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The New Journalist in the Age of Social Media

  1. Doing Good 2.0 The Next-Generation Internet’s impact on communication, media, mobile & civic engagement JD Lasica Tuesday, November 24, 2009
  2. Relax! Flickr photo “relaxation, the maldivian way” by notsogoodphotography (all sites in this talk have been tagged for later retrieval) Presentation at Tuesday, November 24, 2009
  3. Today’s hashtag Creative Commons photo on Flickr by Prakhar Tweet this talk! Hashtag: #nmlab Tuesday, November 24, 2009
  4. Glossary for new terms “ Social media: Any online technology or practice that lets us share (content, opinions, insights, experiences, media) and have a conversation about the ideas we care about. ” Tuesday, November 24, 2009
  5. What we’ll cover today Overview: The landscape • Forces driving next-gen Net • Rise of social media New roles • Entrepreneur & strategists • Conversation facilitator • Social marketer • Practical futurist • Metrics & research • Journalist & storyteller Tools & resources Tuesday, November 24, 2009
  6. Reality check World Internet users by region Asia: 650 million Europe: 390 million North America: 246 million Latin America/Caribbean: 166 million Africa: 54 million Middle East: 45 million Australia/Oceana: 20 million 1.57 billion users worldwide Source: Internet World Stats, February 2009 Tuesday, November 24, 2009
  7. Forces driving next-gen Internet 3 accelerating trends: Digitization Network effect Power of participation Tuesday, November 24, 2009
  8. Mobile Planet 4.1 billion mobile device subscriptions worldwide; roughly 4 billion people use or have access to cell phones Took 12 years to connect 1st billion mobile users; 2.5 years for 2nd billion; 22 months for 3rd & 4th billion Apple has sold nearly 50 million iPhones & iPod Touch mobile devices; 100,000+ apps in iTunes Store Just beginning to see impact of Mobile Generation on culture Tuesday, November 24, 2009
  9. Online meets offline Wikitude AR Travel Guide for Android G1 is an augmented reality application that, using a Webcam and GPS functionality, overlays information from Wikipedia, letting you search for 350,000 points of interest. Tuesday, November 24, 2009
  10. Social media: Explosive uptake Blogs Social networks Microblogs (Twitter) Podcasts Social bookmarking Wikis Online video (YouTube, Vimeo, Viddler) Widgets Photo sharing (Flickr, Photobucket, SmugMug, etc.) Virtual worlds Forums Presentation sharing Tuesday, November 24, 2009
  11. Social media by the numbers 25-40 million active blogs; almost 1 million blog posts per day; over 346 million people globally read blogs 6 of top 10 websites in US are social sites (YouTube, Facebook, Wikipedia, MySpace, Blogger, Craigslist) Facebook: 300 million members Twitter: 19% of U.S. adults use Twitter; 5.8 billion tweets sent out Flickr: 3 billion-plus photos YouTube: 1 billion-plus videos served per day; people upload equivalent of 86,000 full-length Hollywood films every week Whenever someone opens a computer, 60% of time it’s for social reasons Tuesday, November 24, 2009
  12. Tweets in real time Tuesday, November 24, 2009
  13. Social media in 60 seconds Tuesday, November 24, 2009
  14. Overview: Who’s participating? Women active in social media More than half of online U.S. women report doing a “social media” activity at least once a week. Of those, more than half do so on a daily basis. Survey of 2,821 women conducted by Compass Partners, March 2009. Tuesday, November 24, 2009
  15. Participation is widespread 42 million women do it 42 million U.S. women participate in some form of social media at least once a week. Activities include: • social networks • reading blogs • posting to blogs • message boards & forums • status updates on Twitter, etc. Source: 2009 Women and Social Media Study by BlogHer, iVillage and Compass Partners Tuesday, November 24, 2009
  16. Shifting time to social media Shift by women away from traditional media continues to increase Source: Compass Partners Tuesday, November 24, 2009
  17. Megatrends in social media The Web is the platform. Rise of real-time Web. We’re moving to the cloud. Social media and Sharing Economy are disrupting traditional business models. Internet and social media have changed balance of power between people and institutions. Flattening of hierarchies is leading to a rethinking of organizational structures: more autonomy, collaboration. Tuesday, November 24, 2009
  18. Megatrends in social media More of our online experiences will be happening through portable devices. Destination sites giving way to presence on multiple social sites. Command-and-control styles of PR/marketing are on way out. Rise of interesting new fundraising models online. Tuesday, November 24, 2009
  19. Cultural norms of social media It’s not about the technology, it’s about connecting people. Premium on sharing Transparency Conversation expected Mistrust of traditional authority figures & marketers Instead: trust in peers, people like ourselves — even strangers Trust is easily gained and easily lost. Credit/attribution given Collaboration Tuesday, November 24, 2009
  20. Media 1.0 Media 2.0 Lecture Conversation, participation Passive consumers Empowered users One to many Many to many Corporate/autocratic Democratic, collaborative Centralized Distributed Elite professionals Grassroots, edges in Exclusive Inclusive Remote voice Personal voice Heavily filtered Unfiltered/lightly filtered Tuesday, November 24, 2009
  21. Now, about this project ... Tuesday, November 24, 2009
  22. New roles 1. Entrepreneur & strategist 2. Conversation facilitator & stimulator 3. Social marketer 4. Practical futurist 5. Metrics & research nerd 6. Journalist & storyteller Combining all 6 roles to become ... Photograph by Tristram Kenton © The Really Useful Group Ltd. Tuesday, November 24, 2009
  23. Community builder here’s an amazing difference between building an audience and building a community. An audience will watch you fall on a sword. A community will fall on a sword for you. — Chris Brogan Author,“Trust Agents” Tuesday, November 24, 2009
  24. 1.Entrepreneur/strategist Creative Commons BY photo on Flickr by jonrawlinson Before you focus on the tools, define the end goals. Be realistic, but don’t be afraid of blue-sky thinking. Be passionate but clear-headed about outcomes. Consider 2-3 strategic partnerships. Think: Is this a venture I would fund? Tuesday, November 24, 2009
  25. Goal-setting: a 6-step process 1. Define target audiences 2. Define objectives • Launch self-sustaining project • Also increase members or followers? • Create broadcast TV presence? • Increase visibility for cause? • Public education? • More robust community outreach? Tuesday, November 24, 2009
  26. Goal-setting: a 6-step process 3. Define your strategy • Identify internal champions & contacts • Set out rules for interaction with public • Assign responsibilities • Map out project & campaigns • Identify tools & platforms • Establish measurable goals 4. Launch pilot projects or campaigns! 5. Monitor, measure results, track analytics, refine. 6. Be patient. Iterate, adapt, move on. Tuesday, November 24, 2009
  27. Tap into the sharing economy Creative Commons photo on Flickr by Jason Means Don’t do all the heavy lifting! Tuesday, November 24, 2009
  28. Creative Commons • Rich source of free commercial material. • Flickr: 26 million+ Attribution & ShareAlike licenses • Use them for your blog, website, email or print newsletter, presentations, etc. Tuesday, November 24, 2009
  29. Leverage the ecosystem of free Free content! Free resources! Free photos Free videos (TED Talks, etc.) Free music & audio Free software & platforms! Free expertise! WordPress & its plug-ins BarCamp Open Office 3.0 PodCamp Drupal, Joomla & other WordCamp open source platforms Social Media Ubuntu Linux OS Club Kaltura for video /Strategist Tuesday, November 24, 2009
  30. 2. Conversation facilitator Tactics to execute strategy: Set up a Monitoring Dashboard Strategic use of Twitter Outreach to key influencers Email to drive conversation Create Facebook fan pages Local meetups & tweetups Contests & discounts Create widgets to enlist bloggers as evangelists Tuesday, November 24, 2009
  31. Create Monitoring Dashboard Set up a Monitoring Dashboard (listening station) to track what’s being said about the nonprofit/cause. Best of breed: Google Reader, Feedly (left) & Netvibes supplemented by a Twitter monitoring service. Let’s set up a project management site to share free tools and best practices. Tuesday, November 24, 2009
  32. Best practices for Social Web Remember: Social media is a universe, not a set of tools. Think of social media as a way to talk with your supporters, key employees and stakeholders. Build relationships. Good relationships take time. Be a connector. Reciprocate. Follow back. It’s not all about you. Offer value. Give more than you take. Empower supporters & fans, don’t market to consumers. Tuesday, November 24, 2009
  33. Best practices for Social Web Be authentic and transparent about who you are. Disclose your relationship to the nonprofit/services you promote. Trust each other. Learn as you go. There is no handbook. Don’t be stupid. Don’t be defensive — be open to critical feedback. Successful campaigns engender authentic enthusiasm. Social media still comes down to the product or cause. Conversations can’t be controlled or “managed.” But they can be engaged, informed and elevated. Remember: Audience is not the same as community. Tuesday, November 24, 2009
  34. Make Twitter work for you Start by listening & observing. Not a broadcasting medium to distribute press releases or your headlines. Good rule of thumb: 3 conversational tweets for every ‘broadcast’ tweet. Unlearn the conventions of journalism. Be conversational, not detached. Use it for outreach, soliciting ideas, customer support, to announce events, to recommend articles, to identify experts. #1 traffic driver: retweets Use calls to action; use ‘Please RT’ strategically. Tweets with a URL are 3x more likely to be retweeted. Twitter drives 10% of its traffic. Tuesday, November 24, 2009
  35. Grow your Twitter following Schmooze with the heavy hitters in your sector. Find the evangelists and influencers and follow them. Make sure your bio is optimized for searching. Follow the people on the lists they follow. Talk about your agenda one-third of time. Promote other folks’ agenda two-thirds of time. Use Twitterfeed and Tweetlater strategically. Become a “one-person StumbleUpon” of useful information. Be interesting. Be diverse in what you talk about. Link your Twitter profile everywhere — even on your business card. Join in on Twitter events expressed as #hashtags. Tuesday, November 24, 2009
  36. Grow your Facebook following Make sure your Page name is optimized for Facebook searches. Pair your nonprofit’s logo with a photo. Add relevant pages as favorites to your Page. Create a custom landing page for new visitors. Entice potential fans with goodies if they become fans. Make sure fans can freely post all media types on your wall. When messaging fans, make it about them. End messages with a specific request to share your message. Make your Page known as a source of valuable content. Use targeted Facebook Ads to promote your Page. Include Facebook in the overall marketing mix. Tuesday, November 24, 2009
  37. Identify & engage influencers Scope out Twitter or Facebook users in your sector with large # of followers. Engage them, don’t sell them. Ask followers to add you to their Twitter Lists where appropriate. Learn about how people in your sector use social media. Connect with social media influencers on other platforms. Tuesday, November 24, 2009
  38. Use hashtags to join conversations Find relevant hashtags through or Twitter Search. Join (but don’t spam) conversation threads. Start your own hashtag, especially for events. Hashtags to check out: #nonprofit #4change #nptech #charitytuesday #CSR #socialgood #fundraising At left, widget found at: Tuesday, November 24, 2009
  39. The power of widgets Events & news Left: staffers pick the best local events to highlight on the site’s front page. Below: NY Times world news widget. Think of how you can create widgets for specific sections of Scholastic’s website. Two benefits: • slick packaging of content • enlist users to distribute content on their own blogs Tuesday, November 24, 2009
  40. Tap into real-time conversations Turn conversations into communities Tap into the conversations that are already taking place in your sector: Widgets let you post tailored discussions — by topic or geographic location. Create widgets for different sections of your site. Services: Widgetbox, Netvibes, Yahoo Widgets. /Conversation facilitator Tuesday, November 24, 2009
  41. 3. Social marketer Use tactics to spur people to connect with each other around a sharable object you’ve created. The ‘object’ can be anything: a story, photo, game, blog post, cause campaign, event, product, iPhone app, etc. The most effective sharable objects are portable and transmutable, evoke emotion and can be easily copied and reproduced in many channels and formats. Use conversation, not a marketing sell, to share your object. Tuesday, November 24, 2009
  42. Social news tools Facebook Connect: Each story shared on Facebook is seen on average by 40+ friends. Use it to authenticate comments. Google Friend Connect: Same potential for large network effect. Already 8 million communities. Digg: 39 million monthly visitors; 80 million outbound links per month; home page story on Digg will send 20,000 to 200,000+ clicks Tuesday, November 24, 2009
  43. Spur engagement through video Video: Live or recorded Can you leverage video created by your supporters? Video has much more impact than straight text. One estimate: 90% of Web content will be video by 2012. Twitcam combines simplicity of Twitter with ability to stream. Cisco: cost per video view: 2-4 cents. You can use partners & bloggers as content distributors. Live streaming video tools include,,, & Tuesday, November 24, 2009
  44. American Cancer Society, Web 2.0 Tuesday, November 24, 2009
  45. Social cause success stories charity: water’s September birthday campaign. They make it about you. LiveStrong, the Lance Armstrong Foundation, has a strong community outreach program. America’s Giving Challenge enables users to vote for daily, overall causes you want to support. Nature Conservancy’s Adopt an Acre of Rainforest program — for every 10 gifts you send, you’ll save 1 square foot of Rainforest. Invisible Children’s Visible Children Scholarship Program. Tuesday, November 24, 2009
  46. charity: water Aug.-Oct. 2008: Twitter co-founder Biz Stone launched a campaign asking those with September birthdays to accept online donations to charity: water in lieu of gifts. Partly as a result, the nonprofit raised $393,000 for 33 villages. Tuesday, November 24, 2009
  47. Multiple campaigns Twestivals held in 202 cities on Feb. 12, 2009, bringing together the Twitter community for fun and a good cause. Raised $250,000 to build 55 water projects in Ethiopia, Uganda and India, clean water for more than 17,000 people. In less than 2 years, charity: water has raised over $3 million and funded over 600 water projects by actively using Facebook Causes & MySpace and interactive media in building awareness of its mission. Creatively brought the issue of water to life using conversation-inspiring profiles, video and images. On YouTube, its channel includes an imaginative video with the tagline: “Imagine if New York City’s taps went dry. What would we do?” The video’s received over 650,000 views in less than 3 months. On Socialvibe, charity:water allows anyone to deploy a sponsored ad to their social network profile or blog; supporters have raised $57,000. Tuesday, November 24, 2009
  48. Recipe for fundraising success Have a strong, simple message. Make it for a specific cause, not for nonprofit or general fund. Tell a compelling story with a strong human interest angle. Have a clear “ask” or call to action. Create hard stop date for donations. Build relationships with key influencers & use social media to spread word. Collaborate where possible. Refresh the campaign as you go. Use contests, drawings, discounts. Creative Commons BY photo on Flickr Spread your effort across multiple sites. by norwichnuts /Social marketer Tuesday, November 24, 2009
  49. 4. Practical futurist Mobile devices enabling ethics Users can search the app for info on whether a product is healthy, environmentally friendly & socially responsible. Starting this month, you can scan supermarket barcodes to bring up relevant information. Tuesday, November 24, 2009
  50. TV meets the Internet Yahoo! Connected TV’s Widget Gallery + Intel Cinematic Internet Eric B. Kim, senior VP, Intel Tuesday, November 24, 2009
  51. TV will be going social Widget Gallery TV Xbox Netflix TiVo Boxee LinkTV BT (UK) Tuesday, November 24, 2009
  52. Grab open data An API allows two applications to talk to each other. For example, Flickr’s API might allow you to display photos from the site on your blog. Open APIs allow mashups, like (above), a rentals site that aggregates data from craigslist and plots it on Google Maps. Tuesday, November 24, 2009
  53. Other ahead-of-curve ideas Social Actions: Open API enables organizations & bloggers to volunteer or take action on the causes they support, can tailor it to your cause. Giiv ("send some joy") is a new service that lets you give gifs (movie tix) via texting. Opportunity for a Causes channel. Firefox 3.5: Video playback no longer limited to Flash, QT, WMV, DivX. Now can create native video in the browser with many more capabilities. Foursquare: Location-based service just debuted an open API, the singular piece that launched Twitter into the stratosphere. The Extraordinaries: Use the power of community for micro- volunteerism in people’s spare time. /Practical futurist Tuesday, November 24, 2009
  54. 5. Metrics/research nerd Indianapolis Museum of Art Tuesday, November 24, 2009
  55. Social media metrics* Identify your Key Performance Indicators (KPIs): You may want people to: visit your new micro-site donate money evangelize your cause register for events share your content download a new app sign up for a newsletter answer a survey post comments have a better online experience * sometimes called social influence or social marketing metrics Tuesday, November 24, 2009
  56. Measuring one campaign Case study: Corel The CorelDRAW team created the micro-site for design pros & graphic hobbyists to share information, build relationships and offer direct feedback about products. Social media results: • 15,000 members in first year, rapidly growing; only 9% of corporate online communities have more than 10,000 members. • Community feedback was used to prioritize updates added to the latest CorelDRAW Graphics service pack • When searching the term “coreldraw,” the community is #3 on Google and #1 on Yahoo! with no ad spend. • is a vibrant, self-sustaining community. The forums are self policing and users are providing each other with support. Coming from more than 190 countries, these passionate users are extremely active. Image created in CorelDRAW Graphics Suite by Aleksey Oglushevich. Tuesday, November 24, 2009
  57. Google Keyword Tool Tuesday, November 24, 2009
  58. 6. Journalist/storyteller Bring journalistic standards and values into this new space: SPJ, NPR, Committee of Concerned Journalists. Digital storytelling one of the most powerful and underused tools in storyteller’s arsenal. As much as possible, don’t get in the way of people telling their own stories. Serve as a guide, curator and aggregator as well as a content creator. Think: lightweight equipment (Flip or Kodak Zi8) and easy editing tools. Weave individual stories into a greater narrative that conveys theme of project. Tuesday, November 24, 2009
  59. Tell stories Tuesday, November 24, 2009
  60. Tools & resources Fundraising: Givezooks!, Twitcause, ChipIn,, Cause sites: Care2,, Causecast, Razoo,,, Resources, tutorials:,, Mobilizing Youth, Techsoup, Translation captioning: dotSUB Collaboration: Dropbox, Pando Social bookmarking: Delicious, Magnolia, Crowd-funded journalism: Polls: Twtpoll, Zoomerang, Survey Monkey Project management:, Basecamp, Google Docs Tuesday, November 24, 2009
  61. Thank you! Let’s talk! email: twitter: @jdlasica Presentation at Tuesday, November 24, 2009