Chelsea AuresKristin MommersAshly Oehrl

SOCIAL MEDIA ACTIVISM

#social4good

What is social good? “A good or service that benefits the largest number of people in

the largest possible way.”

corporations focus more on social responsibility business models expand include more social goods in their day-to-day strategy

INTRODUCTION

#social4good

FIRST EXAMPLES

#social4good

FIRST EXAMPLES

#social4good

Change in public awareness Information circulates freely and quickly

Obtaining information from people in our network More persuasive Word of mouth validation

Immediate impact and urgency Make it personal Allow for immediate action

New technologies change the impact of our communication Ability to act gives us feeling of involvement

SOCIAL MEDIA REDEFINES ACTIVISM

#social4good

Passionate people

Appropriate platforms

Active accounts

Know “Social good” culture

Maintain brand message

Be transparent, energetic, and authentic!

PROPER STRATEGY

#social4good

Peter Jackson GiveCorps

create a platform that makes it fun, easy and rewarding

“Everyday we bring attention to the work organizations are doing in Baltimore through social media and email. Often people don't realize the amazing things that nonprofits are doing in their own backyard. .”

Social media makes giving mainstream

achieve the same collective impact

Network for Good infographic

PROPER STRATEGY

#social4good

@Peter_M_Jackson

Stephanie Dickard at Wide Angle Youth Media The MAGIC Foundation and Road Recovery

promote our programming and events

engage with our community

relationships help build awareness

Be genuine

Find your audience

Great guide: www.nonprofitmarketingguide.com

PROPER STRATEGY

#social4good

@stephbaltimore

Tristan Pollock SocialEarth

gather instantly

two-way conversation

Don't reinvent the wheel,

Be creative

Monitor your success.

Check out Good.is

PROPER STRATEGY

#social4good

@writerpollock

Crowdsourcing Empower the

community

Humane Society’s 2007 campaign to protest Wendy’s “frosty treatment of animals”

CURRENT TRENDS

#social4good

Location, Mobile Apps and Other Experiments Big Love Little Hearts on Foursquare (Mobile App)

@BigLoveLtlHrts The Cove Documentary (Video Widget)

@Covemovie_OPS

CURRENT TRENDS

#social4good

Mobilizing Actions Micro-volunteers and instant projects

Sparked @Sparked

Natural disasters Red Cross – text message donations

@RedCross Crisis Commons - digital map to organize relief groups after earthquake

@CrisisCommonsUK

CURRENT TRENDS

#social4good

Benefiting from Cause Marketing Contests to reward social good organizations

based on votes from social networks

Raise funds and gain brand awareness

CURRENT TRENDS

#social4good

Pepsi Refresh http://youtu.be/82mOYDHQLIU 

CURRENT TRENDS

#social4good

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Cooperation Between Non-profits and Individuals Individuals mobilizing their own social networks

“Free agents” as influencers Shawn Ahmed (@uncultured) The uncultured project: http://www.youtube.com/UP

CURRENT TRENDS

#social4good

CrowdVoice (crowdvoice.org)@CrowdVoice

TOOLS IN USE

#social4good

Kickstarter (kickstarter.com)@kickstarter

TOOLS IN USE

#social4good

Crabgrass (http://crabgrass.riseuplabs.org/)

TOOLS IN USE

#social4good

Slacktivism – passive charitable effortsRather than write a check or volunteer dedicating a Twitter post

or FB status for a daySolution: Occupy Wallstreet

Greenwashingwhen a company promotes social and charitable campaigns to

help its brand image or sell productsSolution: HP

WHAT NOT TO DO

#social4good

Poor AccountabilitySolution: Charity: water

@charitywater

WHAT NOT TO DO

#social4good

DullnessRepetition

DensityHard to find information

Solution to Both: change.org

WHAT NOT TO DO

#social4good

Charity Fatigueaversion to seeing bad newsSolution: Malaria No More (@malarianomore)

WHAT NOT TO DO

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To Mama with Love

BEST PRACTICES

#social4good

BEST PRACTICES

#social4good

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The Uniform Project

BEST PRACTICES

#social4good

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BEST PRACTICES

#social4good

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The Swear Jar

BEST PRACTICES

#social4good

Coming up in the holiday season 60% of non-profits see a boost in donations between November

and December Make social-good campaign festive and holiday specific Be consistent with previous campaign Start early and plan early Offer donations on someone else’s behalf as a gift

WHAT’S NEXT

#social4good

Predictions for the Future Some causes will immediately look to the Internet for exposure

and begin there rather than "on the streets" Local causes becoming national concerns Online replaces direct mail for donations E-events

WHAT’S NEXT

#social4good

CONCLUSION

#social4good