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Breaking Thru the Clutter:How to Market Your Cause and
Attract New Champions"
#1 Thing You Need to Learn"
Not everyone cares but someone does and knows others who care, too
So why me?
It is wonderful to create. Akira Kurosawa
Everything is changing"Take Away #1
Shaving with a face full of Novocain"
Seven Main Tools"
Exercise Break!
Emotion trumps logic"Take Away #2
(r)evolution"
Compassion sufferingtogether"
Evokes a specific action"
What if you could know about all the worldʼs suffering?"
Focus on specific actions"
Exercise Break!
Powerful stories are the answer"
Take Away #3
Story anchors facts"
Story evokes emotions"
Story inspires action"
Exercise Break!
Tell me how you spent the last $100 to get my next $100 "
Take Away #4
h#p://www.cygresearch.com/burksblog/
Exercise Break!
Give others the tools to tell their story about you"
Take Away #5
Brands need to become platforms on which creative people can build"
Scott Belsky
People give to people"
Exercise Break!
Pop Quiz!
Five Takeaways?"
1. Everything is changing2. Emotion trumps logic 3. Powerful stories 4. The last $100 5. Others tell your story"
Bonus"Content
Seven Main Tools"
Things to Remember"• Youʼre “speaking” in public – everything
you share reflects upon you and your cause#
• Social media requires social skills#• While the financial costs are low, social
media requires a time commitment#• Listen – Share – Learn#
Facebook"
Why Facebook?"• Over 550 million registered users#• 70% outside the US#• Average user has 130 friends and creates 90
pieces of content each month#• Every minute of the day, Facebook users spend
16,203,704 collective minutes on the website#• Largest repository of photos and videos (3 billion
pieces of content shared each week)#
Stay Socially Relevant"
Pages, Not Groups"Pages launched to replace old-style Groups#
Pages : Organizations :: Profiles : Individuals#
Robust tools#• Videos, photos, events, Causes, wall posts,
etc.#• Page analytics help you track interactions#
Op7mizing Your Page
• If you have over 25 who “like” your page, you can register a vanity URL to make it easier to promote (i.e. facebook.com/unicef). Learn more at h#p://www.facebook.com/username/
• Link to other UNICEF pages and your partners’ pages to improve your Facebook search results
• Fill out your Page profile and include URLs to your website and main social media accounts
Twi#er
Why Twitter?"• Over 136 million registered users #• 300,000 new user per day (60% outside US)#• 180 million unique visitors per month & 27 million
tweets per day#• Information network popular with media,
politicians, and celebrities#• Asymmetric relationships (people can follow you
without you following them)#• Twitter can influence offline conversations#
Real-Time Sharing"
4/16/11 55
Optimizing Your Twitter Page"• Complete your profile and link to the one
URL youʼd like people to visit#• Follow individuals and organizations
relevant to your information needs#• There is no “right way” to use Twitter#
Cracking the Twitter Code"• @ is the symbol denoting an account
name (i.e. @uniteforsight)#• RT means “retweet” and is how you can
attribute what someone else tweeted#• OH means “overheard” and is used for
anonymous quotes#• # is called a “hashtag” and allows you to
participate in conversations with others regardless is you are following them or not #
YouTube"
Why YouTube?"• Over 2 billion videos watched per day#• Every minute, 24 hours of video uploaded#• Most users are age 18-55, evenly divided
between male and female#• 51% visit at least weekly#• 52% of 18-34 year-olds share often#
Direct & Indirect Video Sharing"
Flickr"
Why Flickr?"• Over 5 billion images uploaded in total#• 3,000 images every minute#• Active community of enthusiastic users#• Easy for you and other people to use your
photos on websites and blogs#
Photo Sharing"
Blog"
Why Blog?"• One of the original forms of “social media”#• Over 150 million blogs identified#• Recognized and adopted by mainstream
media (NYTimes, The Guardian, etc.)#• Demonstrate your progress and thought
leadership#
Create Conversations"
Short Messaging Service (SMS)"
Why SMS?"• Over half the worldʼs population owns a
mobile phone #• Simple messaging service (SMS) is universal #• Collect data from many people all at once#• Coordinate complex workflows and groups #• Multiple SMS platform options: RapidSMS,
Ushahidi, Text for Change#
On-‐the-‐Go Communica;on
RapidSMS in the Field"• Remote health diagnostics#• Nutritional surveillance#• Community discussions#• “Deputized” data collection#• Registering children in public health
campaigns#
Case Study: h#p://www.rapidsms.org/case-‐studies/malawi-‐nutri7onal-‐surviellence/
Mapping"
Why Mapping?"• Create a common resource for all to use#• Inherently social activity#• Spurs conversation and discussion#• Identify resources, data trends, and needs#
Shared Community Vision"
No matter the tool you use…"
Four Keys to Success"• Be real – disclose
who you are and use your natural voice#
• Stand out – find ways to be memorable#
• Interact – share ideas and make comments#
• Involve – ask readers/viewers for their input#
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