Leveling Web 2.0 for Social Causes
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Transcript of Leveling Web 2.0 for Social Causes
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March 24, 2011
Leveling Web 2.0 for Social CausesAniisu K VergheseNASSCOM Foundation - ConnectIT DayHarnessing Information Technology for Not for Profits
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Disclaimer Due care has been taken while preparing this presentation but the author cannot be held responsible for any misuse or misrepresentation of information. The views expressed in this presentation are those of the author and do not reflect those of the organization he works for. Data for this presentation has been drawn from various sources and is gratefully acknowledged.
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Introduction and Context
Over 12 years in advertising, corporate communication, internal communication
Founder member and President of Friends for Life, a road safety NGO
Partnered with CSR wings at Accenture and i-flex
Connection with social media: Internal Communication Blog – Intraskope
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Friends for Life
World Health Organization website
Media
Partner sites
World Health Organization report
Blog: Roadsense.wordpress.com
Web: http://civic.websitewelcome.com/~fflonlin/anishhome.htm
Online communication kit
Focus: road safety awareness and advocacy
Events
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Non Profit Social Media Landscape
The Non Profit Social Media Decision Guide, 2010
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- 74.2% have a presence on Facebook and 30.9% have one or more social networking communities on their own website. - Twitter is the second most popular, used by 57% of organizations - YouTube is still popular with nearly half (47%) of charities indicating they have a
presence on this social video-sharing site.
Social networking integral to non-profits’ online strategy
2011 3rd Annual Nonprofit Social Network Benchmark Report
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Close to 50% run social media on zero budgets!
2011 3rd AnnualNonprofitSocial NetworkBenchmarkReport
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Of those who spend at least two hours a week on each social media channel, 54 percent reported results we considered a substantial success beyond simple growth in the social media tools themselves—for example, an increase in website traffic,substantive feedback or new volunteers.
The Non Profit Social Media Decision Guide, 2010
Begin small
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Oxfam America raised USD 1,00,000 in 5 days through Facebook Causes after the Haiti earthquake in January 2010.
In contrast, only a fraction of the 1,80,000 organizations on Facebook have raised over USD 1,000
2010 Non Profit Social Media Benchmarks Study
Not everyone using social media is successful
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Making is easy to engage
Basics followed: direct, easy, action oriented
http://www.thebanyan.org/
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Social Media for dialogue and crowdsourcing
Two-way communication, good use of social media tools – podcasts, blogs
Storytelling approach
Blog, RSS
Update sign-ups
http://www.soscvindia.org/
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Build connection and reach
Missing opportunity to:- engage upfront- give clear direction for visitors- take action
http://www.aksharafoundation.org/
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Don’t miss the opportunity to build community
Put the sign-up upfront
‘Find us on Facebook’ link inside ‘Get Involved’ page
Add links to online presence
http://www.christelhouse.org/
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Debunking Social Media Myths
Social Media is expensiveIt takes timeIs meant for business housesRequires significant investmentCan be only done by marketing expertsCan’t be measured
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Online presence ≠ Social MediaWith Social Media comes responsibilityThere is no ‘one size fits all’ strategyWithout your staff aligned you don’t have a
successful storyRemember…..Integrity: Align message and behaviorConsistency: Same message across sites,
mailers, scripts, campaigns, fairs etcTransparency: Be honest and clear, do not
exaggerateResponsibility: Double-check claims.
Social Media Realities
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4 A Social Media Strategy
Absorb
Adopt
Apply
Amplify
• Start a Blog (Blogger, Wordpress, Typepad etc)
• Answer questions on Linkedin
• Integrate your current social media assets; FriendFeed, Socialthing, Plurk
• Listen to conversations, get an RSS Feed: example, Google Reader
• Look up Technorati• Get Google Alerts• Understand social
media tools• View how video
sharing engages
• Join conversations, create content, open up on your events/news, take and post pictures
• Begin Tweeting• Bookmark;
Delicious, Magnolia, Digg,
• Publish perspectives• Monitor and
measure - Blogbulse, Technorati, and TwitScoop
• Partner with search firms
• Register for learning forums, associations, webinars
• Demonstrate leadership
• Collaborate: Wikipedia/PB Wiki
• Advocate social media
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List your causehttp://www.giveindia.org/default.aspx?TPS=RI Get accredited http://www.credall.org.in/ourprogrammes/accredited_organisations.htm Be on Google for Non Profits and Facebook Causeshttp://www.google.com/nonprofits/, http
://www.facebook.com/causes
Simple Tactics That Work
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Final Word
Understand the mediumFocus on basicsBe clear on what you want to
accomplishEstablish deep connection with
your stakeholdersKeep the dialogue going
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Referenceshttp://www.giveindia.org/default.aspx?TPS=RIhttp://www.nonprofitsocialnetworksurvey.comhttp://www.google.com/nonprofits/http://www.facebook.com/causeshttp
://www.slideshare.net/andreavitali/nonprofit-social-media-benchmarks-study-2010
Images:http
://blogs.ebrandz.com/wp-content/uploads/2011/03/social-media-rules-of-engagement-visual.jpg
http://socialmediainfluence.com/wp-content/uploads/2010/09/Social-Media-use.png
http://prebynski.com/wp-content/uploads/2010/02/puzzlegoal.jpg
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Keep in touch
http://in.linkedin.com/in/aniisu
http://intraskope.wordpress.com/
http://twitter.com/aniisu
http://www.slideshare.net/aniisu
http://www.flickr.com/photos/12291313@N05