The Social Web for Skeptics (or, Using the Social Web for Social Change)
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Transcript of The Social Web for Skeptics (or, Using the Social Web for Social Change)
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The Social Web for Skeptics
…or, Using the Social Web for Social Change
Sunday, October 17, 2010
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Lauren Bacon• Online Strategist
• Volunteer
• Nonprofit Technologist
• Skeptic
Sunday, October 17, 2010
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We’re going to look at:
• What does “Web 2.0” mean, anyway?
• How does the Social Web work?
• 5 effective strategies for facilitating social change movements online
• DIY self-assessment exercise
Sunday, October 17, 2010
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Web 2.0 is Human(s).
Sunday, October 17, 2010
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Sunday, October 17, 2010
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No wonder we’re overwhelmed.
Let’s talk about the strategies behind the tools.
Sunday, October 17, 2010
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Face your fears
• Loss of control
• One more to-do
• Unknown & unpredictable
• Transparency
• More noise, less signal
• Flash in the pan trend
Sunday, October 17, 2010
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Drilling Down:What fuels the web?
Code • Graphics • Widgets
Storytelling • Conversation • Sharing
Function • Meaning • Delight • Evolution • Humans!
Sunday, October 17, 2010
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1:200
Sunday, October 17, 2010
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Chances are, you need more humans on your
side & working for you.
Sunday, October 17, 2010
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Web 1.0 ➞ Web 2.0How Did We Get Here?
Sunday, October 17, 2010
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The Way We Were
• Old way = One-way
• Traditional media & communications were all about broadcasting, top-down, “experts.”
Photo courtesy of ralphbijker on Flickr
Sunday, October 17, 2010
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Space defined by Media Owner
Brand in control
One way / Delivering a message
Repeating the message
Focused on the brand
Entertaining
Company created content
Space defined by Consumer
Consumer in control
Two way / Being a part of a conversation
Adapting the message/ beta
Focused on the consumer / Adding value
Influencing, involving
User created content / Co-creation
COMMUNICATIONS
MEDIA SOCIAL MEDIA
Source: Neil Perkin, “What’s Next in Media: How Social Media Changes the Rules for Good” http://neilperkin.typepad.com
Web 1.0 vs Web 2.0
Sunday, October 17, 2010
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Adapted from: Monte Lutz, “The Social Pulpit: Barack Obama’s Social Media Toolkit” http://edelman.com
The Social Web = Cross-Influence
Conversation Talk
Top-Down
Bottom-up
“Consumers”
Influencers
Donors
Members
Media (online & offline)
Employees
Government
Academics
Sunday, October 17, 2010
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In 10 words or less…
• Web 1.0 is about publishing.
• Web 2.0 is about participation.
Sunday, October 17, 2010
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Technology Open/InteractivePlatforms
People
How does the social web work?
Sunday, October 17, 2010
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Technology minute:Let’s turn it over to
Professor Wesch.
Sunday, October 17, 2010
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The Machine is Us(ing us)
Source: Michael Wesch, Anthropology Program at Kansas State University
Sunday, October 17, 2010
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Key Takeaways
• Links are currency
• Separating form & content
• Sharing, reusing, remixing
• Collective wisdom
• This is a human phenomenon
Hat tips: Beth Kanter, Alexandra Samuel & Rob Cottingham.
Sunday, October 17, 2010
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Humans online:How do we build trust?
Sunday, October 17, 2010
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The Ladder of Engagement
Source: Monte Lutz, “The Social Pulpit: Barack Obama’s Social Media Toolkit” http://edelman.com
Sunday, October 17, 2010
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• What are the actions you want your community members to take?
• How do offline actions map to online ones?
The Ladder of Engagement
Sunday, October 17, 2010
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5 Effective Strategiesfor facilitating social change online
Sunday, October 17, 2010
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“The desire to be part of a group that shares, cooperates, or acts in concert is a basic human instinct.”
- Clay Shirky
1. Listen & Participate
Sunday, October 17, 2010
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1. Listen & Participate
• Listen to
• influencers
• your “audience” / community
• others in your sector
• Research & data collection
Sunday, October 17, 2010
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1. Listen & Participate
• Collaborate with allies
• Build coalitions
• Comment on blogs & articles
• Join the conversation where it’s already happening
Sunday, October 17, 2010
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Sunday, October 17, 2010
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1. Listen & Participate
• Find the insiders who care - “grasstops” / “community champions.” (We will talk more about these people shortly.)
• The long tail of public policy
Sunday, October 17, 2010
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9 1 90
Every community has super-users – high authority, highly active
Know who they are
1. Listen & Participate
Source: Neil Perkin, “What’s Next in Media: How Social Media Changes the Rules for Good” http://neilperkin.typepad.com
Sunday, October 17, 2010
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2. Storytelling
“The truth about stories is, that’s all we are.”
- Thomas King
Sunday, October 17, 2010
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2. Storytelling• What are the stories that influence change?
Look for stories with…
• Emotional impact
• Personality
• A vision of a better world
• Successes, statistics, momentum
• Especially online, we crave connection.
Sunday, October 17, 2010
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Sunday, October 17, 2010
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2. Storytelling
• How & in what form are they best told?
• Videos/Podcasts
• Photos
• Blog posts
• Interactive tools
• Consider multiple/combined media
Sunday, October 17, 2010
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2. Storytelling
Source: The New York Times, “Geography of a Recession” http://www.nytimes.com/interactive/2009/03/03/us/20090303_LEONHARDT.html
Sunday, October 17, 2010
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Sunday, October 17, 2010
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2. Storytelling
• Users want to remix, so make it easy for them to share.
• Bookmark, tweet, post to Facebook, Slideshare, etc.
• Creative Commons licenses vs copyright
• Platform independent (mobile, RSS, etc.) - think “small pieces, loosely joined”
Sunday, October 17, 2010
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3. Knowledge Sharing
“One part anarchy, one part aristocracy, one part democracy, one part monarchy” – Jimmy Wales on the Wikipedia Community
“In the past you were what you owned. Now you are what you share.” – Charles Leadbeater
Sunday, October 17, 2010
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3. Knowledge Sharing
• Sharing stuff of value to others leads to authority, recognition, attribution
• What you can share that will create maximum value for your community members?
Sunday, October 17, 2010
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Sunday, October 17, 2010
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3. Knowledge Sharing
• Media advocacy: Connect with journalists, bloggers, engaged citizens
• "The media" isn't unified anymore; citizen journalism is on the rise, and as the tools of the news become ubiquitous, getting your message out is a more complex matter.
Sunday, October 17, 2010
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Sunday, October 17, 2010
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• Blogger outreach: Find the online influencers and connect with them.
• Cultivate these connections the way you would traditional media contacts (but less formal)
3. Knowledge Sharing
Sunday, October 17, 2010
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3. Knowledge SharingParticipatory culture:
“The architecture of the internet...is such that users pursuing their own ‘selfish’ interests [refining open source software; downloading music; voting for content they like on social bookmarking sites] build collective value as an automatic byproduct.”
– Tim O’Reilly, What is Web 2.0: Design Patterns & Business Models for the Next Generation of Software, Sept 30, 2005
Sunday, October 17, 2010
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Sunday, October 17, 2010
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3. Knowledge Sharing
• Web 2.0 takes social capital to a whole new level & blows the power & potential scale of personal & organizational networks wide open.
Sunday, October 17, 2010
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3. Knowledge Sharing
• The Wisdom of Crowds…
• creates & polices Wikipedia (crowdsourcing)
• decides what sites become popular
• determines which stories, videos, etc. go viral
Sunday, October 17, 2010
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4. Fundraising & Revenue Generation
“Communities already exist. Instead [of building your own online community], think about how you can help that [existing] community do what it wants to do.”
- Mark Zuckerberg
Sunday, October 17, 2010
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4. Fundraising & Revenue Generation
• Fundraising (and sales, too) has always been about building relationships.
• Web 2.0 is all about relationships, too.
Sunday, October 17, 2010
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• Kiva.org:
• $11 million out in loans, from over 113,000 people
• that’s an average loan of under $100
• Mobile giving raised over $35 million for Haiti earthquake relief(Source: Huffington Post: http://www.huffingtonpost.com/2010/02/02/35-million-given-to-haiti_n_446872.html)
4. Fundraising & Revenue Generation
Sunday, October 17, 2010
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• Lessons from Obama:
• 3 million donors made a total of 6.5 million donations online, adding up to more than $500 million.
• Of those 6.5 million donations, 6 million were in increments of $100 or less; the average online donation was $80.
• The average donor gave more than once.(Source: The Washington Post: http://voices.washingtonpost.com/44/2008/11/20/obama_raised_half_a_billion_on.html)
4. Fundraising & Revenue Generation
Sunday, October 17, 2010
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• So…the amounts may be small, but if you can hit critical mass, the number of donations can multiply the effect significantly.
4. Fundraising & Revenue Generation
Sunday, October 17, 2010
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5. Community Building & Social Networking
• Social networking isn’t just about Facebook, MySpace, LinkedIn, Ning, etc… some groups are creating their own online communities.
• It also includes lobbying & online activism.
• MoveOn/Avaaz
• Human Rights Campaign
• Greenpeace: Green My Apple
Sunday, October 17, 2010
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• Advocacy tools
• Community blogging
• User profiles & connections
• Contests
• Mobile
5. Community Building & Social Networking
Sunday, October 17, 2010
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Haiti Earthquake Relief via SMS
Sunday, October 17, 2010
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Micro-volunteering
www.beextra.orgSunday, October 17, 2010
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Micro-volunteering
www.beextra.orgSunday, October 17, 2010
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• Creating an online community takes major resources – and critical mass.
• Participating in existing communities must come first.
5. Community Building & Social Networking
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• It all boils down to providing maximum value to your community members.
• How can you make it worth their while to create YAFP (Yet Another [umm…] Profile)?
5. Community Building & Social Networking
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1. Listen & Participate
2. Share Stories
3. Knowledge Sharing
4. Fundraising & Revenue Generation
5. Community Building & Social Networking
Hat tips: Beth Kanter, Alexandra Samuel & Rob Cottingham.
Let’s recap those 5 strategies.
Sunday, October 17, 2010
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Take a phased, iterative approach.
Source: Monte Lutz, “The Social Pulpit: Barack Obama’s Social Media Toolkit” http://edelman.com
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Don’t ignore the basics.
Your web strategy cocktail should include:
• One part web presence
• One part one-way (e.g. email, advertising)
• One part social
(Adjust quantities to taste.)
Sunday, October 17, 2010
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But also…
• Risk making mistakes & learn from them
• Iterate, measure, refine - and try again
Sunday, October 17, 2010
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The tools must support the mission.
• Not everyone needs every tool.
• Where are your community members? (The data might surprise you.)
• Select the tools that support your mission.
Sunday, October 17, 2010
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When we come back…
• Crawl, Walk, Run, Fly: What stage are you at?
Sunday, October 17, 2010
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Crawl, Walk, Run, Fly:What stage are you at?
Sunday, October 17, 2010
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Remember “crawl, walk, run”?
Sunday, October 17, 2010
![Page 68: The Social Web for Skeptics (or, Using the Social Web for Social Change)](https://reader033.fdocuments.in/reader033/viewer/2022052523/5550d05fb4c905f2318b4d47/html5/thumbnails/68.jpg)
• What are the outcomes you want to achieve?
• How successful are the tools you’re using now? (And what metrics are you using?)
• Do you have the basics covered?
Remember “crawl, walk, run”?
Sunday, October 17, 2010
![Page 69: The Social Web for Skeptics (or, Using the Social Web for Social Change)](https://reader033.fdocuments.in/reader033/viewer/2022052523/5550d05fb4c905f2318b4d47/html5/thumbnails/69.jpg)
www.raisedeyebrow.com
@laurenbacon@raisedeyebrow
Please keep in touch.
Sunday, October 17, 2010