1. Social Media for Social
Change
Sameer Arora, Ang Li, Pranjal Bhargava, &
Roshan Advani
2. Introduction
SocialChange refers to any significant
alteration over time, in behavior patterns,
cultural values and norms
Social media provides a platform for like
minded people to come together and
initiate change at a faster pace
Shared awareness
3. Is it working?
PROS CONS
•Helps to connect and •Lack of close
unite in a crisis relationship
•Help each other •Weak ties between
regardless of location organization and
•Usurp authoritarian activists
governments •Gap between
•Empowers social awareness and action
activists making them •“Revolution will not
more effective and be tweeted”
cohesive
4. Statistics
94% of online community members said
internet helped them become more
informed on social causes
75%
used internet to participate in online
communities related to social causes
87%
got involved in new causes since they
began participating in an online community
*Digital futures report (2008)
5. Roles of Social Media
Narrowsconsumer options and thus can
make choice simpler
Empowers connective options and thus can
promote relationship formation
Foster communal customization
Democratization of participation
*Social Media for Social Change: A TCR Perspective, Robert V. Kozinets
6. Initiators
The common man
Government
Non profit organizations
For Profit Organizations
7. Arab Spring
Tunisia Snipers
Makeshift hospitals in Syria
“We are all Khaled Said” & Aasma Mahfouz
Social media was shut down in Egypt
Speak2Tweet was launched - 8660 followers in
less than in 24 hours, 1 tweet every 2 minutes
Tweets increase from 2,300 to 230,000 a day
8. Social White House
Dedicated digital team and office of digital
strategy
Tied up with Real Estate website Zillow.com to
educate homeowners about refinancing
“We the People” petitioning tool on
Whitehouse.gov
Google hangout sessions to talk to voters
9. Obama
Open and Participatory administration
US voters trust social media as much as
traditional news outlets
10. Obama
71%of younger voters and 36% of older
voters found social media trustworthy
$ 47 million spent by Obama vs. $ 4.7 million
spent by Romney
2012
campaign extensively used social
media for “Targeted Sharing”
Ranked every voter on 3 things:
Chances of Supporting Barack Obama
Chances of Voting
Chances of being a persuadable thinker
11.
12. Internet and Social Media in China
Users are younger, well educated, and
spend long time online
No Facebook or Twitter access, but has
many equivalents like Weibo, QQ, Renren
Primary use: entertainment (western:
commercial transactions)
But higher use of blogging and more user-
generated content, more interactive,
expressive
17. Social Media and Anti-corruption
in China
Chinese government and officials had little
supervision from media or it’s people
All mass media are government controlled
Corruptionand other problems were only
exposed to and dealt with within the
government
Things changed with the rise of social media
18. Social Media and Anti-corruption
in China
Weibo (China’s Twitter equivalent micro
blog) empowers citizen-vigilante
It
has trained a critical public eye on
people in authority across the country
Many netizens voluntarily participates in the
prowling for evidence of corruption
Some kind of collective intelligence for
games of real life?
19.
20. Process of a new media event
Capture
Internet attention Solution
Incident Publicity
furors of higher imposed
levels
Source: The Internet and Social Change in China - Professor Alan Hunter
21.
22. Was it successful?
Inthe year of 2012, out of 15 anti-corruption
cases widely concerned across the country,
6 were initiated through Weibo, the rest 9
were all widely spread and discussed on
Weibo as well
13 of the 15 cases have been officially
closed with public announced results
23. Purpose of a Non Profit
A non profit exists in order to support a cause and
for the welfare of the community
It
depends on donations and funding to garner
assistance and bring their causes to reality
It’s a system based on belief and communication
The success of the cause is dependent on the
reach and awareness of the organization
24.
25. Leveraging Social Media, attaining
Social Change
•Increased New Donors
Increase
name
•Increased New Volunteers dosomething.org
recognition •Increased Collaborative http://www.youtube.com/watch?v=sH1sEyaDZQ0
Opportunities
Maintain •Increased Repeat Giving
Relationships
with current
•Increased Overall Fundraising Amnesty International
supporters •Increased Repeat Volunteers http://www.youtube.com/watch?v=edD87WazW1A
•Increased New Donors
Share Your •Reduce Donor Attrition
Nonprofit’s
Impact •Increased New volunteers
•Increased New Donorseers
Charity Water
http://youtu.be/KzP0v8cYIyk
•Increased New Donors
Connect
•Increased New Volunteers
With New
Supporters •Increased Collaborative
Opportunities
American Redcross
http://youtu.be/3yufZP-LZrk
26.
27. dosomething.org
@dosomething
Following Impact
2.4 million young people took Increased campaign signups by
action through their campaigns in 590% from 2011 to 2012.
2012. Members collected 1,020,041 pairs
1,425,974 members are doing stuff of jeans for homeless youth through
to improve their communities and our Teens for Jeans campaign.
the world. Our members recycled over 1.2
786,563 mobile subscribers take million aluminum cans through our
action and text us all about it. 50 Cans campaign.
301,390 people like it on Facebook. Our members donated 316,688
592,491 people follow it on Twitter. books to school libraries through our
More the 4.5million video views on Epic Book Drive.
youtube. 67,808 members stood up to
bullying through our Bully Text
campaign.
28. It raised over $250,000 from 10,000 new donors
through the groundbreaking Twestival event which
brought together Twitter communities from all over
the world for fun parties in February 2009.
Charity water is using Pinterest to
showcase the impact they’re having
in the world. They have a “Photo of
the Day” album where they share the
daily impacts their nonprofit is having
on. They show a photo and write a
short caption explaining the story
behind what’s happening.
29. #bigbluetest
3 simple steps engage the user.
Allows user to post their results
on various social media sites
using a customized app.
The message- Exercise, it keeps
you healthy, reduces chances
of diabetes and also help those
in need by providing them with
medicines.
With every test taken and
posted $5 is donated towards
a cause.
30.
31. Each DROP fills the OCEAN
Social
media has empowered people with
the ability to make a difference in their own
capacities
Thereis an increasing trend towards giving
and uplifting the society to make the world
a better place
37. Why did this work
It targets a hot topic and sensitive emotions
It makes the audience feel like they are giving back
Customers like to feel “loved” or at least
“appreciated” by the brand they intend to
purchase
It just doesn’t feel like an ad
38. So what is
Promotion of brands, beliefs or
behaviors that have the opportunity
and ability to make a measurable and
substantial difference in societies. Also
called – “cause marketing” or
“marketing for good”
41. Businesses emerging out of this
Companies like Socialvibe are specialising in
engaging audiences, particularly through
social change channels helping brands such
as: GE, Marriot, Nestle, Microsoft, Visa, Kraft, Nestle, Sony,
Microsoft, Apple, Toyota, P&G, etc
42. What is the goal of this
messaging?
OF COURSE!
True Sincere Real for the
cause
Effective chain of online social media tools and channels through
campaigns, tools, downloads
43. Keep in mind!
Strategic relevance to your brand
Tie up with a non profit:
Colgate smiles facebook app took off
(500,000 shares in 5 weeks) after the tie up
with an non profit
Donations in exchange for people powered
media is cheaper than buying ad space
44. Essentials for a good campaign
Preferably, Seek a
Create a Strong Theme Non-Profit Partner
with Clear Goals That's Active in Social
Media
Humanize your Initiative
Connect the Theme, Target a Well-Defined
Sponsor, and Non- Audience, understand
Profit how they use social
media
45. Conclusion
The printing press, newspapers gave us
recorded knowledge. Social media enables
us to be a producer and access intelligence
in other people.
its not the information age, it’s the age of
networked intelligence.
In a world where sustainability is a rising
concern, transparency demands brands to
become Responsible.
46. Can a Soap prevent 2.1 million children from
dying ?
Can it eradicate diseases such as diarrhoea
and pneumonia in a country with a
population of over a billion?
47. The open world, is bringing empowerment
and freedom. It’s bringing about a big
change. It allows to think big, out of bounds.
That my dear friends, is the power of social
media
Notas do Editor
STAYND BY ME ……………What does the song mean to u?Lyrics of the song lie at the very crux of our topic today – social media for social changeMusicians from around the world collaborating to perform – stand by me. Not just the act of various musicians performing but also the lyrics that sum up the topic for today. ng people together.
Musicians from around the world collaborating to perform – stand by me. Not just the act of various musicians performing but also the lyrics that sum up the topic for today. Shared Awareness – the ability of each member of a group to not only understand the situation at hand, but understand that everyone else does too”Key phrase to note here is over time
Clay Shirky for ProMalcolm Gladwell for Con – The revolution will not be tweeted
Social issues are complex. Social media with its wide dispersion and permanent record of conversations can help narrow options and focus choices. No more door knocking, placards, pamphlets, to collect ppl. Now u can tweet urmsg and ppl can sign a petition with a mouse click or key stroke. Provide information and skills that are more relevant to their audience. L(EXAMPLES)
Are being leveraged by or getting affected by. During our presentation we would like to guide through, how each of these individual groups have initiated social change.
Speak2tweet allowed egyptians to use their cell phones to record messages that can be instantly translated to tweets with #egypt. Tahrir Square(2011)Tunisia and Syria saw a spark in the number of FB Users Facebook to schedule protests, twitter to co-ordinate and youtube to tell the worldKhaled said – posted a video of police sharing drugs of drug bust and was killed. Page had 500,000 usersIn the Tunisian revolution, snipers of the regime were killing unarmed students in the streets. Students took mobile pics, triangulated the location, and sent to friendly military units who’d come in and take out snipers. IT WAS A MILITARY TOOL FOR SURVIVAL! In Syria, if ur injured, an ambulance would pick u, take u to a hosp and u’d come out with a shot in the head. Using twitter and other social tools, 20 somethings made an alternate health care system, so a car would come, pick up the person and take him/her to a make shift hospital.
http://www.youtube.com/watch?v=UuqvcMDqMn8Virtual town hall government using WhiteHouse.gov to crowdsource questions from 300 million constituents and ppl vote to decide which questions he would answer. Don’t have to be an american citizen to be a friend or follower. Visit White House – 97,937 people submitted 103,978 questions and cast 1,782,650 votes
Targeted Sharing – Where you match facebook information with your data and tell someone how many of their friends are undecided voters. 78% of the people amongst who u lobbied would vote for Obama – Jim Messina
Biggest linked brain power450 million ppl using internet75% under the age of 3512% with Bachelor's degree or higherEach user spends 3 hours per day online.
The three kinds of anti-corruptionPolitical corruption: selling a government offiical positionEconomic corruption: accepting bribes and embezzlement“Lifestyle corruption: kept mistresses, owning luxury products, etcAnghttp://www.youtube.com/watch?v=9cra54OI3T8http://www.northnews.cn/2012/1209/997536.shtmlhttp://bbs.tianya.cn/post-free-2741947-1.shtmlhttps://www.youtube.com/watch?v=yo9j-tnfQ8chttp://v.youku.com/v_show/id_XNDUxNjkzNjQ0.html
Guess who is the corrupted one and why?
MAKE IT SHORTBiggest linked brain power450 million ppl using internet75% under the age of 3512% with Bachelor's degree or higherEach user spends 3 hours per day online.No Facebook or Twitter access, but has many equivalents like Weibo, QQ, RenrenPrimary use: entertainment (western: commercial transactions)But higher use of blogging and more user-generated content, more interactive, expressiveAnghttp://www.youtube.com/watch?v=9cra54OI3T8
Ang
What’s the story…Yang Dacai- head of Shaanxi Province’s Safety Supervision Bureau, he was called to the scene of a ghastly bus crash that killed 36 bus passengers. For some reason, he was smiling inanely in a reporter’s photograph of the scene The Smiling Official went viral on Weibo, and infuriated netizens .Within a couple of days, he formally apologized and explained the smile on TVNetizens are not satisfied. Then five photos of him wearing five different luxury watches had been scoured from the Web and posted on Weibo. In total 11 pricey watches were identified.Then luxury suits, luxury belts, luxury eye glasses…Netizens start to “party”: searching for new evidences, making songs and videosYang is currently under investigation by the provincial disciplinary body
They post information directly related to their cause, including facts about teens, helpful links to resources, news stories focused on youth and a variety of direct interactions with their supporters. They started Tweeting in March of 2008, they’ve been able to successfully grow their following to more than 525,000 followers, thus significantly increasing the audience they are able to reach. Additionally, their use of Twitter led Mashable, one of the most popular blogs in the world with a Twitter following of over 2.8 million people, to include them in a list of non-profits on Twitter
More specifically, they have a “Photo of the Day” album where they share the daily impacts their nonprofit is having on people on the other side of the world. They show a photo and write a short caption explaining the story behind what’s happening. Something as simple as one photo coupled with a compelling story can help make supporting your nonprofit much more concrete. Melissa Burmester, a project manager at charity: water, discussed the power that visuals can play in sharing the organization’s impact. “Rather than tell you what it’s like to walk three hours a day for drinking water – we’ll use visuals to show you... When we complete a water project, we report back to the donors with photos and GPS coordinates on Google Maps,” Burmester said. “It’s essential for our supporters to see their impact.” Charity: water’s supporters may not be able to travel to rural Africa, but they can see the impact their donation is having in rural Africa nonetheless.
I will start with the dove campaignhttp://www.youtube.com/watch?feature=player_embedded&v=818if1bkCdoBecause of social media, the reach, impact and engagement magnifiedhttp://www.youtube.com/watch?feature=player_embedded&v=lnOSZX4tpOA
Then I explain the outcome of the campaignStarting at a few thousands on facebook, generated more than 12 million facebook fans & 72,000 twitter followers
Advertising on websites like businessweek and theweek would cost a few 1000s of dollars. But the social media social change initiative brought dove free of cost “Earned media”More than 15 million likes on youtube!
Display of emotions by the ones participating
So what was the social change : For women, beauty is a very sensitive issue, and it affects their confidence, their temperament eventually impacting their workability. Hence this can be seen as a social change that makes happy, a significant portion of the society. Dove did this through combined marketing methods and in efforts to help in elevating the pressure females, of all ages, backgrounds and ethnicity suffer from
Social marketing is the promotion of brands, beliefs or behaviors that have the opportunity and ability to make a measurable and substantial difference in societies. Often thought of as “cause marketing” or “marketing for good”
Coke found a way to promote its 0 calories options.Kraft is in the midst of a "Share a Little Comfort" campaign that offers to donate 1 million boxes of Kraft Macaroni & Cheese to needy families based on the number of messages people share via Facebook and Twitter. The added bonus of such programs, according to Marchese, is that brands can simply redirect some of their media budgets to cover the donations. It can turn out to be cheaper to offer donations in exchange for people-powered media than buying ad space for promotion. So far, more than 23,000 messages have been posted in response to Kraft's effort.Lifebuoy:www.youtube.com/helpachildreach5
Marriot- Make a bed programColgate smiles campaignKraft- share a little comfortDanone- celebrate photos that celebrate the environmentGE (together with BBDO, SocialVibe and SpeedShape) has launched a new digital campaign to get you thinking about the environment with a photo project called Tag Your Green. GE hopes the project will inspire people to share new "green" ideas and connect with others by watching, commenting and uploading photos and videos on Flickr and YouTube.GE will make a donation every time a user uploads a photo of wind, water, or light to Flickr. For every wind photo, 4.5 kilowatt hours of wind energy will be donated to Practical Action; every water photo will trigger a donation of 480 gallons to charity: water; and every light photo will yield 175 hours of solar power to d.light Lighting Oecusse Project.GE's goal is to raise 4.8 million gallons of clean water, 1.7 million hours of solar power and 45,000 kW hours of wind energy.The project is part of GE's 5-year-old Ecomagination campaign, designed to demonstrate how GE is using its resources to help solve some of the world's biggest challenges. And together with Howcast, the project also includes the Ecomagination YouTube Video Challenge, for which 15 popular YouTubers (like iJustine, below) were invited collaborate with their fans and come up with videos that brings the notion of "green" into different locations, contexts and situations. The goal is to reach 10 million views and help charity: water bring clean and safe drinking water to developing nations. The campaign runs until mid-December and with 7 million views already, is well on its way to reaching that goal. This is one of growing number of social good campaigns designed to engage people online and help save the planet. Last week, Change.org held its annual Blog Action Day, where more than5,600 bloggers from all around the globe blogged to raise awareness about around clean drinking water.http://www.youtube.com/watch?feature=player_embedded&v=kvQ_mqui2Bc#!http://www.youtube.com/watch?feature=player_embedded&v=L1OBwaBLGqUhttp://www.ecomagination.com/tagyourgreen/Marriott used SocialVibe to create an engagement for their Make a Bed Program enabling users to make a virtual bed to generate a $2.00 donation to theAmerican Red Cross Disaster Relief
SocialVibe: has enabled brands such as Microsoft, Visa, Kraft, Nestle, Sony, Microsoft, Apple, Toyota, Procter & Gamble, and Macy'sto earn social captial and to reach these highly motivated consumers. (put images of these companies and social vibe and talk of their tie up)Causes:Causes helps passionate people share ideas, find supporters, and make an impact. To get started on Causes, all you need is a desire to make things better. There are two ways you can use Causes:1. Create a campaign. Causes was designed to help drive significant impact - be it influencing a politician, spreading awareness for an important issue, or asking people to commit to taking a stand - through online activities that you create and share. Causes combines 9 different action types in one place, helping you to build a community of supporters who can back you up in a variety of ways.2. Support a campaign. There are plenty of worthy causes out there looking for like-minded supporters. Once you find one that speaks to you, you can immediately get involved. And, just as in the real world, your actions online have the power to influence others. Whether you take a pledge, sign a petition, or respond to a quiz, your actions can be shared on your Timeline.
although the main goal must be generating more sales through enhancing brand image, the execution makes the company seem so true, sincere and even real about the causes they support!through combined marketing methods and in efforts supporting a cause, project concepts, Campaigns/Funds are initiated. tools are created, downloads and even guidebooks to start the conversationCombining an effective chain of online social media tools and channels
, particularly those in low-consideration categories like consumer goods, charities can become a cheap way to get access to the megaphones everyone has in social media. Take Colgate. It created a Facebook application called Smiles that languished for months, with just a few hundred people sharing it. Then it hooked up with SocialVibe to recast the tool to tap into the do-good vibe. The brand offered charitable donations each time users shared Smiles. The result: The widget was shared 500,000 times in five weeks.Kraft is in the midst of a "Share a Little Comfort" campaign that offers to donate 1 million boxes of Kraft Macaroni & Cheese to needy families based on the number of messages people share via Facebook and Twitter. The added bonus of such programs, according to Marchese, is that brands can simply redirect some of their media budgets to cover the donations. It can turn out to be cheaper to offer donations in exchange for people-powered media than buying ad space for promotion. So far, more than 23,000 messages have been posted in response to Kraft's effort.
This is social change being brought about by social media.
Well, check out this campaign!Each year around 2 million children under 5 die from diarrhoeal diseases and acute respiratory infections, such as pneumonia.Handwashing with soap is the single most cost-effective way to prevent diarrhoeal-related deaths and disease, with the potential to reduce deaths from diarrhoeal diseases by almost half and acute respiratory infections by one quarter.