Last week I spoke to a group of 40 students from Saudi Arabia here as a part of Legacy International’s Saudi Young Leaders Exchange Program, sponsored by the Embassy of the United States. I was invited to speak about #socialmedia and how to create a strategy to effect social change. I hope the students learned as much from the presentation as I did from them.
2. It all started with the ice bucket challenge in the
summer of 2014
3. Millions of people around the world dumped buckets of
ice-cold water on themselves to raise money for ALS,
also known as Lou Gehrig’s disease
4. The social media
campaign spread
like wildfire as
people challenged
their friends on
social media to
either do the
challenge or donate
money to the ALS
Association
5. The Ice Bucket Challenge
helped raise over $220
million dollars globally
for ALS
6. Why was the ALS Ice Bucket Campaign so effective?
• It played on the power of video, which is a lot more
effective and experiential than text or photos.
• The campaign coincided with the new Facebook update
that allowed videos to autoplay in peoples news feeds.
• It wasn't ALS who asked people to dump ice on their
heads, it was their friends.
7. The bigger lesson learned from this campaign is
that social media is about people & building
relationships
8. It also showed the world the power that social media had to
drive social change
9.
10.
11. Momentus breaks out into FIVE unique sectors in the fields of:
Faith
Health
Higher Education
Business
Communities
12. We use social media (LinkedIn, Facebook &
Twitter) in all of these sectors to:
● drive website traffic
● build thought leadership for our brands
● drive brand awareness
● increase leads (have new leaders sign up to
join the Momentus Initiative)
13. So, how does one create an effective social media strategy to
drive social change?
19. Do you want to generate
leads?
or increase your membership
base?
Do you want to increase donations
or drive website traffic?
Are you looking for more name recognition and
thought leadership?
20. Clearly define your objectives and write them down. Everything else is
driven from these goals
38. Define your social
media channels.
Each channel has
a specific
demographicFor example:
• “We will use Facebook to tell stories about our organization’s mission to
drive website traffic”
• "We will use Instagram to showcase our organization’s culture to recruit
volunteers”
Create a mission statement for each
social media platform
39. Find your voice and tone
If your brand was a person, what kind of
personality would it have?
41. Decide your posting strategy
• What kind of content will you post?
• How often will you post?
• Who will create the content?
• How will you promote the content?
pixshark.com
46. As you create your content plan, identify which content is going to
drive where...
For example:
50% of your content will drive back to the blog
25% of your content will be curated from other source
20% of your content will drive company content
5% of your content will be HR and culture related
63. Write down
three social
media goals.
Try to use the
SMART
Approach
Don’t make the mistake of just measuring
re-tweets or “likes” - Strive for more
advanced metrics like leads generated &
website traffic referred
64. Track your links using url shorteners (bit.ly,
goog.gl, ow.ly) to track success & reach of
campaigns
67. Remember as you create your social media
strategy, always remain fluid, as your strategy
will constantly evolve
68. Social Media has changed the world, not only in inspiring
leaders around climate solutions and raising awareness &
money for a horrible disease like ALS, but:
• in how we respond to natural disasters (like Haiti
earthquake)
• to help organize protests (“Arab Spring” uprising)
• and even electing presidents (President Obama)
69. More about me (Cindy Frei):
I am a marketing professional with more than 15
years experience building customer relationships
through integrated marketing strategies, which
help businesses or organizations acquire new
clients or deepen relationships with existing ones.
A storyteller at heart, I combine the art of creation
with business acumen and new technology
fluency to drive business goals.
To learn more about.me/cindyfrei
Notas do Editor
And while we may not all have a personal connection to ALS, we do have personal connections to our colleagues and friends so we want to support the cause in their honor.
This is what makes campaigns successful.
My name is Cindy Frei and I am Director of Communications for ecoAmerica.
ecoAmerica is a non-profit that uses marketing research to build public support for climate solutions among mainstream Americans.
Three years ago, the Macarthur Foundation awarded us a grant to launch an initiative called Momentus. Momentus is a strategic initiative designed to help inspire and engage Leaders on the issue of climate change.
dont like the parenthesis , breaks the flow
redundant with slide 43
will you audience know ” Pew “, is the second line necessary?
Here’s where you get into the nitty gritty
check wording
here is a BT post which we are curating from another source.
Listening can mean commenting on other people’s blogs, social posts or actually tracking your keywords to see what people are saying about you and your brand
jon stewart might be too politically charged, looking for other options