+Social Good Final Document

8/12/2019 +Social Good Final Document

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+Social GoodDistrict 13 PR

Kristen WildenSpenser ShamoBeki WinchelMarcus EllisonKimberly Webb

Shelby Hintze


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Executive Summary 2External Environment 5Industry 7+SocialGood 9Social Media Presence 11Campus Considerations 17Summit Background 19Promotions 25Share of the Market 28Competition 30R e s o u r c e s 3 3SWOT Analysis 35Potential Audiences 39Situation Analysis 41The Probortunity 43Goals & Objectives 45The BIG Idea 47Publics 50Budget & Calendar 79Communication Conformation Table 84Ta c t i c s 9 0

table of contents


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executive summary


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Introducing students to +SocialGood through the Better World Equation

In order to bring the student publics to the +SocialGood community, weve created a campaignthat centers on the Better World Equation, which speaks to the heart of +SocialGoods mis-sion: to create meaningful and measurable action This executive summary will briefly explain

our research and probortunity, the campaigns theme and our publics Lastly, we will mention

our strategies and tactics along with evaluation measures Each element of the campaign highly

flexible in execution and budget

Research and Probortunity: Social Innovation v Social Entrepreneurism As +Social-

Good doesnt want to be just another TED brand, we examined the current social media profiles

and engagement within the +SocialGood community as well as the external environment ofsocial entrepreneurs and students This included social media analytics, student research, dis-

cussions and trends at the NYC Social Good Summit, and interviewing Todd Manwaring, directo

of The Ballard Center for Economic Self Reliance We structured our campaign ultimately aroun

more than just social innovation +SocialGood needs to reach students who have a drive to be

social entrepreneurs, ones who see the worlds most pressing issues and dont stop innovating

until those issues are solved Ultimately, we realized there will be to way to initiate real, measur-able action unless +SocialGood is able to capture and maintain both student membership and

student engagement in the community

Campaign Theme: The Better World Equation Our theme highlights the very core of

+SocialGoods mission: to make meaningful action throughout the world In order to do this, we

have implemented the Better World Equation:

You +SocialGood = A Better WorldHow will you be part of the equation?

This equation is highly customizable, as we show within each of our publics through our strate-

gies and tactics

executive summary


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Publics: Students, Department Heads and Donors In order to effectively reach students,

weve divided up student publics by self-interest and major, including business/entrepreneur

students, science students, technology students, and liberal arts students (which includes both

communications and education ) Weve also included department heads in order to secure a

solid, lasting +SocialGood presence on each campus and encourage even more meaningful,

measurable action Lastly, although we do not include donors as a specific public, we do include

donor funding in our goals and objectives By following this strategic plan, +SocialGood will be

able to present success milestones to prospective donors in order to secure the funding this

community needs

Strategies, Tactics, and Evaluation Measures: In order to make The Better World

Equation produce engagement and action among student publics, we created strategies and

tactics that: introduce and engage students interpersonally, through booths, summits and net-

working events; introduce and engage students through the use of digital media platforms such

as Instagram and Twitter; and connect the two strategies together through the use of digital

campus ambassadors, which will help build +SocialGood on campuses nationwide Along with

our strategies and tactics, our evaluation measures are also three-fold We use tools and analyt-

ics in order to measure the number of joins, likes, etc and then correlate them with engagement

numbers as well as measured action (such as summits and ventures) to ensure the ultimate goal

of the community is met

executive summary


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external environment


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Social entrepreneurship and innovation are growing trends in the social space, with both individuals acompanies becoming more involved with a wide variety of projects Many philanthropists and nonprorganizations are working on action items that are more innovative, and many social entrepreneurshventures are gaining traction However, it hard for many social innovators to communicate their ide

effectively and gain the necessary awareness, understanding and action necessary to become large-

scale The +SocialGood community, as explained further below, has active followers, influential partn

and a social standing, which places it in a position to be the catalyst for action on many social good idea

Because +SocialGood is worldwide, each individual no matter the place, poverty, or political standing

able to use and benefit from idea sharing These companies and foundations help to secure +SocialGoodeconomic and political standings Philanthropists want to be assured they are contributing to a caus

that truly supports everything +SocialGood claims Current events show that more and more people a

engaging themselves in the cause for humanity, and the younger generations are growing increasingl

more interested and involved with social good initiatives The +SocialGood community is not just a pl

for idea sharing and worldwide connection, it is a space where technology and ideas combine to creat

something that can change the world

external environment


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industry


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Social Innovation v. Social Entrepreneurship:

Social innovation refers to the new set of strategies and ideas that meet social needs of all kinds - fro

education to clean water - in order to strengthen society Although many equate social innovatiowith social entrepreneurship, Ashoka explains social entrepreneurship as individuals with innovative s

tions to societys most pressing social problems They are ambitious and persistent, tackling major soci

issues and offering new ideas for wide-scale changes Rather than leaving societal needs to the govern

ment or business sectors, social entrepreneurs find what is not working and solve the problem by changi

the system, spreading the solution, and persuading entire societies to take new leaps Arguably, one o

the biggest differences between the two is the action resulting Entrepreneurs will not rest until the solutis created, implemented, and proven successful to their goal(s)

Since social entrepreneurs are foundationally more innovative than traditional philanthropists an

nonprofit organizations, the use of technology and new media is high Both social innovators and soc

entrepreneurs rely on new technologies and media in order to both create solutions and then grow th

programs created so wide-spread social good can occur

There are many organizations in the social innovation and entrepreneur industry Organization

like TED Talks (discussed in competition) have grown to massive popularity in the past several years, a

many organizations such as Ashoka, Peery Foundation, World Bank, Skoll Foundation and the Soci

Venture Network are leaders in the growing field of social entrepreneurship

Many universities and colleges have created social innovation and entrepreneurship programs

centers and events for the growing number of students interested in social good For example, BYU

Ballard Center for Economic Self Reliance hosts a robust social entrepreneurship program, with clas

es, student-led projects and global internships Yale, Berkeley, Northwestern, University of Michigan a

University of Pennsylvania also have some of the top recognized social entrepreneurship programs in th

nation These programs are gaining both in recognition and involvement

industry


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+socialgood


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The +SocialGood community is growing in size, reputation and competence as technology advanceand more people are able to participate Below is an in-depth look at specific social media platformas well as an overview of The Social Good Summit and history of the +SocialGood community The undlying theme is unfortunately the same as it is for many social entrepreneurs: although this community h

the potential and power to become a great force for social action and change, awareness is lowered due t

confusion about the general goal of this community, making it hard to reach and motivate key audiences

become active members The community is thriving with many social entrepreneurs, nonprofits and phil

thropists However, the community has not been able to break into the university student demographi

Several influentials have pledged funding if this group becomes an active part of the communityHistory of +SocialGood

The United Nations Foundation partnered with Mashable, Ericsson, 92Y, Bill & Melinda Ga

Foundation and United Nations Development Programme to put on The Social Good Summit 2012 Th

summit featured 188 speakers over three days all discussing social innovation and the use of both tech

nology and new media in the use of social impact The Summit was viewed by people in 150+ countri

in over 50 native languages 50 thousand people viewed the live stream, and there were 523 million im

pressions on Twitter using the Summit hashtag, #SGSGlobal There were also individually-held meetu

in 300 cities throughout the world After these summits, Global Conversations was created to answer th

request of summit attendees; they wanted a space to meet and engage with other social entrepreneurs so

they could take action on their various projects Much of this community (a precursor to +SocialGood)

its conversations outside of the walls of 92Y were captured on Tumblr The +SocialGood community w

formed after listening to early community members and exists to benefit those members so more than ju

inspiration can be taken from the various outputs of the community

+socialgood


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social media presence


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In order to be a member of the community, users sign up with their email, create a profile and connetheir social platforms to their account This makes sharing more convenient and likely The +SocialGocommunity has a blog, which contains both posts by the team as well as guest posts by various communimembers Members are encouraged to both write and share blog posts across social media platforms as

well as sharing about events, all earning the potential for their profiles to be featured on the commun

leadership board

As seen in the various growth statistics below, the community received quite a boost from Th

Social Good Summit in NYC There were also several blog posts written not only from sponsors such

Mashable, but from attendees (both in person and via livestream ) However, these blog posts were nopublished in the community, nor even picked up by the community In fact, upon asking one of the auth

- a journalism student in Australia - if she had heard of the community, she responded that she didnt kn

it existed, but was excited to sign up and share



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Twitter

+SocialGoods Twitter account had 6,814 followers on September 17, 2013 and grew to 8,402 followers

October 8, 2013 However, according to statuspeople com only 71 percent of those followers are activreal accounts Most tweets are about +SocialGoods posts, promotions, summit or partner informatio

While posts about various speakers and social ventures are shared and those profiles tagged, most tweets

come back to the website or summit There isnt much other engagement with followers, in Twitter ch

or with mentions The account also does not share any other information, including retweets about soci

good initiatives not directly connected to the program or summit While the +SocialGood team does

want to establish themselves as a news source, a generally accepted guideline on Twitter is the 80/20 ruleaccounts are to share 80 percent of informative information, links and tweets not directly related to th

businesses or organizations, while only 20 percent are tweets are promotional



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Google+

+SocialGoods page on Google+ had 291 followers as of September 17, 2013 and 326 followers as of O

tober 8, 2013 However, the last post was made on August 10, 2013 and hasnt been updated since LikTwitter, posts are directly related to the official communitys website or The Social Good Summit

LinkedIn

+SocialGood has a group on LinkedIn, but it is a private group requiring potential members to apply

approval The group had 69 members as of September 12, 2013 and 72 members as of October 8,2013

but not many conversations In fact, the last active conversation was September 2, 2013 The social medteam does not place a high priority on this platform However, as both the +SocialGood program and th

summit attract many business owners interested in philanthropy and social entrepreneurism, Linked

could be used as a powerful platform for finding a variety of professionals



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Pinterest and Instagram

+SocialGood had 50 pins on their Pinterest profile spread across five boards as of September 12

2013, with a total of 60 followers By October 8, 2013, 175 pins are spread out over six boar(120 of those pins are on The Social Good Summit 2013 board ) All boards are about an aspect o

+SocialGood instead of more general and shareable social innovation ventures There is practica

ly no engagement on Pinterest in the form of likes and repins, and many of the pins are uploade

without proper links Simply put, potential publics that click on these pins will not click throug

the individual ventures site or +SocialGood community This serves to miss many opportunities

further action and participation Many people are sharing photos on Instagram under #socialgood - 7,221, in fact - bu

these are a variety of photos not specific to the organization or summit As far as +SocialGoo

official hashtags, #plussocialgood had six posts and #2030NOW had 27 posts on Instagram as o

September 12, 2013 By October 8, 2013, #plussocialgood contains 16 posts, #plussocialgood

summit has one post and #2030NOW has 2,700 posts There is no specific call to action to shar

visual media with these hashtags on either Pinterest or Instagram The only mention of an offici

hashtag is Mashable posting #2030NOW as the official summit hashtag and encouraging peopl

to use it September 22 - 24, 2013, which has resulted in an exponential amount of sharing, as seen

by the growth within one month



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campus considerations


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We spoke with Todd Manwaring about +SocialGood and its desire to be part of collegecampuses Aaron has asked Todd if the center can get involved, but hasnt talked to himsince May (Aaron spoke at the TEDxBYU event)

Two ways he believes the UN Foundation can work with BYU:

1 Through academics: network with certain foundations/donors/etc that need student involve-

ment on projects (think internships)

Pros: More solid (and long-lasting) force

Cons: Need to jump through university regulations, etc

2 Through non-academics: can create a club, with a faculty advisor

Pros: student-led, more freedom than academics

Cons: Not tax-exempt, club involvement will wax and wane



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summit background


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As mentioned above, the theme for this years summit was #2030NOW and local to global communication was the key +SocialGood as a part of the Summit hopes to connect people and solveproblems across the globe Though this is very admirable, it is also too broad, especially at this beginninstage Measurable results and campaign improvements will come with a narrowed focus They asked

the question, Where are we trying to go by 2030 and how can digital tools help us get there? Speake

ranged from 15 year olds talking about cancer, to thoughts from an astronaut, to how Vampire Diaries ca

influence youth outreach The tone used in the past has been thoughtful, funny, high impact and even

irreverent at times However, they expected challenges and solutions to be presented To help everyone

at the summit monitor progress, technology was the key in sharing and keeping on track with goals Lasyear over 100 countries signed up to meet and some hoped for this number to double They want everyon

thinking long term and the General Assembly wanted to know the goals of the current generation

A big part of this years summit are Keynote Listeners; using world leaders to listen to whats being e

pressed at the summit This changes communication from one direction to a dialogue One impressive

topic in this years summit was the massive online open course, or MOOC, which is free and where eac

session will be inspired by something at the summit Such an idea could possibly contribute to the othe

364 days outside the summit

summit background


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The Bill and Melinda Gates Foundation said this conference is about building towards 2030 Its abo

young people and not just something for world leaders to decide Through social media, the conversatio

can come from the bottom-up where everyones voice is heard A goal they had for the summit is walkin

away keeping a strong focus on the Worlds poorest people They want to know what is working in villag

They want to know which problems to confront (poverty, hunger, sickness) and which solutions to driv

Another goal was to expose todays leadership with ideas and solutions from ground leaders

Ericsson, a business-to-business company, believes mobility and broadband drive change They predict

that in a few years 90% of the population will have access to mobile communication This means healt

care and other services will be available via such devices They also believe that network society com

munication will be primarily video

+SocialGood hoped to inspire a big movement to go beyond the summit and stay engaged throughout th

year Carolina gave examples from Brazils efforts in hosting social good seminars and events They hop

there will be a long lasting positive social change in the World as an outcome

summit background


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summit background

Social Media Analytics

The following pictures are screenshots of social media analytics These results were agrigated usingthe program NUVI The program recorded data from September 22nd-September 25, 2013


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summit background


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summit background

When Ian Somerhalder, RYOT and

Pete Cashmore took the stage,

#2030Now reached #3 nationwide on

Twitter

When Ambassador Powers took the

stage, #2030Now reached #5 nation-wide on Twitter Interestingly, when

will i am spoke, #2030Now didnt

break the top 10


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promotions


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Here is a sampling of the articles:

United Nations foundation

http://www unfoundation org/news-and-media/press-releases/2013/instacorps htmlMashable

http://mashable com/social-good/

http://mashable com/sgs/

92nd Street Y

http://www 92y org/search/searchsite aspx?cx=012119752604554558021%3A57j81hkc52s&cof=

FORID%3A9%3BNB%3A1&ie=UTF-8&q=social+goodEricsson

http://www ericsson com/thecompany/events/social_good_summit_2012_957590549_c

http://www ericsson com/news/120809_social_good_summit_244159018_c

United Nations Development Program

http://www undp org/content/undp/en/home/search html?q=social+good

General Articles

http://goodmarketco blogspot com/2013/05/social-good-connecting-global html

http://www newsday com/business/social-good-summit-partners-launch-socialgood-to-connect-global

communities-around-technology-and-social-media-for-social-change-1 5355297

http://www theroot com/blogs/grapevine/charity-meets-social-media

http://www prweb com/releases/2013/8/prweb11063831 htm

promotions


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share of the market


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+SocialGood has a good control of their market They recently sold out the social good summi

and brought in some of the top opinion leaders such as Ian Somerhalder and RYOT, Bill and

Melinda Gates, Mashable, 92nd Street Y and Al Gore The summit reached as high as the No 4

trend on Twitter in the United States during Ian Somerhalders speech They also trended during

the speech of Ambassador Power reaching as high as No 5 in the United States They held 120

of their meetups around the world during that same week discussing the 2030NOW campaign

Mashable streamed 15 of those events They are unique in their approach and their goals giving

them little direct competition for the social good market

share of the market


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competition


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TED

TED stands for Technology, Entertainment and Design TED is a nonprofit organization, which seek

to bring people together to share and spread ideas globally under the slogan, Ideas Worth Spread-

ing TED helps connect ideas to make things happen across the world TED spreads ideas in many

different ways such as TED Conferences, TED Active, TED Global, TED Youth, TED Women, TED

lows, TED Talks and TEDx TED Conferences and Talks are conducted through a live stream TED Liv

memberships allow people to watch conferences and talks throughout the world as long as they have an

Internet connection TED focuses on a global approach Many people started using TEDx to enable loca

communities to experience TED-like events Those events are solely organized by individuals and occu

in Brazil, China, Singapore, Romania, Spain, Columbia, Canada and United States just to name a few

Anyone can organize TEDx events after obtaining a license

competition


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Social Innovation Summit

The Social Innovation Summit is a private, two-day summit, which discusses social transformatio

and business innovations for nonprofit organizations, governments and corporations This summit work

to investigate solutions and catalyze inspired partnerships through technology, international developmen

and business The Social Innovation Summit was held in New York City and had more than 500 attendee

this year Attendees included Fortune 500 corporate executives, venture capitalist, government leaders

nonprofit heads, foundation heads and social entrepreneurs Last year, the Social Innovation Summit invi

ed 94 guest speakers from successful sectors such as Bring Change 2 Mind, Google, Uweza Foundation

and Olympic gold medalists to discuss topics such as overcoming global challenges, building relationshipand maximizing social impact Some of the key partners included JP Morgan, Landmark Venture, Unite

Nations Office for Partnerships, Edelman, PWC, Bill and Melinda Gates Foundation, Verizon and Mic

soft

Innovation Enterprise

Innovation Enterprise organizes various summits throughout the year The summits bring in experts from different industries to share ideas and innovations, which are crucial in the global market Inovation Enterprise focuses on several key business areas including big data, analytics, finance, strategy

and operations Guests can attend in person or view a live stream One of the summits is called, Big Dat

Innovation Summit It was held in Boston from September 12 to 13 There were more than 800 attendee

and 80 guest speakers from organizations such as GE Energy, Pinterest, Groupon, WolframAlpha and

CERN This summit provided workshop where attendees interacted with industry leaders

competition


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resources


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swot analysis


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swot analysis

strengthsSupport and sponsors

-UN Foundation-Bill and Melinda Gates Foundation-Mashable

Flexibility: This program is not set instone so there is some opportunity forexperimentation and trial

Positive reputation of UN Foundation

Focus on social media

weaknessesUnclear vision of +SocialGoodCompetition: TED, etc

No unified message of+SocialGood - coupled withthe many goals, messages ofpartnering and participatingorganizations

opportunitiesAdditional funding upon reaching collegestudent demographic

Intersection of technology and social goodappeals to younger demographics

College students are more likely to donatetime

Good format to inform students of worldproblems and to provide them opportuni-ties to get involved--they dont just watcha video about a problem, they have a

chance to get involved

threatsNot being able to distinguish+SocialGood from competition, otherorganizations

A potential to only create awarenessthrough the platform, not inspiring realaction

Using pop culture influentials to bring in ayounger audience


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potential audiences


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According to our contacts at the UN +SocialGood is looking to reach university publics these publiccan include the following We feel this is a great demographic to reach becasue according to theBureau of Labor Statistics, Individuals with higher levels of education engaged in volunteer activities

higher rates than did those with less education Among persons age 25 and over, 42 2 percent of college

graduates volunteered, compared with 17 3 percent of high school graduates and 8 8 percent of those

with less than a high school diploma ndividuals with higher educational attainment were more likely

volunteer for multiple organizations than were those with less education

Computer ProgrammersComputer programmers, from the ages of 18-25, active in the world of open source projects could be

very interested in the projects proposed by +SocialGood These programmers are looking to enhance the

world through open source projects by combining their forces to make resources available for anyone o

the internet to use They feel open source projects gives them a sort of autonomy to work on what the

want, when they want to This is similar to the autonomy offered by +SocialGood in their summits wh

can focus on a variety of topics They are known to spend hacknights with each other to best accomplistheir goals in groups They are influenced by other developers as well as respected programmers and

technologists such as the late Steve Jobs They are active on blogs and Twitter

potential audiences


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Entrepreneurs

Another public could be college students seeking an entrepreneur degree, ages 18-25 These students are

looking to build their resumes and their contacts for future businesses They want to be involved in the ne

big thing and seek such innovation in order to build their own companies around those ideas They wou

be key in keeping long-term engagement through promoting their accomplishments and future donation

They need capital in order to start a company, which may also be obtainable through +SocialGoods con

tacts

EngineersEngineering majors in their sophomore, junior or the first half of their senior years between 19-24 years

age are looking for capstone projects These projects will build their resumes and demonstrate the skill

that employers will be looking for Having the UN on their resume from their participation with +SocialG

could be very attractive They are also interested in furthering technology At BYU the department ha

been involved in several green projects, such as energy producing playgrounds and electric cars These

projects match some of the goals of +SocialGood

potential audiences


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Communications

Communications majors, ages 18-25, are looking to become the future leaders and voices of

America. They work to shape the policies that will create a better world and company. They are

interested and studied in the current issues of our day. They strive to make relationships happen

and would be a good source of promoting local summits and projects. +SocialGood provides an

environment for them to have their voices heard and to make a name for themselves nationally

and internationally.

Department headsThe department heads of each individual college are looking to provide their students with the

best learning environment and one that will provide them opportunities past graduation. They are

opinion leaders and infuentials among the college students. Many require and approve capstone

projects to graduate which +SocialGood can help provide. They too continue to present studies

and advance technology in the world. +SocialGood could provide them with the resources they

need for their research. An example of this BYUs International Studies department is headed byJeffrey F. Ringer.

Activists around college campuses

Politically and socially active citizens around college campus, ages 35-50, are also looking to pus

forward society They tend to be more liberal in political leanings and are socially conscious The

would be interested in the credibility that the +SocialGood name can provide to their movement

and could keep meetups consistent in the area among the ever changing population

potential audiences


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situation analysis


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+SocialGood is a global community where people share ideas and visions through technology and new

media It hosted an event called The Social Good Summit in New York from September 22th to 24th, 201

One hundred and forty five speakers shared creative ways to make the world a better place through new

media and technology They held 120 of their meetups around the world discussing the 2030NOW theme

The masses make their voices heard through social media to make an impact on the leaders of compa-

nies and the world through +SocialGood Many donors have supported +SocialGood and their summmi

including UN Foundation, Bill and Melinda Gates Foundation and Mashable In order to build and maint

sustainable reputation and branding, +SocialGood needs to reach out to university students Universit

students want to be involved in the next big thing and seek the necessary resources in order to build theiown companies around those ideas Many are looking to enhance the world according to their chosen ca

reer path and to build their resumes and demonstrate the skills that employers will be looking for Havin

the UN on university students resume from their participation with +SocialGood could be very attracti

+SocialGood is a great format to inform students of world problems and to provide them opportuniti

to get involved in the community There are willing donors waiting for +SocialGood to tap the univer

student market By doing so, Social Good Summit will solidify its standing as the most resourceful aninnovative program for social good in the world

+SocialGood has the ability and resources to expand and reach many people However, it mustovercome the lack of connection and communication to college students +SocialGood is a new channeand has yet to attract new publics such as university students In fact, many students are not aware of

+SocialGood blogs and other social media channel where students can get involved +SocialGood has the

opportunity to connect donors with the students, who have the time and talents to make a difference in th

world

situation analysis


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the probortunity


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goals & objectives


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To increase engagement among both community members and potential members

To increase engagement on +SocialGoods blog by 5 percent in six months and 10 percent in one

To increase university campus summits by 5 in six months and 15 in one yearTo increase social media conversation by 15 percent in six months and 25 percent in one year

To translate online engagement to offline action

To gain large two donors in six months and four in one year

To establish a +SocialGood presence on 20 campuses in six months and 50 in one year

To increase projects on college campuses from zero to five in six months and five to ten in one ye

goals & objectives

1

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Note: The success of the campaign will be evaluated by a threefold approach, which includes basic numb

as likes and follows in the community as well as on social media, but then takes that data and correlates i

action measurements, to assure the campaign is successful for the ultimate goal: to create lasting action t

+SocialGood This correlation evaluation approach consists of three measurements:

1 Numbers of likes and followers on social media profiles as well as numbers of new student members t

community

2 Numbers such as retweets, favorites, repins, shares, +SocialGood blog posts and blog post comments

track engagement and sentiment on social media and in the community

3 Numbers of student groups, summits, projects and other ideas that are being turned into action (for ex

contests in which a student connects with a venture or a success story of funding given to turn an idea in

reality )

By creating monthly correlation reports, we can see the actual action among our publics This will also c

any tendency to pump up superficial numbers such as followers and likes, and instead use them to solve

ortunity of +SocialGood


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the BIG idea


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You = A Better WorldThe Better World Equation

The +SocialGood community is unique among social entrepreneurship and innovation:while there are several groups and summits that inspire people in the realm of socialgood, +SocialGoods main focus is on measurable action that results from community inter-

actions While many people are inspired by The Social Good Summit, +SocialGood allows

attendees to join and find other individuals, companies and projects they can work together

with to accomplish a variety of objectives, including solutions to womens problems, human

rights violations, environmental and other issues facing our society today

In order to highlight the strong call to action the +SocialGood community creates, The

Better World Equation will be the foundation of our communication campaign The message

is simple: You +SocialGood = A Better World We want all audiences, especially students, to

feel empowered to be a part of the equation for social good by partnering both with the com-

munity as well as community members to achieve actionable results

For example, an engineering student at UCLA can partner with Uncharted Play to work

on improving Soccket and other energy-harnessing innovations The equation would be as

follows:

= Light for AllHow will you be a part of the equation?

Brought to you by

the BIG idea


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This can be highly customizable and will resonate well with students throughout universities

both nationally and globally; students will not only be able to be recognized for their ideas and

work, receiving additional opportunities and experience, but will also be able to be a part of the

solution to change their world for the better

These equations can also be customized for the particular entrepreneur, company or

donor looking to make a difference, as it will help them attract the younger generations with a

powerful call to action

You +SocialGood = A Better World Brought to you by The Social Good Summit,

+SocialGood is a community where you can meet other influencers and innovators building

the solutions we need to change the world in a number of fields Come to be inspired, stay to

create action that will change your world for the better

Note: You +SocialGood = A Better World is also highly adaptable to the +SocialGood com-

munity By modifying the signup process to include age, school vs professional status and

searchable interests, community members not only can join and create a profile, but can alsomore easily find others with similar interests and plans For example, students will be able to

use the community to find professionals and companies with which they would like to intern or

work for, and potential donors can more easily find students with the ideas and talent to solve

social issues in a variety of fields Similar models exist throughout various online dating sites

(as referenced at The Social Good Summit) along with several internal and external social

media platforms By modifying user profiles, +SocialGood can increase engagement betweencommunity members and increase the amount of social action that will result from this commu-

nitys efforts

the BIG idea


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publics

50

Messages Strategies Tactics


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Entrepreneurs and business students

University students, ages 18-25, involved in either business major or clubs These students

are looking to build their resumes and their contacts for future businesses They want to

be involved in the next big thing and seek such innovation in order to build their own companies

around those ideas They would be key in keeping long-term engagement through promoting thei

accomplishments and future donations They should also be interested in social entrepreneurship

They are highly motivated by the desire to do good for their communities and the world They ne

capital in order to start a company, which may also be obtainable through +SocialGoods contacts

They are influenced by other social entrepreneurs who can offer them insights and advice They

will provide the needed leadership and planning expertise for local +SocialGood Summits and are

possible candidates for digital campus ambassadors to help create a +SocialGood community

on their campuses They also provide special expertise on the social entrepreneurial side to help

create a better world

entrepreneurs and business students


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Primary Message: Entrepreneur/Business students +SocialGood = experience, networking and

making a difference

Secondary messages:

A recent study by the Ewing Marion Kauffman Foundation puts the average cost of startin

a new business from scratch at just over $30,000

Even if you dont get a business coach at first to help you and guide you in your planning

and operation, get someone who is objective and outside of your business you can rely on

for nitty gritty business advice and to hold you accountable to getting results (Brad Sug-

ars, founder and chairman of ActionCOACH)

Contreras-Sweet says your network should include your personal confidential network, li

a good lawyer, accountant and marketer, along with friends and people wholl give you a

discounted rate until you grow your business Also network with what Contreras-Sweet ca

disciples of change--people whore talking about and promoting your product and thus

spreading the word about your company

You can create your network while still in your job, getting involved in organizations tha

clude your target customers (Read more: http://www entrepreneur com/article/218067#ix

zz2j4QgQvoM)



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Strategies and Tactics

1 To motivate entrepreneur/business students to become a part of and engage with +Social-

Goods online community through interpersonal communication Have a booth at the universitys summit where students can learn more about how they

can be a part of the +SocialGood community, including writing blog posts and connecting

with +SocialGoods social media profiles Using laptops and WiFi at the booth will also

allow students to join the community on the spot Booths manned by Digital Campus Am-

bassadors

Have booths in student centers at universities where students can learn more about how

they can be a part of the +SocialGood community, including writing blog posts and con-

necting with +SocialGoods social media profiles Using laptops and WiFi at the booth wil

also allow students to join the community on the spot Booths manned by Digital Campus

Ambassadors

Create signage for the universitys summit which includes the events hashtag along with

+SocialGoods website and social media feeds, including a QR code that students can

use to join the community easily Have screens showing tweets throughout the summit,

and have the emcee share top posts and activity in between the speakers, highlighting the

community

Send regional guest speakers to special lectures for business clubs on campus to share

more about the +SocialGood cause and have them teach students what they can get out of

connecting with the +SocialGood community online

2 To motivate business students to engage with +SocialGoods community through social media

Using the current point system on the +SocialGood community, motivate business student

to share content from +SocialGood on their personal social media profiles Continue to

highlight students with the most shares by sharing their profiles and current entrepreneuria


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projects in the community via a student spotlight

A contest where students can submit via social media what they are doing in their commu-

nities to better them or a business plan they would like to develop Posts with the most likesgets to present their work/plans at the +SocialGood Summit in NYC

On each social media platform, improve the quality of posts in order to encourage interac-

tion Examples by platform below

Twitter:

- Host a weekly Twitter chat under a hashtag such as #socialgoodtalks Each

week, announce a different topic that will appeal to both entrepreneurs and

students, like how can we use technology to better the world? or how has

technology changed womens rights? Invite +SocialGood influentials and

past Summit speakers to guest host as well and answer community mem-

bers questions

Facebook:

- Use this platform to share videos and articles developed by those in the +So-

cialGood community both from the +SocialGood website and outside, such a

personal blogs or venture sites (Most posts should feature a picture, video,

link or other form of media--the more visual, the better )

- End posts with questions to encourage commenting and discussion

LinkedIn:

- Draw upon the weekly Twitter chat and ask 1-2 engaging questions in the

+SocialGood

- Include posts and shares of current ventures and projects along with how

students are getting involved

- Add summits to the +SocialGood LinkedIn page as products of the commu

nity, so viewers can not only get a sense of how widespread the summits are,



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but also get involved in local summits as well as obtain information to host

one themselves

- Create boards that are specifically tied to different issues (Education,global warming, diplomacy etc ) and post articles and videos developed by

those in the +SocialGood community

- Create a location board to show where +SocialGood community leaders

are located throughout the world, which link back to the leaders Twitter

profile for additional networking opportunities

Flipboard:

- Edit the current Flipboard magazine to highlight action taken in the +So-

cialGood community, encouraging students to be part of the better world

equation

- Create an additional Flipboard magazine to highlight summits throughout

the world, including student summits Include blog post, Instagram pictures

and tweets

- Create a Flipboard catalog to showcase gifts that give back This catalog

can hold all items in ventures throughout the world that not only inspire,

but also help to fund action globally

Google+:

- Host a Google Hangout with influentials in the +SocialGood community

as well as past Summit speakers In the weeks leading up, have students

submit videos explaining why they should be on the chat Five or six

winners will get to participate in the chat and ask questions to the special

guest Each Google Hangout will be On Air for all to view live as well as

recorded and posted on the +SocialGood blog and LinkedIn group for

additional viewings



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President ObamasHangout drew 130,000questions beforehandand widespread viewer-ship With the popularityof +SocialGood celebri-ties such as Ian Sommer-halder, students will beeager to participate andengage, leading to morechances for action

Instagram

- Create an official +SocialGood Instagram account and feature communi-

ty members, projects and ventures 3-5 times a week--including student

leaders Features will be done through sharing a picture of the member or

project along with a description and applicable handles and hashtags, to

not only facilitate finding the features but also to connect students to inno-

vators and entrepreneurs

- Share additional photos taken by the +SocialGood social media team, as

well as pictures during summits

- Encourage use of the community hashtag (#2030now or #betterworld)

for all students and regularly search for pictures under those hashtags to

engage with through likes and comments


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3 To encourage business students to connect with technology, liberal arts and science students at

their universities via social media and interpersonal communication

Feature students on +SocialGood community site (This is He wants to create Herehow you can connect to work together) at universities to encourage connection among

students with different skill sets to put ideas into action

Host networking events to allow students to connect in order to implement ideas

4 To encourage students to plan summits at their universities through campus ambassadors

Department heads can announce it and look for students who want the extra experience,

and they can be responsible for getting the information out (fliers, announcements, etc ) acan also organize summits at their university

Create a video that takes the viewer through the summit experience--planning and execu-

tion Strong appeals to self-interests-This looks good on a resume! Make connections!

Create an online toolkit for student summit planners This should include all the informat

they need to plan a summit while still allowing them to be creative and connect the summ

with their campus culture Share on social media

Host planning summits for campus ambassadors--virtual or in person

Continue highlighting advisors and projects on website, but add another tab for ambassa

dors and have their profiles as long as theyre actively doing it--plus offer them spotlight

Flipboard or on the blog, if they want to write something cool about their campus or what

going on That way, theyll have more for their portfolios as well as highlighting them to i

vators and donors--which could mean an internship or job

Give the campus ambassadors t-shirts illustrating the +SocialGood mission and designati

them as someone to ask for questions regarding involvement as well as bettering the worl

5 Educate students on the capstone project opportunities made possible by +SocialGood through

social media and interpersonal communication



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technology students

Technology students

Students involved in technological degrees such as computer programming and engineeringmajors of all types from the ages of 18-25 These students will be interested in advancingtechnology for the good of society in small group settings or as a community Some examples

include engineering students at BYU that created merry-go-rounds which generated power for

schools in Africa and open source computer engineering communities These projects could also

be part of their academic curriculum as a capstone project These projects will build their resumes

and demonstrate the skills that employers will be looking for Having the UN on their resume from

their participation with +SocialGood will be very attractive These projects also match some of th

goals +SocialGood desires to accomplish They are influenced by innovators of our time like the

late Steve Jobs and others in their communities They will provide the needed technological ex-

pertise to create a digital community when combined with business or liberal arts students Their

expertise also provides innovation and creativity to help solve education issues and other online

social ventures

Have students create business plans, proposing social entrepreneurial innovation, as part

of a curriculum Then submit those plans to +SocialGood donors, who fund one or more of

the projects

Create an online toolkit that outlines what students need to include in their proposals to

appeal to donors--what donors are specifically looking for


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technology students

Primary Message: Technology students +SocialGood = innovation and support

Secondary messages:

Bill Gates is a partner with +SocialGood and one of the biggest names in computer engi-

neering

During the 2011-2012 school year, more than 220 students declared a computer science

majora 25 percent increase from the previous high, during the 2000-2001 academic

year (Ryan Lytle from US NEWS http://www usnews com/education/best-colleges/arti-

cles/2012/07/12/computer-science-continues-growth-on-college-campuses

Whether you want to uncover the secrets of the universe, or you just want to pursue a

career in the 21st century, basic computer programming is an essential skill to learn

Stephen Hawking

I want to put a dig in the universe (Steve Jobs)

According to a study conducted by Georgetown University when experienced technology

students unemployment rates fall from 8 25 to 4 6 percent and median earnings increase

by $30,000


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technology students


1 To motivate technology students to become a part of and engage with +SocialGoods online

community through interpersonal communication

Have a booth at the universitys summit where students can learn more about how they




bassadors



necting with +SocialGoods social media profiles Using laptops and WiFi at the booth will


Ambassadors



use to join the community easily Have screens showing tweets throughout the summit,

and have the emcee share top posts and activity in between the speakers, highlighting the

community

Send regional guest speakers to special lectures for technology clubs on campus to share

more about the +SocialGood cause and have them teach students what they can get out of

connecting with the +SocialGood community online

2 To motivate technology students to engage with +SocialGoods community through social me-

dia

Using the current point system on the +SocialGood community, motivate technology stu-

dents to share content from +SocialGood on their personal social media profiles Continue

to highlight students with the most shares by sharing their profiles and current


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A contest where students can submit via social media what they are doing in their commu-

nities to better them or a business plan they would like to develop Posts with the most likes

gets to present their work/plans at the +SocialGood Summit in NYC

On each social media platform, improve the quality of posts in order to encourage interac-


Twitter:






bers questions

Facebook:


cialGood community both from the +SocialGood website and outside, such apersonal blogs or venture sites (Most posts should feature a picture, video,



LinkedIn:


+SocialGood- Include posts and shares of current ventures and projects along with how


- Add summits to the +SocialGood LinkedIn page as products of the commu

nity, so viewers can not only get a sense of how widespread the summits are,

technology students


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one themselves

- Create boards that are specifically tied to different issues (Education,

global warming, diplomacy etc ) and post articles and videos developed

by those in the +SocialGood community

- Create a location board to show where +SocialGood community lead-

ers are located throughout the world, which link back to the leaders

Twitter profile for additional networking opportunities

Flipboard:

- Edit the current Flipboard magazine to highlight action taken in the

+SocialGood community, encouraging students to be part of the better

world equation

- Create an additional Flipboard magazine to highlight summits through-

out the world, including student summits Include blog post, Instagram

pictures and tweets

- Create a Flipboard catalog to showcase gifts that give back Thiscatalog can hold all items in ventures throughout the world that not only

inspire, but also help to fund action globally

Google+:

- Host a Google Hangout with influentials in the +SocialGood commu-

nity as well as past Summit speakers In the weeks leading up, have

students submit videos explaining why they should be on the chat Fiveor six winners will get to participate in the chat and ask questions to the

special guest Each Google Hangout will be On Air for all to view live

as well as recorded and posted on the +SocialGood blog and LinkedIn

group for additional viewings

technology students


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they need to plan a summit while still allowing them to be creative and connect the sum-

mit with their campus culture Share on social media


Continue highlighting advisors and projects on website, but add another tab for am-

bassadors and have their profiles as long as theyre actively doing it--plus offer them

spotlights on Flipboard or on the blog, if they want to write something cool about their

campus or whats going on That way, theyll have more for their portfolios as well as

highlighting them to innovators and donors--which could mean an internship or job

Give the campus ambassadors t-shirts illustrating the +SocialGood mission and desig-

nating them as someone to ask for questions regarding involvement as well as bettering

the world

5 Educate students on the capstone project opportunities made possible by +SocialGood

through social media and interpersonal communication

Have students create business plans, proposing social entrepreneurial innovation, as

part of a curriculum Then submit those plans to +SocialGood donors, who fund one or

more of the projects



technology students


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science and health students

Science and health students

University students working towards a masters or PhD, ages 21-28 They will have a good foun-

dational knowledge of health principles and practices These students are very service oriented

and looking to help others They are interested in curing the ills that affect our society and would

be interested in the resources that +SocialGood could provide in terms of experience and proj-

ects They are very intrinsically motivated The expertise provided by these students will help

+SocialGood and its partners to solve the medical problems in the world They can also help to

provide innovation and creativity in other scientific ventures such as energy

Primary message: Science students +SocialGood = A higher quality of life for all

Secondary messages:

People with the most means whose needs for health care are often less consume the

most care, whereas those with the least means and greatest health problems consume the

least Public spending on health services most often benefits the rich more than the poor in

high- and low-income countries alike (World Health Organization)

Over 100 million people annually fall into poverty because they have to pay for health care

(World Health Organization)

Insufficient recognition of the human dimension in health and of the need to tailor the heal

services response to the specificity of each community and individual situation represent

major shortcoming in contemporary health care, resulting not only in inequity and poor soc

outcomes, but also diminishing the health outcome returns on the investment in health ser-

vices (World Health Organization)

I swear by Apollo Physician and Asclepius and Hygeia and Panacea and all the gods and

goddesses, making them my witnesses, that I will fulfill according to my ability and judgme

this oath and this covenant I will apply dietetic measures for the benefit of the sick accord-

ing to my ability and judgment; I will keep them from harm and injustice (Hippocratic Oa


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1 To motivate science and health students to become a part of and engage with +SocialGoods

online community through interpersonal communication





bassadors





Ambassadors



use to join the community easily Have screens showing tweets throughout the summit,and have the emcee share top posts and activity in between the speakers, highlighting the

community

Send regional guest speakers to special lectures for clubs on campus to share more about

the +SocialGood cause and have them teach students what they can get out of connecting

with the +SocialGood community online

2 To motivate science students to engage with +SocialGoods community through social media Using the current point system on the +SocialGood community, motivate science and

health students to share content from +SocialGood on their personal social media profiles

Continue to highlight students with the most shares by sharing their profiles and current


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A contest where students can submit via social media what they are doing in their commu

nities to better them or a business plan they would like to develop Posts with the most like

gets to present their work/plans at the +SocialGood Summit in NYC

On each social media platform, improve the quality of posts in order to encourage interac


Twitter:






bers questions

Facebook:

- Use this platform to share videos and articles developed by those in the +So

cialGood community both from the +SocialGood website and outside, such personal blogs or venture sites (Most posts should feature a picture, video,



LinkedIn:


+SocialGood- Include posts and shares of current ventures and projects along with how


- Add summits to the +SocialGood LinkedIn page as products of the comm

nity, so viewers can not only get a sense of how widespread the summits are



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one themselves







Flipboard:



world equation



pictures and tweets



Google+:









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3 To encourage science and health students to connect with business, liberal arts and technology

students at their universities via social media and interpersonal communication

Feature students on +SocialGood community site (This is He wants to create Heres

how you can connect to work together) at universities to encourage connection among





and they can be responsible for getting the information out (fliers, announcements, etc ) an

can also organize summits at their university



Instagram













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Have students create business plans, proposing social entrepreneurial innovation, as

part of a curriculum Then submit those plans to +SocialGood donors, who fund one or

more of the projects



Create an online toolkit for student summit planners This should include all the informa

tion they need to plan a summit while still allowing them to be creative and connect the

summit with their campus culture Share on social media


Continue highlighting advisors and projects on website, but add another tab for am-

bassadors and have their profiles as long as theyre actively doing it--plus offer them

spotlights on Flipboard or on the blog, if they want to write something cool about their

campus or whats going on That way, theyll have more for their portfolios as well as

highlighting them to innovators and donors--which could mean an internship or job

Give the campus ambassadors t-shirts illustrating the +SocialGood mission and desig-

nating them as someone to ask for questions regarding involvement as well as bettering

the world

5 Educate students on the capstone project opportunities made possible by +SocialGood

through social media and interpersonal communication


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Liberal Arts

Education and communications majors, ages 18-25 Both are looking to create a better

future through leadership and instruction They work to shape the policies and educate

others to create a better world They are interested and studied in the current issues of our day

They strive to make relationships happen and would be a good source of promoting local sum-

mits and projects There are many +SocialGood initiatives focused on education +SocialGood

provides an environment for them to have their voices heard and to make a name for them-

selves nationally and internationally These students add expertise for leadership and organi-

zation much like business students and could be considered as digital campus ambassadors

They can also help to provide needed ideas and work for the partners of +SocialGood to better

the education system and promote the campaign of +SocialGood

Primary Message: Liberal arts students +SocialGood = A louder voice and the building blocks

of the future

Secondary messages:

I thought that words and books and pens are more powerful than guns (Makala

Yousafzai, one of the +SocialGood Summits guest speakers)

Education is the most powerful weapon which you can use to change the world (Nel-

son Mandela)

Oedb org said, Earning a degree in communications equips students with the interper-

sonal, written, and verbal skills employers rank as their most desired employee qualities

(http://oedb org/careers/communications/)

According to Princeton Review, education is top five and communications is top eight

college majors (http://www princetonreview com/college/top-ten-majors aspx)

liberal arts students


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1 To motivate liberal arts students to become a part of and engage with +SocialGoods online

community through interpersonal communication





bassadors





Ambassadors



use to join the community easily Have screens showing tweets throughout the summit,and have the emcee share top posts and activity in between the speakers, highlighting the

community

Send regional guest speakers to special lectures for clubs on campus to share more about

the +SocialGood cause and have them teach students what they can get out of connecting

with the +SocialGood community online

2 To motivate liberal arts students to engage with +SocialGoods community through social me-dia

Using the current point system on the +SocialGood community, motivate science and

health students to share content from +SocialGood on their personal social media profiles

Continue to highlight students with the most shares by sharing their profiles and current


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A contest where students can submit via social media what they are doing in their communiti

to better them, write blog posts and create engagement with their campus on social media The

most engaged student receives an all-access pass to interview speakers and write promoted bloposts at the +SocialGood Summit in NYC

On each social media platform, improve the quality of posts in order to encourage interaction

Examples by platform below

Twitter:

- Host a weekly Twitter chat under a hashtag such as #socialgoodtalks Each wee

announce a different topic that will appeal to both entrepreneurs and students,like how can we use technology to better the world? or how has technology

changed womens rights? Invite +SocialGood influentials and past Summit

speakers to guest host as well and answer community members questions

Facebook:


cialGood community both from the +SocialGood website and outside, such aspersonal blogs or venture sites (Most posts should feature a picture, video, link

other form of media--the more visual, the better )


LinkedIn:

- Draw upon the weekly Twitter chat and ask 1-2 engaging questions in the +So-

cialGood

- Include posts and shares of current ventures and projects along with how stu-

dents are getting involved

- Add summits to the +SocialGood LinkedIn page as products of the commun

so viewers can not only get a sense of how widespread the summits are,



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one themselves







Flipboard:



world equation



pictures and tweets



Google+:









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3 To encourage liberal students to connect with business, health and science and technology stu-

dents at their universities via social media and interpersonal communication

Feature students on +SocialGood community site (This is He wants to create Heres

how you can connect to work together) at universities to encourage connection among





and they can be responsible for getting the information out (fliers, announcements, etc ) an

can also organize summits at their university




Instagram













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Have students create business plans, proposing social entrepreneurial innovation, as part o

a curriculum Then submit those plans to +SocialGood donors, who fund one or more of th

projects

Create an online toolkit that outlines what students need to include in their proposals to ap

peal to donors--what donors are specifically looking for


Create an online toolkit for student summit planners This should include all the informatio

they need to plan a summit while still allowing them to be creative and connect the summit

with their campus culture Share on social media


Continue highlighting advisors and projects on website, but add another tab for ambassa-

dors and have their profiles as long as theyre actively doing it--plus offer them spotlights

Flipboard or on the blog, if they want to write something cool about their campus or what

going on That way, theyll have more for their portfolios as well as highlighting them to in

vators and donors--which could mean an internship or job

Give the campus ambassadors t-shirts illustrating the +SocialGood mission and designatin

them as someone to ask for questions regarding involvement as well as bettering the world

5 Educate students on the capstone project opportunities made possible by +SocialGood through

social media and interpersonal communication


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Department heads

The department heads of each individual college are looking to provide their students withthe best learning environment and one that will provide them opportunities after they grad-uate They are opinion leaders and influentials among the college students Many require and

approve capstone projects to graduate which +SocialGood can help provide They too continue

to present studies and advance technology in the world +SocialGood could provide them with

the resources they need for their research An example of this BYUs International Studies de-

partment is headed by Jeffrey F Ringer Department heads will provide leadership for capstone

ventures provided by +SocialGood and make sure they obtain desired results They will also

provide foundational stability for the +SocialGood community as students graduate and new

digital campus ambassadors are selected

Note: Although our campaign is mostly student-based and centered on organic growth, the

long-term success of +SocialGood presences on campuses requires the support of various

department heads from universities nationwide Therefore, we have combined student-driven

projects and opportunities with student-run activities, summits and other ideas

department heads


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department heads

Primary Message: Department heads +SocialGood = a hands-on education and credibility

Secondary messages:

By using hands-on instruction, educators are fostering the 21st century skills that stu-dents need to be successful: critical thinking, communication, collaboration, and creativ

ity Hands-on activities encourage a lifelong love of learning and motivate students to

explore and discover new things (Bass, et al ) (http://www raft net/case-for-hands-on-

learning)

According to the Georgetown study, with experience recent graduates unemployment

rates fell from 8 14 to 5 05 percent and their median income rose $23,000Strategies and Tactics

1 To encourage department heads to allow +SocialGood to sponsor capstone projects in their

departments through interpersonal communication

Send +SocialGood reps to meet with dept heads and show the projects and/or resourc-

es available to students

2 To encourage department heads to allow +SocialGood to sponsor capstone projects in their

departments through printed communication

Create information kits to send to department heads outlining opportunities provided b

+SocialGood


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budget & calendar


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budget & calendar


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budget & calendar


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budget & calendar


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communication conformation table


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tactics


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C OPY O UTLINE Information Booth

About +Social GoodInspired by the Social Goods Summit, +SocialGood unites a global com

+Social Good Final Document

Documents

Transcript of +Social Good Final Document