Move the needle!

The Hub SoMaAug. 24, 2010

JD Lasica Founder, Socialbrite.orgjd@socialbrite.org

How to activate your supportersPart of the Mobilize Your Cause bootcamp series

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Tonight’s agenda

6:30 Introductions

6:40 Social media overview

6:50 What drives your organization?

7:05 Campaigns with impact

7:25 12 steps to activate your supporters

8:00 Tools & action hubs for social change

8:25 Summary & next steps

8:30 Reception & spread your message

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Relax!

Creative Commons BY photo on Flickr by Tom@HK

resources: http://bit.ly/mobilize

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Today’s hashtag

Tweet this talk! Hashtag: #hubsoma

Creative Commons photo on Flickrby Prakhar

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Handouts! Be happy!

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Social media by the numbers

77% US adults are frequent social media users.*

141 million active blogs (vs. 12,000 in 2000); almost 1 million blog posts created per day; over 346 million people globally read blogs

6 of top 10 websites in US are social sites (YouTube, Facebook, Wikipedia, Blogger, Craigslist, MySpace)

Twitter: 120 million registered users; 300,000 new users a day; 180 million unique visitors a month

Flickr: 35 million people have posted tagged 4 billion-plus photos

Wikipedia: 10 million users have contributed

YouTube: 2 billion videos streamed per day

Text messages per day: 4.5 billion (vs. 400,000 in 2000)

*source: Nielsen Online, spring 2010

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Facebook: Freaky growth500+ million members worldwide —

62% of US Internet users are on Facebook

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Tweets in real time

popacular.com/gigatweet/

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Twitter fun factsTwitter growth rate: 295% annual increase in U.S.

Highest # of tweets, May 16, 2010 compared with May 16, 2009

*source: http://bit.ly/tweetspercapita

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Before we talk tools, technology or campaigns, what is the animating force behind your actions?

What drives your organization?

Pamela HawleyFounder/CEO, UniversalGiving.org

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Types of campaigns1. Raise awareness for your cause or

enterprise, build authority

2. Sign up new members

3. Raise funds

4. Advocacy: sign petitions

5. Take an action: micro-loans, enlist people to attend an event

6. Find new volunteers or advocates

7. Grow a mailing/newsletter list

8. Attract new Facebook or Twitter followers

9. Ask people to create content on your behalf

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Care2 (if you have $$)Effective advocacy campaigns

Matt Shepard Act to prevent hate crimes

Starbucks helps Ethiopian coffee farmers

Protecting Oregon’sforests

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Campaigns with impact

Equality California: Wedding registry

SMA: Tweet for a Cure

Grassrootsmapping & BP oil spill

charity:water: Website, blog, Twitter, video updates, Google Earth

Greenpeace & Nestlé

Visual storytelling in Middle East

Ric O’Barry, “The Cove”

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No on 8 Wedding Registry1,700 couples raised $1 million+ for Equality California

C A S E S T U D Y

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Spinal Muscular Atrophy

Slide show on Photobucket

C A S E S T U D Y

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Tweet for a Cure2,867 people have tweeted reaching 1.6 million followers

C A S E S T U D Y

http://gwendolynstrongfoundation.org/twitter16

Grassroots MappingBalloon aerial images of Gulf Oil Spill funded by Kickstarter

C A S E S T U D Y

grassrootsmapping.org17

charity:water & Twestival C A S E S T U D Y

http://www.charitywater.org/projects/map/

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Greenpeace & NestléNestlé’s Facebook Page, March 17, 2010

C A S E S T U D Y

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Greenpeace & NestléNestlé Killer microsite

C A S E S T U D Y

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Greenpeace & NestléBoycott Nestlé pages on Facebook

C A S E S T U D Y

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Greenpeace & NestléGreenpeace bought Google AdWords for Nestle & Greenpeace

C A S E S T U D Y

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Greenpeace & NestléNestlé partners with Forest Trust

C A S E S T U D Y

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Visual storytelling campaignsWomen & Memory Forum (Egypt) / Nawaa (Tunisia)

C A S E S T U D Y

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Other campaigns with impact

National Wildlife Federation raised $100,000 using social media after Gulf Oil Spill.

Red Cross’s Text Haiti campaign raised $32 million. Oxfam UK received $50,000 via link in YouTube video posted day after Haiti quake.

Visible Children Scholarship Program: 700 kids in Uganda receiving scholarships & mentoring.

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12 steps to mobilize your cause

1. First, listen and observe. Engage before the Ask.

2. Set clear goals & define metrics 3. Define a clear theme4. Frame it with a personal story 5. Create a simple call to action6. Create a conversation hub for participants7. Give your campaign social love handles8. Consider a mobile component9. Identify & enlist evangelists

10. Create ongoing mini-actions & provide updates 11. Use immediacy: Headlines & deadlines 12. Create real-world events

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1. Create a listening post

Set up a listening post (monitoring dashboard) to track what’s being said about your cause.

Choose from Google Reader, Feedly (left) or Netvibes, supplemented by a Twitter monitoring service.

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2. Set goals, map metricsGoals

Grow email list of supporters

Solicit micro-loans

Increase comments on blog

Increase website visibility

Increase positive mentions of brand or campaign

Have visitors stick around

Make our content more viral

Get people to take action

Attend an event

Metrics to measure

# newsletter, RSS subscribers

Initial, repeat loan rates

avg. # comments/post

increase in traffic or linkback #s

mentions in social networks

stick rate

# of shares

# of petition signatures

# of registrants, year over year

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3. Define a clear themeBoil down your cause to a strong, single sentence

Vittana:Help anyone go to college

Alter Eco:Support fair trade

ActBlue: Elect progressive candidates

DonorsChoose: Support public classrooms in need

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4. Tell a personal storyUse videos or photos — make us feel

invisiblepeople.tv

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5. Create a call to actionInspire people to act with clear, motivating steps

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6. Create conversation hubWhere will you engage with supporters?

Your blog

Facebook

Twitter

Community site (WiserEarth)

Social hub (Change.org)

Contest site (Giving Challenge)

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7. Social love handles Socialize your campaign with plug-ins, widgets

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8. Consider mobile

This American Life: Facebook widget & text to give

GoodGuide.com:

Users can use iPhone app to see if a product is healthy, environmentally friendly & socially responsible.

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9. Enlist evangelists

Use your listening post to identify high-value influencers in your subject area

Establish a rapport and only then reach out

Scope out Twitter Lists that intersect with your company or social cause

Connect with other social media influencers through their blogs and other networks

Twitter followings: @adventuregirl 1.4m @garyvee 853,854 @TOMSshoes 487,109 @AmeriCares 6,380

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10. Create mini-actionsAmerica’s Giving Challenge: Daily winners

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11. Use immediacyHeadlines & deadlines: Play off the news & use a hard stop date

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12. Create offline eventsContests, tweet-ups, fund-raisers to propel real-world gatherings

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Then: Measure, refine, refresh

http://dashboard.imamuseum.org/

Measure results, follow up, recalibrate, relaunch

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Build an active community

here’s an amazing difference between building an audience and building a community. An audience will watch you fall on a

sword. A community will fall on a sword for you.

— Chris BroganAuthor,“Trust Agents”

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Social action hubsCare2

Change.org

Causes

Idealist

TakePart

WiserEarth

Amazee

Causecast

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WordPress & its plug-insOpen Office 3.0Drupal, Joomla & other open source platformsUbuntu Linux OSKaltura for video

Free content! Free resources!

Free software & platforms!

Free photos Free videosFree music & audio

Socialbrite.org/sharing-centerCreativecommons.orgTechsoup

Free expertise!

BarCampPodCampWordCampSocial Media Club

Use the Sharing Economy

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T O O L S

Creative Commons

Creativecommons.org

• Rich source of free commercial & noncommercial images

• Flickr: 156 million Attribution, Noncommercial, No Derivatives & ShareAlike licenses

• Use them for your blog, website, email or print newsletter, presentations, etc.

• Don’t just take. Share!

flickr.com/creativecommons

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Darfur & Google Earth T O O L S

Crisis in Darfur: Using Google Earth

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Google Earth’s historical layers

Historic Centre of Warsaw, 1945 & today

T O O L S

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Google Sidewiki T O O L S

Google Sidewiki at Apple.com

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Do-good widgets T O O L S

Create a widget on Causes.com or create your own

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Word clouds

Wordle.net word cloud of JD Lasica’s tweets

T O O L S

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Online visualizations

manyeyes.alphaworks.ibm.com

Tea Party’s ‘Contract From America’word cloud on manyeyes

T O O L S

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Online visualizations T O O L S

manyeyes Make your story more visual: Former Attorney General Alberto Gonzales’ testimony before Congress.

manyeyes.alphaworks.ibm.com

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Other tools & platforms

Social Actions: Open API enables organizations & bloggers to volunteer or take action on the causes they support, can tailor it to your cause.

The Extraordinaries: Use the power of community for micro-volunteerism in people’s spare time.

OpenStreetMap: Open source “Wikipedia of maps”; community builds own maps using GPS & donated satellite imagery.

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Warning: GatekeepersThe danger of closed platforms

Exhibit 1: Facebook

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Warning: GatekeepersExhibit 2: Apple

Political satirist Mark Fiore was ‘invited to reapply’

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Tools & resources

24 online fundraising sites

Top cause organizations

Free reports

Free photo, music, video directories

Collaboration & project management tools

Geolocation tools

Free tutorials on the best way to use Facebook, Twitter & blogs

How to use mobile strategically

Tons more. All free & shareable.

What you’ll find at bit.ly/mobilize

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Biggest resource: Your supporters

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JD Lasica, Socialbrite.orgemail: jd@socialbrite.orgTwitter: @jdlasica

Pamela Hawley, UniversalGivingemail: phawley@universalgiving.orgTwitter: @pamelahawley

Let’s keep talking

Resources at bit.ly/mobilize

Bookmarks at delicious.com/socialmediacamp/mobilize

Presentation at slideshare.net/jdlasica

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