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Using Social Media to Create Social Change

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Using Social Media to Create Social Change

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Presentation to Nebraska PRSA chapter on how to empower social media communities to create social change. Using "WTF?( Where's the Funding) for Lung Cancer? social media campaign as an example.

Presentation to Nebraska PRSA chapter on how to empower social media communities to create social change. Using "WTF?( Where's the Funding) for Lung Cancer? social media campaign as an example.


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Using Social Media to Create Social Change

  1. 1. Using Social Media to Create Social Change
  2. 2. The Egyptians Know a “Little” Bit About This!
  3. 3. No More Status Quo + Social Media = Change! <ul><li>We can ALL do the same, with issues big or small </li></ul><ul><li>NEVER believe you don't have a voice </li></ul><ul><li>NEVER believe your voice is smaller than anyone else's </li></ul><ul><li>NEVER accept, “Well, I guess this is how it has to be.” </li></ul><ul><li>NEVER settle for status quo </li></ul><ul><li>NEVER. NEVER. NEVER. </li></ul>
  4. 4. I Don’t “DO” Status Quo!
  5. 5. I Don’t “DO” Status Quo! <ul><li>At age 10, I knew there was “something” I was supposed to “tackle” when I grew up... </li></ul><ul><li>...some kind of “cause,” but what? </li></ul>
  6. 6. I Don't “DO” Status Quo! <ul><li>The minute my mom told me she had lung cancer, my cause was clear </li></ul><ul><li>And, no she didn’t smoke! </li></ul>
  7. 7. I Don’t “DO” Status Quo! <ul><li>Combining my DNA with my skills: </li></ul><ul><ul><li>TV reporter </li></ul></ul><ul><ul><li>Mayoral press secretary </li></ul></ul><ul><ul><li>PR practitioner </li></ul></ul><ul><ul><li>Social media nut job </li></ul></ul><ul><li>for change… MAJOR change! </li></ul>
  8. 8. Sooooooo... <ul><li>I started to say WTF? </li></ul><ul><li>a lot! </li></ul>
  9. 9. Launched “WTF? (Where’s the Funding) for Lung Cancer?” Campaign <ul><li>Yeah, you get the double-entendre! </li></ul><ul><li>Personal, politically incorrect social media campaign </li></ul><ul><li>Launched in October 2009 </li></ul>
  10. 10. “ WTF?” Yep, That’s What I Mean! <ul><li>That “different” way is all in the name </li></ul><ul><li>Need to cut through the clutter, be relevant and attract attention </li></ul><ul><li>For those who don’t “get” the double-meaning, the messaging is still on target </li></ul><ul><li>Seriously, “Where’s the Funding?” </li></ul><ul><li>AAMOF – As A Matter Of Fact AFAIK – As Far As I KnowAFAIC – As Far As I’m ConcernedAFAICT – As Far As I Can TellAFK – Away From KeyboardASAP – As Soon As Possible ASL – Age,Sex,Location BAG – Big @ss GrinBAK – Back At KeyboardBBL – Be Back Later BF – BoyFriendBFD – Big Fricken DealBITMT – But In The MeantimeBOT – Back On TopicBRB – Be Right BackBSEG – BIG Sh*t Eat’n GrinBTW – By the wayC4N – Ciao For NowCRS – Can’t Remember “Stuff”CU – See YouCUL8R – See You LaterCWOT – Complete Waste Of TimeCYA – See YaDIY – Do It YourselfEOD – End Of DiscussionEZ – EasyF2F – Face To FaceFAQ – Frequently Asked QuestionsFBOW – For Better Or WorseFOAF – Friend Of A FriendFOCL – Falling Off Chair LaughingFWIW – For What It’s WorthFYA – For Your AmusementFYI – For Your Information/ga – Go AheadGAL – Get A LifeGBTW – Get Back To WorkGF – GirlfriendGFC – Going For CoffeeGFETE – Grinning From Ear To EarGMTA – Great minds think alikeGR&D – Grinning, Running & DuckingGTG – Got To GoGTGTTBR – Got To Go To The BathroomGTRM Going To Read MailGU GeographicallyUndesirableH8 – HateHAND – Have A Nice DayHHOK – Ha Ha Only KiddingHTH – Hope This HelpsIAC – In Any CaseIAE – In Any EventIANAL – I am not a lawyerIC – I SeeIDGI – I Don’t Get ItIMCO – In My Considered OpinionIMHO – In my humble opinionIMNHO – In my NEVER humble opinionIMNSHO – in My Not So Humble OpinionIMO – In My OpinionIMPE – In My Personal ExperienceIMVHO – In My Very Humble OpinionIOW – In Other WordsIRL – In Real LifeISP – Internet Service ProviderIYKWIM – If You Know What I MeanJIC – Just In CaseJ/K – Just kiddingKISS – Keep It Simple StupidL8R – LaterLOL – Laughing Out LoudLMAO – Laughing My Arse OffLMFAO – Laughing My F*cking Arse OffLTNS – Long Time No SeeMorF – Male or FemaleMTCW – My Two Cents WorthNBD – No Big DealNRN – No Reply NecessaryNTK – Need To KnowONNA – Oh No, Not Again!OTOH – On The Other HandOTTOMH – Off the top of my headOIC – Oh I SeeOTF – On The FloorOLL – Online LovePITA – Pain In The @ssPLS – PleasePSTFU – Please…Shut The Fluck UpPU – That Stinks!REHI – Hello Again (re-Hi!)RL – Real LifeROFL – Rolling On Floor LaughingROTF – Rolling On The FloorROTFL – Rolling On The Floor LaughingRSN – Real Soon NowRTDox – Read The DocumentationRTFM – Read The Frickin’ ManualRUOK – Are You OK?RW – Real WorldSNAFU – Situation Normal All Fouled UpSO – Significant OtherSOL – Smiling Out Loud (or Sh*t Out of Luck)TANSTAAFL – There Ain’t No Such Thing As A Free LunchTAFN – That’s All ForNowTEOTWAWKI – The End Of The World As WeKnow ItTMI – To Much InformationTTFN – Ta Tah For NowTY – Thank YouWEG – Wicked Evil GrinWTF – What The F*ckYW – Your Welcome </li></ul>
  11. 11. Why I Started “WTF?” <ul><li>My mom has Stage IV, inoperable lung cancer </li></ul><ul><li>She has NEVER smoked </li></ul><ul><li>Lung cancer is the #1 cancer killer and the LEAST funded </li></ul><ul><li>Lung cancer is no longer just a smoker’s disease </li></ul><ul><li>Smoking stigma stands in the way of lung cancer research funding </li></ul><ul><li>Bottom line: ANYONE can get lung cancer. ANYONE! </li></ul><ul><li>NO ONE deserves lung cancer! </li></ul>
  12. 12. Why I Started “WTF?” THIS makes absolutely NO sense!
  13. 13. Why I Started “WTF?” <ul><li>5-year survival rate has remained UNCHANGED for more than 40 years at 15.5% </li></ul><ul><li>80% of all new lung cancer cases are diagnosed in people who have NEVER smoked or former smokers who quit decades ago </li></ul><ul><li>1 in 5 women and 1 in 12 men diagnosed with lung cancer have never smoked </li></ul><ul><li>Only 16% of lung cancer is being diagnosed at its earliest and most curable stage </li></ul><ul><li>No early detection screening protocol for lung cancer </li></ul><ul><li>Source: Lung Cancer Alliance </li></ul>
  14. 14. Why I Started “WTF?” <ul><li>Least funded in dollars per death of the four major cancers </li></ul><ul><ul><li>Breast </li></ul></ul><ul><ul><li>Prostate </li></ul></ul><ul><ul><li>Colon </li></ul></ul><ul><ul><li>Lung </li></ul></ul><ul><li>Total research funding from the National Institute of Health, Centers for Disease Control and Department of Defense (in millions) </li></ul><ul><ul><li>WTF? </li></ul></ul><ul><li>Source: Lung Cancer Alliance </li></ul>
  15. 15. Why I Started “WTF?” “ As a doctor and as the sister of Dana Reeve, a woman who never smoked and who died of lung cancer at age 44, I see lung cancer as the biggest unmet women’s public health challenge we face today,” said Deborah Morosini, MD, pathologist and LCA Board Member. The Out of the Shadows: Report on Women and Lung Cancer presented by Brigham and Women’s Hospital’s Women’s Health Policy and Advocacy Program at the Connors Center for Women’s Health and Gender Biology
  16. 16. Why I Started “WTF?” <ul><li>People need to be educated on the true facts of lung cancer </li></ul><ul><li>Education will reduce the stigma </li></ul><ul><li>Reduced stigma will lead to more awareness and funding for lung cancer </li></ul><ul><li>SOMEONE needs to tell this story in a different way! </li></ul>
  17. 17. “ WTF?” Campaign Components
  18. 18. WTF? Facebook Page <ul><li>1,000 Facebook fans in less than a week </li></ul><ul><li>3,000+ fans in 6 months </li></ul><ul><li>Inching to 5,000 fans today </li></ul><ul><li>...however, fans DO NOT equal community </li></ul>
  19. 19. WTF? Blog
  20. 20. WTF? Twitter @wtflungcancer
  21. 21. WTF? Logo & Merchandise
  22. 22. Activating the WTF? Community: PEEP <ul><li>P assion for Change </li></ul><ul><li>E ngagement </li></ul><ul><li>E mpowerment </li></ul><ul><li>P rogress </li></ul>
  23. 23. Activating the WTF? Community: PEEP <ul><li>P assion for Change </li></ul><ul><ul><li>A new voice giving lung cancer survivors a platform for creating change through passion for the cause </li></ul></ul><ul><ul><li>“ Rogue” voice – bypassing politics within nonprofits and/or other organizations </li></ul></ul><ul><ul><li>A sense that “finally someone is listening to lung cancer” </li></ul></ul><ul><ul><li>“ WTF?” = family. Strong connection and rapport </li></ul></ul>
  24. 24. Activating the WTF? Community: PEEP <ul><li>E ngagement </li></ul><ul><li>Daily Routine: </li></ul><ul><ul><li>Respond to new comments first </li></ul></ul><ul><ul><li>Provide status updates (i.e. news links, blog posts, guest blog posts, simple questions </li></ul></ul><ul><li>Weekly: </li></ul><ul><ul><li>Personal video (variety of topics) </li></ul></ul><ul><ul><li>Sound-off – What's on your mind? </li></ul></ul><ul><ul><li>WTF-er of the week? </li></ul></ul>
  25. 25. Activating the WTF? Community: PEEP <ul><li>E ngagement </li></ul><ul><li>On-Going Basis: </li></ul><ul><li>New campaign challenges </li></ul><ul><li>Polls and surveys </li></ul><ul><li>Photo albums/upcoming events </li></ul><ul><li>Hard news </li></ul><ul><li>Offer text and materials members can simply copy and paste to help spread the word </li></ul>
  26. 26. Activating the WTF? Community: PEEP <ul><li>E ngagement </li></ul><ul><li>Photo Albums & Stories! </li></ul><ul><li>“ THIS” is Lung Cancer” </li></ul><ul><li>“ Fighting & Uniting Against Lung Cancer” </li></ul><ul><li>“ How to Spell ‘WTF? 4 LC?’ </li></ul><ul><li>Photo Petition Campaign </li></ul><ul><li>“ WTF?” Merchandise </li></ul>
  27. 27. Activating the WTF? Community: PEEP <ul><li>E mpowerment </li></ul><ul><li>Arming community with tools, information and confidence, empowering them to: </li></ul><ul><ul><li>Share/help educate </li></ul></ul><ul><ul><li>Take action </li></ul></ul><ul><ul><li>Build rapport: Connect with others who feel what you feel. Believe what you believe. </li></ul></ul><ul><ul><li>MOBILIZE! </li></ul></ul>
  28. 28. Activating the WTF? Community: PEEP <ul><li>P rogress </li></ul><ul><li>Update community on the fruits of their labor </li></ul><ul><li>Thank you. Thank you. Thank you. </li></ul><ul><li>Share success stories – most can't see full social media impact of their efforts </li></ul><ul><li>Highlight work/enthusiasm of fellow community members </li></ul><ul><ul><li>Where's the Funding? license plate with WTF? license plate holder = Awesome! </li></ul></ul>
  29. 29. Be a PEEP for Your Community! <ul><li>P assionate </li></ul><ul><li>E ngage </li></ul><ul><li>E mpower </li></ul><ul><li>P rogress </li></ul>
  30. 30. WTF? Community In Action!
  31. 31. WTF? Stands Up 2 Cancer: Community Success Story
  32. 32. WTF? Stands Up 2 Cancer: Community Success Story <ul><li>Issue #1 </li></ul><ul><li>Posted video: “Do You Know Where Your Charitable Contributions Are Going? YOU Need to Ask!” </li></ul><ul><li>My rant was on lack of information from SU2C and the American Cancer Society on their funding model </li></ul>
  33. 33. WTF? Stands Up 2 Cancer: Community Success Story <ul><li>Issue #2 </li></ul><ul><li>SU2C was promoting “Smokin” merchandise – with wrong statistic! </li></ul><ul><li>T-shirts perpetuated smoking stigma </li></ul><ul><li>Advocates pounced! </li></ul><ul><ul><li>Started “Remove T-shirts” FB Page </li></ul></ul><ul><ul><li>Swarmed Twitter </li></ul></ul><ul><li>Variety of lung cancer advocates/communities got T-shirts removed! </li></ul>
  34. 34. WTF? Stands Up 2 Cancer: Community Success Story <ul><li>T-shirt says: </li></ul><ul><li>“ Smokin' isn't cool. It isn't sexy. And it sure isn't smart. It is, however, responsible for 90% of lung cancer. So stand up, take a deep breath and give your all to fight all cancers. That’s not just smoking, it’s hot.” </li></ul>
  35. 35. WTF? Stands Up 2 Cancer: Community Success Story <ul><li>Issue #3 </li></ul><ul><li>Actors Eric Stonestreet and Jim Parsons did a “comedy” bit about lung cancer </li></ul><ul><li>My mom (and others) did NOT find it funny </li></ul><ul><li>Wrote blog post about my mom’s letter to SU2C </li></ul><ul><li>Encouraged others to write to SU2C & forward blog post </li></ul>
  36. 36. WTF? Stands Up 2 Cancer: Community Success Story <ul><li>First SU2C Apology: </li></ul><ul><li>A “canned” email response – We pounced again! </li></ul><ul><li>“ We’re sensitive to the issues that arise when discussing cancer; in fact, our show writers include cancer survivors. </li></ul><ul><li>Taking that into account, we know that dealing with and talking about cancer involves many emotions, including having a sense of humor.” </li></ul><ul><li>(portion of response) </li></ul>
  37. 37. WTF? Stands Up 2 Cancer: Community Success Story <ul><li>Second SU2C Apology: </li></ul><ul><li>A personal apology from Tom Chiodo via WTF? blog comments section  </li></ul><ul><li>Chiodo is Sr. VP, Business Development Entertainment Industry Foundation Stand Up 2 Cancer | iParticipate </li></ul>
  38. 38. WTF? Stands Up 2 Cancer: Community Success Story <ul><li>“ I am a senior member of the Stand Up To Cancer communications team, and a cancer survivor. </li></ul><ul><li>I want to apologize that we offended you and other viewers with the telecast’s lung cancer segment and then with our reply to some of the emails we received. </li></ul><ul><li>I want to reach out individually to everyone that wrote to us. We take all the feedback we’ve received to heart, and going forward, it will help inform our decision-making process about the content we produce.” </li></ul><ul><li>– Tom Chiodo </li></ul><ul><li>(portion of response) </li></ul>
  39. 39. WTF? Stands Up 2 Cancer: Community Success Story <ul><li>Mobilization led to dialogue - offline </li></ul><ul><li>...and invitation from SU2C for WTF to write a guest blog post on SU2C website </li></ul><ul><li>Was able to give lung cancer community an unfiltered voice on large platform </li></ul><ul><li>Due to the power of the WTF community – the public pressure – SU2C needed to respond... and it did! </li></ul>
  40. 40. WTF? Goes to Washington!
  41. 41. Group Card to Congress <ul><li>Created a Group Card to make a collective statement that lung cancer needs to be a priority </li></ul><ul><li>Social media-friendly card people can sign, add photo and a brief statement/story </li></ul><ul><li>More than 500 signatures/stories </li></ul><ul><li>Created a “book” of the card to give to my Congresspeople while storming Capitol Hill </li></ul>
  42. 42. Group Card to Congress
  43. 43. Group Card to Congress
  44. 44. Group Card to Congress
  45. 45. Group Card to Congress
  46. 46. Group Card to Congress <ul><li>Meeting with Charlie Ellsworth, Senator Ben Nelson's Legislative Assistant </li></ul><ul><li>Tessie Abraham, Counsel to Congressman Lee Terry </li></ul>
  47. 47. Photo Petition Campaign <ul><li>During Lung Cancer Awareness Month, asked community to post pics of them holding a sign that says, “WTF? Where's the Funding for Lung Cancer?” </li></ul><ul><li>Created a unified message & tremendous community interaction </li></ul>
  48. 48. Photo Petition Campaign <ul><li>Many started putting the WTF? Twibbon on their pictures </li></ul>
  49. 49. Photo Petition Campaign <ul><li>Others had much more to say... </li></ul>
  50. 50. Photo Petition Campaign
  51. 51. “ ANYONE CAN GET LUNG CANCER” Social Media Campaign <ul><li>“ WTF?” selected as “Socialize Your Cause” featured cause of the week </li></ul><ul><li>“ Socialize Your Cause” helps non-profit & charity organizations tell their story, activate people to join their cause </li></ul><ul><li>Created a social media campaign around this opportunity </li></ul><ul><li>Goal: $20 from 500 people in one week </li></ul>
  52. 52. “ ANYONE CAN GET LUNG CANCER” Campaign Results <ul><li>Extended campaign another week due to tremendous response </li></ul><ul><li>3 generously donated prizes </li></ul><ul><li>Connected with new supporters and influencers </li></ul><ul><li>Raised nearly $7,000 </li></ul>PRSA Institute: &quot;A Whole Now World&quot; 10.29.10
  53. 53. Campaign Video Drawing and Winners Announcement Video Announcement
  54. 54. <ul><li>Challenged WTF-ers to come up with creative ways to spell “WTF? 4 LC?” </li></ul><ul><li>Spelled out in sea shells on the beach where two sisters spread their mother’s ashes two days before </li></ul><ul><li>Spelled out with lemons, pennies, dog food, M&M’s, blocks, Bendaroos, beauty products, glue sticks and tools </li></ul>Keeping “WTF-ers” Engaged
  55. 55. Valentine’s Day Wish Campaign <ul><li>On February 2nd, 2009, “WTF-ers” were challenged to increase the number of “WTF?” Facebook Cause members from 115 to 200 members by Valentine’s Day </li></ul><ul><li>On February 10th, “WTF-ers” surpassed our goal, with 218 members </li></ul><ul><li>I upped the ante and challenged them to get 250 members </li></ul><ul><li>“ WTF-ers” came through BIG TIME, increasing the number of “WTF?” Facebook Cause members from 115 to 260 members by Valentine’s Day </li></ul>
  56. 56. Keeping “WTF-ers” Engaged Live WTF? Ustream Show
  57. 57. Keeping “WTF-ers” Engaged Interview with Desperate Housewives’ actress Kathryn Joosten
  58. 58. Keeping “WTF-ers” Engaged Video: Dear Mr. President: A Beer & 15 Minutes
  59. 59. Keeping “WTF-ers” Engaged <ul><li>Facebook poll to gauge interest in creating “WTF? Mobs” (chapters) across the country </li></ul><ul><li>Poll question: “Are you interested in leading/participating in a ‘WTF? Mob’ in your city/area to help expand our efforts?” </li></ul><ul><li>Incredible response </li></ul><ul><li>Able to immediately connect “WTF-ers” in same location </li></ul><ul><li>Developing a comprehensive ambassador program </li></ul>
  60. 60. Keeping “WTF-ers” Engaged Interview with ABCs Sam Donaldson
  61. 61. Keeping “WTF-ers” Engaged <ul><li>Created a twtpol asking: “Did you know you do NOT have to smoke to get lung cancer?” </li></ul><ul><li>Sent out to my personal Twitter followers, not “WTF?” Twitter account </li></ul><ul><li>More than 100 responses </li></ul>
  62. 62. Using Social Media to Create Social Change <ul><li>My mom is living scan to scan…until her body can no longer handle the treatments </li></ul><ul><li>This should NOT be the case </li></ul><ul><li>Lung cancer should be a treatable, manageable chronic disease </li></ul><ul><li>I won’t stand for it </li></ul><ul><li>None of us can afford to stand for it </li></ul>
  63. 63. Using Social Media to Create Social Change <ul><li>Lung cancer can come to your house – AND the White House - just as easily as it came to mine </li></ul><ul><li>I'll be back Mr. President! </li></ul><ul><li>None of us can settle for status quo! </li></ul>
  64. 64. Using Social Media to Create Social Change <ul><li>My Challenge to YOU! </li></ul><ul><li>There are a bazillion problems out there – and/or things that can simply be better </li></ul><ul><li>Go fix them - or try to </li></ul><ul><li>Be “Do-ers of change!” </li></ul><ul><li>Run along now PEEPS! </li></ul><ul><li>What’s Your WTF? </li></ul>
  65. 65. Links to “WTF?” <ul><li>“ WTF?” Blog: ( http:// www.wtflungcancer.com ) </li></ul><ul><li>Facebook Fan Page ( http:// www.facebook.com/WTFLungCancer ) </li></ul><ul><li>Twitter ( http:// www.twitter.com/wtflungcancer ) </li></ul><ul><li>YouTube ( http:// www.youtube.com/user/jenniferjwindrum ) </li></ul>
  66. 66. Connect with the “Non Lung Cancer” Me http://thatis.me/jennifer/
  67. 67. Using Social Media to Create Social Change