Role of social media for non-profits

Achintya Gupta

The power of social

media

Video

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Story #1 – change.org

01

Change.org

How change.org is

helping NGOs and

promoting citizen

activation

01

Change.org

Start a petition [anybody

can do that]

01

Change.org

Browse petition, sign and

promote the ones you

support

01

Change.org

Ask your Facebook

friends to join the

campaign

Promote the campaign

through Twitter, emails

01

Change.org

See who are your

supporters

As a supporter, discuss

the issue with the

community

01

Change.org

The impact: victories +

citizen empowerment

•

Story #2 – Kiva.org

02

Kiva.org

A micro-financing non

profit organization

Stories of small

entrepreneurs get funded

by the crowd

02

Kiva.org

Browse stories that you

think can create most

impact

The stories are curated

by NGOs working in

developing nations

Lend money

02

Kiva.org

Entrepreneurs are funded

by the crowd

The status bar shows

how much of the needed

fund is left

02

Kiva.org

Impact

•

Story #3 – Make a wish

03

Make a wish campaign

Understanding what is social media

Understanding how non-profits / NGOs are using social

media and social tools [global examples of successful

stories]

Consider this as step #1

What this workshop is about?

•

3. Generate customer data

The new tools of bringing social impact – 3 stories

What is social media? Why is it such a buzz

Social Media for non-profits

What next?

Agenda

•

3. Generate customer data

•

Part II: What is social media

•

Time to distribute the papers!

04

Learning: What is

Social Media

Collaborative media

Power of media shifted

from editors to people

Tools will change, social

behavior will not

Traditional Media Internet Social Media

Print Telephone Radio

Television

Web 2.0

04

Popular social

media platforms

Facebook

Millions of people share

their thoughts, activities

and opinions with their

friends

04

Popular social

media platforms

Twitter

Millions of people

collaborate real time

information

04

Popular social

media platforms

Wikipedia

People collaborate on

knowledge

04

Popular social

media platforms

Blogs

People collaborate on

opinions

04

But that is not all!

Fb, Twitter, YouTube,

LinkedIn, Wikipedia form

a small but well known

part of social media

There are hundreds of

online communities,

focused networks, apps,

forums, UGCs that form

the major chunk

04

Learning: What is

Social Media

Collaborative media

Power of media shifted from editors to

people

Tools will change,

social behavior will

not

Traditional Media Internet Social Media

Print Telephone Radio

Television

Web 2.0

•

Part III: Why is social media

creating so much buzz

•

Let’s play the crowd-sourcing

game

•

How social media has impacted

every aspect of our life

05

News

The power of media has

gone into the hands of

news creators, curators

and citizen journalists

05

Politics

Barrack Obama used

social media to create a

citizen focused campaign

05

Marketing

Queensland Tourism

created the fascinating

‘best job in the world’

campaign with social

media

05

CSR

Pepsi Refresh campaign

crowd-sourced ideas to

refresh the world

The best ideas were

given grants to

implementation

05

Customer Support

Social Tools are being

used to provide quality

support from brand and

users

Comcast uses Twitters

for speedy address to

customer issues

05

Innovation

Dell Ideastorm – ideas for

dell products from

customers

05

Product Design

Threadless gets T-shirt

design from the crowd

Community votes for best

designs which are then

sent to print

Social Media has the power to create great impact on

society

Social Media is collaborative media

Social Media is not just for marketing – the concept has

use cases everywhere

What have we learnt till now

•

3. Generate customer data

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Part IV: Social Media for non-

profits

•

Let’s play the ‘form your club’

game

•

Social

Object

Platform

1

Campaign1

Platform

2

Platform

4

Platform

3

Campaign2

Campaign3

Campaign4

How people

generally think

How people

should think

Social Object: Lifestyle,

Passion, Cause

Platforms: Social

Platforms like Facebook,

YouTube, Blogs, Online

Communities

Campaigns: Ads –

banner, text, TV, Radio;

events, promotions

Adapted from Gauravonomics

06

Social Object

For your social media

efforts to be successful,

you need a core talk-

worthy idea that people

talk about

This core talk-worthy idea

can be a lifestyle,

passion, cause, need,

ambition etc

06

Social Object

Change.org: citizen

activation

06

Social Platforms

Once you decide upon

the social object, you

decide which platforms

fits best to your strategy

06

Campaigns

Aimed at recruiting

people to your platform

Can be ads, events,

promotions etc

•

Social

Object

Platform

1

Campaign1

Platform

2

Platform

4

Platform

3

Campaign2

Campaign3

Campaign4

How people

generally think

How people

should think

Social Object: Lifestyle,

Passion, Cause

Platforms: Social

Platforms like Facebook,

YouTube, Blogs, Online

Communities

Campaigns: Ads –

banner, text, TV, Radio;

events, promotions

06

Examples

Aircel ‘Save Our Tigers’

Social Object: Save the

tiger

Platform: Facebook

06

Examples

Chase Community Giving

Challenge

Social Object: Choose

the best charity

Platform: Facebook

06

Examples

Name: Vote Report

Social Object: Reporting

voting malpratcies

Platform: Ushahidi

06

Examples

Bell Bajao

Social Object: Stop

Domestic Violence

Platform: YouTube

06

Examples

I Change My City

Social Object: Make

Bangalore a better city

Platform: Customized

community platform

•

Pratham Books

Engagement built

around a single

social object –

Promoting reading in

India

Blogs Scribd Flickr

Sound Cloud YouTube

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Part V: Other benchmark

examples

07

Examples

NGO post

Citizen journalism

platform

Readers report and vote

for news

07

Examples

Causes

Members can start their

own causes

Get support in form of

fund raising, petitions and

pledges

07

Examples

WWF – Panda Pages

WWF supporters can

create pages to save

wildlife, places and

promote donations

07

Examples

Vittana

Micro –financing for

student loans

•

What next!

Read good blogs:

Mashable

Techcrunch

Fast Company

Web Strategist – Jeremiah Owyang

The Atlantic

Read books:

Groundswell: Charlene Li

Social Media Marketing: An hour a day – Dave Evans

Research Reports:

2020 Social Slideshare Channel*

Kuliza Slideshare Channel*

Social Technology Quarterly*

*disclosure: I have a past association with these research channels

-Achintya Gupta

•

Thank You

•

Photo credits

http://www.flickr.com/photos/pinksherbet/3370498053/sizes/z/in/photostream/

http://www.flickr.com/photos/aarongilson/5419905792/sizes/m/in/photostream/

http://www.advantageconsultingservices.org/resources/seedling.jpg

http://learnthat.com/files/2009/03/non-profit-association1.jpg

http://socialmediamarketingmadeeasy.co.nz/wp-content/uploads/social-media-prism.jpg

http://1.bp.blogspot.com/_if82LIq2I00/SRMk22YIU4I/AAAAAAAAA2c/eEYbNExNbaU/s400/IMG_6610.JPG

http://thesocioartist.files.wordpress.com/2010/08/prada-spring-summer-2009-womens-ad-campaign.jpg