPECTIVES.COM/POP
Leveraging Social Media to Build Better Futures
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...
Leveraging Social Media to Build Better Futures
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 authentic
THOUGHTS                           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
Leveraging Social Media to Build Better Futures
David Hood
                                                    t: @DavidAHood
                                                   m: 0413 124 427
                                e: david@doingsomethinggood.com.au

                     DOING SOMETHING GOOD
                     ENABLING COMMUNITIES AND ORGANISATIONS
                            TO BUILD BETTER FUTURES TOGETHER

doingsomethinggood.com.au

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Leveraging Social Media to Build Better Futures

  • 1. LEVERAGING SOCIAL MEDIA TO BUILD BETTER FUTURES GLOBAL SHIFTS CONFERENCE 2012 DAVID HOOD
  • 9. "Complex social problems today outstrip the capacity of any single organization or individual to solve them. We don't need to grow non-profits. We need to grow networks for social change." Alison Fine, co-author of The Networked Nonprofit
  • 10. THE WAY TO MAKE CHANGE, ISN’T TO PUSH AGAINST THE EXISTING MODEL. THE WAY TO MAKE CHANGE IS TO CREATE A NEW MODEL THAT MAKES THE CURRENT MODEL OBSOLETE. ~ BUCKY FULLER
  • 13. SOCIAL MEDIA STATISTICS AUSTRALIA – NOVEMBER 2012 1. Facebook – 11,755,640 11. Yelp - 200,000 2. YouTube – 11,000,000 12. Instagram – 1,175,000  3. Blogspot – 3,500,000 13. MySpace – 350,000   4. Tumblr – 3,100,000  14. Reddit – 150,000  5. LinkedIn – 2,500,000 15. StumbleUpon – 100,000  6. Twitter – 2,114,000  16. Digg – 50,000  7. WordPress.com – 3,000,000  17. Foursquare – 53,000  8. Flickr – 780,000 18. Delicious – 30,000 9. Pinterest - 630,000  socialmedianews.com.au 10. Google Plus – 377,500
  • 22. THIS IS WHAT'S POSSIBLE • Who Gives A Crap
  • 26. SO HOW DO WE DO IT? • What's your strategy? Organisational Strategy Alignment of: • Vision Social • Mission Comms media • Objectives Strategy strategy
  • 27. WHAT'S YOUR STRATEGY? • Whatare your objectives? Make them SMART - Specific, Measurable, Achievable, Relevant, Time-bound! • Who's 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? What's in it for them? Just because it's compelling for you doesn't mean it will inspire them to action. How can achieving you organisational vision help them achieve their personal vision and goals?
  • 28. People don’t buy what you do, they buy why you do it. ~ Simon Sinek
  • 29. ‣ why: belief, motivation or purpose ‣ how: experience or process ‣ what: details of product of service
  • 32. SOCIAL OBJECTS The Social Object, in a nutshell, is the reason two people are talking to each other, as opposed to talking to somebody else. Human beings are social animals. We like to socialize. But if think about it, there needs to be a reason for it to happen in the first place. That reason, that “node” in the social network, is what we call the Social Object. @gapingvoid
  • 33. 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. Don't be afraid to ask them directly, thank them for doing it and it's OK to remind them if they haven't 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)?
  • 41. HOW SMALL MOVES SMARTLY MADE CAN SET BIG THINGS IN MOTION EDGEPERSPECTIVES.COM/POP
  • 43. 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+
  • 44. 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...
  • 46. 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
  • 47. 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
  • 48. 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.
  • 49. 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.
  • 50. • 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
  • 51. • 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
  • 52. •People are becoming more interested in issues and causes, FINAL not organisations - be authentic THOUGHTS 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
  • 54. David Hood t: @DavidAHood m: 0413 124 427 e: david@doingsomethinggood.com.au DOING SOMETHING GOOD ENABLING COMMUNITIES AND ORGANISATIONS TO BUILD BETTER FUTURES TOGETHER doingsomethinggood.com.au